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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.
The Zero Moment of Truth for Consumer Electronics Study
How is the consumer electronic purchase process changing in a digitally powered world? How effective are traditional ads at changing purchasing behavior? Google partnered with Shopper Sciences to reveal the role of the Zero Moment of Truth for the personal ...
The Zero Moment of Truth for Bank Deposits Study
How is bank account activation changing in a digitally powered world? How effective are traditional ads at changing actual purchasing? Google partnered with Shopper Sciences to reveal the role of the Zero Moment of Truth for bank deposits within the ...
The Zero Moment of Truth for Insurance Study
How is insurance purchase behavior changing in a digitally powered world? Google partnered with Shopper Sciences to reveal the role of the Zero Moment of Truth for the insurance industry and found:
- The path to purchase in the insurance category ...
The Zero Moment of Truth for Investments Study
How is investment account activation changing in a digitally powered world? What role do new media like social & mobile in driving consumers to open new investment accounts? How effective are traditional ads at changing actual purchasing? Google and Shopper Sciences ...
The Zero Moment of Truth for Credit Cards
How is credit card acquisition behavior changing in a digitally powered world? How effective are traditional ads at changing actual decision making? Google partnered with Shopper Sciences to reveal the Zero Moments of Truth for the credit card industry and ...
The Mobile Movement
An in-depth and comprehensive look at the rise of the smartphone craze. How are adults in the U.S. using these devices for search, purchasing, and media consumption? Among the findings:
- 81% of smartphone users access the Internet on their ...
A Window Into Film
This whitepaper published by our entertainment industry team looks at the evolution of home entertainment consumption through the lens of search. We uncovered these interesting insights:
- Moviegoers searched 1.75X more per film in 2010 than in 2008
- Queries on ...
The Zero Moment of Truth Macro Study
Consumer decision-making prior to the actual moment of in-store or online purchase -- the so-called "Zero Moment of Truth" -- has become increasingly relevant. Google partnered with Shopper Sciences to identify what's shaping consumer decisions on this path to purchase. Some ...
The Zero Moment of Truth Heat Maps by Industry
Across industries, how do online and offline sources stack up against each other? When are they most widely used? How influential are the sources? With the help of 5,000 shoppers we depict the intersection of these variables in a ...
The Zero Moment of Truth Heat Maps by Source
Find out which industries rely more heavily on online sources over traditional sources in these heatmaps. Shoppers are now interacting with sources of information prior to the shelf but after being exposed to a stimulus like a TV ad. We ...
BabyCenter 21st Century Mom 2011 Mobile Mom Handbook
Mobile phones – and smartphones in particular – are indispensible to moms. In fact, overall adoption of smartphone ownership among moms has risen 64% in the past two years. BabyCenter’s 21st Century Mobile Mom Report reveals:
- Moms are 18% more likely ...
2011 Path to Purchase for Investments
Google and Compete wanted to understand how applicants utilize search and media during their research and purchase process to apply for an investment product. Further, we wanted to link the the relationship between types of searching activity and subsequent online ...