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Data from: What’s perfect for me? How CPG shoppers are making the best choice

More than 8 out of 10 undecided CPG shoppers are considering multiple brands or don't have any brands in mind yet.

CPG shoppers who used search are 2X more likely to do their first search on Google than any other website.

of CPG shoppers searched multiple times throughout their purchase journey.

CPG shoppers used search engines for research, planning, and shopping during their purchase journeys.

CPG shoppers who used search said that search engines influenced their purchase decisions.

For skin care shoppers, the most common planned next step after a brand site visit was visiting a physical retail store.

For pet food shoppers, the most common planned next step after a brand site visit was visiting a physical retail store.

Baby care shoppers who visited brand sites spent 15% more on purchases than those who did not.

Mobile searches for “shampoo for ___” have grown 90% in the past two years.

There was a more than 150% growth on mobile in searches ending with “_______ to avoid” over the past two years.

Mobile searches for “top or best ____ brands” have grown over 95% in the past two years.

67%

of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.