Observed Signal · Apr 24, 2026 · Research Report · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Positive
Consumers Abandon Funnel for Flexible Buying Moments
MarTech summarizes key findings from the MiQ Sigma report “From Funnel to Flexibility,” showing consumers increasingly move fluidly between watching, browsing and buying. The report finds 86% of people switch digital activities at least once an hour and 42% describe their path to purchase as random, with some purchases occurring in as little as 10 minutes. Device and social behaviour accelerate conversion — 91% use a second device while watching TV and more than half use social platforms for multiple purposes daily — and over 45% use AI tools to compare products and summarise reviews. The article argues marketers must shift from stage-based funnel planning to real-time coverage, intent-detection, cross-channel coordination and signal/outcomes-focused measurement.
New MiQ Sigma consumer-behavior data shows faster, more random multi-channel purchase paths that materially affect media planning, attribution models and the need for real-time creative and measurement capabilities.
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Key Takeaways & Evidence Grounding
- MiQ Sigma published the report “From Funnel to Flexibility.”
- 86% of people switch digital activities at least once an hour (report finding).
- 42% of consumers say their path to purchase is random (report finding).
- Some purchases can occur in as little as 10 minutes, compressing campaign influence windows.
- 91% of consumers use a second device while watching TV (report finding).
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Related Market Signals & Shifts
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Attribution Must Evolve as Consumer Behavior Fragments
Drive Social Media told MarTech Series that as consumers move across search, social, streaming, email, reviews and websites before buying, traditional last-click attribution no longer captures the full customer journey. The piece says marketers are increasingly adopting multi-touch attribution and customer-journey analytics to understand which channels create awareness, nurture consideration, and drive conversions. It also highlights that privacy regulation, reduced tracking, and third-party cookie changes are raising the importance of first-party data and cross-platform data connection. A Drive Social Media spokesperson emphasized that measurement must adapt to diverse, multi-step buying paths so businesses can allocate budgets more confidently and improve marketing efficiency.
End of the Linear Funnel: Retail Media Rethinks Marketing
An opinion piece by Sabine Jünger (Vice President, Otto Advertising) published on July 9, 2026 in Horizont argues the traditional linear marketing funnel is obsolete. Jünger says modern marketing must orchestrate many factors to reach audiences that dynamically jump between media, and positions retail media—using retailer properties such as Otto.de and first‑party shopper data—as the right channel to influence purchase decisions. The article frames retail media as a strategic alternative for marketers reallocating budgets and rethinking measurement, rather than a single-step replacement of awareness-to-conversion funnels.
Evolving Commerce Funnel Demands Unified Measurement
Circana discusses the shift from siloed attribution to unified, incrementality-based measurement as social and agentic commerce reshape the purchasing journey. Platforms like TikTok Shop, which generated $11 billion in Q1 2026, enable simultaneous discovery and purchase, while AI agents are increasingly used for search and recommendations. These changes cause signal loss and challenge closed-loop measurement, as agentic transactions may lack traditional ad tech signals. Circana emphasizes the growing importance of purchase data as the source of truth, enabling brands to accurately assess new-to-brand performance and optimize across the full funnel. The article underscores the need for third-party measurement partners to navigate fragmentation and gain a unified view of campaign effectiveness.
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