Google recently came out with some interesting consumer insights of 2018 that all business should be aware of for 2019. While there are so many various articles on consumer insights, we will break it down into the ones you need to pay attention to in this year.
Did you know that 84% of Americans are shopping for something at any given time, in up to six different categories. In fact, minutes before I started writing this blog, my favorite pen ran out of ink, and I immediately opened my browser to go to an office supply store and order a new box.
Also consider that in nearly one quarter of those shopping occasions, shoppers say they turn to their smartphone first. And nearly 9 out of 10 shoppers are not absolutely sure of the brand they want to buy when they are first looking for information on their smartphones, marketers who make the research process easier can be big winners.
What does this mean? It means being present and useful to shoppers along every touch point.
Nearby and Now
Customers want not only places but specific things near them and available now. In fact, “Near me” mobile searches that contain the variant “can I buy” or “to buy” have grown over 500% over the last two years. In addition, there has been a 200% growth in mobile searches for “open” + “now” + “near me.”
Things like having your inventory of products listed on your website, along with your hours. And don’t forget your My Business listing on Google complete with your hours.
More Research = Fewer Regrets
It isn’t always about buying things. Search can be used to find good or great experiences as well. People want to curate their experience before they go whether it is a vacation or dinner out.
In fact, the research is part of the process and helps to build anticipation before they leave their house. It also helps to reduce anxiety by working out details like prices, maps, parking, schedules, etc. One person Google spoke to directly said “I wanted to research so I wouldn’t have regrets.”
Shoppers are not letting price stop them. If they item they want is out of their price range, they are willing to look for something very similar but lowered prices. Mobile searches for “that looks like” grew by 60% in the past two years.
Voice Activated Speakers
A hot holiday item this past year was voice-activated speaker devices. In a recent Google survey of over 1,500 people, it was found that parents are power users and Boomers see the devices as “empowering companions” with potential.
For marketers, users who own these devices welcome brands as part of the experience. Users like to receive information on brands and products that are important to them, but also to order and receive those products.
As you head into Q2 of 2019, take these insights into consideration as you plan updates to your products, websites and marketing. Here is to a successful 2019!