Google WPP KANTAR Connected Beauty Consumer Report 1 Compressed 1
Google WPP KANTAR Connected Beauty Consumer Report 1 Compressed 1
Google WPP KANTAR Connected Beauty Consumer Report 1 Compressed 1
consumer report
About WPP
WPP is a creative transformation company.
We use the power of creativity to build better
futures for our people, clients and communities.
About Google
Google India Private Limited is a wholly owned
subsidiary of Google. It is engaged in the business
of marketing, selling advertisement space and
rendering Information Technology Enabled
Services (ITES). About KANTAR
Kantar is the world’s leading evidence-based
insights and consulting company. We have a
complete, unique and rounded understanding of
how people think, feel and act; globally and
locally in over 90 markets.
Foreword
With more than 500M internet users and growing base of online
shoppers, businesses need to think beyond media and accelerate
their efforts to truly become digital first. The Beauty and Personal
care industry in India has taken early steps towards digital
adoption but unlocking the full potential is easier said than done.
Today the consumer journeys have become more complex and
buyers have access to an infinite aisle of products online.
Sanjay Gupta consumer behavior and the growing influence of digital platforms
on the overall beauty industry. With 9 out of 10 buyers getting
influenced by digital touchpoints, it is time for the industry to
Vice President, relook at the full value chain from identifying early trends,
creating engaging content and personalizing their offerings to
Google India assist the buyers and closing the sale.
We hope this report will help Brands consider how they can
reduce friction along the full purchase journey with technology
and drive the Industry to its next phase of growth.
CVL Srinivas also means, is that brands are constantly having to reinvent the
wheel, in order to keep up and stay connected with a consumer at
every touchpoint of their purchase journey.
India Country Manager, Our Connected Beauty Consumer study offers insights into the
WPP buying experience and mindset of the Indian consumer. The aim is
to help brands navigate through omni-channel complexities to
create and deliver a more meaningful and effective brand
experience to consumers.
Preeti Reddy
direction. The report is a synthesis by experts using data from
multiple sources, addressing key gaps in our data on the
consumer purchase process for beauty products. The
understanding is built through an in-depth primary research
CEO Kantar Insights, layered with information from Kantar’s syndicated data like World
Panel; Emarket Pulse among others.
South Asia
This report will help in decisions on personalization, in choosing
the right channel mix to influence consumers at various stages of
the purchase pathway, in understanding consumers from beyond
the Tier 1 markets and more. We learnt a lot putting together this
report and are sure you will find it useful.
● Market Landscape
● Consumer understanding
• It’s all about ”Me”
• Be online or be overlooked.
• Make it easy or be off the shortlist
• Deliver offline experience online
• Tech is the Future of Beauty
● Recommendations
• Business
• Creative
• Media
India is changing, driven by its population’s In order to understand what the Indian 2
India offers the 2nd highest
unabashed adoption of digital technology. beauty shopper wants, needs and internet user base globally with
expects from the industry - Google, WPP significant room for growth.
Digital influence has caused a sea-change in & Kantar have partnered to conduct a
1
the INR 73k crore Beauty & Personal care comprehensive research leveraging
industry, across Skincare, Personal Wash, Google trends, online content viewership
3
Haircare and Makeup categories. Online sales data, syndicated data from Kantar’s With 500+ million active internet
of beauty products are at an all time high and e-commerce & household panels. subscribers in 2020.
consumer expectations from brands have
seen a massive shift. In this report, we shall share insights and
recommendations to help beauty
A large population of connected consumers businesses develop a granular
and a dynamic content & creator ecosystem understanding of their consumers and Digital influence is driving choices.
has created an unprecedented opportunity their paths to purchase, while identifying
for brands. opportunities for growth
2019 by 2024
Beauty industry expected to grow One of the most profitable Internet commerce contribution for
faster than the homecare in CPG. categories in CPG. Beauty is 4X of the CPG industry.
Source : 1- Euromonitor estimates, 2020. The estimates used are updated post Covid. Beauty & personal care industry consists of hair care, skin care, colour cosmetics, bath & shower & sun care
as defined by Euromonitor for establishing market size, 2- Expert interviews & CPG company annual reports 3- Euromonitor data, 2019
Driven by confluence of megatrends &
1523
Covid-19 impact on
consumer behaviour 3
change in channel mix ,with Covid-19
expected to accelerate shift to digital “Stay at home" mandates have
driven growth in share of online
sales across categories.
Data users
850M
Millennial workforce
Millennial
dominance
Millennials:
45% of
Confluence of
Mega Trends Millennials:
64% of
Search interest in a personal
Rise of Internet penetration workforce workforce
wash product like soap is at a
Rising per capita consumption 3 year high.
$490
460M
167M FMCG:
Spending/
$350 capital
$250
new consumers
Vernacular Local languages preferred
while watching videos2.
Voice
Source : 1 & 2- Understanding India’s online video viewer, Think with Google article
3- Google internal analysis
The top 5 beauty categories online are skin
creams, shampoo, deodorant, bar soap and face
This is already getting reflected in wash - account for 3/4th of the total volume share.
15% 19%
Skin creams
India digital AdEx to grow at a CAGR of
40%1 25% to reach ~40% share of the
advertising pie by 2024.
12% 17%
Shampoo
Face wash
12% 10%
Consumer Survey across Syndicated databases like Google Search and Interviews with YouTube
Metro, Tier 1 and Kantar eMarketPulse, YouTube data analysis creators, industry experts
Tier 2 cities among GroupM media forecasts and creative leads
internet users & Euromonitor
Research Methodology - Survey We surveyed recent buyers
of makeup, skincare or hair care
products who made their purchase
within the month before the survey
We interviewed 1740 consumers in the age group 18-45 has been launched.
years in NCCS A and B across the three beauty categories.
(Each respondent was interviewed for one category only.)
Online interviews using CAWI (Computer Aided Web Interview) methodology were
conducted by Kantar amongst the target group in large towns – Delhi & Bangalore.
Survey was
mobile-friendly and took
Offline interviews using CAPI (Computer Aided Personal Interview) methodology were
about 15-20 minutes.
conducted by Kantar amongst the target group in smaller cities – Patna, Indore,
Jalandhar, Mangalore.
(All qualitative interviews were conducted in person.)
Metros
Proficient user of internet
(uses at least once a week). Tier 1 Bases for the numbers shown on charts are
highlighted in the footnotes as well as the country,
Tier 2 the product category and the question the figures
are based on.
Key findings
The purchase decision is 9/10 consumer journeys 2/3 consumers are not Online has moved beyond Consumer friction to rise
made largely in the upper having a digital loyal to one brand its traditional role as a further as they try to
funnel touchpoints. touchpoint. research medium to being complete the traditional
Brands with easy to find an important purchase offline activities online e.g.
Tier 1 cities have caught up YouTube has emerged as information on digital platform. lipstick try-on.
with metros in category the online beauty advisor platforms are more likely
engagement. with Google Search being to make it to the Solve for consumer pain Opportunity for brands
the gateway to discovery. consumer shortlist. points by investing in the to own these moments
“For me” goes beyond right platforms, creators & alleviate them with
gender to include season, Leverage online video by & technology. technology.
time of day, occasions etc. being present on the
video platform of choice
Gender divide in beauty is a & reinforce with a great
myth quality website.
Compare
Discover new Learn more Get final information
benefits
products about products & buy
9/10
consumer journeys were
Consumer quotes
“I searched about the Himalaya product
“I sought advice in my friend circle
about what should I use, and
looked at YouTube videos as well.”
on Google and also saw some YouTube
influenced by digital videos. But I did not find in-depth
information. Then I went to brand website
of Himalaya where I got details around
ingredients and packaging etc.”
“I also looked at reviews on
Amazon for some suggestions.”
Compare &
Discover & understand Buy Use
Consider
It is clear that consumers want to stay
100% updated with the latest trends.
Top box relevance %
80%
Discovering and following latest trends
60% is a critical moment in the journey. Given
this context, new brands could enter the
40%
72% market by placing themselves in the
20%
59% context of trends.
35% 32%
0%
Discover trends, understand Compare benefits Finally decide Use & learn how
individual needs & learn ,prices & get to apply
about products recommendations
Source: Q23: Please indicate how relevant each of these steps is for making the best purchasing decision for these products Base: 1740.
Confidential & proprietary
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use internet at least once a week & have purchased a beauty
product in the last 1 month
It’s all about ”Me”
Compare &
Discover & understand Buy Use
Consider
100%
Top box relevance % Discovering trends and understanding
80%
individual needs remains important across
Hair care
60%
Skin care the three beauty categories with Makeup
Makeup having the highest engagement across the
40%
71%
80%
68%
consumer journey followed by Skincare.
69%
55% 58%
20%
40% 40%
33% 35% 26% 32%
0%
Discover trends, understand Compare benefits Finally decide Use & learn how
individual needs & learn ,prices & get to apply
about products recommendations
Source: Q23: Please indicate how relevant each of these steps is for making the best purchasing decision for these products Base: 1740, Hair care: 671, Skin Care: 641, Make Up: 428
Confidential & proprietary
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use internet at least once a week & have purchased a beauty product
in the last 1 month
It’s all about ”Me”
Compare &
Discover & understand Buy Use
Consider
Tier 1 cities show similar levels of engagement
100% as Metros across the multiple stages of the
Top box relevance % consumer journey.
80%
Metro Brand should explore ways to leverage the
60% Tier 1 (10-40 lakh)
Tier 2 (<10 lakh)
significant level of engagement from tier 1
40%
81% 83% cities.
66% 71%
20% 50% 47% Possible solutions to drive consumer
39% 41% 40% 38%
engagement are ramping up advertising
14% 15%
0% investment, improving distribution focus &
partnering with relevant creators.
Discover trends, understand Compare prices, Finally decide Use & learn how
individual needs & learn benefits & get to apply
about products recommendations
Source: Q23: Please indicate how relevant each of these steps is for making the best purchasing decision for these products Base: 1690, Metro: 717, 10-40: 452, <10: 521
Confidential & proprietary
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use internet at least once a week & have purchased a beauty product
in the last 1 month
It’s all about ”Me”
100
“for me”
75
50
25
queries have grown ~3X2
in past four years.
Jan 1, 2016 Jan 1, 2017 Jan 1, 2018 Jan 1, 2019 Jan 1, 2020
Source: 1 - Google Trends data, IN, Beauty & Fitness, 2018 - 2019
Confidential & proprietary
2 - Google Trends data, IN, Beauty & Fitness, 2015-2020
It’s all about ”Me”
Avg. # Offline touch points used Avg. # Online touch points used
3 3
2 2
3.2 3.0
1 2.3 2.3 1
0 0
Male Female Male Female
Q6: Which of the following hair care products have you bought within the last one month ? Q7: Which of the
following skin care products have you bought within the last one month ? Q8: Which of the following make
up products have you bought within the last one month ? Q26: Do you use any of the online information
sources below to find information about beauty products, trends and news for_______
Q35: And do you generally look for information about products, trends or news about this topic at any of
these information sources? Confidential & proprietary
It’s all about ”Me”
100 100
75 75
50 50
25 25
0 0
Sep 1, 2019 Jan 5, 2020 May 10, 2020 Jan 6, 2019 Aug 4, 2019 Mar 1, 2020
Men continue to look for the best 3 Interest in hairstyles is sparked every year 4
Best for men Men hairstyle 2019 Men hairstyle 2020
100 100
75 75
50 50
25 25
0 0
Jan 7, 2018 Oct 28, 2018 Aug 18, 2019 Jun 7, 2020 Aug 5, 2018 Apr 21, 2019 Jan 5, 2020
Source - 1, 2 , 3 & 4 Google Trends data, IN, Beauty & Fitness, Jan 2019 - 30th Aug 2020
Confidential & proprietary
02.
Be online or
be
overlooked
93%
engage more than
50%engage weekly
33% engage daily
once a month
Q38 // Category engagement // How often do you spend time engaging with beauty content such as trends, styling, inspiration, product information, etc.? n= 1,740.
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use internet at least once a week & have purchased a beauty product in the
Confidential & proprietary last 1 month
Be online or be overlooked
Q: Which of these resources do you use to find information to…? Base: 804
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, Confidential & proprietary
who use internet at least once a week & have purchased a beauty product in the last 1 month
Be online or be overlooked
Q: Which of these resources do you use to find information to…? Base: 881
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use Confidential & proprietary
internet at least once a week & have purchased a beauty product in the last 1 month
Be online or be overlooked
58%
Preferred source to
29% 35% Marketers should specifically note
how much time shoppers spend in
I have visited a beauty I have purchased a
get beauty retailer as a result of a beauty product as a the search phase and that these
information (trends, search I did on Google result of search I did
products, brands, on Google Search consumers appear to be most
how-to etc.)
influenced by multi-platform
content and ads.
Q31: Which of these statements about Google Search do you agree with?
Q32: Which of these statements apply to the information source shown below.
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who
use internet at least once a week & have purchased a beauty product in the last 1 month Confidential & proprietary
Be online or be overlooked
50 50
25 25
0 0
Sep 1, 2019 Dec 22, 2019 Apr 12, 2020 Aug 2, 2020 Sep 1, 2019 Jan 5, 2020 May 10,2020
80%
growth in watchtime of
81%
engage with beauty
26%
purchased a beauty
beauty tips “for men” on creators on YouTube product as a result of
YouTube in the first half watching a beauty video
of 2019 on YouTube
Q33: Which of the following statements about videos on YouTube do you agree with? Q32: Which of these statements apply to the information source shown below?
Q44: Have you subscribed to a YouTube beauty-channel or do you follow any beauty-blogger or influencer on social media?
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use internet at least once a week & have
purchased a beauty product in the last 1 month
Google data, IN, Jan - Jun 2019 vs Jan - Jun 2018. Videos with “with me” in their title. Classification as videos was based on public data such as headlines, tags,
Confidential & proprietary
etc. and may not account for every such video available on YouTube.
Be online or be overlooked
Makeup
Consumers
turned to
YouTube for their Haircut Facial
beauty needs
during Covid-19
Consumers are in an
open relationship with brands
Q18: How would you describe your relationship to this brand? Base: 1740
Q23: Please indicate how relevant each of these steps is for making the best purchasing decision for
these products Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in
NCCS A & B, age group 18-45, who use internet at least once a week & have purchased a beauty Confidential & proprietary
product in the last 1 month
Make it easy or be off the shortlist
77% 41%
Fair & Lovely Dove Lifebuoy
(Brick and mortar stores)
Vaseline Clinic Plus Santoor
Ponds Head & Shoulders Lux
Boroplus Sunsilk Godrej No.1
Vicco Pantene Dettol
Q43: What types of online videos do you think are appropriate for information about the following topic? Base:1740
Q28: And do you ever watch online videos about this topic or product category on any of these websites or on TV? Base: 1660
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use
Confidential & proprietary
internet at least once a week & have purchased a beauty product in the last 1 month
04.
Deliver offline
experience
online
1.5
Avg. products bought
in L1M
1.4x
2.1
Avg. products
offline
bought in L1M
online
RQ1_a: Have you purchased any of the following beauty product in the last 1 month? Base: 1740
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use internet at least once a week &
have purchased a beauty product in the last 1 month
Q41: Which of these statements do you agree with when thinking about
purchasing or researching products in this category? Base: 1740
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740
people in NCCS A & B, age group 18-45, who use internet at least once a week
Confidential & proprietary
& have purchased a beauty product in the last 1 month
Deliver offline experience online
Q42: What are the advantages of online content and information about beauty? Base: 1740
Confidential & proprietary
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who use internet at least once a week & have purchased a beauty product in
the last 1 month
Deliver offline experience online
What beauty buyers ...and how brands can ...and what should
are missing... help online brands do?
Q41: Which of these statements do you agree with when thinking about
purchasing or researching products in this category? Base: 1740
Q42: What are the advantages of online content and information about
Confidential & proprietary beauty?Base: 1740
Deliver offline experience online
Meghna Bahuguna,
Engage with creators Creator YouTube
Q: Have you subscribed to a YouTube beauty-channel or do you follow any beauty-blogger or influencer on social media?
Confidential & proprietary
Base: 1740 Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45,
who use internet at least once a week & have purchased a beauty product in the last 1 month, Qualitative interviews of YouTube creators
Deliver offline experience online
100%
80%
60%
40% 81%
20%
33% 29%
21%
13% 11%
0%
YouTube Social Social Social Social No
media 1 media 2 media 3 media 4 subscription
New technologies
help to meet
buyers needs and
add value to the
online touchpoints 67%
virtual reality (all buyers)
Q47_cd: Would you be interested using this technology when engaging with beauty content?
Confidential & proprietary
Google/Kantar, Path to purchase of beauty products, India, Q3 2019. n=1740 people in NCCS A & B, age group 18-45, who
use internet at least once a week & have purchased a beauty product in the last 1 month
Tech is the future of beauty
Omnichannel play
Key findings
The purchase decision is 9/10 consumer journeys 2/3 consumers are not Online has moved beyond Consumer friction to rise
made largely in the upper having a digital loyal to one brand its traditional role as a further as they try to
funnel touchpoints. touchpoint. research medium to being complete the traditional
Brands with easy to find an important purchase offline activities online e.g.
Tier 1 cities have caught up YouTube has emerged as information on digital platform. lipstick try-on.
with metros in category the online beauty advisor platforms are more likely
engagement. with Google Search being to make it to the Solve for consumer pain Opportunity for brands
the gateway to discovery. consumer shortlist. points by investing in the to own these moments
“For me” goes beyond right platforms, creators & alleviate them with
gender to include season, Leverage online video by & technology. technology.
time of day, occasions etc. being present on the
video platform of choice
Gender divide in beauty is a & reinforce with a great
myth quality website.
YouTube has emerged as Invest in creating online digital presence for your brands
the online beauty advisor beyond media
with Google Search being
the gateway to discovery. e.g. YouTube channel, Brand website, Digital storefront
03.
Make it easy
or be off the
shortlist
Establish consumer loyalty and consideration by being the
Loyalty is at a premium. most helpful brand online by
Brands with easy to find
information are more 1. Leveraging online video to provide easy access to
likely to make it to the information about your products
consumer shortlist.
2. Leverage 1P data & integrate data from multiple sources to
have a single view of the customer
Confidential & proprietary
04.
Deliver offline
experience
online
Go beyond the main video assets A single campaign should address Beauty users are coming back to learn
of the brand as the consumer different stages of the customer journey how to use and master the product
journey is unique, fragmented and by providing different pieces of content they have recently purchased.
very high on discovery + research. for product demonstration, comparison,
tips & tricks etc. to ensure the user A brand can potentially build trust by
remains engaged throughout partnering on the entire customer
the journey. journey, even after purchase, with
the relevant content.
Media
recommendations
Media recommendations
Drive consumer Leverage intent Handhold consumers in Build trust online by Scale up experiential
preference with across the customer different stages of their partnering with marketing efforts on
personalised journey journey with video YouTube creators digital using
messaging. content that not just AR / VR / Voice
Brands should also informs, but also Measure success of
Expand your target focus on influencing educates. both online to online Build direct connect
consumer base basis early stages - the and online to offline with consumers through
interest from tier 1 discovery and Have a cohesive data using robust D2C shopping.
cities & drive reach understand phases strategy to build a attribution /
better understanding of measurement
the consumer journey models.
with solutions like Ads
data hub.
Expert & creator speak
“ Shopping for beauty products is changing drastically in this pandemic era – both
in terms of the kinds of products purchased and the way they go about their
journey. In a sense, it is also discovery of new products and brands to suit their
“ The world has opened up to beauty as an inclusive phenomenon.
Consumers have also woken up to the fact that it is about authenticity and
new lifestyles; like the increased demand for eye makeup vis-à-vis the more sincerity of brands as well. We have witnessed a change in the creative
popular lipsticks. Online is the first port of call when shopping for this category. landscape with an exponential surge of DIY content, while the media
And in current times, more consumers are moving the entire journey online – right landscape has changed with the emergence of loyalty to the experience.
up to purchase. Beauty is one of those segments that have a very high loyalty towards
influencers. This is a sector where subject matter experts score over
Technology will need to be used to make this journey seamless – from discovery celebrities and brands have realized the impact of advocacy.
of appropriate products to choice of the right ones for each consumer. Before
Covid times, consumers had the comfort of walking into stores and getting help While content and commerce go hand-in-hand to help complete the
from beauty advisors to try on products, experiment different shades, to make full-funnel, there is also an opportunity for a brand to be a publisher and
sure they were buying something that suited them. thereby act as a ‘Go to destination’ for all consumer needs. Leading on
search and organic viewing is also a big win for brands when it comes
Online retailers will have to use technology for creative ways to guide consumers to destinations.
through their choice process – interactive mirrors, advice from chatbots or
maybe even the option of turning on video chats with beauty advisers from the The usage of technology that enables users to engage with their desired
store. Adoption of higher order technology will become a critical determinant for product or brand whether it’s through content optimisation, interactive
video bots, apps, voice-based tutorials, face recognition, influencer
”
marketers and retailers to win in this post pandemic era.
commerce, conversational commerce or just plain filters; the options and
”
opportunities are endless just like the beauty products and hacks available.
Sushmita Balasubramaniam
Domain Lead CX & Commerce- South Asia,
Insights Division, Kantar Prasanth Kumar
CEO, South Asia
GroupM
Creative perspectives
Shaziya Khan
”
National Planning Director
Wunderman Thompson, India
“ Inbasis,who
my career as an artiste,I meet several women on a day to day
have totally given up on themselves or don’t give any
“ Main motivation is my passion towards the beauty field and
experimenting with beauty products. I want to share my
importance to self care. I want to reach those kinda women and personal beauty experience with the audience because I'm a
tell them it’s not too late. normal girl, so I know which are the common beauty problems
” facing common people.
Ashmita Karnani of Ashtrixx ”
Creator, YouTube Unnimaya Anil of Simplymystyle!!Unni
Creator, YouTube
“ Ifree
look for brands which are mostly made in India, chemical
and easily accessible. Rules include no fairness
“ I prefer any established brand which is not harmful to
people. Before doing a collaboration, I will use that
products, no products which make you feel less self product for minimum 2 – 4 weeks . If the Products is
worth with their campaigns. satisfactory only then only I'll introduce it to the audience.
” ”
Ashmita Karnani of Ashtrixx Unnimaya Anil of Simplymystyle!!Unni
Creator, YouTube Creator, YouTube
This study was undertaken by Kantar with support from Google & WPP. We would like to
thank Aditya Swami - Director of Agency Partnerships, Kaushik Dasgupta- Group Head of Photo Photo
Insights and Partnerships, Satya Raghavan, Director, Youtube Partnerships, India, CVL
Srinivas, Country Manager, WPP India & Sunder Muthuraman, CEO, Analytics Practice-
APAC & Global Chief Client Officer, Kantar for their inputs. Sunder Muthuraman Bhaskar Ramesh
The authors would also like to thank and acknowledge the contributions of Shreyash CEO, Analytics Practice- Director - Tech,
Sigtia- Industry head of CPG, Abhishek Saigal- Head of Consumer & Market Insights, India, APAC & Global Chief Client CPG, Auto, Media
Samir Singh-Industry Head, Agency Business, Namrata Keswani-Creative Partnerships Officer, Kantar & Entertainment
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achieving any purpose. Readers are responsible for assessing the relevance and accuracy of the
content of this publication. While this report talks of various companies and industries, neither WPP,
KANTAR or Google will be liable for any loss, damage, cost or expense incurred or arising by reason of
any person using or relying on information in this publication. This report is based on a primary
qualitative and quantitative research executed by Kantar. Insights from the primary research have
then been combined with Google search trends and Kantar’s industry intelligence. Unless otherwise
specified, neither party takes any responsibility of the data cited in the report. This report does not
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