Lightspeed research mobile commerce survey for figaro

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Digital Marketing magazine Figaro Digital teamed up with Lightspeed Research to conduct an exclusive, in-depth survey examining consumers' use, behaviour and attitudes towards mobile commerce. …

Digital Marketing magazine Figaro Digital teamed up with Lightspeed Research to conduct an exclusive, in-depth survey examining consumers' use, behaviour and attitudes towards mobile commerce.

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  • 1. M-commercePrepared exclusively for Figaro digital June 2011 1
  • 2. About the surveyThe survey was conducted on Lightspeed Research s UK online panel in June 2011. There were 1000respondents.Screening ResultsAn initial question was asked to identify those with mobile internet devices - overall 34% of respondents hadsome kind of mobile internet device - with smartphones and mobile phones the most common options Mobile device penetration Smartphone 13 % Regular phone with internet access 7% Other wi-f i enabled device 5% eReader wi-f i only 2% eReader - with 3G 2% Tablet wi-f i only 2% Tablet - with 3G 2% Other 2% I do not have a mobile device that can 66 % connect to the internet Source: Lightspeed Research, UK dataThe main questionnaire was asked only of those respondents with a mobile internet device of some kind -1000 respondents 2
  • 3. Main Survey ResultsThe majority of respondents with mobile internet devices have smartphones (66%), whilst 34% have regularmobiles that can access the internet. eReaders and tablets are less common · Men are more likely to have smartphones (70% vs 61% for women) Type of mobile internet device owned Smartphone 66 % Regular phone with internet access 34 % Other wi-f i enabled device 27 % eReader wi-f i only 12 % eReader - with 3G 10 % Tablet wi-f i only 9% Tablet - with 3G 8% Other 8% Source: Lightspeed Research, UK data · Respondents aged 18-34 are much more likely to have smartphones, while those aged 55-64 are more likely to have regular mobiles with internet access · Those aged 55-64 are the most likely to have e-readers, whilst those aged under 55 are the most likely to have other mobile internet devices (eg portable media players) 3
  • 4. Type of mobile internet device owned 18 34 35 54 55 64 78 % Smartphone 67 % 37 % 30 % Regular phone with internet access 35 % 41 % 28 % Other wi-fi enabled device 30 % 18 % 7% eReader wi-fi only 13 % 17 % 9% eReader - with 3G 9% 12 % 11 % Tablet wi-f i only 7% 7% 11 % Tablet - with 3G 9% 2% 5% Other 9% 14 % Source: Lightspeed Research, UK dataAlmost all respondents (99.8%) have made a mobile internet purchase in the past month, with more than half(55%) making 2-5 mobile purchases during this time · There are no noteworthy differences between men and women, nor across age groups Purchases made on mobile internet device in past month 55 % 27 % 11 % 7% 0.2 % 1 2-5 5 - 10 More than 10 None Source: Lightspeed Research, UK data 4
  • 5. Apps and music are the most common purchases, followed by clothes and electronic books · Men are more likely to have purchased apps and take-away meals, while women are more likely to have purchased clothes via their mobile internet device Items purchased in the last month Apps 39 % Music 30 % Clothes 25 % eBooks / iBooks 23 % Other 19 % Travel (hotel, train ticket, f light etc) 19 % Everyday purchases such as f ood, 15 % Event tickets 13 % Take-away meal 13 % Video content 7% Charity donation 4% Source: Lightspeed Research, UK data Base: Made a purchase via mobile internet device in last month 5
  • 6. Items purchased in the last month Male Female Apps 45 % 32 % Music 32 % 28 % Clothes 19 % 31 % eBooks / iBooks 22 % 24 % Other 21 % 18 % Travel (hotel, train ticket, f light etc) 20 % 18 % Everyday purchases such as f ood, 16 % 14 % Event tickets 14 % 13 % Take-away meal 16 % 9% Video content 9% 3% Charity donation 4% 3%Source: Lightspeed Research, UK dataBase: Made a purchase via mobile internet device in last month · Half (51%) of 18-34 year olds have purchased apps in the past month · Around one third of 18-54 year olds have purchased music · Electronic book purchases are most popular with those aged 55-64 - with one third purchasing at least one in the past month · Purchasing take-aways via mobile is most common amongst 18-34 year olds 6
  • 7. Items purchased in the last month 18 34 35 54 55 64 51 % Apps 37 % 19 % 36 % Music 30 % 17 % 28 % Clothes 23 % 21 % 18 % eBooks / iBooks 23 % 33 % 15 % Other 21 % 24 % 17 % Travel (hotel, train ticket, f light etc) 20 % 21 % Everyday purchases such as f ood, groceries 15 % 15 % etc. 14 % 15 % Event tickets 13 % 11 % 17 % Take-away meal 12 % 6% 10 % Video content 6% 2% 5% Charity donation 2% 4% Source: Lightspeed Research, UK data Base: Made a purchase via mobile internet device in last monthOne quarter of respondents believe they have been influenced to make a purchase by a mobile ad · males and those aged 18-34 most likely to say they have been influenced to purchase by a mobile ad Proportion that have been influences to make a purchase by a mobile ad 33 % 29 % 25 % 23 % 20 % 14 % Total Male Female 18 34 35 54 55 64 Source: Lightspeed Research, UK data 7
  • 8. Of those who were influenced to buy by a mobile add, four out of ten said they could remember the ad · Amazon and apple/itunes ads were the most commonly citedOf those who can remember the ad · 46% said it was sent to them or shared by a friend (men are more likely to say this than women 52% vs 35%) · 71% said it was for something they were already considering buying (women were more likely to say this than men 76% vs 68%) · 62% said they came across the ad while researching the purchase on their mobile deviceThe majority (52%) have used their mobile internet devices to do product research when shopping on the highstreet. · Men and 18-34 year olds are most likely to do this Proportion that use their mobile internet device to do product research when shopping on the high street 62 % 57 % 52 % 51 % 47 % 35 % Total Male Female 18 34 35 54 55 64 Source: Lightspeed Research, UK data Base: Made a purchase via mobile internet device in last monthPrice comparison research is the most popular high street mobile research conducted, followed by productresearch, reading reviews by consumers and checking for availability 8
  • 9. Type of research conducted Visit price comparison sites 68 % Find out more about the product 49 % Read product reviews by other 45 % users Check availability 45 % Visit the website of the 35 %product/company making the item Read product reviews by 30 % prof essionals Find out more about the retailer 15 % Other 2%Source: Lightspeed Research, UK dataBase: Those who research purchases on mobile devices when shopping on high street · Men are more likely to visit product comparison sites, to do product research, and to read professional reviews Type of research conducted Male Female Visit price comparison sites 72 % 61 % Find out more about the product 51 % 46 % Read product reviews by other users 43 % 49 % Check availability 43 % 46 %Visit the website of the product/company 38 % making the item 31 % Read product reviews by prof essionals 33 % 25 % Find out more about the retailer 14 % 16 % Other 2% 1%Source: Lightspeed Research, UK dataBase: Those who research purchases on mobile devices when shopping on high street 9
  • 10. Convenience is the main reason respondents chose to purchase via mobile rather than a computer or visitinga store. This was much more commonly cited than the next most popular reason - that the item was for amobile device Why choose mobile over other purchase methods? It was the most convenient 55 % method It was easier as the item was for 26 % my mobile device It was cheaper than elsewhere 17 % Could not get to the store, or the 12 % store was closed I could only buy the item via 8% mobile I received a discount f or using my 7% mobile device Other 3% Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past monthThe majority of respondents prefer to make mobile purchases via visiting a website (71%) over using apps orSMS Preferred way to purchase via mobile? Via a Website 71 % Via an App 23 % Via an SMS 4% Other 3% Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month 10
  • 11. Consistent with their greater ownership of smartphones, 18-34 year olds are more likely to prefer purchasingvia apps, while those aged 35+ prefer to use websites when making mobile purchases. Preferred way to purchase via mobile? 18 34 35 54 55 64 65 % Via a Website 72 % 78 % 30 % Via an App 22 % 12 % 3% Via an SMS 4% 4% 2% Other 3% 6% Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past monthPaypal is the most preferred method for making payments for mobile shopping. Direct billing is much lesspopular (11%) Preferred way to pay when purchasing via mobile? Paypal 45 % Credit card 30 % Direct billing 11 % Bill on my mobile phone bill 6% Voucher/code 4% Other 3% SMs charge 1% Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month 11
  • 12. · Respondents aged 55-64 are much more likely to prefer to pay via credit card, and are less likely to prefer to pay via Paypal Preferred way to pay when purchasing via mobile? 18 34 35 54 55 64 47 % Paypal 46 % 40 % 26 % Credit card 29 % 40 % 13 % Direct billing 11 % 10 % 7% Bill on my mobile phone bill 7% 4% 5% Voucher/code 3% 2% 1% Other 3% 4% 2% SMs charge 1% 1% Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month96% of respondents who had made a mobile purchase in the past month were satisfied with the experience.Of the 4% who were dissatisfied: · 63% said the service was too slow · 37% said purchasing on their mobile device was more complicated · 19% had problems making a payment · 16% werent happy with the product 12
  • 13. One in four (41%) said they would think twice about using a retailer again if they had a poor mobilepurchasing experience, and a similar proportion said they might be deterred. Only 15% said a poor mobileexperience would not deter them from using a retailer again · Men are more likely to say they would be put off (44% vs 37%) · 18-34 year olds are more likely to say that one poor experience would put them off a retailer Would a poor mobile purchasing experiences put you off using that retailer again? 41 % 40 % 15 % 4% Yes No Maybe Dont know Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month Would a poor mobile purchasing experiences put you off using that retailer again? 18 34 35 54 55 64 48 % 44 % 42 % 38 % 33 % 34 % 19 % 14 % 15 % 5% 3% 5% Yes No Maybe Dont know Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month 13
  • 14. Most respondents (51%) say that a mobile purchase is easier or more practical than buying via computer forsome purchases or services. Only 19% of respondents say they find purchasing from their mobile internetdevice easier in general · Men are more likely than women (22% vs 16%) to say mobile device purchasing is easier · One quarter (25%) of 18-34 year olds say mobile device purchasing is easier / more practical than buying via computer Do you find making purchases via mobile easier / more practical than via computer? 51 % 30 % 19 % Yes No Depends on the specific product or service Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month Do you find making purchases via mobile easier / more practical than via computer? Male Female 55 % 47 % 31 % 30 % 22 % 16 % Yes No Depends on the specif ic product or service Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month 14
  • 15. Do you find making purchases via mobile easier / more practical than via computer? 18 34 35 54 55 64 56 % 54 % 44 % 31 % 30 % 31 % 25 % 17 % 13 % Yes No Depends on the specif ic product or service Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past monthJust over half (58%) think their mobile device is well suited to mobile purchasing. Almost one in five (17%) saythat their screen is to small, and 13% are worried about payment security Do you feel your mobile is well suited for making purchases? 58 % 17 % 13 % 12 % 8% Yes No, because it is No, because I am No, because it is No, because it too small worried about too slow has poor internet payment security connection Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month 15
  • 16. Women are more likely to be worried about payment security, and are less likely to think their mobile is wellsuited to making purchases. Consistent with the higher penetration of smartphones, those aged 18-54 aremost likely to consider that their mobile is well suited to making purchases. Do you feel your mobile is well suited for making purchases? Male Female 61 % 55 % 18 % 16 % 16 % 13 % 12 % 10 % 8% 8% Yes No, because it is No, because I am No, because it is No, because it too small worried about too slow has poor internet payment security connection Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month Do you feel your mobile is well suited for making purchases? 18 34 35 54 55 64 62 % 59 % 50 % 20 % % 22 18 % 15 % 14 % 11 % 9% 11 % 11 % 7% 8% 9% Yes No, because it is No, because I am No, because it is No, because it too small worried about too slow has poor internet payment security connection Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month 16
  • 17. For those who have apps or an app-enabled device it is most common to have 1-5 paid for apps Number of paid for apps currently on device? 36 % 25 % 14 % 12 % 8% 6% None - my None 1 5 6 - 10 11 - 20 More than 20 device doesnt use apps Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past monthThose aged 18-34 are more likely to have paid-for apps - again 1-5 is the most common number Number of paid for apps currently on device? 18 34 35 54 55 64 43 % 35 % 33 % 28 % 23 % 25 % 22 % 15 % % 15 11 % 9% 8 %9 % 6% 5% 5 %7 % 1% None - my None 1 5 6 - 10 11 - 20 More than 20 device doesnt use apps Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month 17
  • 18. Most people who have purchased apps keep them for longer than 3 months - this is particularly true forrespondents aged 35 - 54 years. Average time a paid-for app stays on your device 54 % 15 % 15 % 12 % 5% Less than 1 week One week One month Up to three Longer than three months months Source: Lightspeed Research, UK data Base: Those who have purchased apps on their mobile device Average time a paid-for app stays on your device 18 34 35 54 55 64 60 % 49 % 48 % 23 % 19 % 15 % 15 % 15 % % 13 12 % 10 % 6% 5% 7% 3% Less than 1 week One week One month Up to three Longer than three months months Source: Lightspeed Research, UK data Base: Those who have purchased apps on their mobile device 18
  • 19. One third (34%) have used geo-location apps, with Google Buzz the most popular · Men are more likely to use geo-location apps than women (38% vs 29%) · The younger the respondent, the more likely they are to use geo-location apps (18-34:39%, 35- 54:32%, 55-64:27%) Geo-location apps used 66 % 25 % 4% 3% 3% 1% 1% Foursquare Google Buzz Gowalla Brightkite Loopt Other None Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month · For the majority of those who dont use geo-location apps, there is no reason to use them (56%), whilst only 13% are worried about the security of their personal information Reasons why geo-location apps not used 56 % 14 % 13 % 11 % 9% 9% Theres no Dont like the Im worried Other I cant use apps They are an reason f or me idea of them about the on my mobile invasion of to use them security of my device privacy personal inf ormation Source: Lightspeed Research, UK data Base: Those who do not use geo-location apps 19
  • 20. 18-34 year olds are the most likely to say that there is no reason for them to use geo-location apps, whilethose aged 55-64 are most likely to say they cant use geo-location apps on their mobiles Reasons why geo-location apps not used 18 34 35 54 55 64 61 % 56 % 48 % 17 % 16 % 17 % 14 % 12 % % 13 11 % % 13 11 % 10 % 10 % % 9 7% 7% 4% Theres no Dont like the Im worried Other I cant use They are an reason f or me idea of them about the apps on my invasion of to use them security of my mobile device privacy personal inf ormation Source: Lightspeed Research, UK data Base: Those who do not use geo-location appsImproved speed, better offers, greater ease and security, and a better range of products are all important toencourage increased mobile shopping What would prompt you to make more purchases via your mobile over the next 12 months? 29 % 28 % 26 % 25 % 24 % 14 % 14 % 5% If it was If there were If it was If it was If more If I had a Nothing you If I received quicker more mobile more secure easier products I dif f erent or prompt me more purchase wanted were more to purchase targeted ads specif ic available via advanced via my to my mobile of fers or mobile mobile mobile device discounts device Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past month 20
  • 21. Men are more likely to make more mobile purchases if the process were quicker, and if there were moreproducts they wanted available via mobile What would prompt you to make more purchases via your mobile over the next 12 months? Male Female 32 % 30 % 25 % 26 % 27 % % 25 27 % 25 % % 25 20 % 15 % % 16 % 14 12 % 7% 3% If it was If there If it was If it was If more If I had a Nothing you If I received quicker were more more easier products I dif f erent or prompt me more mobile secure wanted more to purchase targeted purchase were advanced via my ads to my specif ic available mobile mobile mobile of fers or via mobile device device discounts Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past monthThose aged 55-64 are most likely to say that nothing would encourage them to make more mobile purchases,and also the most likely to say a more advanced mobile would encourage them to do more mobile shopping 21
  • 22. What would prompt you to make more purchases via your mobile over the next 12 months? 18 34 35 54 55 64 33 % 34 % 29 % 31 % 30 % 28 % 26 % 25 % 21 % 23 % 21 % % 22 19 % 18 % 19 % 17 % 16 % % 17 15 % 11 % 10 % 6 %6 % 2% If it was If there were If it was If it was If more If I had a Nothing you If I received quicker more mobile more secure easier products I diff erent or prompt me more purchase wanted were more to purchase targeted ads specific available via advanced via my to my mobile of fers or mobile mobile mobile device discounts device Source: Lightspeed Research, UK data Base: Those who have purchased via mobile device in the past monthFor more information please contact:Ralph Risk, Marketing Director, EMEAT: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901rrisk@lightspeedresearch.com | www.lightspeedresearch.com 22