This document discusses trends in consumer behavior and expectations. It notes that today's consumer is connected, empowered, savvy, busy, and has high expectations. Some key points include: consumers are increasingly using mobile devices and tablets to access the internet; they research purchases across many websites before deciding; and they want fast and convenient access to information and services. The document also discusses Google solutions that aim to meet these consumer demands, such as providing relevant information through Google Now and making the shopping experience easier via Google Shopping.

1. THE
1
20 4
consumer
Roel Naessens,
Head of Retail & Travel
Google Belgium

2. The world around us is
changing

3. Three main
reasons

4. SPEED
100%
of BE is likely to
have 4G coverage
by the end of 2014¹
Source: ¹http://nieuws.vtm.be/binnenland/67732-4g-voor-belgacom-base-en-mobistar

5. THE HAPPIEST
CONSUMERS
IN
THE ROOM?

7. ACCESSibility
The price of an advanced
smartphone has fallen to
€200

8. INFORMATION
51%
Source: IAB Consumer Barometer 2012
of BE population
researches online before
purchasing

9. Today’s consumer
is …
different

10. Today’s consumer is
1
2
3
TRENDS 4
5
CONNECTED
Today’s consumer is
EMPOWERED
Five
Consumer
Today’s consumer is
SAVVY
Today’s
consumer is
BUSY
Today’s consumer has
high
EXPECTATIONS

11. Today’s
consumer is
CONNECTED

12. WHENEVER,
WHEREVER
57%
of Belgians bought goods
or services online in 2013
of all BE Households
will own a tablet in 2014
50%
44%
Of Belgians access the
internet via mobile
device

13. ACROSS ALL
SCREENS
By the end of 2014....
85%
60%
of BE
population
wil be online
50%
will have a tablet
will have a
smartphone
Source: http://www.internetworldstats.com/stats4.htm#europe, Our Mobile Planet

14. KEEPING UP
WITH THE
CONSUMER
MOBILE FIRST
TAB SYNCING IN
CHROME
In this age of multi-device usage,
we thought consumers would find
it useful if they could quickly access
their open tabs across multiple

15. Today’s
consumer is
EMPOWERED

16. CHOICE &
CONTROL
36% of Video revenue in BE via
video on demand
4 in 10 BE households have
“Connectable”
TVs
Source: http://www.demorgen.be/dm/nl/5401/Multimedia/article/detail/1658528/2013/06/26/Belgische-markt-voor-video-on-demand-groeit-exponentieel.dhtml
http://www.grp.be/nl/agenda/de-grp/welkom-op-de-site-van-de-grp/14/278/symposium-grp-quot-connected-quot.html

17. KEEPING UP
WITH THE
CONSUMER
Chromecast
The easiest way to enjoy online video and
music on your TV

18. Today’s
consumer is
SAVVY

19. More sites,
More
SEARCHES
Before making a purchase, today’s
consumer spends up to:
27 days
and
3:17 hours
across
22 sites

20. KEEPING UP
WITH THE
CONSUMER
Google shopping
Building a better shopping experience
by making it easier to:
research purchases,
compare products, features &
prices
Make purchases

21. KEEPING UP
WITH THE
CONSUMER
Social Endorsements
By creating a Google+ page and
enabling social extensions,
Connections’s search ads became
instantly more compelling
Seeing that thousands of people are
following this brand, can influence
people decisions at the moment of
intent.
Click-through rates for Connections
search ads increased by 25%.

22. Today’s
consumer is
BUSY

23. TIME
PRESSURED
Today’s customer is constantly on the Go.
Consumers will take more measures to
save time:
NEXT YEAR...
90%
53%
40%
will make purchases
online
of internet users are
expected to have their
groceries delivered
yoy growth expected
for mCommerce

24. KEEPING UP
WITH THE
CONSUMER
Google NOW
Providing the right information at
the right time; a great tool for
busy consumers.
Organising the things they need to
know and freeing up
TIME
MORE

25. KEEPING UP
WITH THE
CONSUMER
YOUTUBE
is the 2nd
largest Search Engine after Google
Screens are not made to
Read but to Watch
+70%
of the Global
Consumer Internet Traffic will be
video by 2017

26. KEEPING UP
WITH THE
CONSUMER
VIRTUAL
SUPERMARKET
Tesco launched a virtual supermarket
at Gatwick airport allowing busy
consumers to make efficient use of
their downtime so they could come
home to a full fridge

27. 5
Today’s consumer has high
EXPECTATIONS

28. SIMPLY
THE BEST
Today’s consumers want the best of
everything from...
WEBSITE SPEEDS
to
CUSTOMER CENTRICITY

29. KEEPING UP
WITH THE
CONSUMER
Project Chauffeur
For the high expectation consumer,
we recognise that it is important that
technology should be able to solve
problems like car accidents and traffic
jams - to protect our next gereration

30. KEEPING UP
WITH THE
CONSUMER
Project glass
For the high expectation consumer,
we recognise that it is important that
technology should be able to deliver
information that’s directly relevant to
their surroundings appearing right in
front of them.

31. Every change leads to an
Opportunity

32. Google Solutions - anno 1997

33. Google’s Solutions - anno 2013

34. Google’s Mission
"Google is
not a con
ventional
company.
We do no
t intend t
become o
o
ne. Throu
ghout Goo
evolution
gle's
as a priva
tely held
company,
we have m
anaged G
differentl
oogle
y. We hav
e also
emphasiz
ed an atm
osphere o
creativity
f
and challe
nge, whic
helped us
h has
provide u
nbiased,
accurate
and free a
ccess to
informati
on for tho
se who re
us around
ly on
the world
."
- from the
Google Confidential and Proprietary
2004 IPO
founder’s
le
tter

35. 1. “Put the User First
And the Rest will Follow…”
Google confidential

36. 2.Think Big
3.Open Better than Closed
4.Launch & Iterate
Android
activations
in millions
1000
750
500
250
100
2011
2008
T-Mobile G1
Google confidential
2013
Nexus 5
2013

37. 5.Never Fail to Fail
2007
Google confidential
2009
2010
2011

38. 6.Innovate Fast
Google confidential

39. 7.Data Drives Decisions
60%
of Digital advertising is now
bought programmatically (realtime, automated, biddable)
‘‘The ability to take data
– to be able to
understand it, to process
it, to extract value from
it, to visualize it, to
communicate it: that’s
going to be a hugely
important skill in the
next decades”
Hal Varian, Google Chief Economist
Google confidential

40. http://www.wallpaperup.com
Google confidential
It’s still Early Morning
on the Web!

41. Google Search: Reunion (Youtube)