Greg Sterling says, “The consumer path to purchase has become increasingly complex, with multiple channels and devices playing a role in influencing buying decisions. However, beyond devices and channels, newresearch from YP (conducted by Thrive Analytics) examines the “primary” and “secondary” content variables and other factors that influence consumer purchases.

Thrive surveyed 5,418 US adults about their shopping behaviors in the past three months, across multiple verticals. The survey found, consistent with other research, that consumers use multiple devices and tend to shop in multiple locations, although the majority of shopping begins “at home” (76 percent).

The survey found a somewhat low 57 percent of consumers use mobile devices throughout the entire process. It also discovered a lower average number of sources (2.9) used than earlier research. For example, Google in 2011 reported that consumers used roughly 10 sources to make purchase decisions”.

Research: location a primary buying consideration for 43 percent of consumers

Marketing Land

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