Marketplaces surpass search engines as the main source of research before purchase, study finds.
By: Valor
The study was conducted by MRM Brasil, McCann Worldgroup’s technology and data agency, in two rounds between 2020 and 2024, with one thousand consumers surveyed in each round.
Marketplaces surpass search engines as the main source of research before purchase, study finds.
The results indicate that online consumer behavior has become more sophisticated, multichannel, and mobile-first. Mobile phones are used by 91% of respondents for digital purchases, while computer usage has dropped to 53%. Smart TVs have also emerged as a relevant channel, with 10% usage.
The study also found that the main factors influencing where consumers choose to shop are a good shopping experience (70%) and positive reviews from other consumers (65%). Concerns about sustainability and social causes also play a role, influencing 17% and 14% of respondents, respectively. On the other hand, factors that most deter consumers include socioeconomic disrespect (61%), animal testing (53%), and neglect for the environment (50%). A lack of respect for diversity was also a reason for abandonment for 40% of those surveyed.
“The main cause of brand abandonment is not necessarily related to product quality, but rather to a disconnect with consumer values. In particular, practices that are not aligned with ESG principles are the biggest contributors to this rupture. In other words, consumer loyalty is increasingly tied to a company’s reputation and socio-environmental responsibility — and less to traditional arguments such as price or functionality,” the CEO explained.
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