The consumer path to purchase has changed significantly in the digital age, and especially so with the rise of social media. With more ways than ever for people to access feedback from friends and family at any time, and with mobile devices constantly at the ready, shoppers these days take an entirely different approach to buying, and brands need to understand, and cater to this, in order to maximize their opportunities.
To provide more context, Facebook recently commissioned Accenture to examine the buying habits and behaviors of modern shoppers. They conducted a joint study of more than 1,598 US shoppers aged 18 and older who've made a purchase in the previous three months, and looked at the trends across a range of sectors - 'Media & Entertainment', 'Apparel & Accessories', 'Household Staples and Health', 'Household & Personal Care'.
Specifically, Facebook wanted to highlight how the 'Facebook Family of Apps' (FFAS) is being used in this regard, and the opportunities for advertisers, but the full findings highlight a range of relevant insights, beyond just Facebook, that brands should consider in their process.