BASIC DIGITAL CONSUMERS DIGITALLY DRIVEN

PA

CALCULATED SHOPPERS RETAIL SCOUTS

BRAND SCOUTS ETERNAL SHOPPERS

PA
LENG TH

SIX SEGMENT S THE

PA

LENG TH

PA

PA

STEPS

PA

LENG TH

STEPS

14
STEPS

LENG TH

LENG TH

STEPS

STEPS

35
STEPS

LENG TH

DIGITAL CONSUMER JOURNEY

OF
DIG

THE

TH TH

TH

TH TH

TH

I TA L S H O P P E

RS

PRIMARY TOOLS
SEARCH RETAILER SITE BRAND SITE WEB PORTAL MOBILE SOCIAL LOCAL

29% 16%

2%

SEGMENT SIZE OF DIGITALLY ENGAGED SHOPPERS

11%

20%
22%

SEGMENT FACTS
STARTS PATH
Looking for prices and promotions

37%

Looking for special offers and Do all of their research on laptops

on retail sites

coupons on brand sites and desktops

Use retailers as a one-stop shop Use mobile, but mostly while at home Highest percentage of first-time buyers

ONLY PATH 6%

PURCHASE PATHWAYS CONTAINING

Start pathway with a brand in mind Responsive to value-added perks such as Early adopters who use every tool at their Purchase online for convenience and to

disposal

Motivation is to learn about product features

free shipping and returns

MIDDLE OF PATH

22%

35%

ENDS PATH

Most likely to find advertising valuable

avoid salespeople and crowds

No urgency to their purchase Researching the product, not looking Use search to navigate from step to step

for price and promotions yet

Amazon represents one-third of all retail site visits in purchase pathways.

Want to get all of the information Likely to be showroomers Most likely to watch brand videos

before making their decision

Overall, branded Facebook or Twitter pages appear in only 4% of purchase pathways. However, three of the six segments do use social in their purchase pathways.

SOCIAL MEDIA

29%
DI
CA
GI

13%
RS

10%
PP
E

SEGMENT FORECAST
ER
S

TA LL

Y DRI

VE

CU

LAT

ED SHO

TE

RN

2013 GroupM Next t

groupmnext.com/research g h

AL SHOPP

@groupmnext @