Reach Target Consumers / studies

UK Olympics multi-screen consumer insights on media consumption and multi-screening across TV, mobile, tablet and computers during the Olympics in the UK from several pieces of primary research conducted by Google.

Key Findings:

• On any given day 1 in 3 UK adults followed the Olympic action on multiple screens.
• The Olympics caused people to try new things on their digital devices, such as live streaming on smartphones, downloading new apps or joining a new social network.
• Smartphones enhance the live event experience. Almost 1 in 3 Olympic Park attendees looked up online content on their phones while they were there.

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.

This study looks at ROPO (research online purchase offline) behaviour in UK FMCG sector, focusing on FMCG searchers and those who have visited a grocery retail online site. The study combines single source data for online behaviors and offline purchases in those categories.

Key Findings:

• In 2011, 64% of UK internet users spent significant time researching brands before making a major purchase (vs. 50% in 2008).
• 47% of main shoppers visit grocery retailer websites and 72% search for FMCG related terms. Two thirds of main shoppers search for Food & Drink related terms, half search for Beauty information.
• Main shoppers who Search & Visit spend +13% more in-store than those who do neither.
• Main shoppers who search for FMCG information online are younger, more affluent and have larger households.

One of the aims of Cadbury’s London 2012 programme is to engage with a younger audience of customers aged 18 to 25 years old. With the goals of interacting with this tech-savvy demographic, standing out from other sponsors and extending its reputation for creativity and innovation, Cadbury embraced Google+ in the following ways:

• With every advert or new creative, early in the process Cadbury thinks, ‘How are we going to bring this alive in social media? Is there a way for our fans to become a part of it?’
• Cadbury has been careful to give their followers a reason to come to their Google+ page by sharing exclusive content they can’t find anywhere else. For example, special edition Google+ chocolate bars were made to feature on the page.
• Hangouts let Cadbury connect fans to interesting personalities, from Olympic athletes to chocolate experts. "Hangouts are a really great way to quite literally see people eye to eye."
• Use of social extensions in AdWords, which links Cadbury’s Google+ page to its AdWords campaigns drove a 17% uplift in click-through rate (CTR) across all their AdWords campaigns.
• Installment of the Google+ badge on its homepage drove a consistent 10,000 new Google+ followers per day. Also, since the addition of the badge and code on www.cadbury.co.uk, Cadbury experienced an increase of 7.5% of traffic from Google URLs.

With UK smartphone penetration now at 51% and 59% 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 behaviour 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 80% using their phone while doing other things such as watching TV (55%). 85% of smartphone users look for local information on their phone and 81% take action a result.
• Smartphones are critical shopping tools with 95% having researched a product or service on their device. 31% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 84% 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.

Google commissioned GfK to help understand women aged 25-50 who buy CPG products for their household. Key findings included:

• 88% of British women use the internet and search online.
• 60% of UK women have searched online within the CPG category.
• Women who search in the category spend, on average, 20% more in store.

This study will help you understand to what extent offline sales are driven by websites and online advertising. Using case studies from Germany, France and UK this study looks at whether online ads drive incremental offline sales. How ROPO (research online, purchase offline) impacts on purchase behaviour. And if online advertising can deliver greater efficiency than offline media.

Key findings:

• Clear indications that offline sales are driven by websites and online advertising
• Considerable evidence to suggest that online advertising drives incremental offline sales
• ROPO clearly impacts purchase behaviour

This study presents the attitudes and behaviours of new car buyers in 13 countries.

• On a global level, the most important sources for researching a new automobile are auto dealerships, search engines and manufacturer websites.
• 65 percent of new car buyers use search engines either as a primary or gateway to other sources.
• Online video plays an increasingly important role in the purchase of new automobiles. 54 % watch online auto videos produced by manufacturers.
• Mobile devices are becoming an important way for car buyers to conduct research.

This study maps the role of search in the sign up for gambling sites in the UK market.

Key findings:

• Search is an important part of the customer journey. 29% of those who sign up, use search in their journey
• Nearly 3/4th of sign ups occur within 24 hours.
• More than 1 in 4 of the customers use generic search terms

This study will help you understand more about how consumers in the UK research new car purchases online.

Key findings:

• The most important sources for researching a new car are dealerships, search engines and dealer websites.
• The role of search has grown significantly since 2009
• Online videos play an increasingly important role; nearly half of car buyers use them (and 8 out of 10 say they have a positive impact).
• Thanks to the proliferation of smartphones, mobile devices are becoming an important way for car buyers to conduct research.

This UK study used eye tracking, biometrics and an online survey to understand levels of engagement in YouTube TrueView Skippable pre-rolls versus standard YouTube pre-rolls, in which viewers are not able to skip the ads.

The key findings were:

• Opted-in users were 75% more engaged whilst watching TrueView Instream ads, compared with those watching the same creative as a standard pre-roll.
• Skipping after the first five seconds of a TrueView Instream (a free impression), delivered over half of the uplift to Advertising recognition compared with a full view.

This study analyses the importance of search within the online purchase process, across 8 different sectors: automotive, travel, finance, telco, travel, tech and fashion retail, over a 12 week process.

Key Findings

• Search engine marketing campaign planning should take the whole search process into consideration.
• Long time lag and multiple searches take place from initial search to ultimate conversion, although emphasis is during first week.
• Generic keywords play a major role in the process.