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Nordic survey 2012. background. 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.

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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
  • 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

Method

  • Conducted by iProspect Nordic
  • 1600 people (400 pr. market) online questionnaire
  • Collected May 2012
  • 15+ with internet access
  • Collected by Carat Insight
all advertising leads to search
All advertising leads to search

46% of the consumers in the Nordics get inspired to search by their friends recommendations

42% of the 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

Which of the following points have made you go to a search engine to get information about a company, a product or a service?

we access the internet from multiple devices
We access the internet from multiple devices

44% of the consumers access the internet from a Mobile Phone

16% of the consumers access the internet from a Tablet

Which of the following devices are you using accessing the Internet?

we access the internet several times a day from all of our devices
We access the internet several times a day from all of our devices

63% access the internet several times a day from their PC

42% access the internet several times a day from their Tablet

51% access the internet several times a day from their Mobile Phones

google is still the search engine in the nordics
Google is still thesearch engine in the nordics

Google is still the market leader in the Nordics on the search engine market – nobody is even close to be considered a competitor

EniroandKvasirare the only search engines that actually show more than a 1% market share

3%

4%

1%

89%

1%

1%

1%

(90% in 2011)

Which of the following Internet search engines do you use primarily?

we use the search engines on all devices
We use the search engines on all devices

69% are using the search engines on their PC

71% are using the search engines on their Tablets

61% are using the search engines on their Mobile Phones

top positions in the search results are important
Top positions in the search results are important

50% of the consumers in the Nordics read only up to four results before they decide to do a new search query

74% of the consumers in the Nordics read only up to six results before they decide to do a new search query

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?

we use longer keyword phrases on our pc compared to our mobile devices
We use longer keyword phrases on our PC compared to our mobile devices

44% of the consumers use two keyword phrases when searching from their PC

21% of the consumers use three keyword phrases when searching from their PC

When searching in a search engine like Google, how many keywords do you normally use when searching on your PC?

we use the shortest search phrases on our mobile phones
We use the shortest search phrases on our mobile phones

35% of the consumers use only one keyword phrases when searching from their Mobile Phone

34% of the consumers use only two keyword phrases when searching from their Mobile Phone

When searching in a search engine like Google, how many keywords do you normally use when searching on your Mobile Phone?

we use shorter search phrases on our tablets
We use shorter search phrases on our tablets

45% of the consumers use two keyword phrases when searching from their Tablets

18% of the consumers use three keyword phrases when searching from their Tablets

When searching in a search engine like Google, how many keywords do you normally use when searching on your Tablet

the browsing experience on the search engines is great on all devices
The browsing experience on the search engines is great on all devices

86% of the consumers in the Nordics generally finds browsing experience good on their PC

76% of the 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

we prefer sitelinks in the search engines
We prefer sitelinks in the search engines

54% of the consumers in the Nordics prefer search engine ads with sitelinks

1

2

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?

we also use the search engines to search for images
We also use the search engines to search for images

78% of the consumers in the Nordics use the search engines to search for images from their PC

61% of the consumers in the Nordics use the search engines to search for images from their Tablets

35% of the 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

we don t see the difference between sponsored and organic ads
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.

Can you tell the difference between sponsored and non sponsored links (organic) results?

we care less about not knowing the difference
We care less about not knowing the difference

24% of the consumers in the Nordics thinks that it is a problem that they can’t tell the difference between sponsored and organic results in the search engines.

In 201146% 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.

Do you think it is a problem that you cant tell the difference?

we find the organic search results most useful
We find the organic searchresults most useful

75% of the consumers in the Nordics finds the organic search results most useful

7% of the consumers in the Nordics finds the sponsored search results most useful

(74% in 2011)

(7% in 2011)

What search results do you find the most useful?

we are not onboard google yet in the nordics
We are not onboard google+ yet in the nordics

14% of the consumers in the Nordics don’t know if they have a Google+ profile

16% of the consumers in the Nordics have a Google+ profile

Do you have a Google+ profile?

we don t want to have search results based on our interests and our search history
We don’t want to have search results based on our interests and our search history

54% of the consumers in the Nordics don’t want search engine results based on their interests and search history

Only 19% of the consumers in the Nordics want search engine results based on their interests and search history

Would you prefer to have search engine results adjusted based on your interests and search history?

we don t need friends family s recommendations when we search
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

When using search engines, it would be helpful if I could see

recommendations from my family and friends as a part of search results

websites are still not mobile phone friendly enough
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

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

10% of the consumers in the Nordics generally finds the websites they visit are not well prepared for the screen size of their Tablets

(28% in 2011)

The websites I visit, on my PC are in general well prepared, considering the screen size of PC

we search for holiday travels apps and entertainment
We search for holiday travels, apps and entertainment

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 electronicsand clothes via their Tablet

During the last six months the most searched for product by the Nordic consumers via their PC are holiday travelsThe 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 Mobile Phone are AppsThe Nordic consumer also search for movies, music and games, holiday travels, consumer electronicsand cars via their Mobile Phone

women search for
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, booksand 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 travelsand booksvia their Mobile Phone

men search for
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 electronicsvia their Mobile Phone

we buy products online on all devices
We buy products online – on all devices

82% of the consumers in the Nordics have bought a product via their PC

42% of the consumers in the Nordics have bought a product via their Tablet

24% of the 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

women purchase
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

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 travelsand booksvia their Mobile Phone

men purchase
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

why do we buy products from our mobile phone
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

60% of the consumers in the Nordics buy products from their mobile phone because it is fast

28% of the consumers in the Nordics buy products from their mobile phone because the opening hours are better

10% of the consumers in the Nordics buy products from their mobile phone because they get greater deals

slide34
search behavior in the nordicsTravel, Clothes, Consumer Loans, Consumer electronics, insurances and daily groceries
we do many searches before buying holiday travel
We do many searches before buying holiday travel

22% of the consumers in the Nordics does eleven or more searches before purchasing a holiday travel

22% of the consumers in the Nordics does three or four searches before purchasing a holiday travel

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?

we spend several weeks searching before booking
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

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?

we use both general and branded terms when searching for holiday travel
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

What kind of terms do you usually use when searching for holiday travel (flight, hotel, etc.) in the search engines?

we do a few searches before purchasing clothes
We do a few searches before purchasing clothes

34% of the consumers in the Nordics does three or four searches before purchasing clothes/fashion

17% of the consumers in the Nordics does one or two searches before purchasing clothes/fashion

When searching for clothing/fashion (not sportswear) in the search engines,

how many searches do you estimate that you do before purchasing clothing/fashion?

we only use one or two days searching before we purchase clothes
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

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?

we use both general and branded terms when searching for clothes
We use both general and branded terms when searching for clothes

38% of the consumers in the Nordics usually use both branded and generic terms when searching for clothes/fashion

13% usually only use generic terms when searching for a holiday travel

35% usually only use branded terms when searching for a holiday travel

What kind of terms do you usually use when searching for clothing/fashion (not sportswear)in the search engines?

we do a few searches before signing up for loans
We do a few searches before signing up for loans

21% of the consumers in the Nordics does one or two searches before signing up for consumer loans

14% of the consumers in the Nordics does eleven or more searches before signing up for consumer loans

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?

most people spend more than two weeks searching for loans before signing
Most people spend more than two weeks searching for loans before signing

27% of the consumers in the Nordics use more than two weeks from first searching for consumer loans to actually signing up

20% of the consumers in the Nordics use one or two days from first searching for consumer loans to actually signing up

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?

we use both general and branded terms when searching for loans
We use both general and branded terms when searching for loans

23% of the consumers in the Nordics usually use both branded and generic terms when searching for consumer loans

23% usually only use generic terms when searching for consumer loans

24% usually only use branded terms when searching for consumer loans

What kind of terms do you usually use when searching for consumer loan in the search engines?

most consumers do three or four searches before buying electronics
Most consumers do three or four searches before buying electronics

27% of the consumers in the Nordics does three or four searches before purchasing consumer electronics

13% of the consumers in the Nordics does eleven or more searches before purchasing consumer electronics

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?

most people spend more than two weeks searching for electronics before purchasing
Most people spend more than two weeks searching for electronics before purchasing

23% of the consumers in the Nordics more than two weeks from first searching for consumer electronics to actually purchasing

20% of the consumers in the Nordics use one or two days from first searching for consumer electronics to actually purchasing

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?

we use both generic and branded terms when searching for electronics
We use both generic and branded terms when searching for electronics

44% of the consumers in the Nordics usually use both branded and generic terms when searching for consumer electronics

15% usually only use generic terms when searching for consumer electronics

28% usually only use branded terms when searching for consumer electronics

What kind of terms do you usually use when searching for consumer electronics (TV, sets and similar) in the search engines?

most consumers do three or four searches before buying insurances
Most consumers do three or four searches before buying insurances

32% of the consumers in the Nordics does three or four searches before purchasing an insurance

19% of the consumers in the Nordics does one or two searches before purchasing an insurance

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?

most people spend a few days searching for insurances before purchasing
Most people spend a few days searching for insurances before purchasing

23% of the consumers in the Nordics use one or two days from first searching for an insurance to actually purchasing

22% of the consumers in the Nordics use more than two weeks from first searching for an insurance to actually purchasing

Over how long a period of time do you usually use the search engines to search for an insurance before “purchasing”?

we primarily use branded terms when searching for insurance
We primarily use branded terms when searching for insurance

12% usually only use generic terms when searching for an insurance

48% usually only use branded 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

What kind of terms do you usually use when searching for insurance in the search engines?

most consumers do few searches before buying groceries
Most consumers do few searches before buying groceries

37% of the consumers in the Nordics does one or two searches before buying daily groceries

25% of the consumers in the Nordics does three or four searches before buying daily groceries

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?

most people spend a few days searching for groceries before purchasing
Most people spend a few days searching for groceries before purchasing

64% of the consumers in the Nordics use one or two days from first searching for daily groceries to actually purchasing

7% of the consumers in the Nordics use three or four days from first searching for daily groceries to actually purchasing

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?

we primarily use non branded terms when searching for groceries
We primarily use NON branded terms when searching for groceries

15% usually only use generic terms when searching for daily groceries

39% usually only use branded 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

What kind of terms do you usually use when searching for daily groceries in the search engines?

iprospect
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 researchand 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.

contact
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

iProspectSweden

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

MagneUppman - 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

MortenFlamand- morten.flamand@iprospect.se

+46 709 305 888