Your holiday guide to the consumer's shopping journey

The internet has changed how people shop. People are doing more research before purchasing. And brand loyalty? It’s a thing of the past. We created this guide to help you navigate three critical steps in the new shopping journey: inspiration, research, and purchase. Explore our collection of articles, data, and insights to learn more.

Related Data

of beauty shoppers said they watched a “how-to” video that used the product on YouTube for inspiration before purchasing a beauty product.

December 2017 Google/Deloitte

of users say they discovered a new company or product when conducting a search on their smartphones.

January 2018 Google/Ipsos Connect

of people say that they’ve discovered new products and brands via YouTube.

July 2018 Google/Magid Advisors

Related Data

Searches for “shopping near me” have grown over 200% in the past two years.

March 2018 Google Data

of shoppers who watched a YouTube video related to a planned purchase watched it at the start of the shopping process.

July 2017 Google/Ipsos

Related Data

of online transactions are now done on mobile.

September 2017 Google Analytics

of holiday shoppers' online purchases were made on their smartphones last season. 

November 2017 Google/Ipsos

of smartphone users are more likely to purchase from companies with mobile sites or apps that help them easily answer their questions.

January 2018 Google/Ipsos