Customer Segments

Geographic Dimension

• Highly diverse, as the internet is a universal tool
• More than half of Google search results are delivered to users outside of the US
• Google search and its products are available in more than 110 languages and ever-expanding

In the US, research indicates:

• More popular with users under 34
• 55% of users are male
• Majority of users are of an upper-middle class income structure
• Users are generally of a higher education and technologically adept
• Lifestyle research suggests a significant number of users are married and have/will have small families
• Most users are business-minded professionals
• On-the-go with a busy lifestyle
• “affluent suburbia”, “upscale America”, “small-town contentment”
• Tend to be highly brand loyal
• Want more worldly, innovative, customizable internet experiences

Organizational Customers:

• Advertisers – majority of Google’s revenue come from AdWords, an advertising interface for small and large businesses
• Publishers – other website publishers use AdShare to display Google ads and produce revenue for both
• Internet-based Businesses – Google Business Solutions applications

MARKET SEGMENTS include:

The Savvy Student –

• Enrolled undergraduate and graduate students (18-28 years old)
• Typically from middle to upper-middle class, well-educated families
• Want finding information to be fast and efficient; instant gratification
• Highly technologically capable
• Uses: social media, research, GoogleDocs

The Ever-Expanding Entrepreneurial Enterprise-

o   Businesses from corporations to mom-and-pop operations

o   Strives to reach customers in a cost-effective manner

o   Tend to use Google because of its search engine and user traffic


The Leisurely Fad-Following Family-

o   Middle- to upper-class small families who hold white- or blue-collar jobs

o   Uses Google for: leisure purposes, entertainment, communication, shopping