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31% fewer touchpoints are included in the customer journeys of people in the U.S. who begin their accommodations research with search.

Google/McKinsey/Verto, U.S. Online Travel Shopper Behavior, 2017 n=329 accommodation journeys; 2018 n=703 accommodation journeys, July 2018.

Related Data

60%

of smartphone users have contacted a business directly using the search results (e.g., “click to call” option).
Google/Ipsos
86%

of people who continued to shop after Christmas week used Search for holiday-related shopping.
Google/Ipsos

In a global survey, 74% of in-store shoppers who searched online before going to the store to shop, said they searched for something in-store related such as the closest store near them, locations, in stock near them, hours, directions, wait times, and contact information.
Google/Ipsos
51%

of shoppers surveyed say they use Google to research a purchase they plan to make online .
Google/Ipsos
59%

of shoppers surveyed say they use Google to research a purchase they plan to make in-store or online.
Google/Ipsos

> 50 %

More than half of shoppers surveyed say they use Google to discover or find a new brand.
Google/Ipsos