Our online behaviour revealed by Google’s Consumer Barometer

We often tell clients that the world is changing, in particular the world of marketing and customer communications.

The internet has been a massive influence in that change, followed by the introduction of smart phones.

Customer have never been so empowered, but neither have they been so overwhelmed with choice and information.

It is important keep a eye on consumer trends, to help plan future marketing effort and spend.

One of the best sources of information is Google’s Consumer Barometer, and they have recently release their latest findings:

  • The UK is one of the most connected countries in the world with 71% of Brits owning a smartphone, compared 61% of Europeans.
  • Amazing us UK consumers own 3.3 devices in 2015. And some using five or more devices.
  • Brits are frequent internet users, with 85% going online at least once a day. That figure rises to 92% amongst those under 44 years old.
  • Entering its fifth year, the scale of the tool enables users to compare digital, mobile, video and shopping habits across 56 countries, including tech-savvy Britain.


One of the trends I will be considering as part of our website design approach is how different devices are used by customer sourcing new suppliers/products, with mobile devices more prevalent in the early ‘blue skies’ research stage and desktop completing the journey to selection.


Peter Cory, Agency Sales Director at Google, commented:
“In UK, we’ve seen significant increases in the number of devices owned and that’s having a direct effect on the way consumers conduct their day-to-day lives – how they consume media, how they research products and how, when and where they buy.
“The updated Consumer Barometer will help marketers understand and compare changing consumer behaviours and better plan their local and international media strategies.”


The read more link to Google’s Consumer Barometer