3. 78%
2%
8%
5%
7%
78%
3%
10%
4%
5%
79%
2%
6%
5%
8%
77%
1%
10%
5%
7%
Yes, that was the original brand I had in mind
No, the brand I initially intended to buy was out of
stock
No, I switched for better value
No, I accidentally came across something that is more
interesting
No, for some other reason
Did They Buy the Brand They Had In Mind?
Overall
Auto
Smartphone
Grocery
5. for Marketers
• Marketers need to be “marketing” to people before they
are actively shopping the category by increasing brand
presence across channels
• Consumers need help making sense of it all. Help them
by managing their perception of risk.
IMPLICATIONS
7. 57%
71%
71%
74%
71%
73%
74%
77%
69%
70%
68%
66%
68%
Friends/followers on social networking sites
Fan pages/Following brands on social
networking sites
Blogs
Comparison-shopping sites
Search engines
Reviews: professional/expert
Reviews: consumer-generated
Brand/Company website
Online-only retailer
Other retail websites
Video websites
Online advertising
Daily-deal sites like Groupon, Living Social, or
Google Offers
65%
64%
56%
74%
63%
71%
72%
76%
66%
64%
59%
57%
54%
21%
33%
30%
36%
26%
28%
39%
48%
30%
19%
18%
28%
24%
Importance of Each Online Source: By Category
(Somewhat/Very Important)
Auto Smartphones Grocery
8. for Marketers
• People’s “trust networks” are highly influential and
factor greatly into both high- and low-risk/reward
purchases.
• Marketers need to help consumers interact about their
brands to be perceived as trusted and less as
adversaries.
• Mobile can help facilitate this process
IMPLICATIONS
11. Purchase Decision Stage and Sentiment for All
Observed Product Categories
Post-Purchase
Comments
Pre-Purchase
Comments
negative
198
92
neutral
371
307
positive
808
407
Note: Numbers adjacent to the dot groupings are the actual counts, while the dots illustrate the frequency graphically.
15. for Marketers:
• Consumers share their triumphant shopping experiences
online. Marketers need to ensure that consumers have
the information they need to have a positive shopping
experience.
• Monitor the emotional journey the consumer is on.
Watch out for disconnects between the brands’ values
and the ways the brands are being discussed online.
• Use this learning to optimize marketing
communications.
IMPLICATIONS
16. Summary
• Think of mobile’s potential role in the passive stage
and when moving from passive to active
– Conveying emotions
– Catching downtimes
• Marketers need to actively participate in simplifying
online information for consumers.
• Marketers need to facilitate consumer conversations
about their products and brands.
• Monitor the emotional journey and respond in real
time