Wavelength USA 2012 Making The Web Work For You

Google Confidential and Proprietary 1Google Confidential and Proprietary 1

Making the WebWork for YouJune 27, 2012

Michael LanzIndustry Director


The digital revolution in context

Distribution and

Commerce

Information Communication

“Buy”

“Read” “Talk”

2006

1B

2003

500M

1994

Users 77M

1998 2000

400M

2010

1.9B


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


Everyone and everythingis online


4 out of 5 adults are web users

30K 30–50K 50–75K >75K0%

20%

40%

60%

80%

100%

Affluents are heaviest web users

Time online tops30 hours per week

91%

80%

71%

66%

65%

61%

What are they doing?

Search

Look for health-related videos

Watch videos

Social networking

Plan travel

Banking


Predicting the present


Online sources considered before making purchase

78% of U.S. Internet users go online to search for

information about products and services

18.2 11.7

10.2 7.0

Sources: "Online Product Research," Pew Research Center, 9/2010, Google Shopper Sciences, Zero Moment of Truth Study, 4/2011

Consumers are hyper-informed

Purchasing an insurance plan is a very considered decision for shoppers.

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

• Length of Purchase Cycle

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Most influential sources for insurance shoppersTalked with a insurance company representative in-

personTalked 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

Read information in an email received from a insurance 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

Noticed advertising while browsing online

Average37%

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.

Below Average Net Influence

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011


Television and search complimentary

Base N=250 Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Fewest People Most People

7-12+

mos

before

4-6 mo

s before

2-3 mos before

1 mon

th befo

re

2-3 wee

ks befo

re

1 wee

k before

2-6 days befor

e

1-24 hours befor

e

Within an hour

A few moments before

Time From Purchase

Degree of Influence

10

9

8

7

6

5

4

3

2

1

Degree of Influence

10

9

8

7

6

5

4

3

2

17-12+

mos

before

4-6 mo

s before

2-3 mos before

1 mon

th befo

re

2-3 wee

ks befo

re

1 wee

k before

2-6 days befor

e

1-24 hours befor

e

Within an hour

A few moments before

Time From Purchase

Search Television


A four screen world


Smartphones are the #1 screen

Smartphonesexceeding PC sales

Smartphones exceedingFeature Phones


12:0

0 AM

1:00

AM

2:00

AM

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

0 PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:0

0 PM

11:0

0 PM

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Percentage of Daily Queries by Hour

Tablet Mobile Desktop

Context counts

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.

14Google Confidential and Proprietary 14

YouTube Attracts the “Light” TV Viewers

1%

30%

20% 20%

17%

12%

A18-49

~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


Dodge Journey


Choice and sharing accelerating


YouTube on fire

+100K OF YOUTUBE VIDEOS

shared on Facebook last year

60 HOURSof video per minute

OVER A MILLIONchannels


Itau

15 MILLIONViews in under2 months


L’Oreal and Michelle Phan

30 MILLIONViews in under2 months


Video

Search

Mobile Display

Google+ page

+Android

Sites

a social layer across the web


Extraordinary is the new ordinary

Google Confidential and Proprietary 22Google Confidential and Proprietary 22Proprietary & Confidential

Tesco in South Korea


The Google story


Make betterdecisions

by accessing unique customer, industry and performance insights

Win momentsthat matter

by engaging billions ofpeople, in the right context,

with personalized experiencesthey love

What we do:

Google makes the web work for you

We help you:

Go bigger,faster

by tapping into technologythat works together, across

your business needs


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


Thank you.

Wavelength USA 2012 Making The Web Work For You

Technology

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