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58%

of B2B industrial manufacturer purchasers start online research with a product (like lawn mower, tire, or sprinkler) then follow up with a brand.

BCG/Google, U.S., Online to Offline (n=598, customers of agriculture equipment), Sept. 2017.

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3 insights that will help you serve today’s B2B buyer

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When ‘I have to have it’ clashes with reality, shoppers turn to search How to reach today’s impatient shoppers—whether they’re shopping online, by voice, or in store When people are ready to invest, digital is their first stop

Related Data

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

46% of shoppers surveyed confirm inventory online before going to store.
Google/Ipsos

59% of shoppers surveyed say they research online before they buy to ensure they are making the best possible choice.
Google/Ipsos
70%

of shoppers surveyed say the ability to shop in person/in a store is important when deciding which brand or retailer to buy from.
Google/Ipsos