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Google releases latest version of Consumer Barometer

The software allows users to compare digital mobile, video and online shopping habits across 46 countries

Published: Updated:

Internet giant Google recently launched an updated version of its online consumer insights tool Consumer Barometer, four years after first releasing the free tool.

The new Consumer Barometer, which is based on surveys conducted by global market research company TNS in 46 countries in 2014, has been “updated in size, scale and depth of questions covered,” according to a press release.

The software allows users to compare digital mobile, video and online shopping habits across 46 countries.

The tool focuses on four main areas of consumer behavior including: “multi-screen world,” which quantifies Internet usage across devices; “Smart Shopper,” which looks at the Internet’s role in purchase decision making, and “Smart Viewer,” which looks at consumers’ online video behavior.

UAE

According to the TNS research, respondents in the United Arab Emirates frequently research online and then buy offline, and particularly in the case for mobile phones, with 53 percent of users on the Net having used a smartphone during their last purchase.

The research also found that over a third of respondents in the UAE made their last leisure flight purchase online.

The study found also found that 55 percent of respondents in the UAE watch online video “to be inspired and are most likely to watch videos with their friends.”

Saudi Arabia

According to the TNS research, 73 percent of respondents in Saudi Arabia use the Internet for unrelated activities in parallel to watching television.

It also found that 82 percent of Internet users in Saudi Arabia used a smartphone during their last purchase and that 55 percent of Saudi respondents made their last leisure flight purchase online.

Almost half of Saudi respondents watched their last online video with their partners, the research found.

“Our latest Consumer Barometer gives advertisers great insights about users’ behavior and preferred platforms that are being used online. From the figures we are seeing in the UAE and KSA, it's very clear that digital has to be at the core of their communication strategies,” Alfonso de Gaetano, agency and branding lead at Google in MENA, said.

For his part, Waseem Afzal, head of digital at OMD media agency, said: “We need more consumer data in the region and tools such as this are critical to the growth of the digital industry.

“This barometer, which provides insights on multi-screen usage, should further contribute to making the future of marketing screen-agnostic.”

Consumer Barometer can be accessed at www.consumerbarometer.com