The document discusses how customers are changing and the implications for marketing and distribution. It shows that customers now do significantly more online research on sites like Google before making purchases. Charts show a large increase from 2010 to 2011 in the number of travel sites visited and time spent researching online. The document also discusses how customers can be categorized as dominant/impulsive or analytical/reliable and the rise of smartphones and decline of basic mobile phones.

1. It’s All Coming Together
The Changing Customer and What They Mean to
Marketing and Distribution

35. Sites Visited - All E-commerce
30
22.5
15
7.5
0
2010 2011

36. Sites Visited - All E-commerce Sites Visited - Travel
30
22.5
15
7.5
0
2010 2011
Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/

40. Dominant Impulsive
Fast
& Ambitious & Enthusiastic
Analytical Reliable
Slow
& Organized & Predictable
Head Heart

65. Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012

68. Smartphone Mobile phone
7,000
6,000
5,000
4,000 953 Million 6.1 Billion
3,000
2,000
1,000
0
Total Subscriptions - Q4 2011
Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012

69. Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012

73. X

74. Top search term
prior to booking? 25
“Price”

77. Why buy
from you?

78. Thank you 29
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