Online shoppers have a variety of device choices to search for their desired products. And it is becoming more and more challenging for advertisers to identify which tool works better to attract customers and which is not as affective.
Online search giant Google has launched a free tool that promises to offer deeper insights to better understand customer behaviour and connection between online and offline shopper habits. The fourth edition to Consumer Barometer report will also be to shed more light into shopper’s behaviour across multiple devices.
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The content of the Google Consumer barometer is based on two research studies conducting in 2014 over 50 different countries, involving 150,000 respondents. The tool is focusing on trends such as the impact of online video on shopping habits and will also highlight existing areas including how people research purchases online. Additional updates include more detail on consumer habits on different devices, the extensiveness of shopping behaviour for each product category surveyed and a new layout designed for planners. This findings presently include range of vertical sectors: Clothing, Footwear, cosmetics and groceries, as the barometer grow new industries will be added.
Report showed that UK is having the highest number of grocery shoppers compared to the rest of Europe. Some 16% of UK consumers are most likely to buy their food and drink online compared to just 3% in Europe. Furthermore, 38% of shoppers under 24 research purchases online in the UK on their smartphones compared to an average of 21% across all age group.
According to Google’s agency sales director Peter Cory: “People now use digital media for a huge array of purposes but it isn’t always easy to tell what channels and activities are the most effective, particularly if you’re dealing with multiple markets and products.”
As the media owner struggle to demonstrate the value of mobile ads it is sensible step for Google to bring more clarity to customer journey. Despite an increase in clicks, the average cost per click declined for the 12th consecutive quarter for Google. Given the commitment the company has made the growing its mobile offering, the performance suggests its ads are not effective enough to warrant higher prices.
Questions: Are you online or offline shopper and what search Technics you use to find wanted products? Which Advertising tools you use as a marketer?
Information source: www.marketingweek.com