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So, rather than evangelize on faith (why is faith never enough?), I've started to rely on research to show broad consumer behavior, influence and outcomes. The challenge is that it is hard to get at this market research, as it is squirreled away in lock boxes (remember Al Gore?). Consumer Barometer provides qualitative research, collected and processed with immense quantitative rigor, that will allow you to analyze digital's influence and consumer behavior that leads to online and offline purchases!
For me it has been a boon when it comes to scenarios like the ones mentioned above, where I need data to help companies around the world get the context they need to create smarter digital strategies. Note: The IAB (Interactive Advertising Bureau) and Google both benefit in their own way from the use of digital platforms.
Please visit the about page to learn more about the data collection methodology, sample sizes, and the Enumeration study to ensure results are representative, and to download the detailed questionnaires used for each study. The data was collected in the first part of 2012, between January and May for the Barometer and between January and February for the Enumeration. Let's spend some time learning how to use the tool and really internalize why it is so awesome.
I spend 70% of my time in the US and for those discussions I'm primary looking at speed (connection above), mobile penetration (yes, 2007 was the year of mobile!), and mobile intent to purchase (I love this data).
But during the 30% of the time that I spend outside the US (or on global brand strategy), the other column and the contrasts you can draw are very meaningful. Five segments: Functionals, Aspirers, Knowledge Seekers, Communicators, Influencers, Networkers. I look at the company I'm working with, their branding and direct response strategies, analyze psychographic segmentation of the internet audience and then create my recommendations for the about their overall digital opportunity.
There are other differences as well that you'll account for, but this gets you the macro context within which you can start thinking about your digital marketing strategy.
This report allows us to dive deeper for a product (say cars), to see where people buy (online or offline), where they research (online overall and search engines specifically), and how many do mobile research before purchasing.
So how many people buy cars online, and what is the influence of digital research and mobile platforms? 41% of all car-buyers (regardless of where they purchased) used a search engine to research before buying.
You are either online, discoverable and awesome, or you are on the losing side (ok, not necessarily the losing side, but fighting for the shrinking 42% that do no online research).
Differences between countries and audiences are pretty stark across the world and you would be wise to adjust your strategy accordingly based on surprises in the data. You would use this data to get a broad understanding of where consumers are and the impact of digital and mobile on their purchase experiences. This provides strategic context within which to set your online and offline marketing and customer engagement strategies. We dive deeper into the data, from just looking at online research and online purchases to marrying that with all types of research and offline purchases.
My favorites are “started with” and “most important.” When you put them together, like above, you can think about the complex consumer journey and which channel plays the introducer role and which plays the converter role.
For books, word of mouth kicks off the consideration process, but retailers, publishers and other websites still play a massive role in final conversion (for example, online reviews). You are also able to filter all the above data by: Gender, Age, Education and Internet Usage.
1% of people researched offline only before purchasing online (not really surprising, still quite low). So, if you were trying to figure out who your online-only campaigns are targeting, or your offline-only campaigns are reaching, now you know. At the very bottom you see that 29% of people didn't do research before purchasing offline, and an amazing 11% of the people who were online did not do any research before buying online!
When you connect this data with the information above, you get a richly textured understanding of the dynamics of your business.


You don't have to rely on what your HiPPO feels in his heart, or what the young marketer just back from a stint at Google or Facebook thinks.
You actually have the data you need to understand what is happening in the real world, data that can help you make smarter strategic decisions. Notice the other nuances: Search and Product Comparison Sites are relatively more important in Canada than in the US.
You can also use the Data Map interface on the top nav of the Barometer to create really customized bar charts (in case you don't like all of the sexiness going on with the ones above). The first two bars show how much of the insurance business is still offline in the world today (it varies a bit by country, but offline still leads in most countries). Even if you work on these products, the third bar should show you why your digital existence (desktop or mobile) is so important. This illustrates why it is so important not to obsess about your online conversion rate to justify the value of your digital efforts.
You simply hover your mouse over the category you are interested in and you'll get data on people who used a search usage to do research prior to purchase (online or offline). Also remember that this data is most useful as critical context for strategic decisions about your multi-channel consumer influence, digital and real world marketing, and conversion strategy. I've not really done deep-dives into gender, age or income impacts on research or purchase preferences.
Finally, while I've chosen to focus on the tool itself, there are many wonderful data visualization lessons embedded in the tool. I welcome your insights, concerns, delightful stories and questions via the comments form at the end of this post. As much as it is annoying that you have to pay to access, Hitwise also do a good job with analysis of their data. Hej Avinash, I'm Gert Franke from CLEVER°FRANKE, we did the design and development for the Consumer Barometer. Seems to me that Google has so many nice and useful tools that it is almost impossible to catch on, especially if you take in account the great number of changes in AdWords and Analytics only this year.
But I'm sure that Forrester, Gartner and others in that space would be happy share what they already have or conduct a study for you.
It is interesting how they collected data using two separate surveys and then combined it to power this application.
I wish they had custom select the sample size to get statistically significant read for each country-device-product combination.
Khawar: The Enumeration study was conducted in the same 39 countries to ensure that the Consumer Barometer results are representative of the online population. The minimum sample size was 2,500 (not the maximum), and usually that is representative – depending on all other elements of your survey research methodology. If you need more segmentation please reach out to the nice folks at TNS, I'm sure they would love to do it for you. Hi Avinash, you mentioned in your articles or in your books that sample size for TV medium is very low and that companies spent hundreds of millions on TV ads only by that small sample size and that it is not wise (i agree). But do not we (online people) try almost the same computation with this Consumer Barometer now?
I found that it really points out where acquisition strategies are missing out and where we are getting spanked by competitors (when compared to our clickstream, voc, and CI data analysis). Data always works better with C-Level executives that gut or opinion, especially if that data is analyzed with the output digestible.
I've been fascinated by the opportunity for great content in this space since I compared the length of the buying process (I found a data point that Google provided) to the average conversion paths on our website.
Thanks to this valuable information , this will help to me at reaching next level in my career. I like to think we analyst have a lot in common with Accountants and Economist (forget about the obvious numbers and trends bit's for a while) . So, as analyst in a SME business Google Analytics provides for insight internally, but not externally.
I really like your blog, i m a new online marketer, your aticles give me lots passion to face all problems. Insurance brokers and intermediaries distribute nearly two-thirds of all UK general insurance.
The organisation’s oldest title, The Insurance Insider, has been published since December 1996.
Its aim is to perpetuate the strength of the benefits associated with the “produced by insurance people, for insurance people” culture, with its heavily weighted ‘people’ orientation.
As such we cannot be held responsible for the views expressed here or any actions taken as a consequence. For further information visit the Low Cost Holidays website where guidance is provided to customers on holiday or who have holidays booked or call us.
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It is a repository of global data that has as its primary purpose to quantify the role of digital in the consumer journey from research to purchase.
TNS, among other things, offers qualitative research services, this tool showcases their work and so in a long shot way they benefit from it.
Before you start influencing someone about the power of the web, it is nice to have a handy dandy chart to show that the web is material.


For example, if you are in Russia and an ecommerce business, it is even more important to have a well thought out mobile strategy.
As an automotive manufacturer, dealer or slick salesman, this helps you to internalize the importance of Bing, Yandex, Baidu and other search engines (rank or miss out!). Again, this gives you a sense for how many people might be making up their minds, or coming very close to that state, prior to walking into your showroom.
As a lover of digital platforms (there I said it), I'm delighted that 93% research online, 80% use search engines, and more of them buy cars online than in the good old USA! Use the data above in conjunction with your offline data, the macro-economic conditions and your objectives to ensure your marketing is reflective of the on the ground consumer purchase journey.
Let's analyze the multichannel research and purchase behavior of book buyers in the US. Advertising is #5 at introducing, but #10 at converting (illustrates the disruptive nature of the massive amounts of information at our finger tips). For the insurance business I'm interested in knowing the % of purchases online and offline, and people who either researched online one, offline only or did not research at all. As you look across countries, circle back to the percentage of consumer usage of search engines in those countries. It does have an great deal of quantitative rigor behind it, but focus more on the contrasts between the numbers and patterns across countries, and less on the actual specific number.
This data is available in all the reports, please do explore that for your business as relevant. I hope you'll take a step away from the analysis and reflect on the visualizations you are seeing and find inspiration. Identify the dominant personas (Functionals, Aspirers, Knowledge Seekers, Communicators, Influencers, Networkers) in your category and ensure your marketing messaging and digital experience is talking to the right persona. It does not have the type of data that is in the Consumer Barometer (deeper qualitative insights into online and offline research and purchase behavior), but for digital clickstream competitive intelligence data they are a wonderful resources. With them you can sometimes get deeper insights and most definitely loads of consulting help. For example you'll be surprised when you look at the comparison between God and Chocolate. I will need to read this article a couple of times; then spend some time playing with your suggested consumer behaviour tools. I somehow missed the “minimum” part :) It also says that in the evet a value has fewer than 75 respondents, no data will be displayed. Or do you think that this research is way more relevant than TV measurement and if yes why, because i think it uses similar sample size. It the thoroughness of the methodology that you apply that makes it less or more representative. The use of minimum participants, 2,500, and the decision not to show segmented data below a certain threshold gives us a decent read of the data. It is pretty easy to do: if there is a large disparity between what customers generally use and what YOUR customers are using, then you need to do some investigation into why that is, and how to change it (if you should change it), etc. But you can certainly use #1 and perhaps pieces of the other (use of mobiles etc) and still find some value.
It doesn't quite cover all the areas our clients operate in, but it does cover the main sectors that most can relate to.
While an accountant job is to look at a business finances (internally focused) an economist is outward facing – looking at trends in a country or industry. If I say truly, I just try to understand your article through main headings, graphs and images. Isn't that number actually measuring non-smartphone users who intend to buy a smartphone in the next 12 months?
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They changed the start date and I successfully upgraded the policy with the new date this morning. I’m really not interested in running my social life online and I am worried about data privacy and security. You might be just as shocked as I'm that 40% of the people did not research before making a purchase! Multi-channel still forms a huge influencing factor, context you want to have as you decide your online and offline strategies. It is SUPER important to passionately measure the offline impact of your online efforts until the day you die (cue, dramatic music).
But like all strategic analysis, you'll do this only periodically when it is time to work with your CxO to 1.
So when I'm looking at Russia, the search influence is that of Yandex, the leading engine in Russia. So why should i believe that for personal loans or real estate is not Advertising one of most important in driving final purchase decision and that i should really move 80% of my TV budget to create great digital experience for my company?
I'd love to fold in true higher education insights from a source such as the Consumer Barometer. Consumer Barometer is great but I cater to Indian clients and India is still not included :( Can you suggest any other tool ? Quite the opposite, the refund email came through even before I'd reached this page on the website!
They have a smattering of microsites that their Agency put together once in a campaign rush a number of years ago. Even if, as will be amply obvious below, the data is not meant to show data in one light or the other.
I think maybe you misinterpret it to mean "intent to purchase from a mobile device in the next 12 months"? That also applies to the consumer Search behavior (#4 below) which includes all search engines and not just Google.



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