Google CH - Online in ch status quo (claudio hasler)

Research & Trends BreakfastZurich, November 19, 2010Dr. Beat BühlmannIndustry Head SwitzerlandDaniel MeyerHead of Market Research DACH & NordicsClaudio HaslerIndustry Analyst Google Confidential and Proprietary 1

Content CH today: Online in Switzerland Global outlook: Hot trends in the market Deep dive: Online to store, online branding Google Confidential and Proprietary 2

Wake up video The (r)evolution is already here !!! Google Confidential and Proprietary 3

Online in CH – Status QuoZurich, November 19, 2010Claudio HaslerIndustry Analyst Google Confidential and Proprietary 4

87% say that access to internet should be seen as a human right BBC, March 2010 Google Confidential and ProprietaryBase: persons that use the internet. Survey among 27,000 in 26 countries.

Status quo of online in CH - Content 1. Media consumption in CH 2. Search behaviour in the internet 3. Swiss online advertising Google Confidential and Proprietary 6

The Swiss are among the most advanced users of the internet Do you use Internet on your Laptop, PC, Mobile Phone or PDA? 100% 90% 84% 84% 84% 86% 81% 80% 73% 69% 69% 70% 62% 60% 58% 52% 52% 50% 46% 40% 36% 30% 20% 10% 0% Google Confidential and Proprietary 7Source: EIAA, Mediascope Europe 2010, N=1500 (1000 online, 500 omnibus)

The Swiss are early adopters Example: Functions used on mobile phone 100% 97% 97% 90% 89% 81% 80% 70% 60% 50% 40% 33% 30% 27% 20% 18% 17% 10% 0% Calls SMS MMS Mobile InternetSource: Accenture Mobile Web Watch 2010; N=3516 Google Confidential and Proprietary 8

Internet usage surpassed TV % Adspend Media consumption % Adspend (% per day) 31% Client 20% Radio Print 4.0% Logo 5.0% 30.0% 48.7% 4.5% 25% 8.5% Internet 24% 50.0% TV 27.8% Google Confidential and Proprietary 9Source: EIAA, Mediascope Europe 2010, N=1500 (1000 online, 500 omnibus)

Internet goes towards “always on”Percent 90% Internet at home 80% TV 70% 60% Mobile internet 50% Internet at work 40% (private purpose) 30% Internet total 20% 10% 0% 6 - 9AM 9 - 12AM 12 - 1PM 1 - 5PM 5 - 6PM 6 - 7PM 7 - 8PM 8 - 11PM 11PM-2AMSource: TNS Infratest, Oct 2010, N=993, during the week Google Confidential and Proprietary 10

Multi-tasking in media consumption is reality Internet 66% TV 10% Mobile internetSource: EIAA, Mediascope Europe 2010, N=1500 (1000 online, 500 omnibus) Google Confidential and Proprietary 11

Internet is by far the most important medium in CH Not important at all Not very important Very important Extremely important Internet at home 7% 62% Newspapers 23% 38% TV 23% 36% Radio 33% 31% Internet on the go 41% 28% Internet at work 46% 24% (private purposes) Magazines 47% 14% Videos/DVD 74% 5%Q203: How important are these media sources for private purposes in your daily life? N=1000Source: TNS Infratest, Oct 2010, N=1000 Google Confidential and Proprietary 12

Intermediate conclusion 1. Media consumption: - Swiss are early adopters - Internet is lead medium - Fundamental change in media behaviour over the day - Internet most important medium today Google Confidential and Proprietary 13

Content 1. Media consumption in CH 2. Search behaviour in the internet 3. Swiss online advertising Google Confidential and Proprietary 14

Search is the second most important Online Activity Without which web activity could you not live? Email 59.0% Search 43.0% Social Networks 18.0% Instant Messaging 15.0% Online Gaming 10.0% Telephone Calls 7.0% Watching Film,TV or Clips 6.0% Music Downloads 5.0% Forums 3.0% 0% 10% 20% 30% 40% 50% 60% 70% Google Confidential and Proprietary 15Source: EIAA, Mediascope Europe 2010, N=1500 (1000 online, 500 omnibus)

Search volume is huge in Switzerland Whom of you is most searched for? 400‘000‘000Sources: individual queries: Google Keyword tool; total queries: www.mediachange.ch based on Comscore, all search engines. Future results Google Confidential and Proprietary 16may differ, use as directional guide online

400 million is quite a number Google Confidential and Proprietary 17Source: Random, own estimates, internet

Search allows to read the mind of the user Google Confidential and Proprietary 18Source: Googel internal data,Oct 2010. Future results may differ, use as directional guide only

Search allows to read the mind of the user CH US, UK, DE, FR CH US, UK, DE, FR CH US, UK, DE, FR CH US, UK, DE, FR CH US, UK, DE, FR Google Confidential and Proprietary 19Source: Googel internal data,Oct 2010. Future results may differ, use as directional guide only

Search allows to read the mind of the user - ExampleSource: Googel Insights for Search, Nov 2010 Google Confidential and Proprietary 20

Intermediate conclusion 2. Internet & Search: - Search is key in the internet, huge volumes - Search allows to read people„s minds - Unstopped growth - Interest shifts from tech to entertainment & daily life Google Confidential and Proprietary 21

Content 1. Media consumption in CH 2. Search behaviour in the internet 3. Swiss online advertising Google Confidential and Proprietary 22

Adspend does not reflect customer behaviour Media consumption % Adspend (% per day)0% 4% 31% Radio.7% 50% 20% Print5% 25% 8.5% Internet.8% 28% 24% TV Source: Mediascope Europe 2010, ZenithOptimedia Ad Spend Report March 2010 23

Switzerland lags when it comes to internet Ad spend 2007 2009 18.3% 25.0% 4.6% 14.6% 16.6% 19.4% 16.6% 25.5% 17.3% 25.5% 1.2% 1.7% 21.1% 18.8% 16.7% 27.2% 11.1% 15.0% 3.5% 4.1% 12.0% 3.3% 17.2% 5.5% 5.3% 8.5% 3.3% 4.8% 1.4% 6.1% 2.6% 11.8% >20 - 30% >5 - 10% >15 - 20% 0 - 5% >10 - 15%Source: ZenithOptimedia March 2010 Google Confidential and Proprietary 24

But also in CH Internet advertising is taking off Online Ad Spend tripled between 2005 and 2009 $M $1,400.00 $1,200.00 $1,000.00 $800.00 Newspapers $600.00 Magazines TV $400.00 Radio $200.00 Cinema Outdoor $0.00 Internet 2005 2006 2007 2008 2009 2010 2011 2012Source: ZenithOptimedia Ad Spend Report March 2010 Google Confidential and Proprietary 25

Intermediate conclusion 3. CH online advertising: - Adspend does not reflect user behaviour - CH still lagging internationally - Yet activities are taking off Google Confidential and Proprietary 26

Key take aways – where are we today in Switzerland?1. Internet is the most important medium today2. Search is huge, going from tech to daily life3. Swiss companies still lag in online marketing but clear upwards trend Google Confidential and Proprietary 27

Backup Google Confidential and Proprietary 28

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Google CH - Online in ch status quo (claudio hasler)

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Google CH - Online in ch status quo (claudio hasler) — Presentation Transcript