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.

The Global Business Map provides a country profile for 48 countries on 6 different continents. The country profiles give an overview of fundamental country facts and specific market insights. We have collected those metrics most relevant for uncovering market potential and to help you recognise business opportunities specific to your company. This guide also provides an introduction to a range of products and tools available to you at Google, which are each explained briefly to help you get acquainted with the different ways in which you can reach out and connect with your target markets.

Each country page contains the following data:

• Basic Facts: official country name, capital, area, top-level domain, official or most spoken language, local currency, age distribution and GDP in terms of purchasing power parity and rank. GDP in each country has been expressed in US Dollars.
• Demographics: Population (total, growth and country rank), a breakdown of the age distribution according to gender and age group, median age.
• Internet statistics: The Internet penetration of the population, the total number of broadband and fixed Internet subscriptions, as found by the International Telecommunications Union.
• Google Contact: The email address that you can use to get in touch with our local representatives. They will be happy to give you more insight into the statistics you can find in the pages here and connect your ideas with the appropriate Google products.

This research offers unique insights into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour. The enumeration survey was conducted during Q1 2012 in 40 markets and this is the overview presentation on 11 Northern and Central Europe (NACE) markets.

Key results:

• Growing smartphone & tablet penetration in all NACE markets.
• In Norway, Sweden and UK every second adult uses a smartphone.
• In most NACE-countries mobile networks are the most often used channel to go online via smartphone.
• In every market laptops are more common than desktops – Norway has highest laptop share.
• Across all countries (private) internet usage is on a high level. In the Netherlands, Norway and Denmark private usage reaches 90%.

With Austria's smartphone penetration now at 36% and 52% 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 78% using their phone while doing other things such as watching TV (52%). 88% of smartphone users look for local information on their phone and 87% take action a result.
• Smartphones are critical shopping tools with 95% 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 79% of smartphone users. Smartphones are also a critical component of traditional advertising as 61% 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 analyzes the gambling behavior and the research patterns of gamblers in Austria.

Key findings:

• Approximately 65% of gamblers who use internet in Austria, gamble online
• Nearly half of the gamblers inform themselves about gambling on internet. Search engines are the most important source for research.

This study will help you understand the purchase funnel within the tech industry in Austria

Key findings:

• Online shopping is established across all tech categories and most likely for the categories Audio/Video equipment and PC hardware. However, overall buying offline is still the predominantly chosen purchase method in the tech vertical.
• Mobile commerce somewhat established as well: 27% of the onliners who bought tech products online in the past 24 months have already made a purchase via smartphone – this equals about 9% of all onliners.
• Online research highly relevant in all product categories: 8 out of 10 tech shoppers of the past 24 months used the internet for pre-purchase research. For starting and intensifying research on tech products online information sources are clearly first choice and already outpacing offline sources.
• Online research drives offline sales: across the board more than 60% of the shoppers who researched online made their purchase offline (ROPO effect).
• Search engines are the dominant tools in the actual online research process with Google being by far the most frequently used search engine. One third of the search engine users remember having clicked on search ads and almost half of these made a purchase afterwards.
• Accordingly presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase.

This study will help you understand more about how consumers in Austria 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.

Key findings:

• Online research drives offline sales; online research prior to offline purchase is very popular across all categories (ROPO effect)
• In the online research process, search engines are the dominant tool for creating awareness and navigating to relevant sources