73% of online shoppers agree that their path to purchase is more complex and less direct than it used to be, according to [pdf] an About.com study. As the traditional purchase funnel has been upended and turned into more of a “loop,” per the study, shoppers indicate that shopping has taken on a more personal nature. That is, 79% agree that their relationship with brands is much more personal than ever before, and 68% agree that shopping today is less about the brands/products themselves and more about them (what they’re feeling or needing).
The survey was limited to 1,600 American respondents with the following characteristics:
The evolution of the shopping experience means that for 87% of respondents, there’s more to it than simply “identifying a need, exploring options and purchasing.” Instead, consumers identify 6 common behaviors along the path to purchase:
Consumers move in “spider webs” from one behavior to the next, influenced by different media and devices along the way. For example, social media and TV are more important for ideas and inspiration than learning/education, but the opposite is true for store visits.
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