Technology
Explore the latest research from the technology industry. Find out how consumers search and shop for tech products, from consumer electronics to broadband services. Access our case studies, thoughts from leaders, infographics, and research data to learn how to improve your digital strategy for tech.
Studies
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Portable PC Shopper
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 ...
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Value of Search for Wireless Product Launches
Online searches are key to pre-purchase research when it comes to buying a mobile phone. Our Google/Compete study found:
- 62% of consumers who searched for a newly launched device purchased a phone
- Search directly drove 25% of all online ...
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Wireless Shoppers 2.0
Mobile phone shoppers have little loyalty. That's why it's more important than ever to understand their motivations. According to a Compete study:
- 78% of consumers didn't know which OEM they would purchase a phone from
- 63% of ...
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The Role of Search in the Tech and Home Entertainment Market
The objective of this study is to map the role of search in the purchasing process of Italian tech and home entertainment products.
Key Findings- The results show that search is an important part of the customer journey, with over ...
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A Cross Media Campaign to Raise Samsung Awareness
In Spring 2010, Samsung ran a multi-media campaign, including TV and YouTube, for the launch of its 3D LED TV with the goal of raising awareness around the product. This MetrixLab study found:
- 33% of those exposed to YouTube had ...
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Shopping For Telco Products in South Africa
This study will help you understand more about how consumers in South Africa use various information sources, including the internet, when purchasing telco products.
Key findings:
- Search engine advertising supports the research process: 3 out of 4 search engine users ...
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The Role of Search in a Customer’s Choice of Broadband Provider
Broadband shoppers research potential purchases online. Google and Nielsen studied the online search behavior of Broadband shoppers in the UK. We found:
- Broadband shoppers carry out 4.1 searches before they purchase
- 1/3 of broadband purchasers use generic searches ...
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The Role of Search in a Customer’s Mobile Experience
Today's mobile phone service shoppers are more likely to visit a service provider's website than a brick-and-mortar reseller. Google asked Nielsen to help us examine the online behavior of mobile shoppers. Among our findings:
- Consumers do an average ...
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Videos
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Groundswell of Understanding
Case Study
Groundswell of Understanding
Bill Ogle, CMO of Motorola Mobility, says that, like Gatorade, Motorola has begun to mine the totality of conversations about the brand across the Internet. Ogle describes how anger about certain products was handled by listening to customers and using ...
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Launches & Premieres
Interview
Launches & Premieres
Bill Ogle, CMO of Motorola Mobility, explains that because the life cycle of a phone is becoming shorter, new phone launches must be like movie premieres. Launches must create massive awareness quickly.
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Right / Left Brain
Interview
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. ...
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Small Business Marketing
Interview
Small Business Marketing
Dan Kohn, VP of Corporate Marketing at Pitney Bowes, discusses how technology allows relatively small, unsophisticated businesses to market efficiently and well, and how his company assists partners in marketing tasks using technology.
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Mobile as Mini-Internet
Interview
Mobile as Mini-Internet
Anand Rao, Partner of Diamond Management Technology Consultants, believes improvements in cell phone technology have made mobile a sort of "mini-Internet." Retail is at the forefront, but financial services and insurance companies are creating apps to increase interaction with customers.
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Traditional & Digital
Case Study
Traditional & Digital
Mary Garrett, VP of Marketing Communications at IBM, explains that traditional marketing must be combined with digital. Consumers are more receptive to the digital conversation and are willing to engage. Marketing to marketers is a growing focus for business technology ...
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Think like a Publisher
Interview
Think like a Publisher
Richard Gerstein, SVP Strategy and Marketing for HP Personal Systems, observes that media companies are now getting into operating systems and technology companies are providing content. New ecosystems are being built. Marketers need to step back and take a holistic ...
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Core Values
Interview
Core Values
Richard Gerstein, SVP Strategy and Marketing for HP Personal Systems, explains that as the technical differences between the high-end and low-end products in a category shrink, marketing becomes more important. Identifying value beyond the core capabilities of the product is ...
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Achieving Pace
Interview
Achieving Pace
Motorola's Director of Global Product Marketing, Floyd Wagoner, remarks upon the constant demand for fresh ideas and content in today's fast-paced marketing environment.
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Making Mistakes
Interview
Making Mistakes
Jeffrey W. Hayzlett, CMO of Eastman Kodak Company, talks about risks and innovation. Risk starts with allowing your team to make mistakes.