Google launches Consumer Barometer 2014 to help marketers understand internet use


Google has launched the Consumer Barometer 2014, a free tool for planners looking to understand and compare how people use the internet around the world. Now in its fourth year, it is claimed to be the best of its kind in terms of size and scale, the depth of questions covered, enabling users to compare digital mobile, video and shopping habits across 46 countries.

Google said it created the Consumer Barometer to provide marketers with the latest consumer insights to support planning in a fast changing digital landscape. Anyone can use the free tool to create and download customised data and market-specific information. These can help users discover anything from: how often people go online, to how many connected devices they may have, how people research and purchase online, the influence of online video on their shopping habits or the differences between generations and their online behaviour.

Vertical sectors currently profiled within the Barometer include: clothing and footwear, home appliances, flights, hotels, cosmetics and groceries. New vertical sectors will be added on an ongoing basis as Google extends the insights.

Peter Cory, agency sales director at Google, said: “People now use digital media for a huge array of purposes but it isn’t always easy to tell what channels and activities are the most effective, particularly if you’re dealing with multiple markets and products. Our latest Consumer Barometer captures a vast array of new consumer research and enables anyone to easily explore how consumers are behaving in this brave new digital world.”

Welcoming the latest consumer insights from Consumer Barometer 2014, Chris Binns, managing partner and joint head of planning at Mediacom, said: “Being able to unpick the relationship between consumers’ online and offline behaviour and compare insights across different countries and categories is becoming increasingly important to planners. The new Google Consumer Barometer offers vast sample sizes and complete data sets for a huge range of markets – a level of detail I’ve never seen before. The fact this is all available for free in a simple-to-use format means it will certainly play a valuable role in Mediacom’s planning going forward.”