The new independent consumer

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Easy access to vast amounts of global data has empowered consumers. They are no longer dependent on getting information from their own contacts or from salespeople; they can find information for themselves.

A CEB study revealed that among B2B customers, 57% of purchase decisions were typically made before a customer even talked to a supplier. If salespeople are no longer the main point of contact with customers, how can we deliver messages to them?

http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page

We took a look at some recent data from Consumer Barometer regarding online behaviour during a purchase process. How do modern consumers make their purchase decisions?

Consumers engage in independent research online. In Finland, 22% of consumers only look online for information before they make a purchase.

Source: https://www.consumerbarometer.com/en/insights/?countryCode=FI&insight=INS-FI-6

What product categories particularly trigger online research behaviour?

Movies, TVs, home appliances and insurance are among the top categories when it comes to research online.

https://www.consumerbarometer.com/en/insights/?countryCode=FI&insight=INS-FI-8

How do consumers conduct online research?

The most common method of researching products or services online is by comparing alternatives (36%). Consumers also sought advice (16%) or looked for inspiration (15%). More than one in ten were also prepared to make an immediate purchase.

https://www.consumerbarometer.com/en/insights/?countryCode=FI&insight=INS-FI-7

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