Reach Target Consumers / 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.

With Switzerland's smartphone penetration now at 43% and 56% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 82% using their phone while doing other things such as watching TV (50%). 91% of smartphone users look for local information on their phone and 90% take action a result.
• Smartphones are critical shopping tools with 96% having researched a product or service on their device. 29% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 86% of smartphone users. Smartphones are also a critical component of traditional advertising as 69% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

This study will help you understand more about how consumers in Switzerland use various information sources, including the internet, when making finance purchases.

Key findings:

• Offline contracting is the prevailing purchase method in the finance vertical. However, online contracting is established as well and particularly strong for shares, health and travel insurances
• The internet is a popular channel for processing banking transactions with 8 out of 10 Swiss onliners using online banking
• Online research prior to purchase is relevant for all analysed products

This study will help you understand more about how consumers in Switzerland research and purchase CPG and Retail products online.

Key findings:

• Online search is relevant within all CPG and retail product categories.
• Online purchase is an established purchase method across all categories – most popular in the category entertainment with more than one third regular online buyers.
• Across all categories more than 25% of the search engine users claim having clicked on sponsored links and more than 40% of those who clicked on sponsored links made a purchase afterwards.