The 'default digital' consumer

This article talks about the path of desire to purchase of goods. The online and offline commitment that brands offer are links in a customer decision making chain. Vikas Agnihotri, country director-sales, Google India says that digital is a default option for all consumers today. Hence brands guide both online and offline worlds and guide customers from search to purchase.

Almost 40% Indians look up information online when they are inside a store, 35% offline shoppers use Google search as a starting point of discovery and one in every six offline shoppers uses YouTube during the pre-purchase stage according to a Google study titled ‘Shopper Path-2-Purchase’ compiled by IPSOS. The study was conducted across seven different product categories including accessories, skin and baby-care, makeup, home decor and computers. This study studies the influence of digital marketing across different stages of an urban offline shopper’s journey.

Going online before any purchase has become a habit not only for cars or electronics but also for products which are of daily use to the customer. Therefore, brands have recognized this trend and are prepared to provide the customer relevant information and support on all platforms. The report also reveals that customer engagement with the brand continues online even after purchase of the product, on social media where they post pictures, share experiences and reviews.