eskimi research: the generation of bargain hunters check the best deals on their phones
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The generation of bargain hunters Check the best deals on their phones, says ESKIMI research! Eskimi is mobile-first community in Africa and Asia. More than 13 mil registered users, with biggest markets in Nigeria (7M+ users), Ghana, Indonesia, Vietnam.TRANSCRIPT
THE GENERATION OF BARGAIN HUNTERS CHECK THE BEST DEALS ON THEIR PHONESEskimi research, 2013 09
ESKIMI RESEARCHIt’s a 2nd largest mobile destination in Nigeriaovertaking Google and Yahoo, according to Opera Report (most popular browser in Nigeria)
We wanted to investigate online buying habits of ESKIMI users.
In order to do that, we have designed a research and surveyed ESKIMI users in Nigeria.
2073 Nigerians have completed the survey.
MEDIA IN AFRICA
IS MOBILE!90%55%
of ESKIMI users are mobile and spend more than 1 hour per day using the product
of ESKIMI users are online buyers and browse m.commerce sites.
CUSTOMER SEGMENTSYouth and Active Young Professionals are the main ESKIMI audience.TOP 10% of Nigerian audience by disposable income use ESKIMI everyday.
25-3435%
18-2442%
0-1712%
35-448%
45+4%
Users by Age Users by City
Lagos
Abuja
Ibadan
Benin-City
Abeokuta
Port Harcourt
Ilorin
Warri
Akure
Other 49%
2%
2%
2%
3%
3%
4%
5%
6%
24%
Computer 73%
Mobile phone
27%
What%device%do%you%use%for%buying?%
ONLINE BUYERS
Yes 55%
No 45%
Do you buy online?
of ESKIMI users are online buyers. 55% 73% of them buy using PC,
not mobile.
POPULAR CATEGORIESEN
TERT
AIN
MEN
T
ELEC
TRO
NIC
S
We have asked ESKIMI users what do they usually buy online?The most popular category is entertainment: books, CD’s, movies, games.
CLO
THIN
G
CO
UPO
NS
CO
SMET
ICS
41% 23% 22% 8% 6%
WHY PC?We saw that most of the users (73%) buy online using PC, not mobile. So we asked them, why do they buy using PC?
52% 48%
of respondents have said that buying with mobile phone feels unsafe and they trust PC more with financial operations and money transactions.
of respondents have said that PC brings better buying experience, because e-commerce sites are not well-adapted for mobile.
BARGAIN HUNTERSIf not for buying online, what do users do in m.commerce sites?80% of them only check prices!
23% 33% 44%Check prices before buying something expensive
Check prices on their mobile phone weekly.
Are daily bargain hunters, that means that they check the prices on mobile DAILY!
OF M-COMMERCE USERS ARE BARGAIN HUNTERS
62%That means that they check prices online at least once a week,but many of them do actually buy on PC or in stores, not mobile.
WHERE DO THEY CHECK PRICES?It’s important to find out, where users check prices before buying.
In store 19%
Before going to the store
79%
Other 2% We have found that the majority of users
check the prices before going to the store (79%).Others do that in stores (19%), when making buying decision.
We also have found that 36% of ESKIMI users had problems accessing their favorite shop’s page on mobile devices, because it was not compatible.
FINAL CONCLUSIONSWe have surveyed more than 2000 respondents and we found that:
- Users prefer buying online on their PCs due to better experience;- They access mobile sites to check prices;- 62% of online buyers are hunting for bargains on the go;
It’s important for businesses (both e.commerce and FMCG sector) to have a presence in mobile web, as users tend to check prices before making a buying decision.
Mobile is an important media in reaching customers who make buying decisions.
ADVERTISING OPPORTUNITIES AT ESKIMIWe have developed several tools at ESKIMI for user engagement with e-commerce and m-commerce businesses
ESKIMI FANCLUBSCreate your branded fanclub and broadcast your messages for ESKIMI users with the best deals you offer!
DISPLAY ADVERTISINGPromote the best offers with display ads and drive users to you fanclub or site. Make the incentivized and reward users for joining!
DATA COLLECTIONRun a data collection campaign on ESKIMI and collect users’ contact information for your newsletters or SMS messages with the best deals you offer!
CONTACT USIt’s an excerpt from the surveyTo discuss your possibilities on mobile web, contact us for more detailed information.
Vaidotas ValantiejusKey Account Manager
[email protected]+370 610 12923vaidotas.valantiejus