megatrends im internet - tmc · quelle: eemarketer, november 2010 “for many purchases, shoppers...
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Google Confidential and Proprietary
Marianne Bähr Industry Analyst 2011
Megatrends im Internet Qualitäten der Medien/Perspektiven & Chancen 19. Mai 2011
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Google Confidential and Proprietary
Kaiser Wilhelm
2
Hoch zu Ross
"Ich glaube an das Pferd. Das Automobil ist eine
vorübergehende Erscheinung."
Kaiser Wilhelm II
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Die Welt hat sich verändert...
mehr als 2.000.000.000 Menschen mit Internetzugang weltweit (65% aller Europäer)
mehr als
100.000.000 Smartphones wurden im Q4 2010 verkauft: mehr als PCs!
ca. 400.000 Android-Activierungen/Tag (Mai 2011)0
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4
97%-
14-29 Jahre
95% 30-39 Jahre
89% 40-49 Jahre
Quelle: INTEGRAL, AIM, rep. Österr. ab 14 Jahren, Oktober bis Dezember 2010, n=3000 pro Quartal
... und das Internet ist längst ein Medium für alle Altersgruppen
80% 50-59 Jahre
64% 60+
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Wohin führt die Reise?
Personal
Local
Mobile
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Local
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The Web is Local
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Google Confidential and Proprietary
Die Macht des Hier – Location Based Services
8
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Google Confidential and Proprietary 9
Mobile Konsumenten suchen nach lokaler Information
Öffnungs-Zeiten eines
lokalen Geschäfts
finden
Anfahrts-Beschreibung
bekommen
Browsen was in meiner Nähe ist
Ein Geschäft auf der Karte
finden
Suche in der Nähe meines Standorts
1 von 3 mobilen Suchen* haben lokalen Bezug
Ein lokales Geschäft anrufen
Source: Kelsey Group
*vs. 1 von 5 Desktop-Suchen
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Das Handy bringt die Kunden in die Geschäfte
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Lokale Suchen bieten auch eine Brücke zum Offline-Abschluss
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12 Google Confidential
Data source: WebVisible and Nielsen’s joint study, January 13, 2009 . comScore, “Wave 3: Local Search Usage Study.” TMP Directional Marketing and
Ca. 4 von 10 Local-Business-Suchanfragen führen zu einem Besuch im Geschäft
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Google Confidential and Proprietary
ONLINE
OFFLINE
Der No-Line Effekt
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14 ROPO
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Aufmerksamkeit
Interesse
Produktvergleich
Kaufentscheidung
Print Katalog Flyer TV Radio Video Search Blogs Mobile Online
Ads
Rich
Media
Offline Online
Präsenz in jeder Phase des Kaufprozesses:
online und offline
Kunden wechseln bei jeder Kaufentscheidung zwischen online und offline
Kaufprozess
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Mobile
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Google Confidential and Proprietary 17
Österreich liegt bei der Smartphone-Penetration weit vorne
Raiffeisen: YoY November 09 – November 10 +33%
34.1%
31.9%
28.5%
20.3%
18.3%
22.8%
32.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Italy Spain UK Germany France USA Austria
Quellen: GfK Austria/A1, 2010; comScore MobiLens survey, July 2010; Nokia Siemens Networks, 2010, via monitor.co.at
113%
Austria (2015)
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Google Confidential and Proprietary 18
Quellen: * Google internal data, ** Accenutre Mobile Web, 2010, ***Comscore “Connecting to the Mobile Marketing Revolution” Report, 2009,
50% der Smartphone Nutzer starten mit einer
Suche***
Mobiles Internet: Keyfacts
18
+500% Anstieg der mobilen Suchen
seit 2008*
91% der iPhone Nutzer
surfen**
Mehr als 300.000 neue Androidnutzer pro Tag
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Google Confidential and Proprietary
0%
2000%
4000%
6000%
8000%
10000%
12000%
1
5
9
13
17
21
25
29
33
37
41
45
49
53
57
61
65
69
73
77
81
85
89
93
97
101
105
109
113
117
121
125
129
133
137
141
145
149
153
157
Quelle: interne Daten, basieren aud den Top 1000 Suchanfragen auf Google.at, April 2011
+2250% von 2008 auf 2010
Mobile Suchanfragen auf Google.at
19
2008 2009 2010
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Google Confidential and Proprietary
Lunchbreak
TV news
Browse in bedroom
Morning commute
4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 24:00 2:00 4:00
Desktop Traffic
Mobile Traffic
Beispiel aus Japan:
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Google Confidential and Proprietary
Während der Aschewolke-Krise waren Reisende auf mobile Endgeräte angewisen
21
0
2
4
6
8
10
12
Week of 29/3 Week of 5/4 Week of 12/4
Google Queries
Mobile Queries
Mobile activity during the week of the ash increased 45% faster than non-mobile searches as users sought updated travel information.
Source: Google internal data for a sample of ash and flight related queries
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>3Mrd. Apps in weniger als 18 Monaten
Source: http://www.apple.com/pr/library/2010/01/05appstore.html, 2010
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Google Confidential and Proprietary
40% informieren sich via Handy im Geschäft
Quelle: checkboxx.com, Februar 2011
16%
15%
10% 59%
Anteil der Konsumenten, die schon einmal im Geschäft Informationen aus dem Internet am Mobiltelefon gesucht haben, um eine Kaufentscheidung zu treffen
32%
26%
12%
20%
10% nein, kann mir das aber vorstellen
nein, weil mir das zu umständlich ist
nein, weil mir das zu unpersönlich ist
nein, weil mir das zu lange dauert
nein, aus anderen Gründen
ja, regelmäßig
ja, manchmal
ja, selten
nein
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Google Confidential and Proprietary
Das Handy bringt das Internet in die Geschäfte
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Google Confidential and Proprietary
Das digitale "Schweizer Taschenmesser" ist immer dabei
25
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Google Confidential and Proprietary
Google Goggles
26
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Google Confidential and Proprietary
Sprachsuche überwindet Barrieren (und dolmetscht)
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Personal
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Google Confidential and Proprietary
Konsumenten sagen, was sie denken
über 20% aller Tweets nehmen Bezug auf eine Marke oder ein Produkt
34% aller Blogger posten Marken- oder Produktreviews
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Google Confidential and Proprietary
Konsumenten werden zu Testimonials
Hauls & Reviews
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Google Confidential and Proprietary
...und hören auf Ihre Freunde
!! ""
31
#$%&&%'"%()*+%,%*-"()."/010"23456"
Beeinflussung der Kaufentscheidung von Social Media-Usern durch!
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32
Wisdom of the Crowd: auch Unternehmen hören auf Ihre Kunden
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Google Confidential and Proprietary
Schlechte Bewertungen sind besser als gar keine?
Nutzerbewertungen angebotener Produkte sind bereits ein Fixpunkt auf Retail-Seiten. In den USA planten 80% aller Händler, diese bis zum Ende 2010 auf Ihrer Seite eingebunden zu haben. Dies hängt mit der Erkenntnis zusammen, dass schlechte Bewertungen Verkäufen nicht schadet.
Quelle: eEmarketer, November 2010
“For many purchases, shoppers find the best advice comes not from family and close friends but from strangers who have similar interests or
who embody a lifestyle the shopper aspires to achieve,”
Jeffrey Grau, eMarketer principal analyst
Influence of Online Reviews, Summer 2010 % of US internet users
Read product reviews 92%
- of which, influenced to purchase 46%
- of which, deterred from purchasing 43%
- of which, decisions were unaffected 3%
Soure: ChannelAdvisor, "Through the Eyes of the Consumer: 2010 Consumer Shopping Habits Survey", Aug 31, 2010, eMarketer, November 2010
33
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Google Confidential and Proprietary 34
Konsumenten entscheiden rasch
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Google Confidential and Proprietary
© Google Confidential and Proprietary
Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), 2008
der Nutzer stellen eine Verbindung zwischen der Positionierung einer Marke und deren Wichtigkeit
her
der Nutzer erwarten, dass führende Marken ganz oben auf einer Suchergebnisseite erscheinen 71%
36%
Das Suchergebnis-Ranking wird mit dem Erfolg der Marke assoziiert
Quelle: comScore, US, CPG study 2008
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Google Confidential and Proprietary
Kunden verstehen lernen
36
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Google Confidential and Proprietary 37
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Google Confidential and Proprietary
Wonach suchen die Österreicher eigentlich?
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Google Confidential and Proprietary
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Google Confidential and Proprietary
Sie suchen nach Produkten & Werbebotschaften
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41
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Google Confidential and Proprietary
Was nicht gemessen wird, kann nicht verbessert werden
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The Missing Ingredient
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Google Confidential and Proprietary
46
Vielen Dank