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Google reveals purchasing habits
Studies targeted consumers in over 50 countries.

By Victoria Jackson

27 October 2014

Google has unveiled the findings of its fourth annual Consumer Barometer that provides insight into how consumers behave online, from their purchasing habits to how many connected devices they own, to the frequency of their internet usage, as well as how much research they do before buying online.

The free analysis tool is based on data from two research sources the core Consumer Barometer questionnaire, which is focused on the adult online population and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results.

Among the key shopping habit findings, Google points out that over one in three respondents made their last clothing or footwear purchase online. The findings also showed that internet users in the UK are most likely in Europe to have researched purchases online, and that on average, 28 per cent of Brits consulted the web regarding their purchases across 10 categories, compared with 18 per cent across Europe.

“People now use digital media for a huge array of purposes, but it isn’t always easy to tell what channels and activities are the most effective, particularly if you’re dealing with multiple markets and products,” says Peter Cory, agency sales director at Google.
“Our latest Consumer Barometer captures a vast array of new consumer research and enables anyone to easily explore how consumers are behaving in this brave new digital world,” he adds.

The Google Consumer Barometer is free to use and has its own dedicated website where users can filter the results by country and download customised data and market-specific information to discover things such as how people research and purchase online, the influence of online video on their shopping habits or the difference between generations and their online behaviour.

 
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