Path to Purchase
The Long and Winding Road, a Yahoo + OMD recent study, reveals a lot about today’s user behavior during its daily online and offline consumerism.
By way of multi-channel surfing, in-market consumers are gathering information all the way well before any intend to really buy what they are looking for.
Search plays a large role into that data amalgam as it is used to help gather the many bites and pieces needed for a prospective consumer to make up his mind about one’s product or service.
No more is the road to purchase a strait path or a gentle curve (funnel). Today, the shopping experience now ressembles a series of detours (tumbler) that truely symbolizes the way the brain thinks; doubtful and assertive. Simply said: human.