Zero Moment of Truth Google/Shopper Sciences

Traditional 3-Step Mental Model of Marketing 2 First Moment of Truth Second Moment of Truth Stimulus Sign insurance contract Experience

Google Confidential Historical “Interrupters” of Three Moment Model

The New Mental Model of Marketing 4 First Moment of Truth Second Moment of Truth Stimulus Pre-shopping | In-store | In-home Sign insurance contract Experience

Google Confidential and Proprietary We asked insurance shoppers… When? Purchase Timeline What traditional and new media sources did shoppers use to help them decide on their insurance carrier? What? Source Usage How far in advance do shoppers start thinking about changing their insurance or renewing? Why did shoppers consult the internet? What information where they looking for related to the insurance selection process? Why? Information-Seeking How? Influence How influential were each of the sources in the ultimate decision making? 5 Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Objectives & Methodology How is insurance purchase behavior changing in a digitally powered world? What role does new media like mobile play in insurance decision making? How effective are traditional ads at changing actual purchasing? Online shopper surveys with interactive game-like construct Fielded in March 2011 in the US Adults who switched to a new insurance provider, purchased a new Auto or Home insurance policy or new Life insurance policy in the past 6 months 6 Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Google Confidential and Proprietary Purchasing an insurance plan is a very considered decision for shoppers. Q1Again, for the rest of this survey we would like to focus on your most recent transaction: PIPE IN FROM QS6. First, in TOTAL, how long were you thinking about [PIPE] before you actually completed the transaction? Base N=250 Length of Purchase Cycle Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Google Confidential and Proprietary Insurance shoppers used on average 11.7 sources of information to help them make their purchase decision 11.7 sources 26% average usage For any one source, on average 26% of shoppers used it. 8 Q2 When you were considering [INSERT], what sources of information did you seek out to help with your decision? Base N=250 Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Even among above average sources, ZMOT outpaces traditional avenues of research. Q2 When you were considering insurance options, what sources of information did you seek out to help with your decision? Base N=250 Sources Used – Above the 26% Average Usage Score Stimulus ZMOT FMOT Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Shoppers rely on ZMOT sources for insurance Q2 When you were considering [INSERT], what sources of information did you seek out to help with your decision? Base N=250 Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Apr 2011

Google Confidential and Proprietary Google Confidential consumers love mobile there are now more mobile devices than people in the US

Google Confidential and Proprietary Google Confidential smartphone usage is now mainstream by the end of 2011, 50% of Americans will have a smart phone

Google Confidential and Proprietary Google Confidential 1MM iPads sold in 28 days tablets are the fastest growing consumer device in history

Google Confidential and Proprietary so what are people doing?

Google Confidential and Proprietary Google Confidential we’re connecting...in entirely new ways

Google Confidential and Proprietary Google Confidential 5x growth in mobile search in the last 2 years mobile devices have become our “second brain”

Google Confidential and Proprietary Google Confidential finance-related searches from mobile expected to grow 20.3% 14.7% 9.5%

Google Confidential and Proprietary Google Confidential financial consumers increasingly rely on mobile 33M Source: comScore "The State of the U.S. Mobile Financial Services Industry," October 2011 use mobile to access banking info 18M use mobile to access credit card info 7M use mobile to access insurance info 10M use mobile to access brokerage info

Google Confidential and Proprietary Google Confidential invest in a mobile site 79 % of large online advertisers do not have a mobile optimized landing page

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