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.
Online to Store Insights from Case Studies: France, Germany and UK Icon
This study will help you understand to what extent offline sales are driven by websites and online advertising. Using case studies from Germany, France and UK this study looks at whether online ads drive incremental offline sales. How ROPO (research online, purchase offline) impacts on purchase behaviour. And if online advertising can deliver greater efficiency than offline media.
Key findings:
- Clear indications that offline sales are driven by websites and online advertising
- Considerable evidence to suggest that online advertising drives incremental offline sales
- ROPO clearly impacts purchase behaviour
Role of Online in New Automotive Purchases in Germany Icon
This study aims to understand the usage and influence of online & traditional media sources, in the purchase of new automobiles in Germany.
Key findings:
- The role of online sources has grown significantly since 2009. Search engines are the most used and valued online source.
- Online video is playing an increasingly important role with over half of the car buyers using them as part of their research.
- Mobile is becoming an important way for car buyers to conduct research.
Eye Tracking Study Comparing Mobile and Desktop Icon
In this study we show a series of visually striking eye tracking hotspot-maps to highlight the differences between where people look on a desktop and mobile screen. We think this research will be of interest to anyone working on mobile strategy. Whether you’re looking to design a mobile site, or already have one and are considering mobile advertising.
Eye tracking demonstrates:
- The traditional above and below the fold does not exist on a mobile website; the screen is scrolled and checked carefully.
- Mobile advertising is an effective way of capturing people‘s attention and are similar in effectiveness to desktop adverts.
- Although people view mobile websites for less time than when using a desktop, their attention is more focused.
Impact of Online Advertising on Consumer Packaged Goods (CPG) Sales: Germany Icon
This study will help you to understanding the role of online advertising in the media mix and evaluate its impact on offline (in store) sales for consumer packaged goods (CPG) in Germany. Google has analysed 92 cross media case studies to bring you these results.
Key findings:
- With online marketing, advertisers can reach their target audience effectively. YouTube in particular adds significant incremental reach.
- Online advertising drives offline sales – YouTube and SEM have a higher sales impact than traditional media.
- As a result, online advertising is very efficient - the ROI for YouTube and SEM is much higher than for any other media channel.
Understanding impact of online advertising CPG Icon
Understanding the role of online advertising in the media mix and evaluating it's impact on offline (in store) sales for consumer packaged goods (CPG). Analysis was conducted across 92 cross media case studies.
- With online marketing, advertisers can reach their target audience effectively. YouTube in particular adds significant incremental reach.
- Online advertising drives offline sales-YouTube and SEM have a higher sales impact than traditional media.
- As a result, online advertising is very efficient-the ROI for YouTube and SEM is much higher than for any other media channel.