Infographic: Search and Social Make a Good Team

The Feed is Digiday’s Web-culture corner. Check The Feed everyday for Web-culture news roundups, infographics, essays and more. Follow us on Twitter for updates throughout the day @digiday

.When it comes to shopping, consumers nowadays do their fair share of homework before making a purchase. GroupM Search teamed up with ComScore and from data collected from 1 million U.S. Internet users found that search is the single most important factor in the beginning of the purchase process. They found that 58 percent of all consumer journeys that end in purchase begin with search, followed by company sites (24 percent) and then social media (18 percent). Looking at the overall purchase process though, it looks like consumers are just as likely to use search or a combination of search and social during the purchase process, while only 1 percent uses only social during the purchase process. For consumers, social is more about getting friends’ opinions about products and brands. As the findings show, social media alone is not a key part of the purchase process, but tied with search, it is an important tool.

 

https://digiday.com/?p=2111

More in Media

Media Briefing: European publishers speak out on advertisers’ punishing brand safety practices

This week’s Media Briefing recaps what publishers had to say behind closed doors during last week’s Digiday Publishing Summit Europe about the brand safety/suitability practices that are penalizing their ad businesses.

Illustration of a puzzle that spells out the word 'media.'

At the Digiday Publishing Summit Europe, publishers move away from trend chasing

Despite the publishing industry’s grim outlook, many outliers are simultaneously fighting to change and reluctantly accepting the status quo.

Inside Dow Jones’s AI governance strategy, with Ingrid Verschuren

During the Digiday Publishing Summit Europe, Dow Jones’s evp of data and AI detailed the role that the publisher’s AI steering committee plays in its use of generative AI technologies.