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Day in the life of a Mobile Commerce User May 2012

Day in the life of a Mobile Commerce User 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 M obile commerce and advertising Summary. Methodology and Sample. Methodology.

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Day in the life of a Mobile Commerce User May 2012

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  1. Day in the life of a Mobile Commerce UserMay 2012

  2. 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

  3. Methodology and Sample

  4. 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

  5. The Mechanic is Simple • Mobile owners click a web link (looks like an app icon), or bookmark once they encounter a brand. • They then simply select which brand they have encountered, whilst also giving permission to take their GPS co-ordinates. How feel as a result? What made you do this? Which activity? Where were you? Using other media?

  6. Day in the life of a mobile commerce user

  7. 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. Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  8. 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. Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  9. Saving money is the overwhelming factor that drives mobile commerce • 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 Most Important Factor Important Factors Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  10. 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. Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  11. 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. Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  12. NEW SECTION Physical Goods versus Digital Goods

  13. Protection and having a specific retail app gain importance amongst those who purchase physical goods. Post Survey: And which ONE is the most important to you? Please select one answer only Order of Importance Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  14. Use Cases

  15. 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.

  16. 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.

  17. 47% of mobile commerce actions occurred at home. Diary Stage: Where were you? At Home: 47% At Work: 10% Out and About: 29% Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  18. 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 Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  19. 64% use other media at the same time as mobile commerce • 36% of mobile commerce encounters are whilst consumers are watching TV Diary Stage: And were you using/looking at any other media at the same time? Phone (talking) 16% TV 36% Desk/ Laptop 10% Radio 7% Newspaper 5% Magazine 4% Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  20. NEW SECTION A closer look at In Home Mobile Commerce.Where in the home?What are they doing?What media are they using?

  21. 61% of In Home commerce takes place in the front room/lounge. 20% in the bedroom. Diary Stage: Where were you? At Home: 47% Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  22. 49% of In Home commerce interactions occur with the presence of TV. Diary Stage: Where were you? At Home: 47% Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  23. A 25-34, female from NJ: How does she use her mobile in home for commerce? 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 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 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 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 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 Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  24. A 25-34, male from Florida: How does he use his mobile in home for commerce? 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 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) 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 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 Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  25. In-Store Mobile Experience

  26. 76% 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.

  27. 53% have stopped a purchase in store as a result of using their mobile • Finding a better price is the key reason behind this. 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? Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  28. Mobile Commerce Case Studies

  29. 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.

  30. A day in the life of Mobile Commerce – 25 to 34, female, Near Atlanta 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 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) 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 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 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 Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  31. NEW SECTION Mobile Commerce and Advertising

  32. As we saw on slide 9… At 22%, Mobile Advertising is the second highest driver of mobile commerce.What are consumers perceptions of mobile advertising? What opportunities exist?

  33. Mobile Advertising is welcomed by consumers. • 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.

  34. Mobile advertising should give consumers more than just a ‘check out’ • 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.

  35. Relevance and permission are key if advertisers are to personalise advertising for consumers. • 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.

  36. Location, favourite brands and previous site history are the starting blocks for relevant mobile advertising. Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.

  37. 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.

  38. Mobile Commerce is not just about digital downloads but is really linking digital marketing with real world commerceIn 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

  39. Some specifics on Mobile Commerce1) In Home Usage:61% of In Home Mobile Commerce occurs in the front room/loungeTV offers a clear opportunity as an additional screen – 49% of those who conducted mobile commerce did so with TV as an additional media2) 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 soughtc) Location, favorite brands and previous site history are routes to make mobile advertising more relevant to consumersd) 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.

  40. On Device Research alistair@ondeviceresearch.com

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