2019 research review: Consumer journeys are becoming increasingly complex

2019 research review: Consumer journeys are becoming increasingly complex

As digital touchpoints, channels, and choices continue to expand, consumer journeys have become ever messier, resembling a chaotic scavenger hunt. Performance channels are being used as upper funnel ones, while shoppers jump between the online and offline worlds. For marketers, making sense of how to engage their target customer has never been trickier.

Marketers often think of search as a lower-funnel channel. But people are just as likely to search early in the customer journey for deals, ideas, and inspiration

Mobile Search

"Simple" + "ideas" mobile queries have grown by over 60% over the last two years (i.e. simple dinner ideas, simple costume ideas, simple drawing ideas).

Google
Mobile Retail

Mobile searches for “personalized” have grown by over 60% in the past two years (e.g., personalized gifts, personalized stockings, personalized blankets, personalized necklaces).

Google
Mobile Retail

Mobile searches for “rewards app” have grown by over 90% in the past two years.

Google

In 2019, we saw the omnichannel trend continue

Search Consumer Insights Retail
83%

83% of U.S. shoppers who visited a store in the last week say they used online search before going into a store.

Google/Ipsos
Retail Omnichannel
45%

About 45% of global shoppers buy online and then pick up in-store, which offers them a more flexible way to purchase and receive their items.

Google/Ipsos
Video Retail

More than 55% of shoppers say they used online video while actually shopping in a store.

Google/Ipsos