Insights on the Digital Landscape
Curious about how consumers use the Internet especially related to purchasing goods and services? Well, you’re in luck. Google recently released a new tool called Consumer Barometer. It’s research from across the globe designed to deliver insights that businesses can use to plan marketing on the digital landscape. We’ll cover some surprises and interpretation of the data.
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A Multi Screened World
Most of us know that the smartphone market has exploded here in the U.S. But did you know that Singapore tops the chart at 85%?! In comparison the U.S. is in fifth place at 57%. Here are some other surprising stats shared via the Consumer Barometer research and insights tool:
- The Netherlands has the highest usage of multiple screens. They average 3.6 devices. Again the U.S. is in fifth place, averaging 2.9.
- 92% of the population using the Internet in Turkey is on social media. This percentage is higher than the United Kingdom and U.S. Germany trails at 52%. So don’t be surprised if your buddy in Berlin isn’t on LinkedIn.
- 31% of U.S. Internet users made their last clothing/footwear purchase online. So, cyber deals this holiday shopping season really makes sense.
- 21% of U.S. shoppers used their smartphone for their last purchase. Doing Internet research on the small screen is definitely rising in importance. How mobile-friendly is your website’s shopping cart?
- 57% of major appliance purchases (e.g., TVs, refrigerators) started with online research and concluded with offline shopping.
- 53% of U.S. respondents watched videos to be entertained or inspired. Expect to see more creativity in videos highlighting products in order to capture and keep attention. Bite-sized (short in length) are typically consumed while commuting (11%). Hopefully those folks are passengers on public transportation and not driving!
- Only 8% of U.S. viewers watched videos to learn/shop a product or service.
Consumer Barometer Graph Builder
This “tool” is actually an interesting way to graph the information gathered via this Google-sponsored survey. You can view global info as well as build graphs for a specific country.
The Graph Builder in the Consumer Barometer tool allows you to dig a bit into one survey question; at the end of the graph shows other relevant questions/ information. I found the graphs to be an easier way to digest the concepts and relationship in the data.
Working on your 2015 online marketing plan? Any insights you’ll use in talking with your prospects across multiple screens?
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photo credit – top: Noise Sensitive
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