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Understand Consumer Behavior / studies
It’s an adage as old as the advertising industry itself: know your customer. Digital media gives marketing professionals extraordinary new tools for acquiring detailed information about and reaching consumers. But the proliferation of new media also raises our curiosity. What are consumers’ general media habits like? How do they toggle between online and offline? Is your customer more impulsive or thoughtful?
Here at Think Insights with Google, we're curious about all these human behaviors too. Lucky for you, we've done all the heavy lifting. You can find something about your consumer here, across virtually every media platform and most major industries. So go ahead, get to know your customer.
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.
- 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 Denmark's smartphone penetration now at 45% and 39% 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 83% using their phone while doing other things such as watching TV (59%). 79% of smartphone users look for local information on their phone and 80% take action a result.
- Smartphones are critical shopping tools with 70% having researched a product or service on their device. 30% 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 59% 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 Denmark research and shop online. We've looked at behaviour when researching and buying a range of products from food and drink, to clothes and TVs.
- Offline shopping is still the prevailing purchase method in the retail categories.
- Online research drives offline sales: online research prior to offline purchase is very popular across all analysed product categories.
- In the online research process, search is by far the dominant tool for starting and intensifying product research, regardless of category.