Google：印度搜索洞察.pdf

Year in Search - India: Insights for Brands What Google Search told us about consumer behavior online2 Year in Search - India: Insights for Brands 3 350M 400M connected active internet users; 2nd highest in the world 40M 8 GB / month addition of users; among the fastest in the world The average mobile data which has reached levels of Sources: India is coming online at an unprecedented rate4 Video: An unprecedented growth story Top 5 country trends are growing faster than the metros across categories through Bharat is going online5 Indian internet users are regional language AI and machine learning are assisting businesses to enhance Indic languages and voice Assisting businesses Omnichannel 6 2are driving growth across all categories With growing connectivity, the rise in searches from non-metro cities across categories is faster than that of the metros 1 . Bharat is going online Source: The internet has become the bridge to Bharats 3aspirations. related to international travel destinations beauty life insurance metros information or access Bharat is going online 49% 61% 55% rise in face powder of all searches across personal loans, health insurance, life insurance, and mutual funds come from Bharat of all car-related searches come from non-metro 2cities Interest in destination discovery, destination activities, and international travel is much higher in non-metros than in tier 1 cities Source: Online video audience in grow to 500 million by 2020 About 1/3rd of all searches for related education and business have shown 1.5x - 3x growth in the last 2 years Video: An unprecedented growth story Sources: 9 Sources: Online video is reshaping the way consumers gather information and make purchase decisions with 80% of car buyers using it as a research destination More than 55% used online video Consumers across categories are fast information and discovering content Indic languages and voice Source: The rise of the non-English user 9 out of 10 new Internet users in India Voice search is becoming mainstream seen 270% growth voice searches Omnichannel: The Sources: 50% 75% of organized retail is YoY growth in The rise of omnichannel is enabling There has been a steep rise in searches for food aggregator brands as people are increasingly relying on apps to look for dining out and food delivery options 88% increase in “near me“ searches for telecom stores 2.5 X brand queries Omnichannel Sources: The ascent of online automation (AI) and Machine Learning are helping businesses simplify processes and assistants with their customer Assisting businesses Sources: increase in number of active users for Assistant in India data driven solutions to run real 7X 2 X Sources: services available on on the desired ride and ML and AI assist users Auto Banking and Finance Consumer Packaged Goods E-Commerce Retail Education Telecom and Payments Technology Travel 17 28 35 46 57 59 64 69 73 81 87 Table of Contents Year in Search - India : Insights for Brands Year in Search - India : Insights for Brands Auto People are increasingly relying on Search for their vehicle purchase decisions Source: Auto 40% 45% 40% increase in the volume of commercial vehicle- related searches rise in commuter bike segment with more than 60% non-metro 2cities increase in used car loan searches 70% around used car research 64% YoY growth to Servicing 89% YoY growth to Car Insurance When it comes to auto, consumers have a whole range of search queries Auto Source: 55% searches come from non-metro 2cities, which is greater than from tier 1 1cities 90% 65% of car buyers will continue to do research on their Average walk-ins fallen to 2 per purchase from 4 Which means that consumers are more informed than and that more and Consumers are now relying more on online research, immersive experiences, and online bookings than test drives and showroom walk-ins Auto Sources: Google Assistant for the 2018 Auto Expo seamless experience for users Actions on Google integration for the launch of its Interceptor and Continental GT650 Maruti Suzuki Auto Sources: 22 of all users visited a dealer website during their car third biggest online touchpoint 56% 60% growth for “dealer near me“ searches 400% Sources: Auto23 Auto Sources: Digital solves for business metrics like calls to dealers and walk-ins 12:00 We wanted to understand if digital has the same impact as print in driving leads for our dealerships. Google helped us pilot an experiment by developing a calls directly to our dealerships. The campaign has shown brilliant results the coming months. Virat Khullar “ “ at most cost per lead (CPL) for large OEMs 5 Renault garner 23% more and reduced cost per lead by 19%. 24 Before visiting a dealership, many buyers research online 32% 41% 35% 37% reviews & recommendations for maintenance programs dealer location / directions promotional Sources: Auto25 YouTube has become one of the most information for car buyers 79% 81% car videos on YouTube independent and credible auto videos on YouTube Source: Auto26 Sources: Auto 79% 45% 27% answers and reviews on Youtube viewed videos regarding feature highlights