IAB RealView is a unique piece of research that combines a survey of 1,400 UK smartphone owners with 600 hours of footage showing how people really use their connected devices and data from a mobile app that allowed people to track purchases and product research. The results give great insights and tangible recommendations for brands into how connected devices have impacted the purchase journey and how people swap between online and offline shopping when making purchasing decisions. The research shows exactly which marketing messages have influenced people and how their behaviour changes when shopping for low value or high value items.

1. A True Look at the
Omnichannel Consumer
iabuk.net 03/11/2014

2. Background and objectives

3. Methodology
Mobile Aquarium
Sample: 20 people
Method: App to record activity
related to researching / buying
in product category
Time: 2 weeks, (>500 activities
logged)
Quantitative Survey
Sample: 1,376 nationally
representative smartphone
owners
Method: 20 minute online
survey
Time: September 2013
Digital Ethnography
Face to face interviews
Sample: 20 people
Method: FishEye camera worn
for 3 days taking a photo every
5 seconds
Time: 3 days (>600 hours of
footage)

4. 1.0 Device usage
iabuk.net

5. Downtime = screentime
People can’t just do nothing anymore, we use devices to fill gaps
52% 37%
When I have
downtime, I hardly
ever just sit and think,
I prefer to check my
smartphone
37%
When I’m out with
my friends, I will
check my phone if
there’s a lull in the
conversation
55% Young
47% Parents
Q. Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you?
Base. Total Respondents – 1376

6. Phones have become extension of self
They are ingrained in our daily lives and many of us rely on them:
1 in 2
57%
claim their
smartphone is their
most personal
device
One third
say their smartphone is their lifesaver
Q: Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you?
Base. Total Respondents – 1376

7. One third see smartphone as their lifesaver
“Smartphones are
repositories of the self
in that they store our
memories, our
autobiographies, they
contain a paper trail of
the self in the form of
texts, images, searches,
wish lists, and secrets.”
Dr Simon Hampton, UEA

8. 2.0 Multi-screening
(#omniscreening)
iabuk.net

9. Two thirds use another device with TV
TV &
smartphone
TV & laptop
TV & tablet
TV & at
least one
other device
66%
25%
20%
11%
Q. And when you are watching TV do you often also use any of the following devices in addition?
Base. Total Respondents – 1376

10. Young people are the biggest multi-screeners
73% 71%
53%
18-30 31-54 55+
Most regularly used device with TV
Smartphone (34%)
18-30’s
31-54’s
55+
Smartphone (26%)
Laptop (17%)
TV & connected device usage by
age:

11. Multi-screening isn’t just about TV
Smartphone
& laptop
Smartphone
& desktop
Smartphone
& tablet
51%
27%
20%
Connected
device
multi-screening
is
prevalent
Q. We’re interested to know if you often use two or more of your devices at the same time. Which of the
following devices do you tend to use together at the same time?
Base. Total Respondents – 1376;

12. Cognitive challenges = similar to driving

13. Welcome to the age of #omniscreening
People are always online and
have constant access to
multiple screens.

14. 3.0 Devices and
the purchase journey
iabuk.net

15. How we thought about this…
By device By category By journey stage
Q. Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Low value recent purchases - 860; Medium value - 829; High value – 480

16. 78%
A key role in recent purchases
of recent purchases
involved a
connected device
Q Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Total Respondents – 1376;

17. Digital advertising drives in-store behaviour
“I thought this was a really different form of advertising. Doritos have sponsored the game
which my daughter was playing. It doesn't tell you much about the product, but
gets its name out there and I’m sure my daughter will mention the
‘Doritos game’ next time we are in the shop!! And probably want some!!”
Source: The Mobile Aquarium

18. Large Purchase
“Email from Groupon, an
offer on a laptop and
antivirus software included
for £340, I will check the
deal on their website”

19. Special offer email prompts action
“it was sent to my emails. From Holland and Barrett. The discount. I
use vitamins and buy from them. Will look to see if what i take are on
offer.”
Source: The Mobile Aquarium

20. Larger screens used more in journey
17%
30%
45%
52%
Smartphone Tablet Desktop Laptop
Q Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Total Respondents – 1376;

21. Usage changes as the journey progresses
Used a device in a recent purchase
Smartphone Tablet Laptop Desktop
Trigger Research Purchase
Q. Which of the following devices do you think played a role in your [VALUE] purchase?
Base. Smartphone – 370; Laptop – 946; Desktop – 535; Tablet – 333
Larger
screens are
used more to
complete the
purchase

22. 4.0 Marketing
via smartphone
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23. Mobile demands a different mindset
Q. Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you? – “My
smartphone is my most personal device”
Base. Total Respondents – 1376

24. The Intimacy Ladder
More personal
experiences and targeted
messages
The smartphone can be
thought of as a ‘first date’
As the relationship
develops…
First contact = be on
best behaviour!
Don’t be over familiar or ask
for too much

25. Receiving personalised suggestions?
before I’ve bought
something
after I’ve bought
something
Happy Not Happy
9%
62%
35% 35%
Q. Below are a few statements that other people have made about shopping in general. How much do you agree or disagree that each one describes you?
Base. Total Respondents – 1376

26. 5.0 Recomendations
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27. Recommendations for brands
• #omniscreening is an
opportunity for brands
• People want to
consume content on all
devices – brands have
as much right to provide
this content as
traditional media owners

28. Learnings for brands
People use
different screens
together, brands
can use this to
provide a joined
up experience

29. Recommendations for brands
• Even if consumers
don’t buy on mobile
they will be
researching on
mobile, optimise for it
• Be discoverable,
consumers turn to
their mobile to replace
downtime, they need
to find you quickly

30. Recommendations for brands
Personal nature
of smartphone
demands a
different
marketing mind
set

31. Thanks!
For more information:
 www.iabuk.net/realview
 research@iabuk.net