New research reveals the attribution challenge of 2025: While 83.8% of retail dollars are spent in-store, consumers typically engage with brands 3+ times across digital channels before purchase. For high-earning consumers ($250k+), this number jumps to 5+ touchpoints.

Today’s consumer journey is complex, with consumers discovering and researching on- and offline, and across digital channels. Our new report explores insights from 1,000 US-based adults on what drives consumers to purchase, and offers strategic guidance for marketers.

The report also offers marketers guidance on approaching the multi-touch journey and how to develop a strategy to meet consumers at the right place and time.

Key findings from the report

• 69.3% of consumers discover new products weekly.

• Consumers usually research products at least three times before purchasing.

• At least six in 10 consumers buy recently discovered products.