Growing a business requires getting sales, and one of the key steps to achieving that is getting your product in front of the most eyes possible. To do that, you need to understand your target audience and their product discovery process. 

With more and more people shopping online, the online world is one of the first places to look. 

The latest statistics show that consumers rely on a wide range of online platforms and sources to discover new products.

At the top of these product discovery platforms is search engines. Nearly one in four (24 percent) internet users in the United States say they use them to discover new products and/or services.

Unsurprisingly, search engines are also the top source of information for the online community: 76 percent of internet users say they research product information via search engines.

With that in mind, Search Engine Optimization (SEO) should definitely be one of your key marketing strategies, as it will help you rank well on the top search engines

The second-most popular product discovery platform is social media ads: 22 percent of US internet users say they discover new products from the ads they come across on social media sites, which is just a fraction lower than those that do so via search engines.

With 3.78 billion users worldwide, it’s no wonder many consumers’ product discovery process involves social media. In fact, nearly three in ten (29 percent) of US internet users say they use social media to search for product information.

That means that aside from running ads, having a strong social media presence, especially among the most popular platforms, can be an extremely effective way to market your product. 

After search engines and social media ads, the third- and fourth-most popular product discovery platforms are ecommerce websites and online consumer review sites. 12 percent of people who use the internet in the US turn to them to discover new products.

To optimize the conversions of these 12 percent, create an ecommerce website and/or sell your product on online marketplaces and on top of it all, provide world-class customer service.

Rounding up the top five product discovery platforms is video online ads, particularly those that play at the beginning. Nine percent of US internet users say they discover new products via these ads.

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