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Nordic survey 2012

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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Nordic survey 2012

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  1. Nordic survey2012

  2. background

  3. 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 • 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

  4. The nordic consumer

  5. 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?

  6. 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?

  7. 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

  8. Search engines

  9. 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?

  10. 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

  11. 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?

  12. 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?

  13. 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?

  14. 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

  15. 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

  16. 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?

  17. 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

  18. 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?

  19. 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?

  20. 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?

  21. Social media in search results

  22. 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?

  23. 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?

  24. 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

  25. 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

  26. Product search and purchase

  27. 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

  28. 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

  29. 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

  30. 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

  31. 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

  32. 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

  33. 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

  34. search behavior in the nordicsTravel, Clothes, Consumer Loans, Consumer electronics, insurances and daily groceries

  35. 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?

  36. 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?

  37. 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?

  38. 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?

  39. 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?

  40. 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?

  41. 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?

  42. 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?

  43. 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?

  44. 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?

  45. 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?

  46. 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?

  47. 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?

  48. 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”?

  49. 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?

  50. 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?

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