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Conference looks at online order trends

In 2010, there were 1.8 billion people in the world with access to the internet. it’s now more like 2.4 billion. That’s according to Google’s Richard Robinson, who shared some insights into the new technology world with delegates at the BMF All Industry Conference.
On average, those who have smartphones will look at them 150 times a day. This has had the effect of democratisation of information, Robinson, who is director of B2B markets at Google, said. “It’s opening up transparency and pricing – anyone can find information online.

“Those companies that have adopted digital technology into their business are growing around eight times faster than those that aren’t.

“We are at the zero moment of truth: when people have a need, they now go online. This is disrupting traditional sales routes.”

There are merchants that are reacting to this, Robinson said, giving the example that when he searched online for timber products, the first results he got were not those of a national merchant – they were independent businesses. “There were 1.8 million searches for timber on Google from the UK last month. There are a lot of people looking for online products and services that merchants provide.

“Ask what tradesmen – your customers are doing: 70% of them described themselves as heavy internet users in a recent survey, 92% of tradesmen have also bought products for their work online. 80% are more likely to use a mobile device to access the internet at work than the average person.”

“There has also been dramatic growth in mobile and tablet searches – your customers are also using those devices to search. Bear that in mind.”

About Fiona Russell-Horne

Group Managing Editor across the BMJ portfolio.

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