Considering options or middle of the funnel

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At this stage, more people are turning to social media to research the brand and product. Content should help them do this by sparking curiosity and encouraging exploration.

Also at this point the influence of reviews is strongly felt. Therefore, we recommend using them in advertising to gain the trust of potential customers.

So, popular ways of brand research (% of consumers in each generation):

Generation Z: 52% - social media, 45% - search engines, 34% - consumer reviews.

Millennials: 50% - search engines, 49% - social media, 38% - consumer reviews.

Generation X: 56% - search engines, 42% - italy consumer email list social media, 40% - consumer reviews.

Boomers: 62% - search engines, 42% - brand sites, 42% - consumer reviews.
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