With the advent of digital, social, and mobile media, the consumer buying process has become more complex than simply identifying a need, exploring options, and making a purchase, according to new research conducted by Latitude and About.com.

Even so, buying decisions appear to happening more quickly than before, the study found.

Below, additional findings from the study titled "The Purchase Loop," by Latitude Research and About.com.

Winding Purchase Path

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ABOUT THE AUTHOR
image of Lenna Garibian
Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.