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Google data on Research and Purchase of Leisure Stays in Hotels by UK Consumers

posted 5 Jan 2015, 02:20 by C Byrne   [ updated 26 Oct 2015, 06:50 ]

Base: UK Internet users | Answering based on a recent purchase of a Leisure Stay in a Hotel.

Total Respondents: 314

Source: The Consumer Barometer Survey 2014 – https://www.consumerbarometer.com/en/ . Surveys were administered by TNS Infratest on behalf of Google.

1. In what ways was the Internet involved in people's recent purchases?

Became aware of product / offer online

Purchased online

Researched online

32%

79%

81%

2. How did people first hear about the product / offer they bought?

Previous experiences

Discussions with other people

Pre-purchase research

Through advertising

None of these

38%

9%

28%

6%

14%

3. How did people first hear about the product / offer during product research?

Online

Store

Phone

Other

99%

0%

0%

0%

4. When did the research process start?

Moments before purchase

Hours before purchase

Days before purchase

Weeks before purchase

Months before purchase

More than months before purchase

Didn't collect information

Don't know

11%

15%

25%

18%

5%

1%

12%

13%

5. Why did people purchase?

Purchased for self

Purchased as a gift

Impulse purchase

Regular purchase / re-fill

Bought on discount / promotion

Purchased based on urgent need

Purchased for a special occasion

28%

3%

4%

2%

8%

5%

29%


Purchased for a holiday trip

Purchased for social gathering

Purchased to collect or spend loyalty points

A contract renewal / upgrade

Purchase triggered by change in circumstances

Purchase triggered by change of address

For a new / different car

For a newly insured person

None of the above

47%

29%

4%

0%

0%

0%

0%

0%

3%

6. How many brands were considered before purchase?

One

Two

Three

Four

Five or more

None in particular

18%

20%

22%

3%

15%

19%

7. Did people do any online or offline research prior to their recent purchase?

Any Research

Online

Offline

Online research only

Offline research only

Both online & offline research

85%

81%

35%

49%

4%

31%

8. What offline sources did people use to make a purchase decision?     


Discussed with family / friends / colleagues

Viewed TV programs / ads

Listened to radio programs / ads

Read printed materials

Met with salesperson / company representative / consultant

Saw billboards / posters

21%

7%

2%

4%

4%

1%

In brand store research

In retailer store research

In store research (brand and retailer)

Discussing with other people

Viewing / reading / listening to offline media

Other offline information source

0%

10%

10%

24%

10%

2%

9. What online sources did people use to make a purchase decision?

Online research: on brand websites

Online research: on retailer websites

Social networks

Online video sites

Brand pages on social network sites

49%

28%

5%

6%

2%

Advice sites / review sites / forums / blogs

Price comparison websites

Online magazines / news sites

Email (e.g. offers, newsletters)

14%

21%

1%

6%

10. Did people use search engines for their last purchase?

Search engine used

Search engine not used

62%

38%

11. How did people use the Internet to help make their purchase decision?

Got ideas / inspiration online

Discovered relevant brands online

Compared products / prices / features online

Discovered new films online

Compared film choices online

Watched relevant videos online

Looked for opinions / reviews / advice online

34%

11%

46%

0%

0%

4%

38%



Looked for / redeemed relevant offers / coupons / promotions online

Checked where to buy / product availability online

Got store locations / directions online

Made contact / requested contact (with brands, retailers) online

Investigated financing options online

Other

Don't know

7%

8%

11%

11%

2%

5%

11%

12. In which part(s) of the purchase process did people use the Internet?

Looked for early inspiration and made initial discoveries online

Compared choices online

Sought advice online

Used the internet to prepare for immediate purchase

(e.g. searched locations online)

38%

49%

45%

23%

13. Which devices did people use for product research?  

Smartphone

Computer

Tablet

Other Internet-enabled device

Didn't recall device type

18%

83%

20%

2%

0%

14. What combinations of devices did people use to research their purchase?

Smartphone only

Computer only

Tablet only

Smartphone and computer and tablet

Smartphone and computer only

Smartphone and tablet only

Computer and tablet only

6%

66%

9%

4%

7%

1%

6%

15. What kind of product research did people do on their smartphones?

Got ideas, inspiration online on smartphone

Discovered relevant brands online on smartphone

Compared products / prices / features online on smartphone

Discover new films online on smartphone

Compare film choices online on smartphone

6%

1%

6%

0%

0%


Sought opinions / reviews / advice online via smartphone

Watched relevant videos online on smartphone

6%

2%


Discussed with family / friends / colleagues

Viewed TV programs / ads

Listened to radio programs / ads

Read printed materials

Met with salesperson / company representative / consultant

Saw billboards / posters

21%

7%

2%

4%

4%

1%

In brand store research

In retailer store research

In store research (brand and retailer)

Discussing with other people

Viewing / reading / listening to offline media

Other offline information source

0%

10%

10%

24%

10%

2%


16. Where did people make their purchase?

Store

Phone

Mail

Online

Email

Other

4%

7%

0%

79%

8%

1%

17. Where did people make their purchase?

Store

Phone

Mail

Online

Email

Other

4%

7%

0%

79%

8%

1%

18. Where specifically did people make their online purchase?

Hotel / hotel chain

Price comparison site

Other

37%

31%

10%

19. Which devices did people use to make their purchase?

Smartphone

Computer

Tablet

Other internet-enabled device

Don't know

5%

87%

6%

2%

0%

20. What percentage of purchases were driven by online influences?

Purchased online

Researched online before purchasing offline

Online did not influence purchase

79%

14%

6%

21. How did people who researched offline complete their product purchase?

Store

Phone

Online

Email

Other

12%

8%

66%

10%

3%

22. How did people who researched online complete their product purchase?

Store

Phone

Mail

Online

Email

Other

4%

5%

0%

82%

8%

0%

23. What did people do online after completing their purchase?

Shared purchase experiences on social network(s)

Posted reviews / ratings about the purchase

None of these

Don't know

9%

17%

75%

1%


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