BrandSpark + mCordis Webinar

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Every mobile device is different. Not surprisingly, so are the people who use them. What are the main personas, how do they behave, and what can you do to customize your approach? With mobile on the mind of every marketer, understanding how consumers interact with their devices is a critical step in building an effective mobile strategy. To help navigate the ever changing mobile landscape, Mark Baltazar of BrandSpark International and Jed Schneiderman of Tapped Mobile will share actionable North American insights from the 2nd Annual Mobile Personas Study – the largest study of its kind in North America.

In this insight-filled webinar, you will learn:
-What important changes in mobile behaviour have occurred since last year
-Why it’s important to segment the mobile market into simple personas
-How Mobile Personas use smartphones and tablets and what it means for your mobile strategy
-How mobile impacts key retail categories

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BrandSpark + mCordis Webinar

  1. 1. mCordis Putting mobile at the heart of marketing mC Mobile Personas: Critical Insights That Will Ignite Your Mobile Strategy! ! ! April 22, 2014
  2. 2. Overview! Every mobile device is different. Not surprisingly, so are the people who use them. What are the main personas, how do they behave, and what can you do to customize your approach? With mobile on the mind of every marketer, understanding how consumers interact with their devices is a critical step in building an effective mobile strategy. To help navigate the ever changing mobile landscape, Mark Baltazar of BrandSpark International and Jed Schneiderman of Tapped Mobile will share actionable North American insights from the 2nd Annual Mobile Personas Study – the largest study of its kind in North America.
  3. 3. Today’s Agenda! In this insight-filled webinar, you will learn: •  What important changes in mobile behavior have occurred since last year •  Why it’s important to segment the mobile market into simple personas •  How Mobile Personas use smartphones and tablets and what it means for your mobile strategy •  How mobile impacts key retail categories
  4. 4. Today’s Speakers! Michael Becker Managing Partner and North America CEO mCordis Mark Baltazar VP and Partner BrandSpark International Jed Schneiderman President & Co- Founder Tapped Mobile
  5. 5. Q&A! Don’t forget to Tweet about this session using hashtag: #mCordis, #mobilepersonas
  6. 6. Lets start with a couple of poll questions. Poll Questions!
  7. 7. 2014 2ND ANNUAL SURVEY       CRITICAL INSIGHTS THAT WILL IGNITE YOUR MOBILE STRATEGY BROUGHT TO YOU BY
  8. 8. A MULTIDISCIPLINARY APPROACH Mobile Monetization Mobile Marketing Consumer & Shopper Insights
  9. 9. WHY THIS STUDY? Growing importance of mobile A need for a North American Perspective Insights that address the needs of marketers, brands and agencies
  10. 10. METHODOLOGY
  11. 11. Who are the Mobile Personas? Why it’s important to segment the mobile market into simple personas? What Important Changes in Mobile have occurred since last year?       How Mobile Personas use smartphones and tablets and what it means for your mobile strategy           How are shoppers specifically using their mobile devices instore?
  12. 12. INTRODUCING THE MOBILE PERSONAS
  13. 13. THE MOBILE PERSONAS MOBILE MOMS MOBILE MEN MOBILE MILLENNIALS Moms 25-54 (with kids aged 0-18 at home) Men/Women 18-29 Men 25-54
  14. 14. 78% Of American Moms Are Mobile. 75% Of American Men Are Mobile. INTRODUCING THE MOBILE PERSONAS 70% Of Canadian Moms Are Mobile. 72% Of Canadian Men Are Mobile. 85% Of American Millennials Are Mobile. 83% Of Canadian Millennials Are Mobile.
  15. 15. MOBILE PERSONAS ARE EARLY ADOPTERS Mobile Moms Mobile Millennials Mobile Men Early Adopters •  First to try new products •  More likely to engage with brands •  Will recommend new products to family/ friends % of Segment that are Early Adopters Non-Mobile Persona Smartphone User Tablet User 36% 39%   54% 41%   35% 37%   45% 46%   58% 46%   58% 44%   45% 48%   62% 48%   61% 45%  
  16. 16. 3x MORE LIKELY to share product information with someone they don’t know. 2.5x MORE LIKELY to use social media to expand their social circles. 2x MORE LIKELY to use social media to share product information. Source: Mobile Personas Analysis http://visual.ly/field-guide-brand-advocates EARLY ADOPTERS ARE AMPLIFIERS
  17. 17. MOBILE PERSONAS IN ACTION
  18. 18. SMARTPHONE ADOPTION IS GROWING 76% 2014 79% 69% 2014 2014 Moms Millennials Men 57% 2014 77% 64% 2014 2014 Moms Millennials Men 4%7%3% 7%
  19. 19. Moms Moms 2014   Millennials 2014   Millennials Tablet Tablet 53% 2014 2014 40% 44% 33% 2014   Men 2014   Men 41% 40% 7% 1% 4%6% 5% 11 % TABLET ADOPTION IS GROWING AMONG MOMS
  20. 20. 46% Use a Smartphone 22% 32% MILLION Use Both Use a Tablet 56% Use a Smartphone 20% 24% MILLION Use Both Use a Tablet 47% Use a Smartphone 24% 29% Use Both Use a Tablet 40% Use a Smartphone 48% 12%MILLION Use Both Use a Tablet 49% Use a Smartphone 45% 6% Use Both Use a Tablet 46% Use a Smartphone 46% 8% Use Both Use a Tablet MOBILE MEN MOBILE MILLENNIALS MOBILE MOMS MOBILE PERSONAS DEVICE USAGE
  21. 21. Mobile Moms Mobile Millennials Mobile Men 35% 47% 43% 22% 28% 31% 10% 24% 18% Smartphone Tablet Computer BLOGS ARE AN IMPORTANT SOURCE OF CONTENT for shoppers Mobile Moms Mobile Millennials Mobile Men 33% 42% 35% 25% 32% 29% 14% 26% 21%
  22. 22. 35% Mobile Moms 65% Mobile Millennials 62% Mobile Men Video via YouTube CONSUMPTION IS GROWING 1% 14% 14% 36% Mobile Moms 64% Mobile Millennials 59% Mobile Men3% 16% 15%
  23. 23. SEARCH IS UP ON MOBILE Smartphone Tablet Desktop/Laptop Mobile Moms Mobile Millennials Mobile Men 39% 63% 52% 55% 57% 58% 75% 77% 80% -2%   6%   6%   8%   9%   1%   -10%   -5%   -5%   Search Search Search Mobile Moms Mobile Millennials Mobile Men 58% 64% 60% 60% 53% 59% 77% 67% 72% 2%   2%   -12%   -14%   -11%   Search Search Search 3%   -2%   -14%   15%  
  24. 24. SECOND SCREEN VIEWING FAVORS MOBILE Mobile Moms Mobile Millennials Mobile Men 23% 51% 30% 33% 45% 34% 41% 56% 43% 38% 50% 46% Smartphone Owners Tablet Owners Smartphone Owners Tablet Owners %  using  device  while  watching  TV  
  25. 25. MOBILE PERSONAS IN-STORE
  26. 26. Smartphones are BEING USED IN-STORE Electronics 62% Health & Beauty 57% Clothing 56% Food & Beverage 57% Automotive 34% Home Appliances 55% Electronics 47% Health & Beauty 56% Clothing 47% Food & Beverage 51% Automotive 35%       Home Appliances 56%
  27. 27. It’s not just about PRICE COMPARISONS Electronics Health & Beauty Clothing Food & Beverage Automotive Home Appliances Contact friend/ Family + Look up Product information Taking Pictures + Comparing Prices Taking Pictures Taking Pictures Search for Coupons Comparing Prices Look Up Product Information Look Up Product Information Comparing Prices Comparing Prices Taking Pictures Taking Pictures
  28. 28. 7% Mobile Moms 7% Mobile Moms 19% Mobile Millennials 13% Mobile Millennials 16% Mobile Men 8% Mobile Men Food and Beverage Health and Beauty In-store impact VARIES Changed decision in-store due to smartphone 13% Mobile Moms 23% Mobile Millennials 18% Mobile Men 14% Mobile Moms 21% Mobile Moms 13% Mobile Men
  29. 29. 3% 6% 6% 6% 8% 19% 15% 16% 12% 23% 11% 12% Smartphones are CHANGING DECISIONS 5% 12% 12% 13% 32% 24% 6% 19% 13% 8% 20% 15% Electronics Clothing Automotive Home Appliances Mobile Moms Mobile Millennials Mobile Men
  30. 30. MOBILE INSIGHTS IN ACTION!
  31. 31. INTERSECTING DYNAMICS Shoppers looking for more information Print still preferred Video consumption on the rise Shoppers looking for ways to simplify their lives
  32. 32. BABIES “R” US bridges print and digital
  33. 33. INTERSECTING DYNAMICS Tablet is growing Weather app usage tops the list In buy-mode when on tablet Blogs are popular E-commerce
  34. 34. Source:  Mobile  Commerce  Daily   TABLET-FOCUSED CAMPAIGN
  35. 35. INTERSECTING DYNAMICS Second screen viewing M-commerce is growing
  36. 36. INTERSECTING DYNAMICS People still read flyers / circulars Intersection of online and offline m-commerce is growing mobile allows shoppers to seize the moment
  37. 37. INTERSECTION OF PRINT AND MOBILE
  38. 38. INTERSECTING DYNAMICS Shoppers love their coupons Flyers / circulars still important along the path to purchase People shop with their phone Mobile impacts path to purchase
  39. 39. SHOPPERS LOVE THEIR COUPONS
  40. 40. FINAL THOUGHTS Mobile cannot be ignored American and Canadian Mobile Personas behave differently Mobile content consumption driving key consumer behavior Mobile is the new sales associate Mobile’s impact differs by sector and target market
  41. 41. THANK YOU! Mark Baltazar Vice President and Partner, BrandSpark International Mbaltazar@BrandSpark.com @Mark_Baltazar www.BrandSpark.com     Jed Schneiderman President and Co-Founder, Tapped Mobile Jed@tappednetworks.com @Jedschneiderman www.tappedmobile.com    
  42. 42. Q&A! Michael Becker Managing Partner and North America CEO mCordis Mark Baltazar VP and Partner BrandSpark International Jed Schneiderman President & Co- Founder Tapped Mobile
  43. 43. Upcoming Webinars! •  5 Ways to Nurture Profitable Customer Relationships Through Mobile Messaging -  April 24, 2014, 2pm EDT/11am PDT •  JetBlue Webinar Series Part 3: How to Structure Mobile Within Your Organization: Learnings from JetBlue Airways -  May 22, 2014, 2pm EDT/11am PDT •  Five Secrets to Unlocking Mobile SEO Success -  May 28, 2014, 2pm EDT/11am PDT Learn more at http://www.mcordis.com/education/webinars
  44. 44. Upcoming Events! The BNPA Mobile Marketing Fundamentals seminar brings some of the top minds together in an intimate format to learn the latest in mobile marketing. Learn more about attending or sponsoring here: http://www.mcordis.com/bnpa- seminar-may2014! ! May 22, Toronto!
  45. 45. Upcoming Events! Waterfall and mCordis will be hosting a series of workshops and executive dinners in San Francisco, New York and Chicago in May and June. Please email events@mcordis.com to register for the workshop or request a dinner invite.! ! ! Somo Innovation Networking Breakfast, May 8, New York! !
  46. 46. Thank you!

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