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Google Research Informed Consumer
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The Informed Consumer
Google Confidential and Proprietary 1
The Informed ConsumerConsumers Research (and Search) More
Please do not re-purpose for sales, outside of your company
Careful Consumers
U.S. consumers are still spending, but more cautiously. What does this mean for the marketer?
Google Confidential and Proprietary 2
the marketer?
Consider Them Informed Consumers
Google’s new consumer survey shows that people are spending much more time researching before purchasing.
Google Confidential and Proprietary 3
researching before purchasing.
More Research Means More Time Online
54% spend more time researching products
53% use search engines more to research purchases
We asked U.S. consumers how their shopping habits have changed since thedownturn in the economy.
Google Confidential and Proprietary 4
39% buy more products online (rather than in-store)
54% spend more time researching products online before they buy them in a store
Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 U.S. respondents
22%
29%
8%
6%
4%
11%
0% 5% 10% 15% 20% 25% 30% 35%
Search engine results/ads
Websites
Recommendations
Physical stores
TV ads
Newspaper ads
We asked U.S. consumers about their main sources of information on products and services since the economic downturn.
Search is the #1 Consumer Information Source
Google Confidential and Proprietary 5
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
0%
0%
0%
3%
4%Newspaper ads
TV shows
Internet ads
Newspaper articles
Email newsletters
Sales people
Product/service experts
Radio shows
Radio ads
Magazine articles
Magazine ads
Direct mail/Catalogs
Outdoor ads
Telemarketing
Print phone books
Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 US respondents.
Online sources total: 53%
Sources of Traffic to Hitwise Retail 500, December
Business and Finance
Entertainment
Email Services
Retail 500
Search Engines
2008
2007
Search is the #1 Traffic Source to Retailers
Google Confidential and Proprietary 6
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
News and Media
Portal Frontpages
Lifestyle
Social Networking and Forums
Rewards and Directories
Business and Finance 2007
Source: Hitwise, provided to Google 02/25/2009. Retail 500 is Hiitwise’s index of 500 leading retailers.
Share of Google Referred Traffic to Retail 500
15.0%
20.0%
25.0%
Sh
are
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+12%
+23%
+13%
+18%
Shoppers Referred by Google Increasing
Google Confidential and Proprietary 7
0.0%
5.0%
10.0%
15.0%
Nov Dec
Sh
are
of
Up
str
ea
m T
raff
ic
fro
m G
oo
gle
2006
2007
2008
+12%+13%
Source: Hitwise, provided to Google 02/25/2009.
People Say They’re Searching for Savings
53% spend more time online searching for the latest promotions and discounts
We asked U.S. consumers how their shopping habits have changed since thedownturn in the economy.
Google Confidential and Proprietary 8
46% spend more time searching for coupons on the Internet
Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 U.S. respondents
And Google Query Volume Reflects This
U.S. searches for “coupons” on Google.com since 2004
Google Confidential and Proprietary 9
U.S. searches for “deals” on Google.com since 2004
Source: Google Insights for Search. Query numbers are normalized and presented on a scale of 0-100 relative to Google queries over time.
Quick Tips to Reach the Informed Consumer
Make sure product info is accessible on
your site
Consumers are researching online
more
Consider search engine presence
throughout buying cycle
Search is #1 information source
Add special offers to website and
purchase pages
Consumers are looking for
coupons and deals
Google Confidential and Proprietary 10
Consider paid search on
“consideration” keywords
Consider display ad buys on content
sites used for research
cycle
Adjust budget allocation
For paid search, ensure landing
pages have enough info
Add savings and offer messaging to
search ads
Add “coupon” keywords to paid
search buys
Thank You!
Google Confidential and Proprietary 11
Thank You!
Q&A
Appendix
Google Confidential and Proprietary 12
Appendix
Google’s “Touchpoints” Consumer Study
• A large-scale survey of U.S. consumers who made a purchase in one of 26 product/service categories during the last six months
• Goal was to explore the role of the Internet and other channels in consumer behavior and research
Google Confidential and Proprietary 13
• Survey conducted December 2008-January 2009
• Base of 8,675 respondents, representative of U.S. consumers, for results included in this presentation
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