Search and social media on the path to purchase

Low Lai Chow

This report from ad:tech Singapore reports on survey research presented by GroupM about Asian consumers' use of search and social media during the purchase process.

Search and social media on the path to purchase

Low Lai Chow

Asian consumers use search and social media for both information and affirmation, and companies can optimise both to cut costs and drive results, according to GroupM’s Head of Search, Rosemary Lising, and Head of Social Media and Production Services of Asia Pacific, Simon Ashwin.

Speaking at an ad:tech Singapore 2011 workshop, the two presented key findings on the relationship of search and social media on purchase.

Consumers take time to buy

The path to purchase lasts as long as 60 days, and typically starts from search engines....

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