Introduction
The shopping behavior of Mexican consumers has undergone a significant transformation. Today, the consumer journey is unpredictable, fluid, and multimodal, driven by constant interaction with over 130 mobile touchpoints daily. Google has identified four key patterns—search, scroll, visualize, and purchase—that define the new way users discover and choose brands.
The Four Key Consumer Patterns
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. These four behavioral patterns are: search, scroll, visualize, and purchase.
- Search: This pattern has evolved from simply typing keywords to expressing oneself more naturally, even using images. Google reports that 15% of daily 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 is no longer just entertainment but 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 globally.
- Purchase: Buying now occurs across multiple stages and platforms. Google states that “globally, people make over a billion purchases per day in the 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’s Impact on Commerce
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, on the other hand, saw a 4.7 times increase in sales during the Galaxy S24 launch due 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—search, scroll, visualize, and purchase—will be crucial for staying 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 consumer patterns identified by Google? The four patterns are search, scroll, visualize, and purchase.
- How has the consumer search behavior changed? Consumers now express themselves more naturally, using images and conducting 15% new searches daily.
- What is the new form of “window shopping”? Scrolling through content, especially videos, has become the new “window shopping,” with platforms like YouTube Shorts driving this trend.
- How has streaming evolved in consumer discovery? Streaming is now a powerful discovery method, with consumers relying on platforms like YouTube for vlogs and sports events.
- How has the purchasing process changed? Buying now occurs across multiple stages and platforms, with Google and YouTube being present in 67% of shopping journeys where consumers discover new brands, products, or stores in Mexico.
