With unfettered access to a wealth of information, people are researching before every decision they make—major or minor. Because of this, each decision is an informed one.

For marketers, this means finding ways to answer these curious consumers’ questions.

When we looked at the data, we found that no decision is too small for curious consumers. They use search throughout the decision-making journey to get advice on purchases, even a toothbrush or an umbrella. This means there’s an opportunity for marketers to influence across categories.

And when consumers aren’t quite sure what they want, they rely on search for inspiration and ideas.

People are also using search to avoid making the wrong choice.