purchasing decisions

How internet search is impacting purchasing decisions even in low consideration categories like FMCG

I recently lead a study for Google to measure the impact of internet search on consumers’ purchase behaviours. The two most interesting things about this study were that:

  • Even in the FMCG category, internet search is having an impact on what brands consumers purchase in store and how much they spend.
  • We arrived at these conclusions by combining data from a panel of people whose internet behaviours were being passively monitored and their ‘in-store’ purchasing behaviours were being tracked. This combined offline and online data set was integrated with a survey to add additional attitudinal data to help uncover their purchase motivations.

Click here to read the report on Google Insights.

Image: Michal Grosicki

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