The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Virtual Reality is the next frontier - don't leave your consumers behind

Virtual Reality is the next frontier - don't leave your consumers behind | The Insight Files | Scoop.it

Virtual reality is being heralded as the next frontier in advertising, marketing and storytelling. Global search interest in VR grew nearly 4 times over the last year alone, according to Google data. However, there are still many consumers who are yet to try the technology. This article outlines for ways to ease consumers into VR experiences, along with recommendations for marketers looking to do the same:

 

  1. Experience with multiple entry points.
  2. Guide people through the experience.
  3. Crate simple mobile experiences.
  4. Don't forget about desktop.

 

The best campaigns invite people in with simple, compelling and engaging experiences that are easy to access and enjoy on multiple platforms.

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Online video trends to inform your 2017 media plan

Online video trends to inform your 2017 media plan | The Insight Files | Scoop.it

Consumers are spending more time on more devices with more focus and passion for online video than ever. Here's the latest data from Google on YouTube's role in this landscape:

 

  • On mobile alone, in an average week, YouTube reaches more 18-year-olds during prime-time TV hours than any cable TV network.
  • For their favourite content, one screen isn't enough with 85% of adults aged 18-49 using multiple devices at the same time. In fact, two-thirds of YouTube users watch YouTube on a second screen while watching TV at home.
  • Half of 18- to 34-year-old YouTube subscribers would drop what they're doing to watch a new video by their favourite creator.
  • Advertisers on prime-time broadcast TV could have reached 56% more 18-49-year-olds by also advertising on YouTube.
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Travel Trends 2016: Hot spots and new consumer insights

Travel Trends 2016: Hot spots and new consumer insights | The Insight Files | Scoop.it

As more travellers turn to Google and YouTube, marketers now have greater access to consumer insights - who are they? Where do they want to go? How do they make decisions? While the reasons people travel haven't changed considerably from year to year, the paths people travel before they travel have been transformed. Consumers increasingly turn to mobile to get itinerary ideas, compare flight fares or reserve experiences. To build a complete view of path to purchase trends, Google partnered with Sojern to layer on the company's booking data from 350 million anonymised traveller profiles. The result: an unprecedented look at the traveller customer journey based on intent signals across online, mobile and video channels. Find out more.

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Consumers across Asia Pacific turn to their mobiles in moment of need

Consumers across Asia Pacific turn to their mobiles in moment of need | The Insight Files | Scoop.it

How are consumers across APAC turning to their smartphones in their moments of need for information and inspiration? Google has partnered with IPSOS and TNS to learn more about Asia Pacific consumers' intent-rich moments when they turn to their smartphones to learn, discover or buy something. Among the key findings include:

 

  • Singapore has the highest smartphone penetration in APAC.
  • India has the second largest base of Internet users around the globe.
  • Indonesia is stated to become the largest e-commerce market by 2025.
  • South Korea has seen a dramatic jump in the number of people who own smartphones.
  • In Japan, more searches happen on mobile than on desktop.
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Google offering virtual Great Barrier Reef tour

Google offering virtual Great Barrier Reef tour | The Insight Files | Scoop.it

Google has given travellers goggles, as the street view goes off road and underwater, mapping parts of the Great Barrier Reef. Consumers can now dive parts of the World Heritage listed marine park from their desks at work thanks to a team of scientists who have created a specially designed underwater camera capable of capturing 360-degree images of the Reef. The project to map the reef is part of the Catlin Seaview Survey, launched in California, and scientists will spend the next three years compiling a visual record of the world's reefs that will be explorable by everyone via Google Maps. Find out more.

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4 moments every Australian marketer should know

Consumer behaviour and expectations have forever changed. With powerful phones in our pockets, consumers do more than just check the time, text a spouse or catch up with friends. They turn to their phones with intent, expecting brands to deliver immediate answers. It is in these I-want-to-know, I-want-to-go, I-want-to-do and I want-to-buy moments that decisions are made and preferences are shaped. Google surveyed smartphone users across Australia and found that they access the internet more often but in shorter bursts. 85% have used their phones for at least one of these four types of micro-moments in the last four weeks. Find out more.

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The 100 most popular Google keywords

The 100 most popular Google keywords | The Insight Files | Scoop.it

What keywords on Google are searched the most? Branded terms like “Gmail” and “Craigslist” are frequently searched, and are a common point of reference for users. But what about non-brands? What about true keywords that, undoubtedly, are the aim of many traffic-thirsty SEOs across the world? This was the question that Siege Media sought to answer, with the help of the keyword research tool SEMRush. Find out more.

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Viewability insights for digital marketers

This presentation reveals viewability insights for digital marketers and publishers, underlying the importance of being seen in an increasingly competitive and cluttered space. Google has conducted research using Active View technology to learn about the current state of viewable impressions on the web. This report highlights the trends Google discovered in analysing the research data to help advertisers and publishers formulate their viewability strategy. Click here to view the full report.


Via Soraia Ferreira, Ph.D.
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Google Glass – the Next Big Thing in the travel industry?

Google Glass – the Next Big Thing in the travel industry? | The Insight Files | Scoop.it

Google's suite of web and mobile-based services are continuing their penetration into travel industry. But with the launch of Glass, Google's most hi-tech product yet, the ramifications for the sector are huge.

 

Find out more here: http://www.tnooz.com/Google-glass-The-next-big-thing-in-travel-industry

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Google Flight Search adds global routes and first online travel agency links | Tnooz

Google Flight Search adds global routes and first online travel agency links | Tnooz | The Insight Files | Scoop.it
Six months after its initial beta launch, Google Flight Search has added dozens of global airlines and international flights to more than 500 airports.

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How consumers use their devices

How consumers use their devices | The Insight Files | Scoop.it

In a mobile-first world, people expect answers at their fingertips. They turn to the nearest device to make a decision, learn something new or get accomplished. In a mobile world, it's critical to understand your customer's context. Here, Google has collated new mobile trends and insights into what people are doing across screens.

 

  • In a given day, 80% of consumers use a smartphone, with 57% using more than one type of device.
  • Only 27% just use a smartphone; and only 14% just use a computer.
  • Nearly 40% of people search only on a smartphone in an average day as they look to meet immediate needs.
  • As a result of this shift, more Google searches are happening on smartphones than computers.

 

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Think with Google: Mastering mobile

Think with Google: Mastering mobile | The Insight Files | Scoop.it

By 2021, an expected 6 billion people will have access to the internet and most of them will be accessing it through a smartphone. Every day around 3.4 million people get their hands on a new internet-connected mobile device. To help advertisers better understand the best practices in mobile UX and site speed, Google undertook a project to benchmark 316 mobile sites in the travel, retail and finance verticals across Europe. Usability and speed are essential to a positive customer experience, with 30% of consumers expecting a one second or less page load, with 18% expect instant page load. Find out more.

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The cities seeing the fastest rise of travel-related Google search interest 

The cities seeing the fastest rise of travel-related Google search interest  | The Insight Files | Scoop.it

Google has combined its data on travel-related search behaviour with data from Sojern, a performance marketing engine, to analyse traveller research patterns. It turns out that Reykavik, Havana, Toronto, Mexico City and Tokyo had the fastest rise of travel-related Google search in the first half of the year. Sojern has collected anonymised booking data from 350 million travellers. Google has overlaid its own data to reveal the demographics and psychographics of who is typically researching particular destinations. Google has the capacity to use its data to paint a broader picture of consumer behaviour than individual travel brands can. Find out more.

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Panos Fotiadis's curator insight, November 8, 2016 2:49 AM
Some unexpected findings...
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How micro-moments are reshaping the travel customer journey

How micro-moments are reshaping the travel customer journey | The Insight Files | Scoop.it

Google has released new consumer research on the four travel micro-moments changing how people plan for and experience travel. A trip was the largest discretionary purchase last year according to nearly 60% of leisure travellers. Before making this investment, travellers are taking time to research all the possibilities. Over 40% of travellers say they bounce back and forth between dreaming about and planning their next trip - zooming in on the details for one destination and then zooming out to reconsider all the options again. And more and more of this time is spent researching the details of trips on mobile. Find out more.

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Australian TV advertising in a skippable world

Australian TV advertising in a skippable world | The Insight Files | Scoop.it

In the digital age, viewers have countless ways they can ignore or skip ads. Google has released new research on how Australians engage with TV ads. Google partnered with Ipsos and its eye-tracking partner, Objective Experience, to see how Australians' TV ad-viewing behaviour has evolved. They conducted in-home research in which participants wore eye-tracking glasses during their regular TV viewing sessions and collected data on how they watched (or didn't watch) ads. The data was coded at eight frames per second across 529 ad breaks. This breakthrough research offers insight into a question on the mind of all advertisers: Are people watching my ads? Download the infographic here.

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The most viewed travel YouTube videos of 2015

The most viewed travel YouTube videos of 2015 | The Insight Files | Scoop.it

With nearly 88 million YouTube views, Air France's "France is in the air" is the most viewed travel video so far this year. Google and YouTube recently compiled the most viewed travel videos of 2015 - of the top 10, four come from airline or aviation related companies and three were produced by hotel or hospitality companies. The ten videos combined nearly 170 million YouTube videos alone. Watch the ten videos here.

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The products most Googled in every country worldwide

The products most Googled in every country worldwide | The Insight Files | Scoop.it

In popular culture, certain countries are stereotypically associated with certain products - beer in Germany, carpets in Turkey and electronics in Japan. But those things aren't what people are really searching for. Fixr.com has put together a map of the world with the most-Google object in each country. While the results are far from scientific, they say a little bit about how countries are perceived. Among some of the fascinating results include:


  • People want to know how much IVF costs in Australia.
  • People want to know how much a vasectomy costs in New Zealand.
  • People want to know how much a patent costs in America.


Find out more.

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Interview: The Puppet Master Pulling the Strings of Google Travel

Interview: The Puppet Master Pulling the Strings of Google Travel | The Insight Files | Scoop.it
Richard Holden, who heads Google's product teams in travel, likes the company's progress, and now is focused on filling gaps in flight and hotel content.
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50% of Ads Will Go Online in the Next Five Years

50% of Ads Will Go Online in the Next Five Years | The Insight Files | Scoop.it
Ads are part of the very fabric of our society, and have been for years. But ad execs want to stick with what works: It’s why the bulk of today’s industry ad budgets are still pointed at traditional mediums like television, print and the like.

Not for long, according to Google SVP and chief business officer Nikesh Arora, in conversation at the D: Dive Into Media conference on Tuesday.

“There’s currently about $800 billion in the global advertising market today. That’s a very large number, but online advertising accounts for less than $100 billion of that number,” Arora said. “There is a reasonable probability that over 50 percent of advertising goes online in the next five years.”

Ambitious, to say the least. We’ve been stuck in the same model for the better part of the past century, and companies like Google have spent the last decade trying to convince the ad industry that, yes, the Web can indeed make you money. That’s exactly what YouTube’s Robert Kyncl has been pitching with the online video arm of Google and its channels initiative, not to mention Google’s other potential ad businesses (which have indeed been successful).

Funny, considering Arora wasn’t about to say what online advertising would look like 10 years from now. He just knows that whatever it’ll look like, it’s going to be successful.

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