James Bryson is a managing partner at the research and strategy consultancy MTM. Over his 25-year career in research, he has developed a speciality in helping businesses navigate the complex landscape of online consumer behaviour.
Consumer behaviour today is predictably unpredictable.
For shoppers, the paths from discovery to decision are wildly varied and non-linear. People are constantly connected: watching videos, scrolling through social media, browsing online, and actively shopping.
Extensive research from Google has visualised shoppers’ messy decision-making process, which looks like an infinite loop as people go back-and-forth between exploring options and evaluating their choices, then finally making a purchase.
My team at the consultancy MTM recently built upon this research, in partnership with Google, to understand how people use Google Search and YouTube in their shopping journeys.
We worked with 60 participants across the U.K., U.S., Germany, India, Japan, and South Korea. And we gave everyone an assignment: Go ahead and live your normal life for five days without Google Search and YouTube. Then tell us about your experience when the experiment is over and you can start using these sites again.
The results were eye-opening and played out in a similar fashion across all six countries.
During the five-day experiment, online shopping journeys became much more difficult and complex. Participants had to put in extra effort in their shopping. And sometimes people abandoned their planned purchases in virtual baskets as they lost confidence to click the ‘buy’ button.
It's like someone has switched my lawn mower to an old-school manual version
A U.S.-based participant summarised the experience like this: “It's like someone has switched my lawn mower to an old-school manual version. You know there is a more efficient way, you just can’t use it.”
When participants began using Google Search and YouTube again, they told us that shopping became simpler, helping them move from discovery to decision. It immediately became easier to sift through endless options and information. They also told us they were able to find far more relevant, personalised information, helping them feel more confident with their purchases. And ultimately, they enjoyed the whole experience so much more.
But don’t take it from me.
Let the participants tell you directly how they felt:
Shopping, simplified
“I don't want to have to go through hoops,” said one U.S.-based participant. “I want it to be easy for me to understand and feel comfortable with my purchase and my research. And so by using Google, it can help me feel that way.”
This man articulated what many others said: Google Search helped simplify the complex online shopping world, making it easier to navigate the web and streamline the purchase process.
And a young woman in Japan didn’t hold back with her remarks: “I can definitely see that life with Google is much more convenient and smoother. Without it, I have to work my butt off to find the information I am looking for.”
Without it, I have to work my butt off
This all explains why Google is the number one place consumers say they use to cross-check that the information they find elsewhere is true.1
Relevance, in real-time
“Going back to Google Search was a breath of fresh air to me,” said one middle-aged man in the U.S. “I could drill down and it was very good at finding the relevant products for me.”
This sentiment about finding relevant information was echoed by other participants around the world:
“I think with Google, the options that spring up when you put certain briefs in the Search bar, they always tend to be succinct and relevant to me," said one woman in the U.K. "It might not always be something I'm going to buy, but then it's something that I'd still be open to buying or might look at later.”
Based on what these participants said, it should come as no surprise that consumers are more likely to say that they trust Google "to provide them with the most relevant information and content" as compared to other top online platforms.2
“I find Google — compared to every other search engine — a lot more robust,” said one young participant in the U.K. “I've never left feeling like there was another product I could have gotten that would have been better.”
More confidence = greater enjoyment
The participants in this experiment overwhelmingly said they enjoyed using Google Search and YouTube because they provided simplified online experiences and relevant information. This helped them build their confidence before making purchase decisions.
Case in point: Buying an air fryer.
“I went to YouTube and looked at the reviews on air fryers to check what was the best purchase, the best value for money. And it just goes into the whole description. It gives you confidence in the product you choose,” said one woman in the U.K.
It gives you confidence in the product you choose
Another U.S-based participant said Google and YouTube help her decide on her final purchases:
“It gives me the confidence that my final purchase is my actual final purchase. And if there is an issue with my purchase … it's because of something that I overlooked,” she said.
Ultimately, having this confidence can make shopping much more enjoyable.
A Gen Z participant in Germany said that once the five-day experiment wrapped-up, she found she “enjoyed” her normal online shopping habits so much more.
“I didn’t have any specific purpose or objectives (as I started shopping again). I was happy to use Google again,” she said. “It was so much more fun. I just enjoyed it much more.”
This research offers a valuable insight for marketers:
Your customers are using and enjoying Google Search and YouTube.
Google and YouTube are often where discoveries begin and decisions are made.
These websites present a major opportunity to connect with your customers during their shopping journeys.
