Introduction
The shopping behavior of Mexican consumers has undergone significant changes, with the customer journey now being unpredictable, fluid, and multimodal. Google has identified four key patterns—searching, scrolling, visualizing, and purchasing—that define the new way users discover and choose brands.
The Four Key Patterns
Today, Mexican consumers no longer follow a linear path to decide what to buy. According to data shared by Google, the customer journey has become unpredictable, fast, and interactive, driven by constant interaction with over 130 mobile touchpoints daily. These four behavioral patterns shape the modern consumer’s approach to discovering and selecting brands:
- Search: Consumers now express themselves more naturally, even using images. Fifteen percent of daily Google searches are completely new.
- Scroll: The habit of “scrolling” through content, especially videos, has become the new “window shopping.” Platforms like YouTube Shorts, which saw a 20% increase in registered users in Mexico by January 2024, exemplify this trend.
- Visualize: Streaming has evolved from mere entertainment to a powerful discovery method. From vlogs to sports events, Mexican consumers increasingly rely on platforms like YouTube, where over a billion hours are watched daily on connected TVs.
- Purchase: Buying now occurs across multiple stages and platforms. Google states that globally, people make over a billion purchases daily in its search engine. In Mexico, Google and YouTube are present in 67% of shopping journeys where consumers discovered new brands, products, or stores, according to Ipsos.
Success Stories: AI and Commercial Impact
Companies like Banco Azteca and Samsung Mexico are already leveraging these new trends. For instance, Banco Azteca increased loan acquisitions by 75% through Google’s AI-based strategies. Samsung, meanwhile, saw a 4.7 times increase in sales during the Galaxy S24 launch, thanks to an integrated strategy combining YouTube, searches, and creator collaborations.
Conclusion
The modern Mexican consumer is more dynamic, curious, and connected than ever. For brands, this presents both a challenge and an opportunity: understanding and adapting to these patterns—searching, scrolling, visualizing, and purchasing—will be crucial to remaining relevant in the digital ecosystem where every click could signal the start of a purchasing decision.
Key Questions and Answers
- What are the four key patterns in Mexican consumers’ shopping behavior? The four patterns identified by Google are searching, scrolling, visualizing, and purchasing.
- How has the customer journey changed? The customer journey is now unpredictable, fast, and interactive, with constant interaction across over 130 mobile touchpoints daily.
- What role does artificial intelligence play in this new shopping behavior? AI tools like Google Lens and circular searches have transformed the search process, enabling more natural expressions and image-based queries.
- How are companies capitalizing on these trends? Companies like Banco Azteca and Samsung Mexico are leveraging AI-based strategies to increase customer engagement and sales.
