“Amazon has joined Google as the two most important digital properties in consumer purchase behavior,” declares a new study from GroupM Next and Compete. In their analysis of more than 168,000 purchases of consumer electronics in which the consumer used digital media somewhere along their purchase path, the researchers found that Amazon.com appeared in an impressive 17% of the journeys. Given that every other retail site combined appeared in 34% of the purchase journeys, that means that when consumers visited a retail site online, 1 in 3 went to Amazon.
It’s important to remember that this applies to consumer electronics purchases, and may not extend to other online retail categories. Still, the sheer scale of Amazon’s involvement in the consumer electronics journey can’t be ignored. Read the rest at MarketingCharts.
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