/ Researches / Infographic: The Online Purchase Journey Across Generations, 2018 | GlobalWebIndex
Infographic: The Online Purchase Journey Across Generations, 2018 | GlobalWebIndex
Today’s purchasing journey is complex. It’s not just getting persuaded then buy it. Before customers decide to step into any business, they engage with brand or business through a variety of online channels over several days and, for high-value items, maybe longer. GlobalWebIndex in its infographic mapped the online purchase journey in five main phases (Brand Research, Brand Discovery, Purchasing, Brand Advocacy and Brand Attitudes). Discern the differences between generations during the online purchase journey:
Baby Boomers are more likely to value customer service at a rate of 40%.
Millennials are much more likely to write reviews, while Gen Z is more likely to advocate out of brand love.
#5 Brand Attitudes
Gen X stick to the brand they like and the most loyal to their favorite brands (63%), followed by Gen Z (56%).
21% of Gen Z value brands that improve their image and reputation and make them feel cool.
66% of Millennials and 51% of Baby Boomers like trying new products.
A Graph Shows the Main Sources of Searching About Brands or Products Worldwide
Data were driven from 97,317 internet users aged 16-64 across 38 countries. Among this cohort, there were 10,363 Gen Z (aged 16-20), 38,459 Millennials (aged 21-34), 36,246 Gen X (aged 35-53), 12,245 Baby Boomers (aged 54-64).
GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.