Google research on TV / Tablet relationship

1. The Role of Video
in the Tablet "
Purchase Process"
"
Google/Compete, U.S."
Dec 2011

2. EXECUTIVE SUMMARY
Video’s Role in the Consumer Journey
Video is effective throughout the consumer journey by
introducing new products, functioning as an effective
research tool, and spurring shoppers to make in-store and
online purchases.
Insights and Recommendations
• Use video to empower consumers and drive sales.
• Discoverability is key; distribute videos wherever
consumers watch video and research/shop.
• Run best screen available campaigns to reach
consumers on all devices and increase impact.
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 2

3. METHODOLOGY
Goal is to better understand how consumers use video to
research and buy tech products (TVs, Smartphones, tablets)
Using Compete’s panel of 2MM U.S. consumers, Compete
measured consumer behavior within the industry
Compete conducted an online survey using panelists who
researched or shopped for tech products online within the past 6
months.
• Surveys were fielded between Sept. 6th to Oct. 13th
• 1186 respondents who qualified for the survey after
indicating they had both a) shopped / purchased a
tablet/TV/smartphone and b) watched some form of
online video in the past 6 months
Compete observed clickstream behavior from its panel
• Tablet videos are defined as product videos watched on
youtube.com, retailer sites, oem sites
• Analyzed tablets
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 3

4. Videoʼs role in the
consumer journey

5. 53% of tablet
shoppers used
videos while
researching and
shopping, of which Video is
effective
82% watch for more throughout
than 10 minutes. the
consumer
journey.
Compete Survey: V4 - Thinking about the <Product> you recently researched or
shopped for, approximately how much time did you spend, overall, watching videos
online about <Product>.? Please select one answer only. (n=512)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 5

6. THE CONSUMER JOURNEY
Tablet product feature
Active videos and reviews help
Evaluation consumers narrow
choices.
Initial
Consideration L O YA LT Y Purchase
Video helps
consumers learn Video drives
about tablet products tablet
purchase
activities.
Post-Purchase
Experience Most consumers
will use tablet
videos again
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 6

7. DEVICE DEMOCRACY
Tablet shoppers conduct research on three screens,
generally opting for the best screen available.
Devices used to watch tablet product Locations shoppers use mobile to
videos research tech products
86% 64%
while at home 55%
while at work 40%
47%
while in a restaurant, coffee shop, 50%
etc 33%
31% while shopping in a retail store 43%
24% 32%
while traveling out of town 16%
22%
during my commute to/from work 5%
15%
tablet mobile phone computer
tablet (n=74) mobile phone (n=154)
Compete Survey: M1 - Which of the following devices did you use to Compete Survey: M3 - From which of the following locations did you use your
watch videos about <Product> while researching and shopping for mobile phone / tablet while researching or shopping for <Product>? Please
<Product>? Please select all that apply. (n=512) select all that apply.(n=74-154)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 7

8. INITIAL CONSIDERATION
Video introduces tablet products to shoppers with
over 79% of tablet buyers visiting YouTube in the
two months leading up to purchase.
After viewing tablet product
videos…
• 71% became interested in
specific tablet models
• 56% were introduced to tablet
brands not previously
considered
• 36% heard about the tablet
product for the first time
Compete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>.
Please select only one response for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 8

9. ACTIVE EVALUATION
Video helps tablet buyers determine
which products to buy.
After viewing tablet videos…
• 80% learned more about
specific tablets
• 68% narrowed down options of
tablets
• 54% talked to family, friends,
or colleagues about tablets
Compete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>.
Please select only one response for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option V9 - As a result of watching
videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 9

10. ACTIVE EVALUATION
After viewing technology product videos on mobile
devices, shoppers are using mobile to research
further, making mobile a critical tool in evaluation.
After viewing tech product
videos online…
• 60% researched or
shopped on mobile while
not in-store
• 51% looked for
promotions or coupons on
mobile
Compete Survey: V12 - Specifically, which of the following did you do on your
mobile phone as a result of watching <Product> videos online? Please select
all that apply. (n=86)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 10

11. MOMENT OF PURCHASE
Tablet product shoppers take action
toward purchase after viewing videos
visited a website that sells
tablets 57%
visited a store that sells tablets 44%
visited a manufacturer's website 35%
searched a store's inventory or
availability of a specific tablet 33%
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that
apply. (n=205) V10 – Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please
select all that apply. (n=282)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 11

12. MOMENT OF PURCHASE
Mobile is a key tool in driving the purchase
process and technology product shoppers
turn to mobile after viewing videos
After viewing technology
product videos online…
• 72% looked up a store’s
location on their mobile phone
• 57% researched and shopped
on mobile while in a retail
store
Compete Survey: V12 - Specifically, which of the following did you do on your
mobile phone as a result of watching <Product> videos online? Please select
all that apply. (n=86)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 12

13. POST-PURCHASE EXPERIENCE
80% of tablet
shoppers are
Video likely to watch
can le s videos again the
consuad
back mers
f
next time they
their n or are shopping
purch ext
ase. for tablets
Compete Survey: V15 - Using the scale below, how likely would you be to watch videos about Product> online the next time you are shopping for a
<Product>?(n=512)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 13

14. KEY TAKEAWAYS
Video heightens every stage of the consumer
journey
Initial Consideration: Video helps consumers learn
about tablets
Active Evaluation: Tablet product feature videos
and reviews help consumers narrow choices.
Purchase: Video drives tablet product purchase
activities.
Loyalty & Post Purchase: Most consumers will use
tablet product videos again
14

15. Insights and
Recommendations

16. RECOMMENDATIONS
Empower consumers and drive more
1 sales
Make videos discoverable where
2 consumers watch video
Implement best screen available
3 strategy
16

17. EMPOWER CONSUMERS AND DRIVE MORE SALES
72% of viewers said tablet videos were useful in
the purchase process and 44% visited a store as
a result of watching.
Types of product videos being watched by tablet shoppers
% of viewers Initial Active
Types of Videos watched Purchase Loyalty
watching Consideration Evaluation
32% TV Ads through streaming video
24% Online advertisements
63% Professional reviews
Consumer Reviews/
52%
Testimonials
62% Product feature videos
37% Consumer Generated videos
2% Repair footage
Compete Survey: V6 - Which of the following types of videos about <Product> did you watch online while researching or shopping for
<Product>? Please select all that apply. (n=512)
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select
all that apply. (n=205) 17
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011.

18. EMPOWER CONSUMERS AND DRIVE MORE SALES
Video is being under-utilized by brands.
They should build video content to improve
the customer experience.
Many Tablet shoppers could
not find what they needed…
• 8% couldn’t find information
product dimensions Only 59% found
• 7% couldn’t find pricing
information
everything
• 7% couldn’t find professional they were
reviews
• 7% couldn’t find customer
looking for.
testimonials
• 6% couldn’t find information
about applications and
content loaded on the tablet
Compete Survey: V8 - What type of
information, if any, were you unable to find
while researching video(s) online about
<Product>? Please select all that apply.
(n=512)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011.

19. MAKE VIDEOS DISCOVERABLE
Tablet videos lack discoverability: 31% of tablet product shoppers
aren’t aware that tablet product videos exist online, but would
watch if they come across them in the research process.
websites used by tablet buyers
to watch product videos
manufacturer websites 72%
professional online review websites 53%
youtube.com 48%
retailer websites 47%
social networking websites 39%
shopping comparison websites 27%
other video sharing websites 12%
newspaper or magazine websites 7%
Compete Survey: S7 Why is it that you did not view a video about <Product> while researching or shopping for <Product > in the past 6 months?
Compete Survey: V1 - Which of the following types of websites did you visit to watch videos about <Product> while researching or shopping for <Product>?
Please select all that apply. (n=112-155)
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 19

20. MAKE VIDEOS DISCOVERABLE
Increase reach and discoverability by seeding product videos
where consumers are already watching. 79% of tablet buyers
visit YouTube in the two months leading up to purchase.
% of tablet product video viewers
who view YouTube non-endemic content…
32%
26%
24%
15% 14%
12% 11%
9% 9% 9% 8%
8%
6%
4% 4%
Reach your audience where they consume content
Compete Clickstream Data
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 20

21. IMPLEMENT BEST SCREEN AVAILABLE STRATEGY
Tablet shoppers use a variety of devices and online
activities to research tablets. Brands will be most
effective by leveraging all of these opportunities.
Consumers opt for the best screen available
• 17% of shoppers turn to mobile devices to
research after viewing videos.
• 30% of technology product video viewers are
watching on mobile phones or tablets.
• 11% of Tablet video viewers are conducting Tablet
category searches on Google within a week of
viewing video
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011.
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following
actions did you perform, if any? Please select all that apply. (n=512)
Compete Survey: M1 - Which of the following devices did you use to watch videos about <Product>
while researching and shopping for <Product>? Please select all that apply. (n=512)
Compete Clickstream data
21

22. I M P L E M E N T B E S T S C R E E N AVA I L A B L E S T R AT E G Y
In multiple case studies of mobile and desktop
campaigns, advertisers have seen better results
when integrating across all screens
+48% recall
+4 reach pts
2x frequency
source: Nielsen Multi-Screen Lab Study, Sept ‘11; Google Incremental Reach
Preliminary Results from 6 US studies for total YT/GDN campaigns.
22

23. EXECUTIVE SUMMARY
Video’s Role in the Consumer Journey
Video is effective throughout the consumer journey by
introducing new products, functioning as an effective
research tool, and spurring shoppers to make in-store and
online purchases.
Insights and Recommendations
• Use video to empower consumers and drive sales.
• Discoverability is key; distribute videos wherever
consumers watch video and research/shop.
• Run best screen available campaigns to reach
consumers on all devices and increase impact.
Source: The Role of Video in the Tablet Purchase Process Study, Google/Compete, US, Dec 2011. 23