Zero Moment of Truth

Google/Shopper Sciences

Traditional 3-Step Mental Model of Marketing

2

First Moment of

Truth

Second Moment of

Truth

Stimulus

Sign insurance contract

Experience

Google Confidential

Historical “Interrupters” of Three Moment Model

The New Mental Model of Marketing

4

First Moment of

Truth

Second Moment of

Truth

Stimulus

Pre-shopping | In-store | In-home

Sign insurance contract

Experience

Google Confidential and Proprietary

We asked insurance shoppers…

When? Purchase Timeline

What traditional and new media sources did shoppers use to help them decide on their insurance carrier?

What? Source Usage

How far in advance do shoppers start thinking about changing their insurance or renewing?

Why did shoppers consult the internet? What information where they looking for related to the insurance selection process?

Why? Information-Seeking

How? InfluenceHow influential were each of the sources in the ultimate decision making?

5Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Objectives & Methodology

How is insurance purchase behavior changing in a digitally powered world?

What role does new media like mobile play in insurance decision making?

How effective are traditional ads at changing actual purchasing?

Online shopper surveys with interactive game-like construct

Fielded in March 2011 in the US

Adults who switched to a new insurance provider, purchased a new Auto or Home

insurance policy or new Life insurance policy in the past 6 months

6Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Google Confidential and Proprietary

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

Google Confidential and Proprietary

Insurance shoppers used on average 11.7 sources of information to help them make their

purchase decision

11.7 sources

26% average usage

For any one source, on average 26% of shoppers used it.

8

Q2 When you were considering [INSERT], what sources of information did you seek out to help with your decision?Base N=250Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Even among above average sources, ZMOT outpaces traditional avenues of research.

Q2 When you were considering insurance options, what sources of information did you seek out to help with your decision?Base N=250

Sources Used – Above the 26% Average Usage Score

Stimulus

ZMOT

FMOT

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Shoppers rely on ZMOT sources for insurance

Q2 When you were considering [INSERT], what sources of information did you seek out to help with your decision?Base N=250Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Google Confidential and Proprietary

Google Confidential

consumers love mobile

there are now more mobile devices than people in the US

Google Confidential and Proprietary

Google Confidential

smartphone usage is now mainstream

by the end of 2011, 50% of Americans will have a smart phone

Google Confidential and Proprietary

Google Confidential

1MM iPads sold in 28 days

tablets are the fastest growing consumer device in history

Google Confidential and Proprietary

so what are people doing?

Google Confidential and Proprietary

Google Confidential

we’re connecting...in entirely new ways

Google Confidential and Proprietary

Google Confidential

5x growth in mobile search in the last 2 years

mobile devices have become our “second brain”

Google Confidential and Proprietary

Google Confidential

finance-related searches from mobile expected to grow

20.3%

14.7%

9.5%

Google Confidential and Proprietary

Google Confidential

financial consumers increasingly rely on mobile

33M

Source: comScore "The State of the U.S. Mobile Financial Services Industry," October 2011

use mobile to access banking info

18M use mobile to access credit card info

7M use mobile to access insurance info

10M use mobile to access brokerage info

Google Confidential and Proprietary

Google Confidential

invest in a mobile site

79%of large online advertisers do not have a mobile optimized landing page

www.howtogomo.com

Thank You