Years ago the marketing wizards at P&G coined the term the 'Final Moment of Truth' which is the moment a customer picks your product off the shelf and puts it into their shopping basket.
The Google research shows that now brands have to be in the minds of consumers when they are 'thinking about thinking about buying'. And that's the Zero Moment of Truth. Consumers now check over 11 data points or sources of information before purchasing, according to the report. Many online, but also word of mouth etc. This demonstrates the importance of a through the line content strategy and making sure you can be found, no matter when, where or how a consumer might be looking for information on you.
Here's their video which gives a nice highlight of the thinking. The e-book is really worth a download, and depending on what industry you work in, they also have some really great stats available on the site.