78% of consumers have spent more time researching a brand or product online than they have researching in a store. Appears In How New Consumer Behaviors Will Change Marketing Related Data 60% of smartphone users have contacted a business directly using the search results (e.g., “click to call” option). 86% of people who continued to shop after Christmas week used Search for holiday-related shopping. 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. 51% of shoppers surveyed say they use Google to research a purchase they plan to make online . 59% of shoppers surveyed say they use Google to research a purchase they plan to make in-store or online. > 50 % More than half of shoppers surveyed say they use Google to discover or find a new brand.