Consumers’ media and channel decisions are becoming more complex. This study aims to explore this phenomenon, examining consumers’ media and channel usage across different stages of consumer decision journey in both online and offline channels. Our results suggest that consumers show diverse patterns of channels and platforms choices across their decision journey. Our results show that consumers tend to frequently switch channels and platforms as their decision journey progresses, while their choices on different stages seem related to each other. Moreover, consumers seem to consider various factors to make their decisions in the decision journey stages. In sum, our results suggest that consumers use various media and platforms together to satisfy various factors in decision journey stages, and that managers need to take these findings into account when developing their customer management strategy.