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Understand Consumer Behavior / studies
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.
How Consumers Shop for Electronics
When they're looking for the latest gadgets and electronics, do consumers search online or in stores? A study with OTX found:
- 84% of consumers say their top resource for researching electronics purchases is the Internet
- 43% say they plan ...
How Consumers Shop for Home Furnishings
Even the home furnishings market is moving online. Google and OTX found in this survey:
- 55% of home furnishing buyers have researched online and then bought online
- 60% have researched online but then bought in-store
- 37% of shoppers have considered ...
Home Consumers Shop for Apparel
Google and OTX teamed up to find out how consumers shop for apparel online. This survey found:
- 50% of apparel consumers say they research online and then buy online
- 55% say they research online and then buy in-store
- Online apparel ...
How Consumers Shop for Hand Bags
The Internet is a valuable tool in helping women navigate the complicated handbag retail market. This study with OTX found:
- 50% of women shopping for handbags both online and offline use the Internet to help make a decision
- 35% of ...
How Consumers Shop for Lamps & Lighting Accents
For people looking to buy lamps and lighting accents, the Internet can produce some bright solutions. This study by Google and OTX found:
- 56% of lamp and lighting shoppers use the Internet to research both online and offline purchasing decisions ...
The Multi-Screen Olympics
UK Olympics multi-screen consumer insights on media consumption and multi-screening across TV, mobile, tablet and computers during the Olympics in the UK from several pieces of primary research conducted by Google.
- On any given day 1 in 3 ...
Fashion & Design - Print or Digital (Italy)
When it comes to understanding the trends in Italian women's consumption of fashion media, the key question is whether their focus is shifting from print to digital. We found that although digital consumption is on the rise, consumers are ...
YT Advertising Effectiveness (CEPU Italy)
YouTube is a valuable tool for brands looking to improve awareness, image, and likeability. Running a bespoke YouTube marketing campaign, or tailoring an existing campaign for a YouTube audience, can significantly improve the positive attitude towards your brand. To the ...
The optimal budget allocation of TV vs. YouTube
As more and more consumers get online, brands need to shift campaign focus from traditional to digital media. Research shows that TV viewing time is not equally distributed, so TV advertising does not always reach the target audience at the ...
Measuring the Pre-Roll ROI in the Media Mix: Aviko in the Netherlands
This study will help you understand more about the ROI of pre-roll ads in the media mix of the Aviko campaign in the Netherlands.
- Targeted Pre-roll has lower cost/GRP than TV on most audiences, whereas Pre-roll has ...