Advertisement

The Average Shopper Journey Drops To 68 Days

Share on linkedin
Share on twitter
Share on facebook
Share on reddit
Share on email

The shopper journey is getting shorter. On average, consumers now spend approximately 68 days researching a major purchase decision, according to research from Synchrony Financial. This is a substantial drop from 2014, when shoppers spent approximately 80 days researching potential purchases.

The survey explored consumer attitudes and the path-to-purchase across 13 categories: Appliances; automotive service, tires and products; electronics; eyewear; fine jewelry; flooring; home improvement; furnishings; bedding and mattresses; lawn and garden; musical instruments; sewing; and sports and fitness equipment.

Consumers researching fitness equipment spent the least amount of time, 49 days, before making a purchase decision. On the opposite end of the spectrum, home improvement research averaged 97 days before consumers made a final purchase.

Advertisement

Rothstein Tauber, Inc. conducted the survey for Synchrony, titled: Fourth Annual Major Purchase Consumer Study in May 2015. More than 3,400 Synchrony Bank cardholders and random shoppers who had made a purchase of $500 or more in the past six months, or planned to make such a purchase, participated in the survey.

Digital tools continue to play an important role in the researching process because they empower shoppers to navigate information and narrow their options. However, brick-and-mortar stores are even more central to the customer journey. In fact, 73% of survey respondents said they conduct research during their store visits and 87% make purchases in person.

Moreover, 64% percent of all shoppers said in-store visits had a greater influence on their purchasing decisions than online research. The in-store experience influences consumers primarily because they can see and feel products, interact with store associates and immediately bring items home after they make a purchase. 

Advertisement

Advertisement

Access The Media Kit

Interests:

Access Our Editorial Calendar




If you are downloading this on behalf of a client, please provide the company name and website information below: