BLOGS-Consumers_HaveChanged

With more and more data coming forth on consumer trends, we feel it’s important for you to be aware of what your audience has been up to. So, we pulled together some data from experts in the field, and wanted to showcase it this month for you.

TV vs. Online Video Advertising Has Shifted

Consumers are in a new stage of thinking. Audiences no longer are separating a TV presence from your online branding. Keeping your campaigns consistent across multiple platforms is important, but the game changer is that consumers are more likely to take action after an ad they’ve viewed online. According to Google Adwords, “From early tests, we’ve seen that YouTube generates almost 2x searches per impression than TV generates.”1

Youtube advertising, in particular, has become a huge market for creating viewer actions, because it has a dramatically increasing market size. In Google’s educational material they say, “Every month, more than 1 billion people watch more than 6 billion hours of YouTube video. In addition, more than half of YouTube video views come from mobile devices.”2 When people have the ability to quickly move from viewing an ad to being redirected to more information with the click or a tap, the buyer’s journey moves much faster.

Faith in Online Purchasing is Up

Consumers are becoming more educated on products before purchasing, using online searches to read about product reviews, available options, and price comparisons. Forbes noted that, “82% of retail customers research a purchase online.”3  

Across the board, online retailers are seeing year over year growth for online retail sales.4 “In a survey of 2,000 U.S. consumers, 44% bypass the whole web, going directly to Amazon first to search for products, compared to 34% who use top search engines like Google, Bing and Yahoo!”5

How Your Consumers Have Changed

With users increasing their smartphone shopping, your digital presence has become even more vital. Mobile e-commerce has pushed the needle again this year by becoming 30% of all U.S. e-commerce6. This has made Google more aware of the need for websites to have responsive designs.

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This year Google will be ranking responsive sites over desktop only compatible sites. Rightly so, when 79% of users are backing out of mobile unfriendly sites to “re-search” for a different site that will work with their device.7

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Overall, mobile will be making a bigger impact as the year unfolds. A study done in 2016 found the United States saw almost 60% of search queries served up were placed by mobile devices. Here’s are great Hitwise graph that breaks some of that down by industry:8

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Summing It Up

We know that was a lot of info to throw at you this month, but we felt it necessary for you to see some of the trends we’re seeing across the industry. More than ever, your online presence is a vital piece of your business; but that’s why we’re here to help! Making your site compatible with your consumer’s habits & search engine requirements is what Art Unlimited does best!

  1. https://adwords.googleblog.com/2016/09/New-Digital-Innovations-to-Close-the-Loop-for-Advertisers.html
  2. https://support.google.com/partners/answer/6052202?visit_id=1-636204405774957545-1512625357&hl=en&ref_topic=6015007&rd=1
  3. http://www.forbes.com/sites/forbespr/2016/05/25/customers-like-to-research-online-but-make-big-purchases-in-stores-says-new-retailer-study/#54168bb06443
  4. http://resources.bazaarvoice.com/rs/bazaarvoice/images/Bazaarvoice_WP_Top5_Consumer-Driven_Trends_Retail.pdf
  5. http://www.forbes.com/sites/fionabriggs/2015/10/06/amazon-commands-nearly-half-of-consumers-first-product-search-bloomreach-study-finds/#4dffa7197b77
  6. https://www.internetretailer.com/2015/08/18/mobile-commerce-now-30-all-us-e-commerce
  7. https://searchenginewatch.com/sew/study/2208496/72-of-consumers-want-mobilefriendly-sites-google-research
  8. http://hitwise.connexity.com/070116_MobileSearchReport_CD_US.html
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