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Portable Pcs Hopper Final
Portable Pcs Hopper Final
Understand
the consumer
buying process for
laptops, netbooks,
tablets and
eReaders.
iPad challenges
Kindle With so many Who will
new technologies… buy Netbooks?
What is the portable
PC of choice?
…where do iPad challenges
Kindle
600
33%
400
17%
6%
200
43%
0
Jan-07 Apr-07 Jul-07 Oct-07 Dec-07 Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10
-9% Laptop
-50% Netbook
49%
did not know exactly which type
of device they would purchase
66%
of netbook
29%
of tablet shoppers
shoppers consider consider another
another device device
20%
of laptop shoppers
consider another
12%
of eReader
device
shoppers consider
another device
iPad announcement
caused a decline
in tablet shoppers
considering
other devices
19%
54%
% of Laptop shoppers
considering Tablets
21%
Cross shop for
tablets peaked
9%
16%
following iPad’s
10% release…
1% 1%
Nov 2009 Jan 2010 Mar 2010 May 2010 Jul 2010
% of Laptop shoppers
considering Tablets
21%
14%
13%
16%
9% 9%
10%
…but has
1% 1%
since declined
Nov 2009 Jan 2010 Mar 2010 May 2010 Jul 2010
63%
13%
Netbook Shoppers
are 5x more likely to
consider a laptop
than a tablet
Same Day 8%
22%
Within a week
A few days 14%
1 - 2 weeks 25%
3 - 4 weeks 22%
33%
1 - 3 months 18%
69%
Within a
4 - 6 months 9% 43%
month
Internet
In-Store
Displays TV
52% 28%
Word of Mouth Sales Newspapers
55% Associates 19%
36%
Shopped, Bought Online Shopped Online, Bought In-store Shopped In-store, Bought In-store
Purchase 100%
10%
Process 90%
29% 30% 29%
80% 24%
70%
60%
27%
31% 37%
50%
40%
64%
30%
20% 39% 35% 31%
10%
0%
Online
influenced 89%
66% 65% 67%
24%
24%
31%
12%
Google Confidential and Proprietary
Source: Google/Compete Portable PC Shopper Study, October 2010, share of EOI Driven 21
Referrals from Search, July 2010
Portable PC Shoppers Are Heavy Searchers
Number of Queries
17%
18%
16%
3–4 22%
14%
5–9
2
10+
1
Shoppers who conducted 10+ search queries converted at a rate of 22%
The more a consumer searched, the more they utilized both branded and non-branded
terms
2 75% 8% 18%
1 78% 22%
18-34 (50%)
65% considering
3 brands or more
35-44
Of consumers considering
both netbooks and tablets,
consumers are leaning
towards tablet (37% vs. 25%)
• To address these objectives, OTX conducted an online Attitude & Usage survey among
consumers of technology products.
• All qualified respondents were US residents age 18+, have either full or joint decision
making power for electronic purchases and intend to purchase at least one of the
following in the next 6 months:
• Laptop
• Netbook
• eReader
• Tablet
• Each respondent was assigned into one of the product categories they qualified for and
answered a subset of questions specific to their assigned device.
• Interviews were conducted from July 29th - August 10th, 2010 yielding a total
Google Confidential sample of
and Proprietary
31
3849 respondents (evenly distributed by device).
Methodology
Google/Compete Portable PC Shopper Study
• Compete analyzed clickstream data from its community of 2 million US internet users
• Compete identified all sessions on selected industry sites from July 2009 through July
2010 in which consumers shopped for a Portable PC (Laptops, Netbooks, Tablets,
eReaders)
• Compete then analyzed the clickstream behavior of each research session to
understand the following:
– What products are consumers researching and deciding among?
– Where do consumers research before they make a purchase?
– What does the research and searching process look like?
– What are the demographics of consumers researching these product categories?
• Numbers and statistics provided by Compete may not match typical local web analytics
numbers
– Traditional web analytics are based on cookies and can therefore result in double counting
• Sites used in the analysis, such as manufacturers included in each category, can be
found in the appendix
• Search referred visits include those visits referred from: AOL, Ask, Bing, Google, Live,
Yahoo Google Confidential and Proprietary
32
Appendix
Sony Toshiba
Netbook Category
Acer Archos Asus Dell Fujitsu
Tablet Category
Apple Archos Asus Camangi Cisco
Toshiba Villiv
eReader Category
Aluratek Amazon Bebook Barnes & Noble Bookeen
Review
cNet BusinessWeek Buzzillions Consumer Reports Consumer Search Digital Trends
Microsoft PC
Engagdget Epinions Gizmodo Laptop Logic Laptop Mag Scout
Notebook Check Notebook Review PC Mag PC World Test Freaks Gadget Mix
Ebook reader
Netbook Reviews Table PC Review review
Price Comparison
Bizrate Calibex Deal News My Simon Nextag Price Seekers
Price Grabber Price Scan Price Spider Price Watch Retrevo Shopper