Insights – “ZigZag” Financial Services Customer Journey

YP, research, insights, IDC, zigzag, financial services

​As a part of last year’s collaboration with IDC – where we conducted a research study to put a spotlight on new consumer behaviors as it relates to their ever-evolving use of technology – we sought to dig a little deeper and see how that takes shape across a number of business categories and industries, ultimately helping national advertisers better understand how to their target local audiences in more granular detail. What we found once we started to dig a little deeper was a very clear picture about how today’s consumers are “zigzagging” across devices, platforms, and various 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” Financial Services Customer Journey (including this little snippet below):

YP, research, insights, IDC, zigzag, financial services

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 manage their daily lives – 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 read our white paper entitled, “Local Search: Unleashing Opportunities for National Advertisers” to get the full scoop on all of the research findings.

Learn more about YP℠ Marketing Solutions today.

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