German Consumers' Fragmented Path To Purchase

Shoppers everywhere are following different paths to purchase now than they did ten years ago. With an abundance of information available at their fingertips, they search, assess, and compare products and services to hunt for a bargain or find the product that offers the best value for what they are ready to pay. German shoppers are no exception and have developed media consumption and shopping habits that are unique to the German market. This report investigates key trends in German online adults' path to purchase to help brands in Germany understand how they get discovered, where German online adults prefer to interact with them, and what media influences their purchase decision as they move along the stages of the customer life cycle (CLC).