Mobile / studies

This study will help you understand the role of the internet in Hungarian travel purchases.

Key findings:

• 84% of Hungarian onliners conducted a trip in the past 12 months. Most trips are rather short (up to 5 days.)
• When going on a trip Hungarian onliners typically stay domestic: the vast majority spend their short or holiday trips within Hungary. Accordingly the most popular travel product are accommodation bookings.
• The internet plays a major role in the pre-purchase research process: 2/3 of the travellers who made a booking informed themselves online.

This study will help you understand the online research, offine purchasing of mobile phones in Poland.

Key findings:

• ROPO effect is evident in the mobile phone market – more than half purchase offline after having researched online and more than two in three conduct research online before purchasing either on or offline .
• One in five contract applications are submitted online – convenience and unrestricted availability are key drivers within this channel.
• However, amongst the other four in five who purchase offline, face to face contact is highly valued.
• Search engines are important tools when it comes to sourcing information – considered as useful as talking to sales staff offline, friends and family.

This study aims to understand the usage and influence of online & traditional media sources, in the purchase of new automobiles in Germany.

Key findings:

• The role of online sources has grown significantly since 2009. Search engines are the most used and valued online source.
• Online video is playing an increasingly important role with over half of the car buyers using them as part of their research.
• Mobile is becoming an important way for car buyers to conduct research.

If you’re interested in mobile strategy then this is a must-read study. Increased ownership of Smartphones is the key driver of growth in Mobile advertising, yet consumer adoption currently outpaces advertiser investment.

This study looks at:

• The key barriers to mobile advertising
• Mobile marketing strategy
• The mobile purchase funnel

Smartphones are changing the daily lives of users and generating innovative opportunities. Working with Brainjuicer and Contagious, Google looked to its own employees to identify trends among longtime smartphone users around the world. Among our key findings:

• Mobile is emerging as a critical bridge to information and communication on both a global and local scale, a connection between the digital and physical worlds
• Rather than replace other digital communication channels like e-mail and chat, mobile channels augment them; users actively manage who can reach them and how
• Smartphones are emerging as an everyday platform for entertainment, personal finance, and managing personal health and fitness metrics and routines

In this study we show a series of visually striking eye tracking hotspot-maps to highlight the differences between where people look on a desktop and mobile screen. We think this research will be of interest to anyone working on mobile strategy. Whether you’re looking to design a mobile site, or already have one and are considering mobile advertising.

Eye tracking demonstrates:

• The traditional above and below the fold does not exist on a mobile website; the screen is scrolled and checked carefully.
• Mobile advertising is an effective way of capturing people‘s attention and are similar in effectiveness to desktop adverts.
• Although people view mobile websites for less time than when using a desktop, their attention is more focused.

The objective of this study was to gain a deep understanding of smartphone consumer behaviour in the UK. The results show that smartphones are embedded in daily life. Extensive use occurs in all locations and across all occasions with simultaneous multiple screen usage being the norm.

Key Findings:

• Search and local search play a big role in smartphone activity, with high direct actions as a result of these searches
• Mobile is an intrinsic part of the purchase process and mobile ads have high cut through with nearly one-third of respondents stating that they are not averse to push advertising

Google partners up with the Mobile Marketing Association to understand how different countries differ in mobile usage and where mobile marketers are headed. We found:

• In Japan, the average consumer has 45 mobile apps installed on their phone, compared to 23 for the U.S. and U.K.
• 26% of U.S. marketers have quantified the offline impact of mobile sales. Compared to 7-16% of marketers outside of the U.S.

This study will help you understand the role of the internet in Hungarian retail purchases.

Key findings:

• Offline shopping is the prevailing purchase method in the retail categories under analysis – spread of online shopping differs per category.
• Online research drives offline sales: online research prior to offline purchase is very popular across all categories.
• Presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase.

Gifters are always on the search for the best toys that will put smiles on those little faces. More than 68% of all toy sales are influenced by the web. We wanted to understand just what kind of role does digital, search and mobile play in the shopping journey and partnered with Compete to find these insights:

• Over half of all online toy shoppers research on online retailer or mass merchant sites. Conversely, only 26% of them research on manufacturer sites. This indicates that a co-op investment strategy is crucial for toy manufacturer brands
• The top two ad types that were most effective for online toy shoppers were sponsored search engine listings (26%) and email ads (21%). Marketers should make sure the messaging and deals in the two are consistent to delivery a better experience
• 39% of online toy shoppers research for a window longer than 3 weeks, which was surprising for many of those in the industry. Marketers should lengthen their attribution window to maximize the opportunity
• Among online toy buyers, 90% of those who visited Amazon.com converted on Amazon.com. 72% of those who visited ToysRUs.com converted elsewhere. This business skews heavily towards online and merchants that are very skilled at delivering a top notch online shopping experience will have an advantage

What's more frustrating these days than unreliable internet connection? We wanted to know, how do consumers choose their internet providers for their home? What kind of research goes into the decision making process? With Compete, we found the following insights:

• Consumers don’t naturally look to bundle services, but tend to purchase bundles to save. Search provides consumers with price transparency when looking for the best offers
• Better customer service and saving money are the most important motivators for telecom shoppers. Interestingly, moving residences is the least impactful trigger
• Telecom shoppers are also looking for providers that can support their increased online video consumption. 35% of shoppers are now looking to online video as an alternative method for viewing TV/movies (up from 26% just one year ago). 26% are streaming video (up from 13% a year ago)
• 57% of wireline shoppers use search engines (including YouTube) as a resource when selecting a provider. Those who convert online are as likely to click on paid ads as much as an organic listing

Footwear shoppers have a ton of choices these days of where to buy, and with all the online deals, it's a cutthroat environment. Learn about how these shoppers cross-shop to better understand how to beat your competitors at the race:

• Among the race between branded sites versus retailer sites, a branded site can lose up to 78% of shoppers to retailers
• As some examples, more than 75% of all shoppers who had considered Kohl's or JCPenney as their outlet of choice, DID end up buying there. More than half of all shoppers who had once considered FootLocker or Nordstrom along the path to purchase, actually converted elsewhere
• At the end of the day, many shoppers are undecided on a brand or retailer and they shop around. Develop search and display strategies to draw them in and keep them there to convert