Cracking the code: Deciphering consumer behavior in digital advertising

From TV shows to social media feeds, we are living in an era where everything is shoppable. The convenience of frequent offers, deals, and product drops can make shoppers feel empowered, but many advertisers struggle to understand and connect with today’s digital buyers. 

Cracking the code of consumer behavior is an ongoing challenge. In response, we've developed a new playbook that outlines strategies for advertisers to capture attention, enhance personalization, and engage today's buyers. Based on new research from Microsoft Advertising and Suzy Inc., the guide examines the digital shopping journey across Australia, the United Kingdom, and the United States. 

What mysteries await within the shopping journey?

As e-commerce booms with more time being spent online, consumers now encounter a wider array of products, digital ads, and commercial messages than ever before. And AI technology is redefining digital shopping platforms and algorithms, enabling smarter, faster, and more personalized engagement to deliver relevant products to potential customers. 

Our research reveals that people consult an average of 5.5 online resources when making a product decision, with 59% of respondents finding personalized product recommendations helpful. 

With consumers navigating an influx of shopping options, advertisers must be cognizant of where to draw the line and not drive away customers. Tactics like aggressive targeting or sharing irrelevant messaging offers can impact customer trust and negatively impact engagement. 

Shopper fingerprints on multiple touchpoints

A key discovery from our research is that most shoppers prefer multiple touchpoints from brands before they convert to a purchase. The finding reflects current consumer behavior, with surveyed respondents saying they now: 

• Spend more time researching products before deciding (56%)

• Have increased their use of wish lists (39%)

• Save items to purchase later (72%)

These drawn-out shopping patterns could stem from consumer price sensitivity due to economic uncertainties. But we are also seeing peer reviews and influencers as another layer—in 2025, Sprout Social research shows that 59% of marketers plan to partner with more influencers than they had in 2024.

Whatever the reason, advertisers should consider how they connect with shoppers across various touchpoints and digital channels to achieve the best outcomes. 

Solving the digital advertising riddle

The data reveals that consumers use an average of four devices per day, presenting advertisers with opportunities on nearly every digital channel, from social to productivity to gaming. By leaning into this purchase pattern, advertisers can reach shoppers during every part of their day and across their digital lives on Microsoft’s interconnected ecosystem of properties. 

Download our new playbook to learn more about how you can connect with today’s buyers for sustainable advertising ROI.