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Keys to Engaging the Mobile Consumer
Keys to Engaging the Mobile Consumer
Keys to Engaging the Mobile Consumer
Keys to Engaging the Mobile Consumer
Keys to Engaging the Mobile Consumer
Keys to Engaging the Mobile Consumer
Keys to Engaging the Mobile Consumer
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Keys to Engaging the Mobile Consumer

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The lines between online and offline shopping have not only blurred, they’ve begun to disappear altogether. When consumers are shopping in-store, they are on their cell phones and when they are on …

The lines between online and offline shopping have not only blurred, they’ve begun to disappear altogether. When consumers are shopping in-store, they are on their cell phones and when they are on their cell phones, they are engaging with social networks. With so many channels being activated at once, how can a brand engage these consumers? Facebook's Rads Jayasundera and Millward Brown Digital's Michael Perlman reveal a recent study examining how consumers leverage mobile and social channels to influence purchase decisions before, during and after shopping trips.

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  1. Mobile is the must-have while shopping ❝Me and my mobile are great team in-store. Every time I need to know something, I am able to go straight to my phone to get the answer. I don’t know what I would would do without it!” Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014. Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013. 94%
  2. And, they are using it for shopping-related activities ❝My phone kept me informed while I was shopping and saved me when trying to make the right decision.” 65% 35% Accessed mobile phone while in-store for a shopping related activity Did not access mobile phone while in- store for a shopping related activity Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014. Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
  3. Shoppers relish the sense of adventure that comes from discovering something new & finding a great deal in-store ❝I was excited to find a promotion giving us an additional 20% off a TV we were looking at in-store.” 4% 5% 15% 19% 28% 30% Other Actions Using Search While Shopping Searching for Product Info Searching for Store Info Looking for a Deal Connecting with Others Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014. Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
  4. 66% Of consumers spend less than one hour researching before entering the store Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014. Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
  5. Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014. Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013. Mobile gives marketers multiple opportunities to influence decisions & point-of-purchase 64% 44% 28% 24% 19% 19% 5% 3% Store aisle In the store parking lot Checkout line On my way to the store Eating or drinking (before/after holiday shopping) Easting or drinking (during holiday shopping) Dressing room Other
  6. Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014. Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013. 4x While shopping in-store people use Facebook 4 times more frequently than any other app or search
  7. Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014. Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013. Marketers that help shoppers “discover” in-store are positioned to influence purchase decisions ❝I signed up for a lot of emails and liked several retailers on Facebook so that I would get notices about sales or discounts and be able order or pick-up items as soon as the deals were available.” Discovery 39% Connect 29% Entertain ment 17% Peer Feedback 15%

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