Over the past few years, in our own research and touted at various conferences, we've observed the trend of brand discovery behaviors moving far beyond the traditional search engine box and adoption of new paths to purchase continue to accelerate. In particular, consumers are increasingly moving from general search engines to direct commerce marketplaces -- Amazon, Walmart, Tmall.com, Souq.com, Flipkart, etc. According to Forrester, 31% of people used Amazon to research their most recent purchase (vs. 21% for search engines, U.S., 2017). There were 200 billion searches on Amazon in 2016 (Forrester, Global, 2017). Amazon is expected to take 1% global digital ad revenue share ($2.97 billion in revenue) by 2019 (eMarketer, Global, 2017).
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.