What Is Google Consumer Barometer?

Many people knows Google for the great search platform where everyone would go to search on anything and the results displayed are always relevant. Beside their great search engine, Google actually offers a lot of free tools that can help marketers and entrepreneurs in their marketing and business planning. One such awesome tool provided by Google is the Consumer Barometer.

What is Consumer Barometer?

The Consumer Barometer is a free tool provided by Google that will help you understand how people use the Internet across the world. It consists of data from research studies conducted by Google in 50 countries.

What area of Research Studies does it cover?

It covers the following area of research:

    1. The Online and Multiscreen World – With people using multiple devices (smartphones, tablets, PCs ), the Online & Multiscreen World helps marketers and planners understand when, how and why people use the Internet. For example, if you are exploring mobile advertising, i.e. advertising your products on mobile devices, then the following mobile channels will give you a good insight into where you should place your Ads.
    2. The Smart Shopper -The Internet plays a key role in the consumer journey for many product categories. The Smart Shopper shows how marketers can reach customers at key decision-making moments across 20 products. For example, if you are considering e-commerce and wondering if a Mobile App will be a good option for users in your country to use for making their purchases, then The Smart Shopper information will give you a glimpse into the consumer behaviour. Below is an example of the search result showing the device that people in Singapore use to make their online purchases.
    3. The Local Business Shopper -The Local Shopper helps businesses to understand where and when people look for local information and what type of information is most relevant, thereby enhancing their advertising strategies.  Knowledge of this enables small and medium-sized businesses to use Location-based advertising to successfully attract consumer attention. Below is a sample result from Consumer Barometer. With such data, a marketer will know what are the information they must place on their website to make it readily available to users and which of the web pages to add promotion information.
Consumer Barometer results on Local Information search.
Information that people search for on Local Businesses.
  1. The International Shopper – If you are in the retail business and you are wondering of you should take the e-commerce path and if you are looking to expand your market internationally, then  The International Shopper section will allow you to explore the possibility of new customer bases by identifying motivations and barriers for cross-border purchases. Here is a sample of the result from Consumer Barometer on the types of products people in Singapore buy online.

Methodology used

Data in the Consumer Barometer is pulled from two sources – the core Consumer Barometer questionnaire, which is focused on the adult online population, and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results. For more information on survey methodology, click here.