CompeteGroupMNext-6-Types-Digital-Consumer-Journeys-June2013Compete and GroupM have released a new report that analyzes more than 168,000 purchases of consumer electronics in which the consumer used digital media somewhere along their purchase path. The study, revealing that digital media and advertising heavily influenced almost half of all purchases, identifies 6 types of digital shopper. The researchers argue that purchase journeys are more influenced by behavioral factors than demographics, as each shopper segment sports “remarkably” similar demographics.

via The Six Segments of Digital Shoppers (for Electronics) Detailed.