Consumer redefines Marketing Consumer behavior has never been so dynamic. In today’s digital landscape, interactions are multimodal and flow between searches, videos, browsing and purchases, often happening simultaneously. This phenomenon was highlighted at Think with Google, an event held this Tuesday at the Transamérica Expo Center, which brought together Marketing professionals to discuss the impacts of this new consumer journey.
According to Google, consumers interact with more than 130 mobile touchpoints on average every day. This means brands and advertisers need to be present at the right moments to capture attention and influence decisions.
The company presented the main
actions that guide this journey: Search, Scrolling, streaming and shopping.
Searches are evolving with AI, bringing whatsapp number database more intuitive responses and visual experiences with Google Lens, which already accounts for 20 billion monthly searches. “There have never been so many new searches. Young people, in particular, do a lot of research. If you want to stand out, you need to have a modality: use photos, videos, texts and multiple resources. Today, it is increasingly important to have more detailed content and formats available,” said Gustavo Souza, director of Advertising Products at Google Brazil.
Take a closer look at consumer behaviors that already impact strategies:
Searching: the new era of search
The way consumers search is evolving. Tools like 10 digital marketing tools to improve your online strategy Gemini, consumer redefines Marketing Google Lens, and AI Overviews are making search more intuitive and personalized. Google currently processes more than five trillion searches per year, and AI Overviews already reach one billion people per month, expanding the opportunities for brands to stand out in search results.
Google Lens, which enables visual searches, is already used in more than 20 billion monthly queries, showing that product and information discovery goes far beyond the traditional text typed in the search bar.
Scrolling: from passive navigation to purchasing decisions
On smartphone screens, scrolling has become the new “window fresh list shopping.” Consumers browse in search of inspiration, and with the right stimulus—whether it’s a short video, strategic product placement, or an influencer—they can convert curiosity into a purchasing decision.
Platforms like Google and YouTube are leading the way
with 83% of consumers saying they use them daily. YouTube Shorts, for example, already has two billion monthly active users and more than 70 billion daily views. In Brazil, 73% of respondents in a survey by the Material Institute said that Shorts offers videos that are more aligned with their interests, and 85% said that the platform helps them discover and delve deeper into topics of interest.
Streaming: continuous and personalized engagement
Streaming is no longer limited to movies and music – it is a constant and highly segmented consumption. YouTube, for example, leads the video market, with more than 1 billion hours watched daily on connected TVs. The difference for brands lies in content sequencing, AI-based personalization and interactive storytelling, which transform passive views into real engagement.
Also worth mentioning is YouTube Shorts, which is consumer redefines Marketing the only platform that allows you to take short videos from your cell phone to your TV, expanding the reach of your content and connecting different display formats.
Shopping: from click to conversion
The shopping journey is increasingly decentralized. Globally, consumers make more than a billion purchases per day on Google Search. In addition, YouTube has become a key channel for purchasing decisions: YouTube users are 98% more likely to trust recommendations from content creators than traditional ads.