“The purchase funnel is dead!” It’s a digital declaration made for the past few years to make known that a brand cannot simply expect a would-be consumer to move seamlessly from awareness to consideration to purchase. This seemingly accurate statement is based on the new reality that decisions of what to buy and where to buy it are happening at scale online, using social and mobile tools that did not even exist 10 years ago.
In new research, GroupM Next, along with Compete, a Kantar company, examined more than 168,000 purchases of consumer electronics, where the consumer used digital media in at least one step, with the goal of finding where consumers go online to make their purchase decisions—and why. Nearly half (48%) of all purchases studied were heavily influenced by digital media and advertising. It’s an obvious signal to brands that the shift among consumers of time spent on and giving attention to digital continues, and investments, both in media and content, will continue to be strategic imperatives.
The research outcome suggests that a new series of consumer behaviors is forming the
next-generation version of the purchase funnel. Six clear pathways emerged, defining the most common types of modern digital shoppers. Each of the six segments represents like-minded
consumers who follow a given path of varying depth and duration to reach a marketer’s optimal