Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Making the WebWork for YouJune 27, 2012
Michael LanzIndustry Director
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
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
Google Confidential and Proprietary 3Google 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 4Google Confidential and Proprietary 4
Everyone and everythingis online
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
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
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Predicting the present
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
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
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
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
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
A four screen world
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Smartphones are the #1 screen
Smartphonesexceeding PC sales
Smartphones exceedingFeature Phones
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
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
Google Confidential and Proprietary 15Google Confidential and Proprietary 1515
Dodge Journey
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Choice and sharing accelerating
Google Confidential and Proprietary 17Google Confidential and Proprietary 17
YouTube on fire
+100K OF YOUTUBE VIDEOS
shared on Facebook last year
60 HOURSof video per minute
OVER A MILLIONchannels
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
Itau
15 MILLIONViews in under2 months
Google Confidential and Proprietary 19Google Confidential and Proprietary 19
L’Oreal and Michelle Phan
30 MILLIONViews in under2 months
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
Video
Search
Mobile Display
Google+ page
+Android
Sites
a social layer across the web
Google Confidential and Proprietary 21Google Confidential and Proprietary 21
Extraordinary is the new ordinary
Google Confidential and Proprietary 22Google Confidential and Proprietary 22Proprietary & Confidential
Tesco in South Korea
Google Confidential and Proprietary 23Google Confidential and Proprietary 23
The Google story
Google Confidential and Proprietary 24Google Confidential and Proprietary 24
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
Google Confidential and Proprietary 25Google Confidential and Proprietary 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 26Google Confidential and Proprietary 26
Thank you.
Top Related