78%

of consumers have spent more time researching a brand or product online than they have researching in a store.

Google/Kelton, U.S., “How Digital Innovations Influence Consumer Expectations,” n=3,119 U.S. respondents 18+, Dec. 2016.

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