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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%