Today’s customer journey is complex. Shoppers seamlessly switch between physical and digital worlds, generating multiple touch points with a wealth of information. To better understand our shoppers on the hunt for electronic products, we’ve dug into data from the region to map out their journey and provide actionable insights.
1 The Smart Shopper Research Kantar/Google 2019 Question Q8/Q9: Where did you gather information online (on any device, via website, or app) regarding the product you bought, if at all?
2 The Smart Shopper Research Kantar/Google 2019 Question Q7: How did you first become aware of the product you purchased? Single select.
3 The Smart Shopper Research Kantar/Google 2019 Question #10 Q10: Which of these specific websites or apps did you use to look for information? (selection of websites with global coverage) Base, all product buyer in category, n= 4,097
4 The Smart Shopper Research Kantar/Google 2019 Question #3 Q3_B: How did you buy via your smartphone? Base, all product buyers who bought their most recent product on a smartphone, n=40
5 The Smart Shopper Research Kantar/Google 2019 Question #12 Q12: When you were looking for information, did you at any point use your smartphone to get ahold of the information you needed? Base, product buyers in category who own a smartphone, n=3,770
6 The Smart Shopper Research Kantar/Google 2019 Question #20 Q20_B How do you use the shopping app or apps?
7 The Smart Shopper Research Kantar/Google 2019 Question: #1 Q1: Where did you make your last purchase?
8 The Smart Shopper Research Kantar/Google 2019 Question Q17_A: Why did you buy online? Please tick all factors that apply to your last purchase. Base, all product buyers who bought their most recent product online, n= 1,075
9 The Smart Shopper Research Kantar/Google 2019 Question Q17_B: Why did you offline? Please tick all factors that apply to your last purchase. Base, all product buyers who bought their most recent product offline, n= 2,392
10 The Smart Shopper Research Kantar/Google 2019
11 The Smart Shopper Research Kantar/Google 2019 Question Q4: Which of these situations did you experience during your purchase, if any? Base, all product buyers in category, n= 4,097
12 The Smart Shopper Research Kantar/Google 2019
