The document discusses trends in how people use the internet and provides strategies for businesses. It notes that everyone and everything is now online, consumers are highly informed when making purchases, and people use multiple screens. It recommends that businesses listen to customers, be present across different platforms and moments, coordinate campaigns, leverage user-generated content, and provide extraordinary experiences. The goal is to help businesses make the most of the online world.
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Wavelength USA 2012 Making The Web Work For You
1. Making the Web
Work for You
June 27, 2012
Michael Lanz
Industry Director
Google Confidential and Proprietary 1
2. The digital revolution in context
Information Distribution and Communication
“Read” Commerce “Talk”
“Buy”
1994 1998 2000 2003 2006 2010
Users 77M 400M 500M 1B 1.9B 2
Google Confidential and Proprietary
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
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 videos
60%
65% Watch videos
40%
80% Social networking
20% 66%
Plan travel
0% 71%
30K 30–50K 50–75K >75K Banking
Time online tops
30 hours per week
Google Confidential and Proprietary 5
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 7.0
Sources: "Online Product Research," Pew Research Center, 9/2010, Google Shopper Sciences, Zero Moment of Truth Study, 4/2011
Google Confidential and Proprietary 7
8. Purchasing an insurance plan is a very considered
decision 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. Most influential sources for insurance shoppers
Talked 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 online
Read 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. 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 Influence
Source: 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. A four screen world
Google Confidential and Proprietary 11
12. Smartphones are the #1 screen
Smartphones exceeding Smartphones
Feature Phones exceeding PC sales
Google Confidential and Proprietary 12
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 Desktop
Source: 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. 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. Dodge Journey
Google Confidential and Proprietary 15
15
17. YouTube on fire
60 HOURS
of video per minute
OVER A MILLION
channels
+100K OF YOUTUBE VIDEOS
shared on Facebook last year
Google Confidential and Proprietary 17
18. Itau
15 MILLION
Views in under
2 months
Google Confidential and Proprietary 18
19. L’Oreal and Michelle Phan
30 MILLION
Views in under
2 months
Google Confidential and Proprietary 19
20. High res +1 buttons
Search a social layer across the web
Morgan Knutson - 2/2/12
High res +1 buttons Morgan Knutson - 2/2/12 High res +1 buttons Morgan Knutson - 2/2/12
Google+ Sites
page
High 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
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, across
with personalized experiences performance insights your business needs
they love
Google Confidential and Proprietary 24
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. Thank you.
Google Confidential and Proprietary 26
Notes de l'éditeur
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….