Comscore : Mobile Retail Advisor

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  • 1. Mobile Retail AdvisorHandheld Shopping: How Mobile is Changing the Retail EnvironmentDec 7, 2011
  • 2. Agenda for Webinar on Dec 7, 2011Overall Mobile TrendsUnderstanding the Mobile Shopper The Who and What of Mobile Shopping  Focusing on the Smartphone Audience  Shopping ActivitiesPurchasing using the Smartphone  Reasons for Purchasing  LocationTargeting the Smartphone Audience for Retail  Social Networking, QR Codes and SMS AdsGrowing Hot Topic  Use of Mobile Coupons  Daily Deal and Flash Sale Site Visitation via Mobile vs via PC © comScore, Inc. Proprietary. 2
  • 3. What’s happening in the mobile market? © comScore, Inc. Proprietary. 3
  • 4. Mobile Media UsageMore than half of US mobile phone owners browse the mobile internet, useapplications or download content (Mobile Media Users) US Mobile Audience: 234 Million The Mobile Audience who is using Just Voice has declined 15% YoY Mobile Media usage has grown 19% YoY September 2010 September 2011 Just Just Voice Voice 29% Mobile 24% Media Mobile 42% Media 51% SMS SMS 25% 29%Mobile Media User = Used browser, application, native email,stream or download music and broadcast or on demand video(does not include SMS) © comScore, Inc. Proprietary. 4 Source: MobiLens, 3 months average ending September 2011
  • 5. Smartphone OS Share Android has a clear lead in the Smartphone market share in the US and it continues to grow US Smartphone Audience: 87.4 Million Share of US Smartphone Install base by OS 90,000 80,000 % YoY Growth 70,000 Total Smartphone + 11% 39,142 60,000 Google + 212%Total Audience (000) 50,000 12,550 Apple + 68% 40,000 14,237 23,957 RIM - 25% 30,000 Microsoft - 17% 20,000 21,876 Symbian - 7% 16,504 10,000 Palm - 45% 5,839 4,872 0 © comScore, Inc. Proprietary. 5 Source: MobiLens, 3 months average ending September 2011
  • 6. Web/App Ads: Recall seeing ads29% of the audience who use app or browser recall seeing ads Web/App Ads: Recall seeing ads 12% 9% 8% Almost every At least once Once to three day each week times throughout the month App or Browser User Source: MobiLens, 3 months average ending September 2011 © comScore, Inc. Proprietary. 6 Ad Metrix Mobile, September 2011
  • 7. Visitation by Access Method Browser is currently the most used method to access retail and shopping guide content  As mentioned, consumers use app and browser similarly with over 40% using each access method.  Retail and Shopping Guide access highly indexes to Browser pointing to the need for MORE APPS. Online Retail Category Access Shopping Guide Category 16,000 Access +61% 4% 5% 12,000 8%Mobile Audience(000) 11% 49% 8,000 +109% 15% 4,000 +21% 20% 0 Browser Only App Only SMS Only Browser and SMS App and Browser App and SMS Via Browser Via Application Via SMS ALL Access Methods © comScore, Inc. Proprietary. 7 Source: MobiLens, 3 months average ending September 2011
  • 8. Understanding the mobile shopper The Who and What of mobile shopping? © comScore, Inc. Proprietary. 8
  • 9. Mobile ShoppingSlightly less than half of all mobile phone consumers engaged in shopping activitieson their mobile device Shopping Activities via Mobile Phone 46% 54% Performed Shopping Activities Have NOT Performed Shopping Activities © comScore, Inc. Proprietary. 9 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 10. Mobile Phone Usage for Shopping ActivitiesThe FOCUS should be on the ever-growing smartphone platform as two-thirds of thisaudience use their device for shopping activities Mobile Phone Usage for Shopping Activities 29% 67% 71% 33% Smartphone Owners Not Smartphone Owners Performed Shopping Activities Have NOT Performed Shopping Activities The mobile retail study from this point on will ONLY focus on Smartphones owners © comScore, Inc. Proprietary. 10 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 11. Mobile Shopping ActivitiesEven for Smartphone owners who have highly capable devices, taking a picture of aproduct is the most popular shopping activity, followed by searching for a nearby store BASIC Mobile Shopping Activities SOPHISTICATED Mobile Shopping Activities Shopping Activities Took a picture of a product 37% Searched for a nearby store 32% Searched for coupons 31% Researched product and/or price details 30% Texted or called friends or family about a product you are 29% considering for purchase Looked up product and price information for a specific store 28% Sent a picture of a product to friends or family 27% Created a shopping list 27% Found or redeemed a coupon/coupon code 26% Scanned a barcode to compare prices btwn a few different 26% stores/websites Read customer ratings or reviews for an item 24% Compared product and price info btwn a few different 24% stores/websites Shared product recommendations 18% Checked a store`s inventory for an item`s availability 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% © comScore, Inc. Proprietary. 11 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 12. Demos for Basic vs Sophisticated Smartphone ShoppersSophisticated Smartphone Shoppers skew towards being males and the younger agebrackets, opposite to Basic Mobile Shoppers, but mirror the income breakouts BASIC: 11% of Smartphone Shoppers SOPHISTICATED: 89% of Smartphone Shoppers 59% 36% 64% 41% Male Female Male Female Sophisticated Users are 2.5x3% 19% 14% 29% 31% 4% more likely to be 6% 48% 17% 16% 11% 2% ages 25-34 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ No major differences for income– Smartphone owners already index to higher income levels © comScore, Inc. Proprietary. 12 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 13. Purchasing Using the Smartphone © comScore, Inc. Proprietary. 13
  • 14. Purchasing on a SmartphoneTwo-fifths of the smartphone audience has made a purchase using their mobile phone Q. Have you ever made a purchase on your mobile phone? Total Smartphone Audience 38% 62% Yes No © comScore, Inc. Proprietary. 14 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 15. Likelihood to Purchase in FutureAll smartphone consumers who have purchased previously using their mobile phoneare likely to purchase again in the future Q. How likely would you be to use your smartphone to make purchases in the future? 16% Key potential target 73% 64% 26% 20% 0% Previously Purchased Never made a purchase Not Likely Neutral Likely © comScore, Inc. Proprietary. 15 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 16. Reasons for Not PurchasingSecurity is the leading reason for not purchasing on a smartphone– Retailers shouldtake extra precautions while also educating consumers on the security Reasons for Not Purchasing I am concerned about security on my phone 32% I prefer to make purchases in person 28% The screen on my phone is too small 24% I find it confusing to use my mobile phone to make 12% purchases I think I can get cheaper prices in the store or through my Easy to navigate sites 8% computer compared to my mobile phone and apps needed I don`t know how to use my mobile phone to make 7% purchases I do not have a data plan 4% My phone does not have Internet capabilities 3% Other 5% © comScore, Inc. Proprietary. 16 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 17. Reasons for PurchasingOn-the-go convenience is a key highlight and unique characteristic for smartphonedevices. It should be further enhanced to encourage more mobile consumers to purchase Reason for purchasing on a smartphone instead of online or in-person70% 63%60% 52%50% 48% 41%40%30%20%10%0% On-the-go convenience Available special Easy to compare prices and Product is not available in the offers/coupons find the best deal store © comScore, Inc. Proprietary. 17 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 18. Location When PurchasingSimilar to shopping, consumers purchase on their smartphone the most at home. However,a third also purchased in store which can target those who prefer to see a product in person Location When Purchasing Location when purchasing indexed to shopping Home 56% 74 Out other places 42% 217 (i.e., park, school, restaurant, etc.) Work 42% 119 Traveling (i.e., in a car, on the subway, in a cab) 37% 94 In Store 36% 53 Index: 100 is parity © comScore, Inc. Proprietary. 18 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 19. Targeting the Smartphone Audience for Retail Social Networking, QR Codes and SMS Ad © comScore, Inc. Proprietary. 19
  • 20. Social Networking Almost two-thirds of Smartphone owners access social networking sites, and of those, more than one-third read posts from organizations/brands Social Networking Activities Accessed Social Networking Sites 65% 63% Read posts from people 54% known personally 60% Posted status update 47%% of Smartphone Audience) Followed posted link to 37% 55% Of the website 63%... Read posts from 37% organizations/brands/events 51% 50% Read posts from public 30% figures/celebrities 45% Posted link to website 24% Received coupon/offer/deal 24% 40% Q1-10 Q2-10 Q3-10 Q4-10 Q1-11 Q2-11 Q3-11 Clicked on advertisement 19% © comScore, Inc. Proprietary. 20 Source: MobiLens, 3 months average ending September 2011
  • 21. QR Code UsageOver 16 Million smartphone owners scan QR Codes. It is great evidence that mobiledevices are opening doors to new integrated marketing 19% of Smartphone owners scanned QR CodesWhat is a QR code?A two-dimensional barcode, 60% Source of QR code scannedwhich has encoded in it a 52%URL, text, or information 50%alike that is read by QR 42% % of QR Code Usersscanner Smartphone apps- 40%allowing instant connectivityto online features. 30% 26% 26% 20% 13% 12% 9% 10% 0% Printed Product Website Poster TV magazine packaging on PC or flyer or Business Storefront or kiosk card or newspaper brochure Smartphone Audience who Scanned QR Codes © comScore, Inc. Proprietary. 21 Source: MobiLens, 3 months average ending September 2011
  • 22. SMS AdsAlthough mobile media is on the rise, SMS is still a popular access method for mobilewith more than a third of Smartphone owners receiving SMS ads # of SMS Ads Received in a Month 6% 6% 24% Smartphone Audience 1 to 5 6 to 10 More than 10 Coupon or discount 51% Contest 44% From those who received SMS Ads, 24% Of the Info about 43% product/service/brand responded 24% Donation to charity/non- profit 19% 0% 20% 40% 60% % of Smartphone Audience who Responded © comScore, Inc. Proprietary. 22 Source: MobiLens, 3 months average ending September 2011
  • 23. Growing Hot Topic: Mobile Coupons Daily Deals and Flash Sale Sites © comScore, Inc. Proprietary. 23
  • 24. Use of Mobile CouponingNearly two-in-five smartphone consumers has used mobile couponing on their mobilephone with an additional 40% interested in the future Use of location-based couponing services on mobile phone Yes, used location-based 20% couponing 37% 79% Potential No, have not used in the past but Reach for Mobile would be interested in doing so in Couponing the future No, have not used in the past and would not be interested in doing so in the future 42% © comScore, Inc. Proprietary. 24 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 25. Impact of Mobile CouponsAn overwhelming majority of smartphone consumers would be swayed to a store witha coupon Q.Would you choose one store over another (assuming they were in the same location, such as in a mall) if you received an location-based coupon for a similar product from one of the stores? 90% 80% 77% 70% 60% 50% 40% 30% 23% 20% 10% 0% Yes No © comScore, Inc. Proprietary. 25 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 26. Growing Hot Topic: Mobile Coupons Daily Deals and Flash Sale Sites © comScore, Inc. Proprietary. 26
  • 27. Daily Deal and Flash Sale Site VisitationApproximately two-in-five smartphone consumers subscribe or visit daily deal / flashsale sites on mobile and over three-in-five do so on PC Daily deal sites provide a single ‘deal of the day,’ localized by geographic regions. Flash sales sites are a time-limited offer of high discounts. The offers are ‘abrupt’ and last for a brief time. Currently Subscribe to or Visit Daily Deal/Flash Sites 80% 63% 60% 44% 40% 20% 0% On Mobile Phone On Personal Computer /Laptopr 96% of consumers who subscribe/visit at least one site on mobile also subscribed on PC © comScore, Inc. Proprietary. 27 Source: Custom Mobile Retail Advisor Survey Sept ‘11
  • 28. Key Take Aways Strong appetite for mobile shopping – Mobile phones used in shopping process by 46% of phone owners – Nearly 60M smartphone mobile shoppers (2/3rd of smartphone owners) More people shop than purchase with mobile phone – 38% of smartphone owners have made a purchase – But vast majority who haven’t purchased with phone are open to it Mobile couponing and deals will find large audience – 79% of smartphone owners have used/interested in using – ¾ prefer mobile to paper coupons Flash Sales and Daily Deal sites also have strong mobile audience – Higher penetration on PC (63%) to mobile (44%) – Classic Web incumbents strong in mobile © comScore, Inc. Proprietary. 28
  • 29. Do You Want to Know More? This webinar provided a slice of data from comScore’s new Mobile Retail Advisor product – Q3 2011 FULL DECK will provide more details: - More on Mobile Shopping (Where & Why) - The Non Mobile Shopper & Why - More on Mobile Purchasing (Spend, Payment, Categories) - More on Targeting the Smartphone Audience, Mobile Coupons and Daily Deals - Examples of Successful Apps and Mobile Sites Available by subscription and delivered twice each year For more info please contact Ralph Mango: rmango@comscore.com THANK YOU! © comScore, Inc. Proprietary. 29