copyright © 2012, iprospect, inc. all rights reserved. nordic survey 2012 iprospect nordic

Copyright © 2012, iProspect, Inc. All rights reserved.

NORDIC SURVEY2012

iProspect Nordic

Digital Performance on a Global Scale.

Copyright © 2012, iProspect, Inc. All rights reserved. 2

WHICH OF THE FOLLOWING DEVICES ARE YOU USING ACCESSING THE INTERNET?

PC (PC/M

ac/D

esktop)

Mobile Phone (

iPhone, Android)

Tablet

(iPad

, Gala

xy Pad

)Other

0%

20%

40%

60%

80%

100%

120%

NordicDenmarkSwedenNorwayFinland



HOW OFTEN DO YOU ACCESS THE INTERNET FROM YOUR PC?

Several times daily

Daily 3-6 times weekly

1-2 times weekly

2-3 times a month

Less often0%

10%

20%

30%

40%

50%

60%

70%

80%




HOW OFTEN DO YOU ACCESS THE INTERNET FROM YOUR MOBILE PHONE?

Several times daily


1-2 times weekly

2-3 times a month

Once a month

Less often

Dont know

0%

10%

20%

30%

40%

50%

60%

70%




HOW OFTEN DO YOU ACCESS THE INTERNET FROM YOUR TABLET?

Several times daily


1-2 times weekly

2-3 times a month

Once a month

Less often

Dont know

0%

10%

20%

30%

40%

50%

60%




HOW OFTEN DO YOU ACCESS THE INTERNET FROM YOUR OTHER DEVICE?

Several times daily


1-2 times weekly

Once a month

Less often Dont know0%

10%

20%

30%

40%

50%

60%




WHAT FUNCTIONALITIES DO YOU PRIMARILY USE WHEN SEARCHING ON YOUR PC (PC/MAC/DESKTOP/LAPTOP)?

Search Engines

Google Maps/P

laces

You Tube

Facebook

News porta

lsE-m

ail

E-banking

Other way (p

lease specif

y)

Dont know

0%

10%

20%

30%

40%

50%

60%

70%

80%




WHAT FUNCTIONALITIES DO YOU PRIMARILY USE WHEN SEARCHING ON YOUR MOBILE PHONE (IPHONE, ANDROID)?

Search Engines

Google Maps/P

laces

You Tube

Facebook

News porta

lsE-m

ail

E-banking

Other way (p

lease specif

y)

Dont know

0%

10%

20%

30%

40%

50%

60%

70%

80%




WHAT FUNCTIONALITIES DO YOU PRIMARILY USE WHEN SEARCHING ON YOUR TABLET (IPAD, GALAXY PAD)?

Search Engines

Google Maps/P

laces

You Tube

Facebook

News porta

lsE-m

ail

E-banking

Other way (p

lease specif

y)

Dont know

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%




WHICH OF THE FOLLOWING INTERNET SEARCH ENGINES DO YOU USE PRIMARILY?

GoogleEniro

AltaVist

aBing

YahooJubii

Kvasir

Gulesider

1881.no

ABC SøkOther

Dont use any se

arch engines

0%10%20%30%40%50%60%70%80%90%

100%




WHEN SEARCHING IN A SEARCH ENGINE LIKE GOOGLE, HOW MANY KEYWORDS DO YOU NORMALLY USE WHEN SEARCHING ON YOUR PC?

One word Two words Three words Four words More than four words

Dont know0%

10%

20%

30%

40%

50%

60%




WHEN SEARCHING IN A SEARCH ENGINE LIKE GOOGLE, HOW MANY KEYWORDS DO YOU NORMALLY USE WHEN SEARCHING ON YOUR MOBILE PHONE?


Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%




WHEN SEARCHING IN A SEARCH ENGINE LIKE GOOGLE, HOW MANY KEYWORDS DO YOU NORMALLY USE WHEN SEARCHING ON YOUR TABLE?


Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




WHEN YOU HAVE ENTERED A SEARCH QUERY IN A SEARCH ENGINE LIKE GOOGLE, HOW MANY RESULTS DO YOU READ BEFORE CLICKING OR DECIDE TO DO A NEW SEARCH QUERY?

1-2 results 3-4 results 5-6 results 7-8 results 9 or more Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

45%




DO YOU HAVE A GOOGLE+ PROFILE?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




DO YOU EVER SEARCH FOR IMAGES IN SEARCH ENGINES LIKE GOOGLE ON YOUR PC (PC/MAC/DESKTOP/LAPTOP)?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%




DO YOU EVER SEARCH FOR IMAGES IN SEARCH ENGINES LIKE GOOGLE ON YOUR MOBILE PHONE (IPHONE, ANDROID)?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




DO YOU EVER SEARCH FOR IMAGES IN SEARCH ENGINES LIKE GOOGLE ON YOUR TABLET (IPAD, GALAXY PAD)?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%

90%




WOULD YOU PREFER TO HAVE SEARCH ENGINE RESULTS ADJUSTED BASED ON YOUR INTERESTS AND SEARCH HISTORY?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%




IS THE TERM ”SOCIAL SEARCH” FAMILIAR TO YOU?

Yes To some extend

I have heard the term but do not know

what it means

No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




CAN YOU TELL THE DIFFERENCE BETWEEN SPONSORED AND NON-SPONSORED LINKS (ORGANIC) RESULTS?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%




DO YOU THINK IT IS A PROBLEM THAT YOU CANT TELL THE DIFFERENCE?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%




WHAT SEARCH RESULTS DO YOU FIND THE MOST USEFUL?

Sponsored link results Non-sponsored link results (organic)

Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%

90%




WHEN USING SEARCH ENGINES, IT WOULD BE HELPFUL IF I COULD SEE RECOMMENDATIONS FROM MY FAMILY AND FRIENDS AS A PART OF SEARCH RESULTS

Totally agree

Agree Neither agree or disagree

Disagree Totally disagree

Dont know0%

5%

10%

15%

20%

25%

30%

35%


PC



WHEN I AM SEARCHING IN THE SEARCH ENGINES LIKE GOOGLE ON MY PC, I GENERALLY FIND THE BROWSING EXPERIENCE GOOD

Totally agree



Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




THE WEBSITES I VISIT, ON MY PC ARE IN GENERAL WELL PREPARED, CONSIDERING THE SCREEN SIZE OF PC

Totally agree



Dont know0%

10%

20%

30%

40%

50%

60%

70%

TotalDenmarkSwedenNorwayFinland




Totally agree



Dont know0%

5%

10%

15%

20%

25%

30%

35%


MOBILE



WHEN I AM SEARCHING IN THE SEARCH ENGINES LIKE GOOGLE ON MY MOBILE PHONE, I GENERALLY FIND THE BROWSING EXPERIENCE GOOD

Totally agree



Dont know0%

10%

20%

30%

40%

50%

60%




THE WEBSITES I VISIT, ON MY MOBILE PHONE ARE IN GENERAL WELL PREPARED, CONSIDERING THE SCREEN SIZE OF MOBILE PHONE

Totally agree



Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%





Totally agree



Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%


TABLET



WHEN I AM SEARCHING IN THE SEARCH ENGINES LIKE GOOGLE ON MY TABLET, I GENERALLY FIND THE BROWSING EXPERIENCE GOOD

Totally agree



Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




THE WEBSITES I VISIT, ON MY TABLET ARE IN GENERAL WELL PREPARED, CONSIDERING THE SCREEN SIZE OF TABLET

Totally agree Agree Neither agree or disagree

Disagree Dont know0%

10%

20%

30%

40%

50%

60%

70%




WHICH OF THE FOLLOWING POINTS HAVE MADE YOU GO TO A SEARCH ENGINE TO GET INFORMATION ABOUT A COMPANY, A PRODUCT OR A SERVICE?

Ads in newsp

apers/magazin

es/papers

Recommendations f

rom fri

ends

TV-commerci

als

Banner adverti

sing on th

e Intern

et

Visiting sh

ops

Advertise

ment in dire

ct mail

I have not t

ried to

search

based on th

e above

Radio commerci

als

Outdoor a

dvertisin

g such

as on busse

s, poste

rs and sig

ns etc

PR or edito

rial co

mments in th

e press

Advertisin

g or company lo

gos on a lo

rry or t

axi

Dont know

0%

10%

20%

30%

40%

50%

60%

70%




DURING THE LAST 6 MONTHS, WHAT PRODUCTS HAVE YOU BEEN SEARCHING FOR ON YOUR PC(PC/MAC/DESKTOP/LAPTOP)?

Apps

BooksCar

Clothing/fa

shion (n

ot sports

wear)

Computer - sta

tionary/porta

ble

Consumer e

lectronics

(TV se

ts and sim

ilar)

Consumer lo

an

Daily gro

cerie

s

Health &

beauty products

Holiday tr

avel (flight, h

otel, etc.

)

Insurance

Movies, TV se

ries,

Music, G

ames

Sportswear

White

goods (dish

washers

and simila

r)Oth

er

Havent bought a

nything durin

g the la

st 3 m

onths

Dont know

0%

10%

20%

30%

40%

50%

60%

70%

80%




DURING THE LAST 3 MONTHS, WHAT PRODUCTS HAVE YOU BEEN SEARCHING FOR ON YOUR MOBILE PHONE (IPHONE, ANDROID)?

Apps

BooksCar

Clothing/fa

shion (n

ot sports

wear)

Computer - sta

tionary/porta

ble

Consumer e

lectronics

(TV se

ts and sim

ilar)

Consumer lo

an

Daily gro

cerie

s

Health &

beauty products

Holiday tr

avel (flight, h

otel, etc.

)

Insurance

Movies, TV se

ries,

Music, G

ames

Sportswear

White

goods (dish

washers

and simila

r)Oth

er

Havent bought a

nything durin

g the la

st 3 m

onths

Dont know

0%

10%

20%

30%

40%

50%

60%




DURING THE LAST 6 MONTHS, WHAT PRODUCTS HAVE YOU BEEN SEARCHING FOR ON YOUR TABLET (IPAD, GALAXY PAD)?

Apps

BooksCar

Clothing/fa

shion (n

ot sports

wear)

Computer - sta

tionary/porta

ble

Consumer e

lectronics

(TV se

ts and sim

ilar)

Consumer lo

an

Daily gro

cerie

s

Health &

beauty products

Holiday tr

avel (flight, h

otel, etc.

)

Insurance

Movies, TV se

ries,

Music, G

ames

Sportswear

White

goods (dish

washers

and simila

r)Oth

er

Havent bought a

nything durin

g the la

st 3 m

onths

Dont know

0%

10%

20%

30%

40%

50%

60%

70%




WHEN SEARCHING FOR HOLIDAY TRAVEL (FLIGHT, HOTEL, ETC.) IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING HOLIDAY TRAVEL?

1 to 2 3 to 4 5 to 6 7 to 8 9 to 10 11 or more

Dont know

0%

5%

10%

15%

20%

25%

30%




WHEN SEARCHING FOR CLOTHING/FASHION (NOT SPORTSWEAR) IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING CLOTHING/FASHION?


Dont know

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%




WHEN SEARCHING FOR CONSUMER LOAN IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING CONSUMER LOAN ONLINE OR IN A PHYSICAL STORE?


Dont know

0%

5%

10%

15%

20%

25%

30%

35%

40%




WHEN SEARCHING FOR CONSUMER ELECTRONICS (TV, SETS AND SIMILAR) IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING CONSUMER ELECTRONICS ONLINE OR IN A PHYSICAL STORE?


Dont know

0%

5%

10%

15%

20%

25%

30%

35%




WHEN SEARCHING FOR AN INSURANCE IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING THE INSURANCE ONLINE OR IN A PHYSICAL STORE?


Dont know

0%

5%

10%

15%

20%

25%

30%

35%

40%




WHEN SEARCHING FOR DAILY GROCERIES IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING DAILY GROCERIES ONLINE OR IN A PHYSICAL STORE?


Dont know

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%




OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR A HOLIDAY TRAVEL (FLIGHT, HOTEL, ETC.) BEFORE PURCHASING?

1 to 2 days 3 to 4 days One week Two weeks More than two weeks

Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

45%




OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR A CLOTHING/FASHION (NOT SPORTSWEAR) BEFORE PURCHASING?


Dont know0%

10%

20%

30%

40%

50%

60%




OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR CONSUMER LOAN BEFORE PURCHASING?


Dont know0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%




OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR CONSUMER ELECTRONICS (TV, SETS AND SIMILAR) BEFORE PURCHASING?


Dont know0%

5%

10%

15%

20%

25%

30%




OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR AN INSURANCE BEFORE PURCHASING?


Dont know0%

5%

10%

15%

20%

25%

30%

35%




WHEN SEARCHING FOR DAILY GROCERIES IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING DAILY GROCERIES ONLINE OR IN A PHYSICAL STORE?


Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR HOLIDAY TRAVEL (FLIGHT, HOTEL, ETC.) IN THE SEARCH ENGINES?

0%10%20%30%40%50%




WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR CLOTHING/FASHION (NOT SPORTSWEAR)IN THE SEARCH ENGINES?

0%10%20%30%40%50%




WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR CONSUMER LOAN IN THE SEARCH ENGINES?

0%10%20%30%40%50%60%




WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR CONSUMER ELECTRONICS (TV, SETS AND SIMILAR) IN THE SEARCH ENGINES?

0%10%20%30%40%50%60%




WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR INSURANCE IN THE SEARCH ENGINES?

0%10%20%30%40%50%60%




WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR DAILY GROCERIES IN THE SEARCH ENGINES?

0%

10%

20%

30%

40%




IF YOU WERE SEARCHING FOR (DISPLAY LOCAL EXAMPLE) IN A SEARCH ENGINE LIKE GOOGLE, WHICH OF THE FOLLOWING TWO ADS WOULD YOU CLICK ON IN A SEARCH RESULT?

Ad number 1 Ad number 2 Dont know0%

10%

20%

30%

40%

50%

60%

70%


FI Ad alternatives on the next slide



FINLAND - LENNOT LONTOO

Alt. 1

Alt. 2

If you were searching for [QUERY] in a search engine like Google, which of the following two ads would you most likely click on in a search result



HAVE YOU BOUGHT ANY PRODUCTS VIA YOUR PC THE LATEST 6 MONTHS?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%




HAVE YOU BOUGHT ANY PRODUCTS VIA YOUR MOBILE PHONE THE LATEST 6 MONTHS?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




HAVE YOU BOUGHT ANY PRODUCTS VIA YOUR TABLET THE LATEST 6 MONTHS?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%




DURING THE LAST THREE MONTHS, WHAT PRODUCTS HAVE YOU BOUGHT ONLINE ON PC?

Apps

BooksCar

Clothing/fa

shion (n

ot sports

wear)

Computer - sta

tionary/porta

ble

Consumer e

lectronics

(TV, s

ets and sim

ilar)

Consumer lo

an

Daily gro

cerie

s

Health &

beauty products

Holiday tr

avel (flight, h

otel, etc.

)

Insurance

Movies, TV se

ries,

Music, G

ames

Sportswear

White

goods (dish

washers

and simila

r)Oth

er

Havent bought a

nything durin

g the la

st 3 m

onths

Dont know

0%

10%

20%

30%

40%

50%

60%




DURING THE LAST THREE MONTHS, WHAT PRODUCTS HAVE YOU BOUGHT ONLINE ON MOBILE PHONE?

Apps

BooksCar

Clothing/fa

shion (n

ot sports

wear)

Computer - sta

tionary/porta

ble

Consumer e

lectronics

(TV, s

ets and sim

ilar)

Consumer lo

an

Daily gro

cerie

s

Health &

beauty products

Holiday tr

avel (flight, h

otel, etc.

)

Insurance

Movies, TV se

ries,

Music, G

ames

Sportswear

White

goods (dish

washers

and simila

r)Oth

er

Havent bought a

nything durin

g the la

st 3 m

onths

Dont know

0%

10%

20%

30%

40%

50%

60%

70%

80%




DURING THE LAST THREE MONTHS, WHAT PRODUCTS HAVE YOU BOUGHT ONLINE ON TABLET?

Apps

BooksCar

Clothing/fa

shion (n

ot sports

wear)

Computer - sta

tionary/porta

ble

Consumer e

lectronics

(TV, s

ets and sim

ilar)

Consumer lo

an

Daily gro

cerie

s

Health &

beauty products

Holiday tr

avel (flight, h

otel, etc.

)

Insurance

Movies, TV se

ries,

Music, G

ames

Sportswear

White

goods (dish

washers

and simila

r)Oth

er

Havent bought a

nything durin

g the la

st 3 m

onths

Dont know

0%

10%

20%

30%

40%

50%

60%

70%

80%




WHY DO YOU BUY PRODUCTS ONLINE VIA YOUR PC?

It is con-venient

and easy

It is fast The opening hours are

better

You get greater deals

Other Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%




WHY DO YOU BUY PRODUCTS ONLINE VIA YOUR MOBILE PHONE?

It is con-venient

and easy


better


Other Dont know0%

10%

20%

30%

40%

50%

60%

70%

80%

90%




WHY DO YOU BUY PRODUCTS ONLINE VIA YOUR TABLET?

It is con-venient

and easy


better


Other Dont know0%

20%

40%

60%

80%

100%

120%




WOULD YOU BE MORE LIKELY TO BUY PRODUCTS THAT YOUR FRIENDS HAVE RECOMMENDED?

Yes No Dont know0%

10%

20%

30%

40%

50%

60%


copyright © 2012, iprospect, inc. all rights reserved. nordic survey 2012 iprospect nordic

Documents

digital performance

global scale

iprospect nordic slide

rights reserv

new search query

google profile

mobile phone iphone

pc pcmacdesktoplaptop