Measure & Analyze / 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.

This online to store case study looks at offline sales of Panasonic digital cameras' in a major French retailer at national level from Q3 2011 to Q1 2012. The objective was to understand and quantify the effectiveness of online vs. offline media activity on a selected digital camera product and total Panasonic digital camera sales.

Key findings include:

• Panasonic market share of in-store digital camera sales at the retailer increased by 4% during the campaign period.
• 15% of 'Product X' in-store sales were driven by the brand marketing campaign, of which online advertising accounts for 40% (while being only 15% of the campaign budget)
• Compared to TV, online advertising delivers a higher return. Each € invested in Paid Search delivers 9 times the ROI on Product X sales compared to TV - Paid Search is the most cost effective digital channel followed by YouTube (Pre Roll/demo) - 13% of ‘Product X’ offline camera sales were driven by the web.
• Although the campaign was well executed, optimising the media mix reveals sales could have been increased by 9%, with the same campaign expenditure.

This study aims at helping you understand the full marketing ROI on auto insurance sales in France. The study looks at the various marketing levers that drive traffic to MAAF's website, measures the impact between online and offline and concludes with some marketing mix optimisation recommendations.

The key findings were:

• 5.4% of auto insurance quotes are driven by search traffic
• 26% of the visitors on MAAF's website are driven by marketing levers. Paid search accounts for 31%.
• Paid search is the most cost-effective advertising driver: every 1 euro invested in paid search delivers 2x better ROI

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 looks at mobile, tablet and internet usage across five key markets USA, UK, Japan, Germans, and France.

Key findings:

• An immense increase in smartphone usage across all key markets year over year – particularly in UK (+21%) – and a decrease in feature phone usage.
• Smartphone penetration is now at: US 44%, UK 51%, France 38%, Germany 29%, Japan 20%. Tablet usage also continues to grow in all five markets, with the largest increase in the US (now 13%) and UK (now 11%).
• Netbooks (like the Chromebook), purely designed to access the web, are on the rise especially in Germany, Japan, and US.
• In all key markets, almost every sixth household already uses internet enabled flatscreen TV devices.
• Internet penetration is at a high level in all key markets (around 80%) - PCs and tablets are mainly used for internet access.
• Across all five markets, smartphone usage is more prevalent in younger, male and highly educated segments as well as in larger households with children.

This study will help you understand to what extent offline sales are driven by websites and online advertising. Using case studies from Germany, France and UK this study looks at whether online ads drive incremental offline sales. How ROPO (research online, purchase offline) impacts on purchase behaviour. And if online advertising can deliver greater efficiency than offline media.

Key findings:

• Clear indications that offline sales are driven by websites and online advertising
• Considerable evidence to suggest that online advertising drives incremental offline sales
• ROPO clearly impacts purchase behaviour

The objective of this study was to understand how French consumers use the internet and other sources to research and purchase automotive aftersales products.

Key findings

• The internet is a key auto aftermarket info source, which is used across the entire purchasing process.

• Search engines are the most consulted source and plays a key role across the purchase journey.

• Mobile searches widely used and likely to increase in future.