Mobile Shopping         Exclusive survey results for Figaro Digital             November 2012                             ...
About the survey         The survey was conducted on Lightspeed Researchs UK online panel in November 2012. There were 274...
Main Results         Unless otherwise specified, all of the following results only refer to respondents who had undertaken...
Mobile activities in the past 6 months                     To purchase content f or your mobile phone                     ...
•    Purchasing phone content is popular across all age groups, although other activities are most popular                ...
When it comes to purchases made via a mobile, apps are the most popular (58%), followed at some distance         by music ...
•    Each purchase type is most popular with 18-34 year olds, although apps have a broader appeal than                  ot...
Almost six out of ten (who have done some kind of mobile phone shopping) say they use their phone to         research a pr...
•    Visiting price comparison sites is popular across age groups, as is checking availability, and visiting              ...
Convenience is the most cited reason for purchasing via mobile, either in general, or because the item was         intende...
Websites are the most popular way to purchase via mobile, followed by apps.                                       Preferre...
PayPal is the preferred way to pay when shopping via mobile, followed by credit card.            • Men are more likely tha...
For four in ten respondents (39%) a poor mobile purchasing experience would put them off using the same         retailer a...
•    18-24s are the most likely to say that mobile purchasing is easier/more practical than using a laptop                ...
•    Under 55s are the most likely to say their phone is suited to making purchases                                     Is...
Respondents are most likely to be interested in using their phone as a sat nav, followed by using it to pay for         go...
•    In general men are more interested in each of these functions than women.                                  Which of t...
•    55-64 year olds are the most likely to be interested in using their phone as a sat nav (53%) and as an               ...
Respondents who did not want to use their phone to pay for goods/services in a shop were asked their         reasons. Most...
The jury is still out when it comes to the safety of mobile purchases vs. purchasing from a computer. Although         a s...
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Figaro Digital mobile shopping November 2012

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Mobile Shopping consumer report

Exclusive survey results for Figaro Digital

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Transcript of "Figaro Digital mobile shopping November 2012"

  1. 1. Mobile Shopping Exclusive survey results for Figaro Digital November 2012 1Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  2. 2. About the survey The survey was conducted on Lightspeed Researchs UK online panel in November 2012. There were 2744 respondents to the initial part of the survey, all of whom have a mobile phone. Initial Results All respondents were asked if they had undertaken any of a range of mobile shopping activities in the last six months. Around one in four (37%) had done at least one of these activities, however most (61%) had not. Respondents are most likely to have purchased content for their phone (22%) followed by physical goods/services (16%). • Respondents aged 18-34 are much more likely to have done at least one of these activities (61%), compared to 35-54 year olds (38%) and 55-64 year olds (18%). 2Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  3. 3. Main Results Unless otherwise specified, all of the following results only refer to respondents who had undertaken one of these shopping related activities on their mobile in the past 6 months (N=1000). ctivities Amongst those who had undertaken at least one mobile shopping related activity on their phone in the last 6 months, purchasing phone content is the most popular (61%), followed by purchasing physica goods/services physical (45%) and redeeming discounts or coupons (38%) (38%). • Women are more likely than men to have redeemed discounts or coupons (41% vs. 34%) 3Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  4. 4. Mobile activities in the past 6 months To purchase content f or your mobile phone 61 % (eg ringtones, apps) To purchasing physical goods or services 45 % To redeem discounts or coupons 38 % To purchase other digital content (eg songs, 34 % ebooks) To purchase or use tickets (e.g. f or travel, 27 % admission to concerts, etc.) Used it as a tickets (e.g. f or travel, admission 24 % to concerts, boarding pass etc.) To collect or redeem loyalty rewards (like 20 % airline miles) Source: Lightspeed Research 4Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  5. 5. • Purchasing phone content is popular across all age groups, although other activities are most popular with 18-34s Mobile activities in the past 6 months 18 – 34 35 – 54 55 – 64 To purchase content f or your mobile phone 63 % 61 % (eg ringtones, apps) 57 % 50 % To purchasing physical goods or services 46 % 29 % 50 % To redeem discounts or coupons 33 % 26 % To purchase other digital content (eg songs, 45 % 31 % ebooks) 19 % To purchase or use tickets (e.g. f or travel, 34 % 24 % admission to concerts, etc.) 18 % Used it as a tickets (e.g. f or travel, admission 30 % 22 % to concerts, boarding pass etc.) 17 % To collect or redeem loyalty rewards (like 26 % 18 % airline miles) 13 % Source: Lightspeed Research Respondents who have done at least one of these activities 5Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  6. 6. When it comes to purchases made via a mobile, apps are the most popular (58%), followed at some distance by music (33%) and clothes/shoes (24%). One in five have purchased food or groceries via mobile. • Women are more likely than men to have purchased clothes or shoes (29% vs. 18%) Mobile purchases Apps 58 % Music 33 % Clothes, shoes 24 % eBooks / iBooks 23 % Travel (hotel, train ticket, f light etc) 23 % Food, groceries etc. 20 % Event tickets 19 % Take-away meal 18 % Other 15 % Toiletries, make-up, f ragrance 13 % Video content 10 % Charity donation 7% Source: Lightspeed Research 6Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  7. 7. • Each purchase type is most popular with 18-34 year olds, although apps have a broader appeal than other items Mobile purchases 18 – 34 35 – 54 55 – 64 68 % Apps 54 % 48 % 45 % Music 31 % 13 % 35 % Clothes, shoes 20 % 9% 30 % eBooks / iBooks 21 % 16 % 26 % Travel (hotel, train ticket, f light etc) 23 % 16 % 24 % Food, groceries etc. 19 % 11 % 21 % Event tickets 18 % 16 % 26 % Take-away meal 13 % 15 % 12 % Other 16 % 16 % 20 % Toiletries, make-up, f ragrance 11 % 4% 14 % Video content 10 % 3% 8% Charity donation 6% 4% Source: Lightspeed Research 7Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  8. 8. Almost six out of ten (who have done some kind of mobile phone shopping) say they use their phone to research a product while in store. The under 55s are the most likely to do this. Proportion who use mobile to research products when in store 66 % 58 % 58 % 58 % 57 % 39 % Total Male Female 18 – 34 35 – 54 55 – 64 Source: Lightspeed Research The most common in-store mobile research activity is to visit price comparison sites, followed by visiting sites to read product reviews by other users. How products are researched on mobile when in store Visit price comparison sites 68 % Read product reviews by other users 49 % Check availability 42 % Visit the website of the product/company 37 % making the item Read product reviews by prof essionals 30 % Find out more about the product 27 % (ingredients, ethical reputation) Find out more about the retailer 17 % Other 3% Source: Lightspeed Research Base: Respondents who research on mobile when in store 8Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  9. 9. • Visiting price comparison sites is popular across age groups, as is checking availability, and visiting the manufacturers website. How products are researched on mobile when in store 18 – 34 35 – 54 55 – 64 68 % Visit price comparison sites 68 % 65 % 55 % Read product reviews by other users 47 % 37 % 42 % Check availability 41 % 43 % Visit the website of the product/company 37 % 37 % making the item 40 % 34 % Read product reviews by prof essionals 30 % 19 % Find out more about the product 32 % 24 % (ingredients, ethical reputation) 24 % 20 % Find out more about the retailer 17 % 11 % 2% Other 2% 6% Source: Lightspeed Research Base: Respondents who research on mobile when in store 9Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  10. 10. Convenience is the most cited reason for purchasing via mobile, either in general, or because the item was intended for the mobile. Reasons for making most recent mobile purchase on mobile rather than via computer/tablet or in store It was the most convenient method 51 % It was easier as the item was f or my mobile 31 % (e.g. app, ringtone, iBook) It was cheaper than elsewhere 13 % I really like shopping on my mobile 12 % Could not get to the store, or the store was 10 % closed I got an of f er to my phone to use if I bought 10 % in store I could only buy the item via mobile 9% I received a discount f or using my mobile 9% Other 4% Source: Lightspeed Research 10Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  11. 11. Websites are the most popular way to purchase via mobile, followed by apps. Preferred way to purchase via mobile 53 % 39 % 3% 4% Via a Website Via an App Via an SMS Other Source: Lightspeed Research • Websites are popular across all age groups, but apps are more popular with younger respondents. Preferred way to purchase via mobile 18 – 34 35 – 54 55 – 64 55 % 54 % 50 % 45 % 37 % 32 % 9% 4% 4% 3% 4% 2% Via a Website Via an App Via an SMS Other Source: Lightspeed Research 11Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  12. 12. PayPal is the preferred way to pay when shopping via mobile, followed by credit card. • Men are more likely than women to prefer to pay via credit card (36% vs. 27%). • 55-64 year olds are least likely to prefer to pay via PayPal (46% vs. 52%-54% of younger respondents). Preferred way to pay when purchasing via mobile 52 % 31 % 7% 4% 4% 1% PayPal Credit card Add to my Using a Other SMS charge mobile phone voucher/code bill Source: Lightspeed Research The majority are satisfied with their most recent mobile shopping experience - with little difference between age and gender groups. In fact just over one third (36%) say they were very satisfied with the experience. Satisfaction with most recent purchase experience via mobile 79 % 78 % 81 % 76 % 78 % 82 % 18 % 19 % 17 % 21 % 20 % 16 % 3% 3% 2% 3% 2% 3% Total Male Female 18 – 34 35 – 54 55 – 64 Source: Lightspeed Research 12Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  13. 13. For four in ten respondents (39%) a poor mobile purchasing experience would put them off using the same retailer again. Three in ten (31%) would use the same retailer, but would probably shop using another means. Would a poor mobile purchasing experience put you off using that 39 % retailer again? 31 % 20 % 9% 2% Yes No No, but I would Maybe Dont know probably shop with them some other way, and Source: Lightspeed Research not use my mobile For most respondents, ease and practicality of shopping via mobile or PC depends on the product or service being purchased (52%). However one in five (19%) say that a mobile is easier / more practical. Do you find making purchases via a mobile phone easier or more practical than using a laptop? 52 % 29 % 19 % Yes No Depends on the specif ic product or service Source: Lightspeed Research 13Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  14. 14. • 18-24s are the most likely to say that mobile purchasing is easier/more practical than using a laptop Do you find making purchases via a mobile phone easier or more practical than using a laptop? 18 – 34 35 – 54 55 – 64 55 % 55 % 45 % 34 % 31 % 27 % 24 % 18 % 11 % Yes No Depends on the specif ic Source: Lightspeed Research product or service Just over half say that their mobile is well suited to making purchases. For those that think otherwise. Size, security and speed are the key issues. Is your mobile phone well suited for making purchases? Yes 56 % No, because it is too small 18 % No, because it is less secure 14 % No, because it is too slow 13 % No, because it costs more in 10 % data/browsing No, because it has poor internet 9% connection Source: Lightspeed Research 14Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  15. 15. • Under 55s are the most likely to say their phone is suited to making purchases Is your mobile phone well suited for making purchases? 18 – 34 35 – 54 55 – 64 57 % Yes 61 % 40 % 16 % No, because it is too small 17 % 24 % 14 % No, because it is less secure 12 % 20 % 14 % No, because it is too slow 14 % 12 % No, because it costs more in 8% 9% data/browsing 18 % No, because it has poor internet 10 % 8% connection 10 % Source: Lightspeed Research 15Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  16. 16. Respondents are most likely to be interested in using their phone as a sat nav, followed by using it to pay for goods/services in a shop, and using it as an electronic ticket for public transport. Around one quarter would like to use their phone as an electronic key for their house or car. Which of the following would you like to be able to do with your mobile phone? Use it as Satellite navigation system 48 % Use it to pay f or goods and services in a shop 41 % Use it as an electronic ticket f or public 40 % transport Pay bills 38 % Use it as a passport / identity document f or 34 % travelling Use it to locate your f riends / f amily / children 34 % in real time Use it to monitor your home security system in 29 % real time Use it as an electronic key f or your house or 24 % car Use it to monitor my children at 17 % home/school/nursery when I am at work None of the above 12 % Source: Lightspeed Research 16Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  17. 17. • In general men are more interested in each of these functions than women. Which of the following would you like to be able to do with your mobile phone? Male Female Use it as Satellite navigation system 53 % 44 % Use it to pay f or goods and services in a shop 44 % 39 % Use it as an electronic ticket f or public 42 % transport 38 % Pay bills 39 % 38 % Use it as a passport / identity document f or 39 % travelling 29 % Use it to locate your f riends / f amily / children 36 % in real time 31 % Use it to monitor your home security system in 36 % real time 21 % Use it as an electronic key f or your house or 29 % car 19 % Use it to monitor my children at 15 % home/school/nursery when I am at work 18 % None of the above 10 % 14 % Source: Lightspeed Research 17Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  18. 18. • 55-64 year olds are the most likely to be interested in using their phone as a sat nav (53%) and as an electronic key for their house or car (31%). Which of the following would you like to be able to do with your mobile phone? 18 – 34 35 – 54 55 – 64 47 % Use it as Satellite navigation system 48 % 53 % 42 % Use it to pay f or goods and services in a shop 42 % 40 % Use it as an electronic ticket f or public 45 % 39 % transport 33 % 43 % Pay bills 37 % 31 % Use it as a passport / identity document f or 33 % 35 % travelling 35 % Use it to locate your f riends / f amily / children 34 % 33 % in real time 33 % Use it to monitor your home security system in 27 % 29 % real time 32 % Use it as an electronic key f or your house or 20 % 25 % car 31 % Use it to monitor my children at 20 % 17 % home/school/nursery when I am at work 8% 10 % None of the above 13 % 14 % Source: Lightspeed Research 18Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  19. 19. Respondents who did not want to use their phone to pay for goods/services in a shop were asked their reasons. Most (54%) say it would make people more likely to steal their phone, while just over one third dont trust the phone company with that amount of data (35%). Reasons people do not want to use mobile to pay for goods and services in a shop (via scanning it rather than using credit/debit card) It would make people more likely to steal 54 % my phone I don’t trust the phone company with that 35 % much data It would probably cost more to do this 24 % I don’t trust the phone company to bill me 20 % correctly It’s an invasion of privacy 20 % Source: Lightspeed Research Base: Respondents who do not wish to use their phone to pay for goods/services in a shop Although most respondents havent spent more than £39 on a single mobile purchase (66%), one in ten say they have spent £100 or more. This increases to 14% of men. Most ever spent on a single purchase via mobile Less than £20 46 % £20 - £39 20 % £40 - £59 13 % £60 - £79 6% £80 - £99 5% £100 or more 10 % Source: Lightspeed Research 19Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.
  20. 20. The jury is still out when it comes to the safety of mobile purchases vs. purchasing from a computer. Although a slight majority think mobile purchases are as safe (54%), 46% remain unconvinced. This increases to 64% of 55-64 year olds. Do you think purchasing via your mobile is as safe/secure as purchasing via a computer? Yes No 46 % 47 % 46 % 42 % 44 % 64 % 54 % 53 % 54 % 59 % 56 % 36 % Total Male Female 18 – 34 35 – 54 55 – 64 Source: Lightspeed Research For more information please contact: Ralph Risk, Marketing Director, EMEA T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901 rrisk@lightspeedresearch.com | www.lightspeedresearch.com 20Copyright © 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.

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