DAC Group Inc. Releases Results of Annual Kantar Consumer Search Behaviour Study

Mobile Climbs as Consumers Continue to Adopt Online Purchasing Habits; Brands Slacking in LLM

TORONTO, Feb. 5, 2014 /CNW/ - DAC Group and Kantar proudly release the results of their latest consumer search behaviour survey. In its fifth year, the comprehensive study uncovers trends and improves the understanding of consumer media usage in Canada and the US. Results in the categories of general consumer search behaviour, mobile, and social search show steady trending in digital adoption.  Slight variances in findings uncover unique needs highlighted in select sectors. Overall insights gleaned reinforce the need for today's Digital CMO to take a strategic look at online consumer conversion strategy.

"Now, at the five year mark, our Search Behaviour Study irrefutably indicates that brands benefit from multi-faceted digital marketing campaign plans that includes highly-targeted SEM, SEO, Local Listing Management (LLM) and Display strategy to support consumer online conversion." says, Nasser Sahlool, VP, Client Strategy, DAC Group. He went on to say, "Once a simple add-on, online digital is now a proven high-performing element in earning a piece of consumers' wallets."

Key DAC/Kantar Findings (Canada):

• Consumers continue to show greater confidence in "organic search" results over pay for click
• Consumers prefer mobile browsing compatibilities over mobile app availability (by a factor of 9)
• 60% of Canadians search for local business information at least once a week (27% at least a few times a week)
• Over one third of consumers find maps/location information important in results
• 86% believe that reviews of local businesses are important in their decision making process
• 48% are conducting searches directly through search engines like Bing, Yahoo and FireFox or Google (opposed to searches within company websites or directory listings)

Mobile

• Clicks to Bricks relationship remains entwined (65% of consumers searching on mobile devices go directly to a brick and mortar location to complete their purchases)
• Age remains a dominate factor in media use differences among consumers i.e. resources; tools
• 63% agree that seeing a business show up in multiple places increases its perceived credibility
• 40% of mobile users reported finding inaccurate business information online (a YoY increase and area for brand management attention)
• 94% of searchers prefer mobile browsers over mobile apps when searching
• 72% of mobile searches are done on Smartphones
• 85% of Smartphone users find local map inclusion in results somewhat important

Social

• 47% of social media searches (by brand) are driven by deals, promotions and sales. While, 34% of mobile social users reported they do not visit brand social media sites at all
• 86% reported that rating and reviews were an important factor to them when making a purchasing decision
• 37% reported they were likely to post about a purchase they've made to their social media network
• 46% of consumers reported contacting customer support as their preferred method for dispute resolution (expressing an interest that 1:1 customer service hold a place within the purchase cycle)

Print Yellow Pages (PYP) continue to support double digit lead generation for many brands: auto part and repair (13%/17%), bankruptcy (9%), hotel and motel services (5%), HVAC (16%), and restaurant (18%) and retirement homes and communities (12%).

Reports that consumer confidence is on the rise* across the board for 2014 and a reported rise in online consumer spending of 14.54 percent** in December 2013 indicate that with accurate online management online retail is well-positioned for a successful year in consumer spending.

Numerous 2013 year-end studies throughout Canada and the US reported a growing commitment to digital marketing investment by CMOs in 2014. Digital media agencies, marketing communications consultancies and traditional ad outfits are announcing expanded specialty services and emerging practice groups in an effort to attract budget dollars.

Interview Opportunity:
To complement the results release, DAC's VP of Client Strategy, Nasser Sahlool is available for comment, to elaborate on the findings and to discuss the opportunities these findings present.

*Investors Group and Harris Decima, 2014
**2013, Monaeris Spending Report, reported increase over the same period in 2012
DAC Group/Kantar Survey: Sample Size: 2,038 Canadian adults 18+ (Margin of Error = +/- 2%)

About DAC Group
Founded in 1972, DAC Group has grown to become one of the largest and most successful digital and directory advertising agencies in North America with offices in Toronto, Montreal, Vancouver, New York, Rochester, Louisville, and Cleveland. DAC Group combines consumer insight, proprietary technology and media expertise to create innovative marketing and lead generation solutions. A leader in developing ROI based strategies; DAC Group drives business and revenue via local, regional and national programs that integrate a broad range of online and offline channels, including search engines (SEM/SEO), directories, social and mobile media. The agency is owned by its management. www.dacgroup.com

Image with caption: ""Now, at the five year mark, our Search Behaviour Study irrefutably indicates that brands benefit from multi-faceted digital marketing campaign plans that includes highly-targeted SEM, SEO, Local Listing Management (LLM) and Display strategy to support consumer online conversion." says, Nasser Sahlool, VP, Client Strategy, DAC Group. (CNW Group/DAC Group)". Image available at: http://photos.newswire.ca/images/download/20140205_C7472_PHOTO_EN_36237.jpg

SOURCE: DAC Group

For additional information and/or discussion please contact:
Jennifer McCrindle / 416.492.3214/1800.361.4322 ext. 6350
[email protected]