{"id":117093,"date":"2014-02-07T00:01:00","date_gmt":"2014-02-07T05:01:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/dac-group-inc-releases-results-of-annual-kantar-consumer-search-behavior-study\/"},"modified":"2024-12-19T16:40:00","modified_gmt":"2024-12-19T21:40:00","slug":"dac-group-inc-releases-results-of-annual-kantar-consumer-search-behavior-study","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/analytics\/dac-group-inc-releases-results-of-annual-kantar-consumer-search-behavior-study\/","title":{"rendered":"FIND and SEEK Consumer Online Behavior Study"},"content":{"rendered":"<p>DAC and Kantar are proud to release the results of their latest consumer search behavior survey. In its fifth year, the comprehensive study uncovers trends and improves the understanding of consumer media usage in Canada and the US. Results in the categories of general consumer <a href=\"\/services\/strategic-insights\/\">search behavior<\/a>, mobile, and social search show steady trending in digital adoption.\u00a0 Slight variances in findings uncover unique needs highlighted in select sectors. Overall insights gleaned reinforce the need for today\u2019s Digital CMO to take a strategic look at online consumer conversion strategy. Below we share some of the highlights gleaned in consumer online behaviour.<\/p>\n<p><a href=\"\/wpe-content\/uploads\/2014\/02\/Katar-Results-US_02.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4198 size-large\" src=\"\/wpe-content\/uploads\/2014\/02\/Katar-Results-US_02-791x1024.jpg\" alt=\"Katar-Results-US_02\" width=\"791\" height=\"1024\" \/><\/a><\/p>\n<h2><b>Key DAC\/Kantar Findings (US):<\/b><\/h2>\n<ul>\n<li>Consumers continue to show greater confidence in \u201corganic search\u201d results over paid (61% verses 17%)<\/li>\n<li>60% of Americans search for local business information at least once a week (30% at least a few times a week)<\/li>\n<li>Over one third of consumers (82%) find maps\/location information important in results<\/li>\n<li>86% believe that reviews of local businesses are important in their decision making process<\/li>\n<li>82% are conducting searches directly through search engines like Bing, Yahoo and FireFox or Google; a 16% increase over 2012(opposed to searches within company websites or directory listings)<\/li>\n<\/ul>\n<h2><b>Mobile<\/b><\/h2>\n<ul>\n<li>92% of consumers searching on mobile devices prefer browser search compatibility over mobile app availability<\/li>\n<li>35% of the time, consumers report encountering non-optimized mobile sites<\/li>\n<li>Clicks to Bricks relationship remains entwined (47% of consumers searching on mobile devices \u00a0go directly to a brick and mortar location to complete their purchases)<\/li>\n<li>Age remains a dominate factor in media use differences among consumers i.e. resources; tools<\/li>\n<li>68% agree that seeing a business show up in multiple places increases its perceived credibility<\/li>\n<li>45% of mobile users reported finding inaccurate business information online (a YoY increase and area for brand management attention)<\/li>\n<li>78% of mobile searches are done on Smartphones<\/li>\n<li>84% of Smartphone users find local map inclusion in results somewhat important<\/li>\n<\/ul>\n<h2><b>Social<\/b><\/h2>\n<ul>\n<li>40% of social media searches (by brand) are driven by deals, promotions and sales. While, 37% of mobile social users reported they do not visit brand social media sites at all<\/li>\n<li>90% reported that rating and reviews were at least a somewhat important factor to them when making a purchasing decision<\/li>\n<li>44% reported they were likely to post about a purchase they have made to their social media network<\/li>\n<li>52% of consumers reported contacting customer support as their preferred method for dispute resolution (expressing that 1:1 customer service holds a spot within the purchase cycle)<a href=\"\/wpe-content\/uploads\/2014\/02\/Kantar-Results_Canada-021.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\" size-full wp-image-4197 aligncenter\" src=\"\/wpe-content\/uploads\/2014\/02\/Kantar-Results_Canada-021.jpg\" alt=\"Kantar-Results_Canada-02\" width=\"612\" height=\"792\" \/><\/a><\/li>\n<\/ul>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d91de307275'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d91de307275');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '0c9a9cec-eb1c-44ac-920f-687ce0230830'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-ca\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2><b>Key DAC\/Kantar Findings (Canada):<\/b><\/h2>\n<ul>\n<li>Consumers continue to show greater confidence in \u201c<a href=\"\/services\/search-engine-optimization\/\">organic search<\/a>\u201d results over pay for click<\/li>\n<li>Consumers prefer mobile browsing capabilities over mobile app availability (by a factor of 9)<\/li>\n<li>60% of Canadians search for local business information at least once a week (27% at least a few times a week)<\/li>\n<li>Over one third of consumers find maps\/location information important in results<\/li>\n<li>86% believe that <a href=\"\/services\/local-presence-management\/\">reviews of local businesses<\/a> are important in their decision making process<\/li>\n<li>48% are conducting searches directly through search engines like Bing, Yahoo and FireFox or Google (opposed to searches within company websites or directory listings)<\/li>\n<\/ul>\n<h2><b>Mobile <\/b><\/h2>\n<ul>\n<li>Clicks to Bricks relationship remains entwined (65% of consumers searching on mobile devices \u00a0go directly to a brick and mortar location to complete their purchases)<\/li>\n<li>Age remains a dominate factor in media use differences among consumers i.e. resources; tools<\/li>\n<li>63% agree that seeing a business show up in multiple places increases its perceived credibility<\/li>\n<li>40% of mobile users reported finding inaccurate business information online (a YoY increase and area for brand management attention)<\/li>\n<li>94% of searchers prefer mobile browsers over mobile apps when searching<\/li>\n<li>72% of mobile searches are done on Smartphones<\/li>\n<li>85% of Smartphone users find local map inclusion in results somewhat important<\/li>\n<\/ul>\n<h2><b>Social <\/b><\/h2>\n<ul>\n<li>47% of social media searches (by brand) are driven by deals, promotions and sales. While, 34% of mobile social users reported they do not visit brand social media sites at all<\/li>\n<li>86% reported that rating and reviews were an important factor to them when making a purchasing decision<\/li>\n<li>37% reported they were likely to post about a purchase they have made to their social media network<\/li>\n<li>46% of consumers reported contacting customer support as their preferred method for dispute resolution (expressing an interest that 1:1 customer service hold a place within the purchase cycle)<\/li>\n<\/ul>\n<p>Interested in finding out more? <a href=\"\/contact\/\">Contact us<\/a> today!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>DAC and Kantar are proud to release the results of their latest consumer search behavior survey. In its fifth year, the comprehensive study uncovers trends and improves the understanding of consumer media usage in Canada and the US. Results in the categories of general consumer search behavior, mobile, and social search show steady trending in [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":101632,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.82,"reading_level_needs_review":"0","footnotes":""},"categories":[2860],"tags":[2827],"class_list":["post-117093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-michael-le-blanc-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Find and Seek Online Consumer Behavior Study | The Key Word<\/title>\n<meta name=\"description\" content=\"DAC is proud to release the results of their latest consumer search behavior survey. 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