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.

This study brings together the results of the study conducted to understand the incremental reach of YouTube, for TV campaigns

Key Findings

• YouTube reached 7.9% of target audience and added a 0.6% incremental reach to the TV campaign
• YouTube also helps reach the hard-to-get audience � more than two thirds of all YouTube contacts were served on the less exposed to TV.
• Relative to TV, for which the last points of reach are very expensive, YouTube is cost efficient

This online to store case study looks at offline sales of Panasonic digital cameras' in a major French retailer at national level from Q3 2011 to Q1 2012. The objective was to understand and quantify the effectiveness of online vs. offline media activity on a selected digital camera product and total Panasonic digital camera sales.

Key findings include:

• Panasonic market share of in-store digital camera sales at the retailer increased by 4% during the campaign period.
• 15% of 'Product X' in-store sales were driven by the brand marketing campaign, of which online advertising accounts for 40% (while being only 15% of the campaign budget)
• Compared to TV, online advertising delivers a higher return. Each € invested in Paid Search delivers 9 times the ROI on Product X sales compared to TV - Paid Search is the most cost effective digital channel followed by YouTube (Pre Roll/demo) - 13% of ‘Product X’ offline camera sales were driven by the web.
• Although the campaign was well executed, optimising the media mix reveals sales could have been increased by 9%, with the same campaign expenditure.

This study brings together the results of the study conducted to analyze the incremental reach of YouTube to the TV campaign for Nestle Crunch in France.

Key Findings

• YouTube reached 19,2% of general campaign target and added over 7,4% incremental reach to the TV campaign. With 38% of its net reach not exposed to TV, You Tube helped to reach an audience that is hard-to-get with TV.
• YT was also able to better equilibrate frequency levels amongst all TV audience groups with 66% of YT contacts distributed on lightly exposed to TV
• Adding YouTube to TV made the Crunch campaign more cost effective in obtaining this reach and effect.

This study brings together the results of the study conducted to analyze the incremental reach of YouTube to the TV campaign for L'Oreal Color Riche in France.

Key Findings

• YouTube reached 7% of general campaign target and added over 1.2 % reach to the TV campaign. 16.6% of You Tube Reach is incremental audience to TV
• YT is also able to better equilibrate frequency amongst all TV audience groups with 57% of YT contacts distributed on lightly exposed to TV
• The YT cost per point was 42% less expensive than the average TV cost per point above 59% of TV budget.

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 study aims at helping you understand the full marketing ROI on auto insurance sales in France. The study looks at the various marketing levers that drive traffic to MAAF's website, measures the impact between online and offline and concludes with some marketing mix optimisation recommendations.

The key findings were:

• 5.4% of auto insurance quotes are driven by search traffic
• 26% of the visitors on MAAF's website are driven by marketing levers. Paid search accounts for 31%.
• Paid search is the most cost-effective advertising driver: every 1 euro invested in paid search delivers 2x better ROI

Google and Kellogg's worked with MarketingScan to prove the efficiency of a Special K campaign on YouTube.

Key findings:

• There was a good synergy between YouTube and TV, with an 11% impact on Special K Cereals sales.
• Mid-term performances can be improve with a different media plan.

With smartphone penetration in France now at 38% and 55% 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 76% using their phone while doing other things such as watching TV (53%). 85% of smartphone users look for local information on their phone and 81% take action a result.
• Smartphones are critical shopping tools with 70% having researched a product or service on their device. 25% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 85% of smartphone users. Smartphones are also a critical component of traditional advertising as 47% 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 research offers unique insights into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour per market. The enumeration survey was conducted during Q1 2012 in 40 markets, this is the overview on SEEMEA emerging & mature markets.

Key findings:

• Highest smartphone and tablet usage in the UAE and Saudi Arabia. Among the European markets, Spain and France have the highest penetrations.
• In two thirds of the SEEMEA countries, PC penetration is higher than 66%. In half of the markets, Laptops/Notebooks are more popular than desktop pcs.
• Less than 2 thirds of the population use the Internet in 6 SEEMEA markets. Lowest usage in Egypt - with a clear distance to the other markets.
• Mobile networks are most often used to access the Internet on a smartphone followed by Wifi/WLAN at home.
• In Portugal and France Internet enabled TV are used by about one fifth of the population. eReaders are the device with the smallest penetration.

This study looks at mobile, tablet and internet usage across five key markets USA, UK, Japan, Germans, and France.

Key findings:

• An immense increase in smartphone usage across all key markets year over year – particularly in UK (+21%) – and a decrease in feature phone usage.
• Smartphone penetration is now at: US 44%, UK 51%, France 38%, Germany 29%, Japan 20%. Tablet usage also continues to grow in all five markets, with the largest increase in the US (now 13%) and UK (now 11%).
• Netbooks (like the Chromebook), purely designed to access the web, are on the rise especially in Germany, Japan, and US.
• In all key markets, almost every sixth household already uses internet enabled flatscreen TV devices.
• Internet penetration is at a high level in all key markets (around 80%) - PCs and tablets are mainly used for internet access.
• Across all five markets, smartphone usage is more prevalent in younger, male and highly educated segments as well as in larger households with children.