There's no doubt that the habits of consumers are changing with the times. To better understand how the downturn in the economy is affecting buyer behavior, Google recently surveyed 8,675 U.S. consumers about their current buying patterns. We'd like to share some of the key insights and a few ideas on how you and your clients can take advantage of these trends.
- Consumers are researching and buying more online. Since the economic downturn, 54% spend more time researching products online before buying them in a store, and 39% simply buy more products online (rather than in-store). Marketers and webmasters can seize this trend by making detailed product information accessible on websites. And of course, it's more important than ever that online ads lead to landing pages with sufficient product detail and a clear path to purchase. Web analytics tools such as Google Analytics and Website Optimizer can help guide decisions.
- Consumers are turning to search. 29% of respondents said search engine results or ads were their main source of information during the economic downturn. Websites were second (22%) and recommendations third (11%). 53% said they now use search engines more often to research their purchases. These patterns create opportunity for search engine marketers, who may want to expand their keyword buys to include "research" and "consideration" terms.
- Deals matter more than ever. 53% of consumers told us they now spend more time online searching for the latest promotions and discounts, while 46% spend more time searching for coupons. Marketers can benefit by adding more promotional language, even specific coupons, to their search ads. You may also want to set up printable coupons for your clients, which users can then find in your clients' local business listings.
For more ideas about ways to meet your audience and maximize your investment in the downturn, visit our
Do More With Less site.
Posted by Daniel Zweifach, Product Marketing Manager
