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 Ireland's smartphone penetration now at 43% and 67% 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 89% using their phone while doing other things such as watching TV (59%). 89% of smartphone users look for local information on their phone and 90% take action a result.
• Smartphones are critical shopping tools with 82% having researched a product or service on their device. 36% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 92% 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 analyzes the finance, travel and insurance verticals in Ireland.

Key findings:

• On average, international companies with local Irish online shops earn the highest amount of online spendings.
• Online payment with credit and laser cards are the most relevant and preferred methods of payment for buying travel, insurance and financial products online.
• Search engines and websites of financial institutes dominate the initial and the intense online research phase for insurance and financial products

This study will help you understand more about the YouTube audience in Ireland.

Key findings:

• YouTube is the leading website for online video sites in Ireland: it is in an excellent position in terms of awareness and usage and is seen as a likable site.
• YouTube users are highly engaged and digitally active.
• YouTube ads evoke action: Clicking on the ad to get to the advertisers’ website or visiting the advertisers’ website later are the most likely actions followed by an ad contact on YouTube.

This study will help you understand more about how consumers in Ireland research and shop online. We've looked at behaviour when researching and buying a range of products from furniture and domestic appliances, to clothes and sport equipment.

Key findings:

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