Samsung tops Google search for mobiles from Jan-Oct 2012

Samsung, Nokia, iPhone, Sony and HTC are the most searched technology brands in mobile phones category on Google search between the period January 2012 and October 2012. And the most searched tablets during this period include Ipad, Aakash, Samsung, Micromax and HCL, stated a tech shopper report by Google India and AC Nielson.

The report highlighted that Internet is now second only to TV to create awareness influences behavior of buyers particularly for electronic products. And the easy access to internet is shaping the shift in consumers' behaviour, The report said that the 7 out of 10 buyers know the exact brand and model they want to buy with the help of online research before entering the store.

The impact was highest for tier 1 and tier 2 city consumers with 83% respondents. The use of mobile phones for online research, with 46% respondents saying that they used mobile internet for research and 22% of tier-2 consumers used mobile as the sole device for accessing internet for research.

Rajan Anandan, VP & Managing Director Sales & Operations Google India said, “This study brings to light two important facts â€" first, Internet as a medium has gone mainstream and not only does it help in creating awareness and consideration but it is substantially impacting decisions of final purchases, which was traditionally the role of point of sale and in-store sales people. The retailers' ability to influence a buyer's mind is diminishing and companies need to look at engaging buyers online about their products and offerings. Secondly, the Internet is impacting decisions in tier 2 cities as well and mobiles are emerging as a strong medium.”

He further added, “While the technology vertical is one of the early adopters of digital advertising medium but there is tremendous scope and opportunity for players to fully leverage the digital medium to engage buyers online including mobile - which is growing faster than the PC.”

The study also looked into the price range of different products for which buyers undertake online research and the report revealed that the research intensity was higher for high value products. In the mobile phones category, the research intensity increased when price exceeded Rs 7,000, for laptops when the price exceeded Rs 30,000 and Rs 40,000 and for TVs when the price exceeded Rs 30,000.

The study also looked into the kind of products that most buyers searched for online and among high value purchases - laptops (54%) emerged as the most searched product category, followed by mobile phones (39%), digital cameras (38%) and televisions (33%). When asked about the reasons to visit the stores to purchase a product, buyers said that they wanted to get the 'look & feel' of the product, check if there are any deals available, negotiate for price, get details on guarantee, get more information on the selected model and some installation advice.