- Czech Republic
- Hong Kong
- New Zealand
- Saudi Arabia
- South Africa
- United Arab Emirates
- United Kingdom
- United States
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.
This study will help you understand more about how consumers in South Africa use various information sources, including the internet, when making retail purchases.
- Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
- Accordingly presence in the online research process is crucial for relevance in the offline purchase process
- In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources
This study will help you understand more about how consumers in South Africa use various information sources, including the internet, when purchasing telco products.
- Search engine advertising supports the research process: 3 out of 4 search engine users have clicked on sponsored links
- Search engines are considered as the most useful online information source. In the research process they serve both the function of a first information impulse as well as a starting point for deeper research
- Even for the final purchase decision online sources maintain their relevance and are of the same importance level as offline sources
This research offers insight into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour.