The Role of Search in Purchases in the Technology Home Entertainment Sector. Google/Nielsen Italy, November 2010 January 2011

Transcription

1 The Role of Search in Purchases in the Technology Home Entertainment Sector Google/Nielsen Italy, November 2010 January 2011

2 Agenda 1 Methodology & Definitions 2 Market Overview 3 Purchase/Quote 4 Search 5 Journeys 6 Summary 2

3 Technology Home Entertainment: Methodology & Definitions

4 Methodology Custom analysis of Nielsen's NetView metered panel Period of analysis: November January 2011 Analysis based on: The pre-defined NetView Category: Technology Home Entertainment Recoded to Google classification criteria Events included for 59 sites An event can only happen once in a single site/session, this avoids double-counting occasions where a transaction involves multiple URLs A start event is determined as the first category related activity in the period of analysis Analysis restricted to Adults 16+ Data checked for outliers but non were removed 3,085 unique search terms categorised according to Google s classification structures (Brand Only Terms, Brand with Other, Brand Product, Generic) Referrals to data set are also included to identify non-search clickthroughs 4

5 Methodology: Key Technology Home Entertainment: IT Sample Size: 4,505 Group Designations Usage of each type of Technology Home Entertainmentwebsite user Mutually exclusive & Exhaustive Purchase Those that purchased Sample Size: 289 Quote Viewed items in basket Sample Size: 530 Research Those that visit sites for research Sample Size: 3,686 5

6 Methodology: Key Technology Home Entertainment IT Sample Size: 4,505 Category: Site Designations Retailer Manufacturer Price Comparison 6

7 Technology Home Entertainment: Market Overview

8 Overview Total Audience Size Journey Length Sites Visited per Person 5.4m 18 days 2.7 sites Technology home entertainment journeys contained an average of 3 sites, visited 5 times, over 3 web sessions 4 Sites Visits per Person 4.6 times 5 Web Sessions per Person 3.4 sessions 6 Time Spent per Person 22 mins Base: All in the Technology Home Entertainment market Note: Activity of audience in the Technology Home Entertainment market 8

9 Audience 6% purchased and a further 11% got a quote from technology home entertainment sites Technology: 5,374,686 84% Research 11% 6% Quote Purchase Base: All in the Technology Home Entertainment market Note: Type of activity in the Technology Home Entertainment market; Figures may not add up to 100% due to rounding 9

10 The Most Visited Sites ebay Electronics [1] Media World [2] Unique Audience (m) ebay Electronics is the most visited site with 1.4m visitors Gruppo UniEuro [3] Pixmania [4] eprice.it [5] Euronics [6] Samsung [7] Siemens [8] Nintendo [9] Lightinthebox [10] SONY [11] LG Electronics [12] XBOX [13] redcoon [14] D-Mail [15] Base: All in the Technology Home Entertainment market Note: Top 15 sites. 10

11 Technology Home Entertainment: Purchase/Quote

12 Activity of those that get a quote and purchase Those that made a purchase visited more sites, more times, over more sessions and spent more time within the category Total Quote Purchase 1 Audience Size 5.4m 569k 302k 2 Average Journey Length 18 days 32 days 39 days 3 Sites Visited per Person 2.7 sites 4.5 sites 5.1 sites 4 Sites Visits per Person 4.6 times 9.1 times 15.0 times 5 Web Sessions per Person 3.4 sessions 6.4 sessions 10.0 sessions 6 Time Spent per Person 22 mins 55 mins 1hr 23 mins Base: All, those that get a quote and purchase in the Technology Home Entertainment market Note: Activity of all versus quote and purchase in the Technology Home Entertainment market 12

13 Profile Those that purchase are more likely to be male and aged between 35 and 44 Gender Index Total Age Index Quote 36 Purchase Total Quote Purchase Base: All, those that get a quote and purchase in the Technology Home Entertainment market Note: Profile of all, those that got a quote and purchased in the Technology Home Entertainment market; All figures are Based on Index v Active Internet Population 13

14 Activity Up to the First Quote Quote Up To First Quote Audience Size Average Journey Length Sites Visited per Person Sites Visits per Person 569k 32 days 4.5 sites 9.1 times 569k 14 days Median Journey Length: 3 days 3.0 sites 4.6 times Those that got a quote spent 14 days in the technology home entertainment market before doing so, visiting 3 sites over 3 sessions 5 Web Sessions per Person 6.4 sessions 3.4 sessions 6 Time Spent per Person 55 mins 33 mins Base: Those that get a quote in the Technology Home Entertainment market Note: Activity UP TO the first quotation event 14

15 Purchasers made an average of 1.4 purchases Base: Those that purchase in the Technology Home Entertainment market Note: Average number of purchase events 15 15

16 Activity Up to the First Purchase Purchase Up To First Purchase Audience Size Average Journey Length Sites Visited per Person Sites Visits per Person 302k 39 days 5.1 sites 15.0 times 302k 18 days Median Journey Length: 9 days 3.5 sites 6.9 times Those that purchased spent 18 days in the technology home entertainment market before purchasing, visiting 4 sites over 5 sessions 5 Web Sessions per Person 10.0 sessions 4.9 sessions 6 Time Spent per Person 1hr 23 mins 47 mins Base: Those that purchase in the Technology Home Entertainment market Note: Activity UP TO the first purchase event 16

17 Time Taken to First Quote or Purchase Quote Purchase % of those that got a quote or purchased 100% 90% 80% 47% get a quote within 24 hours 75% get a quote within 19 days 70% 60% 73% purchase within 29 days 50% 40% 52% purchase within 9 days 30% 20% 34% purchase within 24 hours 10% 0% less than 24 hours 1-5 days 6-9 days days days days days days days days days days days days Base: Those that get a quote or purchase in the Technology Home Entertainment market Note: % of those that get a quote or purchase and the length of time UP TO the point of the first quote/ purchase occurring. Based on first event in the category. 17

18 Look > Quote Quote 19% of those that look at retailer sites get a quote from retailer sites Look Quote Total 16.2% Retailer 18.7% Manufacturer 0.6% Base: All in the Technology Home Entertainment market Note: The % of people who look for a product on a site who go on to get a quote on the site 18

19 Look > Purchase Quote 7% of those that look at retailer sites purchase from retailer sites Look Purchase Total 5.6% Retailer 6.5% Manufacturer 0.2% Base: All in the Technology Home Entertainment market Note: The % of people who look for a product on a site who go on to purchase on the site 19

20 Technology Home Entertainment: Search

21 Search Those that purchased were more likely to use search during their journey. Those that got a quote were more likely to start their journey with search and use sponsored search Total Quote Purchase use search at any point in the journey 52% 59% 61% start their journey with search 32% 28% 21% searchers who use sponsored searches 19% 31% 25% Average number of searches* Base: All, those that get a quote and purchase in the Technology Home Entertainment market Note: % of audience in the Technology Home Entertainment market; Searches are defined as only those that lead to a relevant site *Searches per searchers 21

22 Number of Searches Quote Purchase 45% 40% 35% A fifth of those that got a quote and a quarter of those that purchased conducted 6 or more searches 30% 25% 20% 15% 10% 5% 0% 1-5 searches 6-9 searches searches searches searches searches searches Base: Those that get a quote and purchase in the Technology Home Entertainment market Note: Number of searches made. Searches are defined as only those that lead to a relevant website. 22

23 Brand v Generic Searches 21% of searches conducted by those that got a quote and 20% by those that purchased are generic terms Quote % of Searches Purchase % of Searches Generic 21% Generic 20% Brand Only Terms 42% Brand Only Terms 47% Brand with Other 37% Brand with Other 33% Base: Those that get a quote and purchase in the Technology Home Entertainment market Note: % of searches that were generic, brand only terms & brand with other text; Searches are defined as only those that lead to a relevant website 23

24 Brand v Generic Overlap Quote 338k searchers Purchase 186k searchers 40% of searchers used both brand and generic terms 42% of searchers used both brand and generic terms Generic Search Only Generic Search Only Brand Search Only Both 49.3% 39.5% 11.1% Brand Search Only Both 45.2% 42.3% 12.5% Base: Those that get a quote and purchase in the Technology Home Entertainment market Note: The figures shown are the number of people who have made both or only one type of search which lead to a relevant site; Searches are defined as only those that lead to a relevant website 24

25 Search Paths Quotation B = Brand, G= Generic, N = No further searches Brand searches tend to lead to further brand searches and the same is true for generic searches Audience 1st Search 338k Search Brand Generic 76% 24% 2nd Search 242k B 61% G 11% N 28/% B 20% G 50% N 30% 3rd Search 190k B 70% G 9% N 20% B 53% G 18% N 29% B 44% G 15% N 41% B 33% G 54% N 13% Base: Those that get a quote in mobile market Note: Each of the first three mobile searches performed by the audience. Figures Tree: % of Audience, Funnel: Actual Audience; Searches are defined as only those that lead to a relevant website Caution: Sample Sizes small for third searches 25

26 Search Paths Purchase B = Brand, G= Generic, N = No further searches Brand searches tend to lead to further brand searches and the same is true for generic searches Audience 1st Search 186k Search Brand Generic 69% 31% 2nd Search 153k B 67% G 15% N 19% B 39% G 46% N 15% 3rd Search 116k B 73% G 9% N 18% B 39% G 32% N 30% B 58% G 7% N 35% B 21% G 46% N 33% Base: Purchasers in mobile market Note: Each of the first three mobile searches performed by the audience. Figures Tree: % of Audience, Funnel: Actual Audience; Searches are defined as only those that lead to a relevant website. Caution: Small Sample Size 26

27 Value of Search Quote Searchers are 1.3 times more likely to get a quote compared to non searchers Purchase Searchers are 1.4 times more likely to purchase compared to non searches 11% 12% 9% 6% 7% 5% Total Searchers Non Searchers Total Searchers Non Searchers Base: Those that get a quote and purchase in the Technology Home Entertainment market Note: % of those who search or do not search and either quoted or purchased; Times more likely versus non searchers Searches are defined as only those that lead to a relevant website. Correlation not cause. 27

28 People who click on sponsored links are more likely to get a quote or purchase Base: Those that purchase in the Technology Home Entertainment market Note: A sponsored search/link is one that requires a Search Engine redirect to point it to the website. Correlation not cause

29 Value of Sponsored Search Quote Those that click on sponsored searches are 1.5 times more likely quote than natural searchers Purchase Those that click on sponsored searches are 1.3 times more likely purchase than natural searchers 19% 11% 12% 6% 9% 7% Total Clicked on Sponsored Links Clicked on Natual Search Total Clicked on Sponsored Links Clicked on Natual Search Base: Those that got a quote or purchased in the Technology Home Entertainment market Note: % of those who clicked on the type of search and were either purchasers or quoters; Searches are defined as only those that lead to a relevant website; A sponsored search/link is one that requires a Search Engine redirect to point it to the website. Times more likely versus natural searchers. Correlation not cause. 29

30 Technology Home Entertainment: Journeys

31 First Entry Point: Top 10 Quote 38% For 27% of those that got a quote the first entry point into the technology home entertainment market was via Google Search 27% 12% 5% 3% 2% 2% 2% 2% 1% Retailer Google Search Other: Classifieds/Auctions Other: Other: Mass Merchandiser Manufacturer Other: Shopping Directories & Guides Other: Multi-category Computers & Consumer Electro Other: Search Other: Corporate Information Base: Those that get a quote in the Technology Home Entertainment market Note: The first entry point for those that get a quote; An entry point is defined as the first relevant content page visited, however if this is referred from another web page the referring page is used. The most likely entry relevant category is shown for both the very first relevant content page and for the web session when the group event occurs. 31

32 First Entry Point: Top 10 Purchase 42% For 19% of those that purchase the first entry point into the technology home entertainment market was via Google Search 19% 12% 4% 4% 3% 2% 2% 1% Retailer Google Search Other: Classifieds/Auctions Other: Mass Merchandiser Manufacturer Other: Shopping Directories & Guides Other: Search Other: Other: Multi-category Computers & Consumer Electro Base: Those that purchase in the Technology Home Entertainment market Note: The first entry point of those that purchase; An entry point is defined as the first relevant content page visited, however if this is referred from another web page the referring page is used. The most likely entry relevant category is shown for both the very first relevant content page and for the web session when the group event occurs.. 32

33 Final Arrival Route Purchase Route to Purchase Direct = 50% 150,514 Category Referral = 2% 7,329 Non category referral = 30% 91,717 Purchase 302,558 Natural Search = 15% 45,236 Sponsored Search = 3% 7,791 Base: Those that purchase in the Technology Home Entertainment market Note: All the routes taken to reach a website when purchasing. 33

34 Technology Home Entertainment: Summary

35 Summary There are 5.4 million people in the technology home entertainment market 2.8m N Search is an important part of the customer journey. 2.8m or 52% use search at anytime throughout their journey, increasing to 61% of those that purchase Based on those that search, those that purchased searched an average of 9.7 times. 6.6 searches per person up to the first purchase GENERIC 55% of those that purchased and 51% of those that got a quote used generic search terms 1.3 Those that click on sponsored searches are 1.3 times more likely purchase than natural searchers 35