Brett works for GlobalWebIndex which is a market research company and shared insights from a 2011 study on consumer behaviour. The data presented was across gathered across 27 countries.
The Reality
Search plus your world is changing search significantly. Google+ is already a key search network especially in emerging markets. They are also seeing the emergence of Facebook fatigue especially in key demographics. Search and social need to work more closely together to succeed.
Googopoly
Google is the dominant search payer in most markets. Chrome is the only browser that’s growing its market share. Android continues to increase its market share in the smartphone market. With Google+ Google is finally making headway in social and overall ties all their services together. Even in markets where the local players dominate Google has gained major traction. Chrome leads in key emerging markets which cements their search share in these territories. Coupled with Android leading in major developed markets their position is strengthened further.
Facebook is still dominant but Google + is growing as Facebook fatigue steps in. Google + has taken significant market share in markets like India where is has a 50% use in their study. Google + nearly equals Twitter users in their study. Proportionately Google+ has a better engagement rate than Facebook.
Key takeaways
- Google + is a must for brands, it’s already a platform.
- Paid search will guarantee more reach.
- In more personalised search distributable content will be key to drive mass exposure and shared experience.
Facebook Fatigue
Facebook grew across all the research done but it’s almost at near saturation level. It can’t continue to grow so how can they keep their market position. They continue to grow in emerging markets but in key markets like the US they have fallen significantly since February 2011. Across all activity points they see a broad decrease in activity level in Facebook. There is a significant decrease in engagement from the early adopters in the US. New platforms like Pinterest are taking significant engagement time from Facebook and he feels Google+ will be the long term winner in this area.
Strategy
Consumers are interacting with brands at an unprecedented level. The biggest point of interaction is users visiting branded websites thus brand search is still enormously important. The younger generation is more likely to like and share a brand however this is still half of the people that visit a brand’s website. Consumers want discounts, better customer service and other rewards for engaging with your brand. Different markets engage differently and there are certain markets that embrace social fully.
Key takeaways:
- Don’t neglect your brand websites
- Social is increasingly important in the mix
- Determine your strategy based on the geographic market.
- Determine the best way to reward consumers. Discounts work but do they prolong engagement with your brand.
- Understand what they value and that will give you the best chance to take advantage of social search and search plus your world.
