According to Roesler (2016) 70% of online mobile users make purchases, this information combined with the type of products or services these online users are looking for helps Google with many of its advertising products of the company and services. Google caters to a variety of individuals and businesses, but analyzing the behavior of their customer base and adapting their strategy based on this information has been key to their success. What drives a customer to buy a certain product or service is a question all marketers should try to know. For example, “a 2015 Google study showed that the majority (51%) of smartphone users purchased from a different company or brand than they intended because the information provided was useful” (Roesler, 2016). As a source of access to the wealth of information on the Web, Google has adequately utilized the market segmentation process and as a result, is among the top brands within the market.