The butterfly circuit is a structure of information seeking behavior proposed by Google.
Consumers’ information seeking behavior is not regular, and the circuit spreads out from side to side like a butterfly, and the circuit is called the “butterfly circuit” because it goes back and forth. .
The butterfly circuit is also connected to today’s “pulse-type” purchasing behavior.
It turns out that the structure of the butterfly circuit makes pulse consumption more likely.
In this article, we will explain in an easy-to-understand manner what a butterfly circuit that leads to pulse consumption is.
The motives that drive information search can be classified into “search” and “consolidate”
According to Google, there are eight motives that drive consumers to search for information, and these can be divided into two types: “search” and “consolidation.”
[Search]
“Let me distract myself” “Let me learn” “Let me teach you” “Let me smile”
[Harden]
“Convince me” “Let me solve it” “Let me prepare” “Let me match the answer”
“Exploring” is a mode in which consumers are trying to explore options, and “consolidating” is a mode in which consumers are trying to solidify their options.
In general, information seeking behavior tends to be thought of as a process of “searching” and then “consolidating” searching.
The basic information-seeking behavior would seem to involve narrowing down the options to a certain extent and then taking action to solidify them.
However, we found that actual information seeking behavior is not necessarily a one-way street, from searching to searching.
For example, even though you were searching in “search” mode, you might suddenly purchase a product you found there without switching to “accumulate” mode, or even though you had narrowed down your choices and entered “accumulate” mode. , for some reason I sometimes go back to “search” mode.
In other words, consumers’ information seeking behavior goes back and forth.
Google has named this structure of information-seeking behavior the “butterfly circuit.”
Butterfly circuit leading to pulse consumption
The butterfly circuit is a name coined by Google for consumers’ information-seeking behavior.
Consumers’ information-seeking behavior, which repeats back and forth, spreads out from side to side in a circuit that looks like a butterfly, hence the name.
Now that smartphones have become widespread, consumer purchasing behavior is changing from the traditional “customer journey type” to the “pulse type.”
Today’s purchasing behavior does not necessarily proceed step by step from awareness to purchase, but it has become commonplace to suddenly search for a product, learn about it, and purchase it instantly.
The structure of the butterfly circuit leads to pulse consumption.
The reason why instantaneous purchasing behavior is more likely to occur is because of the influence of consumers’ complex information-seeking behavior.
For example, when you are looking to purchase a certain product, you are likely to look at other related products and services.
This means that once the first butterfly circuit is completed, the other related butterfly circuits begin.
Pulse consumption is more likely to occur at these times.
Butterfly circuits can also occur in multiple categories at the same time.
When you’re doing a mandatory search, you’re more likely to engage in information-seeking behavior that makes you want to search for exciting and fun things at the same time.
As a result, pulse consumption becomes more likely to occur in the form of “reward consumption.”
It is important to understand and observe current consumer behavior
Google’s research shows that consumers today use a butterfly circuit type of information seeking behavior 70-80% of the time.
Consumers are constantly searching for products and services, waiting for the right moment to make a sudden purchase.
What is needed for future marketing is to thoroughly understand and observe current pulse-type consumption behavior and butterfly circuit-type information search behavior.
If we can understand what consumers are searching for in the “search” mode and what they are worried about in the “consolidate” mode, we believe that we will be able to predict the moment of purchase behavior.
It is important to step away from traditional marketing methods and look at the purchasing behavior of consumers today.
summary
◆The motivations that drive information seeking can be divided into “searching” and “gathering”, but the process does not always proceed in a straight line from “searching to gathering”, and consumers’ information seeking behavior is irregular.
◆Butterfly circuit is a structure of information-seeking behavior proposed by Google, and the name comes from the fact that information-seeking behavior that repeats back and forth spreads out like a circuit, resembling a butterfly.
◆The structure of the butterfly circuit makes pulse consumption, which is sudden purchasing behavior, more likely to occur.
◆What is needed for future marketing is to move away from traditional models and understand and observe “current” consumer behavior. To do this, it is important to understand pulse consumption and the structure of the butterfly circuit.