studies

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

Key findings:

• 6 out of 10 Greek Onliners use online banking.
• Online research impacts offline sales: ROPO effect visible for all products with about 80% of the online researchers usually contracting offline.
• Search top navigator tool for finance research on the internet: 2/3 of the online researchers start on search in order to navigate to relevant research sources.

The objective of the study was to understand the effect of marketing on IKEA's sales in Italy, with a particular focus on the synergy between online and offline media activity and the effectiveness of paid search. IKEA's sales drivers were isolated and quantified using econometrics models showing that 9.7% of total sales are influenced by controllable marketing factors.

Key findings

• TV advertising has the greatest impact but paid search is the second highest marketing driver of sales.
• Paid search is more effective at driving sales than banners.
• TV and paid search work in conjunction to boost sales.

This white paper looks at the impact of online research on offline sales. Four out of ten people prefer to research online before purchasing offline (ROPO). This seven page paper will help you understand what impact ROPO is having on your business, and how understanding the relationship between online research and offline sales will help you get under the skin of these valuable customers.

We invite you to join us in exploring this new digital frontier.

This study will help you understand more about how consumers in Finland research and shop online. We have looked at behaviour when researching and buying a range of products from furniture to sport equipment, to clothes and TVs.

Key findings:

• Online shopping is an established purchase method among Finnish internet users: overall two thirds of the people online buy regularly on the internet.

• Interest in online shopping is not limited to special verticals but various product categories are bought on the internet.

• Search engines serve as a key navigator in the online shopping process and are the dominant source for discovering new online shops.

This study will help you understand more about how consumers in Norway research and shop tech products online. We've looked at behaviour when researching and buying a range of tech products from mobile devices and computer hardware to TVs and home appliances.

Key findings:

• Online purchase is an established purchase method in the tech vertical, however, overall offline purchase is still the predominantly chosen purchase method.
• Mobile commerce already has significant spread: about one third of the onliners who bought tech products online in the past 24 months have already made a purchase via smartphone.
• Online research drives offline sales: across the board more than 50% of the shoppers who researched online made their purchase offline (ROPO effect.)

Using a series of UK case studies, we’ve look at the return on investment (ROI) across the media mix, from Youtube and search, to TV and outdoor. Working with big name brands, such as: Cadbury, Coke and Flora, we have been able to pull out a number of key findings, including:

• The effectiveness of online marketing at reaching a target audience
• Evidence that online advertising drives offline sales
• The efficiency of online advertising

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

This study will help you understand more about the YouTube audience in Ireland.

Key findings:

• YouTube is the leading website for online video sites in Ireland: it is in an excellent position in terms of awareness and usage and is seen as a likable site.
• YouTube users are highly engaged and digitally active.
• YouTube ads evoke action: Clicking on the ad to get to the advertisers’ website or visiting the advertisers’ website later are the most likely actions followed by an ad contact on YouTube.

Google and Ubisoft worked together to measure the crossmedia impact of YouTube and TV in Ubisoft's Just Dance III web and TV campaign.

Key Findings

• YouTube delivers a strong incremental reach (reached 12.8% of the target audience and added 4.8% reach to the TV campaign.)
• 37% of the reach delivered by YouTube was incremental to TV.
• YouTube also helped to reach the hard-to-get audience, including those with only light exposure to TV.

This study maps the usage of mobile internet via smartphones to provide a starting point for the provision of more relevant products and services

Key findings:

• High to ubiquitous mobile usage across all five markets covered and a clear shift towards smartphone usage.
• IOS remains strong, but Android is gaining ground.
• Smartphones have a longer history in the US – more recent adaptation in UK and Japan.
• Aside from Japan, where daily access is pervasive, the US also has the largest % of consumers who access the net daily from their smartphone
• But note suggestion that daily internet usage via smartphones is on the rise in Germany

This study will help you understand the online research, offine purchasing of mobile phones in Poland.

Key findings:

• ROPO effect is evident in the mobile phone market – more than half purchase offline after having researched online and more than two in three conduct research online before purchasing either on or offline .
• One in five contract applications are submitted online – convenience and unrestricted availability are key drivers within this channel.
• However, amongst the other four in five who purchase offline, face to face contact is highly valued.
• Search engines are important tools when it comes to sourcing information – considered as useful as talking to sales staff offline, friends and family.

This study will help you understand more about the role the internet plays in the financial sector

Key findings:

• The internet is a relevant channel for creating awareness, supporting research and purchasing financial products – however, there is still some scope for growth
• Online is among the top application methods with 17% of the past 12 month purchasers having applied online. Credit cards and personal loans are the products most likely to have been acquired online. However, overall offline is still the predominantly chosen application method with face-to-face and phone applications in the lead.
• Researching online is perceived as a convenient method for collecting pre-purchase product information and 38% of the purchasers researched online prior to their purchase. 3 out of 4 purchase intenders in the next 12 months are going to prepare their next purchase on the internet. Most online researchers are ROPO customers: 78% agree that they usually purchase offline after having researched online.
• Among the online information sources search engines are the top source for research on financial products with Google being the most commonly used and best rated one. Accordingly presence on Google enhances presence in the online research process and relevance for the (offline) purchase.
• Both online and mobile banking are very popular and used by the majority of the South African onliners. The most popular activities are related to administration rather than to transactions, e. g. checking account balances or receiving SMS alerts.
• Mobile internet usage already established: 30% of the South African onliners use a mobile device for accessing the internet - the vast majority (26%) of these use a smartphone