CONSUMER ADOPTIONOF CONNECTED DEVICES AND IMPACTON MEDIA PLANNINGHOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS?
THE PROLIFERATION OFMOBILE CONNECTEDDEVICES IS CHANGINGTHE WAY CONSUMERSACCESS MEDIA, SEARCHFOR INFORMATIONAND SHOP.Understanding how these devices are being used, how they complement each otherand how they fit into the decision-making process can help marketers connect withtheir audiences at the right time and place.In the UK, smartphone penetration was 53% in supplementing or even replacing time spent withJanuary 2012, among the highest in the world. Tablet traditional forms of media with these new devices.penetration was 10% 1 and is increasing steadily. InMobi and MobExt conducted a research study withConsumers are spending increasing amounts of the goal of uncovering the different use cases acrosstime on these mobile connected devices, and this is these devices and understanding how marketers andchanging their behaviour throughout the shopping media planners can leverage this knowledge to betterand purchase process as they continuously find reach audiences and gain insight into the role thesenew ways to interact with brands and shop on their different devices play in the consumer pathdifferent devices. Most of these consumers are to purchase.
CONSUMER ADOPTION OF CONNECTED DEVICES AND IMPACT ON MEDIA PLANNINGHOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS? video across mobile, online, and TV has grown consistentlyINTRODUCTION: over the past 3 years. However, while the number of mobileMOBEXT AND INMOBI STUDY video users increased by over a third, broadcast viewing increased less significantly, and wired cable viewing actuallyIn early 2012 InMobi, the largest independent mobile ad decreased. 2 Understanding these shifts is vital to reachnetwork, partnered with Mobext, the mobile marketing audiences at the right time and in the right place.network of Havas Digital, to conduct a study to betterunderstand how consumers are using mobile connected During this study we discovered that tablet and smartphonedevices and how they fit into the decision-making process. users access media content on any device most frequently. This time is split into several sessions throughout the day;The study examines the use cases for 3 different devices: these are “snack” sessions rather than large blocks of time.tablets, smartphones, and personal computers, to gain insighton how they complement each other and when, where, and Tablet User Profilewhy they are each used. Tablet users are always connected and consume media throughout the day on different devices. They spend the mostThe survey was conducted on-device and includes over 9,400 time on digital devices each day: a fifth of them spend 1-2respondents in 7 markets, recruited through InMobi’s global hours each day just accessing media content on their device.mobile ad network and including a full range of smartphonesand tablets across all major mobile OS platforms. In the Access Media Content on Device Several Times a DayUK there was a sample of 664 respondents, including over 58% TABLET USERS230 tablet users, over 300 smartphone users, and over 120personal computer users. 56% SMARTPHONE USERS LAPTOP/ 41% DESKTOP USERSDEVICE USAGE Source: InMobi/Mobext, n=664 (UK)Examining usage patterns of mobile connected devices and Tablet users agree that their devices are the easiest way totheir impact on the overall device landscape can uncover access media content and fill dead time. They also use theirchanges in the way consumers access media and the tablets while consuming other media content; over 7 in 10implications for marketers. regularly use their tablets while watching TV.With constant access to always-on mobile devices, consumers Tablets are used most often in the home. Usage peaksare accessing media content now more than ever. The ways between 6p.m. and midnight, while its much more variedthey access and use different devices, however, can vary for other devices. Tablet owners tend to be uncomfortablesignificantly. The number of users and time spent viewing 2
CONSUMER ADOPTION OF CONNECTED DEVICES AND IMPACT ON MEDIA PLANNINGHOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS? During a Typical Day, LAPTOP/DESKTOP SMARTPHONE TABLET at What Times Do You Usually Use Your Device?70%60%50%40%30%20%10% 0% 6AM–8:59AM 9AM–11:59AM 12PM–2:59PM 3PM–5:59PM 6PM–8:59PM 9PM–11:59PM 12AM–2:59AM 3AM–5:59AM Source: InMobi/Mobext, n=664 (UK)with showing off their devices in public, with less than 10% leveraged for planning purchases. Most purchasing, however,claiming they like to be seen in public with their tablet. happens in the home, and tablets and laptops are preferred for conducting the actual transaction; almost 3 quarters of tablet users make a purchase on their device in theDECISION MAKING PROCESS average month.Beyond everyday mobile activities such as communication Purchase Location, Tablet Usersand entertainment, larger screen sizes on tablets allow for anexpanded range of activities. Banking and shopping, which 63% AT HOMEtend to be more visual in nature and require a more involved 33% OUT OF HOMEthought process, are popular among tablet users. 29% WORK/COLLEGEPreferred Device for Shopping, Tablet UsersSource: InMobi/Mobext, n=664 (UK) Source: InMobi/Mobext n=236 (UK tablet users) Post-purchase, double the proportion of respondents share opinions on a brand or product through smartphones (18%) 46% 41% 9%PREFER TABLETS PREFER PREFER than through tablets. This is reflective of the truly instant LAPTOP/DESKTOP SMARTPHONE access smartphones provide, which allows users to share brand experiences as they happen.What roles do different devices play in the purchase process?Smartphones make it easy for users to research purchaseson the go and engage with brands, and these devices are 3
CONSUMER ADOPTION OF CONNECTED DEVICES AND IMPACT ON MEDIA PLANNINGHOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS? Planners should seek opportunities to measure the connectedIMPLICATIONS FOR device path to purchase and use this for device attributionMEDIA PLANNERS weighting. These devices also provide the opportunity for planners to use location data to develop contextually awarePlanners can optimize campaigns by strategically choosing the campaigns over time. And while tablets are mostly used atchannels that most align with their campaign goals, whether home, larger screen sizes, apps, and unique features suchthis is building awareness, communicating more detailed as accelerometers provide far richer and more innovativeinformation, or delivering on performance goals. engagement experiences; be sure to exploit this.Mobile connected devices must not be seen as providing just The larger size of tablets tends to encourage more sharinganother digital channel for consumers. Planners can take within the family, while small form devices such asadvantage of their unique roles in the consumer decision- smartphones lend themselves to more personal usage. Thismaking process to create a holistic advertising strategy with has implications for advertisers. Advertising big-ticket itemsmultiple integrated channels, each contributing specialized such as cars and holidays are usually joint decisions; tabletscapabilities and complementing other media to deliver can be a great way to reach multiple decision makers inincreased response and engagement levels. a household through ads and social media. Shared usage behaviour may change as tablet prices fall, but for now tablets deliver an avenue to the shared decision making process. Awareness | reach consumers on smartphones and tablets, as they browse throughout the day and find Dual Screening new products Planners can amplify offline with tablets for dual screening, or smartphones for print. According to Nielsen, dual screened Research | smartphones are used for finding more display really works to amplify brand awareness. They information and engaging in dialogue with a brand. mark tablets and TV in concert as 1.7 times more effective Use this channel to provide more detailed product information and communicate brand messaging at driving brand recall than TV advertising alone. Challenge planning and buying communities to collaborate together and sync their spot and content placements, including TV, Shop | smartphones are used to consult with peers, plan purchases, and make decisions; engage consumers digital, and mobile, to capitalize on the dual screen targeting here to be part of the decision making process opportunity - and see campaign effectiveness metrics dramatically improve. Buy | tablets and personal computers are the preferred devices for actually making purchases. Target tablet users in the evening, when usage is highest and high value lean-back browsing occurs 4
CONSUMER ADOPTION OF CONNECTED DEVICES AND IMPACT ON MEDIA PLANNINGHOW ARE CONNECTED DEVICES INFLUENCING PURCHASE DECISIONS?CONCLUSIONWe’ve approached the point where the new retail imperativedemands that brands have a mobile commerce featureenabled for customers using connected devices. Thesecustomers, we can demonstrate, are not simply on-the-go andsearching for their favourite brands on their devices. They arealso doing this at home. We know that people love to browseand increasingly shop through their tablets. The tablet shouldtherefore be perceived as an extension of your high-streetand online shop windows, and be ready for trade. Mobiledisplay media, paid and organic mobile search, and of courseabove the line TV prompts in the home will all bring expectantcustomers to your shop door. Your client’s customers arealready searching for their favourite retail brands onsmartphones and tablets - just look into the available webanalytics - are your clients ready?1 comScore Mobilens, January 20122 Nielsen Cross Platform Report Q3 2011 CONTACT US Mobext Kieran Bourke Head of Mobile, Mobext UK firstname.lastname@example.org www.mobext.com InMobi John Stoneman Sales Director, Europe email@example.com www.inmobi.com 5