2024现代消费者旅程：全渠道触达、决策路径与购买行为模式解析报告

discovery, research,and purchase patterns The path from product discovery to purchase has transformeddramatically.While marketers once mapped linear funnels,today’s consumer journey resembles an intricate webof touchpoints spanning digital and physical channels,publisher sites, social platforms, and in-person interactions.This complexity presents both a challenge and an opportunityfor brands and retailers. Key business implications: The discovery-to-purchase gap.Our research shows that while 69.3%of consumers discover new products weekly, converting these discoveriesto sales requires navigating an increasingly complex path. The critical findingis that consumers typically engage with a brand at least three times across differentchannels before making a purchase decision. For marketers, this multitouch realityrequires sophisticated cross-channel strategies. but a lot of research happening online, traditional attribution models are failingto capture the full customer journey. This disconnect is costing brands valuableinsights and potentially misaligning marketing investments. The research revealsthat 22.8% of customers research products five or more times before buying,making accurate attribution even more crucial.The channel effectiveness paradox.While Amazon leads as the primary product EMARKETER and impact.com surveyed more than 1,000 US adults.This report exploreswhat drives customers to buy and how they arrive at those decisions, revealing severalstrategic takeaways. search destination (for 56% of consumers, per Jungle Scout), our research revealsthat discovery and research happen across a diverse ecosystem of channels. Searchengines, retailer websites, and social platforms all play crucial roles in early stageproduct discovery and consideration. This fragmentation requires marketers tomaintain visibility across multiple touchpoints while understanding each channel’sunique role in the purchase journey.The demographic divide.Consumer behavior shows marked differences across age and income segments, particularly in research patterns. High-incomeconsumers (earning $250,000 or more) research products five or more timesbefore purchase at significantly higher rates (60.2%) than other income brackets.Additionally, consumers between 44-59 show a high likelihood (67.3%)of discovering new high-consideration products, suggesting the needfor sophisticated segmentation strategies. This report provides a comprehensive framework for understanding and actingon these trends, helping brands build effective multichannel strategies thatacknowledge the complex reality of modern shopping behavior while maintainingclear attribution and ROI measurement. In this report, we define product types as follows: Expensive, carefully considered products likeluxury cars, laptops, and custom-made furniture 69.3%Some of the key discoveries are: Most shoppers (69.3%) discover new products at leastonce a week. Expensive, casually considered productslike premium brand clothing, fine-diningexperiences, and concert tickets 3xAfter discovery, consumers usually research productsat least three separate times before deciding to buy. 6in10 Affordable, carefully considered products likemascara, skincare serums, and kitchen appliancesLow-price/low-consideration products: At least six in 10 consumers buy recentlydiscovered products across all product types. snacks or stationery “The proliferation of digital media and ecommerce platforms has made the customerjourney infinitely more complex,”said EMARKETER senior analyst Blake Droesch.“Historically, there were only so many ways for shoppers to discover, research, andpurchase new products. Today, the sheer level of media consumption happening acrossmany different fragmented channels makes attribution difficult to track, particularlywhen 80% of retail sales are still coming from physical stores.” with stops in today’s buyer’s journey. products at least once per week. times across multiple platforms, including brand websites, third-partypublishers, social media, and through word-of-mouth. products, but purchase does not always occur in the same channelwhere they first saw the product. spend just as difficult. % of respondentsWhere USconsumersstarttheirsearchwhenonlineshopping, Feb 2024 Mapping the discoveryphase:Where consumersbegin their journey traditional marketing frameworks.Our research reveals that 69.3% of consumers discovernew products at least weekly, highlighting the constant opportunity—and challenge—for brands to capture attention.Channel dynamics: The new product search outlook According to a February 2024 study from Jungle Scout,Amazon dominates as the starting point for product discovery,with 56% of consumers beginning their shopping journey onthe platform.The discovery landscape extends well beyond Amazon, with search enginescapturing 42% of initial product searches, while Walmart.com (29%) maintains a strongpresence. Digital video and social platforms—including Y