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Google describes the Supershopper

Who are these supershoppers who do their research, identify their products and make their purchases at the speed of light?

Consumers the world over are now better informed and more efficient than they've ever been. Some of them have become supershoppers overnight. But what is the definition of a supershopper? And what does all this mean for online shops and stores?

1. They compare what different online shops are offering

Last year, a majority of consumers stated they were willing to buy from new shops. This phenomenon applies, particularly to the online world. Though usually loyal customers of physical shops and stores, more than three-quarters of m-shoppers are by contrast open to new shops and brands online. Why is this? Mobile phones make it easy to explore all options, with the where and the when of the customer's purchases having little importance.

"After searching on Google, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase from."

2. Their mobile phones are essential to them

The mobile phone has now become the supershopper's essential tool, one they view as an inexhaustible source of inspiration. Sixty-four percent of consumers carry out mobile searches to get ideas about what to buy before making their final purchase in a physical shop or store. Another fact worth noting is that one in four US consumers has watched a YouTube video to help them make a purchasing decision in store or on the website of the company concerned.

The use of mobile phones in e-commerce is not restricted just to the purchasing decision. Supershoppers also discover new brands and products via their devices: more than half of smartphone users have discovered a new company or product when doing a search on their mobile phone.

"Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into the shops."

3. They want the best but not necessarily the cheapest

Back in July, Google told us that what consumers are looking for are very high-quality products and services. And this is now truer than it has ever been. Mobile searches corresponding to 'best gift' and carried out on a particular national holiday increased 70% in the space of a single year, whereas those relating to less expensive gifts increased by around 35%.

"Mobile searches related to 'unique gifts' grew more than 65%, while mobile searches related to 'cool gifts' grew more than 80%."

4. The mobile phone is their new way of window shopping

Though increasing numbers of people are prepared to make purchases via mobile phones, we know that these devices are still mainly used as a means of exploring the products available in store. The figures support this trend: 76% of people who search for something close by on their smartphone visit a related shop within a day, and 28% of these searches result in a purchase.

Once actually in the shop or store, they expect the experience to be perfect.

"More than 40% of smartphone shoppers want retailers to automatically surface relevant information such as special deals, the location of items in the store, and related items."

5. The following are a few tips to help you reach today's supershoppers:

Make your campaigns really work for you: use a combination of searches and video advertisements to reach consumers via all the various media.

Create a mobile presence by using mobile device bid adjustments to ensure your brand appears; when people do their shopping is of little importance here. Where search campaigns are concerned, you can send mobile users to the correct pages on your website by using mobile URLs in your text ads.

Make your brand stand out with new keywords: consumers are more likely to discover new brands online. You can help them discover your brand and products by using audience targeting, such as TrueView for shopping. You can also use TrueView video discovery ads to target YouTube search pages relevant to your brand.

Monitor your budgets and check your click share daily to ensure you are not missing out on potential consumers who are ready to make a purchase.

Manage your bids efficiently and effectively: intelligent bid management enables you to improve the visibility and click rates of your campaigns.

AdWords Pilot, Pricing Assistant's predictive bidding solution, helps you manage the feed quality and performance of your campaigns and is the perfect tool for increasing your ROI.