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

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…