The Zero Moment of Truth Macro Study

4.2011 | North America, United States

Consumer decision-making prior to the actual moment of in-store or online purchase -- the so-called "Zero Moment of Truth" -- has become increasingly relevant. Google partnered with Shopper Sciences to identify what's shaping consumer decisions on this path to purchase. Some key findings:

  • 88% of U.S. consumers now engage in the "zero moment of truth" prior to making their final decision
  • In 2011 consumers consulted an average of 10.4 new media or traditional sources before purchasing, 2x the sources consulted just the year before
  • ZMOT sources like search engines rank high in the degree of influence they have in the shopper's decision making
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