Why High-Consideration Purchases Take 1–6 Months — and How Providers Can Win Trust During the Wait

Most high-consideration purchases—such as healthcare treatments, professional services, and lifestyle commitments—do not happen quickly. Our research shows that nearly 60% of people take between one and six months to make their decision.

This long cycle isn’t wasted time. It’s a signal that customers are careful, cautious, and looking for reassurance before committing. For providers, the implication is clear: don’t try to rush people through — help them through.

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How Long People Take

When asked how long it took to move from “seriously considering” to making a decision (or deciding not to proceed), people reported the following:

• Less than 1 month: 20%

• 1–3 months: 31%

• 3–6 months: 29%

• 6–12 months: 10%

• More than 12 months: 5%

• Still undecided: 6%

Chart suggestion: A vertical bar chart with each timeframe. Annotate the 1–3 and 3–6 month segments, showing that together they represent 59.53% of decisions.

The data forms a bell curve centred around the 1–6 month window. Few people buy immediately. Few stall indefinitely. The majority live in the messy middle.

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Why the Middle Matters

Why do people need months to decide? The qualitative responses make it clear:

• Cost concerns dominate: 49% said affordability was their top issue, with mentions of “too expensive,” “hidden fees,” and “unclear pricing.”

• Trust and credibility are fragile: 18% worried about choosing the wrong provider, falling for fake reviews, or being misled.

• Effectiveness and results matter: 21% wanted to be sure it works before committing.

• Information overload slows decisions: too much jargon, too many providers, too little clarity.

This isn’t procrastination; it’s due diligence. People want to be confident they’re not making a costly mistake.

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How People Research

During this period, customers don’t rely on a single source. They triangulate information across human, digital, and experiential channels:

• Friends/family: 50%

• Provider websites: 49%

• Professionals: 48%

• Videos/testimonials: 36%

• Before/after stories: 35%

• Social media: 32%

• Independent reviews/articles: 31%

Chart suggestion: A clustered bar chart of research sources, showing that no single channel dominates.

For providers, this means that being present in multiple touchpoints is essential. If your website is clear but your reviews feel fake, trust breaks. If reviews look strong but your site lacks pricing, doubt grows.

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Implications for Providers

Long timelines don’t mean lost opportunities. They mean you need to design for the wait.

1. Clarify Costs Without Fear

Hidden costs kill momentum. Transparent pricing pages, finance options, and “what’s included” tables give people the clarity they crave.

2. Prove It Works

Case studies, outcome timelines, and honest testimonials matter more than glossy claims. People don’t just want marketing—they want evidence.

3. Simplify the Comparison Process

Most people consider multiple providers. Tools that let them compare side-by-side (pricing, features, guarantees) reduce the paralysis of choice.

4. Nurture Over Time

Because most decisions take months, single campaigns won’t cut it. Create staged content—emails, retargeting, resources—that adapts as people move closer to a decision.

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Key Takeaway

High-consideration purchases are slow by nature. Nearly 6 in 10 people decide between 1 and 6 months, weighed down by cost, trust, and too much information.

The providers who win are those who reduce uncertainty over time: making costs clear, proving outcomes, and guiding comparisons. Instead of rushing prospects, help them cross the bridge to confidence—on their schedule, not yours.