studies

This study aims to understand the role of the internet in path to purchase in Germany.

Key findings:

• 50% of internet users have researched and compared products online
• 40% of offline buyers have conducted online research prior to purchase.
• 40% of offline buyers who researched online used Google at some point during their research process.
• ROPO buyers research almost as intensively as online buyers.
• Online research using a Search Engine can drive incremental offline sales above and beyond generic research.

This study will help you understand more about how consumers in Poland research and book travel online. This study includes insights on research and booking behaviour as well as preferred booking channels in Poland.

Key findings:

• The internet is an important booking channel for travel activities.
• Online information sources are outpacing offline sources, especially when it comes to finding concrete offers for accommodation and air travel.
• The internet is already outpacing offline sources when it comes to starting research and decision-making.

The objective of this study was to gain a deep understanding of smartphone consumer behaviour in the UK. The results show that smartphones are embedded in daily life. Extensive use occurs in all locations and across all occasions with simultaneous multiple screen usage being the norm.

Key Findings:

• Search and local search play a big role in smartphone activity, with high direct actions as a result of these searches
• Mobile is an intrinsic part of the purchase process and mobile ads have high cut through with nearly one-third of respondents stating that they are not averse to push advertising

Think search ads aren’t necessary when organic presence is high? Think again. Google observed what happened to organic clicks when paid search ads were paused in over 400 accounts across four countries. Using a statistical model to estimate the incremental clicks attributable to search ads for each advertiser, we found:

• On average, 89% of paid traffic to an advertiser’s site is lost and not recovered by organic clicks

McKinsey & Company unlocks the economic value and major beneficiaries of Internet search. Some of the main findings include:

• Search contributes, conservatively, some $540 billion directly to global GDP
• Knowledge workers experienced search-related productivity gains of up to $117 billion, flowing from faster and more accurate access to information.
• Advertisers achieve a 7:1 ROI on investments in search-based marketing, and large businesses overall a 17:1 ROI on investments in search technology deployment across the enterprise

This study will help you understand more about how consumers in Ukraine use various information sources, including the internet, when making retail purchases.

Key findings:

• Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
• Offline shopping is still the prevailing purchase method in the retail categories under analysis, however, visible growth potential for online in the future
• In the online research process search engines and consumer reviews are dominant tools for starting and intensifying product research
• Search is the most popular starting point for pre-purchase research and navigates to relevant sources

This study will help you understand more about how consumers in Ukraine research and purchase retail products online.

Key findings:

• Offline shopping is still the prevailing purchase method in the retail categories under analysis - however, visible growth potential for online in the future.
• Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
• In the online research process search engines (and consumer reviews) are dominant tools for starting and intensifying product research.

This study will help you understand more about how consumers in Portugal use various information sources, including the internet, when making retail purchases.

Key findings:

• Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
• In the online research process search engines (and e-shops) are the dominant tools for starting and intensifying product research – regardless of category
• Search engines are dominant tools for initial and intensive research: search creates awareness for new shopping facilities and navigates to relevant sources
• Accordingly presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase

This study will help you understand the role of the internet in Norwegian retail purchases.

Key findings:

• Offline shopping is still the prevailing purchase method in the analyzed Retail and CPG product categories – although the spread of online shopping differs per category.
• Online research drives offline sales: online research prior to offline purchase is very popular across all analyzed product categories.
• Search creates awareness for new shopping facilities, navigates to relevant information sources and creates significant ad contacts.

This study will help you understand the role of the internet in Russian finance purchases.

Key findings:

• Finance products are mainly bought offline. Only investment products reach noticeable shares for online purchase.
• ROPO effect is visible: the vast majority of online researcher made an offline purchase afterwards.
• Online is an important information source in the finance sector but is outpaced by offline, especially finance experts. A major barrier to online is the lack of personal advice as well as security concerns.

Google and Dove worked together to explore the impact of online advertising on in-store sales.

Key findings:

• The inclusion of online advertising resulted in a 6% sales uplift.
• Online was most effective when used in synergy with national TV – this led to a 11% sales up lift.
• Though the campaign advertised a single product it was effective in generating sales over the whole range.

Google worked with MediaMetrie to evaluate the impact of Perrier's crossmedia campaign.

Key findings:

• YouTube helps reach the hard-to-get audience.
• 24% of YouTube reach is incremental: these impressions are served to individuals who weren’t exposed to the TV campaign.
• 74% of YouTube contacts were delivered to those who were less exposed to the TV campaign.