What will consumer buying behaviors look like in 2022?

As technology changes and e-commerce evolves, so do consumer buying behaviors. Now, they turn to computers, smartphones or tablets to discover and acquire products. As part of the study, Criteo, a media commerce specialist, interviewed 1,000 buyers in France. The goal is to better understand your buying habits and ad preferences.

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More hybrid buying journey than ever

In this report, Criteo draws several conclusions about the evolution of consumer buying behavior. The first is that their path to buying tends to become more hybrid. 82% of shoppers said they view products online before buying them in-store, up from 77% in 2019.

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Contextual targeting reconciles consumers and ads

Most shoppers of all ages are now shopping on omnichannel. However, younger generations are the most skilled at hybrid paths: 83% of millennials and millennials buy a product online after seeing it in a physical store. 83% of them click and receive on a regular basis.

The table shows that purchasing methods are becoming more and more hybrid

Consumers mostly choose digital devices to make their purchases. Table: Criteo.

So it must be said that more and more consumers are turning to the screen to buy items, or to get information about them. However, physical selling points still play an important role in the buying journey. Criteo’s research reveals that 67% of shoppers enjoy visiting stores when they find the time to do so. In 2019, it was 73%. This decrease can be explained by the proliferation of healthy distances to be respected during this period.

In France, shops remain a source of instant gratification of needs. Consumers go there to be able to quickly get a product, try it out, and take advantage of exclusive offers. Geographical proximity is also a factor mentioned. By downloading this report, you’ll discover other reasons why French people go to the store.

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The growing interest in the open internet

Gradually, buyers are making purchases outside the walled gardens. These are ecosystems like Facebook and Google in which data is shared. Access to this information is very restricted for agencies and advertisers. For this reason, they are described as “walled gardens”.

However, more and more consumers are starting their buying journey outside these spaces. 42% of shoppers said they started their research directly on brand websites for products they already know and want to buy. Only 18% start their search engine buying journey.

This change is explained by the improvement of retailer platforms. Many of them have improved functionality for searches and product discoveries. They’ve also made progress in customizing their sites. This effort has been noticed and appreciated by consumers. 35% of respondents noted a significant improvement in finding articles. For 34% of them, it is now easy to find the right products.

Improving the consumer’s shopping experience is essential to the successful development of a brand. It is the latter who build brand reputation by sharing their opinions within their circle of friends, on social networks or on a search engine. The study revealed that over the past six months, 72% of buyers recommended a business after getting a good experience. This is 15% more than in 2019. They also expressed dissatisfaction: 65% of respondents spoke of their bad experience with a brand. In 2019, they were 53%.

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For this reason, it is necessary to take into account the opinions and recommendations of its customers. By having this report, you will discover the top things that consumers look for when shopping online. These metrics are necessary to make improvements to your services.

In the final part, Criteo discusses the impact of digital technology on buyers and the effect of advertising on their buying behaviour. It also reveals how it sparked their interest today. To learn more about these consumer trends, don’t forget to download the report!

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