KINESSO Commerce, in partnership with Google, has released a new whitepaper Unlocking Engagement: A Data-Driven Look at Consumer Behavior. This whitepaper delves into the world of online shopping habits, offering actionable insights for brands to navigate the ever-evolving landscape of total commerce.
The research emphasizes the importance of a full-funnel presence across key online touchpoints to drive sales and promote customer loyalty. It also highlights the increasing importance of engaging with consumers throughout the entire purchase journey, from awareness to conversion and loyalty.
12,000 consumers were surveyed across North America.
Conducted by Kantar, this report from KINESSO Commerce, and Google captured a broad, representative sample of shoppers across the U.S. and Canada via a quantitative online survey. We polled 6,000 consumers in each country, all of whom were recent product buyers (past 1/3/6 months) in the personal care, fashion, and consumer electronics categories.
Over half of survey respondents (56%) were female and 43% were male. All respondents were 18 years or older, with an average age of 46. To understand the different drivers of online behaviors in different sections of society, we also segmented results by generation. These break down as follows:
| Generation | Born between | Proportion of survey respondents |
| Generation Z | 1997 – 2012 | 13% |
| Millennials | 1981 – 1996 | 33% |
| Generation X | 1965 – 1980 | 28% |
| Baby Boomers | 1946 – 1964 | 26% |
Report sampling was representative of online consumers for age, gender and region. Based on individual purchasing behavior, each respondent completed the survey for only one product category. The data was weighted according to representative demographic ratios within each category and at the aggregate level to reflect actual product purchase shares.
Our research highlights the often-habitual nature of buying online, and the many triggers that influence consumer choices, revealing that while many shoppers stick to familiar brands and sales channels, there are opportunities to break these habits and attract new customers.
The research identifies five key purchase triggers that brands can leverage to drive shopper engagement on specific sales channels, including promotions, favorable terms, presence on search or online advertising, and the influence of category engagement.
The whitepaper also explores the importance of pre-purchase research, highlighting the role of social media and other online platforms in shaping consumer decisions. It emphasizes the need for brands to be present at key media touchpoints to reach shoppers during this crucial stage.
We also offer up some key takeaways for brands, including the importance of investing in omnichannel strategies, leveraging emerging channels like social and live shopping, and creating premium online experiences that drive emotional engagement and loyalty.
Download the whitepaper today to learn more about the importance of full-full presence throughout the buying journey, and the various ways shoppers can be positively influenced to make purchases.
