What is and how to use Google’s Consumer Barometer

The first rule of marketing is to know the audience, a rule that continues to be important over the years, and more so now that marketing must have a level never before imagined and in which consumers know more about what it is. what they want, when and the experience they expect. A great tool to know the current state of Internet use in Spain and the rest of the world is Google’s Consumer Barometer and today we will show you

What you’ll find in Google’s Consumer Barometer

The Google Consumer Barometer tool shows online behavior of users: where they connect from, what devices they use, what are their motivations to connect to the internet, what are they looking for… among many other useful data.

The Google Consumer Barometer conducts an annual study which includes detailed questions about the digital habits of users around the world. During his the survey was conducted to 79,000 people in 63 countries and thanks to this great coverage, global trends can be identified while being able to detect regional diversity.

As for the data it presents, it can be divided into two relevant sections:

Google analyze the results of internet usage data and share this section includes graphs with which it is possible to interpret the data quickly. You can access the Curated Insights of 54 countries with which you can know specific data by region or globally.

An example of these results of the Consumer Barometer is the following graph that allows us to know that 89% of them use the internet as their primary source of informationwhile 67% say they use it as a means of entertainment, and 57% prefer to use digital media than traditional ones for their daily tasks.

Curated Insights has other sections like Smart Shopper that shows how you can reach your customers at the exact moment of decision making, for example this data on In what part of the purchase process do consumers in Spain use a Smartphone:

The majority of them seek advice about their purchase via mobile (36%), while others compare shopping options (31%), look for inspiration and discover new products (29%) and finally prepare for immediate offline purchases (for example by searching physical stores on Google).

In this section you will find what is the local consumer looking for, with which you can guarantee that the correct information is in your eCommerce:

And also what are consumers looking for when buying products from Spain abroad. As you can see in this graph, the majority look for offers:

In this section, the Consumer Barometer groups all the information regarding the use of the internet and how it has progressed over time both nationally and internationally. In this other graph, Google shows us that while in 2012 53% of Spaniards connected to the internet daily, by 2017 this percentage reached 78%.

We can notice faster evolution in which in 2012 reached 44% of Internet users, while by 2017 87% of them already browse from their Smartphone.

If you want to obtain more information about how Internet users interact and the motivations behind each click, you can use Google Consumer Barometer and know each of the insights about their usage habits.

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