Smart buyers of Smart TVs in Russia. TV industry insights based on Google data
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1 Smart buyers of Smart TVs in Russia TV industry insights based on Google data
2 Summary 1. 84% of Russian Internet users use online for researching before purchasing TV sets. Three quarters of them claimed search engine was used during research. 2. Winter is high season in this industry. Starting from Q3 15 there are more searches from smartphones than from desktops. 3. Users usually consider 2-3 brands. Samsung, LG and Sony are most popular OEMs in 2015 and people often compare them. 4. If people don t know the brand they are looking for they are more likely to search for specific type of TV (LED, Curved etc.) or for a specific size of TV. Only 2% of generic TV searches are about high-end TVs like OLED, SUHD, UHD. 32- and 55- inch TVs are most popular ones 5. On YouTube russian users are looking for 3 types of TV-related content: a. how-to videos like how to connect smartphone to a TV b. simple generic searches like TV, smart TV, UHD etc c. reviews on specific TV models
3 95% of TV buyers research before purchasing Source: Google Consumer Barometer, Russia, 2015
4 84% of Internet users use online for a TV research What online or offline research did people do prior to their recent purchase of TV? Source: Google Consumer Barometer, Russia, 2015
5 Search engine is core online source for TV researches What online sources did people use to make a purchase decision? Source: Google Consumer Barometer, Russia, 2015
6 Interest to TV category grows by 40-50% every year. Last december category grew twice compared to Dec 13 Monthly dynamics of TV-related queries, %, 100% = number of queries in Jan 14
7 Oct-Jan is high-season in category: great opportunity to leverage with campaigns Average monthly seasonality of TV-related queries, 0% = seasonality on average month
8 In Q3 15 people started to search for TVs from their smartphones more often than from desktops Quarterly dynamics of TV-related queries by devices, Q Q3 2015
9 People consider 2-3 brands on average while researching for TV How many brands did people consider before product purchase? Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Source: Google Consumer Barometer, Russia, 2015
10 Volume of branded TV-related searches & probability of co-searches, 2006 Panasonic Panasonic Sony LG The closer 2 bubbles are the more likely that 2 TV brands were searched during same session Samsung Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
11 Volume of branded TV-related searches & probability of co-searches, Panasonic 2008 Sony LG Philips LG Samsung The closer 2 bubbles are the more likely that 2 TV brands were searched during same session Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
12 Volume of branded TV-related searches & probability of co-searches, 2011 Panasonic LG Philips Samsung LG Sony The closer 2 bubbles are the more likely that 2 TV brands were searched during same session Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
13 Volume of branded TV-related searches & probability of co-searches, 2013 Panasonic LG Samsung LG Philips Sony The closer 2 bubbles are the more likely that 2 TV brands were searched during same session Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
14 Volume of branded TV-related searches & probability of co-searches, 2015 Panasonic LG Philips Sony Samsung LG The closer 2 bubbles are the more likely this TV brands were searched during same session Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
15 In 2015 Samsung is #1 TV brand by number of searches in each subcategory... Share of branded TV-related searches by OEMs, %, HY 2015 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
16 Users like comparisons. Someone should tell them which brand is better Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
17 Users are researching for TV mainly by their characteristics rather than type Share of generic TV-related searches by types, %, HY 2015 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
18 Who people are searching for different types of TVs? All generic TV + Type TV + Smart 100% 36% 21% 5% 2% TV + Curved TV + UHD Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
19 People prefer 32, 55 and 42 TVs Indexed number of TV range-related searches, HY 2015 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
20 Here s what people look for on YouTube about TV. This cloud can be segmented on three parts...
21 Main theme on TV-related searches are about connecting different devices to TVs
22 Next - people are just looking for sor generic videos for inspiration
23 And finally, unlike usual search people look for exact models on YouTube
24 Thank you
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