Change the Game - Tradedoubler

Information Is Gathered Throughout The Purchase Process
% Gathered Information Average # Sources Used
First began
63% researching
2.8
57% Narrowing
down
options
2.7
42% Deciding
where to
2.8
51% Making final
decision 2.5
buy
It’s not a funnel!
Our standard image of the purchase
process as a funnel – but it’s wrong.
New technology allows consumers to
gather information at all stages of the
purchase process.
Half of all consumers are still gathering
information from a variety of sources
right up to their point of purchase.
The internet is the most utilised source
of information at each stage in the
purchase process.
Source: Long & Winding Road
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