Mobile shopper research
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Mobile shopper research Mobile shopper research Presentation Transcript

  • MobileShopperResearch2012 12
  • 67%1 33%2 ,345 /6 1/37
  • One One One One to to to toOne Many One One Anytime Anytime Anywhere
  • PRINT TELEVISION ¥ INTERNETFRIENDS & BRICK & MORTAR FAMILY STORES
  • (Zero Moment Of Truth)Stimulus First Second Moment Moment of Truth of Truth PR ZMOT www.zeromomentoftruth.com 6
  • Who?When?What?How?Why?Why Not?
  • Shopper Sciences2012 7 9 3 3< > < U&A ( ) > < >
  • “ ” 33% 33% 67% •  •  •  • Q1a PC n=1,033)
  • 79% 13 25% 24% 20% 7% 7% 21% 79%Q22a 1 13 n=316
  • 66% 69% 59% 67% 68% 73% 83% 87% 34% 31% 41% 33% 32% 27% 17% 13% 20s 30s 40s 50s 20s 30s 40s 50sQ1a PC n=1,033
  • 89% 79% 79% 52% 61% 46% 61% 50% 61% 41% 53% 34% 25% 13% 25% 12%Q1a PC n=1,033
  • WEB SNS TWITTERQ15a n=1,033
  • 50%40%30%20%10%Q5a n=316
  • DETAILED PRODUCT 38% INFO 20% 20% ¥ 10%Q17b n=690 15
  • 68% 61% 59% 57% 56% 53% 50% 40% CD/DVD 64% 49% 45% 41% 37% 35% 34% 29% CD/DVDSQ4a PC n=316
  • 56% 46% 44% 40% 38% 35% 34% 28% CD/DVD 30% 26% 23% 23% 22% 16% 13% 13% CD/DVDSQ5a 1 PC n=316
  • 58% 57% 55% 43% 38% 32% 25% 45% 41% 35% 29% 26% 23% 17% 19% 19% 13% 10% 10% 4% 7% CD/DVDQS4a PC n=316SQ5a 1 PC
  • 64% 69% 69% 71% 72% 75% 78% 36% 31% 31% 29% 28% 25% 22% CD/DVDQ25a ( SAQ26a ( SA n=316
  • 1/3 ? 36% 33% 43%! 28%! 27%! 20% 24%! 33% 15% 21%! 31%Q18b PC n= 300Q19b Q18b n=229Q20b Q18b n=229
  • 57% 43% 42% 41% 38% 34% 34% 32% 70% 57% 50% 47% 44% 40% 32% 27%QS4a PC n=316
  • 25% 25% 23% 23% 17% 16% 12% 11% 38% 34% 28% 23% 21% 20% 11% 8%SQ5a 1 PC n=316 1
  • Q1b n= 300 23
  • Q3b = 300
  • 1/3 49% 42% 33%Q2b n= 300 25Q4b < n= 300
  • 34% 36% 28% 38% 36% 22% 24% 22% 16% 40% 39% 31% 52% 42% 38% 53% 48% 27% 61% 57% 23% TOP 3Q3b n= 300
  • / / / (POSEM)11 60 QR 1 Google+ SNS ‘ ’ ‘ ’ E E I
  • 16.2 13.3 7.3Q2b n= 300 28
  • ZMOT E E 30% E E 30% 29% 26% 24% 23% 21% PR 20% 20% 19% 58% 54% 53% 50% 49% 41% 39% 38% ZMOT 34% 32% 54% 38% ¥ 33% 22% 15% 8% FMOTQ2b n= 900 29
  • ZMOT FMOT 74% 98% 51% ¥ 72% 92% 59% ¥ 39% 76% 81% ¥ ZMOT FMOTQ2b n= 900 30
  • 31
  • (Net Influence) 10 1= 10 = 8 10 1 3 Net Influence•  •  • •  •  • 
  • 31 / (234
  • (+/-) 3 -8% 33% 67% 25% -15% 35% 81% 20% -20% 34% 80% 14% -5% 19% 49% 14% -6% 19% 54% 13% -6% 11% 42% 5% -6% 8% 38% 2% -3% 4% 23% 1% -2% 3% 15% 1% -1% 1% 7% 0% -3% 2% 17% -1%Q2b n= 300 35Q5b
  • (+/-) -20% 48% 94% 28% -22% 43% 85% 21% -6% 24% 60% 18% -5% 23% 61% 18% -8% 19% 51% 11% -8% 14% 47% 6% -9% 12% 50% 3% -4% 6% 30% 2% -1% 3% 9% 2% -3% 4% 24% 1% -4% 3% 20% -1%Q2b n= 300 36Q5b
  • (+/-) -4% 34% 58% 30% -14% 35% 85% 21% -20% 36% 83% 16% -6% 21% 52% 15% -5% 14% 42% 9% -5% 13% 46% 8% -2% 4% 14% 2% -7% 8% 45% 1% -1% 1% 7% 0% -3% 2% 23% -1% -4% 2% 18% -2%Q2b n= 300 37Q5b
  • (+/-) -13% 48% 81% 35% -5% 20% 51% 15% -11% 19% 52% 8% -3% 10% 27% 7% -17% 23% 57% 6% -4% 5% 25% 1% -1% 2% 10% 1% -2% 3% 4% 1% 12% 1% 3% 0% -1% 0% 13% -1%Q2b n= 300 38Q5b
  • Comparison shopped using my mobile phone 44% Called someone to get their opinion 24% 21% 14% Used phone to check for availability or additional options 24% Used phone to retrieve and use a stored offer or coupon 22% Sent a picture of product to friends/family for feedback 21% AVG ALL AVG MOBILE SOURCES SOURCES Comparison shopped using my mobile phone 33% Used phone to retrieve and use a stored offer or 24% 16% 16% Took a picture of the product to share / review 22% Used phone to check for availability or additional 19% Used a mobile phone to read / find product 18% AVG ALL AVG MOBILE SOURCES SOURCES Used phone to retrieve and use a stored offer or 37% 25% Called someone to get their opinion for an item you 30% Used a mobile phone to read / find product reviews 22% 6% Sent a picture of the product to friends / family for 21% Comparison shopped using my mobile phone 18% AVG ALL AVG MOBILE SOURCES SOURCESQ5b 10 1 10 n= 300 39
  • 44% 25% 24% 54% 33%Q28a n=1,033)
  • Winning over mobile shoppers What areyour plans?
  • Shopper Sciences• • • • • •  42
  • 1.•  4 ×6•  2012 7 29 312. U&A ( )•  3,765 1,000•  20 59 1•  2012 8 14 15•  (n=316) –  = (53%), (47%) –  = 20-29 (37%), 30-39 (35%), 40-49 (21%), 50-59 (7%)3. (Neural Shopper Online Survey)•  900 n= 300•  90 30 14• •  –  = (65%), (35%) –  = 18-24 (4%), 25-34 (24%), 35-44 (36%), 45-54 (26%), 55 + (10%)•  2012 9 17 18 43
  • : Shopper SciencesShopper Sciences is a marketing consultancy part of the Interpublic Group of Companies(NYSE: IPG). Working closely with sister marketing communication agencies MomentumWorldwide and the McCann Worldgroup, it provides retailers, manufacturers, andadvertising agents with the insights necessary to align marketing strategies with factorsthat truly influence the shoppers decision to buy. Shopper Sciences utilizes proprietaryresearch methodologies and diagnostic tools to uncover the true drivers of influencealong the path to purchase. These insights serve as the foundation for developingshopper marketing programs, including creative strategies and media channeloptimization, for categories and brands. 107-0062 1-1-1 12F 03-3746-8084 tokyo@shoppersciences.com http://www.mccannwg.co.jp/ 44
  • ©"Copyright"2012"Google."All"rights"reserved."Google"and"the"Google"logo"are"registered"trademarks"of"Google"Inc.