Dentsu Digital Conducts Original Survey on 'Accidental Purchasing,' Finds Nearly 1 in 5 Purchases are Serendipitous Encounters

Dentsu Digital's new survey reveals that 'accidental purchasing' accounts for nearly 20% of consumer buying behavior, even for high-involvement products, presenting a significant marketing opportunity for challenger brands.
Market Research ReportNQ 92/100出典：PR Times

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  • 📰 Published: May 20, 2026 at 20:03
  • 🔍 Collected: May 20, 2026 at 11:31
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Dentsu Digital Inc. conducted its 'Accidental Purchasing Marketing®: Accidental Purchasing Survey 2026' across 15 product/service categories to understand new trends in consumer behavior. The survey revealed that 'accidental purchasing' constitutes about 20% of consumer buying actions, alongside traditional 'planned purchasing.' This means that even if a consumer intended to buy a specific brand, a brand switch occurs in about 1 out of 5 purchases due to last-minute encounters with other products on social media or in stores. Notably, this phenomenon isn't limited to low-cost daily goods but also occurs in high-involvement categories like luxury brands (21%), life insurance (23%), and card loans (23%). This presents a significant opportunity for challenger brands, as accidental purchases are often driven by the excitement of a 'new discovery.'

FAQ

What is 'accidental purchasing' according to the survey?

Unlike 'planned purchasing' where a consumer researches and intentionally buys a specific product, 'accidental purchasing' occurs when a consumer discovers a product serendipitously through social media, community recommendations, or in-store encounters while browsing without a specific goal, and this encounter leads to a purchase.

What percentage of consumer purchases are accidental?

The survey, conducted across 15 product categories, found that accidental purchasing accounts for an average of 17.8%, which is approximately one in every five purchases.

Does accidental purchasing only apply to low-cost items?

No, the research shows that accidental purchasing also happens with high-involvement products that typically require careful consideration, such as luxury brands (21%), life insurance (23%), and card loans (23%).

Which types of brands can benefit most from this trend?

The article suggests that 'challenger brands' with less name recognition have the most to gain, as accidental purchases are often driven by the appeal of a 'new discovery,' giving them an opportunity to win over customers from major brands.

What is Dentsu Digital's 'Accidental Purchasing Marketing®'?

It is a marketing support service offered by Dentsu Digital that strategically designs accidental encounters between consumers and products by combining creativity and data to capitalize on this purchasing trend.

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