Trends in How People Research Products Online

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In today’s fast-paced world, understanding product research behavior is the key to unlocking marketing success. Consumers are savvier than ever, and businesses must adapt to how people seek information before making purchasing decisions.

From the surge in AI-driven personalization to the continued dominance of search engines like Google, the digital landscape is constantly evolving. Did you know that 88% of international marketers find AI beneficial in personalizing the consumer journey? Or that a staggering 93% of online experiences begin with a search engine?

These stats aren’t just numbers; they’re insights into how you can better connect with your audience. Let’s dive into the main trends in product research behavior and explore how you can leverage these insights to boost your marketing strategy and drive sales.

AI-Powered Personalization: The Future of Customer Experience

In an era where customer expectations are higher than ever, delivering a seamless and personalized experience has become a competitive advantage for businesses. AI technology isn’t just influencing customer experience—it’s redefining it. With its ability to analyze vast amounts of data and adapt in real-time, AI empowers businesses to meet their customers where they are and offer solutions tailored to their specific needs and preferences.

• A recent study revealed that 88% of international marketers have successfully used AI to personalize consumer journeys across multiple channels. Source
• Additionally, 38.79% of businesses state that automation plays a critical role in optimizing the customer experience journey. Source

Key Takeaway

AI is no longer a “nice-to-have” but a cornerstone of customer experience strategies. Businesses that adopt AI-powered personalization can craft meaningful interactions that feel intuitive, reduce friction, and increase customer loyalty. From chatbots that anticipate customer queries to hyper-personalized product recommendations, the potential for creating memorable experiences is immense.

Search Engines as the Gateway to Purchase Decisions

Source: Loopex Digital

In the ever-expanding digital landscape, search engines have become the first touchpoint for consumers seeking information on products or services. For businesses, this means a strong presence on search platforms, particularly Google, can be the deciding factor between standing out or getting lost in the noise. Whether through organic visibility or targeted paid campaigns, search engines offer unparalleled opportunities to capture high-intent users actively looking for solutions.

• 93% of online journeys start with a search engine, making them integral to the discovery phase of any buying process. Source
• Google processes 3.5 billion searches daily, firmly cementing its position as the go-to platform for information retrieval. Source
• 59% of consumers rely on Google for product research, showcasing its dominance in both online and offline shopping journeys. Source
• Google commands 80% of the global search engine market share, leaving competitors like Bing and Yahoo trailing far behind. Source
• The top Google search result garners a 27.6% click-through rate, over 50% higher than the second result, proving the importance of ranking high. Source
• 64% of consumers click on Google Ads while searching for products, indicating the power of paid search in influencing purchasing decisions. Source
• When it comes to paid search efficiency, 63% of users are more likely to click on Google Ads, compared to platforms like Amazon (15%) or Bing (6%). Source
• 80% of businesses running PPC campaigns focus on Google Ads, cementing its position as the leading platform for paid visibility. Source
• Visitors from PPC ads are 50% more likely to purchase compared to those arriving via organic links, showcasing the ROI potential of paid search. Source
• High intent searches result in ad clicks 65% of the time, underlining the effect of well-targeted PPC campaigns. Source
• Advertisers globally are projected to spend $190.5 billion on search ads by 2024, emphasizing the growing reliance on paid search for customer acquisition. Source

Key Takeaway

From discovery to decision-making, search engines are a crucial linchpin in the buyer’s journey. The data shows just how heavily consumers rely on Google, not only for research but also for making purchases, often driven by the effectiveness of paid ad placements. For businesses, this translates to a two-pronged approach: mastering SEO to secure high organic rankings and leveraging the precision of PPC campaigns to target high-intent consumers.

Role of Organic Search in E-Commerce Success

When it comes to driving traffic and sales in e-commerce, organic search remains the cornerstone of success, far outpacing paid search in terms of impact. With consumers relying heavily on search engines to discover products, mastering organic visibility is no longer a luxury but a necessity. The key lies in leveraging strategic SEO techniques to capture high-intent traffic and converting those visits into loyal customers. Below, we dive into the numbers to understand why organic search holds such influence in the e-commerce landscape.

• SEO is used by 49% of B2B companies, making it the dominant marketing strategy for businesses looking to build long-term results. Source
• Approximately 23% of B2B marketers consider organic search the most effective channel for driving revenue, showcasing its unmatched potential for return on investment. Source

Key Takeaway

Organic search is not only a traffic driver but also a revenue generator when done strategically. While paid ads offer quick wins, the trust and authority built through organic search often yield higher-quality and more sustainable outcomes. The rise of search engines as a primary discovery tool underscores the need for businesses to invest in SEO best practices, from targeting high-value transactional keywords to creating engaging, informative content that addresses user pain points at every stage of the buyer’s journey.

Traffic Titans: SEO vs. Social Media in Product Research

Source: Google

When it comes to product research, not all traffic channels are created equal. While social media has its place in brand visibility and customer engagement, SEO reigns supreme in driving high-intent traffic. For businesses aiming to capture ready-to-convert audiences, prioritizing SEO is more than a necessity—it’s a growth strategy. Here’s a closer look at why search engines are the undisputed champions for product research traffic:

• SEO delivers an astounding 1,000% more traffic than organic social media efforts. Source
• A massive 63.4% of web traffic referrals in the U.S. stem directly from Google, reinforcing the search engine giant’s pivotal role in online discovery. Source

Key Takeaway

In the digital space, understanding user intent is critical. Social media often shines in creating buzz, but it’s search engines—particularly Google—that connect businesses with consumers actively seeking solutions or researching products. By investing in an SEO strategy focused on high-value keywords and technical optimization, companies can secure a central spot in the product research journey, ensuring sustained organic visibility and traffic.

How Mobile is Shaping the Future of Product Research

Mobile devices are now the cornerstone of online product research, transforming how consumers discover, evaluate, and engage with brands. In an age where convenience reigns supreme, consumers expect seamless, fast, and personalized experiences right at their fingertips. Brands that fail to address these expectations risk losing out on a massive share of mobile-driven commerce. Let’s break down the numbers that highlight just how critical mobile has become in shaping the product research landscape:

• Mobile users account for 52% of all PPC ad clicks. Source
• More than 51% of smartphone users utilize their mobile devices to discover new products and brands. Source
• By 2029, mobile devices are projected to account for 61% of all ad spending within the search advertising market. Source
• 63% of mobile users prefer to shop with companies that offer helpful product recommendations via a mobile site or app. Source
• Over 50% of people use mobile phones as their primary device for online searches and shopping. Source
• Approximately 67% of mobile users are more inclined to make purchases from companies that provide mobile sites or apps tailored to their location. Source
• Smartphones accounted for over 75% of retail site visits in the U.S. in the first quarter of 2024, generating 66% of online shopping orders. Source, Source
• 49% of mobile users utilize their devices to compare prices, read product reviews, or use mobile coupons. Source
• 91% of mobile device owners have made a purchase after seeing a relevant ad on their device. Source

Key Takeaway

It’s no longer just about having a functioning mobile site—it’s about crafting engaging, intuitive, and user-centered experiences that meet the dynamic behaviors of mobile users. With mobile ad clicks and shopping interactions dominating the online space, businesses must view mobile as not just another channel but as the primary gateway to customer engagement and conversions.

How Video and Social Media Are Shaping Modern Product Research

In the ever-connected world of online shopping, video-based content and social media platforms have emerged as essential tools in the product research journey. Consumers no longer just browse; they actively engage with visually dynamic, relatable, and informative content, which profoundly impacts their purchasing behavior. For brands, tapping into these channels isn’t merely a trend—it’s a strategic necessity to stay ahead.

• Social media ranks as the top channel for Gen Z and Millennials to discover new products, with 74% of marketers actively targeting these demographics via platforms like Instagram, TikTok, and Facebook. Source
• People spend an average of 145 minutes daily on social media, providing brands with ample opportunities to engage their audience. Source
• With users engaging on an average of 6.7 social platforms per month, brands must diversify their strategies for optimal reach. Source
• TikTok boasts an impressive ad engagement rate of 38%, far exceeding the general internet average of 4%. Source
• Social media advertising represents 28.8% of all ad spending, making it a key player in digital marketing budgets. Source
• Influencer marketing continues to dominate, with 57% of brands in fashion and beauty leveraging it to engage their audiences. Source
• Social media ad spend is projected to hit $220 billion in 2024. Source
• Video content has become the go-to format for B2B marketers, with 58% prioritizing it over other mediums such as case studies and e-books. Source
• Short-form videos lead the pack as the most viewed type of marketing content online. Source
• Blogs with embedded videos earn three times more inbound links compared to text-only blogs. Source
• A striking 77% of consumers report making a purchase or download after watching a short video on social media. Source
• Online videos accounted for approximately 82% of all consumer internet traffic in 2022. Source
• Today, 91% of businesses use video as a marketing tool, up significantly from 86% in 2022. Source
• Video retention rates average 54%, with shorter videos (under 60 seconds) achieving a higher rate of 62%. Source
• LinkedIn users are 20 times more likely to share a video compared to any other post type. Source

Key Takeaway

The dominance of video and social media in the product research ecosystem highlights a critical shift in consumer behavior—people gravitate toward engaging, easily digestible formats that simplify decision-making. Brands that combine video storytelling with platform-specific strategies unlock the potential to captivate audiences and influence buying decisions in powerful ways. Whether it’s through short-form TikTok videos, Instagram Reels, or LinkedIn thought leadership, crafting tailored video content for each channel is key to amplifying your message.

Why Research-Backed Content Drives B2B Buyer Decisions

In the high-stakes world of B2B purchasing, decisions are rarely made impulsively. Instead, buyers seek well-researched, credible content to guide them through their complex buying journey. Whether it’s comparing solutions, justifying investments to stakeholders, or mitigating risk, trustworthy data is a cornerstone of the decision-making process. This makes research-backed content, like reports and surveys, a vital tool for marketers aiming to connect with discerning audiences.

• 48% of B2B marketers reported that research reports performed best in terms of engaging potential buyers. Source

Key Takeaway

For B2B marketers, creating research-driven content isn’t just an added bonus—it’s becoming a necessity to gain buyers’ trust. Buyers don’t just want claims; they demand evidence. Companies that can provide reliable, actionable insights through comprehensive research reports or case studies position themselves as thought leaders in their industries.

Why Blogs Are Indispensable to Early-Stage Product Research

In the digital age, where information is power, blogs have proven themselves as a unique tool for influencing purchase decisions. They’re not just a marketing tactic—they’re a critical resource for consumers seeking in-depth knowledge and actionable insights. For businesses, maintaining an active blog isn’t just about staying relevant; it’s about building trust, authority, and visibility in a highly competitive market.

• Companies that publish at least 16 blog posts per month generate leads 4.5 times faster than those that post less frequently. Source
• Businesses with blogs experience 55% more organic search traffic compared to those without. Source
• About 44% of consumers consult at least four blog articles before making significant purchase decisions. Source

Key Takeaway

A strong blogging strategy delivers far more than just SEO advantages—it positions your brand as a trusted resource in your industry. Whether consumers are casually researching or nearing a purchase decision, the content you create can be the deciding factor in their journey. By publishing insightful, consistent, and actionable articles, companies can attract more qualified leads and create lasting relationships with their audience.

Conclusion

Understanding product research behavior is no longer optional—it’s a strategic imperative for businesses aiming to thrive in an increasingly competitive digital landscape. From the growing role of AI in personalization to the undeniable dominance of search engines like Google, the trends shaping how consumers discover and evaluate products are evolving rapidly. Mobile optimization, video content, and targeted social media strategies further underscore the need to meet customers where they are, whether that’s on a smartphone, a search results page, or their favorite social platform.

The statistics presented throughout this article reveal invaluable insights for optimizing your marketing strategies. They highlight the importance of balancing organic efforts with paid campaigns, leveraging AI-driven personalization, and staying ahead of the curve with mobile-first and video-focused approaches. As consumers demand more tailored and engaging experiences, brands that adapt to these behaviors will see the greatest return on investment.

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