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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.
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3
THE NORDIC CONSUMER
Digital Performance on a Global Scale.
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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.
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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.
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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.
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7
SEARCH ENGINES
Digital Performance on a Global Scale.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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20
SOCIAL MEDIA IN SEARCH RESULTS
Digital Performance on a Global Scale.
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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.
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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.
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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.
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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.
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25
PRODUCT SEARCH AND PURCHASE
Digital Performance on a Global Scale.
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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.
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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.
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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.
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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.
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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.
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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.
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33
SEARCH BEHAVIOR IN THE NORDICS
TRAVEL, CLOTHES, CONSUMER LOANS, CONSUMER
ELECTRONICS, INSURANCES AND DAILY GROCERIES
Digital Performance on a Global Scale.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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 - [email protected]
+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 - [email protected]
+46 8 555 404 08
iProspect Norway
Oslo office: Pilestredet 8, 0180 Oslo
www.iprospect.no
Magne Uppman - [email protected]
+47 22 82 82 62
iProspect Finland
Helsinki office: Malminkatu 30, 00100 Helsinki
www.iprospect.fi
Kenneth Blomster - [email protected]
+358 9 62 202 357
iProspect Nordic
Åsögatan 108, SE-118 29, Stockholm
Morten Flamand - [email protected]
+46 709 305 888
Digital Performance on a Global Scale.
Copyright © 2012, iProspect, Inc. All rights reserved.
54
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