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GOOGLE’S CONSUMER BAROMETER has been running for a few years now, although you would be easily forgiven for knowing nothing about it given the minimal attention it has received.
But since it was given a reboot this week with fresh 2014 data, now is a good time to look at how Irish businesses can exploit the free tool to learn more about their customers.
Google surveyed some 150,000 people in 46 countries to put its barometer into action and the responses have been crunched to provide information about things like peoples’ internet behaviour, or their video-watching habits.
From this we get the probably meaningless, but slightly-interesting insight that Irish people have the sixth-highest rate of “multi-screening” (watching several things at once) out of all the surveyed nations.
But more importantly for businesses, Google also probed how customers made the decisions about what they would buy – and then where they spent their money once their mind was made up.
Ok, get to the point…
Put simply, the tool lets anyone delve into the data any which way they like. Want to know how many brands the typical male, home-appliance buyer considers before making a purchase?
Thought you did, so here’s the answer in a colourful graph:
Google Ireland head of sales Cera Ward said most local businesses were still “playing catch up” with their customers, who were making the most of the internet for their shopping.
But she said the barometer would give them an easy way to look at consumer behaviour and tailor their businesses to what customers were after.
Enough chit-chat, here’s a few lessons that businesses can take away from crunching the survey numbers:
1. Sure you can advertise, but past experience is king
For most Irish people, the first information they got about something they later bought came through their personal experience. In comparison, only 10% said they first heard of the product through advertising. Have a look:
Grocery shoppers and people booking flights for leisure were the most likely to rely on previous experience, while pre-purchase research was the way to go when shopping for expensive goods like home appliances and televisions.
2. If your mobile website doesn’t work, fix it. Fix it now
Nearly two thirds of shoppers said they used the internet to do research before making a purchase, while one third actually bought the item online.
But despite all that time browsing, shoppers were still loyal to bricks and mortar with 43% saying they went into a shop to hand over their cash after doing the legwork on the web.
When smartphone users ran into problems with a business website, however, a quarter of all respondents said they would just switch to a competitor’s page – so get that mobile page working, people.
3. Customer service is not dead
Surprisingly, given that we live in the internet age and all, the survey found only slightly more people used online research than offline tools when making a recent shopping decision.
Some 60% said they did at least some offline research while 19% relied exclusively on that information.
So where are people going to do that offline research? Better work on those sales skills, because 60% (again) of shoppers said they relied on in-store information for their purchase decision.
The vast majority of those who researched products in-store then completed those purchases in-store – compared to a minority who ended up buying online anyway.
Last graph, we promise:
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The majority of the country know this. These policies are for the benefit of the privileged few that FFG govern for.
A mandate is needed for these policies being pursued. Supply and Confidence is no mandate, by a skewing of democracy to benefit the few.
@Dave Doyle: The majority of people have already saved and borrowed and provided housing for themselves and their families and efforts to “benefit the few” who have not yet done this are just what’s needed.
@Tom Molloy: This has been explained before. The majority of homeowners bought when it was easier to do so. Rents were a smaller proportion of a salary (due to rent caps actually) and house prices were lower compared to salaries.
@SC: “The majority of homeowners bought when it was easier to do so”
Being indepted to something for 25+ years is anything but easy. Everything is relative to the cost of living.
I know, let’s set up another quango, give it an annual budget do it can attend dinners and conferences. Staff it with the buddies/wives/children of ministers, model it on the quango that was set up two years ago but only help 6 people buy a house, bring in some Yes man government consultant who can produce stats and figures as to why this one is guaranteed to work.
Bingo, welcome to the thought process of almost every minister in dealing with a crisis
FFG are destroying a nation.. They’ll kiss and make up to ensure another 2 years at the trough whilst homeless grows….
We need election which FFG are preventing..
@Willy Mc Caul: God forbid a death of a homeless person with the onset of winter.. The discontent at FFG now is bad. A spark as said could lead to a violence. They can stay at trough, but can’t keep ignoring the people. Demonstrations are growing and inevitably will get bigger with the inaction of these elitist..
@Willy Mc Caul: well the FFG party won’t care if people die. The next time it happens there needs to be proper trouble.
@Willy Mc Caul: do you honestly believe our government goes into power with the intention of “destroying a national” just read and reflect on your comment!
The market has come back again after a recession and like any market prices are down to supply & demand, homelessness is a huge issue usually it’s a result of drugs, alcohol, mental health etc
The government has a 1 billion euro tender out to build affordable homes this issue won’t be resolved until there is more supply .
Massive social unrest is absolutely essential.
@mursim: bit excessive…
@Attilio: No its not ,it should have happened before now.
The tax relief allowed to landlords is on the interest on the debt which is undeniably an ordinary business expense. For a landlord who bought in 2006-2007, rents and property prices both fell off a cliff and have only recently returned to their original level. A Dublin apartment property bought for 325K in 2006 is now worth 290K. Where is the massive increase in property values there? The simple reality is that many landlords were selling up because it was unaffordable for them to stay in business. Several independent studies commissioned by the Government attested to this. This loss of rental supply was driving up rent prices.
The budget is only insane if you think that FG are actually interested in housing poor and low income families. They aren’t and they’re quite happy to let them go homeless. This was a budget for the landlords and bosses because that’s who FG represent. That’s who they are.
Victor Duggan is a socialist who spins for Labour his opinion, and that’s what this article is, biased spin and not in any way an economic evaluation.
That been said it is hard to believe an ‘economist’ can say unequivocally that interest payments should not be deductible as an expense is incredulous. In simple terms it is merely a taxation of one person to the benefit of another. This article offers no thought for the vast majority of landlords, some 70%, who are NOT professional landlords, and in many cases are subsidising, through their earned income, the tax take on their ‘investment’.
52% of profit on rental income will be taken by the government and rightly so if its profitable additional earned income. Meanwhile vulture funds were allowed enter the market as charities and pay 1 or 2% effective tax if any and the so called ‘professional’ landlord will be a corporation and at best pays 12.5%.
The vast majority of the accidental landlords are your friends and neighbours who were forced into letting there properties by bailed out banks to simply stave off repossession. This measure simply allows them offset some of the cost of providing a property for rent. There are horror stories on both sides on the one hand greedy price gouging landlords on the other renters’ entrenched for two or more years without paying a penny all the while protected by a bureaucratic nightmare that is the RTB and poorly styled legislation intended to offer security of tenure.
There are always two sides with rights and wrongs on both but this measure is designed to merely increase supply and quality of the rental stock it enriches nobody it merely realigns the distribution. It is also worth noting the deduction of interest against rents received will in all probability increase the amount of rent taxable at 52% so will end up back in the state coffers to subsidise the huge expenditure on social housing, itself a redistribution of your tax take from you to another.
In economics there is a principle called the opportunity cost (google) in short every penny that goes into providing social housing leaves an equal penny short in health, disability, national debt etc. Society will decide whether this is fair and just but society also needs to understand everyone is entitled to be heard.
@Emmet Doyle:
A nice balanced assessment – well done!
I disagree with the premise that the housing stock will be greatly reduced by acquisition for the purposes of social housing, given the number of houses (~20,000) being built by private contractors. I know folks on here think the word “private” is sinful, but this element of housing supply is also crucial.
Any truth to what Karl Dieter was saying last night about the number of houses which aren’t fully occupied? His numbers suggested that there are 10k beds, in social housing, not being used.
@MK76: saw that as well. 1 person living in a 5 bed council house in dlr. They should be moved to a smaller house and a family moved in but sure you can going using common sense like that
@talkingsense: *cant
Ireland unhoused shall never be at peace.
Tory goverment thats what FG are and FF are not much better..
Good article,
Why has every one forgotten about NAMA? The national building contractor?
Why are they not part of the discussion any more considering they are active property speculators and building contractors??
Dont forget the councils who are also actively involved in thw sale of land for profit, Land that belongs to the state , IE….
You and I.
This is as big a scandal as the promissory note. Its criminal.
The heading of this article should be,addressed to the liberal party’s in Ireland.
These are populist measures aimed at Fine Gaels 28%. Short term measures to please that cohort coming into an election. Long term these measures will make rents rise and the country completely uncompetitive as wages rise to supplement that.
The title of this article perfectly sums up the voting patterns of those who habitually vote FFG
The writer’s deep dive hasn’t quite reached the roots of Ire H crisis.
The no. one issue is obviously dev land availability, where D far > S in or near all centres of growing pop.
Gov appears content to have S fed in like poison; a little at a time!
NAMA, with its massive land banks, seem in no mad rush to go to mkt, presumably not wishing to flog off too much family silver given legacy debt to be recovered from pre crash era.
CGT at 33% doesn’t cut the mustard for the land owner in cashing in those chips. So why sell now if land values are only going one way?
Credit to Gov for attempting to incentivize residential landlords back into mkt/or even stay, with those measures. A no brainer with H supply being the problem.
Something innovative is required to speed up Land availability.
I have hardly read the article with so KBC advertising plastered about . Budget 2019 supported by KBC – LOL
That’s also the definition of practice.
The left parties including the shinners should write to all the vulture funds and the corporate investors and the Banks that prey on the needy like the homeless that they will reverse all the bad laws that are made in the moment for their benefit. Let’s see how many continue with their wanton greed. Roll on the elections and the revolution. Fight on comrades.
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