Google has released the findings of its Consumer Barometer for 2014, and it shows that Ireland is a nation of very savvy online consumers. Compared to other countries the Irish consumer has an average of 3.1 connected devices, placing us on a par with the UK. Consumers are multi-taskers with Ireland placed sixth out of the countries surveyed for multi-screening, where people watch TV while using one or more other connected devices.
Google’s barometer provides marketers with digital consumer insights to help plan. Anyone can use the free tool to create and download customised data and markets information. These can help users discover everything from: how often people go online, to how many connected devices they may have, how people research and buy online, how people are watching online videos or the differences between generations and their online behaviour.
Comparing the activities of over 150,000 people surveyed by TNS across different markets, the data explores how often people go online, on what devices and whether they research products online ahead of buying online or in-store. Vertical sectors profiled in the barometer include clothing and footwear, home appliances, leisure flights, hotels for leisure, groceries, mobile phones, make up, car insurance, televisions and cinema tickets.
Google’s head of sales Cera Ward (pictured) says while Irish consumers embrace online, many businesses are still playing catch up. People use digital media for a lot of different reasons. It helps businesses to work out where to focus their attention. The rise of mobile access to the internet continues with the consumer barometer showing that in Ireland 23 per cent of Irish people researching a recent purchase online used a smartphone.
Some 21 per cent of Irish people researched online only before making their last purchase, while the European average is 18 per cent. Ward said the research shows that the Irish online consumer is unforgiving. If issues are encountered while accessing websites on a smartphone, one in four consumers will find another site that works better rather than trying another device. Other insights can be found at www.consumerbarometer.com