Research: Buyers Are Looking For You - Help Them


    Google's TNS Infratest commissioned a study for the Consumer Barometer, an online analytical tool . This tool helps you better understand consumer behavior for planning and decision making in a changing digital environment.

    Our agency is engaged in content marketing and in presentations, we often talk about the importance of expert publications on behalf of the company. This is due to the fact that users on the Internet make a "scam" before buying a product. "To hammer" in the search bar the name of the company, brand, product is a reflex of an increasing number of your potential customers. In the West there are more than 60% of such “search engines”. Therefore, we welcome all studies that confirm this fact.

    According to the TNS Infratest report, when searching for information on local commercial establishments of Ukrainian consumers, they are primarily interested in the price level (67%), hours of operation (42%), the availability of a particular product or service in a separate location (40%), and the exact address of the institution ( 33%), recommendations and reviews (32%), contact information (29%).

    As a rule, “hours of work” or, for example, “the exact address” are searched for by people who have already decided to purchase a product or service in a particular store. These are, let’s say, determined buyers who are stuck for a short time in the narrow neck of a sales funnel. Is it possible to intercept them at this stage? It is theoretically possible if, as a result of a search for an address, they, for example, see a contextual ad that will drive them crazy. But this is a theory. In practice, we work with the third of users who are looking for recommendations and reviews.

    32% of Ukrainians are looking for information, possibly about your store, brand, product, service on the Internet. Naturally, if your competitor is in the results area (website, forum, information portal about your topic) before you, and even offers an expert article, shows his concern for a potential client, a high level of understanding of his problems, will a person look for something something else? Hardly, because he had already found everything.

    67% study prices, and 40% look for the availability of a product or service. These are people who may have already found your site and are now studying it. Ideally, if a person saw the right product and immediately bought it. But if you find it difficult - let's help! Make a review, write a blog post, analyze the advantages and disadvantages. Let your product be found not only through a search on the site, but through Google or Yandex. Let your site generate demand, and not only satisfy it.

    According to the study, you should pay attention to video reviews. 34% of the surveyed Internet users watch videos every day, 27% weekly, 12% monthly and only 10% less than once a month.

    Content marketing - a tool that is able to "pick up" the audience. This is perhaps one of the most honest methods when a person does not need to be persuaded by "selling texts" and "NLP approaches." You just share your knowledge, experience, expertise and leave the right to choose. You are chosen because you are an expert in what you sell. Read more about this in the article “Content Marketing in the Online Store”.

    The most popular categories about which Ukrainians look for information on the Internet before buying are: hotel information - in 92% of cases, Ukrainians will look for information about it online before booking a hotel; lending to individuals (92%), public transport of intercity services (90%), airline tickets (87%).


    In 2015, the share of those who shop online in Ukraine reached 36%, which is on par with other countries in Eastern and Central Europe.


    In Poland, their share is 34% of all active Internet users, the Czech Republic - 38%, Lithuania - 42%, Romania - 32%.
    Among other interesting data, it is worth noting the growth trend of Internet users in Ukraine and universal Internet mobileization. So, in 2015, an average of 1.1 devices connected to the Internet per one Ukrainian is 57% more than in 2013. In addition, the level of use of modern mobile devices continues to grow - 10% of people use a tablet, and 28% use a smartphone (for comparison: 7% and 24%, respectively, last year).

    28% of smartphone owners use mobile search at least once a week. 22% are watching online video, and 7% are directly looking for information about certain goods and services.

    During the study, TNS Infratest surveyed more than 150,000 respondents in 56 countries. In Ukraine, the study was conducted from January to March 2015, a sample of 1000 respondents aged 16+ for the Connected Consumer Study (study of the habits of the entire population, online and offline); and from November 2014 to February 2015, the sample size was 3,000 respondents aged 16+ for the Consumer Barometer Survey (a study of Internet user behavior).

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