A01 chaf6542 06 se fm indd

Online buyer 

behaviour

An assessment of how 

consumers and business 

people use the Internet 

in combination with 

other communications 

channels when selecting 

and buying products and 

services.

Psychographic 

segmentation

A breakdown of 

customers according to 

different characteristics.

Figure 4.3

Variation in number of sources on information used to inform buying decision by sector

Source: Google Shopper Sciences (2011).

Restaurant

CPG Health/

Beauty

CPG Gr

ocery

OTC Health

Cr

edit Car

d

Investment

Travel

Banking

Insurance

Tech

Automotive

Vo

ters

5.8

7

7.3

9.8

8.6

8.9

10.2

10.8

11.7

14.8

14.7

18.2

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Part 1  Introduction

19%

Tried a sample in the product in a store

Talked with a customer service rep on the phone

Looked at signage/display about the product in the store

Talked with a salesperson in the store

Read brochure about the product in the store

Looked at the product package in the store

Became a friend/follower/“linked” a brand

Read comments following an article online

Sought information from a retailer website

Read product reviews online

Sought information from a brand/manufacturer website

Comparison shopped products online

Talked with friends / family about the product

Searched online with a search engine

Saw an ad on an outdoor billboard

Watched a TV program that featured the product

Received mail at home from a retailer

Noticed ads online

Read an email received from a brand

Read magazine articles

Read newspaper articles

Saw an ad in a newspaper

Saw ads in a magazine

Saw ads on TV