NORDIC SURVEY 2012 Copyright © 2012, iProspect, Inc. All rights reserved. BACKGROUND Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 2 BACKGROUND Purpose For the fifth year in a row we at iProspect have been running a survey with the purpose of increasing the understanding of the Nordic consumers behavior using the search engines. The Nordic consumer is active on several devices and this report will focus on understanding the behavior on the different platforms Method • • • • • Conducted by iProspect Nordic 1600 people (400 pr. market) online questionnaire Collected May 2012 15+ with internet access Collected by Carat Insight The survey will show how and what the the Nordic consumer is searching for, what products are being bought from the different devices. Social media has been integrated more in the search engines, the survey shows how we use these in our process of finding information and buying products Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 3 THE NORDIC CONSUMER Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 4 ALL ADVERTISING LEADS TO SEARCH 46% of the 42% of the consumers in the Nordics get inspired to search by their friends recommendations consumers in the Nordics get inspired to search by newspaper and magazine ads 36% of the consumers in the Nordics get inspired to search TV ads Recommendations from friends Advertisements in newspapers/magazines/papers TV-commercials Visiting shops PR or editorial comments in the press Nordic Advertisements in direct mail Banner advertising on the Internet Outdoor advertising such as on busses, posters and signs etc Radio commercials Advertising or company logos on a lorry or taxi 0 0.1 0.2 0.3 0.4 0.5 Which of the following points have made you go to a search engine to get information about a company, a product or a service? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 5 WE ACCESS THE INTERNET FROM MULTIPLE DEVICES 44% of the 16% of the consumers access the internet from a Mobile Phone consumers access the internet from a Tablet 1.2 1 0.8 0.6 Nordic 0.4 0.2 0 PC (PC/Mac/Desktop) Mobile Phone (iPhone, Android) Tablet (iPad, Galaxy Pad) Which of the following devices are you using accessing the Internet? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 6 WE ACCESS THE INTERNET SEVERAL TIMES A DAY FROM ALL OF OUR DEVICES 63% access the 42% access the 51% access the internet several times a day from their PC internet several times a day from their Tablet internet several times a day from their Mobile Phones Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 7 SEARCH ENGINES Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 8 GOOGLE IS STILL THE SEARCH ENGINE IN THE NORDICS Google is still the market Eniro and Kvasir are the leader in the Nordics on the search engine market – nobody is even close to be considered a competitor only search engines that actually show more than a 1% market share 89% 3% 4% 1% 1% 1% 1% (90% in 2011) Which of the following Internet search engines do you use primarily? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 9 WE USE THE SEARCH ENGINES ON ALL DEVICES 69% are using 71% are using 61% are using the search engines on their PC the search engines on their Tablets the search engines on their Mobile Phones Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 10 TOP POSITIONS IN THE SEARCH RESULTS ARE IMPORTANT 50% of the consumers 74% of the consumers in the Nordics read only up to four results before they decide to do a new search query in the Nordics read only up to six results before they decide to do a new search query 0.45 0.4 0.35 0.3 0.25 Nordic 0.2 0.15 0.1 0.05 0 1-2 results 3-4 results 5-6 results 7-8 results 9 or more Dont know When you have entered a search query in a search engine like Google, how many results do you read before clicking or decide to do a new search query? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 11 WE USE LONGER KEYWORD PHRASES ON OUR PC COMPARED TO OUR MOBILE DEVICES 44% of the 21% of the consumers use two keyword phrases when searching from their PC consumers use three keyword phrases when searching from their PC 0.5 0.45 0.4 0.35 0.3 0.25 Nordic 0.2 0.15 0.1 0.05 0 One word Two words Three words Four words More than four words Dont know When searching in a search engine like Google, how many keywords do you normally use when searching on your PC? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 12 WE USE THE SHORTEST SEARCH PHRASES ON OUR MOBILE PHONES 35% of the 34% of the consumers use only one keyword phrases when searching from their Mobile Phone consumers use only two keyword phrases when searching from their Mobile Phone 0.4 0.35 0.3 0.25 0.2 Nordic 0.15 0.1 0.05 0 One word Two words Three words Four words More than four words Dont know When searching in a search engine like Google, how many keywords do you normally use when searching on your Mobile Phone? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 13 WE USE SHORTER SEARCH PHRASES ON OUR TABLETS 45% of the 18% of the consumers use two keyword phrases when searching from their Tablets consumers use three keyword phrases when searching from their Tablets 0.5 0.45 0.4 0.35 0.3 0.25 Nordic 0.2 0.15 0.1 0.05 0 One word Two words Three words Four words More than four words Dont know When searching in a search engine like Google, how many keywords do you normally use when searching on your Tablet Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 14 THE BROWSING EXPERIENCE ON THE SEARCH ENGINES IS GREAT ON ALL DEVICES 86% of the 76% of the consumers in the Nordics generally finds browsing experience good on their PC consumers in the Nordics generally finds browsing experience good on their Tablet 64% of the consumers in the Nordics generally finds browsing experience good on their Mobile Phone When I am searching in the search engines like Google on my PC/Mobile/Tablet, I generally find the browsing experience good Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 15 WE PREFER SITELINKS IN THE SEARCH ENGINES 1 54% of the consumers in the Nordics prefer search engine ads with sitelinks 2 0.6 0.5 0.4 0.3 Nordic 0.2 0.1 0 1 2 Dont know If you were searching for “flight to London” in a search engine like Google, which of the following two ads would you click on in a search result? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 16 WE ALSO USE THE SEARCH ENGINES TO SEARCH FOR IMAGES 78% of the 61% of the 35% of the consumers in the Nordics use the search engines to search for images from their PC consumers in the Nordics use the search engines to search for images from their Tablets consumers in the Nordics use the search engines to search for images from their Mobile Phones Do you ever search for images in search engines like Google on your PC / Mobile phone / Tablet Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 17 WE DON’T SEE THE DIFFERENCE BETWEEN SPONSORED AND ORGANIC ADS It has become harder for the Nordic consumers to tell the difference between sponsored and organic search results In 2011 29% of the consumers in the Nordics couldn’t tell the difference between sponsored and organic results in the search engines. 46% of the consumers in the Nordics can’t tell the difference between sponsored and organic results in the search engines. 0.5 0.4 0.3 Nordic 0.2 0.1 0 Yes No Dont know Can you tell the difference between sponsored and non sponsored links (organic) results? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 18 WE CARE LESS ABOUT NOT KNOWING THE DIFFERENCE 24% of the consumers in the In 2011 46% of the consumers in the Nordics didn’t see that it was a problem that they couldn’t tell the difference between sponsored and organic results in the search engines. Nordics thinks that it is a problem that they can’t tell the difference between sponsored and organic results in the search engines. 0.45 0.4 0.35 0.3 0.25 Nordic 0.2 0.15 0.1 0.05 0 Yes No Dont know Do you think it is a problem that you cant tell the difference? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 19 WE FIND THE ORGANIC SEARCH RESULTS MOST USEFUL 75% of the consumers in the 7% of the consumers in the Nordics finds the organic search results most useful Nordics finds the sponsored search results most useful (74% in 2011) (7% in 2011) 0.8 0.7 0.6 0.5 0.4 Nordic 0.3 0.2 0.1 0 Sponsored link results Non-sponsored link results (organic) Dont know What search results do you find the most useful? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 20 SOCIAL MEDIA IN SEARCH RESULTS Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 21 WE ARE NOT ONBOARD GOOGLE+ YET IN THE NORDICS 16% of the consumers 14% of the consumers in the Nordics have a Google+ profile in the Nordics don’t know if they have a Google+ profile 0.8 0.7 0.6 0.5 0.4 Nordic 0.3 0.2 0.1 0 Yes No Dont know Do you have a Google+ profile? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 22 WE DON’T WANT TO HAVE SEARCH RESULTS BASED ON OUR INTERESTS AND OUR SEARCH HISTORY 54% of the consumers in the Only 19% of the consumers Nordics don’t want search engine results based on their interests and search history in the Nordics want search engine results based on their interests and search history 0.6 0.5 0.4 0.3 Nordic 0.2 0.1 0 Yes No Dont know Would you prefer to have search engine results adjusted based on your interests and search history? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 23 WE DON’T NEED FRIENDS & FAMILY’S RECOMMENDATIONS WHEN WE SEARCH 49% of the consumers in the Nordics disagree or totally disagree that it is helpful to see recommendations from friends and family in the search engine results 0.35 0.3 0.25 0.2 0.15 Nordic 0.1 0.05 0 Totally agree Agree Neither agree or disagree Disagree Totally disagree Dont know When using search engines, it would be helpful if I could see recommendations from my family and friends as a part of search results Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 24 WEBSITES ARE STILL NOT MOBILE PHONE FRIENDLY ENOUGH 3% of the consumers in the Nordics generally finds the websites they visit are not well prepared for the screen size of their PC 10% of the consumers in the Nordics generally finds the websites they visit are not well prepared for the screen size of their Tablets 24% of the consumers in the Nordics generally finds the websites they visit are not well prepared for the screen size of their Mobile Phone (28% in 2011) The websites I visit, on my PC are in general well prepared, considering the screen size of PC Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 25 PRODUCT SEARCH AND PURCHASE Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 26 WE SEARCH FOR HOLIDAY TRAVELS, APPS AND ENTERTAINMENT During the last six months the most searched for product by the Nordic consumers via their PC are holiday travels The Nordic consumer also search for movies, music and games, consumer electronics, books and clothes via their PC During the last six months the most searched for product by the Nordic consumers via their Tablet are Apps The Nordic consumer also search for holiday travels, movies, music and games, consumer electronics and clothes via their Tablet During the last six months the most searched for product by the Nordic consumers via their Mobile Phone are Apps The Nordic consumer also search for movies, music and games, holiday travels, consumer electronics and cars via their Mobile Phone Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 27 WOMEN SEARCH FOR… During the last six months the most searched for product by women in the Nordics via their PC are holiday travels The women in the Nordics also search for clothes, movies, music and games, books and health/beauty products via their PC During the last six months the most searched for product by women in the Nordics via their Tablets are Apps The women in the Nordics also search for clothes, holiday travels, movies, music and games and books via their Tablets During the last six months the most searched for product by women in the Nordics via their Mobile Phone are Apps The women in the Nordics also search for movies, music and games, clothes, holiday travels and books via their Mobile Phone Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 28 MEN SEARCH FOR… During the last six months the most searched for product by men in the Nordics via their PC are holiday travels The men in the Nordics also search for electronics, movies, music and games, cars and computers via their PC During the last six months the most searched for product by men in the Nordics via their Tablets are Apps The men in the Nordics also search for holiday travels, electronics, movies, music and games and computers via their Tablets During the last six months the most searched for product by men in the Nordics via their Mobile Phone are Apps The men in the Nordics also search for movies, music and games, holiday travels, cars and electronics via their Mobile Phone Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 29 WE BUY PRODUCTS ONLINE – ON ALL DEVICES 82% of the 42% of the 24% of the consumers in the Nordics have bought a product via their PC consumers in the Nordics have bought a product via their Tablet consumers in the Nordics have bought a product via their Mobile Phone 44% of the consumers in the Nordics would be more likely buy products that their friends have recommended Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 30 WOMEN PURCHASE During the last six months the most purchased product by women in the Nordics via their PC are clothes The women in the Nordics also purchase holiday travels, books, movies, music and games, and health/beauty products via their PC Copyright © 2012, iProspect, Inc. All rights reserved. During the last six months the most purchased product by women in the Nordics via their Tablets are Apps The women in the Nordics also purchase clothes, movies, music and games, books and sportswear via their Tablets During the last six months the most purchased product by women in the Nordics via their Mobile Phone are Apps The women in the Nordics also purchase movies, music and games, clothes, holiday travels and books via their Mobile Phone Digital Performance on a Global Scale. 31 MEN PURCHASE During the last six months the most purchased product by men in the Nordics via their PC are holiday travel The men in the Nordics also purchase movies, music and games, books, electronics and clothes via their PC During the last six months the most purchased product by men in the Nordics via their Tablets are Apps The men in the Nordics also purchase books, holiday travel, movies, music and games and electronics via their Tablets During the last six months the most purchased product by men in the Nordics via their Mobile Phone are Apps The men in the Nordics also purchase movies, music and games, books, holiday travel, and electronics via their Mobile Phone Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 32 WHY DO WE BUY PRODUCTS FROM OUR MOBILE PHONE? 67% of the consumers in the Nordics buy products from their mobile phone because it is convenient 28% of the consumers in the Nordics buy products from their mobile phone because the opening hours are better 60% of the consumers in the Nordics buy products from their mobile phone because it is fast 10% of the consumers in the Nordics buy products from their mobile phone because they get greater deals Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 33 SEARCH BEHAVIOR IN THE NORDICS TRAVEL, CLOTHES, CONSUMER LOANS, CONSUMER ELECTRONICS, INSURANCES AND DAILY GROCERIES Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 34 WE DO MANY SEARCHES BEFORE BUYING HOLIDAY TRAVEL 22% of the consumers 22% of the consumers in the Nordics does eleven or more searches before purchasing a holiday travel in the Nordics does three or four searches before purchasing a holiday travel 0.25 0.2 0.15 Nordic 0.1 0.05 0 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more Dont know When searching for holiday travel (flight, hotel, etc.) in the search engines, how many searches do you estimate that you do before purchasing holiday travel? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 35 WE SPEND SEVERAL WEEKS SEARCHING BEFORE BOOKING 30% of the consumers in the Nordics use more than two weeks from first searching for a holiday travel to actually purchase the tickets 17% of the consumers in the Nordics use only one to two days from first searching for a holiday travel to purchasing the tickets 0.35 0.3 0.25 0.2 Nordic 0.15 0.1 0.05 0 1 to 2 days 3 to 4 days One week Two weeks More than two weeks Dont know Over how long a period of time do you usually use the search engines to search for a holiday travel (flight, hotel, etc.) before purchasing online or in a physical store? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 36 WE USE BOTH GENERAL AND BRANDED TERMS WHEN SEARCHING FOR HOLIDAY TRAVEL 39% of the consumers in the Nordics usually use both branded and generic terms when searching for a holiday 20% usually only use generic terms when searching for a holiday travel 22% usually only use branded terms when searching for a holiday travel 0.45 0.4 0.35 0.3 0.25 0.2 Nordic 0.15 0.1 0.05 0 I usually use generic terms like ”Flight to London” I usually use branded terms like (SAS, Apollo or Finnair) I use both Dont know What kind of terms do you usually use when searching for holiday travel (flight, hotel, etc.) in the search engines? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 37 WE DO A FEW SEARCHES BEFORE PURCHASING CLOTHES 34% of the consumers 17% of the consumers in the Nordics does three or four searches before purchasing clothes/fashion in the Nordics does one or two searches before purchasing clothes/fashion 0.4 0.35 0.3 0.25 0.2 Nordic 0.15 0.1 0.05 0 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more Dont know When searching for clothing/fashion (not sportswear) in the search engines, how many searches do you estimate that you do before purchasing clothing/fashion? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 38 WE ONLY USE ONE OR TWO DAYS SEARCHING BEFORE WE PURCHASE CLOTHES 44% of the consumers in the Nordics use one or two days from first searching for clothes/fashion to actually purchasing 6% of the consumers in the Nordics use more than two weeks from first searching clothes/fashion to actually purchasing 0.5 0.45 0.4 0.35 0.3 0.25 Nordic 0.2 0.15 0.1 0.05 0 1 to 2 days 3 to 4 days One week Two weeks More than two weeks Dont know Over how long a period of time do you usually use the search engines to search for a clothing/fashion (not sportswear) before purchasing online or in a physical store? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 39 WE USE BOTH GENERAL AND BRANDED TERMS WHEN SEARCHING FOR CLOTHES 38% of the consumers 13% usually only use in the Nordics usually use both branded and generic terms when searching for clothes/fashion 35% usually only use 0.4 generic terms when searching for a holiday travel branded terms when searching for a holiday travel 0.35 0.3 0.25 0.2 Nordic 0.15 0.1 0.05 0 I usually use generic terms like dresses or jeans I usually use branded terms like H&M, Nelly or Ellos I use both Dont know What kind of terms do you usually use when searching for clothing/fashion (not sportswear)in the search engines? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 40 WE DO A FEW SEARCHES BEFORE SIGNING UP FOR LOANS 21% of the consumers 14% of the consumers in the Nordics does one or two searches before signing up for consumer loans in the Nordics does eleven or more searches before signing up for consumer loans 0.25 0.2 0.15 Nordic 0.1 0.05 0 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more Dont know When searching for consumer loan in the search engines, how many searches do you estimate that you do before purchasing consumer loan online or in a physical store? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 41 MOST PEOPLE SPEND MORE THAN TWO WEEKS SEARCHING FOR LOANS BEFORE SIGNING 20% of the consumers 27% of the consumers in the Nordics use one or two days from first searching for consumer loans to actually signing up in the Nordics use more than two weeks from first searching for consumer loans to actually signing up 0.3 0.25 0.2 0.15 Nordic 0.1 0.05 0 1 to 2 days 3 to 4 days One week Two weeks More than two weeks Dont know Over how long a period of time do you usually use the search engines to search for consumer loan before “purchasing” online or in a physical store? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 42 WE USE BOTH GENERAL AND BRANDED TERMS WHEN SEARCHING FOR LOANS 23% of the consumers 23% usually only use in the Nordics usually use both branded and generic terms when searching for consumer loans 24% usually only use 0.35 generic terms when searching for consumer loans branded terms when searching for consumer loans 0.3 0.25 0.2 0.15 Nordic 0.1 0.05 0 I usually use generic terms like "loan" I usually use branded terms like "GEMoneyBank" or "Nordea" I use both Dont know What kind of terms do you usually use when searching for consumer loan in the search engines? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 43 MOST CONSUMERS DO THREE OR FOUR SEARCHES BEFORE BUYING ELECTRONICS 27% of the consumers 13% of the consumers in the Nordics does three or four searches before purchasing consumer electronics in the Nordics does eleven or more searches before purchasing consumer electronics 0.3 0.25 0.2 0.15 Nordics 0.1 0.05 0 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more Dont know When searching for Consumer electronics (TV, sets and similar) in the search engines, how many searches do you estimate that you do before purchasing Consumer electronics online or in a physical store? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 44 MOST PEOPLE SPEND MORE THAN TWO WEEKS SEARCHING FOR ELECTRONICS BEFORE PURCHASING 23% of the consumers 20% of the consumers in the Nordics more than two weeks from first searching for consumer electronics to actually purchasing in the Nordics use one or two days from first searching for consumer electronics to actually purchasing 0.25 0.2 0.15 Nordic 0.1 0.05 0 1 to 2 days 3 to 4 days One week Two weeks More than two weeks Dont know Over how long a period of time do you usually use the search engines to search for consumer electronics (TV, sets and similar) before purchasing? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 45 WE USE BOTH GENERIC AND BRANDED TERMS WHEN SEARCHING FOR ELECTRONICS 44% of the consumers 15% usually only use in the Nordics usually use both branded and generic terms when searching for consumer electronics 28% usually only use 0.5 generic terms when searching for consumer electronics branded terms when searching for consumer electronics 0.45 0.4 0.35 0.3 0.25 Nordic 0.2 0.15 0.1 0.05 0 I usually use generic terms like "flatscreen TV" or "dvd player" I usually use branded terms like "Samsung" or "Sony" I use both Dont know What kind of terms do you usually use when searching for consumer electronics (TV, sets and similar) in the search engines? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 46 MOST CONSUMERS DO THREE OR FOUR SEARCHES BEFORE BUYING INSURANCES 32% of the consumers 19% of the consumers in the Nordics does three or four searches before purchasing an insurance in the Nordics does one or two searches before purchasing an insurance 0.35 0.3 0.25 0.2 Nordic 0.15 0.1 0.05 0 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more Dont know When searching for an insurance in the search engines, how many searches do you estimate that you do before purchasing the insurance online or in a physical store? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 47 MOST PEOPLE SPEND A FEW DAYS SEARCHING FOR INSURANCES BEFORE PURCHASING 23% of the consumers 22% of the consumers in the Nordics use one or two days from first searching for an insurance to actually purchasing in the Nordics use more than two weeks from first searching for an insurance to actually purchasing 0.25 0.2 0.15 Nordic 0.1 0.05 0 1 to 2 days 3 to 4 days One week Two weeks More than two weeks Dont know Over how long a period of time do you usually use the search engines to search for an insurance before “purchasing”? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 48 WE PRIMARILY USE BRANDED TERMS WHEN SEARCHING FOR INSURANCE 48% usually only use branded terms when searching for an insurance 12% usually only use generic terms when searching for an insurance 26% of the consumers in the Nordics usually use both branded and generic terms when searching for an insurance 0.6 0.5 0.4 0.3 Nordic 0.2 0.1 0 I usually use generic terms like "boat insurance" or "car insurance" I usually use branded terms like "Codan", "If" or "Trygg-Hansa" I use both Dont know What kind of terms do you usually use when searching for insurance in the search engines? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 49 MOST CONSUMERS DO FEW SEARCHES BEFORE BUYING GROCERIES 37% of the consumers 25% of the consumers in the Nordics does one or two searches before buying daily groceries in the Nordics does three or four searches before buying daily groceries 0.4 0.35 0.3 0.25 0.2 Nordic 0.15 0.1 0.05 0 1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more Dont know When searching for daily groceries in the search engines, how many searches do you estimate that you do before purchasing daily groceries online or in a physical store? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 50 MOST PEOPLE SPEND A FEW DAYS SEARCHING FOR GROCERIES BEFORE PURCHASING 64% of the consumers 7% of the consumers in in the Nordics use one or two days from first searching for daily groceries to actually purchasing the Nordics use three or four days from first searching for daily groceries to actually purchasing 0.7 0.6 0.5 0.4 Nordic 0.3 0.2 0.1 0 1 to 2 days 3 to 4 days One week Two weeks More than two weeks Dont know When searching for daily groceries in the search engines, how many searches do you estimate that you do before purchasing daily groceries online or in a physical store? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 51 WE PRIMARILY USE NON BRANDED TERMS WHEN SEARCHING FOR GROCERIES 39% usually only use branded terms when searching for daily groceries 15% usually only use generic terms when searching for daily groceries 24% of the consumers in the Nordics usually use both branded and generic terms when searching for daily groceries 0.45 0.4 0.35 0.3 0.25 0.2 Nordic 0.15 0.1 0.05 0 I usually use generic terms like I usually use branded terms like "milk", "bread" or "eggs'" "Netto" or "ICA" I use both Dont know What kind of terms do you usually use when searching for daily groceries in the search engines? Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 52 IPROSPECT iProspect is a leading global digital performance agency. The company helps many of the world’s most successful brands maximize their online marketing ROI through pay-per-click management, search engine optimization, performance display, comparison shopping management, local search, mobile, social media management, research, and other related services. The agency, which is part of Aegis Media, is proud to work with many of the leading brands on a global and local scale. iProspect have globally more than 50 offices in 38 countries, in the Nordics iProspect have 7 offices in the four countries Denmark, Sweden, Norway and Finland. For the fifth year in a row iProspect is conducting a survey focusing on the Nordic consumer behavior in the search engines. iProspect has a long legacy of research and thought leadership in the digital marketing industry. Findings from iProspect research are regularly used to enhance our service offerings and to educate clients on digital marketing best practices and industry trends. iProspect studies are frequently quoted by speakers at marketing industry events, and by both business and trade press. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 53 CONTACT iProspect Denmark Copenhagen office: Pilestræde 58, 5. sal, 1112 København K Århus office: Åboulevarden 20, 2.sal, 8000 Århus C www.iprospect.dk Lars Møller - lars.moller@iprospect.dk +45 77 300 935 iProspect Sweden Stockholm office: Åsögatan 108, SE-118 29, Stockholm Gothenburg office: Nordstadstorget 6, SE-401 25, Göteborg Malmö office: Baltzarsgatan 18, SE-203 13, Malmö www.iprospect.se Patrik Gamryd - patrik.gamryd@iprospect.se +46 8 555 404 08 iProspect Norway Oslo office: Pilestredet 8, 0180 Oslo www.iprospect.no Magne Uppman - magne.uppman@iprospect.no +47 22 82 82 62 iProspect Finland Helsinki office: Malminkatu 30, 00100 Helsinki www.iprospect.fi Kenneth Blomster - kenneth.blomster@iprospect.fi +358 9 62 202 357 iProspect Nordic Åsögatan 108, SE-118 29, Stockholm Morten Flamand - morten.flamand@iprospect.se +46 709 305 888 Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. 54