Mobile Computing Shopper
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This document analyzes Google search data and online behavior of consumers shopping for laptops, netbooks, eReaders and tablets. It finds that new portable computing devices have fueled interest in the category, with tablets seeing a 1,328% increase in unique visitors year-over-year. While many shoppers are undecided on what device to purchase, eReader shoppers tend to be more decisive than those considering other options. The document also examines how shoppers research options like using search engines, retailer sites, reviews and social media, with most spending around a month researching before purchasing.
Mobile Computing Shopper
- 1. Google Confidential and Proprietary 1 Google Confidential and Proprietary Portable PC Study How Consumers Shop for Laptops, Netbooks, eReaders and Tablets
- 2. Google Confidential and Proprietary 2 Objectives Understand the consumer buying process for laptops, netbooks, tablets and eReaders.
- 3. Google Confidential and Proprietary 3 Google Confidential and Proprietary What is the Impact of New Devices?
- 4. Google Confidential and Proprietary 4 iPad erodes eReader sales iPad erodes eReader sales It’s a multi-PC world Will Tablets replace Laptops? What is the portable PC of choice? Who will buy Netbooks? iPad challenges Kindle iPad challenges Kindle Will Tablets replace Laptops? Will Tablets replace Laptops? Netbooks Notebooks Is price the deciding factor? …where do consumers stand? With so many new technologies… Netbooks or Notebooks?
- 5. Google Confidential and Proprietary 5 0 200 400 600 800 1,000 1,200 Jan-07 Apr-07 Jul-07 Oct-07 Dec-07 Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Laptop Netbook eReader Tablet New Devices Have Fueled Interest in the Overall PC Category Category Query Growth (indexed) 39% Growth YoY 43% 6% 17% 33% Source: Google Internal Data, January 2007 through September 2010 (includes top 500 brand and generic terms per device)
- 6. Google Confidential and Proprietary 6 There’s a New Kid in Town YoY Growth in Unique Visitors to Each Category -9% Laptop 114%eReader -50% Netbook 1,328% Tablet PC Source: Google/Compete Portable PC Study, October 2010 YoY Growth based on July ‘10
- 7. Google Confidential and Proprietary 7 With New Products Comes Uncertainty There is an opportunity to influence which devices consumers purchase, as a big portion of the market starts out undecided did not know exactly which type of device they would purchase 49% Source: Google/OTX Portable PC Shopper Study, October 2010 Q. Which of the following devices are you considering purchasing?
- 8. Google Confidential and Proprietary 8 Some Shoppers Are More Certain Than Others Cross-shop behavior suggests that consumers view eReaders as having a distinct function, while there is uncertainty around netbooks 66%of netbook shoppers consider another device 29%of tablet shoppers consider another device 20%of laptop shoppers consider another device 12% of eReader shoppers consider another device Source: Google/Compete Portable PC Shopper Study, October 2010 % of product shoppers who also research other devices, same month overlap Jul ‘10
- 9. Google Confidential and Proprietary 9 iPad Defined the Tablet Category for Consumers iPad announcement caused a decline in tablet shoppers considering other devices
- 10. Google Confidential and Proprietary 10 Causing a Decline in Consideration of Other Devices Dec 2009 54% Jan 2010 19% Tablet shoppers considering other devices Source: Google/Compete Portable PC Shopper Study, October 2010 % of tablet shoppers who also research other devices, same month overlap, Dec ‘09 vs. Jan ‘10
- 11. Google Confidential and Proprietary 11 Laptop Shoppers Were Intrigued by the iPad 1% 1% 9% 10% 16% 21% Nov 2009 Jan 2010 Mar 2010 May 2010 Jul 2010 % of Laptop shoppers considering Tablets Cross shop for tablets peaked following iPad’s release… Source: Google/Compete Portable PC Shopper Study, October 2010 % of laptop shoppers who also research tablets, same month overlap, Nov ‘09 vs. Jul ‘10
- 12. Google Confidential and Proprietary 12 But Their Curiosity Around Tablets Has Since Subsided 1% 1% 9% 10% 16% 21% 14% 13% 9% Nov 2009 Jan 2010 Mar 2010 May 2010 Jul 2010 …but has since declined % of Laptop shoppers considering Tablets Source: Google/Compete Portable PC Shopper Study, October 2010 % of laptop shoppers who also research tablets, same month overlap, Nov ‘09 vs. Jul ‘10
- 13. Google Confidential and Proprietary 13 Netbook Shoppers Also Evaluate Laptops and Tablets 63% 13% % of Netbook shoppers cross-shopping Laptops and Tablets Source: Google/Compete Portable PC Shopper Study, October 2010 % of netbook shoppers who also research laptops and tablets, same month overlap, July ‘10
- 14. Google Confidential and Proprietary 14 But Seem to Prefer Function Over Form Netbook Shoppers are 5x more likely to consider a laptop than a tablet Source: Google/Compete Portable PC Shopper Study, October 2010 % of netbook shoppers who also research laptops and tablets, same month overlap, July ‘10
- 15. Google Confidential and Proprietary 15 eReader Shoppers are Decided Despite similarities between tablets and eReaders, cross shop was only 13% at its peak. Source: Google/Compete Portable PC Shopper Study, October 2010 % of eReader shoppers who also research netbooks, laptops and tablets, same month overlap, April ‘10
- 16. Google Confidential and Proprietary 16 Google Confidential and Proprietary How Do Portable PC Buyers Shop?
- 17. Google Confidential and Proprietary 17 Shoppers Spend 1 Month Researching on Average 33% 43%9% 18% 22% 25% 14% 8% 0% 5% 10% 15% 20% 25% 30% 4 - 6 months 1 - 3 months 3 - 4 weeks 1 - 2 weeks A few days Same Day 22% Within a week 69% Within a month Source: Google/OTX Portable PC Shopper Study, October 2010 Q. Approximately how long prior to your <device> will you start looking for information about it, if at all? (Select one).
- 18. Google Confidential and Proprietary 18 Internet 85% The Internet is the Preferred Source for Information Word of Mouth 55% In-Store Displays 52% TV 28% Newspapers 19% of shoppers will use the internet to research their purchase Sales Associates 36% Source: Google/OTX Portable PC Shopper Study, October 2010 Q: Based on your past experience shopping for electronics, which of the following sources of information do you plan to use when shopping for a <device>? (Select all that apply). Q: Which source do you anticipate turning to first when shopping for a <device>? (Select one).
- 19. Google Confidential and Proprietary 19 Online Influences Over 2/3 of Device Purchases Purchase Process 64% 39% 35% 31% 24% 27% 31% 37% 10% 29% 30% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% eReader Netbook Laptop Tablet Shopped, Bought Online Shopped Online, Bought In-store Shopped In-store, Bought In-store Online influenced 89% 66% 65% 67% Source: Traqline Q3 2010
- 20. Google Confidential and Proprietary 20 65% Store or retailer sites 61% Search engine sites 53% Brand or manufacturer sites 49% Review sites 44% Price comparison sites 18% Social networking sitesOnline Sources of Information Source: Google/OTX Portable PC Shopper Study, October 2010 Q. Which of the following online sources do you plan to use when shopping for a <device>? Retailer Sites and Search are Most Frequented Among Online Sources
- 21. Google Confidential and Proprietary 21 Search Drives Qualified Leads Search drove most number of visits to product detail pages across all product categories 24% 24% 31% 12% Source: Google/Compete Portable PC Shopper Study, October 2010, share of EOI Driven Referrals from Search, July 2010
- 22. Google Confidential and Proprietary 22 Portable PC Shoppers Are Heavy Searchers 1Portable PC buyers do an average of searches during their shopping process 4 Source: Google/Compete Portable PC Shopper Study, October 2010 Average number of searches conducted by portable PC shoppers who added a product to cart
- 23. Google Confidential and Proprietary 23 Over Half of Shoppers Perform More Than 5 Searches 10+ 5 – 9 3 – 4 2 1 Number of Queries 58% of shoppers perform more than 5 searches
- 24. Google Confidential and Proprietary 24 As Queries Increase, So Do Conversion Rates 17% 1 2 3–4 5–9 10+ 14% 16% 18% 22% Conversion Rates* by Number of Search Queries Shoppers who conducted 10+ search queries converted at a rate of 22% Source: Google/Compete Portable PC Shopper Study, October 2010 Conversion rates by number of search queries (Portable PC Shoppers, July ’09 through July ‘10)
- 25. Google Confidential and Proprietary 25 Heavy Searchers Used Both Brand & Non-Brand The more a consumer searched, the more they utilized both branded and non-branded terms Branded Versus Non-Branded Search, by Number of Queries NumberofQueries 10+ 5–9 3–4 2 1 Branded Only Non-Branded Only Both 18% 82% 43% 1% 56% 33% 18% 22% 62% 75% 78% 5% 8% Source: Compete Portable PC Shopper Study, October 2010 Branded versus non-branded search, by number of queries (Laptop Shoppers; July ‘09 through July ’10)
- 26. Google Confidential and Proprietary 26 Google Confidential and Proprietary Customer Profiles
- 27. Google Confidential and Proprietary 27 The Tablet Shopper Skew slightly female (53%) 25-34 56% consider more than one brand Most concerned with appearance/style
- 28. Google Confidential and Proprietary 28 The eReader Shopper Skew male (64%) 45-54 70% consider more than one brand Care about reviews more than any other portable PC shopper. Visit most number of sites (2.10 versus 1.55 for tablet shoppers) 28
- 29. Google Confidential and Proprietary 29 The Laptop Shopper Skew female (58%) 18-34 (50%) 65% considering 3 brands or more 43% want to upgrade
- 30. Google Confidential and Proprietary 30 The Netbook Shopper Skew male (46%) 35-44 Most undecided on brand— 80% considering more than one Of consumers considering both netbooks and tablets, consumers are leaning towards tablet (37% vs. 25%)
- 31. Google Confidential and Proprietary 31 Methodology Google/OTX Portable PC Shopper Study • Google commissioned Ipsos OTX MediaCT, an independent market research company, to conduct research to better understand consumers’ research and shopping behavior with regard to electronics and technology products. • To address these objectives, OTX conducted an online Attitude & Usage survey among consumers of technology products. • All qualified respondents were US residents age 18+, have either full or joint decision making power for electronic purchases and intend to purchase at least one of the following in the next 6 months: • Laptop • Netbook • eReader • Tablet • Each respondent was assigned into one of the product categories they qualified for and answered a subset of questions specific to their assigned device. • Interviews were conducted from July 29th - August 10th, 2010 yielding a total sample of 3849 respondents (evenly distributed by device).
- 32. Google Confidential and Proprietary 32 Methodology Google/Compete Portable PC Shopper Study • Compete analyzed clickstream data from its community of 2 million US internet users • Compete identified all sessions on selected industry sites from July 2009 through July 2010 in which consumers shopped for a Portable PC (Laptops, Netbooks, Tablets, eReaders) • Compete then analyzed the clickstream behavior of each research session to understand the following: – What products are consumers researching and deciding among? – Where do consumers research before they make a purchase? – What does the research and searching process look like? – What are the demographics of consumers researching these product categories? • Numbers and statistics provided by Compete may not match typical local web analytics numbers – Traditional web analytics are based on cookies and can therefore result in double counting • Sites used in the analysis, such as manufacturers included in each category, can be found in the appendix • Search referred visits include those visits referred from: AOL, Ask, Bing, Google, Live, Yahoo
- 33. Google Confidential and Proprietary 33 Google Confidential and Proprietary Appendix
- 34. Google Confidential and Proprietary 34 3 4 Appendix: Sites Included in Computer Category Laptop Category Acer Apple Archos Asus Dell Fujitsu HP Lenovo Panasonic Samsung Sony Toshiba Netbook Category Acer Archos Asus Dell Fujitsu HP Lenovo Samsung Sony Toshiba Tablet Category Apple Archos Asus Camangi Cisco Dell ExoPC Fujitsu HP Lenovo Mobile Demand Open Peak Panasonic Sony Tablet Kiosk Toshiba Villiv eReader Category Aluratek Amazon Bebook Barnes & Noble Bookeen Cool Readers Ectaco Entourage Edge Hanvon Irex Kobo Onyx Pandigital Pocketbook Samsung Sony Spring Designs
- 35. Google Confidential and Proprietary 35 3 5 Appendix: Sites Included in Computer Referrals Retailers Amazon Best Buy Circuit City Comp USA Costco CDW eBay Frys Newegg Office Depot Office Max Radio Shack Sam’s Club Staples Target Tiger Direct Walmart Review cNet BusinessWeek Buzzillions Consumer Reports Consumer Search Digital Trends Engagdget Epinions Gizmodo Laptop Logic Laptop Mag Microsoft PC Scout Notebook Check Notebook Review PC Mag PC World Test Freaks Gadget Mix Netbook Reviews Table PC Review Ebook reader review Price Comparison Bizrate Calibex Deal News My Simon Nextag Price Seekers Price Grabber Price Scan Price Spider Price Watch Retrevo Shopper Shopping Yahoo Shopping Shopzilla Shop Compare Social Media – same as TV Referrals Search – same as TV Referrals