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OMD DIVE SEARCH

OMD DIVE SEARCH

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DIVE SEARCH. Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.

DIVE SEARCH. Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.

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OMD DIVE SEARCH

  1. 1. D I V E S E A R C H O M D D I E S E A R C H V
  2. 2. D I V E S E A R C H O M D D I E S E A R C H V Source: CNNIC--The 40th China Statistical Report on Internet Development Used by 81%of internet users 3
  3. 3. D I V E S E A R C H O M D D I E S E A R C H V Source: CNNIC--The 40th China Statistical Report on Internet Development 2nd most used internet application after instant messaging Source: CNNIC--The 40th China Statistical Report on Internet Development4
  4. 4. 25.5 34.5 53.6 70.6 79.0 96.3 0 50 100 150 200 250 300 350 400 2012 2013 2014 2015 2016 2017e AD SPENDING ACROSS ALL DIGITAL CHANNELS (2012-2017E) E-Commerce Search Portal OTV Verticals Classifields Social Network Others Billions RMB’ 25% of digital spend is used on search Billions RMB’ Source: iResearch 2017.05 5
  5. 5. What we currently discuss about search Spends Keywords Bidding They are MACHINE-BASED AND AGGREGATED Dive Search will uncover Consumer search behavior Search advertising influence New search tech adoption This will help us rediscover search from a CONSUMER PERSPECTIVE 6
  6. 6. QUESTIONS How many times do people search per day? What are they searching for? How many pages do they go through? How does search influence their purchase decision? What do they think of search advertising? Do they use voice and image search? WE WANT TO ANSWER 7
  7. 7. PROJECT DESIGN 8 THE TWO STAGES WERE DONE SEQUENTIALLY Based on insights from the tracking phase a deep dive survey looking into search behavior and category context was sent to participants Participants were purchasers and intenders of Automobile / Travel / Skincare categories We placed tracking software to track all search queries on participants’mobiles and laptops/desktops Searches on all platforms were tracked including search engines, social media, video and e-commerce platforms STAGE 1 TRACKING SEARCH BEHAVIOR STAGE 2 CONSUMER FEEDBACK
  8. 8. SCALE OF THE PROJECT Tracking Survey • 150 people across 4 tiers • 2 weeks of cross device monitoring • 13,355 search strings on 34 topics • 165 platforms including traditional search engines, e-Commerce, verticals, and video sites • 750 category users of automobile, travel, and skincare • Tier 1- 4 coverage 9
  9. 9. average number of searches per day 0 5 10 15 20 25 0 100 200 300 400 500 No. of people No. of searches over two weeks Less Search More Search 5 10
  10. 10. Search peaks during working hours and evenings 11 Early morning Commuting-Morning Working AM Lunch Break Working PM Commuting-Off work Dinner/Wind Down Before bedtime Bedtime
  11. 11. 88 49 46 38 18 15 7 70 10 9 6 3 1 1 0 20 40 60 80 100 Baidu 360 Sogou Google Bing Yahoo Shenma Used Most often used % BAIDU dominates amongst search engines 12
  12. 12. 9% 1% 1% 0% 85% 2% 2% SHARE OF SEARCH PLATFORM E-commerce Video sites Life convenience News/Portal Search Engine Social Media Verticals Search happens beyond search engines E-commerce is quickly becoming the second battle field for search 13
  13. 13. D I V E S E A R C H O M D D I E S E A R C H V SEARCH REMAINS A PULL MEDIA
  14. 14. Basic Life Necessities Variety shows/Movies Study/Education Online services Healthcare Career Digital 3C Automobile Shopping Celebrity Sports History/Literature Finance Entertainment Science and technology Game Journalism Travel Clothing and fashion Social websites Food Skin care Other Out of 13,355 search strings, product and service related searches only make up 19% of total search Majority of the searches are about basic life necessities Search is huge, but product related search is only a small subset 15
  15. 15. TRAVEL (212 strings) AUTO (416 strings) SKINCARE (103 strings) Searchers already have brand/product name in mind when they search 16
  16. 16. TRAVEL AUTO SKINCARE 116 96 218 198 61 42 31 27 27 34 7 No. of people No. of search 3.7 3.5 8.1 5.8 4.7 6 Average Searches per person The less they know the more they search 13 17
  17. 17. D I V E S E A R C H O M D D I E S E A R C H V SEARCH IS A MISSION DETERMINANT JOURNEY
  18. 18. 90% of searchers go beyond the first page The first page only 10% 2 pages 47% 3 pages or more 27% All pages 16% Pages read when searching On average, consumers go through 2.49 pages per search 19
  19. 19. 20 Information is found Stop searching Continue searching on the same search engine Continue to search on different search engine or platform What happens when consumers find information they want? 17% 71% 12% Information is not found Stop searching Continue searching on the same search engine Continue to search on different search engine or platform 1% 73% 26% Searchers are hungry for more information
  20. 20. are loyal single search engine usersuse more than one search engine 80% 20% Going beyond one search engine is ingrained behavior 21
  21. 21. 99.2% 8.2 7.91 7.99 8.05 8.08 8.21 8.4 8.42 Sogou Yahoo 360 Bing Google Shenma Baidu Trust Rating 0.8% 1 2 3 4 5 6 7 8 9 10 Using multiple search engines isn’t because of a lack of trust 22
  22. 22. 47%56%70%I don’t want to MISS OUT SOME INFORMATION even if I am satisfied Each search engine meets a DIFFERENT NEED I have The search engines were INSTALLED BY DEFAULT on my device, I didn’t choose 16%I don’t always have a VPN to access my favorite search engine 14%I want to COMPARE, I DON’T RELY on one search engine, I don’t trust 9%I search in different LANGUAGES For most, a single engine doesn’t fulfil their needs 23
  23. 23. Over 80% of other search engine users also use Baidu. The top two search engines for Baidu users are 360 (50%) and Sogou (46%). BAIDU GOOGLE SOGOU YAHOO BING 360 SHENMA BAIDU 100% 88% 87% 85% 88% 89% 83% GOOGLE 38% 100% 42% 65% 56% 42% 68% SOGOU 46% 51% 100% 68% 53% 50% 75% YAHOO 15% 26% 22% 100% 32% 19% 45% BING 18% 26% 21% 38% 100% 24% 60% 360 50% 55% 54% 61% 65% 100% 83% SHENMA 7% 13% 12% 21% 24% 12% 100% BAIDU is highly duplicated with other search engines 24 PRIMARY SEARCH ENGINE SECONDARYSEARCHENGINE
  24. 24. Significantly higher vs. average Significantly lower vs. average Has helpful OPTIONS TO BROADEN OR TIGHTEN a search 56 50 49 59 45 50 49 Has an EASY TO READ INTERFACE 50 51 45 43 45 54 55 Gives me RELEVANT SEARCH RESULTS 68 60 62 62 60 58 61 Is good for SHOPPING 34 33 32 29 28 35 47 Provides VARIOUS SEARCH OPTIONS (E.g. picture or voice) 61 54 44 57 52 36 49 Is good for WORKING/STUDYING 47 35 45 51 40 42 47 Has EMBEDDED SERVICES 35 37 32 36 42 42 49 Doesn’t SPAM WITH ADS 12 16 16 16 27 13 29 Average 45 42 41 44 42 41 48 BAIDU GOOGLESOGOU YAHOOBING360 Different search engines serve different needs 25 SHENMA
  25. 25. D I V E S E A R C H M A R K E T I N G S C I E N C E S SEARCH MISSION DEFINES DEVICE USAGE
  26. 26. More people use mobiles to search 0 20 40 60 80 100 Used the most often for search Used the most often in general Owned % MOBILE PC/LAPTOP TABLET 27
  27. 27. 8AM – 12PM 12PM – 5PM 5PM –10PM 10PM –7AM Device preference depends on time of the day Mobiles are the preferred device for morning and evening, while PCs are preferred during the day PC Mobile 24% 26% 34% 31% 28% 23% 13% 20% 28
  28. 28. Mobiles are used for its availability and PCs for viewability 41.5% 46.4% 50.1% 61.4% 70.8% 50.5% 46.9% 44.1% 30.3% 22.4% 8.0% 6.7% 5.7% 8.3% 6.7% The screen size is suitable for search The device allows easy inputting It is my favorite device in general It is the first available device when I need to search The device allows search on-the-go Mobile PC Tablet 29
  29. 29. 79% 77% 67% 45% 16% 14% 5% 21% 23% 33% 55% 84% 86% 95% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% E-Commerce Search Engine Entertainment Verticals Social Media News/Portal Life convenience SHARE OF SEARCH ON DIFFERENT DEVICE AMONG DIFFERENT PLATFORMS PC Mobile Consumers use PC to search when the task is complicated 30
  30. 30. OVERALL AUTO TRAVEL SKINCARE 38.8% INDEX 95 6.8% INDEX 97 49.9% INDEX 96 42.5% INDEX 103 48.1% INDEX 93 6.6% INDEX 93 54.4% INDEX 105 45.3% INDEX 110 7.6% INDEX 107 51.8% 41.1% 7.1% 31 Searches in different categories also influence device usage
  31. 31. D I V E S E A R C H M A R K E T I N G S C I E N C E S SEARCH ADVERTISING WORKS
  32. 32. 32% 36% 36% 64% 61% 57% 4% 3% 7% 1% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% AUTO TRAVEL SKINCARE IMPACT ON DECISION Very influenced Quite influenced Not quite influenced Not influenced at all Search makes a big impact on purchase decisions 33
  33. 33. Brandzone No Brandzone Brandzone No Brandzone Brandzone No Brandzone 56% 41% 37% 60% 52% 41% 63% 35% 49% 46% 58% 38% 64% 29% 43% 49% 52% 40% 69% 28% 41% 56% 58% 36% More Useful AUTO More Complete Information offered More Trustworthy/Reliable More Attractive TRAVEL SKINCARE Brandzone works but not for the travel category 34
  34. 34. 0% 2% 18% 40% 83% 1% 5% 23% 39% 80% 0% 0% 28% 50% 82% I have never seen these links I never click on the link I click on the link and eventually buy the product I click on the link to seek promotions I click on the link to get information SKINCARE TRAVEL AUTO I click on the link and eventually buy the product People are looking for information through promotional links 35
  35. 35. 0 20 40 60 80 Female Male Is the most useful Is the most trustworthy/reliable Is the most attractive Gives you the most complete information % Brandzones have a strong influence on females searching in the auto category 36
  36. 36. 0 50 100 Post 90s Post 80s Post 70s % I never click on the link I click on the link and eventually buy the product I click on the link to seek promotions I click on the link to get information Promotional links only appeal to older generations in travel category 37
  37. 37. 0 50 100 Female Male I never click on the link I click on the link and eventually buy the product I click on the link to seek promotions I click on the link to get information % Males are more influenced by promotional links when searching for skincare 38
  38. 38. D I V E S E A R C H M A R K E T I N G S C I E N C E S NEW TECH ADOPTION IS DRIVEN BY CONVENIENCE
  39. 39. Often use Sometimes use Never use AUTO COMPLETE Auto-complete often dictates search queries 40
  40. 40. 32% 40% 45% 54% 50% 48% 42% 41% 14% 10% 11% 5% 4% 2% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Suggestions are relevant and accurate Gives me ideas and inspirations Helps to spell some words/names I'm unsure about Helps to save time/be faster ATTITUDES TOWARDS AUTO-COMPLETE Completely Agree Somewhat agree Neutral Disagree Searchers use auto-complete to save time 41
  41. 41. FREQUENT USERS IMAGE ALL USERS AWARE TRIED FREQUENT USERS ALL USERS AWARE TRIED FREQUENT USERS 85% 69% 24% 76% 65% 13% VOICE Most people are aware of new search technology but it is not the first thing they use 42
  42. 42. 3% 11% 18% 26% 28% TOP 5 OCCASIONS FOR USAGE When characters are too long to type When I am unsure about the spelling When I am too lazy/tired/busy to type When I am outside and it's not convenient to type When I am walking Helps me to be more precise When I am looking for something in front of me When I am looking for something very specific When I do not know the name or how to call something When I am unsure about the spelling 4% 10% 12% 22% 30% Voice facilitated search used for convenience while image search is used for specificity 43
  43. 43. 30.7% 35.2% 34.1% Post 90s Post 80s Post 70s 31.9% 34.6% 33.5% Post 90s Post 80s Post 70s IMAGEVOICE Older generations use new technologies more often 44
  44. 44. SUMMARY
  45. 45. Mobile search is exceeding that of PC; consumer switch devices based on different life situation Search is big, but product related search is a small subset When consumers search, they already have a brand or product name in mind Consumers are information hungry and willing to go beyond one page and one search engine Brandzone and promotion links do deliver positive results for high involvement categories New search technology adoption is driven by convenience 46
  46. 46. IMPLICATIONS
  47. 47. Brand and product names are the primary keywords for search campaign, general category keywords are supplemental Search cannot serve as an always-on mass awareness builder, but should be utilized as an always-on information source for consumers Creating information rich landing pages for consumers will help close the deal Brands should plan search campaign across multiple search engines and across multiple devices Brand should use SEO to increase its exposure through auto complete There is opportunity for publisher and advertiser to engage the older generation through picture search 48
  48. 48. D I V E S E A R C H O M D D I E S E A R C H V
  49. 49. CONTACT Bhasker.Jaiswal@omd.com Jeanette.Phang@omd.com Rachel.Fan@omd.com

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