Deal seekers make research a priority — with 63% of these shoppers saying they
research before they buy to ensure they’re making the best choice possible.
3
They invest in research
For deal seekers, the Black Friday-to-Cyber Monday period is the perfect
opportunity to treat themselves, with self-gifting being highest among these
shoppers during this time frame.
They don't just focus on gis
These shoppers rely heavily on mobile. In fact, a whopping 72% of deal
seekers use their mobile devices to shop or browse.
3
They rely heavily on mobile
Sources
Inside the purchase journey
of 3 deal-seeking shoppers
New research from Google shows how intent is redefining the marketing funnel. People are narrowing and
broadening their consideration set in unique and unpredictable moments. We’re finding this behavior in all
shopper types, particularly the deal seeker. For a closer look, we traced the paths to purchase of three
deal seekers around Black Friday. We found that each of their journeys takes a unique shape, not
resembling each other or a funnel at all.
1 Google partnered with Verto Analytics to analyze the consumer opt-in Verto Smart Cross-Device Audience Measurement Panel
for click-stream data of n=2,989 individuals over a period of 6 months.
2 Google/Verto, U.S., Journey Finder, n=2,989 A18+, Customer and brand names have been anonymized, Sept. 2017–Feb. 2018.
3 Google/ Ipsos, Omnichannel Holiday Study, U.S., Holiday Shoppers 18+ n=1092 Deal Seekers, Nov. 2017–Jan. 2018.
Rachel, a lover of fashion and DIY, considers multiple sewing machine brands throughout her journey after
reading an article about upcycling clothing. Her purchase is ultimately won by a retailer she hadn’t initially
considered, because the brand was there on search with relevant information she was looking for in the
moment. Her journey is experienced almost entirely on mobile.
The path to an unexpected retailer
RACHEL’S JOURNEY FOR A SEWING MACHINE
2
Nick, an avid gamer, appears to be experiencing problems with his e-reader. The beginning of his journey
weaves in and out — from searches for tablets to places to repair his e-reader. After a stretch of research,
he decides to buy a new tablet.
The decision to repair or replace
NICK’S TABLET JOURNEY
2
For Jordan, gaming is a way of life — he’s always shopping this category. While looking for his perfect gaming con-
sole, he buys a console accessory and gaming membership. During his search, he reads articles and gaming blogs,
seeks advice from other gamers via comments on webpages, and researches YouTube gaming videos.
The epic gaming quest
JORDAN’S GAMING JOURNEY
2
While each journey is different, there are three common themes
that emerged across these deal seekers:
Key Takeaways
51-day journey
Over 150 total touchpoints
Nick, 22
Arizona
OCT 04
Purchase
NOV 23
DESKTOP (TOTAL SEARCHES: 2)NOV 14
DESKTOP/MOBILE (TOTAL SEARCHES: 1)NOV 21
NOV 22
tablet
(Retailer C)
Site Visits
Searches
DESKTOP (TOTAL SEARCHES: 2)
Retailer (A)
Watches
YouTube ad for
Brand A tablet
place that repairs
Brand B
Searches
3 Retailers (B, C, D)
1 Brand (C)
Site Visits
tablets on sale
Black Friday
Site Visits
Retailer (C)
DESKTOP/MOBILE (TOTAL SEARCHES: 5)
MOBILE
Site Visits
3 Retailers (A, B, C)
Searches
Cyber Monday ads
Searches
Brand (D)
89-day journey
Over 1,100 total touchpoints
Jordan, 29
Ohio
SEP 01
NOV 15
NOV 24
DESKTOP (TOTAL SEARCHES: 3)
NOV 25
2 Brands (A,B)Site Visits
article on business
website about Brand
A product rumors
Reads
Site Visits
MOBILE (TOTAL SEARCHES: 4)
1 Brand (B)
2 Retailers (A, B)
Black Friday dealSite Visits
Searches
Product A Black Friday
Product A Black Friday USA
Brand A store Black Friday
DESKTOP (TOTAL SEARCHES: 3)
Site Visits Brand B blog
news site
Purchases
Product B accessory
online (Retailer C)
Searches
Product A external hard drive
transfer files from
Product B to A
should upgrade to Product A
Product A system update
Product A not updating
Site Visits video game news
Retailer (A)
Brand (B) online support
Searches
DESKTOP/MOBILE (TOTAL SEARCHES: 10)
DESKTOP (TOTAL SEARCHES: 3)
an indication he likely
bought his console offline
NOV 28
Purchase Brand B membership
(Retailer C)
21-day journey
Over 75 total touchpoints
Rachel, 33
New York
Site Visits
Searches
2 Retailers (A and B)
NOV 04
Purchase
NOV 24
MOBILE (TOTAL SEARCHES: 4)NOV 15
MOBILE (TOTAL SEARCHES: 3)
MOBILE
NOV 24
sewing machine
2 Retailers (E, F)
2 coupons
Retailer F coupon
sewing machine
sewing machine
(Retailer F)
Site Visits
Searches
MOBILE (TOTAL SEARCHES: 5)
NOV 23
2 Black Friday ad
webpages
Site Visits
MOBILE
Site Visits
Searches
social media page
(Retailer C)
Finds
Black Friday ad
best deal sewing
machine Black Friday
sewing machine
Black Friday 2017
4 Retailers (A, C, D, E)
FOR: ME
