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.

The Global Business Map provides a country profile for 48 countries on 6 different continents. The country profiles give an overview of fundamental country facts and specific market insights. We have collected those metrics most relevant for uncovering market potential and to help you recognise business opportunities specific to your company. This guide also provides an introduction to a range of products and tools available to you at Google, which are each explained briefly to help you get acquainted with the different ways in which you can reach out and connect with your target markets.

Each country page contains the following data:

• Basic Facts: official country name, capital, area, top-level domain, official or most spoken language, local currency, age distribution and GDP in terms of purchasing power parity and rank. GDP in each country has been expressed in US Dollars.
• Demographics: Population (total, growth and country rank), a breakdown of the age distribution according to gender and age group, median age.
• Internet statistics: The Internet penetration of the population, the total number of broadband and fixed Internet subscriptions, as found by the International Telecommunications Union.
• Google Contact: The email address that you can use to get in touch with our local representatives. They will be happy to give you more insight into the statistics you can find in the pages here and connect your ideas with the appropriate Google products.

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. The enumeration survey was conducted during Q1 2012 in 40 markets and this is the overview presentation on 11 Northern and Central Europe (NACE) markets.

Key results:

• Growing smartphone & tablet penetration in all NACE markets.
• In Norway, Sweden and UK every second adult uses a smartphone.
• In most NACE-countries mobile networks are the most often used channel to go online via smartphone.
• In every market laptops are more common than desktops – Norway has highest laptop share.
• Across all countries (private) internet usage is on a high level. In the Netherlands, Norway and Denmark private usage reaches 90%.

With Denmark's smartphone penetration now at 45% and 39% 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 behaviour 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 83% using their phone while doing other things such as watching TV (59%). 79% of smartphone users look for local information on their phone and 80% take action a result.
• Smartphones are critical shopping tools with 70% having researched a product or service on their device. 30% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 87% of smartphone users. Smartphones are also a critical component of traditional advertising as 59% 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.

Key findings:

• Internet and TV are the lead media for Danish onliners: They are considered as the most important media sources in daily life and they are on top both in terms of usage frequency and usage intensity. Both media are often used simultaneously.
• Internet access points serve different usage purposes: personal administration is preferably done at home whereas knowledge and education seeking are typical topics at work. Getting updates on current events or accessing social networks is popular while browsing via mobile devices.
• High popularity of social networks among Danish internet users: 7 out of 10 are registered in social networks and more than one third use social on a daily base. Marketing on social networks works: in the past 2 months about 30% of the social networkers claim having promoted products online by clicking on “like” buttons.
• Mobile internet access is already quite established: 38% of the Danish onliners access the mobile internet via smartphone – mostly with an android phone. Internet functionality will become a core factor for future mobile purchases.
• High interest in mobile payment: almost 40% of the mobile internet users claim their interest in paying with their mobile phone or smartphone.

This study will help you understand more about how consumers in Denmark research and shop online. We've looked at behaviour when researching and buying a range of products from food and drink, to clothes and TVs.

Key findings:

• Offline shopping is still the prevailing purchase method in the retail categories.
• Online research drives offline sales: online research prior to offline purchase is very popular across all analysed product categories.
• In the online research process, search is by far the dominant tool for starting and intensifying product research, regardless of category.

This study will help you understand more about how consumers in Denmark research and purchase travel online.

Key findings:

• The internet is by far the most important booking channel in the travel vertical regardless of travel product and trip length
• Online research in the travel vertical has to meet highly differentiated information needs: on average 9 topics are expected to be found on the internet
• Search engines are the top online information source and widely used in every research stage, as they serve as an important navigator to relevant sources
• Bookings in the travel vertical are accompanied by an in-depth research process with online sources being most frequently considered for information purposes.

This study analyses the importance of search within the online purchase process, across 8 different sectors: automotive, travel, finance, telco, travel, tech and fashion retail, over a 12 week process.

Key Findings

• Search engine marketing campaign planning should take the whole search process into consideration.
• Long time lag and multiple searches take place from initial search to ultimate conversion, although emphasis is during first week.
• Generic keywords play a major role in the process.