Businesses and Consumer Surveys; Mobile and Videos Play Key Role When Shopping

As retailers gear up for this month's back-to-school shopping, a Google study focused on apparel shopping, analyzed "consumer shopping behavior" from the point of sale backward. The study involved survey of apparel shoppers found that "not only online research playing an integral role in both online and in-store purchases, consumers are also increasingly shopping on […]

As retailers gear up for this month's back-to-school shopping, a Google study focused on apparel shopping, analyzed "consumer shopping behavior" from the point of sale backward.

The study involved survey of apparel shoppers found that "not only online research playing an integral role in both online and in-store purchases, consumers are also increasingly shopping on their mobile devices and using online video to inform purchase decisions."

In fact, 4 in 10 shoppers visited a store online or in-person as a direct result of watching a video online.

Here are a few highlights from the report:

  • "More than 69% of consumers shopped on their phone or tablet while at home, 31% while in a store, 28% while waiting in line, and 27% while at work.
  • Of people that shop on their mobile device, 56% compare prices and look for promotions, 42% read reviews, 38% search inventory, 16% scan bar code while in store, and 13% contact the retailer.
  • Video has now filled the role as the virtual fitting room, enabling shoppers to hear personal opinions and reviews, and see the product in motion. In fact, video has become so influential that 4 in 10 shoppers visited a store online or in-person as a direct result of watching a video.
  • Today, nearly 1 in 3 shoppers use YouTube to shop for apparel. 34% of apparel shoppers are more likely to purchase after viewing an online video ad, versus 16% after watching an ad on TV.
  • Millennials (aged 18-34) are twice as likely than other age groups to rely on a video to decide which company to purchase from, and are regularly turning to YouTube for shopping advice.
  • Nearly 600,000 shopping "haul" videos on YouTube, more than 35,000 of which were uploaded within the last month alone.
  • 1 in 4 mobile researchers purchased apparel more than 6 times in the past 6 months (versus 16% of non-mobile researchers). And 28% of video researchers spent more than $500 on apparel in the past 6 months, while only 2% of non-video researchers did," Google informed.

You can download full report Think with Google.

In the latest Help Desk Hangout On Air, Google talked about Google Consumer Surveys with Product Manager Paul McDonald -- who answered questions about how businesses of all size can have access to market research using Consumer Surveys.

How long until I start seeing responses, and how much do Consumer Surveys cost?
You can expect to begin seeing responses immediately, with full completion within 24-48 hours. It costs $0.10 per response for a representative sample of the U.S. population and $0.50 per response for demographic targeting.

How does the demographic targeting work?
Like many ads on the web, Google Consumer Surveys reports on the inferred age and gender of anonymous respondents based on the websites users visit and location based on IP addresses. Income, and urban density are then approximated using census data for particular geographic regions. To see what inferences are associated with your browser, visit google.com/ads/preferences.

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