Nordic survey 2012

Copyright © 2012, iProspect, Inc. All rights reserved.

NORDIC SURVEY2012

Digital Performance on a Global Scale.

Copyright © 2012, iProspect, Inc. All rights reserved. 2

BACKGROUND



BACKGROUNDMethod

• Conducted by iProspect Nordic• 1600 people (400 pr. market) online

questionnaire • Collected May 2012• 15+ with internet access• Collected by Carat Insight

Purpose

For the fifth year in a row we at iProspect have been running a survey with the purpose of increasing the understanding of the Nordic consumers behavior using the search engines.

The Nordic consumer is active on several devices and this report will focus on understanding the behavior on the different platforms

The survey will show how and what the the Nordic consumer is searching for, what products are being bought from the different devices.

Social media has been integrated more in the search engines, the survey shows how we use these in our process of finding information and buying products



THE NORDIC CONSUMER



ALL ADVERTISING LEADS TO SEARCH

Advertising or company logos on a lorry or taxi

Radio commercials

Outdoor advertising such as on busses, posters and signs etc

Banner advertising on the Internet

Advertisements in direct mail

PR or editorial comments in the press

Visiting shops

TV-commercials

Advertisements in newspapers/magazines/papers

Recommendations from friends

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Nordic

Which of the following points have made you go to a search engine to get information about a company, a product or a service?

46% of the consumers in the Nordics get inspired to search by their friends recommendations

42% of the consumers in the Nordics get inspired to search by newspaper and magazine ads

36% of the consumers in the Nordics get inspired to search TV ads



WE ACCESS THE INTERNET FROM MULTIPLE DEVICES

PC (PC/Mac/Desktop) Mobile Phone (iPhone, Android) Tablet (iPad, Galaxy Pad)0%

20%

40%

60%

80%

100%

120%

Nordic

Which of the following devices are you using accessing the Internet?

44% of the consumers access the internet from a Mobile Phone

16% of the consumers access the internet from a Tablet



WE ACCESS THE INTERNET SEVERAL TIMES A DAY FROM ALL OF OUR DEVICES

63% access the internet several times a day from their PC

51% access the internet several times a day from their Mobile Phones

42% access the internet several times a day from their Tablet



SEARCH ENGINES

8



GOOGLE IS STILL THE SEARCH ENGINE IN THE NORDICS

Which of the following Internet search engines do you use primarily?

Google is still the market leader in the Nordics on the search engine market – nobody is even close to be considered a competitor

Eniro and Kvasir are the only search engines that actually show more than a 1% market share

89% 3% 4% 1%

1% 1% 1%(90% in 2011)



WE USE THE SEARCH ENGINES ON ALL DEVICES

69% are using the search engines on their PC

71% are using the search engines on their Tablets

61% are using the search engines on their Mobile Phones



TOP POSITIONS IN THE SEARCH RESULTS ARE IMPORTANT

1-2 results 3-4 results 5-6 results 7-8 results 9 or more Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Nordic

When you have entered a search query in a search engine like Google, how many results do you read before clicking or decide to do a new search query?

50% of the consumers in the Nordics read only up to four results before they decide to do a new search query

74% of the consumers in the Nordics read only up to six results before they decide to do a new search query



WE USE LONGER KEYWORD PHRASES ON OUR PC COMPARED TO OUR MOBILE DEVICES

One word Two words Three words Four words More than four words

Dont know0%5%

10%15%20%25%30%35%40%45%50%

Nordic

When searching in a search engine like Google, how many keywords do you normally use when searching on your PC?

44% of the consumers use two keyword phrases when searching from their PC

21% of the consumers use three keyword phrases when searching from their PC



WE USE THE SHORTEST SEARCH PHRASES ON OUR MOBILE PHONES


Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

Nordic

When searching in a search engine like Google, how many keywords do you normally use when searching on your Mobile Phone?

35% of the consumers use only one keyword phrases when searching from their Mobile Phone

34% of the consumers use only two keyword phrases when searching from their Mobile Phone



WE USE SHORTER SEARCH PHRASES ON OUR TABLETS


Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Nordic

When searching in a search engine like Google, how many keywords do you normally use when searching on your Tablet

18% of the consumers use three keyword phrases when searching from their Tablets

45% of the consumers use two keyword phrases when searching from their Tablets



THE BROWSING EXPERIENCE ON THE SEARCH ENGINES IS GREAT ON ALL DEVICES

86% of the consumers in the Nordics generally finds browsing experience good on their PC

When I am searching in the search engines like Google on my PC/Mobile/Tablet, I generally find the browsing experience good

76% of the consumers in the Nordics generally finds browsing experience good on their Tablet

64% of the consumers in the Nordics generally finds browsing experience good on their Mobile Phone



WE PREFER SITELINKS IN THE SEARCH ENGINES

1 2 Dont know0%

10%

20%

30%

40%

50%

60%

Nordic

If you were searching for “flight to London” in a search engine like Google, which of the following two ads would you click on in a search result?

54% of the consumers in the Nordics prefer search engine ads with sitelinks

1

2



WE ALSO USE THE SEARCH ENGINES TO SEARCH FOR IMAGES

Do you ever search for images in search engines like Google on your PC / Mobile phone / Tablet

78% of the consumers in the Nordics use the search engines to search for images from their PC

61% of the consumers in the Nordics use the search engines to search for images from their Tablets

35% of the consumers in the Nordics use the search engines to search for images from their Mobile Phones



WE DON’T SEE THE DIFFERENCE BETWEEN SPONSORED AND ORGANIC ADS

Yes No Dont know0%5%

10%15%20%25%30%35%40%45%50%

Nordic

Can you tell the difference between sponsored and non sponsored links (organic) results?

46% of the consumers in the Nordics can’t tell the difference between sponsored and organic results in the search engines.

In 2011 29% of the consumers in the Nordics couldn’t tell the difference between sponsored and organic results in the search engines.

It has become harder for the Nordic consumers to tell the difference between sponsored and organic search results



WE CARE LESS ABOUT NOT KNOWING THE DIFFERENCE

Yes No Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Nordic

Do you think it is a problem that you cant tell the difference?

24% of the consumers in the Nordics thinks that it is a problem that they can’t tell the difference between sponsored and organic results in the search engines.

In 2011 46% of the consumers in the Nordics didn’t see that it was a problem that they couldn’t tell the difference between sponsored and organic results in the search engines.



WE FIND THE ORGANIC SEARCH RESULTS MOST USEFUL

Sponsored link results Non-sponsored link results (organic) Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%

Nordic

What search results do you find the most useful?

75% of the consumers in the Nordics finds the organic search results most useful

7% of the consumers in the Nordics finds the sponsored search results most useful(74% in 2011) (7% in 2011)



SOCIAL MEDIA IN SEARCH RESULTS



WE ARE NOT ONBOARD GOOGLE+ YET IN THE NORDICS

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%

Nordic

Do you have a Google+ profile?

16% of the consumers in the Nordics have a Google+ profile

14% of the consumers in the Nordics don’t know if they have a Google+ profile



WE DON’T WANT TO HAVE SEARCH RESULTS BASED ON OUR INTERESTS AND OUR SEARCH HISTORY

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

Nordic

Would you prefer to have search engine results adjusted based on your interests and search history?

Only 19% of the consumers in the Nordics want search engine results based on their interests and search history

54% of the consumers in the Nordics don’t want search engine results based on their interests and search history



WE DON’T NEED FRIENDS & FAMILY’S RECOMMENDATIONS WHEN WE SEARCH

Totally agree Agree Neither agree or disagree

Disagree Totally disagree Dont know0%

5%

10%

15%

20%

25%

30%

35%

Nordic

When using search engines, it would be helpful if I could see recommendations from my family and friends as a part of search results

49% of the consumers in the Nordics disagree or totally disagree that it is helpful to see recommendations from friends and family in the search engine results



WEBSITES ARE STILL NOT MOBILE PHONE FRIENDLY ENOUGH

3% of the consumers in the Nordics generally finds the websites they visit are not well prepared for the screen size of their PC

The websites I visit, on my PC are in general well prepared, considering the screen size of PC

24% of the consumers in the Nordics generally finds the websites they visit are not well prepared for the screen size of their Mobile Phone

10% of the consumers in the Nordics generally finds the websites they visit are not well prepared for the screen size of their Tablets (28% in 2011)



PRODUCT SEARCH AND PURCHASE

26



WE SEARCH FOR HOLIDAY TRAVELS, APPS AND ENTERTAINMENT

During the last six months the most searched for product by the Nordic consumers via their PC are holiday travelsThe Nordic consumer also search for movies, music and games, consumer electronics, books and clothes via their PC

During the last six months the most searched for product by the Nordic consumers via their Tablet are AppsThe Nordic consumer also search for holiday travels, movies, music and games, consumer electronics and clothes via their Tablet

During the last six months the most searched for product by the Nordic consumers via their Mobile Phone are AppsThe Nordic consumer also search for movies, music and games, holiday travels, consumer electronics and cars via their Mobile Phone



WOMEN SEARCH FOR…

During the last six months the most searched for product by women in the Nordics via their PC are holiday travelsThe women in the Nordics also search for clothes, movies, music and games, books and health/beauty products via their PC

During the last six months the most searched for product by women in the Nordics via their Tablets are AppsThe women in the Nordics also search for clothes, holiday travels, movies, music and games and books via their Tablets

During the last six months the most searched for product by women in the Nordics via their Mobile Phone are AppsThe women in the Nordics also search for movies, music and games, clothes, holiday travels and books via their Mobile Phone



MEN SEARCH FOR…

During the last six months the most searched for product by men in the Nordics via their PC are holiday travelsThe men in the Nordics also search for electronics, movies, music and games, cars and computers via their PC

During the last six months the most searched for product by men in the Nordics via their Tablets are AppsThe men in the Nordics also search for holiday travels, electronics, movies, music and games and computers via their Tablets

During the last six months the most searched for product by men in the Nordics via their Mobile Phone are AppsThe men in the Nordics also search for movies, music and games, holiday travels, cars and electronics via their Mobile Phone



WE BUY PRODUCTS ONLINE – ON ALL DEVICES

82% of the consumers in the Nordics have bought a product via their PC

42% of the consumers in the Nordics have bought a product via their Tablet

24% of the consumers in the Nordics have bought a product via their Mobile Phone

44% of the consumers in the Nordics would be more likely buy products that their friends have recommended



WOMEN PURCHASE

During the last six months the most purchased product by women in the Nordics via their PC are clothesThe women in the Nordics also purchase holiday travels, books, movies, music and games, and health/beauty products via their PC

During the last six months the most purchased product by women in the Nordics via their Tablets are AppsThe women in the Nordics also purchase clothes, movies, music and games, books and sportswear via their Tablets

During the last six months the most purchased product by women in the Nordics via their Mobile Phone are AppsThe women in the Nordics also purchase movies, music and games, clothes, holiday travels and books via their Mobile Phone



MEN PURCHASE

During the last six months the most purchased product by men in the Nordics via their PC are holiday travelThe men in the Nordics also purchase movies, music and games, books, electronics and clothes via their PC

During the last six months the most purchased product by men in the Nordics via their Tablets are AppsThe men in the Nordics also purchase books, holiday travel, movies, music and games and electronics via their Tablets

During the last six months the most purchased product by men in the Nordics via their Mobile Phone are AppsThe men in the Nordics also purchase movies, music and games, books, holiday travel, and electronics via their Mobile Phone



WHY DO WE BUY PRODUCTS FROM OUR MOBILE PHONE?67% of the consumers in the Nordics buy products from their mobile phone because it is convenient

60% of the consumers in the Nordics buy products from their mobile phone because it is fast

28% of the consumers in the Nordics buy products from their mobile phone because the opening hours are better

10% of the consumers in the Nordics buy products from their mobile phone because they get greater deals



SEARCH BEHAVIOR IN THE NORDICSTRAVEL, CLOTHES, CONSUMER LOANS, CONSUMER ELECTRONICS, INSURANCES AND DAILY GROCERIES

34



WE DO MANY SEARCHES BEFORE BUYING HOLIDAY TRAVEL

1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more Dont know0%

5%

10%

15%

20%

25%

Nordic

When searching for holiday travel (flight, hotel, etc.) in the search engines, how many searches do you estimate that you do before purchasing holiday travel?

22% of the consumers in the Nordics does eleven or more searches before purchasing a holiday travel

22% of the consumers in the Nordics does three or four searches before purchasing a holiday travel



WE SPEND SEVERAL WEEKS SEARCHING BEFORE BOOKING

1 to 2 days 3 to 4 days One week Two weeks More than two weeks Dont know0%

5%

10%

15%

20%

25%

30%

35%

Nordic

Over how long a period of time do you usually use the search engines to search for a holiday travel (flight, hotel, etc.) before purchasing online or in a physical store?

30% of the consumers in the Nordics use more than two weeks from first searching for a holiday travel to actually purchase the tickets

17% of the consumers in the Nordics use only one to two days from first searching for a holiday travel to purchasing the tickets



WE USE BOTH GENERAL AND BRANDED TERMS WHEN SEARCHING FOR HOLIDAY TRAVEL

I usually use generic terms like ”Flight to London”

I usually use branded terms like (SAS, Apollo or Finnair)

I use both Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Nordic

What kind of terms do you usually use when searching for holiday travel (flight, hotel, etc.) in the search engines?

39% of the consumers in the Nordics usually use both branded and generic terms when searching for a holiday

20% usually only use generic terms when searching for a holiday travel22% usually only use branded terms when searching for a holiday travel



WE DO A FEW SEARCHES BEFORE PURCHASING CLOTHES


5%

10%

15%

20%

25%

30%

35%

40%

Nordic

When searching for clothing/fashion (not sportswear) in the search engines, how many searches do you estimate that you do before purchasing clothing/fashion?

34% of the consumers in the Nordics does three or four searches before purchasing clothes/fashion

17% of the consumers in the Nordics does one or two searches before purchasing clothes/fashion



WE ONLY USE ONE OR TWO DAYS SEARCHING BEFORE WE PURCHASE CLOTHES


5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Nordic

Over how long a period of time do you usually use the search engines to search for a clothing/fashion (not sportswear) before purchasing online or in a physical store?

44% of the consumers in the Nordics use one or two days from first searching for clothes/fashion to actually purchasing

6% of the consumers in the Nordics use more than two weeks from first searching clothes/fashion to actually purchasing



WE USE BOTH GENERAL AND BRANDED TERMS WHEN SEARCHING FOR CLOTHES

I usually use generic terms like dresses or jeans

I usually use branded terms like H&M, Nelly or Ellos


5%

10%

15%

20%

25%

30%

35%

40%

Nordic

What kind of terms do you usually use when searching for clothing/fashion (not sportswear)in the search engines?

38% of the consumers in the Nordics usually use both branded and generic terms when searching for clothes/fashion

13% usually only use generic terms when searching for a holiday travel35% usually only use branded terms when searching for a holiday travel



WE DO A FEW SEARCHES BEFORE SIGNING UP FOR LOANS


5%

10%

15%

20%

25%

Nordic

When searching for consumer loan in the search engines, how many searches do you estimate that you do before purchasing consumer loan online or in a physical store?

21% of the consumers in the Nordics does one or two searches before signing up for consumer loans

14% of the consumers in the Nordics does eleven or more searches before signing up for consumer loans



MOST PEOPLE SPEND MORE THAN TWO WEEKS SEARCHING FOR LOANS BEFORE SIGNING


5%

10%

15%

20%

25%

30%

Nordic

Over how long a period of time do you usually use the search engines to search forconsumer loan before “purchasing” online or in a physical store?

20% of the consumers in the Nordics use one or two days from first searching for consumer loans to actually signing up

27% of the consumers in the Nordics use more than two weeks from first searching for consumer loans to actually signing up



WE USE BOTH GENERAL AND BRANDED TERMS WHEN SEARCHING FOR LOANS

I usually use generic terms like "loan"

I usually use branded terms like "GEMoneyBank" or "Nordea"


5%

10%

15%

20%

25%

30%

35%

Nordic

What kind of terms do you usually use when searching for consumer loan in the search engines?

23% of the consumers in the Nordics usually use both branded and generic terms when searching for consumer loans

23% usually only use generic terms when searching for consumer loans24% usually only use branded terms when searching for consumer loans




5%

10%

15%

20%

25%

30%

Nordics

MOST CONSUMERS DO THREE OR FOUR SEARCHES BEFORE BUYING ELECTRONICS

When searching for Consumer electronics (TV, sets and similar) in the search engines, how many searches do you estimate that you do before purchasing Consumer electronics online or in a physical store?

27% of the consumers in the Nordics does three or four searches before purchasing consumer electronics

13% of the consumers in the Nordics does eleven or more searches before purchasing consumer electronics



MOST PEOPLE SPEND MORE THAN TWO WEEKS SEARCHING FOR ELECTRONICS BEFORE PURCHASING

1 to 2 days 3 to 4 days One week Two weeks More than two weeks

Dont know0%

5%

10%

15%

20%

25%

Nordic

Over how long a period of time do you usually use the search engines to search for consumer electronics (TV, sets and similar) before purchasing?

20% of the consumers in the Nordics use one or two days from first searching for consumer electronics to actually purchasing

23% of the consumers in the Nordics more than two weeks from first searching for consumer electronics to actually purchasing



WE USE BOTH GENERIC AND BRANDED TERMS WHEN SEARCHING FOR ELECTRONICS

I usually use generic terms like "flatscreen TV" or "dvd player"

I usually use branded terms like "Samsung" or "Sony"


5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Nordic

What kind of terms do you usually use when searching for consumer electronics (TV, sets and similar) in the search engines?

44% of the consumers in the Nordics usually use both branded and generic terms when searching for consumer electronics

15% usually only use generic terms when searching for consumer electronics28% usually only use branded terms when searching for consumer electronics



MOST CONSUMERS DO THREE OR FOUR SEARCHES BEFORE BUYING INSURANCES


5%

10%

15%

20%

25%

30%

35%

Nordic

When searching for an insurance in the search engines, how many searches do you estimate that you do before purchasing the insurance online or in a physical store?

32% of the consumers in the Nordics does three or four searches before purchasing an insurance

19% of the consumers in the Nordics does one or two searches before purchasing an insurance



MOST PEOPLE SPEND A FEW DAYS SEARCHING FOR INSURANCES BEFORE PURCHASING


5%

10%

15%

20%

25%

Nordic

Over how long a period of time do you usually use the search engines to search for an insurance before “purchasing”?

23% of the consumers in the Nordics use one or two days from first searching for an insurance to actually purchasing

22% of the consumers in the Nordics use more than two weeks from first searching for an insurance to actually purchasing



WE PRIMARILY USE BRANDED TERMS WHEN SEARCHING FOR INSURANCE

0%10%20%30%40%50%60%

Nordic

What kind of terms do you usually use when searching for insurance in the search engines?

26% of the consumers in the Nordics usually use both branded and generic terms when searching for an insurance

12% usually only use generic terms when searching for an insurance

48% usually only use branded terms when searching for an insurance



MOST CONSUMERS DO FEW SEARCHES BEFORE BUYING GROCERIES


5%

10%

15%

20%

25%

30%

35%

40%

Nordic

When searching for daily groceries in the search engines, how many searches do you estimate that you do before purchasing daily groceries online or in a physical store?

37% of the consumers in the Nordics does one or two searches before buying daily groceries

25% of the consumers in the Nordics does three or four searches before buying daily groceries



MOST PEOPLE SPEND A FEW DAYS SEARCHING FOR GROCERIES BEFORE PURCHASING


10%

20%

30%

40%

50%

60%

70%

Nordic

When searching for daily groceries in the search engines, how many searches do you estimate that you do before purchasing daily groceries online or in a physical store?

64% of the consumers in the Nordics use one or two days from first searching for daily groceries to actually purchasing

7% of the consumers in the Nordics use three or four days from first searching for daily groceries to actually purchasing



WE PRIMARILY USE NON BRANDED TERMS WHEN SEARCHING FOR GROCERIES

I usually use generic terms like "milk", "bread" or "eggs'"

I usually use branded terms like "Netto" or "ICA"

I use both Dont know0%5%

10%15%20%25%30%35%40%45%

Nordic

What kind of terms do you usually use when searching for daily groceries in the search engines?

24% of the consumers in the Nordics usually use both branded and generic terms when searching for daily groceries

15% usually only use generic terms when searching for daily groceries

39% usually only use branded terms when searching for daily groceries



IPROSPECT

iProspect is a leading global digital performance agency. The company helps many of the world’s most successful brands maximize their online marketing ROI through pay-per-click management, search engine optimization, performance display, comparison shopping management, local search, mobile, social media management, research, and other related services. The agency, which is part of Aegis Media, is proud to work with many of the leading brands on a global and local scale. iProspect have globally more than 50 offices in 38 countries, in the Nordics iProspect have 7 offices in the four countries Denmark, Sweden, Norway and Finland.

For the fifth year in a row iProspect is conducting a survey focusing on the Nordic consumer behavior in the search engines. iProspect has a long legacy of research and thought leadership in the digital marketing industry. Findings from iProspect research are regularly used to enhance our service offerings and to educate clients on digital marketing best practices and industry trends. iProspect studies are frequently quoted by speakers at marketing industry events, and by both business and trade press.



CONTACTiProspect DenmarkCopenhagen office: Pilestræde 58, 5. sal, 1112 København K Århus office: Åboulevarden 20, 2.sal, 8000 Århus C www.iprospect.dkLars Møller - [email protected]+45 77 300 935

iProspect SwedenStockholm office: Åsögatan 108, SE-118 29, StockholmGothenburg office: Nordstadstorget 6, SE-401 25, GöteborgMalmö office: Baltzarsgatan 18, SE-203 13, Malmöwww.iprospect.sePatrik Gamryd - [email protected]+46 8 555 404 08

iProspect NorwayOslo office: Pilestredet 8, 0180 Oslo www.iprospect.noMagne Uppman - [email protected]+47 22 82 82 62

iProspect FinlandHelsinki office: Malminkatu 30, 00100 Helsinki www.iprospect.fiKenneth Blomster - [email protected]+358 9 62 202 357

iProspect NordicÅsögatan 108, SE-118 29, StockholmMorten Flamand - [email protected]+46 709 305 888

54

Nordic survey 2012

Documents

global scale

search results

search engine market

tablet digital performance

products digital performance

internet accesscollected

tv ads digital performance

iprospect nordic1600