Today’s shoppers plan their purchases differently. They are more careful and willing to walk away from brands and experiences they have relied on in the past. Consumer habits have changed a lot and Google continues to be an important decision factor in the purchasing process.
Even in an uncertain economic environment, buyers are not just focused on bargain hunting, but today, they are looking for value, quality and good customer service. They are also taking intentional steps to limit impulse purchases and prioritize essential items.
• 72% of consumers say that they are thinking more about what they spend their money and 62%, where they buy.
• On average, 73% of customers state that they are willing to continue buying from companies that increase their prices, if they feel valued.
• 53% of consumers say they are more likely to buy durable products, rather than affordable ones that may need to be replaced more frequently.
With the rise of more conscious and intentional purchases, brand loyalty has become less influential in decisions. Instead, they are increasingly open to trying new brands, businesses, and products that may align with their needs and values. In fact, they can influence others to consider your brand simply by being visible, alongside a competitor.
47% of consumers in the markets surveyed said they have purchased at least one new brand that they were not aware of. When asked what steps they are taking to manage spending, 62% of Gen Z and Millennials said the stores or retailers they shop at are likely to change, compared to 51% of Gen X and Boomers who they will remain loyal.
Amid all these behavioral changes, one constant remains:
• People still turn to Google to discover and buy what interests them.
• Specifically, Search and YouTube are key resources for customers moving seamlessly from discovery and inspiration to consideration and purchase across digital, app and physical stores.
According to TalkShoppe, in the countries surveyed, 76% agree that YouTube enhances the traditional shopping journey by providing unexpected inspiration and more than 40% of shoppers turn to Google when looking for a purchase they plan to make in the store. or online. This type of behavior includes Google Maps, since a third of those surveyed mentioned that it is very useful when making purchases.
It would seem that being on Google is out of fashion or is already normal, but it is normal to use the different digital platforms that will help the patient to carry out a search and in turn make our name, brand or practice relevant at the moment of interest.
Fountain:
Wang, E. (2023). Reach cautious customers who have a new set of values. ThinkWithGoogle. https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/safe-spending/