What used to take a few sessions now requires 7 to 20+ well-planned brand interactions—or touchpoints—before a consumer decides to buy. It’s a far cry from the 4.79 touchpoints needed just five years ago, according to Pathmonk.
The rise in required impressions reflects a broader trend: B2C buying behavior has become more fragmented and influenced by digital media than ever before.
Video is King
Today’s B2C consumer is consuming more content, and video reigns supreme. In fact, 92% of consumers report that video helps them make purchasing decisions, that’s up from 85% in 2020 (Influencer Marketing Hub).
If your marketing strategy doesn’t include product videos, tutorials, or short-form social reels, you miss critical opportunities to build trust and drive conversions.
The Social Influence Surge
Social media is no longer just a discovery platform—it’s a storefront. As of 2025, 71% of consumers use social media to find new products, and 57% have made purchases directly through those platforms. That’s a dramatic jump from 2020, when only 49% reported being influenced by social media (Marketing Scoop).
Platforms like Instagram, TikTok, and Facebook are essential for reaching consumers in the consideration (research) phase—and turning interest into action through influencer marketing, product reviews, and direct purchasing links.
The Speed of the Sale
Unlike B2B, the B2C sales cycle often happens quickly—sometimes within minutes, sometimes over a few weeks. Consumers may see an influencer’s review in the morning and hit “buy now” by lunch. But don’t mistake speed for simplicity: these decisions are still the result of a carefully choreographed funnel of impressions, content, and validation.
B2C Audiences – Comparative Summary
|
Metric |
2020 |
2025 |
|---|---|---|
| B2C Social Influence | ~49% influenced by social media | 71% influenced |
| B2C Video Impact | 85% find video helpful | 92% find video helpful |
| B2C Impressions Needed | ~4.79 sessions | 6–20 touchpoints |
| B2C Decision Makers | 1+ per household | 1+ per household |
What used to take a few sessions now requires 7 to 20+ well-planned brand interactions—or touchpoints—before a consumer decides to buy. It’s a far cry from the 4.79 touchpoints needed just five years ago, according to Pathmonk.
The rise in required impressions reflects a broader trend: B2C buying behavior has become more fragmented and influenced by digital media than ever before.
