Looking to the future: the mobile
consumer
Wednesday

6th

November 2013

Presented by:

Honey Kirtley
Head of Loyalty & I...
Researching the
mobile consumer...
2
The Ipsos MORI/Logic Group research
 Ipsos MORI conducted an online survey running
from 8-12 March 2013 among the general...
3 questions for our consumer research

1. What are consumers using technology for
today?
2. How do they feel about using t...
How do I
use the
internet?

The Consumer’s
Journey (so far)
5
The internet is almost
everywhere...

6
Internet usage trends: Was only in
the 60s five years ago…
Internet usage anywhere

Broadband at home
*Connect using mobil...
What we do online...
In which of these ways have you used the Internet in the last three months?
% accessing the internet ...
We are getting smart with
our phones too

9
Growth in Smartphones: towards 75%
in Q3 2015?
% OWN BLACKBERRY VS. IPHONE VS. ANDROID
Customer profile
Any Smartphone
(ne...
Very high levels of penetration among
under 45s
% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE ACROSS 2012- 2013
All

15-24...
The Omnipresent Smartphone…
Places people tend to use their smartphones
Home
On-the-go (e.g., while
commuting, walking)

I...
Where next?
13
Big Data?
Big Data!
BIG DATA

BIG DATA

In the Boardroom
14
Business is buzzing about what to do with “Big Data”…,
Just what do
I think about
mobile
technology?

The Consumer is
asking different
questions….
16
Consumers worry about companies having too much
personal info, as opposed to Governments
“The internet gives... too much i...
Only

30%

trust major retailers to
keep their personal
information safe
18
Consumers are fairly cautious about
trusting big business
Q1. To what extent do you agree or disagree with the following s...
Does trust matter in
Loyalty Schemes?

20
Only

33%

would be happy for their
mobile to house their
loyalty cards...
21
... rising to

54%

among consumers who
trust retailers to keep their
personal information safe
22
We’re even less sure about
businesses knowing where
we are...

23
Only

26%

would be happy for their
mobile’s location to be
used to provide relevant
loyalty offers...
24
... rising to

46%

among consumers who
trust retailers to keep their
personal information safe
25
And trust REALLY matters
where our money is
concerned

26
Only

13%

would be happy for their
mobile to house their
credit/debit cards...
27
... rising to

29%

among consumers who
trust retailers to keep their
personal information safe
28
So is it a question of trust?

29
The 1980s were then. This is now: the rising
importance of honesty and integrity
What do you think are the two or three mo...
Mobile,
Loyalty,
Payments...?

Consumer Behaviour
(So Far…)
31
It’s early days...

32
Take up is relatively low... and focused on
“research” rather than “action….”
Q2a. Which, if any, of the following have yo...
...but trust still seems to matter when it
comes to looking at behaviours
Q2a. Which, if any, of the following have you do...
What about the future?

35
We see a 50% uplift or more for each
activity...
Q2a. Which, if any, of the following have you done in the last six months...
6 months later: The picture in Autumn 2013?
Q2a. Which, if any, of the following have you done in the last six months?
Q2b...
With the ‘trusters’ still out in front?
Q2a. Which, if any, of the following have you done in the last six months?
Q2b. An...
Key take-aways
 Mobile technology is everywhere, although not (yet) for
everyone (old, lower socio-economic groups)
 Con...
Looking to the future of the
mobile consumer
Wednesday

6th

November 2013

Presented by:

Honey Kirtley
Head of Loyalty &...
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Looking to the future: The mobile consumer

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Ipsos MORI’s research on the mobile consumer for the Logic Group – including attitudes towards “big data”, and an overview of how people use their smartphones, now and in the future.

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Looking to the future: The mobile consumer

  1. 1. Looking to the future: the mobile consumer Wednesday 6th November 2013 Presented by: Honey Kirtley Head of Loyalty & Insight Simon Atkinson Assistant Chief Executive 1
  2. 2. Researching the mobile consumer... 2
  3. 3. The Ipsos MORI/Logic Group research  Ipsos MORI conducted an online survey running from 8-12 March 2013 among the general public, aged 16-75  1,010 interviews with consumers across GB  Data weighted to be representative of the British offline population as a whole  Survey data is supplemented by Ipsos MORI data from a number of sources – eg the regular @IpsosMediaCT “Technology Tracker” 3
  4. 4. 3 questions for our consumer research 1. What are consumers using technology for today? 2. How do they feel about using technology? Excited? Concerned? 3. And what do they anticipate they will be doing in the next six months? 4
  5. 5. How do I use the internet? The Consumer’s Journey (so far) 5
  6. 6. The internet is almost everywhere... 6
  7. 7. Internet usage trends: Was only in the 60s five years ago… Internet usage anywhere Broadband at home *Connect using mobile phone Connect via Dongle * The wording used for measuring ‘internet connection by mobile phone’ has been updated which means earlier data is not strictly comparable and is therefore not shown Base: circa 2,000 interviews per wave until Quarter 1 in 2010, circa 1000 GB adults aged 15+ per wave thereafter Source: Ipsos MORI 7
  8. 8. What we do online... In which of these ways have you used the Internet in the last three months? % accessing the internet for each task Base: 1,024 GB adults aged 15+: Quarter 1 2013 8
  9. 9. We are getting smart with our phones too 9
  10. 10. Growth in Smartphones: towards 75% in Q3 2015? % OWN BLACKBERRY VS. IPHONE VS. ANDROID Customer profile Any Smartphone (net) iPhone Males 15-34 25% Males 35+ 25% Female 15-34 23% Females 35+ 27% Android Males 15-34 23% Males 35+ 33% Female 15-34 19% Females 35+ 25% BlackBerry Males 15-34 Males 35+ 23% Females 35+ Source: Ipsos MORI 30% Female 15-34 Base: circa 1,000 GB adults aged 15+ per wave 20% 27% 10
  11. 11. Very high levels of penetration among under 45s % OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE ACROSS 2012- 2013 All 15-24 25-34 35-44 45-54 55-64 65+ Males 57 79 78 71 62 36 15 Males AB 61 79 92 86 73 47 23 Males C1 63 82 84 76 70 34 14 Males C2 53 79 71 58 60 34 9 Males DE 47 76 67 56 43 20 7 Females 48 77 71 70 45 27 11 Females AB 55 87 84 80 52 44 23 Females C1 54 84 80 77 47 26 6 Females C2 42 75 62 60 41 18 7 Females DE 39 67 61 56 38 11 7 0-49% Base: circa 4,000 GB adults aged 15+: Q4 2012/ Q1/Q2/Q3 2013 50-69% 70-100% Source: Ipsos MORI 11
  12. 12. The Omnipresent Smartphone… Places people tend to use their smartphones Home On-the-go (e.g., while commuting, walking) In a store Work Café/coffee shop Public transport Restaurant At a social gathering/function/event Airport Doctor's office School Somewhere else Source: Our Mobile Planet, Ipsos MediaCT Q1 2013 Base: UK private smartphone users who use the internet in general, 2013, n= 1000 Q16. Where do you tend to use your smartphone? Please select at which locations you ever use it - even if only seldom 12
  13. 13. Where next? 13
  14. 14. Big Data? Big Data! BIG DATA BIG DATA In the Boardroom 14
  15. 15. Business is buzzing about what to do with “Big Data”…,
  16. 16. Just what do I think about mobile technology? The Consumer is asking different questions…. 16
  17. 17. Consumers worry about companies having too much personal info, as opposed to Governments “The internet gives... too much information about me” Agree Base: 973 adults aged 15+, 26 April – 14 May 2013 Neither agree or disagree Disagree Don’t know
  18. 18. Only 30% trust major retailers to keep their personal information safe 18
  19. 19. Consumers are fairly cautious about trusting big business Q1. To what extent do you agree or disagree with the following statements? 30% Who are the ‘trusters’? Socio-economic group DE (38%) Aged 16-24 (34%) or 25-34 (36%) 42% Base: 1,010 GB adults aged 16-75: 8-12 March 2013 Children in household (36%) 19
  20. 20. Does trust matter in Loyalty Schemes? 20
  21. 21. Only 33% would be happy for their mobile to house their loyalty cards... 21
  22. 22. ... rising to 54% among consumers who trust retailers to keep their personal information safe 22
  23. 23. We’re even less sure about businesses knowing where we are... 23
  24. 24. Only 26% would be happy for their mobile’s location to be used to provide relevant loyalty offers... 24
  25. 25. ... rising to 46% among consumers who trust retailers to keep their personal information safe 25
  26. 26. And trust REALLY matters where our money is concerned 26
  27. 27. Only 13% would be happy for their mobile to house their credit/debit cards... 27
  28. 28. ... rising to 29% among consumers who trust retailers to keep their personal information safe 28
  29. 29. So is it a question of trust? 29
  30. 30. The 1980s were then. This is now: the rising importance of honesty and integrity What do you think are the two or three most important things to know about a company in order to judge its reputation? [Spontaneous] Base: c. 1000 British Public each year , asked face-to-face
  31. 31. Mobile, Loyalty, Payments...? Consumer Behaviour (So Far…) 31
  32. 32. It’s early days... 32
  33. 33. Take up is relatively low... and focused on “research” rather than “action….” Q2a. Which, if any, of the following have you done in the last six months? I have used my mobile phone to check product details/ product reviews in store I have deliberately logged into a store’s Wi-Fi network to access the internet All adults I have used my mobile phone to price match products in store I have used my mobile phone to check in to my favourite stores and restaurants and receive offers for things I like I have received loyalty scheme offers via my mobile phone I have used my mobile phone to pay for things I have received loyalty scheme offers via my mobile phone while in a particular store, and I have used the offers immediately I have used my mobile phone in place of a loyalty card to collect points in store Loyalty schemes and All adults payments are relatively low down the list Don’t know None of the above Base: 1,010 GB adults aged 16-75: 8-12 March 2013; 8-12 March 2013 33
  34. 34. ...but trust still seems to matter when it comes to looking at behaviours Q2a. Which, if any, of the following have you done in the last six months? I have deliberately logged into a store’s Wi-Fi network to access the internet I have used my mobile phone to check product details/ product reviews in store I have used my mobile phone to check in to my favourite stores and restaurants and receive offers for things I like I have used my mobile phone to price match products in store I have received loyalty scheme offers via my mobile phone I have used my mobile phone to pay for things I have received loyalty scheme offers via my mobile phone while in a particular store, and I have used the offers immediately Those who trust major retailers to keep their information safe are significantly more likely to do each of these I have used my mobile phone in place of a loyalty card to collect points in store Don’t know None of the above Base: 299 GB adults aged 16-75 who trust major retailers to keep their personal information safe; 422 GB adults aged 16-75 who do not trust major retailers: 8-12 March 2013 34
  35. 35. What about the future? 35
  36. 36. We see a 50% uplift or more for each activity... Q2a. Which, if any, of the following have you done in the last six months? Q2b. And which, if any, do you expect to do over the next six months? I have used my mobile phone to check product details/ product reviews in store I have deliberately logged into a store’s Wi-Fi network to access the internet All adults I have used my mobile phone to price match products in store I have used my mobile phone to check in to my favourite stores and restaurants and receive offers for things I like I have received loyalty scheme offers via my mobile phone I have used my mobile phone to pay for things I have received loyalty scheme offers via my mobile phone while in a particular store, and I have used the offers immediately All adults I have used my mobile phone in place of a loyalty card to collect points in store Don’t know None of the above Base: 1,010 GB adults aged 16-75: 8-12 March 2013; 1, 008 GB adults aged 16-75 who have not done each item : 8-12 March 2013 36
  37. 37. 6 months later: The picture in Autumn 2013? Q2a. Which, if any, of the following have you done in the last six months? Q2b. And which, if any, do you expect to do over the next six months? I have used/will use my mobile phone to check product details/ product reviews in store I have used/I will use my mobile phone to price match products in store I have deliberately/will deliberately logged into a store’s Wi-Fi network to access the internet I have used/will use my mobile phone to check in to my favourite stores and restaurants and receive offers for things I like I have received/will receive loyalty scheme offers via my mobile phone I have used/will use my mobile phone in place of a loyalty card to collect points in store I have used/I will use my mobile phone to pay for things All adults Past behaviour + future intention All adults I have received/will receive loyalty scheme offers via my mobile phone while in a particular store, and I have used the offers immediately Don’t know None of the above Base: 1,010 GB adults aged 16-75: 8-12 March 2013; 37
  38. 38. With the ‘trusters’ still out in front? Q2a. Which, if any, of the following have you done in the last six months? Q2b. And which, if any, do you expect to do over the next six months? I will use my mobile phone to check product details/ product reviews in store I will deliberately log into a store’s Wi-Fi network to access the internet I will use my mobile phone to check in to my favourite stores and restaurants and receive offers for things I like I will use my mobile phone to price match products in store I will receive loyalty scheme offers via my mobile phone Past behaviour + future intention I will receive loyalty scheme offers via my mobile phone while in a particular store, and I will use the offers immediately I will use my mobile phone in place of a loyalty card to collect points in store I will use my mobile phone to pay for things Don’t know None of the above Base: 299 GB adults aged 16-75 who trust major retailers to keep their personal information safe; 422 GB adults aged 16-75 who do not trust major retailers: 8-12 March 2013 38
  39. 39. Key take-aways  Mobile technology is everywhere, although not (yet) for everyone (old, lower socio-economic groups)  Consumers are instinctively sceptical about “all this information”  But just how sceptical? If your customers trust you, you have opportunities…  Getting the pace right: an evolving approach that  suits the needs of these early adopting ‘trusters’ and  can be adapted to suit a wider audience => the right conditions for a successful launch and life-span of your mobile offer… 39
  40. 40. Looking to the future of the mobile consumer Wednesday 6th November 2013 Presented by: Honey Kirtley Head of Loyalty & Insight Simon Atkinson Assistant Chief Executive 40
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