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The Zero Moment of Truth Macro Study
Google/Shopper Sciences U.S., April 2011

Objectives
How is shopper behavior changing in a digitally powered world? What role do new media like social & mobile in shopping? How are shoppers’ expectations of the physical changing?

retail store

How does pre-shopping change actual purchasing?

Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.google.com/think/insights

Google Confidential and Proprietary

Methodology
A quantitative review of decision making behavior across shopping, services and voting. Online shopper surveys with interactive game-like construct Fielded in March 2011 in the US Connect as close to purchase decision as possible N=5,000 Shoppers: –  500 each in Auto, Tech, Travel, Voters, Restaurant, OTC Health, CPG Grocery, CPG Beauty/Personal Care –  250 each in Credit Cards, Banking, Insurance, Investments Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.google.com/think/insights

Google Confidential and Proprietary

3

Summary
•  The length of the shopper’s purchase journey varies greatly by category. But even within a spontaneous category like restaurants, we see thoughtful behavior of several hours to several days leading up to decision. •  The number of sources used by any shopper for any average shopping occasion has almost doubled, from 5.2 to 10.4 sources used. •  84% of all shoppers use ZMOT sources in the path to purchase (f. ZMOT is a critical part of any shopper’s purchase journey and is as important, if not more, than stimulus and FMOT. •  Searching online is at the same level or eclipsing friends and family as a source used in the purchase process, which is a first. •  While overall usage of online social and mobile sources are lower than other sources, they are on the rise. Among the group who use online social and mobile sources, they rank the mobile information as highly influential in shaping their ultimate purchase decisions.

Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.google.com/think/insights

Google Confidential and Proprietary

4

Traditional 3-Step Mental Model of Marketing

Stimulus

First Moment of Truth
At shelf In-store

Second Moment of Truth
Experience

Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.google.com/think/insights

Google Confidential and Proprietary

5

The New Mental Model of Marketing

Stimulus

First Moment of Truth
Pre-shopping | In-store | In-home At shelf In-store

Second Moment of Truth
Experience

Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.google.com/think/insights

Google Confidential and Proprietary

6

We asked shoppers 4 key questions:

When? Purchase Timeline
How far in advance do shoppers start thinking about their purchase?

What? Source Usage
What traditional and new media sources did shoppers use to help them decide on their purchases?

Why? Information-Seeking
Why did shoppers consult the internet? What information where they looking for?

How much? Influence
How influential were each of the sources in the ultimate decision making? Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.google.com/think/insights

Google Confidential and Proprietary

7

The length of a purchase cycle varies
The longest purchase cycles belong to Travel, Voters, Auto & Tech while the most “spontaneous” category is Restaurants. But even within Restaurants, a majority of shoppers still take several hours to several days to make that decision. 30%

Restaurant OTC Health Investment Voters Tech Banking Travel CPG Personal Care Credit Card Automotive CPG Grocery Insurance

25%

20%

15%

10%

5%

0%

More than a7-12 months 4-6 months 2-3 months year before before before before

A month before

3 weeks before

2 weeks...
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