2023 Google Consumer Insights

In Motion Brands

As a certified Google Partner, In Motion Brands (IMB) is provided consumer research by Google not readily available to the broader market. Google has just released their latest Consumer Insights via 5 reports covering 30 pages. We have analyzed each report to provide to you the key findings and the sources. The summary of Google’s latest release if available below:

  • Majority of shoppers in all markets (70%) are concerned with the rising costs of the items they need/want

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, AR, CO, BE, CL, PE, SE, NL, DK, FI, NO, PL, ~n=500–1,000 online consumers 18+ per market, Jan 5–10, 2023.

  • Only 38% of consumers are comfortable with their financial situation heading into 2023

Google/Ipsos, “Holiday Shopping Study” weeks of Oct 13–19, 2022, and Oct 20–26, 2022, online survey, US, n=1,265, online US 18+ who shopped for the holidays in the past 2 days.

  • 73% of consumers are more conscious of their shopping decisions because of rising prices

Ipsos Essential Report, n=10,036 adults aged 18–74 in CA and the US and 16–74 in AU, BR, CN, FR, DE, IT, SP, IN, JP, MX, RU, ZA, KR, and UK, Jan 5–10, 2023.

  • On average, 31% of shoppers faced with rising prices are being more deliberate in what they spend their money on and are making fewer impulse purchases

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA,KR ~n=500–1,000 online consumers 18+ per market, Jan 5–10, 2023.

  • Heading into the new year, the majority of consumers (60%) are only focused on shopping for essential items

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR ~n=500–1,000 online consumers 18+ per market, Jan 5–10, 2023.

  • 37% of consumers are buying things now that they don’t need until later because they think the prices will increase further

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR ~n=500–1,000 online consumers 18+ per market, Jan 5–10, 2023.

  • 70% of US shoppers say that price drop notifications are important when it comes to shopping. This is especially true for millennials and Gen X.

Google/Ipsos, Shopping Tracker, US, 18+ who conducted shopping

  • 66% of US shoppers say that points/rewards systems are important when it comes to shopping.

Google/Ipsos, Shopping Tracker, US, 18+ who conducted shopping activities in the past two days, n=1,230, Dec 30, 2022–Jan 6, 2023.

  • 44% of consumers say they spend more time planning their in-store shopping trips, and 50% say they spend less time browsing in store.

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, ~n=500–1,000 online consumers 18+ per market, Feb 6–10, 2023.

  • 55% of consumers think online is better for providing helpful recommendations and suggestions.

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, ~n=500–1,000 online consumers 18+ per market, Feb 6–10, 2023.

  • 45% of US shoppers wish brands would help them shop more efficiently.

Google/Ipsos, Shopping Tracker, US, 18+ who conducted shopping activities in the past two days, n=1,230, Dec 30, 2022–Jan 6, 2023.

  • Having a website/app that makes shopping easier is important to 60% of US consumers – up from 47% who said the same one year earlier.

Google-commissioned Ipsos Consumer Continuous, US, n=1,000 online consumers 18+ per market, Feb 6–10, 2023.

  • About a third of consumers in surveyed markets are spending more time making decisions (30%), considering more brands (30%), and considering more stores/retailers (29%).

3 Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, ~n=500–1,000 online consumers 18+ per market, Sep 8–11, 2022.

  • In the past month, 47% of consumers in surveyed markets have purchased at least one new brand they’ve never bought before.

4 Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, ~n=500–1,000 online consumers 18+ per market, Sep 8–11, 2022.

  • 86% of consumers in surveyed markets say that online sources are helping them make more informed decisions about the things they are buying and shopping for, especially online search (45%).

7 Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, ~n=500–1,000 online consumers 18+ per market, Sep 8–11, 2022.

  • 51% of people in the US visit multiple websites before settling on what to buy and whom to buy it from.

8 Google-commissioned Ipsos Consumer Continuous, US, n=1,004 online consumers 18+ per market, Feb 6–10, 2023.

  • 15% of searches are new on Google every day.

1 Google Internal Data, Jan 2022.

  • When researching or gathering information for any purchase, 64% of consumers in surveyed markets say they regularly use Google Search as a source of information.

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, BR, MX, ES, ZA, ~n=500–1,000 at least weekly online consumers 18+ per market, Apr 6–10, 2023.

  • 44% of consumers in surveyed markets say they go to Google for information on the reputation of a brand they are considering. This is significantly higher than those who say they go to social media or the brand or company’s website.

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, BR, MX, ES, ZA, ~n=500–1,000 at least weekly online consumers 18+ per market, Apr 6–10, 2023.

  • Across surveyed markets, online search was used before 96% of in-store holiday shopping occasions

Google/Ipsos, “Holiday Shopping Study,” Oct 13, 2022–Jan 4, 2023, online survey, AR, AU, BR, CA, FR, DE, IT, MX, NL, ES, SE, UK, US, CL, CO, PE, BE, NO, FI, DK SK, n=79,338 in-store shopping occasions among online 18+ who shopped for the holidays in the past 2 days.

  • During the 2022 holiday season, 87% of holiday shoppers in surveyed markets said they used a Google/YouTube property to help with their shopping

Google/Ipsos, “Holiday Shopping Study,” Oct 13, 2022–Jan 4, 2023, online survey, AR, AU, BR, CA, FR, DE, IT, MX, NL, ES, SE, UK, US, CL, CO, PE, BE, NO, FI, DK SK, n=84,075 online 18+ who shopped for the holidays in the past 2 days.

  • When asked if they had used Google over the last two days, holiday shoppers across surveyed markets said they did so for brand and product information (65%), exploration of products and reviews (61%), and discovery and inspiration (59%)

Google/Ipsos, “Holiday Shopping Study,” Oct 13, 2022–Jan 4, 2023, online survey, AR, AU, BR, CA, FR, DE, IT, MX, NL, ES, SE, UK, US, CL, CO, PE, BE, NO, FI, DK SK, n=69,280 online 18+ who shopped for the holidays in the past 2 days and used Google.

  • On average, 43% of consumers say they are taking advantage of post-holiday sales

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, ~n=500–1,000 online consumers 18+ per market, Jan 5–10, 2023.

  • In 2023, about one-third of consumers in surveyed markets are most looking forward to reducing their household costs, looking for more deals and coupons, comparing prices and budgeting their spending

Google-commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, ~n=500–1,000 online consumers 18+ per market, Dec 9–12, 2022.

  • “In Google Search, we see that consumers are using descriptive modifiers to ensure that the information they get will be specific to their circumstances. This has made searches longer and more personally relevant. Why it matters. This type of hyperspecificity means marketers need to go beyond keyword targeting to reach consumers at the right moment.”

Contact us to request the detailed reports.

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