mobile phone shopping diaries
DESCRIPTION
A mobile diary study in the US in 2012 revealed that finding product info and store locations were the main mobile commerce activities.TRANSCRIPT
Mobile Phone Shopping Diaries An On Device Research study for the IAB
May 2012
Contents
• Methodology • Day in the life of a Mobile Commerce User
– What, Why and How • Uses cases:
– Where and When – At home – In-Store Experience
• Mobile commerce and advertising • Summary
Methodology and Sample
Methodology
• Using our US panel, we contacted 260 respondents, who opted in to take part in a 3 stage diary project, lasting a total of 2 weeks.
• All respondents recruited owned either a Smartphone or Feature phone. The focus of the report was on mobile phone based commerce, excluding tablet based mobile commerce.
• Stage 1: Respondents were pre screened on demographics and mobile commerce behaviour to ensure the sample gathered was relevant and responsive.
• Stage 2: The successful 260 pre screened respondents were tasked using their mobile to check in, over a period of 1 week, whenever they used their mobile phone for commerce. Mobile commerce was described to respondents as: Searching for products or services, Researching products or services, Purchasing/ordering products or services and Checking prices
• Stage 3: All respondents then completed a follow up survey, which covered a range of topics from mobile commerce spend, mobile usage in store, attitudes towards mobile advertising and how they would like mobile commerce to progress in the future.
• Each respondent earned $10 for taking part
Stage 1: Pre Survey
• Screening
Stage 2: Mobile Commerce Diary
• What did? • Why? • How feel? • Where? • Other media?
Stage 3: Post Follow Up
• Understanding motivations
• Attitudes towards mobile advertising
• Future scoping
The Mechanic is Simple
1. Mobile owners click a web link (looks like an app icon), or bookmark once they encounter a
brand. 2. They then simply select which brand they have encountered, whilst also giving permission to
take their GPS co-ordinates.
Which activity?
What made you do this?
How feel as a result?
Where were you?
Using other media?
Day in the life of a mobile commerce user
Mobile enhances real world commerce
• 28% of mobile commerce encounters are for finding product information • 18% are for finding store locations, whilst 12% are for comparing prices. • Combined together it shows that mobile commerce is linking real world commerce
to digital marketing. • 9% of mobile commerce encounters are for purchasing digital content (apps) and
5% of encounters are for purchasing other items, such as physical items and tickets.
28%
18%
12% 9%
5% 4% 3%
Findproduct/service
info
Searched for astore location
Compared prices Purchase digitalcontent
Purchased non-digital item
Checked statuson auction site
Used mobilecoupons
% E
ncou
nter
s
Which (mobile commerce) activity did you just use your mobile phone for?
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Convenience and mobile advertising drives mobile commerce activities
• When asked why consumers carried out a particular mobile commerce activity, ‘the easiest way’ was the most popular activity.
• Mobile advertising is the second highest driver. • Finding the best deal also comes through.
24%
22%
21%
21%
20%
16%
11%
10%
10%
It's the easiest way for me to do it
A mobile ad
Something I planned to do
Boredom/filling time
To find the best deal
Research for a future purchase
To get something immediately/didn't want to wait
Recommendation from a friend/family
The offer was too good to refuse
% of Encounters
What made you do this? (mobile commerce activity)
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Saving money is the overwhelming factor that drives mobile commerce
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
• Follow up survey also showed that mobile commerce is about convenience and getting the best deal.
Follow Up Survey: Important factors versus Most important factor
Mos
t Im
port
ant F
acto
r
Important Factors
Other than digital content, clothing, entertainment and consumer electronic are the top categories for mobile commerce
• For early adopters, a potential glimpse into the future, there is only a slight increase in their usage of digital content usage.
• For other categories, such clothing and entertainment, there is a significant increase in usage. This suggests that this is where the growth in mobile commerce (and therefore mobile advertising) will come from.
76%
38% 34% 33% 31% 27% 23% 21%
80%
46% 46% 44% 41% 39% 27% 27%
Group digitalcategories
Clothing Entertainmentactivities
(restaurant,movies)
Consumerelectronics
Health andBeauty
Food andGrocery
Furniture andother
housewares
Tickets (events,travel)
% M
obile
Com
mer
ce U
sers
Top Categories For Mobile Commerce Usage
Total Early adopters
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
38% of mobile commerce users spend over $21 per month via their mobile
• Although mobile commerce spending is still relatively small however 38% have purchased items over $21 per month.
• 78% of those who have purchased via their mobile have done so using a credit or debit card.
I don't make purchases on my mobile, 30%
$1 to $20, 32%
$21 to $40, 12%
$41 to $60, 16%
Over $61, 10%
On an average month, how much do you spend on purchases via your mobile phone?
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Physical Goods versus
Digital Goods
NEW SECTION
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Protection and having a specific retail app gain importance amongst those who purchase physical goods.
Ord
er o
f Im
port
ance
Post Survey: And which ONE is the most important to you? Please select one answer only
Use Cases
Mobile commerce starts early morning and continues throughout the day, peaking at late afternoon/early evening.
• It would appear that consumers begin commerce activities on their commute.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
0%
5%
10%
15%
20%
25%
30%
35%
40%
1am-3am nighttime
4am - 6 amearly morning
7am - 9ammorning
10am noon latemorning
1pm - 3omearly afternoon
4pm - 6pmafternoon
7pm - 9pmearly evening
10pm -midnight late
eveningTotal
Purchasing via mobile peaks in the late afternoon/early evening.
• However pricing checking and comparisons peak in the early afternoon when people are more likely to be out and about.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
0%
5%
10%
15%
20%
25%
30%
35%
40%
1am-3am nighttime
4am - 6 amearly morning
7am - 9ammorning
10am noon latemorning
1pm - 3omearly afternoon
4pm - 6pmafternoon
7pm - 9pmearly evening
10pm -midnight late
eveningCompare prices Purchase
47% of mobile commerce actions occurred at home.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Diary Stage: Where were you?
At Home:
47%
At Work: 10%
Out and About:
29%
Product information is conducted at home, location searching whilst out and about
• 11% of price checking encounters where in the retail environment • 21% of mobile purchasing encounters were at work
57%
29%
37% 35%
19%
49%
30% 26%
0%
10%
20%
30%
40%
50%
60%
70%
Find information on aproduct/service
Searched for a store location Checked/compared prices Purchase Any Item
Where people use Mobile Commerce – By Activity
At home Group out and about
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
64% use other media at the same time as mobile commerce
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Diary Stage: And were you using/looking at any other media at the same time?
36%
64%
No Yes
TV 36%
Phone (talking)
16%
Desk/ Laptop
10%
Radio 7%
Newspaper 5%
Magazine 4%
• 36% of mobile commerce encounters are whilst consumers are watching TV
A closer look at In Home Mobile Commerce.
Where in the home? What are they doing?
What media are they using?
NEW SECTION
61% of In Home commerce takes place in the front room/lounge. 20% in the bedroom.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Diary Stage: Where were you?
At Home:
47%
In which room ?
Front room/Lounge 61%
Bedroom 20%
Kitchen 8%
Garden/patio etc 8%
Bathroom 1%
Other rooms 2%
49% of In Home commerce interactions occur with the presence of TV.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Diary Stage: Where were you?
At Home:
47%
What media?
TV 49%
Phone (talking) 13%
Desktop/laptop 6%
Radio 4%
Press 4%
Tablet 3%
Other 4%
No, none of these 31%
A 25-34, female from NJ: How does she use her mobile in home for commerce?
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
1st In Home Commerce Activity: 18/04/12 What?: Find store location
What made her do this?: Couldn’t find store How feel?: Helped make best decision
Where?: Living room Other media?: TV
2nd In Home Commerce Activity: 18/04/12 What?: Purchased digital content What made her do this?:Planned to do How feel?: Entertained/amused Where?: Patio Other media?: No other media
3rd In Home Commerce Activity: 18/04/12 What?: Scanned barcode on product/ad to get more info What made her do this?: Planned to do How feel?: Entertained/amused Where?: Living room Other media?: TV
4th In Home Commerce Activity: 19/04/12 What?: Scanned barcode to recover points for app What made her do this?: Offer too good to refuse Feel?: Entertained/amused Where?: Kitchen
5th In Home Commerce Activity: 19/04/12 What?: Purchased an item
What made her do this? Boredom How feel?: Got best price
Where?: Living room Other media?: TV
6th In Home Commerce Activity: 20/04/12
What?: Scanned UCP to receive points from app
What made her do this? Offer too good to refuse
How feel?: Entertained/amused Where?: Kitchen
A 25-34, male from Florida: How does he use his mobile in home for commerce?
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
1st In Home Commerce Activity: 19/04/12 What?: Find info on product/service
What made him do this?: Planned to do How feel?: Chose right brand/retailer
Where?: Living room Other media?: TV, phone (talking)
2nd In Home Commerce Activity: 19/04/12 What?: Check prices via browser What made him do this?:Easiest way to do it How feel?: Entertained/amused Where?: Kitchen Other media?: TV, phone (talking)
3rd In Home Commerce Activity: 20/04/12 What?: Used mobile coupons/vouchers What made him do this?: Recommendation friend/family How feel?: Help make best decision for me Where?: Living room Other media?: Radio
4th In Home Commerce Activity: 22/04/12 What?: Check prices via browser What made him do this?: Easiest way to do it Feel?: Easily find useful info Where?: Living room
5th In Home Commerce Activity: 22/04/12
What?: Searched for store location
What made him do this?: Easiest way to do it
Feel?: Easily find useful info Where?: Living room
Other media?: TV
In-Store Mobile Experience
49%
34% 34%
20% 15% 15% 14% 14% 13%
9%
24%
0%
10%
20%
30%
40%
50%
60%
Call/textfamily
member foradvice
Check prices Takingpicture/s ofproduct tosend to a
friend/familymember
Check foranother store
in the area
Checkproductreviews
Fill timewhen waitingto check out
Check forlocation deals
Showshop/store
assistant theitem you are
after
Scan barcodeon
product/adfor
information
To checkopening
times
I have notused my
mobile phonewhile
shopping instore
Have you used your mobile phone when shopping in a store in the past 3 months? if so, what for?
73% of mobile commerce users have used their mobile in-store
• 34% use mobile for checking prices whilst in-store • 32% take photos to send to others – skewing towards females • 13% have scanned a barcode
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
53% have stopped a purchase in store as a result of using their mobile
• Finding a better price is the key reason behind this.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
47%
53%
No Yes 11%
11%
11%
13%
21%
30%
38%
Couldn't find info on product was planning topurchase
Bought a similar item instead
Saw a negative review about the product
Product was out of stock/not available
Found a better item online
Found a better price online
Found a better price in another store
Follow Up: Have you ever abandoned or stopped a purchase in store as a result of using your mobile phone in store? If so why?
Mobile Commerce Case Studies
A day in the life of Mobile Commerce – 25 to 34, female, Near Atlanta
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
A day in the life of Mobile Commerce – 25 to 34, female, Near Atlanta
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
1st Commerce Activity: 16/04/12 What?: Find info on product/service What made her do this?: Find the best deal How feel?: Saved time, helped make best decision, easily find useful information Where?: Travelling (short trip) Other media?: In store promotion
2nd Commerce Activity: 16/04/12 What?: Bid/checked auction site What made her do this?:Offer too good, find best deal, easiest way How feel?: Got best price, improved retail experience, helped make best decision Where?: Out and about Other media?: Radio (driving)
3rd Commerce Activity: 18/04/12 What?: Checked prices via app What made her do this?: Mobile ad, research for future, best deal, easiest way How feel?: Got best price, chose right brand/retailer Where?: In store/shop/mall Other media?: Poster/billboard
4th Commerce Activity: 19/04/12 What?: Purchase item What made her do this?: Recommendation, best deal Feel?: Best price, improved retail experience Where?: At work Other media?: Desktop/laptop
5th Commerce Activity: 19/04/12 What?: Purchased digital item What made her do this? Planned to do How feel?: Got best price Where?: Out and about
6th Commerce Activity: 20/04/12 What?: Purchased an item What made her do this? Easiest way How feel?: Got best price, chose right brand/retailer Where?: Out and about Other media?: TV, Poster/billboard, Tablet
Mobile Commerce and Advertising
NEW SECTION
At 22%, Mobile Advertising is the second highest driver
of mobile commerce.
What are consumers perceptions of mobile advertising?
What opportunities exist?
As we saw on slide 9…
• 70% view mobile ads as a personal invitation • This reflects a clear opportunity for brands and advertisers alike to engage
consumers.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Mobile Advertising is welcomed by consumers.
70%
30%
Which of the following is closer to your view of ads on your mobile/smartphone?
A personal invitation A personal invasion
• 40% want mobile ads they click on to allow them to browse the brand/company's broader product offering.
• 28% want to learn more about the brand/product being advertised. • 51% of those who see mobile ads as an invitation, want to browse further.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Mobile advertising should give consumers more than just a ‘check out’
25% 20%
40% 51%
28% 24%
7% 4%
Total A personal invitation
Click to buy: I want to be taken straightthrough to the check-out page
Click to learn: I want to see more detailson the exact product in the advertisement
Click to browse: I want to see a pageshowing a whole range of similar productsfrom the same company
Click to explore: I want to start at thehomepage of the company
• 30% state they like the fact that ads are personalised to them. • 27% feel personalised ads are ok, as long as they have given their permission to
receive them.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Relevance and permission are key if advertisers are to personalise advertising for consumers.
30% 27%
22% 21%
37%
24%
14%
24%
0%
10%
20%
30%
40%
I like that they’re relevant to me They are ok, but only if I have givenmy permission to receive them
I don’t like them – too much of my personal information is being
shared
It makes no different that they’re personalised – they’re just like any
other ad
How do you feel about ads that are personalized to you (ie. based on anonymous information about where you are, your age/gender or other characteristics, etc)?
Total A personal invitation
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Location, favourite brands and previous site history are the starting blocks for relevant mobile advertising.
10%
13%
17%
19%
19%
23%
20%
27%
27%
27%
14%
11%
15%
16%
18%
21%
21%
24%
26%
28%
None of these
Your daily routine
Your recent online purchases
Your recent TV/radio viewing
Information you have shared publicly via Facebook, Twitter…
Your age/gender, whether you have kids, or other…
Information you give the “ad” at the beginning
Sites you've visited online
Your favorite brands
Your location (city or neighbourhood)
Assuming advertising has to happen, which of the following ways to make ads more relevant to you would you be open to?
Total A personal invitation
31% state that they would like proactive alerts of products they want/need.
• 30% would like to pay for something via phone and then pick it up in store. • 29% want a better browsing experience.
Country: US Date: April/May 2012 Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
31% 30% 29% 28% 26%
22%
0%
10%
20%
30%
40%
Proactive alerts to let meknow when products I
want or need areavailable or on sale
Ability to pay forsomething by phone and
pick it up in store
Better browsingexperience e.g Wifi or 4G
Mobile loyaltycards/scheme -rewards
for paying by phone
Better/more price andinformation comparisons
Mobile wallets -making iteasier to pay using my
phone
Thinking about the future of mobile commerce (searching/buying/booking products and services via your mobile phone) how would you like this to
progress?
Mobile Commerce is not just about digital downloads but is really linking digital marketing with real world commerce
In tough economic times consumers are searching for the best deal. The mobile
internet is allowing consumers to search and find this in the best price in the best location,
be that on mobile or in the physical retail store. This leaves retailers with no where to
hide, giving consumers true price transparency.
Mobile advertising is a huge influencer in this
new phenomenon
Some specifics on Mobile Commerce 1) In Home Usage: 61% of In Home Mobile Commerce occurs in the front room/lounge TV offers a clear opportunity as an additional screen – 49% of those who conducted mobile commerce did so with TV as an additional media 2) Mobile Commerce and Advertising Mobile advertising is a key driver of mobile commerce and is welcomed by the majority of consumers, BUT: a) It must give consumers more than just a ‘check out’ b) It must be relevant and consent must be sought c) Location, favorite brands and previous site history are routes to make mobile advertising more relevant to consumers d) Future looking, consumers want a mix of features and function - proactive alerts, the ability to buy via phone and pick up in store and a better browsing experience.
On Device Research [email protected]