joy liuzzo
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Remember the
Consumer
Joy Liuzzo, Senior Director
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Mobile Insider Summit Special Research• In a special study conducted for the Mobile Insider Summit, mobile
consumers were asked about…
• How they actually used mobile this holiday season
• How they graded shopping related offerings on their mobile
• Which brand advertising is sticking with them
• What new technologies they find exciting
• And more…
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But, First Things First…
The Surprise Finding That Will Shift Our Thinking
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Pleasantly Confused Consumers
• 25% of Smartphone owners call their phone a ‘regular’ phone, aka, not smart
• These consumers do not act like the typical smartphone user, but they don’t act like the typical regular phone user either
Forrester included this as part of their 2011 predictions
– it’s already happening
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Activities Done At Least Once a Week
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What Does This Mean?
We Are Not Dealing With a Homogenous Group of Smartphone Users Anymore
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And now…
On to the Holidays
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19% of Smartphone Owners Signed up for Text Alerts from a Brand during the Holidays
Smartphone Owners
Regular Phone Owners
Download a general shopping application 17% 1%
Download a specific retailer’s application 14% 1%
Make a purchase on your mobile phone using the mobile Internet 18% 1%
Make a purchase on your mobile phone using an application 16% 1%
Sign up to receive text message alerts from a brand or product 19% 5%
Scan a QR code or 2D barcode to get information 12% 1%
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Mobile Comes in Handy for Pre-Shopping
Smartphone Owners
Regular Phone Owners
Pre Post Pre Post
Store shopping list 26% 40% 6% 9%
Get alerts about sales 21% 40% 3% 8%
Look for gift suggestions or ideas 17% 38% 2% 8%
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While In the Store, Mobile Helps Consumers Connect & Get the Best Deal
Smartphone Owners
Regular Phone Owners
Pre Post Pre Post
Take pictures of products in the store 34% 53% 14% 19%
Get someone’s opinion by sending a photo 25% 51% 11% 16%
Find a product at another store 20% 45% 4% 7%
Look for a better price on a product 29% 43% 5% 6%Find reviews of a product when you are in a store 23% 40% 3% 5%Use your mobile phone to scan a barcode in a store 19% 34% 2% 4%
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Coupons & Purchasing Were Used More Than Expected
Smartphone Owners
Regular Phone Owners
Pre Post Pre Post
Use a coupon I receive on my mobile phone 20% 34% 4% 6%
Look for a coupon on your mobile phone 19% 34% 3% 6%Purchase a product when you can’t get to the store or a computer 14% 36% 3% 5%
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Essential Holiday Needs on Mobile (over Index) Smartphone Owners
Taking pictures of activities/get togethers 2.2
Getting/sending directions 1.8
Getting someone’s opinion by sending a photo 1.6
Searching for nearby restaurants/food 1.5
Taking pictures of products in the store 1.3
Building shopping lists 1.1
Looking for a better price on a product 1.1
Essential Holiday Needs on Mobile (over Index) Regular Phone Owners
Taking pictures of activities/get togethers 4.9
Taking pictures of products in the store 2.6
Getting someone’s opinion by sending a photo 2.0
Getting/sending directions 1.7
Looking for a better price on a product 1.1
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Non-Essential Things to Have On Mobile During the Holiday For Everyone?
• Barcode or QR code scanning
• Check-in to a location
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Most Smartphone Owners Give Passing Grades to Offerings on Mobile
Smartphone owners who used these mobile features this holiday season
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Grab Bag Data…
Tidbits Around Advertising Recall, Upcoming Technology to Watch, and
The Mix of Private/Public Usage
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Mobile Relevant Ads Have The Most Staying Power• Most recalled brand/product last advertised on their phone?
• Verizon
• AT&T
• Droid
• BlackBerry
• Windows
• Apple products
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Technology They Are Most Excited About…
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How Are Consumers Splitting Their Time Between Public and Private Spheres on Mobile?
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Most Important Aspect of Mobile Remains Communication
What is the Most Important Mobile Feature to Their Lives
Smartphone Owners
Regular Phone Owners
Making/receiving calls 40% 65%Texting with friends/family 28% 19%Internet at your fingertips 13% 3%Being able to connect through social networking on your mobile phone 6% 1%Watching videos 4% 0%Functional applications (banking, travel, etc.) 3% 0%Fun-focused applications (games, entertainment) 2% 0%Being able to get targeted information based on your location 2% 0%Getting coupons or deals when you are in the store 2% 0%Scanning barcodes for product information 0% 0%