Google's Consumer Barometer 2015

Think Insight

An Insight on Google's global interactive tool,

the Consumer Barometer that has been updated

with 2015 data and now covers more than 45

countries and ten product categories.

The Online & Multiscreen World

People are more connected than ever, with increased

access across many devices, especially smartphones. The

Online & Multiscreen World helps marketers and planners

understand when, how and why people use the Internet.

Rates of Internet Usage

The Internet is an important

resource for many people.

While varying, Internet

usage rates are high

across many countries.

Rates of Daily Internet Usage

Many people who

access the internet do

so at least daily.

Internet Usage via Smartphones at

Least as Often as Computer

Smartphones play an

important role in

bringing people online.

In many cases,

smartphones are used at

least as often as

computers for accessing

the Internet.

Managing Shopping & To-Do Lists via

Smartphone

People use smartphones

for a wide range of

daily life activities, such

as managing shopping

and to-do lists.

The Smart Shopper

Internet plays a key role in the consumer journey for many

product categories. As a result, an integrated marketing

strategy is critical for marketers and planners. The Smart

Shopper shows how marketers can reach customers at key

decision-making moments across 20 products.

Online Purchase, Home Furnishings

In many countries, the

Internet is an important

method for purchasing

products like home

furnishings.

Online Purchase, Home Furnishings

The Internet is also an

important resource for

people looking to

research their product

prior to purchase.

Internet Use During Final Phase of

Purchase, Home Furnishings

Online research often

provides so much

information that

consumers are prepared

to purchase the product

offline immediately after

researching online.

First Product Awareness via the

Internet, Home Furnishings

The Internet even plays

an important role in

helping consumers

become aware of

products and offers.

The Local Shopper

Location-based advertising offers new opportunities for

small and medium-sized businesses to successfully attract

consumer attention. The Local Shopper helps businesses to

understand where and when people look for local

information and what type of information is most relevant,

thereby enhancing their advertising strategies.

Online Research While Searching

Locally

The Internet is widely-

used among consumers

searching for local

businesses.

Motivation for Local Search : To Find

a Specific Product or Service

Consumers are often

looking for a specific

product or service when

conducting a local search.

Type of Local Information Needed :

Prices

Businesses should ensure

consumers are able to

find what they're

looking for. While

people look for many

types of information,

prices are one of the

most commonly

searched items.

Devices Used for Local Search :

Smartphones

People look for local

information via several

devices, including

smartphones, so it's

crucial for businesses to

ensure that their site is

optimized for various

devices.

The International Shopper

As internet usage grows, so too does the potential for

international online purchases. The International Shopper

section allows businesses to explore the possibility of new

customer bases by identifying motivations and barriers for

cross-border purchases.

Frequency of International Purchase :

At Least Yearly

Many people who shop

online also purchase

online from abroad.

Motivations for Purchasing Online

from Abroad : Appealing Offer

Better availability is

often a reason for

buying online

internationally.

Challenges to Purchasing Online

from Abroad : Difficult Returns

Among those who don't

purchase online from

abroad, the ease of

returning products is

one of the challenges

faced.

Key Website Issues : No International

Shipping Offered

A lack of international

shipping options can

prevent those who do

buy online from abroad

from completing a

purchase.

The Smart Viewer

Online video has become a key channel for consuming

content. The Smart Viewer section offers insight into the

contexts and motivations of people watching online

videos, enabling planners to better understand and target

their audience in this space.

Frequency of Online Video

Viewership : At Least Weekly

Many people around

the world watch online

videos at least once a

week.

Level of Focus While Watching Online

Videos : Fully Focused

Viewers of online videos

tend to be highly focused

on video content.

Motivation for Watching Online

Videos : To Be Entertained / Inspired

While there are many

reasons to watch online

videos, the desire to

be entertained and

inspired is important to

viewers around the

world.

Relatedness of Online Video Content

to Surroundings

Video watching is

intrinsically motivated.

People generally watch

online videos that are

unrelated to their

surroundings.

Reference

https://www.consumerbarometer.com/en/insights/