Google sheds light on connected Brits with Consumer Barometer 2015

Google has launched the Consumer Barometer 2015, a free tool for marketers looking for the latest consumer insights to support planning in a fast changing digital landscape.

The Barometer highlights changing patterns in how people around the world use the internet, their smartphones and how they search and shop online, and reveals some interesting trends about how UK consumers differ in how they research and buy offline and online, compared to other countries and demographics.

The study found that the UK, for example, is one of the most connected countries in the world, finding that 71% of Brits own a smartphone compared to the European average of 61%.

The average UK consumer owns 3.3 devices in 2015, up 10% from 2014, with 28% using five or more devices, according to the study.

Naturally, given the number of devices owned, Brits are frequent internet users, with 85% going online at least once a day. That figure rises to 92% amongst those under 44 years old.

Entering its fifth year, the scale of the tool enables users to compare digital, mobile, video and shopping habits across 56 countries, including tech-savvy Britain.

Peter Cory, Agency Sales Director at Google, commented: “Consumer habits are changing fast, making it challenging for brands to understand and predict how and when it’s best to reach them.

“In the UK alone, we’ve seen significant increases in the number of devices owned and that’s having a direct effect on the way consumers conduct their day-to-day lives – how they consume media, how they research products and how, when and where they buy.

“The updated Consumer Barometer will help marketers understand and compare changing consumer behaviours and better plan their local and international media strategies.”