Insights – “ZigZag” Insurance Customer Journey
As a part of our recent collaboration with IDC – where we conducted a unique research study to shed light on new consumer behaviors vis-à-vis their ever-evolving use of technology – we sought to dig a little deeper and provide a series of category-specific insights that aim to help national advertisers better understand their target local audiences in more granular detail. What we found, at a high level, was a very clear picture of how today’s consumers essentially “zigzag” across devices, platforms, and a myriad of communications channels throughout their path to purchase.
Today, in the next installment of this series of insights, we’re taking a closer look at the “zigzagging” Insurance Customer Journey (including this little snippet below):
What we know is that the rise of mobile technologies has done away with the once tried-and-true concept of “from point A to point B,” replacing it with a dizzying game of hopscotch that finds consumers endlessly weaving through both the online and offline worlds to get on with their daily life – sometimes without even realizing it. While it’s safe to say that this new path to purchase is unquestionably of the “zigzag” sort, the way it takes shape across a number of categories is not as apples-to-apples as you may think. Today’s example is no exception to that rule.
Feel free to download the infographic here and also be sure to check out our recently released white paper entitled, “Local Search: Unleashing Opportunities for National Advertisers” to get the full scoop on all of the research findings.
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Categorized in: Research and Insights