IAB Europe and Google Launch Research Tool

Industry association IAB Europe has partnered with Google to launch a new tool which provides agencies and advertisers with consumer information across 27 countries and 36 product categories.

Using the new 'Consumer Confidence Barometer' (CCB), marketers can select a country or multiple countries and then choose different verticals to view stats on how likely consumers are to research and purchase online.

Countries covered include Australia, Austria, Belgium, the Czech Republic, Denmark, Egypt, Finland, France, Germany, Greece, Hungary, Ireland, Israel, Italy, the Netherlands, New Zealand, Norway, Poland, Portugal, Russia, South Africa, Spain, Sweden, Switzerland, Turkey, the UAE and the UK.

The data in the tool, which is supplied by TNS, will be updated every year to help users identify and quantify shifting consumer behaviour over time.

'This initiative will help everyone working in the digital advertising industry understand and compare the different ways consumers behave both by market, and by sector,' explains Catherine Borrell, Research Manager at IAB Europe. 'This complements existing IAB Europe annual research on online ad spend and consumer activities and attitudes by shedding light on the Internet's role in the purchase process across this diverse region.'

Web sites: www.iabeurope.eu and www.consumerbarometer.eu .