Wavelength USA 2012 Making The Web Work For You


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  • This chart plots out the purchase timeline, with time running below. We surveyed our shoppers and asked them, how long did you think about your insurance needs/carrier before you actually signed up? The majority of insurance shoppers are thinking about it 2-4 months before. This long lead time gives shoppers to opportunity to do enough due diligence around their purchase.
  • We also asked our respondents to rate on a scale from 1-10, how influential each source that they listed was in the whole decision making process. FMOT shows up as the top two influential – talking with a company representative either in-person or on the phone. 3rd most influential was the information they found when comparison shopping rates on line. The majority of ZMOT sources all ranked above average as being influential. We noted that stimulus type activities ranked lowest in terms of how influential they were to the ultimate decision made.
  • We have been thinking a lot about how people use their Mobile devicesThis is our latest query data – that we released last week …. Not only does this hold true on weekdays, But Tablet and Mobile Queries spike on weekends….
  • Wavelength USA 2012 Making The Web Work For You

    1. 1. Making the WebWork for YouJune 27, 2012Michael LanzIndustry Director Google Confidential and Proprietary 1
    2. 2. The digital revolution in context Information Distribution and Communication “Read” Commerce “Talk” “Buy”1994 1998 2000 2003 2006 2010Users 77M 400M 500M 1B 1.9B 2 Google Confidential and Proprietary
    3. 3. Web trends 2012• Everyone and everything is online• Consumers are hyper-informed• A four screen world• Choice and sharing accelerating• Extraordinary is the new ordinary Google Confidential and Proprietary 3
    4. 4. Everyone and everythingis online Google Confidential and Proprietary 4
    5. 5. 4 out of 5 adults are web users Affluents are heaviest web users What are they doing?100% Search 61%80% 91% Look for health- related videos60% 65% Watch videos40% 80% Social networking20% 66% Plan travel 0% 71% 30K 30–50K 50–75K >75K Banking Time online tops 30 hours per week Google Confidential and Proprietary 5
    6. 6. Predicting the present Google Confidential and Proprietary 6
    7. 7. Consumers are hyper-informed Online sources considered before making purchase 18.2 11.7 78% of U.S. Internet users go online to search for information about products and services 10.2 7.0Sources: "Online Product Research," Pew Research Center, 9/2010, Google Shopper Sciences, Zero Moment of Truth Study, 4/2011 Google Confidential and Proprietary 7
    8. 8. Purchasing an insurance plan is a very considereddecision for shoppers.• Length of Purchase Cycle Q1 Again, for the rest of this survey we would like to focus on your most recent transaction: PIPE IN FROM QS6. First, in TOTAL, how long were you thinking about [PIPE] before you actually completed the transaction? Base N=250 Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011
    9. 9. Most influential sources for insurance shoppersTalked with a insurance company representative in-person Talked with a customer service representative on the phone Comparison shopped rates online Talked with friends / family Talked to a customer service representative onlineRead comments following an article / opinion piece online Sought information from an insurance organization website Read reviews or endorsements about the policy / company online Searched online, used search engine 37% Read information in an email received from a insurance Average company Read magazine articles / reviews / information about the insurance policy / company Received mail at home from a insurance company (e.g., catalogue, brochure) Saw an ad in a newspaper / newspaper insert Saw advertisements on television Below Average Net Influence Noticed advertising while browsing online Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select any number in between 1 and 10. Base N=250; Individual source base sizes vary. See Appendix. Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011
    10. 10. Base N=250 7-12+ mos before 4-6 mos before 2-3 mos before Search 1 month before 2-3 weeks before 1 week before 2-6 days before Fewest People 1-24 hours before Time From Purchase Within an hour A few moments before 1 2 3 5 6 7 8 9 4 10 Degree of InfluenceSource: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011 7-12+ mos before 4-6 mos before 2-3 mos before 1 month before Television 2-3 weeks before Television and search complimentary 1 week before 2-6 days before 1-24 hours before Time From Purchase Most People Within an hour A few moments before 1 2 3 4 5 6 7 8 9 10 Degree of Influence Google Confidential and Proprietary 10
    11. 11. A four screen world Google Confidential and Proprietary 11
    12. 12. Smartphones are the #1 screen Smartphones exceeding Smartphones Feature Phones exceeding PC sales Google Confidential and Proprietary 12
    13. 13. Context counts Percentage of Daily Queries by Hour 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile DesktopSource: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.Does not indicate absolute or relative traffic volumes. Google Confidential and Proprietary 13
    14. 14. YouTube Attracts the “Light” TV Viewers ~1.5x More Adult 18-49 Light TV Viewers than Heavy TV Viewers ~32M A18-49 in light TV & zero. ~21M in heavy TV audience Google Confidential and Proprietary 14
    15. 15. Dodge Journey Google Confidential and Proprietary 15 15
    16. 16. Choice and sharingaccelerating Google Confidential and Proprietary 16
    17. 17. YouTube on fire 60 HOURSof video per minute OVER A MILLION channels +100K OF YOUTUBE VIDEOS shared on Facebook last year Google Confidential and Proprietary 17
    18. 18. Itau 15 MILLION Views in under 2 months Google Confidential and Proprietary 18
    19. 19. L’Oreal and Michelle Phan 30 MILLION Views in under 2 months Google Confidential and Proprietary 19
    20. 20. High res +1 buttons Search a social layer across the web Morgan Knutson - 2/2/12High res +1 buttons Morgan Knutson - 2/2/12 High res +1 buttons Morgan Knutson - 2/2/12 Google+ Sites pageHigh res +1 buttons Morgan Knutson - 2/2/12 High res +1 buttons Morgan Knutson - 2/2/12 +Android High res +1 buttons Morgan Knutson - 2/2/12 Mobile Display Video Google Confidential and Proprietary 20
    21. 21. Extraordinary is the newordinary Google Confidential and Proprietary 21
    22. 22. Tesco in South KoreaProprietary & Confidential Google Confidential and Proprietary 22
    23. 23. The Google story Google Confidential and Proprietary 23
    24. 24. What we do: Google makes the web work for you We help you: Win moments Make better Go bigger, that matter decisions faster by engaging billions of by accessing unique by tapping into technology people, in the right context, customer, industry and that works together, acrosswith personalized experiences performance insights your business needs they love Google Confidential and Proprietary 24
    25. 25. Making the web work for you• Listen to world every day• Be there in the moments that matter• Orchestrate your creative across all four screens• Let your customers tell your story• Break the mold and deliver transformational experiences Google Confidential and Proprietary 25
    26. 26. Thank you. Google Confidential and Proprietary 26