With the exponential growth of internet marketing and online advertising, the customer’s journey to making a purchase has grown longer, often including a myriad of touch points along the way. According to our Consumers Tell All survey, 60% of all shoppers polled said they at least occasionally shop online. Whether they begin with a direct search or visit a website via a paid advertisement, the modern shopper takes far more time to explore their options and do their research before buying.

In How Consumers Across the Globe Use Multiple Devices to Shop and Buy, we found that the average consumer owns three different devices and uses an average of 1.6 to make a purchase. The change in consumer behavior has complicated and lengthened the buying process. As recently as a couple of years ago, the digital journey often confused and intimidated both shopper and marketer. Many entry points, combined with various opportunities for consumers to abandon a purchase, made it difficult to understand just where things went wrong.

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