Think about you’re scrolling via Instagram and see an advert for a product you is likely to be concerned with.

Whereas your first thought is likely to be that advert focusing on is getting too superior, you continue to need to discover out extra concerning the product and the corporate that makes it. So the place do you look subsequent?

Are you going straight to their Instagram web page, visiting their web site, looking for on-line opinions, or watching a YouTube unboxing video?

These are the questions we requested 1,000 shoppers in our 2022 State of Shopper Traits Survey to learn how individuals behave after discovering a product they may need.

After all, it will fluctuate drastically by technology, so we’ll embrace some insights cut up by age group as we go. You can too try our full report on client purchasing habits by technology for extra age-specific data.

How Do Customers Wish to Study About Merchandise in 2022?

Customers are studying about merchandise and their options via all kinds of channels. Among the many hottest are looking the online, going to retail shops, TV advertisements, phrase of mouth, and on-line opinions.

Whereas social media, YouTube advertisements, unboxing movies, and streaming providers are much less well-liked after we have a look at all generations mixed, splitting this up by age group paints a really totally different image.

Gen Z, Millennials, and Gen X set themselves other than Boomers via their desire for studying about merchandise via social media and YouTube advertisements. Gen Z additionally favors unboxing movies greater than every other technology.

In the meantime, Gen X and Boomers present a transparent desire for studying about merchandise via TV advertisements and in retail shops. Boomers additionally favor phrase of mouth greater than every other technology.

However there are additionally some similarities — studying about merchandise by looking the web and thru on-line opinions is well-liked amongst all generations.

So let’s dive deeper into every of the most well-liked channels shoppers are utilizing to study merchandise.

website positioning is Key for Product Discovery

36% of shoppers choose to study merchandise by looking the web, highlighting the significance of optimizing your web site for website positioning.

Looking the web is the primary solution to study merchandise amongst all age teams, apart from Gen Z, preferring to make use of social media by simply 1 share level. Whereas on-line search is extraordinarily well-liked amongst all age teams, it progressively will get extra favor with every older technology.

Since we all know shoppers are looking the online to raised perceive merchandise and their options, it’s additionally key to get a way of which units they’re utilizing to create one of the best person expertise.

Not solely are cell phones the system of alternative for over 50% of shoppers when looking up a query on-line, however they’re additionally probably the most used system after they store on-line.

Particularly in terms of youthful generations, the usage of cell units for search dwarfs looking on a pc, which means it is best to optimize your web site to be mobile-first.

Retail Is Nonetheless Related, Particularly for Older Generations

Coming in second place, 27% of shoppers say they like to study merchandise in retail shops. Unsurprisingly, the in-person strategy is hottest amongst older age teams, although it isn’t fully misplaced on Gen Z and continues to be favored by nearly one in 5 Millennials.

TV Adverts Are Key for Boomers and Gen X

One in 4 shoppers say TV advertisements are their most well-liked manner of studying extra a few product and its options. TV advertisements rank within the high three most most well-liked channels to study merchandise for Gen X and Child Boomers, however lose favor with Gen Z and Millennials who strongly choose different digital channels like social media.

Phrase of Mouth Is Related, However Gen Z Seems to be to Influencers As a substitute

23% of shoppers say they like to study merchandise via phrase of mouth. Curiously, phrase of mouth ranks within the high 5 channels for studying about merchandise for each technology besides Gen Z. Our Shopper Procuring Report 2022 even discovered that Gen Z locations extra significance on suggestions from influencers than their family and friends.

On-line Opinions Are Sought By All Generations

One in 5 shoppers say they like to study merchandise via on-line opinions, no matter technology. After all, whether or not they go to YouTube, Amazon opinions, or a devoted weblog to get these insights will depend upon their age.

Social Media Is Key For Gen Z and Millennials

Total, simply 17% of shoppers say social media is their most well-liked channel for studying about merchandise and their options. Nonetheless, social media is available in at #1 for Gen Z, second for Millennials, and fourth for Gen X.

Subsequent, let’s check out how shoppers need to study merchandise on social media.

Feed posts, advertisements, and tales are the highest three codecs for studying about merchandise on social media. 36% of shoppers need to study merchandise via short-form movies like TikToks or Reels, and one other 27% choose to undergo influencers, which is very well-liked amongst youthful generations.

You may additionally be questioning what sort of content material shoppers need to see from manufacturers on social media.

Virtually half of shoppers say humorous content material is probably the most memorable, adopted by content material they will relate to. Making content material that showcases your services or products can also be extremely memorable to 36% of shoppers.

YouTube Adverts are Key For Gen Z and Millennials

Total, simply 13% of shoppers say they like studying a few product and its options via YouTube advertisements, however the video platform ranks among the many high channels for Gen Z and Millennials.

Unboxing Movies are a Gen Z Factor

Whereas simply 9% of shoppers choose to study a product and its options via unboxing movies, they’re uniquely well-liked with Gen Z.

Making Sense of Shopper Information

Wish to be taught extra concerning the newest traits and purchasing habits shoppers are navigating, and the way your model can leverage them to raised meet your targets in 2022?

Take a look at our client purchasing report in addition to our State of Shopper Traits Report, coming in late July.

Within the meantime, see how entrepreneurs are navigating 2022 with our State of Advertising and marketing Traits Report beneath.