Mobile Framework StudyCategory Analysis: Clothing/Apparel/Fashion AccessoriesAugust, 2010
Presented by The Nielsen Company
Contact: Devan McCoy [email protected]
Why We Conducted This Study
Measurement: Use quantitative means to benchmark and measure mobile behaviors and attitudes in general and by category over time
Categories: Better understand the behaviors of mobile Internet shoppers both in general and across a set of 12 product/advertising categories
Comparison: How category attitudes and usage differ among those accessing on the mobile platform versus those accessing only a PC
Shopping: Current and future lower and upper funnel shopping mobile penetration
Mobile Activities: Shopping outcomes tried, successful (or not), and interested in. Actions taken as a result of those shopping outcomes. What sources were used? And, how much time do they spend doing research, etc.
Mobile Attitudes and Experience: Attitudes overall and while looking up category level information (i.e. impulsiveness, boredom, active shopping, etc.)
Mobile Advertising: Stated category recall and attitudes
Yahoo!, in partnership with Nielsen, wanted to create a framework around mobile internet shoppers and behaviors
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Background and Methodology
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A total of 628 apparel shoppers were interviewed by Nielsen from May 8 through June 7, 2010
370 were mobile internet shoppers and 258 were PC internet shoppers
To qualify as a mobile Internet shopper, respondents needed to own a mobile device, use device to access the Internet once a month or more and access category-related information
To qualify as a PC Internet shopper, respondents needed to own a desktop/laptop/tablet PC, use PC to access the Internet once a month or more and access category-related information. PC Internet shoppers could not access any category information on a mobile device (non-mobile shoppers)
The category was one of twelve included in a larger mobile shopping study. Each respondent answered a series of general Internet and shopping-related questions and then was assigned to a deep-dive battery focused on one product category that they access
25 million users access apparel information on a mobile device, with the user base balanced by gender and skewing younger.
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How often do you use your Internet-enabled mobile device/computer to access any shopping-related information for the following types of products and services (which can include using your device to research products/services, look up information/reviews/ articles, notice or click on advertising, or make a purchase)? “Ever access.”Base=Mobile/PC Internet Apparel/Fashion Accessories Users.
25M
92M
PC Mobile
Apparel Category Size and Composition for Apparel/Accessories
Size (Ages 13-64)
Male Female 13-24 25-34 35-44 45-54 55-64
50% 50%
33%29%
19%12%
7%
44%
56%
24% 25%20% 18%
13%
Mobile PC
Current Composition
More females and those younger are interested in accessing apparel mobile content in the next 12 months.
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Future Interest in Accessing Apparel/Accessories
Male Female 13-24 25-34 35-44 45-54 55-64
46%
57%65%
56%50%
42%36%
Now let’s think about the next 12 months. Regardless of whether or not you do this now please tell us how interested you are in using an Internet-enabled mobile device to access any shopping-related information for the following types of products and services (which can include using your device to browse, research products/services, look up information/reviews/articles, notice or click on advertising, or make a purchase)? “Extremely/very/somewhat interested.”Base=Mobile/PC Internet Users.
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Apparel/Accessories Information Accessed
Information about women’s footwear and casual wear are most likely to be accessed on the mobile platform.
36%34%
24%18%
16%15%
14%13%
10%7%
2%
25%23%
14%13%13%12%
11%10%
8%5%
14%11%
6%6%6%
2%
Women'sFootwear or shoes
Casual wearWomen's Fashion Accessories
LingerieGeneral women’s apparel information
BeachwearOuterwear
Sportswear or athletic apparelBusiness wear
FormalwearMaternity wear
Men'sFootwear or shoes
Casual wearSportswear or athletic apparel
General men’s apparel informationMen's Fashion Accessories
Business wearOuterwear
Beach wearUnderwear
FormalwearChildren's
Teen apparelChildren's apparel
Children’s fashion accessoriesBaby apparel
General children’s apparel informationTween apparel
What kind(s) of products did you get information on clothing/apparel/fashion accessories? Please select all that apply. Base=Mobile/PC Internet Apparel/Fashion Accessories Users.
Mobile PC
44%47%
28%26%
24%18%20%
15%15%
8%3%
31%31%
14%12%13%
6%11%
7%10%
3%
6%17%
6%12%
6%5%
Top Mobile & PC Yahoo! Search Terms – Apparel/Accessories
Accessories, apparel and footwear are the top retail apparel searches on Yahoo! mobile.
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25%
20%
18%
11%
7%
6%
4%
3%
3%
2%
2%
1%
14%
27%
16%
6%
16%
6%
4%
3%
2%
1%
3%
2%
Y! Mobile Y! PC/Laptop
Source: Internal Mobile and PC Search Data, June 2,010. Based to total retail apparel searches.
Accessories
Apparel
Footwear
Intimate
Jewelry and Watches
Athletic Wear
Fashion
Children'sRetailers/Specialty Victoria's
Secret
Retailers/Specialty Old Navy
Teens
Men's
Accessories
Apparel
Footwear
Intimate
Jewelry and Watches
Athletic Wear
Fashion
Childrens
Retailers/Specialty Victorias Secret
Retailers/Specialty Old Navy
Teens
Mens
347
274
249
155
100
80
50
44
39
24
22
8
191
375
225
85
221
90
54
43
33
17
35
23 PC MOBILE
Accessories and intimate apparel heavily over-index on Yahoo! Mobile Search.
Yahoo! Confidential 8
Source: Internal Mobile and PC Search Data, June 2010,
Mobile vs. PC – Indexed Search Terms (to mean) - Apparel/Accessories
About half find mobile to be very or extremely helpful at most points in the apparel shopping process.
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How useful is using your mobile device/PC to help you with each of the following aspects of your browsing or research process for clothing/apparel/fashion accessories? “Extremely/very helpful” summary.Base=Mobile/PC Internet Apparel/Fashion Accessories Users.
Platform Usefulness in Purchase Funnel for Apparel/Accessories
To keep up to date on news/deals
To help me make a final decision
To help me narrow down the selection
To help me to learn more
To hear about or discover
58%
75%
77%
69%
51%
48%
48%
46%
47%
38%
Mobile PC
Yahoo! Confidential 10
12%
17%
16%
19%
23%
35%
31%
34%
30%
33%
53%
52%
50%
51%
44%
More on Mobile Same on Both More on PC
Apparel shoppers expect to use mobile more or about the same as PC for lower-funnel purchase activities.
Over the next 12 months, which will you be using more to do each of the following for clothing/apparel/fashion accessories information/products/ services, a computer or an internet-enabled mobile device?Base=Mobile Internet Apparel/Fashion Accessories Users.
Future Purchase Funnel Intention for Apparel/Accessories
To hear about or discover
To help me to learn more about
To help me narrow down the selection
To help me make a final decision
To keep up to date on news/deals
Yahoo! Confidential 11
Besides search engine and site visitation many got store information, looked at pictures of apparel products and comparison shopped.
Shopping Outcomes – Detailed Activities for Apparel/Accessories
71%
65%
57%
49%
41%
39%
27%
23%
23%
9%
12%
9%
10%
7%
12%
14%
8%
13%
10%
8%
6%
11%
12%
18%
21%
18%
25%
19%
26%
27%
Visited a website
Used a search engine
RESEARCH
Got store information
Looked at pictures of apparel products
Compared prices of apparel product
Compared apparel product
Read professional reviews for apparel product
Read user reviews
Looked for/purchased apparel gift cards or certificates
Designed an outfit
Tried & worked
Tried & didn’t work
Interested
Earlier you said you’d accessed clothing/apparel/fashion accessories information. What specifically did you do on your Internet-enabled mobile device, and what are you interested in doing? Base=Mobile Internet Apparel/Fashion Accessories Users.
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With many trying or interested in apparel mobile offers and promotions.
Earlier you said you’d accessed clothing/apparel/fashion accessories information. What specifically did you do on your Internet-enabled mobile device, and what are you interested in doing? Base=Mobile Internet Apparel/Fashion Accessories Users.
Shopping Outcomes – Detailed Activities for Apparel/Accessories
19%
19%
14%
38%
29%
15%
10%
9%
11%
10%
11%
10%
17%
21%
21%
22%
29%
26%
DIGITAL ADS
Clicked or viewed on search results
Clicked or viewed on display ads
Clicked or viewed a video ads
OFFERS & PROMOTIONS
Looked for deals, coupons, offers or promotions
Used or requested a coupon
MADE PURCHASE
Made a purchase on the phone
Tried & worked
Tried & didn’t work
Interested
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Taking a picture is a common occurrence. Click-to-call, barcode scanning, and managing a shopping cart are popular activities (tried and interested in).
Earlier you said you’d accessed clothing/apparel/fashion accessories information. What specifically did you do on your Internet-enabled mobile device, and what are you interested in doing? Base=Mobile Internet Apparel/Fashion Accessories Users.
Shopping Outcomes – Detailed Activities for Apparel/Accessories
44%
32%
22%
50%
28%
20%
14%
13%
18%
6%
8%
10%
5%
11%
11%
10%
12%
10%
16%
18%
14%
14%
20%
27%
37%
22%
21%
COMMUNICATION
Via texting re apparel product
Via email re apparel product
Via IM re apparel product
DOWNLOADED TOOL
Took a picture & sent to someone
Click to call
Created/managed a shopping cart or list for
Scanned a barcode
Looked for/downloaded a apparel app to my mobile device
VIDEO
Watched an online video about
Tried & worked
Tried & didn’t work
Interested
Intend to/purchase apparel online on a PC
Intend to/purchase apparel in a store
Intend to/purchase apparel online using mobile
Told a friend, family member or colleague
Used a search engine to find out more
Considered buying apparel product/services
Went to a retailer/store/distributor
Looked online for more information
Used a coupon
Recommended product/service to someone else
Entered a contest or sweepstakes
Posted a comment or updated my status on my social networking site
Thought more favorably about a brand or product
Called a toll-free or 800 number
Forwarded a link or video to others
Read or wrote on a blog
Downloaded apparel/accessories apps to my mobile device
Engaged in a clothing or apparel related activity
Actions Taken After Mobile Research for Apparel/Accessories
Half have made a purchase after looking up apparel-related information on their phone.
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35%
34%
14%
40%
39%
34%
33%
32%
25%
24%
23%
18%
17%
16%
15%
11%
8%
7%
Which of these actions have you ever taken as a result of browsing or researching clothing/apparel/fashion accessories information or products or services on your mobile device? Please select all that apply. Base=Mobile Internet Apparel/Fashion Accessories Users.
Made a purchase (NET): 50%
85% took ANY
action
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I didn’t do any research (0)
Less than a day (.5)
1 day (1)
2-3 days (2.5)
4-6 days (5)
About 1 week (7)
1 week to 1 month (14)
1 to 3 months (60)
3 to 6 months (135)
More than 6 months (200)
Mean:
Median:
Length of Research for Apparel/Accessories
Apparel shoppers spend a similar amount of time researching on their phone and/or computer.
14%
40%
10%
17%
4%
7%
3%
2%
2%
1%
How much time did you spend researching clothing/apparel/fashion accessories information or products or services on your mobile device/computer? Base=Mobile/PC Internet Apparel/Fashion Accessories Users.
5%
47%
10%
21%
4%
5%
4%
3%
0%
1%
12 days 11 days
.5 day .5 days
Mobile Norm
16 days
0.5 days
Mobile PC
Apparel mobile shoppers spend a little more time (than average) in a typical mobile session.
On average, how much time did you spend on each session related to browsing or researching on your mobile device for researching consumer electronics/technology information or products or services? Base=Mobile Internet Apparel/Fashion Accessories Users.
Length of Typical Mobile Research Session - Apparel/Accessories
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Under 15 minutes
(Net)
Under 5 minutes
5 minutes to less than 15 minutes
15-60 minutes
(Net)
15 to less than 30
minutes
30 to less than 60
minutes
1 hour or more (Net)
57%
26%31%
37%
23%14%
6%
MEAN: 26.0 Mins
MEDIAN: 10 mins
Mobile Norm
22.3 mins
10 mins
Yahoo! Confidential 17
Using mobile internet at the retailer and in the living room are the top individual locations for accessing apparel content.
Imagine you are browsing the internet or using a mobile application for consumer electronics/technology information or products or services using your mobile device. At which of the following locations does this typically occur? Base= Mobile Internet Apparel/Fashion Accessories Users.
Typical Mobile Usage Locations When Accessing Apparel/Accessories
Out-of-home (Net) Retail
In a store At a mall
Waiting on a line In the car Outdoors
At work At a restaurant/café/bar On a subway/train/bus
At a social gathering/function At a hotel
In-home (Net) At home
In my living room In my bedroom
While watching TV At the dinner table in my home
In a bathroom
70%40%
31%28%
27%26%
21%20%
16%15%15%14%
68%51%
40%31%30%
9%7%
Yahoo! Confidential 18
Expediency, being goal-oriented, and using trusted sites are the top apparel mobile experience descriptors.
Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for consumer electronics/technology information or products or services. Summary (4-5 Describes my experience completely)Base=Mobile Internet Apparel/Fashion Accessories Users.
Describes Experience
I was using a website or mobile application I trust
I wanted to finish what I was doing as quickly as possible
I knew exactly what I needed to do and I achieved it
I was just exploring and did not have a specific goal to accomplish
I took my time to complete what I was doing
I was actively shopping/looking up apparel information
I gave my full attention to the apparel information I was accessing
I accessed apparel information because I was bored
I accessed apparel information as part of my general routine
Accessing apparel information is a passion of mine
55%
47%
47%
45%
41%
40%
39%
35%
30%
29%
Mobile Experience Descriptors – For Apparel/Accessories
Mobile facilities time-sensitive apparel research when not near a PC and is also good for researching impulsive purchases.
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Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about researching clothing/apparel/fashion accessories purchases using a mobile device. “Agree.”Base=Mobile Internet Apparel/Fashion Accessories Users.
Statement Agreement
Good for doing research when not near a PC
Good for researching unplanned/impulsive purchases
Good for doing time-sensitive research
Good for researching purchases while I’m in the store
Only research via mobile when faster than a PC
I think I’ll be researching more via mobile device in the future
I do more research overall because I can use mobile
Good for researching purchases I care a lot about
Good for researching cheap purchases
It’s too difficult to do research
No different from researching a purchase on a computer
Most convenient way to research purchases
Doesn’t seem safe/secure to research
73%
65%
58%
49%
43%
41%
40%
38%
35%
35%
34%
31%
27%
Mobile Researching Opinions for Apparel/Accessories
Yahoo! Confidential 20
Mobile is useful for making apparel purchases when away from the PC. Also, value of the purchase (whether it’s cheap or cared a lot about) is less important.
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about making clothing/apparel/fashion accessories purchases using a mobile device. “Agree.”Base=Mobile Internet Apparel/Fashion Accessories Users.
Good for making purchases when not near a PC
Good for making impulsive/unplanned purchases
Good for making time-sensitive purchases
Doesn’t seem safe/secure to make purchases
I only make purchases via mobile when it’s faster than a PC
Too difficult to make purchases
Good for making purchases while I’m in the store
Good for making purchases I care a lot about
No different from making a purchase on a PC
I think I’ll be making more purchases via mobile in the future
Good for making cheap purchases
Most convenient way to make purchases
I make more purchases overall because I can use mobile
62%
56%
49%
37%
37%
37%
34%
31%
31%
30%
29%
27%
23%
Statement Agreement
Mobile Purchasing Opinions for Apparel/Accessories
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Search engines and apparel specialty stores/retailers are the top online sources used.
Search engines
Apparel retailer/stores
Stores/retailers (e.g., Walmart or Sears)
Social networking
Online-only retailers
General consumer portals
Apparel brand or manufacturer sites
Online video
Shopping comparison
Apparel emails that I signed up for
General news
Online auction
Apparel reviews
Coupon/discounts
Magazine
Apparel discussion boards/blogs
Weekly or Sunday circulars
Full-length TV programming online
66%
48%
49%
39%
44%
44%
42%
29%
37%
33%
33%
23%
28%
24%
23%
21%
23%
16%
19%
18%
13%
28%
16%
16%
10%
23%
14%
19%
19%
20%
13%
13%
15%
14%
8%
12%
78%
61%
60%
60%
58%
58%
51%
50%
48%
47%
47%
42%
40%
35%
34%
34%
31%
27%
Using the browser on my mobile device
Using an application installed on my mobile device
TOTAL
And which of the following online sources did you use or access on your mobile device when browsing clothing/apparel/fashion accessories information/products/services? Please tell us if it was via the internet using your browser or an application installed on your mobile device. Base=Mobile Internet Apparel/Fashion Accessories Users.
Mobile Online Sources Used for Apparel/Accessories
Yahoo! Confidential 22
Google is the top portal used, but faces stronger competition on mobile than on PC.
Yahoo!
MSN/Bing
AOL
And which of the following online websites or portals did you use or access on your mobile device/PC when browsing clothing/apparel/fashion accessories information/products/services? Base=Mobile/PC Internet Apparel/Fashion Accessories Users.
65%
34%
17%
9%
80%
50%
35%
25%
Portals Used for Apparel/Accessories
Mobile PC
Yahoo! Confidential 23
Other Sources Used for Apparel/Accessories
Apparel shoppers are much more likely than the norm to use in-store displays, magazines, and salespeople as additional references when shopping.
100%
62%
44%
44%
42%
29%
23%
18%
14%
9%
8%
8%
5%
Apparel/Fashion
Mobile Norm
Internet/App on my Mobile device
Internet using my PC/Laptop
Family, friends, or colleagues
Magazines
In-store displays
TV
Salespeople
Newspapers
Professional(s)
Informational brochures
Radio
Books
800 or toll-free number
What other sources besides using your mobile device did you typically use when browsing or researching clothing/apparel/fashion accessories information/products/services? Select all that apply. Base=Mobile Internet Apparel/Fashion Accessories Users.
Apparel mobile consumers are slightly more likely to recall looking at advertising as part of their purchase process.
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When you see clothing/apparel/fashion accessories advertising on your mobile device/computer, which best describes your general reaction? Base=Mobile Internet/PC Internet shoppers who have been exposed to advertising.
I always look at it
I sometimes look at it
I never look at it
Reaction to advertisingSeen category advertising during shopping process
Mobile PC
43%
60%
57%
40%
No
Yes
22%
65%
13%
8%
83%
9%PC
Mobile
Advertising Recall for Apparel/Accessories
Mobile Norm
Yahoo! Confidential 25
Mobile Advertising Preferences for Apparel/Accessories
Please tell us how important the following types of ad features are to you when it comes to clothing/apparel/fashion accessories advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Apparel/Fashion Accessories Users.
And, they are generally more accepting of all types of mobile advertising than are shoppers in other categories.
Straight-forward and fact-based
Ads that are informative
Very clearly tell me the price of the product
Ads that are relevant
Clearly spell out the features and benefits
Useful when I’m looking for certain information
Give a short snapshot of information
More relevant to my current location
Ads that are entertaining
Targeted just to me and relevant my interests or background
Make me feel good/better about the brand
Simple call to action
Ads that are memorable
Ads that are text based
Include graphical elements
Incorporate multimedia elements
Ads that I can share with friends or family
Ads that focus on the overall value not necessarily price
81%
80%
80%
79%
79%
78%
77%
77%
75%
72%
71%
68%
67%
67%
61%
61%
61%
60%
Apparel/Fashion
Mobile Norm
Attribute importance
Yahoo! Confidential 26
Mobile Advertising Preferences for Apparel/Accessories
Please tell us how important the following types of ad features are to you when it comes to clothing/apparel/fashion accessories advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Apparel/Fashion Accessories Users.
Yahoo! Mobile Users prefer more sophisticated mobile advertising features that are informative and relevant to what their looking for or their current location.
Attribute importance
Very clearly told me the price of the product
Give a short snapshot of information
Ads that are useful when I’m looking for certain information
Clearly spelled out the features and benefits
Ads that are relevant
Ads that are entertaining
Contain a simple call to action
Focus on the overall value and not necessarily price
Ads that I can share with friends or family
86%
86%
84%
84%
84%
82%
82%
80%
80%
78%
78%
76%
74%
72%
70%
69%
67%
65%
60%
70%
68%
69%
68%
63%
68%
62%
70%
54%
57%
50%
51%
53%
39%
41%
48%
46%
Non Y! Mobile User
Y! Mobile User
Apparel Shopper ProfileTotal Mobile
ShoppersApparel
ShoppersDevice OwnershipDesktop or laptop computer 79% 81%Mobile phone/Smartphone (Net) 94% 90% Smartphone/PDA 64% 68% Mobile phone with advanced features
43%41%
MP3/portable media player 61% 66%Handheld gaming device 32% 33%Basic mobile phone 15% 23%Tablet PC 6% 7%Mobile CarrierAT&T 34% 37%Verizon Wireless 25% 26%Sprint/Nextel (Net) 17% 14% Sprint PCS 16% 14% Nextel 1% 0%Other (Net) 12% 12%Mobile OSBlackberry 25% 30%iPhone OS 21% 22%Windows Mobile 16% 15%Android 11% 7%Palm WebOS 4% 6%Other 8% 5%Not sure/don’t know 17% 15%
Category User Profile
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Apparel Shopper ProfileTotal Mobile
ShoppersApparel
Shoppers
EducationSome high school or less 8% 10%Graduated high school 12% 12%Some college 30% 35%Completed college or more 51% 43%
EmploymentEmployed (Net) 67% 62% Employed full-time 57% 51% Employed part-time 10% 11%Not Employed (Net) 33% 38% Unemployed, looking for work 7% 4% Unemployed, not looking for work 2% 1% Homemaker 6% 5% Student 15% 25% Retired 4% 2%
IncomeLess than $20,000 (15) 9% 10%$20,000-$29,999 (25) 8% 8%$30,000-$39,999 (35) 11% 11%$40,000-$49,999 (45) 10% 11%$50,000-$74,999 (62.5) 21% 24%$75,000-$99,999 (87.5) 16% 12%$100,000-$149,999 (125) 14% 10%$150,000-$199,999 (175) 5% 7%$200,000-$249,999 (225) 2% 3%$250,000 or more (275) 3% 3%MEAN ($ Thousands) 78.09 79.42
Key Takeaways – Mobile Clothing, Apparel & Fashion Accessories
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25 million users access apparel information on a mobile device, with the user base balanced by gender and skewing younger. This will likely pick-up in the next year with more showing interest, especially female and those younger.
About half find mobile to be very or extremely helpful at most points in the apparel shopping process. When it comes to purchasing, it doesn’t matter how important the product is indicating that ads can show-case both small and big-ticket items.
More than 8 in 10 have acted on their mobile research with half making a category-related purchase after looking up apparel information on their mobile device.
Apparel shoppers are more accepting of mobile ads and show an interest in seeing more. Mobile apparel ads that are informative and relevant to what they’re searching for and their current location are important among the user base.
There seems to be significant latent demand for mobile apparel offers and promotions, click-to-call ad features, and barcode scanning.
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