The end of the impulse buy?

By Dan Brain, Content & Marketing Director, MAD//Fest London 05 Oct 2018

The days of impulsively splashing out on designer shoes, handbags and fashion faux pas could be numbered, according to a report by video platform Brightcove.

Based on interviews with 2,000 Brits, The End to the Impulse Purchase report found consumers to be increasingly likely to use online tools such as social media, video and virtual fitting rooms to make more calculated and informed purchase decisions.

Video makes consumers 60% more likely to buy, a trend is especially noticeable among younger demographics who value shareable video with strong narrative.

Brightcove identified up to 29 different steps in the purchase path, making it a longer and more complex process than the post-war era of the impulse buy.

Download the full report here. Brightcove are a sponsor and exhibitor at MAD//Fest London.