Les 1 ipsos digital marketing

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Les 1 ipsos digital marketing

  1. 1. The Online ConsumerAntoon Van der Steichel – Research Manager Ipsos 9 October 2013
  2. 2. 2
  3. 3. IPSOS 3 1
  4. 4. 4 84 COUNTRIES >15 000 EMPLOYEES € 1.7 BN (2012)
  5. 5. Ipsos key Milestones © 2013 Ipsos. Corporate Presentation 5 First acquisitions outside France : Ipsos becomes a European company. Didier Truchot founds Ipsos in Paris. Jean-Marc Lech joins Ipsos. First acquisitions outside Europe : Ipsos builds its worldwide network. Ipsos acquires Synovate making it No. 3 in Research worldwide. Ipsos lists its shares on the stock market (today’s Eurolist of Euronext). 1975 1982 1990 1997 1999 2011 Ipsos: an innovation company
  6. 6. 22M € turnover 120FTE’S Projects in 2012 500> > Ipsos in Belgium 6
  7. 7. Over 120 FTE consisting of… 7 Qualitative research 0 Support 0 Operations Quantitative research Community research
  8. 8. 4 offices across Belgium 8 Gent 65 Berchem 19 Namur 1Waterloo 35
  9. 9. Technical capabilities 9 200 laptops for CAPI > 100 units for CATI Test facilities in Antwerp & Namur Access Panel >100 K (BE) Eye tracking Mobile Handhelds Social spaces Biometrics Passive
  10. 10. 10
  11. 11. And many more Ipsos Belgium : our references
  12. 12. The online Consumer 12 2
  13. 13. WELCOME TO THE NEW NORMAL Where consumers are constantly connected – and “always on” is their default setting
  14. 14. WELCOME TO THE NEW NORMAL Where we are accelerating towards the new singularity – a tipping point where the storing of a consumer’s life information will be in a single portable digital device
  15. 15. WELCOME TO THE NEW NORMAL Where we will need to learn to cope with “super abundance” – tools, choices, apps will move to “one touch” actions combined with the visualization of information
  16. 16. WELCOME TO THE NEW NORMAL Where we are moving towards a culture where information about most things becomes freely available
  17. 17. WELCOME TO THE NEW NORMAL And where personalization via devices and applications will continue to quickly grow
  18. 18. BRAND IMAGE TV, Press, Poster, DM etc… Sponsorship Planned PR Website PLANNED COMMS Share of Voice Strategy Communication COMPETITOR ACTIVITY Word of Mouth Unplanned PR Blogs and Forums INCIDENTAL Product Experience Occasion / Users POS experience USE / EXPERIENCE WHY IS ONLINE IMPORTANT TO YOUR BRAND? 18
  19. 19. LOOKING BACK 7 YEARS AGO Your brand on top of almost all communication
  20. 20. BUT NOW, BRANDS ARE NO LONGER IN CONTROL They can only observe how consumers create an online image, based on their experiences…
  21. 21. 35% of the online consumers claim they have ever “talked” about a brand online, and this will only increase over time SOURCE OPPA BRAND BUZZ SURVEY
  22. 22. IMPLICATIONS FOR MARKET RESEARCH
  23. 23. 2323 GAMIFICATION SIMULATORS / PREDICTIVE TOOLS VOICE RECOGNITION REAL TIME QUANTIFIED SELF AUGMENTED REALITY BIG DATA MAPPING RFID / SENSORS LEVERAGING DISTRACTION LOCATION-BASED / GEO-SOCIAL APPIFICATION
  24. 24. We need to evolve our tools TECHNOLOGY WILL BE THE BIG ENABLER OF THE MARKET RESEARCH OF THE FUTURE
  25. 25. PASSIVE DATA COLLECTION WILL BE KEY FROM “WHAT QUESTIONS DO WE NEED TO ASK” TO “DO WE NEED TO ASK QUESTIONS” DIGITIZATION ACCELERATES PASSIVE DATA CAPTURE: - Listening - Observing - Sensing - Logging - Tracking
  26. 26. 26 SOCIAL LISTENING OFFERS AN UNFILTERED VIEW INTO HOW PEOPLE TALK ABOUT, SHARE, AND PROMOTE YOUR BRAND ONLINE
  27. 27. MOTILIUM CASE 27
  28. 28. 28 11/10: MOTILIUM CASE
  29. 29. 29 PASSIVE MEASUREMENT = REAL TIME OBSERVATION OF BEHAVIOUR
  30. 30. 30 IPSOS PROUDLY PRESENTS IPSOS DIGITAL VIEW 1. Technology 2. Test panel set-up 3. Key learnings internet usage 4. Research solutions 5. Case studies
  31. 31. IPSOS DIGITAL VIEW The technology 31
  32. 32. Ipsos Digital View 32
  33. 33. 33 EVERYTHING Ipsos Digital View
  34. 34. 34 http:// http:// http:// http:// http:// http:// http:// http:// http:// http:// http:// Ipsos Digital View
  35. 35. 35 0 0 0 1 9 Ipsos Digital View
  36. 36. 36 Ipsos Digital View
  37. 37. 37 xx Ipsos Digital View
  38. 38. IPSOS DIGITAL VIEW Test panel set-up 38
  39. 39. Intake survey & software download N=362 33% drop-out Belgium test panel set-up Month tracking FEB ‘13 MAY ‘13 39
  40. 40. 40 OUTPUT = BIG DATA URLs: 408.359 Webpages: 7.491.513 Hours tracked: 61.800
  41. 41. IPSOS DIGITAL VIEW General learning's on internet usage by Belgian consumers 41
  42. 42. TOTAL MALE FEMALE On average our panel spent 2 hours online per day, women tend to show more online activity. 42 120 114 125 7 8 7 15 15 15 223 212 230 Average minutes per day Average internet moments per day Average websites per day Average webpages per day Base: Total Sample (n=362)
  43. 43. Higher online usage among women and youngest age group 43 45 36 33 55 64 67 38 45 54 62 55 46 GENDER AGE 18-39 y.o. 40-65 y.o. Base: Total Sample (n=362) LIGHT USERS (surfing < 2 hrs/day) MEDIUM USERS (surfing 2-4 hrs/day) HEAVY USERS (surfing +4 hrs/day)
  44. 44. Visiting social network sites is the key activity online 44 33% 7% 6% 5% 2% 2% 45%  Social networks  Mail  Games and gambling  News  Banking  Second hand websites  Other Base: Total Sample (n=362) % OF ACTIVITY IN TOTAL TIME ONLINE
  45. 45. Facebook and YouTube main social network sites visited but with different intensity 45 93,3% 29,5% 87,1% 3,5% 44.3% 0,1% 12,5% 0,1% UNIQUE VISITORS % OF TOTAL TIME ONLINE Base: Total Sample (n=362)
  46. 46. AVG VISITS/ VISITOR Women and youngest age group most frequent and intense facebook users 46 96,1% 96,3% 98,3% 94,6% 74 122 121 80 18:38 20:44 21:09 18:34 UNIQUE VISITORS AVERAGE LENGTH OF VISIT (in min) MALE FEMALE 18-39 y.o. 40-65 y.o. Base: Total sample (n=362) n=176 n=186 n=154 n=208
  47. 47. Twitter has a younger profile and is more frequently used by men. 47 45,4% 43,4% 51,2% 39,3% 4 3 4 3 03:52 03:02 02:30 04:35 UNIQUE VISITORS AVERAGE LENGTH OF VISIT (in min) AVG VISITS/ VISITOR MALE FEMALE 18-39 y.o. 40-65 y.o.
  48. 48. AVG VISITS/ VISITOR Pinterest is clearly a young women’s site although men appear to find their way to the site as well... 48 10,8% 11,9% 17,4% 7,1% 4 14 14 1 05:04 04:04 04:22 02:01 UNIQUE VISITORS AVERAGE LENGTH OF VISIT (in min) MALE FEMALE 18-39 y.o. 40-65 y.o.
  49. 49. There is almost only 1 search engine used 49 94%of all registered searches are executed by Google Base: Total Sample (n=362)
  50. 50. Google is actually most commonly used as a navigation tool 50 Hotmail HLN FB Immoweb Youtube Gva Kapaza Wildfood info Belfius Base: Total Sample (n=362) Top 10 most often used search terms
  51. 51. IPSOS DIGITAL VIEW Research solutions & cases 51
  52. 52. What business questions can be addressed? 52 COMPETITIVE INTELLIGENCE BUSINESS RISK ASSESSMENT MARKET UNDERSTANDING MARKETING ROI • Online market share • Visitor profile • Website performance • Competitive website visiting by clients • Type of information searched • General online behaviour • Usage of online services/channels • Path to purchase • Impact of advertising, promotions • Media effectiveness • Audience profiling
  53. 53. SOLUTION 1: COMPETITIVE INTELLIGENCE 53
  54. 54. CASE STUDY 1 54
  55. 55. However, survey data revealed that the functionality of the website is at the root cause... 55 Website evaluation of 2 main competitors in services industry 9.3 258 27.7 s 8.8 112 12.7 s Length of visit in seconds Behaviour at website X Behaviour at website Y # pageviews/visit Average time per page Follow-up research with visitors of both websites showed that the longer time per page was due to the rather unclear structure of the website, making it more difficult to find the necessary information.
  56. 56. CASE STUDY 2 56
  57. 57. 10% Looking for news is also a popular activity online 57 97% http://........ News sites visited 10min. 1,8different websites visited the same day visits 3 or more different news sites a day http:// http:// http:// visited at least 1 newssite average time spend browsing for news Base: Total Sample (n=362)
  58. 58. 18-26% also visit De Standaard Online 40-50% Multiple online newsbrand users primarily loyal within a specific journalistic style 58 also visit HLN.be visitors Other news sites visited on the same day Base: P12Weeks visitors of Het Nieuwsblad (n=102))
  59. 59. Specific events impacting online news consumption in different ways 59 127 Most consumers surfing to at least 1 news site 04/02 compared to an average day Most consumers visiting 3 different newssites on one day Most time spent on newssites an index of 14012/03 compared to an average day an index of 13928/01 compared to an average day an index of Base: Total Sample (n=362)
  60. 60. CASE STUDY 3 60
  61. 61. 19 February 19 March This monthly newsletter attracts – depending on the content – 4 to over 5 times more visitors than on an average day... 61 Base: Total Sample (n=362) Number of unique visitors a day
  62. 62. 19 February 19 March ... and succeeds in generating substantially additional traffic to the site ! 62 Index 550 Index 413 Average unique visitors a day 19 February 19 March 47% 36% Base: Total Sample (n=362) Number of unique visitors a day New visitors (PM)
  63. 63. SOLUTION 2: BUSINESS RISK ASSESSMENT 63
  64. 64. CASE STUDY 1 64
  65. 65. Visited competitors website during P12 weeks At first sight approx. equal proportion of customers potentially ‘at risk’ ... but still with a different competitive dynamic 72% Competitor Y 70% Competitor Z 20% Comparison website 30% Own website 19% Competitor X 75% Competitor Z 21% Comparison website 68% Own website 43%49% EXPLORING CHURN RISK IN SERVICES INDUSTRY 65Base: Clients of brand X or Y (n=172)
  66. 66. SOLUTION 3: MARKET UNDERSTANDING 66
  67. 67. E-COMMERCE IN BELGIË 67
  68. 68. E-commerce groeit 68 SOURCE: Comeos 2013 66% 67% 75% 2011 2012 2013 van internetgebruikers kocht al online (+ 8%)75% EVER PURCHASED ONLINE
  69. 69. E-commerce groeit 69 SOURCE: Comeos 2013 van de Belgen deed dat in de voorbije 12 maanden57% 58% 59% 70% 2011 2012 2013 PURCHASED ONLINE LAST YEAR
  70. 70. Maandelijkse aankopen 70 SOURCE: Comeos 2013 Aantal mensen dat maandelijks online koopt stijgt met 8% 17% 16% 24% 2011 2012 2013 +8%
  71. 71. Gemiddeld bedrag maandelijks 71 SOURCE: Comeos 2013 2040 € per jaar 130€ 163€ 170€ 2011 2012 2013 +30%
  72. 72. 38% 31% 30% 23% 20% 14% 12% 10% 9% 9% 8% 8% 6% 5% 4% 3% 12% 21% 31% 40% 15% 16% 18% Hotel / overnight stay Event tickets Boat, plane or train tickets Books Computer, hardware and software Personal care products Electronic appliances CD / DVD / Blu-ray / games Telecom Household appliances Toys Fun fair tickets Pharmaceutical products Digital music Furniture and home decoration DIY and garden products Sports products Food Films or TV series in digital format Prepared food Cars, motorbikes, bicycles Other WAT kopen klanten online? 72 Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? N = 1062 / F = None SOURCE: Comeos 2013 Kleren en schoenen voor het eerst op 1 Clothing / shoes
  73. 73. % consumers who indicate this as a top 3 driver 73 Because I can find products and services at lower prices Because it saves time Because it gets delivered to my door Because I get access to special discounts, promotions, … Because I'm able to shop 24 hours a day Because I have a wider selection of products/services online Because I can compare and review different products/services Because I avoid crowds Because there is more product information online Because I get access to products/services that aren't available in my country Because I can see whether items are in stock Other reasons 42% 35% 33% 24% 16% 4% 23% 34% 43% 12% 14% 15%
  74. 74. CASE STUDY 1 74
  75. 75. 40% 38% 30% 27% 25% 17% 15% 31%No visit of e-shop High traffic to foreign e-commerce sites 75 Base: Total Sample (n=362) % unique visitors P12weeks
  76. 76. 60% 149 42% 169 30% 204 13% 240 Competitive comparison across e-tailers is habit when purchasing electric appliances 76 % visited other website Index compared to expected from panel Base: Vandenborre.be visitors (n=89)
  77. 77. CASE STUDY 2 77
  78. 78. 78 Booking a city trip starting from an offline source…
  79. 79. Following Anna’s path to book a city trip day-by-day 79 Airline company Travel organization Comparing websites Hotel website Search 09/03/2013 10/03/2013 13/03/2013 22/03/2013 23/03/2013
  80. 80. Following Anna’s path to book a city trip day-by-day 80 Airline company Travel organization Comparing websites Hotel website Search 24/03/2013 26/03/2013 30/03/2013 31/03/2013
  81. 81. The complex path to purchase for a city trip, covering over 3 hours online 81 Airline company Travel organization Comparing websites Hotel website Search
  82. 82. 21 Domains Main time spending in choosing the flight 82 4 Travel organization 6 Comparing websites 3 Hotel website 4 Search 4 Airline company 7’ 86’ 63’ 43’ 12’ Duration: 3.5 hrs
  83. 83. SOLUTION 4: MARKETING ROI 83
  84. 84. CASE STUDY 1 84
  85. 85. In April BASE announced it would turn the mobile telephone market upside down... 85 BUT WHO DID THEY ACTUALLY ATTRACT TO THEIR SITE?
  86. 86. The ad campaign generated more and a different competitive traffic towards the site: 71% of the visitors were non clients. 86 50%50% 29% 14% 42%14% BEFORE APRIL 17TH AFTER APRIL 17TH ANNOUNCEMENT OF NEW TARIFF PLANS AS OF APRIL 17TH  Own clients  Clients from major competitor X  Own clients  Clients from major competitor X  Clients from major competitor Y  Clients from major competitor Z Index 175 Unique visitors Unique visitors of Base website
  87. 87. Considering the offer mainly traditional cell phone owners were attracted ... as was the case before the campaign 87 87% 13% 14% 86% BEFORE APRIL 17TH AFTER APRIL 17TH ANNOUNCEMENT OF NEW TARIFF PLANS AS OF APRIL 17TH  Smartphone owners  Traditional Cell phone owners Index 175 Unique visitors Unique visitors of Base website
  88. 88. 88 ING online campaign for free online account
  89. 89. 18.2% 4 04:48 10.7% 2.75 03:17 +70% +45% +46% 89 Unique visitors # visits/visitor Length of visit At least 1 exposure No exposure INDEX Relatively higher traffic insourced after ad exposure and visit of these surfers also more extensive. (in min) Impact of online ads on surfing behaviour to the website of the advertised brand? Base: Total Sample (n=362)
  90. 90. 18.2% 10.7% 90 Unique visitors At least 1 exposure No exposure Even though the campaign attracted non clients to the website, it also creates a risk of cannibalization on current client base. Impact of online ads on surfing behaviour to the website of the advertised brand? Clients Non-clients 12.4% 8.0% 5.8% 1.7% 50 20 Ratio Non- clients vs Clients Base: Total Sample (n=362)
  91. 91. 91
  92. 92. screens meet the
  93. 93. 93 THEN ONE SCREEN FRONT AND CENTER THEN ONE SCREEN FRONT AND CENTER
  94. 94. 94 NOW SCREENS SURROUND US
  95. 95. of this world view gain insight & understanding
  96. 96. created equal screens are all important, but not
  97. 97. BEYOND HOW USE … TO HOW THEY RELATE
  98. 98. television the
  99. 99. TAP INTO MY EMOTIONS DON’T MAKE ME WORK TOO HARD ENTERTAIN MEHELP ME RELAX
  100. 100. computer the
  101. 101. COMPUTERS KEEP US PRODUCTIVE & INFORMED
  102. 102. GIVE ME A CHALLENGE – LET ME COMPETE TEACH ME SOMETHING LET ME SHOW YOU WHAT I’VE LEARNED HELP ME BECOME WHAT I CAN BE LET ME PARTICIPATE & CONTRIBUTE GIVE ME SOMETHING THAT MAKES ME LOOK GOOD
  103. 103. mobile the
  104. 104. MOBILE PHONES KEEP US CONNECTED
  105. 105. MAKE ME FEEL LIKE I BELONG HELP ME FIT IN HELP ME MAKE THE MOST OF MYSELF MUST KNOW ME PERFECTLY SURPRISE ME KEEP ME ON TOP OF MY LIFE
  106. 106. the tablet
  107. 107. TABLETS KEEP US PRODUCTIVE & INFORMED
  108. 108. PROVOKE ACTION CURATE LIFE PROVIDE EXPERIENCE ENABLE COMPETENCE INTERACT SEAMLESSLY ENHANCE FLEXIBILITY
  109. 109. screens the four EVERYMAN LOVER WIZARDSAGE
  110. 110. SCREEN RELATIONSHIPS AREN’T MONOGAMOUS
  111. 111. the code has not been cracked
  112. 112. NEWS CONSUMPTION ON DIFFERENT SCREENS  For news it is about In depth and newsworthy information, taking your time and Pick ‘something’ along the way as a background and easy to follow programme.  Because of the versatility of the PC, from a news point of view, it is about getting In depth and newsworthy information, being up to date / Random check and being able to do focused checks. For news it is about Being up to date / Random check and a Focused check. For news it is about Being up to date / Random check and a Focused check.
  113. 113. SCREEN RESONANCE INSPIRE HER The TV screen has the most emotional relationship with her, and where she is most open to influence. TEACH HER The PC screen is the where she plans her shopping, and is in her functional steps of finding the deals. BE THERE The mobile screen is the most intimate relationship and one she depends on real time as needs arise.
  114. 114. 122 OUR MOBILE PLANET Understanding the Mobile Consumer Ipsos/Google - 05/2013
  115. 115. 123
  116. 116. Smartphone Penetration is on the Rise 124 22% Base: National representative population 16+, n= 1.000 Q1: Which if any of the following devices do you currently use? SOURCE: Google & Ipsos 2013 Q1 2012 34% Q1 2013 59%18-25y.o
  117. 117. Smartphones are a Central Part of Our Daily Lives 125 Have used their smartphone to go online every day in the past 7 days 54% Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q18: Thinking about the last seven days, on how many days were you online with ...? SOURCE: Google & Ipsos 2013
  118. 118. Smartphones are Always On, Always with You 126 77% Don’t leave home without their device SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. "I don’t leave house without my smartphone"
  119. 119. Smartphones Are Used Everywhere 127 76% 75% 71% 70% 59% 96% 86% 77% 48% 56% 57% Home On the go In a store Work Café or coffee shop Restaurant Public Transport At a social gathering Airport Doctor’s office School 96%At home 86% On the go 77%In a store PLACE OF USE SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q16: Where do you tend to use your smartphone? Please first select at which locations you ever use it - even if only seldom.
  120. 120. Perceived Smartphone Usage Intensity increased in last six months 128 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q21: Thinking about the last 6 months, have you been using your smartphone to access the Internet more or less than you had before? SOURCE: Google & Ipsos 2013 25%
  121. 121. Smartphones Have Become so Important to Consumers that … 129 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q52: To what extent do you agree with each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. Iwould rather give up TV than my smartphone. "I would rather give up my TV / desktop PC than my smartphone” SOURCE: Google & Ipsos 2013 would rather give up TV than their smartphone 22%
  122. 122. 130
  123. 123. Smartphones are a Multi-Activity Portal 131 70% 36% 63% 79% 54% 76% 49% 62% Emailed (sent or read) Accessed a social network (e.g. updated a status message, checked messages or friends' pages) Read news on newspaper or magazine portals Reviewed websites blogs or message boards Browsed the Internet Listened to music Played games Watched videos on a video sharing website (e.g. YouTube.com) Communication Stay Informed Entertainment 86% 63% 91% SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  124. 124. 25 App Usage is Ubiquitous 132 apps installed on average apps used in the last 30 days paid apps installed on average10 4 SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q24: How many apps do you currently have on your smartphone? Base: Private smartphone users who use the Internet in general and who have, at minimum, one app on their smartphone, n= 953 Q25: And of the apps that you currently have installed on your smartphone, how many have you used actively in the last 30 days? Q26: And of the apps that you currently have installed on your smartphone, how many have you purchased for a certain amount in an app distribution platform ?
  125. 125. Smartphones Are Used While Multi-tasking with Other Media 133 SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, n= 1000 Q22: When you use the Internet on your smartphone, which if any of the following – do you normally do at the same time?
  126. 126. 134
  127. 127. 135 SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q51a: And where were you when you researched for products or services with your smartphone? have researched a product or service on their phone 66%
  128. 128. Smartphones are Our Primary Shopping Companions 136 SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement, a "5" means that you completely agree with the statement. I have changed my mind about purchasing a product or service in a shop as of a result of information that I gathered using my smartphone I have changed my mind about purchasing a product or service online as of a result of information that I gathered using my smartphone. 14% 15%
  129. 129. Smartphones Are an Emerging Point of Purchase 137 of smartphone users have purchased a product or service on their smartphone 16% SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q44: Have you ever purchased a product or service over the Internet on your smartphone? By product or service we mean everything that you can buy excluding apps
  130. 130. Barriers to Mobile Commerce Still Exist 138 33% 20% 19% 18% 12% 20% 37%Screen size is too small Cannot trust credit card security on mobile device Not used to smartphone interface Hard to compare prices and options Hard to type It takes too much time to open the web site page Cannot see detailed product/service information SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general and who NOT purchased via Internet on their smartphone n= 838 Q46: Why have you not made a purchase using your smartphone? – Top 7
  131. 131. 139
  132. 132. Offline Ad Exposure Leads to Mobile Search 140 have performed a mobile search after seeing an ad 42% SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, n= 1000 Q43a: Thinking about the last 6 months, how often have you used your smartphone to do a search in response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?
  133. 133. 141 84%of smartphone users notice mobile ads SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q41: How often do you notice advertising when you are using the browser or an app on your smartphone? (Ever)
  134. 134. Mobile Ads Make an Impression 14% 11% 38% 36% 26% 16% While on a website While in an app While using a search engine While watching a video While on a video website While on a retailer website WHERE MOBILE ADS ARE NOTICED 36% While in app 38%While on a website 16%While watching a video 26%While using a search engine SOURCE: Google & Ipsos 2013 Base: Private smartphone users who use the Internet in general and who at least rarely notice advertising n= 843 Q42: Where have you noticed advertising when using your smartphone?
  135. 135. In Summary 143
  136. 136. • Consumers spent more and more time online consuming content through different devices • Consumers have unlimited access to information (not all of this information is under ypur control) • Smartphone penetration is booming, and the smartphone has taken in an important place in consumers life Internet penetration is higher than ever 144
  137. 137. • Understand the relationship between a “screen” and your consumer • Every “screen” has its personality, adapt your communication to it and make information relevant • Gather insights in the digital path to purchase • Acknowledge the impact of comparing products and services, on professional comparison websites or user generated fora and blogs • Provide relevant information in every step of the digital journey Relevance is KEY 145
  138. 138. THANK YOU! 146 Antoon Van der Steichel Research Manager 0032 9 216 22 33 Antoon.vandersteichel@ipsos.com

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