MISSION, Kan., Nov. 3, 2016 /PRNewswire/ -- (Family Features) Today's consumers don't often follow a simple path of "search for what I want, find it, buy it." They search at home, at work and on-the-go to find the products and services they need.
New research from YP, the leading local marketing solutions provider and publisher of yp.com and The Real Yellow Pages®, reveals the factors that influence a consumer's fragmented shopping patterns and their decision to make - or not make - a purchase. "Consumers today zigzag between devices, platforms and locations to discover products and services, and we wanted to find out why," said Allison Checchi, chief marketing officer at YP. "Our goal was to get a deeper understanding of what influences consumers to make a decision to go with one business over another." Basics and Then SomeConsumers use nearly three sources of information, on average, during the search process, so it takes more than a simple business profile listing to truly stand out from the competition. It takes having a strong online presence and rich content. According to the study, consumers value two kinds of information when looking for businesses: primary information, such as price, location and availability of products and services; and secondary information, such as offers, testimonials, ratings, recommendations, photos or videos. While nearly 52 percent of consumers make their decisions based on primary information, about 48 percent make their buying decisions based on secondary information. Consumers who said their decision was based mostly on secondary factors spend an average of two times as much money as those using only primary information.