Google research-informed consumer

The Informed Consumer Consumers Research (and Search) More Please do not re-purpose for sales, outside of your company Google Confidential and Proprietary 1

Careful Consumers U.S. consumers are still spending, but more cautiously. What does this mean for the marketer? Google Confidential and Proprietary 2

Consider Them Informed Consumers Google’s new consumer survey shows that people are spending much more time researching before purchasing. Google Confidential and Proprietary 3

More Research Means More Time Online We asked U.S. consumers how their 53% use search engines more to research shopping habits have purchases changed since the downturn in the economy. 54% spend more time researching products online before they buy them in a store 39% buy more products online (rather than in- store) Google Confidential and Proprietary 4 Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 U.S. respondents

Search is the #1 Consumer Information Source We asked U.S. consumers about their main sources of information on products and services since the economic downturn. 0% 5% 10% 15% 20% 25% 30% 35% Search engine results/ads 29% Websites 22% Recommendations 11% Physical stores 8% TV ads 6% Newspaper ads 4% TV shows 3% Internet ads 2% Newspaper articles 2% Email newsletters 2% Sales people 2% Product/service experts 2% Radio shows 1% Radio ads 1% Magazine articles 1% Magazine ads 1% Direct mail/Catalogs 1% Outdoor ads 0% Telemarketing 0% Print phone books 0% Online sources total: 53% Google Confidential and Proprietary 5 Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 US respondents.

Search is the #1 Traffic Source to Retailers Sources of Traffic to Hitwise Retail 500, December Search Engines Retail 500 Email Services Entertainment 2008 Business and Finance 2007 Rewards and Directories Social Networking and Forums Lifestyle Portal Frontpages News and Media 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% Google Confidential and Proprietary 6 Source: Hitwise, provided to Google 02/25/2009. Retail 500 is Hiitwise’s index of 500 leading retailers.

Shoppers Referred by Google Increasing Share of Google Referred Traffic to Retail 500 25.0% Share of Upstream Traffic 20.0% +18% +23% +13% from Google 15.0% +12% 2006 2007 10.0% 2008 5.0% 0.0% Nov Dec Google Confidential and Proprietary 7 Source: Hitwise, provided to Google 02/25/2009.

People Say They’re Searching for Savings We asked U.S. consumers how their shopping habits have changed since the downturn in the 53% spend more time online searching for the economy. latest promotions and discounts 46% spend more time searching for coupons on the Internet Google Confidential and Proprietary 8 Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 U.S. respondents

And Google Query Volume Reflects This U.S. searches for “coupons” on Google.com since 2004 U.S. searches for “deals” on Google.com since 2004 Source: Google Insights for Search. Query numbers are normalized and presented on a scale of 0-100 relative to Google Google Confidential and Proprietary 9 queries over time.

Quick Tips to Reach the Informed Consumer Consumers are Consumers are Search is #1 researching online looking for information source more coupons and deals Consider search Make sure product Add special offers to engine presence info is accessible on website and throughout buying your site purchase pages cycle Consider display ad For paid search, Add “coupon” buys on content ensure landing keywords to paid sites used for pages have enough search buys research info Consider paid Add savings and search on Adjust budget offer messaging to “consideration” allocation search ads keywords Google Confidential and Proprietary 10

Thank You! Q&A Google Confidential and Proprietary 11

Appendix Google Confidential and Proprietary 12

Google’s “Touchpoints” Consumer Study • A large-scale survey of U.S. consumers who made a purchase in one of 26 product/service categories during the last six months • Goal was to explore the role of the Internet and other channels in consumer behavior and research • Survey conducted December 2008-January 2009 • Base of 8,675 respondents, representative of U.S. consumers, for results included in this presentation Google Confidential and Proprietary 13

Google research-informed consumer

by Ralph Paglia on Oct 24, 2010

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