How Australian consumers do… stuff

April 10, 2016

Recently stumbled across Google’s Consumer Barometer Tool, and its Graph Builder. Essentially you pick some filters:

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And then check out the questions to get data for your audience! Annoyingly there are a few issues with the MUSIC filter… It doesn’t explain what counts as a MUSIC product purchase (not mentioned in their methodology but I’m guessing anything from a $0.99 iTunes single to a $400+ SITG ticket, but does it include things like instrument apps, metronome apps, instruments from eBay, sheet music etc.?) and that some questions don’t have enough responses from MUSIC users to have any data!

That aside, it’s a pretty cool insights tool, and probably works a dream if you’re in the US or a clothing retailer in Australia. Check it out here, and below are a few things I found interesting if you are too lazy to have a dig around:

  • Music was the second most watched video genre watched by users in their last session, with 28% of all Aussies (note: without the MUSIC filter) surveyed saying yes to this. Comedy was king at 29%, and TV shows sat at 23%. Everything else including beauty & fashion, health/fitness/exercise, how to videos and the like trailed far behind.
  • Users were more likely to watch videos in the evening regardless of the day of the week… Definitely something to note when advertising video content or with YouTube advertising on a limited budget.
  • Australians who purchased music last were slightly more likely to have heard of the product through advertising (14%) compared to all Australian purchases regardless of type (12%).
  • The MUSIC filter also worked on the question, ‘On what type of website did people make their online purchase?’ Stats below… I’m assuming download portal means iTunes, Bandcamp and the like. What really surprised me was that more of the users purchased from the record label over a record shop, but it should be noted that the survey pool on this Q was a measly 200 users. Hardly accurate for consumer behaviour of all Aussies but interesting nonetheless.

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