Marketers want to understand what tactics are driving store visits, calls, etc., and optimize strategies accordingly. A new Google survey has found some interesting insights into what consumers commonly do just before making an offline purchase, and increasingly, these pre-purchase activities happen online.

According to a new Google study, 58% visited a retailer website or app, 54% used a search engine and 53% visited a store or other location before making an offline purchase. Overall, five of the top six activities were digital in nature, highlighting the increasingly common online-to-offline path to purchase.

Rounding out the top five activities, 37% said they visited a non-retailer website or app and 31% used an online map. The study went on to say that much of this activity is driven by mobile and happens quickly, with 92% conducting product/service research on mobile and making a purchase within a day.