Dubai: Learning about consumers’ online behaviour just got easier. Google has launched a new version of its Consumer Barometer, a free tool that allows companies to know things like how people research and buy online, as well as how many connected devices they have.
The new version of the Barometer, which is based on surveys conducted by TNS in 46 countries in 2014, offers more insights on consumers from Saudi Arabia and the UAE. The data is filtered by country, age, gender and income level.
Originally launched four years ago, the Consumer Barometer covers four main areas of consumer behaviour: multi-screen world, which looks at internet usage across devices; smart shopper, which focuses on the internet’s role in making purchasing decisions; and smart viewer, which gives insight on consumers’ online video behaviour, including what motivates them to watch videos online.
“Flights and travel are huge in the region. Let’s say, 35 per cent pay for flights online,” said Joyce Baz, head of communications at Google for the Middle East and North Africa, at a press conference in Dubai last week.
According to the surveys, 34 per cent of respondents in the UAE made their last leisure flight purchase online.
Respondents in the UAE frequently search online and then buy offline, with 53 per cent of internet users having used a smartphone during their last purchase.
Also, 55 per cent of UAE respondents are most likely to watch videos with their friends.
Vertical sectors profiled within the Barometer include clothing and footwear, home appliances, flights, hotels, cosmetics and groceries. Google said that up to 10 new vertical sectors will be added on an ongoing basis as it extends the insights. It added that the tool will be available in new languages, including Arabic.
