The smart shoppers

Google Consumer Barometer Part 2

The Google Consumer Barometer is available to all online users, but from time to time Google releases a more in-depth analysis of the market. And with New Zealand data recently available – in part 2 of our series we are looking at the nation of smart shoppers.  

What are the habits of smart shoppers?

51% of Kiwis research products and services online before purchase and 16% of those rely on digital channels only. Flights, travel and entertainment are the most popular research categories, but real estate, technology and personal finance are not far behind, demonstrating how wide the spread actually is. And when it comes to digital channels – search the go-to authority on all product research:

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Within the research process smartphones are used relatively early and often are the driving force behind additional research and purchase. And here’s where the importance of good mobile experience really matters, as up to 29% of users confirmed they are more likely to find another website that works better on smartphone, rather than battle with a non-responsive design.

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Research online – purchase offline

As the data shows, travel sector dominates the research online – buy offline trend. We love researching new deals and destinations, but when it comes to booking, we prefer a face to face chat with a travel agent. But this also means that in the multiscreen world it is more difficult for marketers to accurately track the results of their advertising efforts. It also demonstrates that looking further up the funnel for behavioural data is the only way to approach optimization on the future. If certain channels play a role earlier in customer research – utilizing those in different way, with different messaging and KPIs, will become a necessity.

What does it mean to local businesses?

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Research regarding local businesses focuses on practical information – address, opening hours, and contact details. So if you haven’t already, it’s really time to get the Google My Business setup done.

Read Part 1 and Part 3 from the Google Consumer Barometer.

About the Author:

Agata is the Data & Analytics director at NZDMI, with real passion for anything numbers-related. She spends most of her time sieving through endless amounts of data to find answers to the bigger and the smaller questions.