Understand Consumer Behavior / studies

What are users doing on their tablets? And what aren't they doing? AdMob conducted a study across tablet users and found:

• The most popular activities on tablets include gaming (84%), searching for info (78%) and emailing (74%)
• Least popular include shopping (42%), reading ebooks (46%) and consuming entertainment (51%)

1 in 3 US Hispanics made an auto purchase last month. How do they use the Internet to aid their decision? This study with OTX found:

• Over 50% of US Hispanic auto purchasers research online before purchasing
• 65% of them use search engines for auto-specific information

How has the internet influenced the way US Hispanics purchase food and groceries for the home? This OTX study found:

• 54% of Hispanic CPG shoppers made a purchase in-store as a result of seeing online ads while researching
• Almost 50% of Hispanic shoppers use search engines for CPG-related info

How does the US Hispanic audience utilize the Internet to navigate retail decisions? This OTX study found:

• Clothing is the most popular retail item purchased by US Hispanics
• Over 40% of them are comparing prices and locating retailers on their smartphones
• As a result of seeing online ads, over 50% have made a purchase in-store

Hispanics in the U.S. are diverse, vibrant, and growing in their influence. Google commissioned OTX to discover how they shop for the latest tech products; the study found:

• 86% of online Hispanics access the Web on broadband
• 55% of U.S. Hispanics use search engines for tech-related information
• After seeing online ads while researching tech products, Hispanics are more likely to make their purchases in-store rather than online

The mobile device world is in a state of unprecedented acceleration--so how are consumers navigating this dizzying marketplace? A study by Google and Compete has found:

• Half of consumers don't know what 4G technology is nor which carriers offer it
• 69% of buyers take less than a week to arrive at a decision and make a purchase
• First-time smartphone users are 30% more likely to use search engines in the research process than repeat buyers

What online patterns do we see across prospective students seeking higher education? Google and Compete pair up to understand:

• Education queries grew 33% year over year while unique visitors to education sites grew 40%
• eduSearchers are more informed, but converting less
• Edu decision paths are scattered and non-linear

Hispanics account for 55% U.S. population growth. What’s more: 1 out of every 4 babies born in the U.S. are Hispanic. BabyCenter’s Hispanic Mom Acculturation study reveals key insights into the influence of acculturation on this growing segment and what it means for marketers. Study highlights:

• 57% of Hispanic Moms say they love to shop. Compare that with 30% for the general population. No matter what their level of acculturation, Latina Moms are much more likely to purchase name brand CPG products – good news for companies facing competition from less expensive generics.
• Hispanic Moms say mealtime is one of the best ways to bridge family and culture. 41% keep Hispanic food part of their daily diet and 57% cook from scratch. But as Hispanics Moms acculturate, they look for shortcuts and pre-packaged products to save time.
• Regardless of acculturation, Hispanic Moms perceive Spanish or some Spanglish in ads as an acknowledgement of their heritage. In fact, 50% of Hispanic Moms see Spanish ads on English websites as engaging and 35% find them helpful.

Nothing has more access to the C-suite than a mobile phone. Google and Forbes Insights teamed up for a study on how mobile technologies are impacting the way executives are doing business. Results include:

• The C-suite averages at least four different devices for business purposes
• Over half of them (56%) click on mobile web ads
• They're shifting to a non-text web - 54% of executives share online videos with colleagues at least weekly

More people are turning to the internet to research automotive parts, tires, services and accessories (PTSA) in order to "kick the tires" before purchasing. We specifically explored the role of Search in the purchasing process and found:

• Service sites had the largest percentage gain in traffic, increasing 1.5x in 2008 - 2010
• While brakes are researched online most, batteries have the highest online-offline conversion rate
• The average online research to offline purchase conversion rate for parts is 85%

A look at how travelers use online and offline resources to book hotels. A Compete survey found:

• Half of all hotel researchers indicated researching exclusively online
• Price was the leading reason for why consumers booked on a specific hotel website
• Booking online was the most dominant channel

With so many new technologies, how do consumers decide which device to buy? A Compete/OTX study found:

• Tablets and e-readers are the fastest growing categories
• Cross shop between tablets and e-readers is only 13%
• As queries increase, so do the conversion rates - and over half of portable PC shoppers perform more than five queries