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Google study finds 9 in 10 festive shoppers research extensively; 70 per cent make impulse purchases

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Google study finds 9 in 10 festive shoppers research extensively; 70 per cent make impulse purchases

Google study finds 9 in 10 festive shoppers research extensively; 70 per cent make impulse purchases

Google Search and YouTube also play a role in post-discovery research. Seven in 10 shoppers who see a brand or product on social media subsequently use Google Search to research it further. Among chatbot users, 94 per cent also used Google Search during their shopping journey, while their Search usage was 1.3 times higher than that of non-chatbot users.

Indian festive shoppers are balancing extensive online research with impulse purchases, with 9 in 10 consumers researching products before buying, while 70 per cent of festive purchases are decided spontaneously, according to a Google-commissioned Ipsos study. The study found that festive shoppers conduct multi-touchpoint research, averaging more than eight online searches and nearly eight videos during their purchase journey. More than half of festive shoppers said AI helped them make purchase decisions, with consumers using chatbots an average of 7.5 times, particularly while evaluating electronics, appliances, home decor and personal care products. Advt

Google Search and YouTube also play a role in post-discovery research. Seven in 10 shoppers who see a brand or product on social media subsequently use Google Search to research it further. 3 times higher than that of non-chatbot users. At the same time, festive shoppers remain open to unplanned purchases. Google and YouTube influenced 54% of unplanned purchases, with promotions, festive urgency and visual product discovery cited as key triggers. About 53% of shoppers used visual tools such as Google Lens to discover or compare products, while 73% turned to creators for shopping inspiration.


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