studies

39% of smartphone shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's smartphone research process and purchase journey and found that as a direct result of viewing smartphone product videos:

• 64% of smartphone shoppers became interested in specific smartphone models
• 44% were introduced to smartphone brands not previously considered
• 36% heard about the smartphone product for the first time
• 51% looked for promotions or coupons on mobile
• 61% visited a store as a result of watching a product video

More than half of all tablet shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in the tablet research process and purchase journey and found:

• As a direct result of viewing tablet product videos, 71% became interested in specific tablet models and 56% were introduced to tablet brands not previously considered
• 72% of viewers said tablet videos were useful in the purchase process and 44% visited a store as a result of watching
• 80% of tablet shoppers are likely to watch videos again the next time they are shopping for tablets

42% of TV shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's TV research process and purchase journey and found:

• Of those that watch TV videos in the research process, 81% watch for more than 10 minutes
• As a direct result of viewing TV product videos, 59% became interested in specific TV models and 61% were introduced to TV brands not previously considered
• Mobile has a significant role in the process. After viewing a TV product video, 72% looked up a store’s location on their mobile phone. 57% researched and shopped on mobile device while in retail store

We partnered with Compete to understand the role of video in today's tech research process and purchase journey. We studied across TV, smartphone, and tablet shoppers and found the following behavior surfaced as a direct result of viewing product videos:

• Overall, 44% of technology shoppers used videos while researching and shopping, of which 81% watch for more than 10 minutes
• Among those who viewed tech product videos, 64% became interested in specific technology product models and 55% were introduced to brands not previously considered
• 72% looked up a store’s location on their mobile phone and 57% researched and shopped on mobile while in a retail store

Gifters are always on the search for the best toys that will put smiles on those little faces. More than 68% of all toy sales are influenced by the web. We wanted to understand just what kind of role does digital, search and mobile play in the shopping journey and partnered with Compete to find these insights:

• Over half of all online toy shoppers research on online retailer or mass merchant sites. Conversely, only 26% of them research on manufacturer sites. This indicates that a co-op investment strategy is crucial for toy manufacturer brands
• The top two ad types that were most effective for online toy shoppers were sponsored search engine listings (26%) and email ads (21%). Marketers should make sure the messaging and deals in the two are consistent to delivery a better experience
• 39% of online toy shoppers research for a window longer than 3 weeks, which was surprising for many of those in the industry. Marketers should lengthen their attribution window to maximize the opportunity
• Among online toy buyers, 90% of those who visited Amazon.com converted on Amazon.com. 72% of those who visited ToysRUs.com converted elsewhere. This business skews heavily towards online and merchants that are very skilled at delivering a top notch online shopping experience will have an advantage

What's more frustrating these days than unreliable internet connection? We wanted to know, how do consumers choose their internet providers for their home? What kind of research goes into the decision making process? With Compete, we found the following insights:

• Consumers don’t naturally look to bundle services, but tend to purchase bundles to save. Search provides consumers with price transparency when looking for the best offers
• Better customer service and saving money are the most important motivators for telecom shoppers. Interestingly, moving residences is the least impactful trigger
• Telecom shoppers are also looking for providers that can support their increased online video consumption. 35% of shoppers are now looking to online video as an alternative method for viewing TV/movies (up from 26% just one year ago). 26% are streaming video (up from 13% a year ago)
• 57% of wireline shoppers use search engines (including YouTube) as a resource when selecting a provider. Those who convert online are as likely to click on paid ads as much as an organic listing

The purpose of this 2011 Google/Compete study is to quantify consumers' use of the online channel for automotive services research and shopping. Today's vehicle service shoppers:

• Typically purchase for routine maintenance or repair prefer to buy in-person when they need service quickly
• Buy online for price, selection and convenience.
• Compare two or more brands across sites.
• Increasingly watch videos to educate themselves

The Public Broadcasting System’s interactive arm helps individual PBS producers and local PBS stations create and promote each section within PBS.org for programs. Their web analytics tools had been installed, but proved difficult to maintain and use. PBS needed a cohesive system across the entire enterprise, and for this they turned to Google Analytics. With the help of LunaMetrics, a Google Analytics Certified Partner, PBS was able to:

• Implement a solution, customized by LunaMetrics, that would allow producers of individual programs to see only the data on those pages and microsites that related to their own shows.
• Enable reporting that is robust, tailored and meaningful. Stakeholders are able to use analytics to inform critical and timely business decisions on a day-to-day basis.
• Analysis of search engine trends led to an increase in PBS traffic by 30% during the first year after implementation. PBS also used conversion funnel data to optimize the registration path in PBSKids, increasing conversions by one-third.

Air Show Buzz (ASB) is a hub for air show and aviation enthusiasts. They needed to measure video views, online sales, the usage of a downloaded application, and the impact of social media. On top of that, they wanted to correlate offline events and activities to mobile website usage and branded merchandise sales. These effects were not being captured by their current analytics. With the help of Empirical Path, a Google Analytics Certified Partner, they were able to:

• Validate the investment in regional events using detailed geographic analysis available within Google Analytics.
• Track the downloaded Adobe AIR™ application, providing insights around the evolution of that product.
• Revealed the impact of popular content on sales which led ASB to employ strategies that emphasized the right content, ultimately leading directly to revenue increases.
• Customize around the three key functional areas – Executives, Product, and Marketing – the insights they needed to make decisions.

For a company that delivers curated advice from shopping experts to save shoppers money, measuring site and product performance is critical. SHOP.com was experiencing challenges with their current analytics tool and engaged Blast Advanced Media, a Google Analytics Certified Partner to help align the transition against strategy. Here are some of the wins SHOP.com experienced with the move to Google Analytics:

• A custom tracking strategy was implemented that would both meet SHOP.com's analysis objectives and provide for easy access to reports containing actionable insight.
• Integration of multiple Google AdWords accounts with their Google Analytics profiles to provide cost and conversion data that was previously not available.
• The transition to a custom Google Analytics configuration met all of their existing reporting needs as well as met new reporting goals that weren’t previously available. SHOP.COM gained better visibility into their many SEM traffic sources and millions of products in their marketplace.

Pre-roll video ads are playing an increasingly important role in online media plans, and many advertisers wonder how these newer formats compare with traditional TV ads. YouTube partnered with Ipsos on a study to understand how they complement or compete with one another:

• Among those exposed to the 15 second spot on both YouTube and TV combined, we found 2x better recall than TV alone, 1.5x better for those exposed to the 30 second spot
• 5 out of 6 advertisers saw ad recognition lift on the :15 spot for YouTube + TV over TV Alone, and 4 out of 6 advertisers saw lift on the :30 spot
• YouTube generally has the same impact on aided brand attribution as TV for both :15 and :30 ads

Marketers are stoked around the official start of the holiday shopping season - door buster deals and early store openings resulted in a 6.6 percent sales increase over last year. Online outlets scored double-digit increases and Cyber Monday sales total exceeded $1.2 billion. Shopper Sciences collaborated with Affectiva and the MIT’s Media Lab to get at some biometrics using a wrist sensor to understand exactly just how shoppers feel during shopping frenzies. Here's what they found:

• Despite the crowds, pushing, shoving and retailer out-of-stocks – shoppers are generally really excited about the overall experience
• Peak moments of shopper excitement include 1) moments before entering the store, 2) the process of navigating and finding the on-sale items, 3) when the shopper located and claimed one of the key sale items on their list
• The long lines to check out were in fact the source of greatest stress to shoppers
• Shoppers who prepared with online research before heading to the stores had the lowest stress curves of any of the groups. Additionally, those who first browsed deals online and then shopped in stores spent the most – more than $400 on average