The new purchasing model “Butterfly Circuit” proposed by Google changes irregularly depending on various factors such as the consumer’s personality, environment, industry, etc.
The Butterfly Circuit has five patterns: “Omnidirectional type”, “Subjective type”, “Careful type”, “Serious type”, and “Instantaneous type”. Google has revealed that the proportion of these five patterns varies depending on the industry, such as cars, real estate, and life insurance.
In this article, we will explain the five patterns seen in the new purchasing model “Butterfly Circuit” and the proportion of patterns included in each industry.
What are the 5 patterns of the butterfly circuit?
Butterfly circuit refers to the structure of consumers’ irregular information seeking behavior.
Information seeking behavior can be classified into two types: “search” search and “compile” search.
◆8 motivations that stimulate information seeking
[Search]
“Let me distract myself” “Let me learn” “Let me teach you” “Let me smile”
[Harden]
“Let me convince you” “Let me solve it” “Let me prepare” “Let me match the answer”
The direction and ratio of information seeking behavior on the butterfly circuit varies and can be broadly divided into the following five patterns.
・Omnidirectional type
The omnidirectional type is a pattern in which people actively search and try to obtain all the information they need from the moment they decide to purchase a product or service until they actually make the purchase. In addition, he is also the type of person who has a good balance of motivations included in both “searching” and “gathering.”
For example, a typical omnidirectional pattern is that even if you narrow down the products and services you want to purchase to a certain extent and take action, when you come across a product that catches your interest on SNS, you suddenly want to purchase it. . This is the type of information seeking behavior for purchasing purposes that tends to occur naturally.
・
Subjective type
Similar to the omnidirectional type, the subjective type actively searches for information from the time they decide to purchase a product or service to the actual purchase. The difference from the omnidirectional type is the proportion of “explore” modes, and the subjective type has a higher proportion of “let me distract” and “let me learn” than the omnidirectional type, and the proportion of “let me distract you” and “let me smile” is higher than that of the omnidirectional type. ” is characterized by a small percentage.
Additionally, the subjective type is characterized by the fact that many people use smartphones to search for information, and it seems that there are many cases where people who search frequently on their smartphones fall into the subjective type. Most subjective types decide to purchase a product through a recreational search and then begin researching information about that product. Furthermore, people tend to buy what they think is good without paying much attention to other people’s opinions and reviews.
・
Careful type
Cautious people typically engage in comprehensive information-seeking behavior while considering the purchase of a product or service, and then make the actual purchase offline rather than online. Rather than making a purchase decision based solely on online information, there are many cases in which people listen to the opinions of people around them and in the know, such as family, friends, and store staff, before making a purchase.
In addition, among the motives that stir up information seeking behavior, cautious types have a large percentage of “Let me learn” and “Let me solve a problem,” and they are cautious in their purchasing behavior. The cautious butterfly circuit appears to occur in many cases when subjective purchasing behavior is unlikely to occur, such as shopping for a family member or friend instead of oneself.
・
Serious type
The serious type is the opposite of the cautious type, and their purchasing intentions are stimulated by offline information such as opinions from those around them and magazines. Among the motivations for information-seeking behavior, a high percentage of respondents said “Let me learn,” “Let me solve a problem,” and “Let me prepare for something,” and they are characterized by their desire to know objective opinions and information. There is also a desire to have a solid grasp of information about a product or service before making a purchase.
・
Instantaneous type
The instantaneous type is a pattern in which the time between thinking about purchasing a product or service and actually purchasing it is quick, and the purchasing behavior is instantaneous. When people search for information on their smartphones, if they come across something they think, “This is it!”, they immediately go to purchase it, so the period from discovery to purchase is short.
On the other hand, when it comes to motivations for information-seeking behavior, a high proportion of respondents said “Let me prepare myself” and “Let me check the answer,” indicating that they tend to worry about whether their sudden purchase decision was really the right one.
What proportion of the five patterns are included in each industry?
Google investigated butterfly circuit patterns in five industries: cars, real estate, skin care, travel, and life insurance, and summarized them as follows:
- Cars: Traditional information seeking behavior is more common, followed by “subjective type” and “serious type”
- Real estate: While there are many “omnidirectional type” and “serious type”, “subjective type” is not seen
- Skin care: While there are many “omnidirectional” types, there are no “subjective types”
- Travel: There are many “omnidirectional” and “subjective” types, and the information seeking behavior itself is a travel experience.
- Life insurance: “Omnidirectional type” and “serious type” are common, but “subjective type” is not seen
As you can see, butterfly circuit patterns vary greatly depending on the industry. Investigating the proportion of patterns included in each industry may provide hints for future marketing measures.
summary
◆The butterfly circuit changes irregularly depending on various factors such as the consumer’s personality, environment, and industry.
◆There are five patterns in the butterfly circuit: “omnidirectional type”, “subjective type”, “cautious type”, “serious type”, and “instantaneous type”.
◆Since the percentage of butterfly circuit patterns differs greatly depending on the industry, investigating the percentage included in each industry will provide hints for marketing measures.