Wireless Shopper 2.0
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With over 450 mobile devices in North America and an average of 10 new phone launches each week, how do shoppers decide which phone is right for them? ...

With over 450 mobile devices in North America and an average of 10 new phone launches each week, how do shoppers decide which phone is right for them?

How do marketers influence these purchase decisions?

We're excited to announce that Google and Compete recently completed their latest research study, Wireless Shopper 2.0, which covers the shifting cell phone marketplace, the rise of the smartphone and the role search plays in the purchase process.

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Wireless Shopper 2.0 Presentation Transcript

  • 1. Wireless Shopper 2.0 April 20, 2010 Google Confidential and Proprietary
  • 2. 450+ phones in North America with 10 launches a week Google Confidential and Proprietary 2 1 Source: Gartner Group (2009)
  • 3. Methodology • The initial study was based on understanding the attitudes of online users who identified themselves as wireless purchasers and analyzing behavioral clickstream activity of those observed adding a wireless product to their shopping cart. A follow up study was completed, performing an attitudinal and behavioral study based on a major phone launch in Q2 2009 • Tracked online search and research activity using Compete’s 2MM US opt-in panelists from Nov 2008 to Dec 2009, including carrier, OEM, 3rd party reseller and research sites • Includes both paid and natural Search • Sites and Search terms used were provided by Google We tracked consumers online We analyzed those who added Surveyed searchers to shopping activity to understand the product to cart, tracing their understand their purchase shopping and searching behavior backward from the point behavior. patterns. of purchase. Google Confidential and Proprietary 3 Source: Google/Compete The Value of Search for Wireless Product Launches Study, March 2010.
  • 4. shifting smart search marketplace phones Google Confidential and Proprietary 4
  • 5. shifting marketplace Google Confidential and Proprietary 5
  • 6. Device Focused Consumers Online Regardless of Purchase Location General Retailers Stepping it Up Google Confidential and Proprietary 6
  • 7. Shoppers Open to Switching Service Provider Device 42% did not know exactly which 78%did not know exactly which OEM Carrier they would purchase from they would purchase from Q - When you first considered your most recent cell phone purchase, which statement best describes your mindset about the wireless service provider? (Total Respondents=2961) Google Confidential and Proprietary 7 Q - Which statement best describes your mindset about the brand of cell phone? (Total Respondents=2961) Source: Google/Compete Wireless Shopper Study, January 2010.
  • 8. Hot Phones and Features Trump Upgrades “I was eligible for a “I wanted a phone “I saw a new free or discounted with more cell phone that I upgrade with my features” had to have” provider” -11% +20% +17% Q. Why did you decide to make this cell phone purchase? (n=2881, among those not purchasing first cell phone) Source: Google/Compete Wireless Shopper Study, January 2010. Q. Why did you decide to make this cell phone purchase? Please select all that apply. (n=1217, not first phone) Source: Wireless Shoppers Study, Google & Compete May 2008 Google Confidential and Proprietary
  • 9. Device Interest Reflected through Search Queries Source: Google.com, US Google Confidential and Proprietary 9
  • 10. Consumers Increasingly Research Online 29% increase in the number of online resources used in research+ 63% of people who bought phones in stores researched their purchase online Q - Which of the following sources did you use to research your recent cell phone purchase? (Total Respondents=2961) + As recalled by survey respondents in 2009 vs as recalled by 2008 survey respondents Google Confidential and Proprietary 10 Source: Google/Compete Wireless Shopper Study, January 2010.
  • 11. Same Online Research to Buy Online or In-store Type of Information Researched Online * * Q - Which of the following activities did you conduct online during your most recent cell phone purchase research process? 11 Please select all that apply. (n=2057; based = shoppers that used online sources) Google Confidential and Proprietary 11 Source: Google/Compete Wireless Shopper Study, January 2010.
  • 12. Buyers Spending More Time Researching Time Spent Researching Phone Purchase 5% 4 weeks or more 9% ** Total 2008 (n=1257) 1 week but less than 4 20% Total 2009 (N=2961) weeks 25% ** More than two days, but 19% less than one week 20% 56% 2 days or less 45% ** 0% 10% 20% 30% 40% 50% 60% Q - How much time did you spend researching your most recent cell phone purchase? (Total Respondents=2916). Source: Google/Compete Wireless Shopper Study, January 2010. Google Confidential and Proprietary 12 Source: Wireless Shoppers Study, Google & Compete Q: How much time did you spend researching your recent cell phone purchase? (N=1257, asked of recent wireless buyers, May 2008)
  • 13. Retailer Sites Increasing Share of Voice Website Traffic Growth Dec 2008 vs Dec 2009 178% Amazon 107% Target Aggregate of 160% RadioShack 44% OEM sites Aggregate of 26% Walmart 3% Carrier sites Source: Compete.com Google Confidential and Proprietary 13
  • 14. Increasingly Influential as a Resource Used During Research Process Influential to Purchase Decision (2008 vs 2009) (2008 vs 2009) 45% 65% 60% 40% 40% 60% 57% 40% 55% 55% 51%** 35% 50% 45%** 45% 40.00% 40.09% 45% 30% 40% 25% 40% 24%** 35% 35% 35% 20% 30% 18%** 30% 16% 24.00% 25% 25% 15% 18.10% 20% 20% 16.00% 10% 9% 15% 15% 10% 9.00% 5% 10% 5% 5% 0% 0% 0% Wireless Carrier WirelessSite Site OEM Carrier Retailer Site OEM Site Wireless Carrier Site Retailer OEM Site Retailer Site Site Site 2008 2009 Q - Which of the following sources did you use to research your recent cell phone purchase? (Total Respondents=2961) Not all answer choices included on chart Q - On a scale from 1 to 5, where 1 means no influence at all and 5 means significant influence, how much influence did each of the following have on your most recent cell phone purchase? Top 2 Box (Total Respondents=2961) Source: Google/Compete Wireless Shopper Study, January 2010. Q: Which of the following sources did you use to research? Asked of Recent Wireless Buyers, (N=1257) Google Confidential and Proprietary 14 Q: How much influence did each resource used have on your purchase? (Top 2 Box) Asked of Recent Wireless Buyers Who Used Resource, N=variable, May 2008. Source: Wireless Shoppers Study, Google & Compete 2008.
  • 15. Retailers Have Captured Wireless Customers Purchase Channel for Phone Purchase 23% Q – Where did you purchase your most recent cell phone? (Total Respondents=2961). Online share of purchases was higher than actual due to online survey fielding. Actual online share is typically ~6% of carrier gross add orders Google Confidential and Proprietary 15 Source: Google/Compete Wireless Shopper Study, January 2010. Note: Traqline reports 17% of wireless phone sales through general retail stores in Q4 2009.
  • 16. Device Focused Consumers Online Regardless of Purchase Location General Retailers Stepping it Up Google Confidential and Proprietary 16
  • 17. smartphones Google Confidential and Proprietary 17
  • 18. Open to Switching Carriers Reeled in by Features Investing More Money, More Research Google Confidential and Proprietary 18
  • 19. New Segment of Customers Wireless Device Owned Prior to Current Smartphone new smartphone 65% owners Compete Smartphone Intelligence data. G1: Which of the following best describes the wireless device you primarily used before purchasing Google Confidential and Proprietary 19 your current smartphone? (n=1959, smartphone owners)
  • 20. Smartphone Purchase Drives Carrier Switching Cell 75% phone buyers Been with current versus service provider 2+ years 67% Smart- phone buyers** Q: How long have you been with your current wireless service provider. Google Confidential and Proprietary 20 Source: Compete Gen Pop Wireless Survey, August 2009.
  • 21. All Attributes Valued by Smartphone Buyers Importance of Attributes (Smartphone vs Cell phone) 85% Coverage area 88% 77% Wireless provider 78% Wireless provider customer service 69% 71% Carrier 63% Wireless provider my family and friends use 66% 60% Online account management 66% 50% Specific phone model 80% ** Operating System 42% 70% ** Device 29% Applications available for download 60% ** 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Ow ner (n=704) Cell Phone Ow ner (n=1542) Q - On a scale of 1 to 5, how important were each of the following attributes when making your most recent cell phone purchase? (Top 2 Box) Google Confidential and Proprietary 21 (Total Respondents=2961) Source: Google/Compete Wireless Shopper Study, January 2010.
  • 22. Smartphone Owners Do More Research Time Spent Researching Phone Purchase (Smartphone Owner vs. Cell Phone Owner) 7% 4 weeks or more 17% ** 1 week but less than 4 28% weeks 25% More than two days, but 21% Cell Phone Owner less than one week 20% (n=1542) Smartphone Owner (n=704) 43% 2 days or less 38% ** 0% 10% 20% 30% 40% 50% 60% 22 Q - How much time did you spend researching your most recent cell phone purchase? (Total Respondents=2961) Google Confidential and Proprietary 22 Source: Google/Compete Wireless Shopper Study, January 2010.
  • 23. Not All Wireless Shoppers On Board Yet Why I Bought a Smartphone Why I Didn’t Buy a Smartphone 45% Iwith moreafeatures wanted phone 53% Smartphone plans are too expensive I don’t need the features 22% I saw a new phone I had to have 28% on a smartphone Q - Why did you decide to make this cell phone purchase? (Total Respondents=2961) Source: Google/Compete Wireless Google Confidential and Proprietary 23 Shopper Study, January 2010. SC4: Why haven't you purchased a smartphone? Source: Smartphone Intelligence Study, Q32009. (n=1959)
  • 24. Open to Switching Carriers Reeled in by Features Investing More Money, More Research Google Confidential and Proprietary 24
  • 25. search Google Confidential and Proprietary 25
  • 26. 62% of consumers who searched for a newly launched mobile device purchased one. Source: Google/Compete The Value of Search for Wireless Product Launches Study, March 2010. Google Confidential and Proprietary 26 White-labeled case study based on the launch of a mobile in Q2 2009. Survey Data.
  • 27. Search is a Compass Increase Acquisition & Loyalty Bridge the Gap from Queries to Sales Google Confidential and Proprietary 27
  • 28. Wireless buyers conduct an average of searches during their shopping process 28 Google Confidential and Proprietary 28 Source: Google/Compete Wireless Shopper Study, January 2010. Clickstream Data.
  • 29. Search Encompasses Mobile Device Launch and Optimize Capture, Learn, Announcement Launch Pre-Launch Search Queries Average Mobile P hone La unch Time Google Confidential and Proprietary 29 Source: Google internal data.
  • 30. Search Directs Traffic to New Phone Sites Search Share of Total Site Visits to New Device Product Pages (Share of search referrals among total referrals to Carrier and OEM sites) Google Confidential and Proprietary 30 Source: Google/Compete The Value of Search for Wireless Product Launches Study, March 2010. White-labeled case study based on the launch of a mobile in Q2 2009. Clickstream Data.
  • 31. Search Introduces New Customers Percent of Searchers and Buyers (Device term searchers and search referred buyers who were current customers or prospects of the launch carrier) Searchers Searchers Buyers Searchers Buyers 47% 39% 56% 46% Prospects Prospects 62% Prospects 53% 61% 44% 54% 38% Current Current Current Customers Customers Customers Announcement & Launch Post-Launch Pre-Launch Google Confidential and Proprietary 31 Source: Google/Compete The Value of Search for Wireless Product Launches Study, March 2010. White-labeled case study based on the launch of a mobile in Q2 2009. Clickstream Data.
  • 32. Visits Initiated by New Device Searches Percent of Search Referrals from Specific Device Keywords (Search referrals to OEM and Carrier pages, Compared to generic keywords) Source: Google/Compete The Value of Search for Wireless Product Launches Study, March 2010. Google Confidential and Proprietary 32 White-labeled case study based on the launch of a mobile in Q2 2009. Clickstream Data.
  • 33. 49% of Buyers Searched on Non-Brand Terms Top 10 Non-Branded Terms that drove to shopping cart cell phones prepaid cell phones hot cell phones cell phone plans cell phone cell phone companies prepaid phones cell phone deals prepaid cell phone plans prepaid phone cell phones providers Google Confidential and 3 Proprietary 3 Google Confidential and Proprietary 33 Source: Google/Compete Wireless Shopper Study, January 2010. Clickstream Data.
  • 34. Non-Brand Terms Convert to Sales 30% of search-driven conversions to Tier 1 carriers Non-Branded terms drove 67% of search-driven visits to store locator pages Google Confidential and Proprietary 34 Source: Compete Custom Dashboards. Q3 2009.
  • 35. Search Drives Sales, Overall 67% Purchases made in-store by searchers of new phone launches. Google Confidential and Proprietary 35 Source: Google/Compete The Value of Search for Wireless Product Launches Study, March 2010. White-labeled case study based on the launch of a mobile in Q2 2009. Survey Data.
  • 36. Search is a Compass Increase Acquisition & Loyalty Bridge the Gap from Queries to Sales Google Confidential and Proprietary 36
  • 37. Thank you Google Confidential and Proprietary 37