Research Library
Welcome to our multi-media library of custom research from Google and select partners, case studies, interviews with thought leaders, soundbites from our many industry events, and more. It's designed to arm marketers and agencies with knowledge and proof points to move their businesses forward. Everything's free and on-demand — pick a topic and browse away!
Featured Studies
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Mobile Search Moments: Understanding How Mobile Drives Conversions
As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of "mobile conversions" that can occur such as phone calls, store visits, or purchases on other devices. In partnership with Nielsen, Google analyzed ...
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YouTube TrueView ads double monthly trade-in vehicles at Rick Case Honda, resulting in 12x ROI
Rick Case Honda partnered with Car-mercial.com to produce YouTube TrueView in-stream ads encouraging vehicle trade-ins. After launching the ads, the dealership doubled the number of trade-ins from a competing make from 10 per month to 20 per month. Rick ...
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Chevy Sonic "Firsts" campaign leveraged YouTube to engage millennials
Chevrolet launched a series of YouTube videos for the Chevy Sonic "Firsts" campaign, supported by a full suite of YouTube Google ads. They saw a net increase in subscribers on their YouTube channel, as well as increased brand lift and ...
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Wireless Customer Perceptions
Qualitative study using Google+ as the qualitative research platform and carried out in partnership with Sterling Brands. Here we talk to first-time smartphone owners. While we began with the intention of producing a purchase-cycle and data usage oriented study, a ...
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New Dads Study
Qualitative study using Google+ as the qualitative research platform and carried out in partnership with Sterling Brands. We delve into an increasingly influential consumer segment, new dads, to understand their role in baby-related purchase decision making, their views on new ...
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Android Army ZMOT Case Study
A brand manager can't be there for every single zero moment today. Marc Vanlerberghe, Android's Senior Director of Global Marketing, shares his solution in this ZMOT case study, "I spend almost 100% of my time building and arming ...
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Smartphone Launch Predictor
Product upgrades, and having the latest and greatest devices are top reasons consumers purchase new smartphones. Google has been following smartphone launch trends since 2010. We found that search predicts smartphone sales, with over 90% accuracy. In this 2012 Smartphone ...
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Holiday Quick Guide
Are you dialing up your marketing efforts for the retail holiday season already? Google pooled its 2011 holiday learnings to develop this quick guide to highlight the most important retail holiday facts, key dates and search trends at a glance ...
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Holiday Consumer Intentions 2012
Today, people no longer see a line between online and offline shopping, and neither do smart retailers. This year online and offline shopping experiences are more seamless than ever before - across pricing, functionality, and promotions - making this the first "Nonline ...
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Priceline.com Grows Mobile Site's Share of Business by 31%
Priceline.com wanted to cater to a growing global mobile device audience while increasing traffic and conversions. Priceline.com created a mobile-friendly site with current-location search, simplified content and larger buttons, and a more streamlined checkout. Using Google Mobile Ads ...
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The Meaning of Mobile
We know a lot about WHAT people are doing in the mobile space: when they use their phones, what activities they do with their phones, how many times a day they use their phones, etc. But what is missing in ...
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The Digital Journey to Wellness: Hospital Selection
Google partnered with Compete, Inc. and fielded over 500 hospital researchers to understand what influences hospital selection and what role digital plays in the journey. Here are some highlights from the study:
- 84% of patients use both online and offline ...
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Featured Videos
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Light TV Viewers in 2012: A Major Shift to Online from TV
Research
Light TV Viewers in 2012: A Major Shift to Online from TV
At the end of 2011, several signs seemed to indicate that younger viewers were watching less TV and spending more time online. In fact, broadcast only/broadband homes have increased 22.8 percent since Q3 2011. Google conducted a series of new ...
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Google Hispanic Marketing Forum 2012: The Patient Journey
Research
Google Hispanic Marketing Forum 2012: The Patient Journey
Univision and Google partnered to get a better understanding of the Hispanic patient journey. This study explores how and why this consumer segment is important to healthcare marketers and shares insights on the best way to target this audience.
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Google Hispanic Marketing Forum 2012: Case Studies
Case Study
Google Hispanic Marketing Forum 2012: Case Studies
A compilation of case studies featured at the Google Hispanic Marketing Forum 2012 event. Ford, Nestle, Ai Media and Liberty University highlight how to engage with the US Hispanic audience using Google's ad products.
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Google Creative Sandbox 2011: New York City
Highlights
Google Creative Sandbox 2011: New York City
Creative Sandbox events celebrate the intersection of creativity and technology and inspire digital possibilities.
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Target the Lifetime Value of Customers
Highlights
Target the Lifetime Value of Customers
Peter Fader: Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School, University of Pennsylvania, Co-Director - Wharton Customer Analytics Initiative. As more financial services firms get to know their customers better, questions arise about how this will improve ...
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Toyota Swagger Wagon Video's Development
Interview
Toyota Swagger Wagon Video's Development
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., discusses how the Toyota Swagger Wagon campaign began via YouTube.
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Incredible Pace of Change with Mobile
Interview
Incredible Pace of Change with Mobile
In an interview, Karim Temsamani, VP of Global Mobile at Google, the growth of mobile phones as well as the growth of the mobile web overall.
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4 Screens - Right Time, Right Place
Interview
4 Screens - Right Time, Right Place
In an interview, Moira Davis, Vice President of Marketing at ESPN, talks about delivering content on four screens and providing the right content to their fans based on their needs state.
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Understand the User, Understand the Magic, Connect the Two
Interview
Understand the User, Understand the Magic, Connect the Two
Ed Sanders, Group Marketing Manager - Creative Lab at Google, discusses in an interview marketing today, and the importance of understanding the user, understand the magic and connect the two.
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Mobile Transforming Health
Interview
Mobile Transforming Health
In an interview, Aurora Archer, Senior Director, Digital Distribution Channels at AstraZeneca, talks about how health is personal and relevant and mobile is transforming the pharmaceutical industry.
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The Future of Mobile
Interview
The Future of Mobile
In an interview, Michael Slinger, Director of Mobile Ads at Google, talks about the importance of building a mobile site and how to grow your mobile strategy.
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Google Think Tech Highlights 2011: One Connected Consumer
Highlights
Google Think Tech Highlights 2011: One Connected Consumer
Consumers are using many screens to engage, communicate and transact and it's increasingly important to reach every unique customer in a multi-screen world. Digital technology and devices have changed the relationship between brands and consumers -- and brands are challenged ...
Featured Infographics
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The Furniture Shopper's Path to Purchase
The Furniture Shopper's Path to Purchase
Digital is changing the purchase path for furniture shoppers. Today, 74 percent of all shoppers start their research online, driving 50 percent year-over-year growth for some retailers. Mobile search amplifies the opportunity for brand discovery, powered by generic keywords. Check ...
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Looking for Love
Looking for Love
Digital channels are helping to increase Valentine's Day spend, with more and more shoppers turning to search to help them find the ideal gift. In fact, Valentine's Day search spikes now start earlier and last longer than ever before, with ...
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Wireless Customer Perceptions Infographic
Wireless Customer Perceptions Infographic
This infographic talks to first-time smartphone owners. While we began with the intention of producing a purchase-cycle and data usage oriented study, a larger meta-story emerged in the process around how wireless carriers can take control of their relationship with ...
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New Dads Infographic
New Dads Infographic
An infographic about an increasingly influential consumer segment, new dads, to understand their role in baby-related purchase decision making, their views on new life with a baby, and how marketers can better reach and message to them.
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The Media Habits of Teens and Young Adults
The Media Habits of Teens and Young Adults
92% of teens and twenty-somethings engage with at least two devices simultaneously. 44% spend more time watching online video than TV. This infographic provides marketers with insights around just how to get in front of this elusive audience.
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The Digital College Experience Infographic
The Digital College Experience Infographic
What is the back-to-school mindset and the behaviors of college students? This infographic depicts what's on the minds of college studies - from their perception of textbooks to study habits to the use of technology in the classroom.
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The Growing Face of Advertising on YouTube 2012
The Growing Face of Advertising on YouTube 2012
As YouTube's global audience hit 800 million users in 2012, YouTube's content inventory has kept pace and has grown to 160 channels of original programming. Google looked at audience reach and brand metrics across 448 campaigns in 6 countries (U.K., ...
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Adweek Google Digital Holidays Infographic
Adweek Google Digital Holidays Infographic
According to Google's latest study, 85% will shop for a gift by starting on one device and finishing on another. Check out this holiday infographic from Adweek and Google to learn how marketers can get ready for the first multiscreen ...
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The Digital Journey to Wellness: Hospital Selection Infographic
The Digital Journey to Wellness: Hospital Selection Infographic
A Google infographic to illustrate what influences hospital selection and the role digital plays in the journey to wellness.
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Create and Capture Demand Infographic
Create and Capture Demand Infographic
An infographic that depicts the key digital touchpoints at which marketers can influence their customers, thereby creating and capturing demand for their brand. The visuals highlight consumer insights from Google's 2012 clickstream and survey research with Compete, as well as ...
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2012 Tech B2B Infographic
2012 Tech B2B Infographic
Recently, Google conducted two studies to analyze Tech B2B customer engagement, revealing that most Tech B2B customers do their homework before making important purchases for their businesses. This summary infographic sums up how today's B2B customers behave.
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The New Multi-Screen World Infographic
The New Multi-Screen World Infographic
A visual summary of how consumers use different devices together. Multi-screening has quickly become the norm and people have developed specific preferences related to using devices at the same time or in sequence.