I’m always fascinated by how consumer behaviour evolves. And through the chaos, one thing remains constant: people want convenience, relevance, and confidence in their online shopping experiences. A recent study conducted by MTM in partnership with Google reinforced just how vital platforms like Google Search and YouTube are in guiding shoppers from discovery to purchase.
Shoppers’ Paths Are Anything but Linear
Consumer journeys are no longer predictable. Shoppers are constantly bouncing between discovering new products and evaluating their choices before committing to a purchase. Google’s research has visualized this as an infinite loop, showing just how messy decision-making can be.
To dig deeper into this behaviour, MTM conducted an experiment across six countries—U.K., U.S., Germany, India, Japan, and South Korea—asking participants to go 5 days without using Google Search or YouTube. The results? Online shopping became significantly more challenging, leading to abandoned carts, uncertainty, and frustration.
Are we surprised? Not one bit.
How Google Search and YouTube Simplify Shopping
When participants resumed using Google Search and YouTube, they immediately noticed how much easier it was to research, compare, and finalize purchases. Here’s what stood out:
- Streamlined Shopping: “I don’t want to have to go through hoops,” one participant said. Google helped simplify the shopping experience by providing clear, concise, and relevant information.
- Better Recommendations: Search results and YouTube reviews provided real-time, personalized content, allowing shoppers to feel more confident in their decisions.
- Increased Trust: Participants trusted Google more than any other platform to deliver accurate, up-to-date, and reliable product information.
Confidence = Better Shopping Experiences
One major takeaway from the study is that confidence plays a key role in making online shopping enjoyable. When shoppers can easily access trusted reviews, comparisons, and expert recommendations, they feel more secure in their decisions.
Take air fryers, for example. One participant used YouTube to watch reviews, compare models, and ultimately feel assured about their final purchase. “It gives you confidence in the product you choose,” they said. Another participant noted that having access to Google Search ensured that their final decision truly felt final—reducing second-guessing and regret.
What This Means for Marketers
This study reinforces what we, as paid media experts, already know: Google Search and YouTube are critical touchpoints in the customer journey. They are not just search engines or video platforms—they are decision-making tools.
For brands, this presents a major opportunity:
- Be present where customers search. Running Search and YouTube ads ensures your brand appears at critical moments of discovery and evaluation.
- Leverage video content. YouTube is a trusted resource for product reviews, unboxings, and comparisons—formats that help shoppers feel more informed.
- Optimize for relevance. Google’s algorithms prioritize useful, high-quality content. Ensuring your ads and product pages provide real value will make a difference.
We continuously adapt our paid media strategies to align with these behaviours. If your brand wants to connect with customers in the moments that matter, let’s talk!