Understand Consumer Behavior
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.
Studies
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The Role of Video in the Smartphone Purchase Process
39% of smartphone shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's smartphone research process and purchase journey and found that as a direct result of viewing smartphone product ...
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The Role of Video in the Tablet Purchase Process
More than half of all tablet shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in the tablet research process and purchase journey and found:
- As a direct result of viewing tablet ...
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The Role of Video in the TV Purchase Process
42% of TV shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's TV research process and purchase journey and found:
- Of those that watch TV videos in the research ...
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The Role of Video in the Tech Purchase Process
We partnered with Compete to understand the role of video in today's tech research process and purchase journey. We studied across TV, smartphone, and tablet shoppers and found the following behavior surfaced as a direct result of viewing product ...
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The Role of Digital in the Toy Shopper's Journey
Gifters are always on the search for the best toys that will put smiles on those little faces. More than 68% of all toy sales are influenced by the web. We wanted to understand just what kind of role does ...
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The Wireline Study 2011
What's more frustrating these days than unreliable internet connection? We wanted to know, how do consumers choose their internet providers for their home? What kind of research goes into the decision making process? With Compete, we found the following ...
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2011 Vehicle Service Path to Purchase
The purpose of this 2011 Google/Compete study is to quantify consumers' use of the online channel for automotive services research and shopping. Today's vehicle service shoppers:
- Typically purchase for routine maintenance or repair prefer to buy in-person when ...
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Excitement Runs High for Black Friday Shopping
Marketers are stoked around the official start of the holiday shopping season - door buster deals and early store openings resulted in a 6.6 percent sales increase over last year. Online outlets scored double-digit increases and Cyber Monday sales total ...
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The Footwear Path to Purchase and How Shoppers Search
Almost 20% of total footwear sales are online. We asked Compete to help us track how footwear shoppers navigate the path to purchase, including how they search and found:
- 43% of shoe shoppers use search throughout purchase process
- There are ...
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Category Insights on the Footwear Shopper
Do marketers have a separate footwear marketing strategy for men vs. women? What about by type of shoe? We gleaned some of these insights out of this year's footwear meta study and share this piece here:
- Men were more ...
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Online Cross-Shopping Behavior for Footwear
Footwear shoppers have a ton of choices these days of where to buy, and with all the online deals, it's a cutthroat environment. Learn about how these shoppers cross-shop to better understand how to beat your competitors at the ...
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2011 Holiday Consumer Intentions
Signs point to positive retail growth for the holidays: October same-store sales were on the rise, traffic to top retail sites have increased 10% vs. 2010, and FedEx anticipates a 12% increase in holiday shipments vs. year ago. We asked ...
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Videos
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Mobile & Local's Connectivity
Interview
Mobile & Local's Connectivity
In an interview, Richard Schatzberger, Co-Founder of CO: Collective, discusses the intersection between local & mobile in the advertising space.
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Relevance to the User
Interview
Relevance to the User
In an interview, Frederic Bonn, Executive Creative Director at Razorfish, talks about the importance for marketers to be more relevant to the user.
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Mobile's Magic
Interview
Mobile's Magic
In an interview, Richard Schatzberger, Co-Founder of CO: Collective, talks about getting clients involved in the mobile space.
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Local, Social & Mobile Integration
Interview
Local, Social & Mobile Integration
In an interview, Richard Schatzberger, Co-Founder of CO: Collective, talks about the integration of local, social, and mobile is going to be key in the future of advertising.
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Mobility & Small Screens
Interview
Mobility & Small Screens
In an interview, Johnny Vulkan, Partner at Anomaly, talks about the difference between mobile the device and mobility the behavior.
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Mobile Sharability
Interview
Mobile Sharability
In an interview, Richard Schatzberger, Co-Founder of CO: Collective, discusses the future of mobile & the importance to share via mobile.
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Connections Today
Interview
Connections Today
In an interview, Rei Inamoto, Chief Creative Officer at AKQA, talks about how change in society is driven by connections.
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Surprises in Marketing Today
Interview
Surprises in Marketing Today
In an interview, Olivier Rabenschlag, Group Creative Director at TBWA, talks about how he is surprised with what takes off in advertising, what doesn't and how it evolves.
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Technology is Making Magic Happen
Interview
Technology is Making Magic Happen
In an interview, Rei Inamoto, Chief Creative Officer at AKQA, talks about the importance of technology in making magic happen.
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Think Mobile First
Interview
Think Mobile First
In an interview, Olivier Rabenschlag, Group Creative Director at TBWA, talks about how he always approaches a creative problem with mobile first and then growing outwards.
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Art of Emotion, Storytelling & Heart
Interview
Art of Emotion, Storytelling & Heart
In an interview, Patrick O'Neill, Executive Creative Director at TBWA, talks about the advertising industry and how people rediscovering the art of emotion, storytelling, and heart.
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The Importance of Not Making Assumptions
Interview
The Importance of Not Making Assumptions
In an interview, Rei Inamoto, Chief Creative Officer at AKQA, discusses the importance of getting rid of assumptions about people's behavior in marketing today.
Infographics
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Online Consumption Infographic
Online Consumption Infographic
A visual depiction of consumers' online consumption habits today.
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African-American Digital Consumers Infographic
African-American Digital Consumers Infographic
A summary infographic that depicts how African-Americans are in the forefront of the digital frontier.
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5 Stages of Travel Interactive Infographic
5 Stages of Travel Interactive Infographic
Explore the five stages of travel and find out how travelers move from dreaming to sharing.
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Word of Mouth Infographic
Word of Mouth Infographic
Follow the path of brand conversations on the internet.
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ZMOT: The New Mental Model of Marketing
ZMOT: The New Mental Model of Marketing
Introducing the new marketing mental model. 84% of American shoppers are engaging with brands at the The Zero Moment of Truth. Marketers who update their mental models to include ZMOT are poised to win.
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The Mobile Movement Infographic
The Mobile Movement Infographic
An illustration that sums up how users are impacted by smartphones in their everyday lives.