Your SlideShare is downloading. ×
0
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Mobile Apps Drive C-store Sales
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mobile Apps Drive C-store Sales

301

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
301
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Mobile Path to Purchase Study Understanding Mobile’s Role in the Retail Path to Purchase 2013
  • 2. 2xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase KEY FINDINGSMOBILE IS THE PRIMARY MEDIUM FOR GAS & CONVENIENCE APP USE IS HIGH IN GAS & CONVENIENCE MOBILE SEARCHES GAS & CONVENIENCE SEARCHERS MAKE QUICK DECISIONS BUT CAN BE INFLUENCED LOCATION AND PRICE ARE THE MAIN FACTORS DRIVING CONVERSION used mobile exclusively in their purchase decision of search time is happening in apps rather than mobile web plan to purchase within the day, but only 10% have a specific location in mind of Smartphone purchasers did so for one of these reasons 2/3 97% 88% 69% Gas & Convenience users are inherently mobile.They use their phones while on-the-go, looking for nearby locations at the right price, and with increased urgency. Therefore, the entire path to purchase often occurs in a single mobile session. Though the process is condensed compared to activity in other categories studied, Smartphone sessions are lengthy - 50% longer than the average mobile retail shopping session - so there is plenty of time to reach and influence these engaged consumers!
  • 3. 3xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase TOPICS COVERED» Mobile Reach & Usage » Profile of the Mobile Gas & Convenience User » Mobile Engagement & Behaviors » Consideration & Conversion » Comparing the Options: Price & Location » Mobile Advertising – Awareness & Impact
  • 4. 4xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase STUDY METHODOLOGYThis study combines online survey data from 2,000 U.S.Tablet and Smartphone users, as well as actual observed behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users – each group reporting they had engaged in activity related to Gas & Convenience information, products and services in the past 30 days. Respondent totals are as follows (none of which are mutually exclusive): • Smartphone owners: 1,765 • Tablet owners: 1,526 • Gas & Convenience users: 1,038 xAd, and long-time partner Telmetrics, have collaborated with Nielsen to develop this first-to-market mobile behavior study that helps track the mobile consumer from initial purchase intent to conversion, while exploring ad effectiveness and examining the various profiles of mobile Gas & Convenience users.
  • 5. 5xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase MOBILE REACH & USAGE
  • 6. 6xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase FOR THE GAS & CONVENIENCE CATEGORY, SMARTPHONE IS THE DOMINANT MEDIA Number of Online Shoppers (thousands) PC Smartphone Tablet* 5,084 12,900 685 Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – March 2013 *Tablet estimates are directional with a low base size Percent of Time Spent Usage by Device (Includes consumers who do not have all three devices) 1% TABLET 14% PC 85% SMARTPHONE
  • 7. 7xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase SMARTPHONE SESSIONS ARE MORE THAN 2X IN LENGTH OVER PC, AVERAGING OVER 6 MINUTES PER SESSION Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – March 2013 *Tablet estimates are directional with a low base size In comparison, Retail users spend just over 4 minutes on mobile Average Session Length (minutes) PC Smartphone Tablet* 2.5 6.5 2.9
  • 8. 8xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase GAS & CONVENIENCE MOBILE USERS ARE ACCESSING THEIR DEVICES DURING THE EVENING COMMUTING HOURS Source: Nielsen Online panel , Nielsen Mobile panel – March 2013 Note: Mobile Projections are n>17 Mobile PC PC activity spikes before lunch, while mobile activity spikes before the drive home INDEX OF ONLINE USAGE ACTIVITY BY HOUR (100 = AVERAGE AMOUNT OF SHOPPERS FOR THAT CHANNEL) 12:00AM 1:00AM 2:00AM 3:00AM 4:00AM 5:00AM 6:00AM 7:00AM 8:00AM 9:00AM 10:00AM 11:00AM 12:00PM 1:00PM 2:00PM 3:00PM 4:00PM 5:00PM 6:00PM 7:00PM 8:00PM 9:00PM 10:00PM 11:00PM 250 200 150 100 50 0
  • 9. 9xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase Source: Nielsen March 2013 Mobile Database *Reach % calculated based on consumers with Smartphone devices, 126.6MM HIGH USAGE OF APPS OVER MOBILE WEB HIGHLIGHTS THE IMPORTANCE OF EASY ACCESS TO INFORMATION IN THIS CATEGORY UNIQUE AUDIENCE AND REACH GAS & CONVENIENCE US,ANDROID AND IPHONE, MARCH 2013 APPS WEB MONTHLY TIME PER PERSON (HH:MM:SS) GAS & CONVENIENCE US,ANDROID AND IPHONE, MARCH 2013 91% 11.7M 1.8M 14% Combined Gas & Convenience App/Web Time per Person 00:37:56 WEB 3% 00:08:37 APPS 97% 00:40:41
  • 10. 10xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase PROFILE OF THE MOBILE GAS & CONVENIENCE USER Demographic Insights
  • 11. 11xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase GAS & CONVENIENCE TABLET AND SMARTPHONE USERS SKEW MALE AND MORE MATURE IN AGE 18-24 25-43 35-44 45-54 55+ AGE COMPOSITION US, Android and iPhone, March 2013 17% 15% 15% 14% 23% 22% 22% 27% 20% 20% 19% 23% 18% 17% 16% 22% 22% 26% 28% 13% Total US Mobile Total Gas & Convenience Gas & Convenience App Users Gas & Convenience Browser Users Total US Mobile Total Gas & Convenience Gas & Convenience App Users Gas & Convenience Browser Users GENDER COMPOSITION US, Android and iPhone, March 2013 Female Male 50% 47% 47% 44% 50% 53% 53% 56% 4% 4% 5%
  • 12. 12xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase USERS ARE PREDOMINANTLY CAUCASIAN WITH OVER 1/3 MAKING BETWEEN $50-$100K White Asian or Pacific Islander Other Race Black or African-American Mixed Racial Background <$25K $25-50K $50-100K $100-150K $150K+ HOUSEHOLD INCOME COMPOSITION US, Android and iPhone, March 2013 RACE COMPOSITION US, Android and iPhone, March 2013 15% 12% 11% 20% 22% 22% 22% 21% 34% 38% 39% 34% 18% 16% 17% 9% 12% 12% 12% 16% 6%72% 13% 4% 76% 9% 7%3% 5%77% 69% 8% 13% 7% 7% 3% 7% 5% 5% 5% Total US Mobile Total Gas & Convenience Gas & Convenience App Users Gas & Convenience Browser Users Total US Mobile Total Gas & Convenience Gas & Convenience App Users Gas & Convenience Browser Users 4%
  • 13. 13xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase MOBILE ENGAGEMENT & BEHAVIORS
  • 14. 14xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase MOBILE IS USED TO KICK-OFF GAS & CONVENIENCE SEARCHES, AND OFTEN LEVERAGED ALL THE WAY THROUGH OVER 80% OF MOBILE SEARCHERS USE THEIR DEVICES EITHER AT THE BEGINNING OR ALL THE WAY THROUGH SHOPPING Questions used: CQ39: When visiting the <CATEGORY>, at what part of the research process did you use your <DEVICE>? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) STAGE OF GAS & CONVENIENCE RESEARCH PROCESS IN WHICH DEVICE WAS USED SMARTPHONE TABLET TOTAL TOTALGAS & CONVENIENCE GAS & CONVENIENCE At the start At the end In the middle All the way through 64% 58% 52% 48% 14% 10%14% 13% 5% 9%8% 4% 17% 23%26% 35%
  • 15. 15xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase MOBILE IS CONSIDERED THE PRIMARY MEDIA SOURCE FOR NEARLY ¾ OF SMARTPHONE AND 2/3 OF TABLET SHOPPERS Questions used: CQ8G: When thinking of all the media outlets available when searching for <CATEGORY>-related information, which is most important? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) GAS & CONVENIENCE MEDIA OUTLET (TOP RANK) ONLINE/PC IS FAR LESS IMPORTANT FOR GAS & CONVENIENCE THAN OTHER CATEGORIES RESEARCHED SUCH AS RETAIL SMARTPHONE TOTAL TABLET TOTAL SMARTPHONE GAS & CONVENIENCE GAS & CONVENIENCE TABLET 35% 67% 9% 25% 48% 20% 49% 26% 9% 6% 6% 8%7%8% 37% 41% Mobile Phone Online/PC Tablet Other
  • 16. 16xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase PROXIMITY PLAYS A KEY ROLE IN CONSIDERATION Questions used: CQ28: When looking up information related to <CATEGORY> on your <DEVICE>, which of the following do you expect regarding the location of the business? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) 3/4OF MOBILE USERS EXPECT LOCATIONS TO BE 5 MILES OR CLOSER HOW CLOSE SHOULD THE BUSINESS BE SMARTPHONE USERS 4% <1 MILE 6% <1 MILE 79% WITHIN 5 MILES 65% WITHIN 5 MILES 9% NO EXPECTATION OF DISTANCE 18% NO EXPECTATION OF DISTANCE 8% > 5 MILES 11% > 5 MILES TABLET USERS
  • 17. 17xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase IMMEDIATE NEEDS DRIVE FAST CONVERSION Questions used: CQ17: Upon accessing the app/website on your <<INSERT DEVICE>>, which of the following best describes you? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) 2/3OF SMARTPHONE SEARCHERS ARE LOOKING TO MAKE A GAS & CONVENIENCE PURCHASE WITHIN THE HOUR! HOW QUICKLY RESPONDENT LOOKING TO MAKE DECISION IMMEDIATELY WITHIN DAY LONGER THAN WITHIN MONTH WITHIN HOUR WITHIN MONTH WASN’T LOOKING TO GO SMARTPHONE TABLET 2% 5% 7% 2% 24% 10% 31% 43% 35% 24% 16%
  • 18. 18xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase DESPITE AN IMMEDIATE INTENT TO PURCHASE, MOBILE USERS CAN STILL BE INFLUENCED 2/3OF MOBILE USERS ARE STILL CONSIDERING PURCHASE OPTIONS WHEN LOOKING UP GAS & CONVENIENCE INFORMATION ON THEIR DEVICE Questions used: CQ17: Upon accessing the app/website on your <<INSERT DEVICE>>, which of the following best describes you? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) SMARTPHONE USERS 1% 2% 12% 27% 14% 33% 12% 8% 30% 8% 31% 22% TABLET USERS USERS ARE ENGAGED - SPENDING 50% LONGER RESEARCHING GAS & CONVENIENCE THAN THE AVERAGE RETAIL SESSION I had no idea what I was looking for I had a general idea what I was looking for I had narrowed down what I was looking for I knew exactly what I was looking for Was just browsing Don’t know
  • 19. 19xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase CONSIDERATION & CONVERSION
  • 20. 20xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase GAS & CONVENIENCE USERS ARE SEARCHING ON-THE-GO Question Used:CQ16 Where were you when accessing the website/app on your smartphone/tablet? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) LOCATION OF USE 80% OF SMARTPHONE SEARCH AND 40% OF TABLET SEARCH HAPPENS OUTSIDE OF HOME SMARTPHONE TABLET Home Gas & Convenience Store Outside of Home Other 3%2% 1% 2% 37% 77% 59% 20%
  • 21. 21xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase SMARTPHONES AND TABLETS ARE LEVERAGED TO FIND A BUSINESS AND MAKE A PURCHASE Questions used: CQ8E: When accessing <CATEGORY> information on your < DEVICE> what were you looking to ultimately accomplish? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) 39% 36% 24% 36% 31% 34% Looking for Business to Purchase From SMARTPHONETABLET Looking for Contact Information Researching Options
  • 22. 22xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase NEARLY ALL MOBILE ACTIVITY LEADS TO AN IN-PERSON TRANSACTION Questions used: CQ19: Did you ultimately visit a store/make a purchase or transaction related to your visit to the App/Site on your <<INSERT DEVICE>>? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) MADE A PURCHASE OR TRANSACTION RELATED TO MOBILE SEARCH HOW GAS & CONVENIENCE PURCHASE COMPLETED SMARTPHONE SMARTPHONE TABLET TABLET 85% 84% 96% 95% 5%4% IN PERSON OTHER
  • 23. 23xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase UNLIKE OTHER CATEGORIES, THE ENTIRE PATH TO PURCHASE HAPPENS IN ONE SESSION – OFTEN MAKING MOBILE THE EXCLUSIVE TOOL FOR PURCHASE Questions used: CQ36: Other than on your mobile device, what other media did you use to aid in your purchase decision? Made a Gas & Convenience Purchase and own: Smartphone(n=396),Tablet (n=138) 2 out of 3 users exclusively used mobile in their purchase decision ADDITIONAL MEDIA USED TO AID IN GAS & CONVENIENCE PURCHASE DECISION ONLINE/PC TABLET TELEVISION NEWSPAPER MAIL YELLOW PAGES OTHER NO OTHER MEDIA OUTLETS WERE USED 21% 8% 8% 7% 5% 4% 2% 68% 29% 17% 5% 8% 6% 3% 1% 57% SMARTPHONE TABLET
  • 24. 24xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase COMPARING THE OPTIONS: PRICE AND LOCATION $
  • 25. 25xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase MOBILE GAS & CONVENIENCE SEARCHERS LEVERAGE MOBILE TO FIND THE BEST POSSIBLE OPTIONS IN COST & PROXIMITY WAYS GAS & CONVENIENCE APP/WEBSITE USED BY DEVICE Questions used: CQ20: Why did you go to the location/make a purchase that you did following your visit to the <CATEGORY> on your <DEVICE>? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) SMARTPHONE TABLET To Find/Compare Pricing 66% 61% To Look for Location 54% 56% To Use Reviews to Decide on Location 36% 29% To Find Online Deals 11% 10% To Call for More Info 11% 22%
  • 26. 26xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase GAS IS BY FAR THE MOST POPULAR TYPE OF SEARCH IN THIS CATEGORY SEARCH FOR GAS & CONVENIENCE BUSINESS TYPES GAS CONVENIENCE STORE OIL CHANGE SERVICES/PRODUCTS OTHER 90% 87% 19% 25% 26% 18% 2% 2% Questions used: CQ20A: Why did you go to the location/make a purchase that you did following your visit to the <CATEGORY> on your <DEVICE>? Total Smartphone Gas & Convenience owners (n=466),Total Tablet Gas & Convenience owners (n=164) SMARTPHONE TABLET
  • 27. 27xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase SMARTPHONE ACTIVITY IS LARGELY DRIVEN BY GAS COMPARISON SITES Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – March 2013 *Tablet estimates are directional with a low base size NUMBER OF ONLINE USERS BY GAS & CONVENIENCE CATEGORY (thousands) SMARTPHONEPC TABLET* TOTAL CATEGORY USAGE GAS COMPARISON CONVENIENCE BRANDS GAS BRANDS OIL/LUBE BRANDS 5,084 2,053 1,460 1,816 136 12,900 11,592 1,333 271 71 685 223 262 135 -
  • 28. 28xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase REASON VARIES BY NEED REASONS FOR GOING TO GAS & CONVENIENCE AFTER VISITING APP/WEBSITE (TOP RANK) Gas (n=490) Convenience (n=103) WAS IN PRICE RANGE CLOSE TO MY LOCATION HAD AN EXACT LOCATION IN MIND BRAND I WAS LOOKING FOR FOUND DEAL THAT NEEDED IMMEDIATE ACTION HAD GOOD REVIEWS 37% 14% 31% 42% 10% 15% 9% 13% 6% 4% 2% 8% Questions used: CQ20A: Why did you go to the location/make a purchase that you did following your visit to the <CATEGORY> on your <DEVICE>? GAS CONVENIENCE
  • 29. 29xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase MOBILE ADVERTISING: AWARENESS & IMPACT
  • 30. 30xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase C22/22A. Have you encountered/clicked any of the following types/categories of advertisements on your device(s) in the past 30 days? Smartphone Owner for Gas & Convenience (n=466),Tablet Owner for Gas & Convenience (n=763) ¾ GAS & CONVENIENCE USERS NOTICE MOBILE ADS % OF GAS & CONVENIENCE USERS THAT HAVE SEEN AN AD IN THE PAST 30 DAYS 77% 72%70% 66% TOTAL TOTALGAS & CONVENIENCE GAS & CONVENIENCE SMARTPHONE TABLET 21%OF ALL SMARTPHONE & TABLET USERS CLICK ON ADS
  • 31. 31xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase C24. You mentioned that you encountered an ad during the past 30 days on your <<INSERT DEVICE>. Did you do any of the following after viewing the ad? 1 IN 4 GAS & CONVENIENCE USERS TOOK ACTION AFTER VIEWING AN AD ON THEIR SMARTPHONE AND 2 IN 5 DID SO ON A TABLET SPECIFIC ACTIONS TAKEN BY DEVICE TOOK ACTION AFTER VIEWING A GAS & CONVENIENCE AD ON SMARTPHONE (N=93),TABLET (N=27) VISITED SITE THAT WAS ADVERTISED USED A COUPON VISITED RETAILER LOOKED ONLINE FOR MORE INFO TOOK ACTION 26% TOOK ACTION 39% NO ACTION 74% NO ACTION 61% AFTER VIEWING GAS & CONVENIENCE AD ON SMARTPHONE NOTICED ADS ON SMARTPHONE FOR GAS & CONVENIENCE (N=358) AFTER VIEWING GAS & CONVENIENCE AD ON TABLET NOTICED ADS ON TABLET FOR GAS & CONVENIENCE (N=70) 35% 31% 15% 19% 42% 27% 23% 23% SMARTPHONE TABLET
  • 32. 32xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase CQ27. When it comes to mobile advertising on your <<INSERT DEVICE>>, what kind of ads are you most likely to click on? Smartphone Owner for Gas & Convenience (n=576),Tablet Owner for Gas & Convenience (n=466) Gas & Convenience Advertising Most Likely to Click on by Device (Top Rank) NEARLY A THIRD OF GAS & CONVENIENCE USERS ARE MORE LIKELY TO CLICK ON AN AD CONTAINING COUPONS 27% 19% 19% 23% 27% 19% 19% 24% AD THAT OFFERS COUPON/ PROMOTION SMARTPHONE TABLET AD THAT’S LOCALLY RELEVANT TO ME AD THAT FEATURES A BRAND I KNOW AD THAT DOESN’T TAKE ME OUTSIDE APP/WEBSITE
  • 33. 33xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas & Convenience Path to Purchase n Mobile is the main source of information for the Gas Convenience category – 2/3 of mobile users did not leverage any other form of media for information. Mobile users want to make a decision right away - often within the hour. But because many users are still undecided, there is still opportunity for influence. It’s important to reach Gas Convenience users in the moment to impact their purchase decisions. n Location and price are keys to mobile Gas Convenience conversion. Mobile users are accessing their devices on-the-go and typically trying to find locations within 5 miles.The combination of proximity and the right price will bring them in the door. n Gas Convenience users want to make a purchase - 85% of Smartphone and 84% of Tablet users ultimately made a transaction – mostly in person.To reach these users you have to aid in their desire to convert by offering convenient comparison tools and deals. CONCLUSIONS
  • 34. 34xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas Convenience Path to Purchase ABOUT XAD Since 2009, xAd has grown to become one of the largest mobile-local advertising networks in the U.S. and the only one offering the ability to target mobile audiences using a combination of location signal and search context, leading to performance that is 3 to 5 times above the industry average.Across its network, xAd aggregates and manages the largest network of location verified mobile inventory in the industry, resulting in billions of location-specific ad impressions per month and over one million national and local advertisers. xAd is based in New York City with several satellite offices across the U.S. and internationally. For more information, visit xAd.com. ABOUT TELMETRICS For more than 20 years,Telmetrics has been the call measurement industry leader.Telmetrics’ call tracking solutions, which are available in North America and across Europe, track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search.This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America and Europe.With greater visibility into advertising per- formance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media. For more information, visit Telmetrics.com ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. Additional study details and findings can be found at MobilePathtoPurchase.com. For questions or to provide feedback, please contact us at 888.234.7893 or requests@xAd.com FOR MORE INFORMATION:
  • 35. 35xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobile’s Role in the Gas Convenience Path to Purchase • Gas Convenience Mobile Shopper: Smartphone or Tablet user who reported using their mobile device to aid in a Gas Convenience purchase in the past 30 days. • Mobile Application/App: mobile content portal which does not require access via a mobile browser, though does still require internet access to reach. • Mobile Website/WAP: mobile content source accessible via a mobile browser such as Google or Safari, which requires internet access to reach. Desktop-accessible websites visited with a Smartphone are then called mobile websites. TERMINOLOGY

×