| Characteristic | Discovery | Research | Purchase |
|---|---|---|---|
| Visiting the store in-person | 55% | 50% | 49% |
| Speaking to sales associates in stores | 36% | 55% | 31% |
| Social media | 40% | 50% | 21% |
| Generative AI inquiries (ChatGPT) | 24% | 36% | - |
| Search engines (e.g., Google) | 46% | 62% | 21% |
| News articles & blogs | 32% | 46% | - |
| Talking with friends & family | 49% | 58% | - |
| Brand websites | 45% | 58% | 29% |
| Brand apps on iPhone/Android | 37% | 47% | 25% |
| Chatting with customer service/chatbot | 27% | 40% | 15% |
| Online marketplaces | 40% | 51% | 37% |
| Smart home voice assistants | 23% | 30% | 13% |
| Augmented and virtual reality (AR/VR) | 21% | 29% | - |
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Source
Source
Release date
May 2024
More information
Region
Worldwide
Survey time period
January and February 2024
Number of respondents
20,662 respondents
Age group
18 years and older
Special properties
consumers across 31 countries and territories
Supplementary notes
Multiple answers were possible.
If a channel shows no results, the activity does not apply.
The source provided additional information regarding the methodology:
"The data in this chart represents a summary view of responses. Consumers were asked about up to two randomised product categories (drawn from the pool of categories that they already expect to spend on in the next six months). The average figures across the ten product categories are shown."
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