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Internet shopping stats, trends in Hungary – Google research (via TNS)web

Posted by Annplugged on August 6, 2009

Google has published its findings regarding online shopping preferences, trends in Hungary – the research panel has interviewed 1000 Hungarian internet users about their web purchase attitudes, preferences between Dec 2 2008 and Feb 3 2009. The results of the e-commerce and internet search are showing no or not much surprises I think. There is perhaps one single country specific purchase, but the bulk of the data is just what you would expect of a maturing market in the EMEA region.

Google Hungary research on online shopping

Google Hungary research on online shopping

In numbers and conclusions – internet shopping in Hungary 2008-2009

ROPO (research online – purchase offline) is more prevalent in Hungary than in more mature western markets

Research online before purchase is especially high regarding electronics goods (like the new favorite LED TV) and travel related items and services (most typically searching for cheap flights and airline tickets as well as accommodation). 72% of users check out options on the web before making their purchase decisions.

As for travel, tourism, less than half of the respondents, 48% completes the act of purchase online, while 24% of the users make up their minds based on the data they found online to make their shopping offline.

However, regarding electronic goods, the purchase in webstores is only 22%! In other words, even though internet research plays a crucial role (72%) in buying all kinds of electronic goods, TV, mp3 player, DVD player, home theater, what have you, only a fraction of that impact can be measured through web conversions, the rest of the shopping conversions will take effect in the B&M (brick and mortar) stores.

Geo-specific online shopping in Hungary: the success of the obligatory car insurance

Similarly to electronic goods and travel services, compulsory car insurance research on the web is popular amongst more than 75% of the users, out of which two thirds of them actually complete the purchase process online.

What do Hungarians use before buying goods?

Search (no surprise here either) – 88% of users use a search engine to find the desired goods before shopping. And as Google.hu is THE most popular search engine in Hungary with approx. 98% of share in the Hungarian search market, you can treat this number is 87-88% of potential buyers searching for goods on google.

Brand pages – official brand pages like nokia.hu or philips.hu have scored second with 54% in the popularity game. I was somewhat surprised by this result, as my gut instinct told me the second most popular search channel before purchase would be price comparison. But it is brand pages, there you go.

Retail stores – 49% – this is understandable, especially talking about trusted stores. Oftentimes users would like to see how much an item is going to cost for them. This vital information is not on a manufacturer’s site.

Shopping comparison / Price comparison – 48%. I wonder how western users use price comparison sites compared to manufacturer sites when it comes to researching and purchasing goods online, as my instinct tells me that shopping comparison is far more popular, but in Hungary brand sites outscored price comparison sites by 6%. Not a big difference, based on a 1000 respondents, but it is telling. As I have been working for the number 1 most visited Hungarian comparison shopping site (Árukereső), I think one of the reasons for this result is that users sometimes get confused about comparison shopping sites, they simply assume they are in another retail stores and wish to complete their purchase right on the site. Besides, another percentage of internet users in Hungary do not expect to get the updated fresh and detailed product information on price comparison or web retail shops, so they go the the manufacturer page (prices missing there, so it is in the early research phase I guess). Brands are brands after all, with a weightier brand value than most retails stores or comparison shopping sites or online auction sites have so far achieved.

Auction sites – 44%: Vatera and Teszvesz are the online auction sites in Hungary. We do not even need to say the two top, they are, period. In 2008 both were bought up (majority investment not total) by Allegro group (of Naspers), and in July 2009 Árukereső, the previously mentioned comparison shopping site has also become an Allegro group asset. That’s why one of the Hungarian twitter users was referring  to the  news that the local ebay in Hungary is in formation…

THE TAKEAWAY

As for advertising, it is pretty obvious that e-commerce companies, travel service providers, car insurance sites cannot live without working with Google (SEO for Google, AdWords PPC, SEO PR aimed at Google), but they are also dependent on shopping comparison sites (arukereso, argep, olcsobbat, depo, kirakat, shopmania – such a small country with 2-3 million users and so many comparison shopping sites, amazing right?). Other CPC tactics may include etarget (prevalent in a good range of content sites) and direct negotiations with major content sites (portals, catalogs, etc.)

PS: the illustration shows 4 columns representing the results for 4 products (digital camera, computer hardware, household equipment, and the 4th column is clothes and accessories). The vertical line (y axis) enlists the typical sources of information (TV, outdoor media, fliers, radio, direct mail, friends and family, papers, internet, earlier experience, browsing in the store, store assistant in shops, store assistant via remote communication)

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Posted in advertising, E-commerce, Emerging markets, Google, Google Adwords, Hungary, search, Search Engines, SEM, SEO, Shopping, statistics, users | 3 Comments »

Google AdWords Qualified Individuals and a Company in Hungary

Posted by Annplugged on December 11, 2006

So once you have turned your attention to the Hungarian market, and become interested in how to target potential customers interested in your products or services in Hungary, you may also wish to know who are holding official qualifications from Google Inc.

If so, here goes a continually updated list on the SEM professionals who are probably confidently managing Google ad campaigns.

Google AdWords Qualified Individuals:

  1. Laszlo Fazakas (holy squirrel, he’s my boss)
  2. Mihaly Bobaly (great scubadiver, too)
  3. Andras Szell (no extra info)
  4. Anna Sebestyen (gee, that’s me!)
  5. Eszter Vandor (team mate at Arcanian)

Google AdWords Qualified Company:

  1. Arcanian Consulting (great, that’s the company I work for!)
  2. no more yet.

The company is surely the first to be given this qualification in Hungary. Regionally (Eastern/ Central Europe), the first one seems to be Dobry web in the Czech Republic. As I couldn’t find any other companies entitled to the Google AdWords Qualified Company logo (checking Austria, Croatia, Slovakia, the Czech R., Poland, Romania, Bulgaria, Serbia etc.), I guess we take the silver medal. It is a guess, but a strong one. Do you happen to know about companies in the region with such qualifications? Please send me the links in this case (in comment, if it is more convenient).

Surely, the number of qualified Google professionals will steadily increase, and I hope to get info on who else to include in the list from Central Europe.

Note: last update on Jan 04 2006.

Posted in Accountability, advertising, Central Eastern Europe, contest, Emerging markets, Google Adwords, Hungary, Qualified professional, search, SEM | 2 Comments »

How many people use Google in Hungary? What about rivals?

Posted by Annplugged on December 3, 2006

According to Dennis Woodside, Google is used by 36% of the Hungarian web users (which is about 0,7-1 m users out of the 2-3 m Hungarian netizens, out of the 10 m people), in contrast to Poland where more than 80% of netizens use Google. The uneven distribution of Google’s popularity in Central and Eastern Europe should not come as a surprise at all: if local initiatives, national search engines are satisfying enough (and function as a multifaceted, one-off portal for the users in the given country, mostly ex-soviet block nations), they are more favored than Google (see the Czech), so Google Inc. needs to wait and use tactics adapted to local circumstances.
Right after google.hu, the second most popular ‘search engine’ (basically a catalog) in Hungary is Startlap (Starting page, literally) with 27% of the search volume pie, says Dennis.

Now the question arises: what does Dennis, or rather Google stats mean by the Startlap 27%?

If you open the catalog on startlap.hu, you can clearly see that Startlap uses two search engines, one called Tango (Hungarian development of Startlap in cooperation with Etarget) and the other one called Google.

picture-3.png

So it would be good to know how much of the 27% belongs to Google again. All the more as Startlap, as the main competitor of Google in the Hungarian search business, is gaining revenue by selling Google ads on its pages (search for AdSense) with the wide blue stripe and orange starlet of Startlap catalog.

picture-5.png

I am in really two minds about this issue: is it better for Startlap, which thus can generate more income for the site while providing better search results under its own logo by taking advantage of the Google algorithm, or is it better for Google by drilling into the Startlap empire and winning over ‘amateur users’ for Google? (by ‘amateur users’ I mean Hungarian internet users who are less tech savvy, and who tend to have Startlap as their default front page, plus their main search source)

I do not think that two market players consciously act like this, or have sized up the pros and cons of such a fused appearance as seen above. If so, Dennis would have mentioned this, or the director of Startlap at the Internet Hungary conference (Oct 2006), or any of my professional acquaintances in the SEM industry (as Hungary is so small that gossip travels faster than some downloaded files).

But these are all assumptions. I’ll forward this blogpost to Dennis, and we will see how he reacts. Of course, I will kindly ask Startlap’s representatives on this slightly confusing issue, too.

Let me know if you experience similar semi-fused solutions in other (emerging) countries, please.

Posted in AdSense, advertising, Central Eastern Europe, Dennis Woodside, Emerging markets, Google, Google Adwords, Hungary, Lap.hu, rivalry, search, Search Engines, SEM, Startlap, Tango | 4 Comments »

Google AdWords Training on YouTube?

Posted by Annplugged on October 10, 2006

So now if training, let’s see what YouTube offers on AdWords tips and tricks. I am truly disappointed that free trainings are only available in the US, you lucky ones over the sea…) 🙂

As Inside AdWords says “The first round of AdWords Seminars will be offered in select cities: Los Angeles, San Mateo, Chicago, New York City, Miami, and Boston.” But they also call the attention to the continuation of the series for which updates are available by filling out a form
So back to YouTube, is there any long distance course? Well, the first trial for ‘AdWords training’ keywords was unsuccessful:

Video results for ‘adwords training’ No Videos found for ‘adwords training’
OK, let’s check ‘seminar’ The result is the same: Video results for ‘adwords seminar’ No Videos found for ‘adwords seminar’ All right (sigh). What about SEM training? Pops up 6 hits, but sadly enough, probably the closest one is ‘Boeing extreme landing training’ (maybe to do with landing pages)

How about search engines? That’s it! Promising list, good stuff just by the look of it: mostly SEO stuff (not overviewed clips, even if a guy called SageRock re/appears on almost every page uploaded by himself), then more popular stuff like the bizarre commercial for the Japanese search engine and another for Google Brain Talk search engine (the futuristic Google), one for a somewhat weak comedy entitled Ernest the search engine but at least it is short, and event snippets like the short recording on 2006 SES conference and the Google Dance.

I expect Google will not miss out on publishing the free AdWords course to let others get close to the know-how. will they? Oh, and a bit of foolproof tagging should help a lot. For me, definitely.

Posted in advertising, Adwords, clips, Course, Google, Google Adwords, search, Search Engines, search strategies, SEM, SEO, statistics, Training, Video, YouTube | 1 Comment »