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Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Making the WebWork for YouJune 27, 2012
Michael LanzIndustry Director
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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
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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
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Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Everyone and everythingis online
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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
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Predicting the present
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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
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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
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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
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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
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A four screen world
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Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Smartphones are the #1 screen
Smartphonesexceeding PC sales
Smartphones exceedingFeature Phones
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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.
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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
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Dodge Journey
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Choice and sharing accelerating
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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
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Itau
15 MILLIONViews in under2 months
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L’Oreal and Michelle Phan
30 MILLIONViews in under2 months
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Video
Search
Mobile Display
Google+ page
+Android
Sites
a social layer across the web
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Extraordinary is the new ordinary
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Tesco in South Korea
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The Google story
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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
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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
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Thank you.