Download - Trends in online behavior
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Humans & marketing in de
mix
Humix session 22/10/2014
@HumixBE
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Behavior
trends
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The rise of the mobile shopper
- Mobile search behavior influences buying behavior on all channels. 93% of the mobile researchers buy their products, 82% of them in physical shops and 45% cross device.
- More than half of the “I want it now” audience that use their mobile for research purchase within the hour
- Smartphone users start searching more often in search engines than on branded websites or apps.
Source: Google/Nielsen “Path to Purchase”2014 © Humix, all rights reserved 3
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In store smartphone usage
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- 84% of the mobile shoppers use their phones when they are in a physical shop.
- 1 out of 3 users prefers to use their smartphone to look for product information instead of asking a salesman in the store.
Source: Google Shopper Marketing Agency Council and M/A/R/C Research, ‘13
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Informed & educated shoppers
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- Users are less brand loyal and decide more based on reviews, and product features
- The overload of information and opinions make the shopping process more complex
- Users highly appreciate good and neutral product information and will transfer this trust to the provider of the information
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The evolution of
the SERP
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- Mobile surfing influenced SERP behavior- Users check more results during one session, but spend less
time on each result- Google search is used at some point in almost every purchase
decision process.
Source: “The evolution of google search results pages & their effects on human behavior.” Mediative
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Mindless sharing
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Questions?
Info at humix dot be
@humixBE @lonnekespinhof