studies

Nothing has more access to the C-suite than a mobile phone. Google and Forbes Insights teamed up for a study on how mobile technologies are impacting the way executives are doing business. Results include:

• The C-suite averages at least four different devices for business purposes
• Over half of them (56%) click on mobile web ads
• They're shifting to a non-text web - 54% of executives share online videos with colleagues at least weekly

People spend more and more time watching video content online, but how effective are YouTube ads in generating brand engagement with these viewers? A Compete study found:

• Consumers who see an advertiser’s ad on the YouTube homepage are 437% more likely to engage in a key brand activity on the same day than those who did not see the ad
• Masthead campaigns drive a 4X lift in engagement compared to 2X for standard video ads

More people are turning to the internet to research automotive parts, tires, services and accessories (PTSA) in order to "kick the tires" before purchasing. We specifically explored the role of Search in the purchasing process and found:

• Service sites had the largest percentage gain in traffic, increasing 1.5x in 2008 - 2010
• While brakes are researched online most, batteries have the highest online-offline conversion rate
• The average online research to offline purchase conversion rate for parts is 85%

A look at how travelers use online and offline resources to book hotels. A Compete survey found:

• Half of all hotel researchers indicated researching exclusively online
• Price was the leading reason for why consumers booked on a specific hotel website
• Booking online was the most dominant channel

With so many new technologies, how do consumers decide which device to buy? A Compete/OTX study found:

• Tablets and e-readers are the fastest growing categories
• Cross shop between tablets and e-readers is only 13%
• As queries increase, so do the conversion rates - and over half of portable PC shoppers perform more than five queries

As more Americans plan to travel, their use of the internet for travel-related research grows as well. A Google/OTX study gives insight into how travel shopping behaviors have evolved since past years, including:

• In 2010, there is a focus on rising mobile and video trends
• Search remains the number one source for planning leisure travel
• 81% of all travelers who watch videos visit YouTube

With so much clutter online, how can you deliver ads that are the most impactful? A study compared the Google Display Network to traditional homepage takeovers and found:

• The GDN reaches 10X more buyers than the best portal
• The GDN reaches more automotive buyers than any of the publishers’ homepages
• It also exclusively reaches over 90% of buyers that do not visit the best performing portal homepage on an average day

Inside the digital habits of U.S. Hispanic consumers. This study by Google and OTX found:

• 86% of online Hispanics are broadband users
• 78% of Hispanics have used a search engine to learn more about something they saw on TV
• 93% of Hispanics use mobile phones regularly

Should an advertiser trying to reach television fans use a traditional portal takeover or a Google Display Network blast? This study with Compete found:

• The GDN reaches over 4x more TV fans than Yahoo's homepage.
• Over 50% of TV fans can be reached by the GDN--but not by any portal

Should an advertiser trying to reach movie fans use a traditional portal takeover or a Google Display Network blast? This study with Compete found:

• 74% of movie fans can be reached through the Google Display Network
• Half of movie fans can be reached exclusively through the GDN, and not through traditional portals

Should an advertiser trying to reach video game fans use a traditional portal takeover or a Google Display Network blast? This study with Compete found:

• 76% of gamers visit the GDN every day, versus 17% visiting Yahoo.com
• The GDN exclusively reaches over half the gamers who don't visit the top-performing portal

Insights from Google and OTX on what trends emerged during the 2010 holiday shopping season, including:

• 50% of shoppers say they started early to beat the rush
• "Black Friday" searches in 2010 began to rise in July, compared to September in 2007
• Tuesdays are a particularly strong e-commerce shopping day