Reach Target Consumers / studies

For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.

Key Findings

• Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
• Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
• Products of higher value show both more online research and more online purchase than lower value products.

With Norway's smartphone penetration now at 54% and 65% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 87% using their phone while doing other things such as watching TV (62%). 81% of smartphone users look for local information on their phone and 82% take action a result.
• Smartphones are critical shopping tools with 71% having researched a product or service on their device. 24% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 87% of smartphone users. Smartphones are also a critical component of traditional advertising as 56% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

This study will help you understand more about how consumers in Norway research and shop tech products online. We've looked at behaviour when researching and buying a range of tech products from mobile devices and computer hardware to TVs and home appliances.

Key findings:

• Online purchase is an established purchase method in the tech vertical, however, overall offline purchase is still the predominantly chosen purchase method.
• Mobile commerce already has significant spread: about one third of the onliners who bought tech products online in the past 24 months have already made a purchase via smartphone.
• Online research drives offline sales: across the board more than 50% of the shoppers who researched online made their purchase offline (ROPO effect.)