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A White Paper on How Consumers use the mobile web today for shopping and research.

A White Paper on How Consumers use the mobile web today for shopping and research.

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    Mobile shopping-framework-study-2010-white-paper final Mobile shopping-framework-study-2010-white-paper final Document Transcript

    • January 2011The Mobile Shopping Framework Study:The Role of Mobile Devices in the Shopping Process
    • Contents:01>> I 03>> C01 Authors 12 Conclusion01 Study Focus01 Abstract 04>> M 13 Exemplar Categories02>> E S 13 Sample Selection02 Small Screen, Big Results 13 Areas of Investigation02 Innovators Wanted03 The Mobile Model 05>> A03 Key Takeaways 14 Nielsen04 Study Findings 14 Yahoo!04 Sizing the Mobile Market 14 Sourcing04 Mobile Shoppers Profile04 Categories05 Scale and Potential05 Attitudes and Usage05 Platforms and the Purchase Funnel06 Tried and Successful Catagory Shopping07 Social Shopping08 Mobile Principles09 Workable Solutions10 Usage in and out of the Home10 Overall Catagory Findings10 Advertising Attitudes10 Purchase Funnel11 Creative Approaches11 Catagory and Branding Copyright © 2011 The Nielsen Company. ii
    • AuthorsAshmeed Ali, Senior Manager of Strategic Research & Insights, Primary Research Lead, Yahoo!Edwin Wong, Director of Strategic Research & Insights, Yahoo!Gateley Meeker, Senior Research Director, The Nielsen CompanyDavid Gill, Senior Director, Mobile Media and Marketing, The Nielsen CompanyAdditional ContributorsPaul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!Brian Morel, Strategic Account Director, Mobile Sales, Yahoo!Ira Amilhussin, Senior Manager, B2B Insights Marketing, Yahoo!Lauren Weinberg, Senior Director of Strategic Research & Insights, Yahoo!Jake Moskowitz, Vice President Client Services, The Nielsen CompanyStudy Focus AbstractUsing Nielsen data, Yahoo! developed Mobile is beginning to make its presence Social shopping gains traction.an analytical framework around mobile felt as a viable shopping platform, and the Shoppers reach out via mobile to friendsInternet usage that measures both general rate of adoption is impressive, outpacing and family for advice, opinion andand category-specific shopping behaviors the initial rate of adoption for personal validation when shopping. Text, emailand attitudes. The methodology explored computers as a shopping channel. This and instant messaging lead the list12 categories to examine differences study examines current mobile shopping- of shared mobile shopping activities,between those shopping the category related activities and the future outlook especially in the apparel, personal care,on a mobile platform vs. those shopping for the mobile channel. entertainment and digital contenton a PC. Among the aspects of shopping categories. Promising applications Opportunity rings. More than 60% ofmeasured were: mobile shopping activities gaining in popularity include coupon the 169 million mobile device data userstried, sources used, actions taken and time downloads, discount codes and video in the U.S. have never seen advertisingspent shopping on the mobile web. The uplinks to social sharing sites. on their mobile devices but express12 product and service categories can be interest in mobile shopping activities. Mobile shopping influence set toseparated into two groups: This represents huge untapped potential explode. In the next year, the interest of High Incidence Mobile Categories: for advertisers and marketers. mobile-assisted shoppers and searchers Mobile digital content, restaurants/ is expected to reach as high as 57% on Context enhances ad power. Nine in dining, entertainment items/content and average for current mobile Internet ten mobile-equipped shoppers have used financial services and travel. users and 41% on average among a device in-store, representing a prime non-mobile Internet users, depending Low Incidence or Niche Mobile opportunity for real-time ads and brand on the category. Categories: Consumer electronics/ messaging to help with search, facilitate technology, apparel/accessories, health/ cost comparisons, trigger impulse buys Pent-up demand for mobile shopping medical, food and beverage, beauty/ and accelerate the purchase cycle. continues to build, with an aggregate personal care, home improvement and latent potential that looks promising More yields more. More devices prompt autos/parts/accessories. compared with early PC numbers. The higher utilization as mobile users power implication for advertisers and marketersThe framework also investigated overall up in-store, in-home and in concert with is clear—those who understand howattitudes toward mobile shopping and PC browsing and TV viewing. Cross- to deliver a satisfying mobile shoppingconsumer experiences while seeking platform campaigns can create experience will capture the hearts andcategory-level information. Stated synergies that boost advertising impact wallets of online shoppers, solidifyingmobile advertising exposures were studied and interactivity. a loyal base while competitorsto determine category recall, attitudes play catch-up.and preferences.Copyright © 2011 The Nielsen Company.1
    • Executive SummarySmall Screen, Nielsen further estimates that by the end of 2011, the majority of mobile subscribers Aspects that define mobile make it a logical fit for shopping-related activities.Big Results in the U.S. will own smartphones with It is immediate, interactive and individual. the kind of rich features and capabilities Whether in a store, walking a mall,The small screen is poised to deliver big that will make mobile shopping simple, watching TV or complementing theirresults for advertisers and marketers immediate and fun. mobile Internet usage by surfing thewho develop content that resonates with Internet on a PC, consumers can seemobile users. As mobile gains traction an ad and immediately flow throughas a shopping medium, consumersare discovering more practical mobile Innovators Wanted the purchase funnel from awareness to product discovery, consideration andfunctions from product research to The playing field is open for innovative purchase, all on their mobile device.coupon downloads, barcode scanning, companies willing to invest in the mobileshopping cart management, gift medium. Consumer interest is high, but Mobile shoppers demonstrate a high levelcard purchase and social shopping, a current market offerings often lag in of engagement with advertising. One inphenomenon that may turbo-charge efficiency and effectiveness. While early five shoppers who viewed advertisingmobile retail. adopters who have attempted mobile during the shopping process said they purchases report high failure rates, an always look at ads. However, almost one-Upside potential for mobile as a shopping third of mobile shoppers attempting to even higher number [about 50% more]channel is huge and will continue to respond to an ad were unsuccessful. This expressed interest in mobile shopping.grow as wireless networks upgrade, suggests that advertisers should consider In a recent study, only 37% of data usersbetter mobile devices debut, applications partnering with companies experienced recalled seeing an ad on their phone.proliferate, advertisements increase and in the mobile channel to overcomemobile shopping experiences improve. Among the strongest evidence implementation obstacles. As the marketDepending on the category, between 10% underscoring the consumer hunger improves, with better networks and moreand 23% of the U.S. online population for mobile-enabled shopping is 2010 advanced phones, this will cease to be aconsults their mobile device for shopping “Black Friday” sales results. The eBay problem.information. Within the next year, those mobile payment app recorded almostuser numbers will grow to between twice as many sales as a year ago for the Shoppers made it clear that when it comes40% and 70% of the mobile Internet traditional holiday shopping kick-off, and to mobile, content is king, expressingpopulation and 30% to 56% of the non- if the pace continues, will post mobile a preference for informational ads thatmobile Internet population, depending on sales in excess of $1.5 billion for 2010. discuss price, product features andthe category. benefits. Copyright © 2011 The Nielsen Company. 2
    • Key Takeaways complements, rather than replaces, PCThe Mobile Model Mobile user behavior differs by category and access device. The more popular usage. Almost six in ten users initiate research on mobile, then follow-up onCapitalizing on the potential of mobile mobile categories such as digital content, their PC. Conversely, 34% of users willshopping requires an understanding of the restaurants/dining and entertainment, initiate research on the PC and thennine fundamental principles that define attract users who search only those follow-up on their mobile device. Mobilethe platform: location, goal orientation, categories. Conversely, niche mobile Internet also drives more incrementalattentiveness, killing time, ASAP/urgency, Internet category users tend to surf a usage with almost half of users browsingtaking my time, passion, routine and trust. variety of categories and are technology the Internet more often because of theirThe relative importance and mix of these early adopters who can lead and mobile device.factors varies by category, but trust and influence trends. These lower incidencelocation are critically important across the categories such as health/medical, three to four times larger than mobile,board. Location deals with the immediacy home improvement and automobiles/ consumers across categories indicatedmobile can deliver, and given its nascent parts/accessories represent targets of interest in accessing more mobilestate, people are still looking for trusted opportunity for portals and content shopping information in the coming year.brands to help them navigate. These developers.mobile principles will be examined more Android and iPhone users are more likelyclosely in a future white paper. daily lives of many users, although two- than BlackBerry owners to engage in both thirds of them believe the experience shopping and communication activities in- could be improved. Failure rates are store and indicate stronger interest across declining due to better wireless networks product categories. and higher performing mobile devices. is not exclusively an out-of-home experience. While slightly more mobile Internet consumers [93%] do use their phones outside the house, 89% also access the mobile Internet inside the home. mobile phenomenon, where people call, text email, IM, share video, Twitter, Facebook and blog friends and family members while in-store to gather opinions and share information about purchases. engagement with advertising; one in five say they always look at mobile ads during the shopping process. Advertising importance in the purchase decision increases with search time. Relevant, factual and informative ads play better with a mobile audience.Copyright © 2011 The Nielsen Company.3
    • Study Findings restaurant reviews and recommendations or entertainment ideas and 31 million Mobile Shopper ProfileSimilar to cutting-edge 6D cinema, by its looking up financial services. And that is Compared to PC-only Internet users, theirvery nature mobile shopping can reach just the near-term outlook. mobile counterparts skew younger andbuyers while immersed in a physical non-white, with higher incomes and more When asked about future mobilepurchase environment like a mall or store education, residing in urban and suburban Internet plans, the percentage of usersthat engages all the senses--sight, sound, areas. These early adopters are twice as interested in digital content, restauranttouch, taste and smell. While mobile is likely to own at least a feature phone and or entertainment information more thana secondary shopping platform today, six times as likely to own a smartphone, tripled to 73% per category. Consumermillion mobile phone users already have personal digital assistant or tablet PC. electronics category interest spiked toviewed product advertising on their device 66%, followed by travel at 61%, financial Mobile Internet surfers who are activeas part of the search process, and that services at 58% and apparel/accessories in niche categories [those with a lownumber is on the rise. at 57%. Add the substantial cohort of incidence rate] differ dramatically from non-mobile Internet PC users intrigued by more casual users. They represent a high the potential of mobile shopping, and the interest, high potential segment, theSizing the Mobile sales potential balloons further. ultimate in cross-category shoppers,Market active in virtually every category measured. Conversely, mobile InternetMobile category potential is high users who shopped the most popularand beginning to scale with some 38 categories [digital content, entertainment,million users buying digital content for dining and financial] were more casual,their phones, 34 million searching for less engaged shoppers demonstrating little category overlap. Categories Automobiles or automobile Entertainment items and Personal or vacation travel parts or accessories (such as content (such as DVDs, (such as airline tickets, hotels, repair info/tips, tires, tools, games, music, concert/movie car rentals, etc.) wheels, engines, brakes, etc.) tickets, TV shows/clips etc.) Restaurants/Dining (such Beauty and personal care Financial services (such as as casual, fast food, bakery/ (such as shampoo make-up, banking, paying bills, financial cafés, fine dining or local perfume, grooming, beauty caluculators, etc.) restaurants in your area) tips, etc.) Packaged food and beverage Home improvement (such Clothing apparel and fashion (such as groceries, snack as tips, designing-related, accessories (such as style items, recipes, cooking furnishings, accessories, tips, jeans, shirts, outerwear, tips, etc.) repair items, indoor/outdoor, kids clothing, jewelry, garden, etc.) footwear, sizing info, etc.) Healthcare or medical related (such as services, Digital content for my Consumer electronics and remedies, medication, mobile phone (ringtones, technology (such as cell healthy eating, etc.) apps, music) phone, digital cameras, computers, gaming consoles, GPS, etc.) Copyright © 2011 The Nielsen Company. 4
    • The scale and potential of mobile category info seeking are large }Attitudes and Usage Mobile Internet Usage Locations Usage is both in and out of home – Access Frequently/OccasionallyAlmost seven in ten mobile phone userssay their device is woven into the fabric ofdaily life, although their online browsingencounters could be better. Mobilesurfaced as a complement to, rather thana replacement for, PC usage, enhancingthe Internet experience. Often, mobileusers will visit a site on their phone andfollow up later on a PC (59%).Roughly three in ten users found themobile Internet more convenient thana home connection or reported visitingdifferent sites on their mobile than the PC,describing mobile technology as “moreexciting.” Whether it’s a weekend or aweekday, mobile Internet access begins toramp up during the morning, peaks at thelunch hour, holds steady until roughly 8p.m. and then tapers off. }Anytime and anywhere--mobile enablesshopping whenever and wherever themood may strike. While fully 93% ofmobile Internet access occurs outside thehome, 89% takes place inside the home.Popular out-of-home locations includeCopyright © 2011 The Nielsen Company.5
    • Categories that have lower incidence also have the greatest ramp for future growthStated Future Use of Mobile in the Purchase Funnel (More or About the Same as PC) Mobile Entertainment Dining Food & Personal Tech Financial Travel Apparel Health Care Home Auto Digital Beveragehigher market penetration To hear about or discover a 46% 48% 45% 50% 47% 46% 40% 48% 53% 53% 50% 55% product and service To help me 47% 48% 45% 52% 49% 46% 46% 47% 54% 56% 53% 57% learn more To help me narrow 47% 49% 47% 51% 52% 49% 49% 51% 55% 56% 59% 61% down the selection To help me make a 48% 49% 47% 48% 50% 47% 52% 51% 55% 57% 56% 57% final decision To keep up-to-date 52% 52% 51% 57% 54% 53% 55% 58% 62% 61% 61% 66% on news or dealsOver the next 12 months, which will you be using more to do each of the following for <<CATEGORY>>information/products/ services, a computer or an internet-enabled mobile device? At/above BelowBase=Mobile users. average averageoutdoors, waiting in line, in the car, atwork, in a restaurant or bar and at a hotel. looking at content related to TV pro- gramming [24%] Platforms and theThree-quarters of in-home use takes placein the living room, 68% in the bedroom searching for information based on a Purchase Funnel commercial they saw [23%] PC shopping delivered a better experienceand 41% in a bathroom. instant messaging [19%]. than mobile at every level through theMore than 85% of mobile and PC purchase funnel, from discovering aInternet users have accessed the web This data mirrors Yahoo! research on product, researching options, narrowingwhile watching TV, indicating there PC users, as we see that mobile users the field, making a decision and keepingare substantial cross-promotional often scan content unrelated to TV updated. This finding held true for allopportunities to reach these users. programming, participate on social product categories. Within mobile,With one eye on the big screen, mobile networks and send email. Mobile allows shoppers in more niche [lower incidence]users are: ample opportunity for brands to continue categories—auto, home improvement, the conversation after the TV ad is beauty and food/beverage—typically texting family and friends [56%] flighted. saw mobile as being more useful in the visiting social networking sites [40%] purchase process versus those in high Mobile complements both PC and browsing content unrelated to TV pro- Internet usage, offering a tremendous incidence categories. gramming [37%] opportunity to integrate advertising Marketers in these niche categories across multiple platforms, extending should be especially aware of the mobile emailing friends and family [33%] brand conversations with consumers shopping experience for their brands and using mobile applications [33%] throughout their daily lives. take steps to improve it. Copyright © 2011 The Nielsen Company. 6
    • This pattern remained consistent across suggests that younger shoppers might Despite these barriers, approximately 25%measures, suggesting that the more be more impulsive, more efficient, more of mobile users expressed intent to makeadvanced mobile shoppers who ventured transaction-oriented or merely more cost- more mobile purchases in the future, andoutside the most popular categories found sensitive than older shoppers. almost 20% planned to buy more overallthe mobile platform to be most helpful. due to mobile transaction capability. More technically proficient, youngerA forward-looking survey question mobile users tend to utilize multi-media options as part of their social shoppingprovided proof of the surging popularity ofthe mobile platform. Although relatively experience. These savvy shoppers upload Mobile Principlesfew planned to use mobile more than the videos of impromptu fashion shows from Yahoo! and Nielsen delineated a setPC for shopping, a majority planned to store aisles or invite friends to vote on of nine principles that function as theuse mobile at least as much as the PC for different ensembles posted to Facebook or defining characteristics for the mobileshopping over the next twelve months. MySpace. Internet and shopping experience.Yahoo! mobile app users were twice as Android and iPhone users were more Applying these principles to productlikely as non-users to claim they would likely than BlackBerry users to initiate any categories enables marketers to evaluaterely on mobile devices for purchase funnel of the shopping actions. While three- ad performance and fine-tune campaignsactivities. quarters of mobile users have downloaded to align with the consumer outlook.Mobile reigned as the platform of choice an application, overall usage was low, Each of the 12 categories studied boasts awhen it came to speed and convenience of suggesting that current apps may fall unique profile defined by a subset of thesearch, while two-thirds relied on mobile short of expectations, proving too difficult mobile principles. For example, “killingwhen not near a PC or laptop. Proximity to find or use. This opens a window of time” stood out as the dominant definingto a PC rated as more important for higher opportunity for content developers principle for the mobile digital contentincidence categories, while convenience and marketers to fulfill an unmet need. category, which requires low involvementearned higher marks in lower incidence Purchase intent and product passion and offers a rich menu of quick pickcategories. One in three users planned sparked the majority of application options.on conducting more purchase-related downloads. “Location” proved relevant across allresearch thanks to mobile capabilities. Advertisers should seize these mobile categories, but especially significant shopping opportunities, converting search for travel and food and beverage where and trial into action via more effective proximity may influence purchase. MobileSocial Shopping packaging or placement. Making coupons shoppers enjoyed “taking my time”Historically, shopping has been a social and discounts easier for mobile shoppers when investigating niche categories likeactivity shared by friends in person, but to find will help consumers purchase beauty, home improvement and autothe mobile Internet has expanded the products. which required extensive research andexperience by inviting friends to shop feature comparisons. “Passion” came intovirtually alongside the consumer. Almost play for categories such as electronics,nine in ten shoppers accessed the mobile Purchase Drivers apparel, beauty and automotive, whereInternet at a retail store, while seven in information impacted on either self-image While mobile effectively movedten logged on at a mall. or budget. consumers through the funnel to purchaseTexting a friend or family member while 43% of the time, that closure rate Mobile users in the dining, apparel,shopping was the most popular in-store trails the PC transaction rate of 67%. food and beverage and auto categoriesmobile activity with a 70% incidence Convenience and impulse buys dominated rated “goal orientation” as important,rate. Almost half of all mobile in-store mobile purchasing, with roughly half of actively shopping with a goal in mind andactivity involved transmitting a picture respondents stating they purchased via achieving it.of a product to personal contacts for mobile when not near a PC and one-third The principle “trust” showed up as ancomment. The next most popular mobile relying on mobile when executing an influential descriptor for travel, clothing,co-shopping acts were communicating via unplanned purchase. financial, entertainment and autoemail or instant messaging. Factors limiting mobile purchasing reinforcing the importance of a safeYounger mobile users requested coupons included the perception held by one-third and secure site for mobile research andand scanned bar codes more frequently, of users that the medium is not safe or transactions in these areas.while older users deployed mobile to secure enough and that transactions are A sense of urgency [the “ASAP” criterion]gather additional product facts. This too technically difficult to complete. defined the average mobile user in everyCopyright © 2011 The Nielsen Company.7
    • Mobile Principles:Defining Characteristics for the Mobile Internet and Shopping ExperienceLines indicate above average category principle. Thickness of line indicates strength of category within principle. Copyright © 2011 The Nielsen Company. 8
    • category; someone in a hurry to completea task versus savoring the search. Overall Category more “upper to lower” purchase funnel activities on their mobile devices in theUnexpectedly, teens age 13-17 were Findings next 12 months]. It’s not just about themore likely to take their time conducting high incidence digital content, dininga mobile search than adults. Although a The surge in mobile shopping represents and entertainment categories. It’s thefactor in mobile use, “routine” ranked as just the first wave in this retail tsunami. lower incidence categories that afforda slightly more important purchase driver While still in the emergent phase, the greatest opportunity for portals andthan passion for any category. some interesting category-linked developers to convert untapped mobile shopping patterns have surfaced in the potential into realized sales.Marketers can apply these mobile mobile channel. Mobile applicationprinciples to fine tune their marketing usage is highest in categories that aremessages. By matching ads with thecharacteristics of the appropriate mature purchasing engines on the PC (entertainment, financial and digital Platform Parallelsprinciple, advertisers can make their ads content). If this pattern holds true, Activity rates for mobile users paralleledmore relevant to the target audience. clothing and electronics could be the next those for PC shoppers in popularity andThese mobile principles will be examined successful mobile categories. pattern, with more than 90% on bothcloser in a future white paper. platforms saying they tried and/or were Healthcare, home improvement and auto interested in visiting a web site, followed delivered the lowest mobile usage relative by more than 85% using a search engineWorkable Solutions to PC usage. These comparatively under- served categories represent the greatest and about 80% getting store information. The next most popular activities for mobileClearly, it is early days for mobile shopping, opportunity to content developers. and PC shoppers included comparingbut consumers have demonstrated a Consumers who shop popular categories products and services, comparing prices,huge appetite for the medium. They are more likely to only shop that finite reading reviews, managing shopping carts/already turn to mobile for a variety of set of categories, while niche users tend lists, purchasing gift cards/certificates andshopping-oriented tasks ranging from the to shop a wider variety of categories. watching online video.most common such as search or price Niche mobile Internet users are the earlycomparisons, to category-specific activities Subtle differences also exist between the adopters of mobile shopping, and it islike viewing account balances, reading PC and the mobile experiences, however. important that we better understand theirrestaurant reviews or checking the weather. Mobile shoppers appear more interactive profile. and interested in communication (notWhile many of the simpler mobile Smaller categories have highly involved just voice or texting), price checking andshopping applications work well, more users who express strong future purchase couponing.advanced activities reported higher intent [the highest percentage of usersfailure rates. Close to 40% of mobile saying they plan to do the same orconsumers reported problems viewingvideo advertisements, while nearlyone-third cited difficulty scanning barcodes, purchasing gift cards or certificates,watching a product video, managing ashopping cart, instant messaging abouta purchase and accessing or respondingto an ad—either a standalone ad or oneembedded in search results.Investing in mobile advertising meansthat marketers should work with trustedadvertising partners with the technicalcredentials to deliver a seamless adexperience. Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users.Copyright © 2011 The Nielsen Company.9
    • Top Tried and Successful Category Shopping/Research Mobile ActivitiesPercentage of respondents who said they accessed category-specific information Copyright © 2011 The Nielsen Company. 10
    • Advertising Attitudes advertisers have begun to master and leverage the unique attributes of the “informative” and “spelled out the features and benefits,” which is notFour in ten mobile users recalled seeing platform. Younger mobile customers surprising given that immediacy is a keycategory advertising during the mobile recorded higher rates of search after mobile Internet shopping characteristic.shopping process. Among those who viewing ads and more readily accepted the Relevance rated high as well, with usersremembered seeing ads, 20% said they ad/free content equation. citing ads that “were useful when lookingalways looked at ads, while 66% only for certain information” or “targeted just Consumers are open to ads that helpoccasionally viewed ads. Yahoo! app to me and relevant to my interests or them with their shopping experience,users were nearly five times as likely as background.” and marketers who can deliver thenon-users to always look at category right information at the right time can One-quarter to one-third of respondentsads. Financial, dining and digital content dramatically influence mobile purchases. believed it was important that mobileconsumers were the least likely to recall ads were entertaining and memorable,seeing and ad or to view it. especially when linked to their currentAlmost half of sophisticated mobile Creative Approaches location.shoppers have accepted the trade-off Advertisers should take the mobile Similar to the mobile principles, wherebetween advertising and free content. operating system into consideration when the relevant attribute set and importanceSlightly fewer than one-third noted that developing creative, since all devices rating changed depending on the category,they sought out additional information and all user experiences are not created the preferred advertising technique variedafter viewing a mobile advertisement. equal. The survey found that content by category as well. Auto, personal care/Mobile users agreed that mobile ads had scored higher than creative presentation beauty, apparel, food and beverage andbecome more engaging lately as well as according to mobile device shoppers. home improvement shoppers appearedmore helpful at finding geographically- to be the most accepting of informationalrelevant information, suggesting that Mobile consumers favored ads that advertising related to their search. “clearly told me the price,” “were straightforward and fact-based,”It’s important that mobile advertising is… Mobile Entertainment Dining Food & Personal Tech Financial Travel Apparel Health Care Home Auto Digital Beverage Informative 49% 52% 49% 54% 47% 56% 61% 54% 57% 63% 58% 57% Relevant to Interests 45% 48% 44% 51% 38% 54% 59% 47% 55% 57% 53% 51% Simple 36% 41% 39% 43% 33% 43% 48% 38% 42% 54% 47% 47% Branding 24% 28% 27% 29% 24% 29% 38% 31% 37% 39% 33% 37% Graphical/ 21% 26% 20% 30% 22% 23% 31% 29% 28% 35% 29% 33% MultimediaPlease tell us how important the following types of ad features are to you when it comes to <<CATEGO-RY>> advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet At/above BelowCategory Users. average averageCopyright © 2011 The Nielsen Company.11
    • ConclusionPeople once patted their pocket beforeleaving home to check for a wallet. Nowthat “must-have” object of interestis the mobile phone. Firmly rooted inits effectiveness as a communicationsplatform, mobile is amping up its impactby facilitating every aspect of theshopping experience, from investigatingproduct features, to comparing prices,locating a desired item at a specificretailer, previewing the options for friendsvia photo or video, through ordering andpayment.While PC transactions still outnumbermobile purchases in volume and value,the evolving platform is gaining tractionquickly, with a growth trajectory thatoutstrips the rate of PC commerceacceptance during its early years. In fact,PC and TV use go hand-in-glove withmobile, as shoppers pursue informationacross platforms, opening up a newavenue for cross-platform marketinginitiatives. The phrase “shop ’til you drop” willbecome passé as mobile apps directshoppers to the closest store withthe right merchandise, while servingup comparative product and priceinformation and perhaps a coupon, too.In addition to powerful attributes likeimmediacy and location-based services,mobile has transformed shopping intoa social exercise that envelops off-sitecontacts in the decision process. Mostmobile users have already experimentedwith some aspect of mobile shoppingand are eager to tap into an expandingportfolio of applications and capabilities.Given the consumer appetite forimmediate access and the ubiquity andaffordability of mobile, the only limit onmobile potential as a shopping platformwill be the ability of marketers andadvertisers to master the medium. Copyright © 2011 The Nielsen Company. 12
    • Methodology Exemplar Categories Areas of Investigation Twelve representative product or The study benchmarked and measured In an effort to better understand the service categories were selected for mobile behaviors and attitudes in general mobile shopping process, the mobile study: digital content, restaurant/ and, across the 12 defined categories, consumer purchase funnel and ascertain dining, entertainment, financial services, over time. Researchers investigated both any differences between shopping consumer electronics/ technology, travel, category-exclusive and general shopping behavior on the PC and mobile platforms apparel/accessories, health/medical, attitudes and any usage differences in the U.S., Yahoo! commissioned Nielsen food and beverage, beauty/personal care, between shoppers accessing information to conduct a study of 8,384 Internet home improvement and autos/parts/ on a mobile platform versus a PC. Other shoppers between the ages of 13–64 in accessories. areas of interest included an examination June 2010. The 25-minute online survey of current and future purchase funnel was completed by Sample Selection mobile penetration; shopping outcomes Respondents were sourced from the attempted, completed or interrupted 5,313 mobile Internet category users Nielsen RDD/Online metered panel and and subsequent actions and advertising- who both owned a mobile device with supplemental mobile-centric shoppers. related category recall, attitudes and Internet access and researched informa- Panel recruitment involves a proprietary preferences. tion related to at least one of 12 desig- methodology that combines the nated product categories, and representativeness of a Random Digit Dial 3,071 PC Internet category users who (RDD) panel with the depth provided by owned a desktop/laptop/tablet PC with an online-recruited panel. The RDD “core” Internet access, researched information of this methodology provides a baseline related to at least one of 12 designated for representative demography and online product categories and owned a mobile behavior. This baseline is used to create phone but did not access any category demographic and behavioral weights for information via a mobile device. the online-recruited panel.Copyright © 2011 The Nielsen Company.13
    • About The Nielsen About Yahoo! SourcingCompany Yahoo! attracts hundreds of millions of The tools and data in this report represent users every month through its innovative the intellectual property of Nielsen. TheThe Nielsen Company is a global technology and engaging content and methodology and insights represent theinformation and measurement company services, making it one of the most intellectual property of Yahoo!. Kindlywith leading market positions in trafficked Internet destinations and source all data in this report using themarketing and consumer information, a world-class online media company. appropriate citations.television and other media measurement, Yahoo!’s vision is to be the centeronline intelligence, mobile measurement, For more information about Nielsen, visit of people’s online lives by deliveringtrade shows and related assets. The www.nielsen.com, for Yahoo!, visit http:// personally relevant, meaningful Internetprivately held company has a presence advertising.yahoo.com. experiences. Yahoo! is headquarteredin approximately 100 countries, with in Sunnyvale, California. For moreheadquarters in New York, USA. For more information, visit http://advertising.information, please visit www.nielsen. yahoo.com or the company’s blog, Yodelcom. Anecdotal (http://yodel.yahoo.com). Copyright © 2011 The Nielsen Company. All rights reserved. Printed in the USA. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 10/2557 14