I found an article that talked about some of the key behaviors by consumers that are changing online marketing.
It discussed the old way in which consumers would buy products online, through comparison shopping sites. However in this day and age consumers are busier than ever and want all of the information they need in as little searches as possible.
Consumers rely on queries that bring them more specific information, such as the model number of a phone or computer they are interested in researching more about. They are also more responsive to imagery, instead of long amounts of data to go through. Pinterest/Instagram are good examples of the success that images have on consumers, they are simple and show you visually the thing you are interested in. The article even cites a source stating that images rank higher than product specific details, description, ratings or reviews as being the reason for making a purchase.
Consumers also rely on the opinions of others before making purchases, which is one reason that Amazon is such a successful marketplace, it fulfills this consumer desire. The article even states what HubSpot found to be 71% of people were more likely to make a purchase based on friends' social media suggestions, and 70% based on customer reviews (see Amazon). These two things of course tie back into trust, which makes a purchasing decision easier and more likely to happen.
Consumers also want facts, the details about the products they are looking for that are accurate, and not some clever marketing and advertising scheme. Even with all of these things working perfectly together, the consumer is also heavily affected by price, and if in the end the price isn't worth it in their eyes they won't buy the product.
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