Are you aware that 84% of Americans are shopping for something at any given time? This is just one of Google’s more interesting marketing insights for 2018.

The most interesting 2018 consumer insights to keep in mind in 2019

Consumer insights are the basis for any marketing strategy. Here are some interesting insights you’ll want to remember going into the new year, according to Think with Google.

1. People are always shopping

According to Google’s data, 84% of Americans are shopping for something at any given time, in up to six different categories. And in nearly a quarter of shopping occasions, shoppers say they turn to their smartphone first.

Why is this info important? Well, shopping across so many categories can be overwhelming for people and they’re going to need as much help as possible, providing brands with an opportunity to get into the consideration set early on. Consider finding ways to help overwhelmed shoppers keep track of items they’ve researched.

2. People use natural language to search

People are using more conversational search queries, which allow them to ask more pointed, specific, and personally relevant questions about the products and services they’re interested in. Google’s experts believe that this not only enables people to cut through the clutter, getting them answers quickly and efficiently, but it also gives them the confidence that they’re getting exactly what they need.

Much like when they talk to a person, people are starting to use “I” in their searches. Mobile searches for “do I need” have grown over 65%. For example, “how much do I need to retire,” “what size generator do I need,” and “how much paint do I need.”

How to use this insight: Marketers should lock down key words and phrases typically associated with their businesses and then consider natural language search phrases that customers might be using to find them.

3. Consumers often look for look-alikes

Sometimes shoppers must face the reality that the exact thing they want is out of their price range. But today’s research-obsessed consumers aren’t letting price get in the way of aspiration. They know they have the tools to find something similar to that aspirational product, but that’s more accessible to them.

Mobile searches for “that looks like” grew by over 60% in the past two years. For example, “inexpensive tile that looks like wood,” “Honda that looks like Ferrari,” “furniture that looks like pottery barn,” “rock that looks like a diamond,” and “new furniture that looks like antiques.”

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