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 per market. The enumeration survey was conducted during Q1 2012 in 40 markets, this is the overview on SEEMEA emerging & mature markets.

Key findings:

• Highest smartphone and tablet usage in the UAE and Saudi Arabia. Among the European markets, Spain and France have the highest penetrations.
• In two thirds of the SEEMEA countries, PC penetration is higher than 66%. In half of the markets, Laptops/Notebooks are more popular than desktop pcs.
• Less than 2 thirds of the population use the Internet in 6 SEEMEA markets. Lowest usage in Egypt - with a clear distance to the other markets.
• Mobile networks are most often used to access the Internet on a smartphone followed by Wifi/WLAN at home.
• In Portugal and France Internet enabled TV are used by about one fifth of the population. eReaders are the device with the smallest penetration.

This study will help you understand the online research, offine purchasing of mobile phones in Poland.

Key findings:

• ROPO effect is evident in the mobile phone market – more than half purchase offline after having researched online and more than two in three conduct research online before purchasing either on or offline .
• One in five contract applications are submitted online – convenience and unrestricted availability are key drivers within this channel.
• However, amongst the other four in five who purchase offline, face to face contact is highly valued.
• Search engines are important tools when it comes to sourcing information – considered as useful as talking to sales staff offline, friends and family.

This study will help you understand the online research, offine purchasing of financial services

Key findings:

• ROPO effect clearly evident with 63% conducting research online before buying offline.
• Online sources more important than traditional media, but direct contact is overwhelmingly the most important within the financial services cateogory.
• Online important throughout purchase process, but particularly during the early stages where it overshadows direct contact
• Online considered both highly useful – significantly more so than traditional media – and credible.
• Time saving and the breadth of information online are key

This study will help you understand more about how consumers in Poland research buying a new automobile online.

Key findings:

• The most important sources for researching a new car are search engines, auto dealerships and friends and family
• Search engines are the most used and valued online source
• Online videos play an increasingly important role; t7 out of 10 buyers watch them
• Thanks to the proliferation of smartphones, mobile devices are becoming an important way for car buyers to conduct research.

This study will help you understand more about how consumers in Poland research and book travel online. This study includes insights on research and booking behaviour as well as preferred booking channels in Poland.

Key findings:

• The internet is an important booking channel for travel activities.
• Online information sources are outpacing offline sources, especially when it comes to finding concrete offers for accommodation and air travel.
• The internet is already outpacing offline sources when it comes to starting research and decision-making.

Based on face-to-face interviews, this study explores the role of the internet in Polish home and garden purchases.

Main findings include:

• Online is a commonly used source throughout the process – significantly ahead of traditional media and store/manufacturer information.
• Search engines are key – used as an information source in its own right, but also the most common means of reaching an online destination.
• Online is used because it is a quick and convenient means of accessing a wide variety of different types of information.

This study looks at the role of online in the purchase of personal care products, such as: make-up, hair care and fragrances in Poland.

Key findings include:

• Currently about one in five polish people buy personal care products online.
• Search engines are key - both the most commonly used and most important source of information online.
• Price and convenience are the two overarching drivers of personal care product purchasing online.

This research offers insight into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour.