Google Mobile in Purchase Journey report
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Google Mobile in Purchase Journey report

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Google Mobile in Purchase Journey report Google Mobile in Purchase Journey report Presentation Transcript

  • MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW The impact of smartphone in the research and purchase process November 2013 Mayssa Chehab
  • BEHIND THE NUMBERS WHAT YOU'RE LOOKING FOR AND WHY IT MATTERS WHY CONDUCT THIS RESEARCH NOW? • Smartphones have become multifunctional tools, being accessed anytime and anywhere. People use their smartphones to make phone calls, to keep notes, to message…. But what about smartphone and shopping? WHAT IS THE RESEARCH ABOUT? • Mobile in Purchase Journey is a global research project commissioned by Google and conducted by TNS Infratest, aiming to quantify the role of smartphones in the consumer journey from research to purchase. • The research has been carried out across 37 countries and 4 product categories: travel, retail, technology and local and entertainment. WHAT ARE THE MAJOR LEARNINGS TO TAKE FROM THIS? usage is a growing trend in the research • Smartphone and purchase journey, being mainly used along with other devices. • The usage the smartphone in the shopping journey is driven by the context rather than the content. Indeed, smartphone is used all through the day and from the beginning of the journey, until just before the purchase. WHAT SHOULD MARKETERS DO NEXT? • Ensure your sites are optimized for all screens: mobile optimized sites are better for consumers and businesses. Find best multi-screen practices on www.google.com/think/multiscreen. • Use AdWords enhanced campaigns to reach consumers at the moments that matter across devices with more relevant ads: more iinfo on www.google.com/adwords/enhancedcampaigns. MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW SLIDE 2
  • WHAT WE FOUND 1 Smartphone research is an important tool in the purchase journey, despite the the diversity of usage growth across markets. 3 Smartphone research happens for all products, and even more for those which are digitally mature, like technology or travel related products. MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW 2 Smartphone usage in the shopping journey brings additional opportunities to online research, mainly via multi-screening. 4 Smartphone usage in the shopping journey is driven by the context, not by the content. The smartphone is used anywhere and anytime. In addition, regardless of the devices owned, purchasers look for the same information. SLIDE 3
  • 3 TYPES OF MARKETS WITH DIFFERENT DIGITAL DEVICES ADOPTION DYNAMICS SMARTPHONE AND PC PENETRATION PER MARKET Mature Markets Switzerland, Denmark, Sweden, USA, New Zealand, Norway Austria, Belgium, Finland, France, Germany, Netherlands, Italy, Ireland, Spain, Australia, UK, Canada High Potential Markets China, Honk Kong, Korea, Taiwan, Singapore, Thailand, India, Malaysia, Turkey, Brazil, Argentina, South Africa, Indonesia, Japan Mexico, Russia, Poland, Israel, UAE 82% 57% 53% Emerging Markets 73% 35% Very good digital infrastructure. Longstanding internet experience (strong desktop heritage). Very good digital infrastructure following a fast growth in digital devices adoption. Overall the access to digital infrastructure low but highly used by early adopters. Smartphone penetration PC category penetration (PC, Desktop, Laptop…) MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW Source: Connected Consumers 2013 Base: Total Population 49% SLIDE 4
  • MATURE & EMERGING MARKETS FOLLOWING THE PATH OF GROWING MARKETS? DIVERSIFIED BUT PROMISSING GROWTH OF THE SMARTPHONE USAGE IN THE SHOPPING PROCESS Internet users who research on smartphone in… Eg. Local & Entertainment products High Potential Markets 30% Have mobile as a dominant acquisition channel, positioned in the centre of the marketing strategy MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW Emerging Markets Mature Markets 16% 11% Grow smartphone equipment penetration to reach a larger user base Increase smartphone research opportunities by extending desktop sites to smartphones, creating an optimized research experience Smartphone and internet population penetration - Base: Total Population Research on smartphone: Touchpoints used in the research phase for local & entertainment products; Base: Purchasers in the last 12 months SLIDE 5
  • SMARTPHONE PROVIDES ADDITIONAL OPPORTUNITIES TO ONLINE RESEARCH, MAINLY VIA MULTI-SCREENING ONLINE RESEARCH: ON WHICH DEVICE DO SMARTPHONE USERS AND NON SMARTPHONE USERS RESEARCH INFORMATION PRIOR TO PURCHASE? (GLOBAL AVERAGE) Local & Entertain Travel Technology Retail Smartphone users 52% 85% 2% 35% 44% 29% 6% 28% MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW 55% 4% 28 64% Non smartphone users 24% 4% 21 Touchpoints used in the research phase Base: Purchasers in the last 12 months (Source: MPJ 2013) 43% SLIDE 6
  • SMARTPHONE RESEARCH HAPPENS ACROSS ALL PRODUCT CATEGORIES, SPECIFICALLY FOR DIGITALLY MATURE RELEVANT FOR SMARTPHONE THE DIGITAL MATURITY OF A VERTICAL IS ONES RESEARCH ADOPTION RATES (GLOBAL AVERAGE) Travel Desktop Research Technology Local & Entertain Retail Smartphone Research MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW Touchpoints used in the research phase Base: Purchasers in the last 12 months (Source: MPJ 2013) SLIDE 7
  • SMARTPHONE RESEARCH HAPPENS THE WHOLE DAY AND ALSO AT VARIOUS LOCATIONS WHERE AND WHEN DO SMARTPHONE USERS USE THEIR SMARTPHONE FOR SHOPPING PURPOSES? (GLOBAL AVERAGE, ALL PRODUCT CATEGORIES) 56% Home 19% At store 23% Public transport 27% OPEN On the go 25% 20% 15% 10% 5% 0% In bed at morning Early morning Morning commute Late morning MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW During lunch Early afternoon Late afternoon Early evening Evening commute When do you usually shop or search for shopping information on your smartphone? Base: Purchasers in the last 12 months who use a smartphone / Global average (Source: MPJ 2013; OMP 2013) During dinner Late evening SLIDE 8 In bed before sleep 8
  • SMARTPHONE IS USED FROM THE BEGINNING OF THE JOURNEY TO JUST BEFORE THE PURCHASE AT WHICH STAGE OF THE RESEARCH PROCESS DO SMARTPHONE SEARCHERS USE THEIR SMARTPHONE? (GLOBAL AVERAGE, ALL PRODUCT CATEGORIES) At the beginning of the research phase 42% 71% In the middle of the research phase 19% Immediately before purchase MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW When did you use the information sources listed below? Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least for one product for their last purchase SLIDE 9
  • SMARTPHONE USERS ARE YOUNGER, MORE EDUCATED AND HAVE A HIGHER LEVEL OF PURCHASE THAN NON SMARTPHONE USERS Non smartphone users Smartphone users AGE GENDER 55+ yo. 54% 35-54 yo. 18-34 yo. 54% EDUCATION Medium /Low High 63% 37% AGE GENDER 11% 38% MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW 32% 35-54 yo. 51% LEVEL OF PURCHASE IN THE PAST 12 MONTH (eg. Travel Products) 59% 55+ yo. 49% 18-34 yo. 51% EDUCATION Medium /Low High to be completed 77% 23% 38% 30% LEVEL OF PURCHASE IN THE PAST 12 MONTH (eg. Travel Products) 48% SLIDE 10 10
  • SMARTPHONE AND NON SMARTPHONE USERS HAVE THE SAME ONLINE RESEARCH PATTERNS WHAT TYPE OF ONLINE SOURCES DID THEY CONSULT DURING THEIR RESEARCH PHASE? (GLOBAL AVERAGE) Local & Entertain Travel Technology Retail COMPARISON WEBSITES LOCATION SEARCH SEARCH ENGINES WEBSITES REVIEWS,BLOGS… SOCIAL NETWORKS 0% Smartphone users (average all devices) MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW 100% 0% 100% 0% 100% Non smartphone users (on desktop/tablet) On which device(s) did you access the internet to [web search]? Base: Product purchasers in the last 12 months who use (don t) a smartphone and who performed mobile respectively online search at least for one product for their last purchase SLIDE 11 0% 100%
  • BUT SOME DIFFERENCES RELY AMONGST PRODUCTS CATEGORIES WHAT TYPE OF ONLINE SOURCES DID THEY CONSULT DURING THEIR RESEARCH PHASE? (GLOBAL AVERAGE) Travel products purchasers do research more on search engines and websites Comparison websites are more consulted by Travel and Technology products purchasers Local & Entertain Travel Technology Retail COMPARISON WEBSITES LOCATION SEARCH SEARCH ENGINES Social Networks are more consulted by Local & Entertain. product purchasers WEBSITES REVIEWS,BLOGS… SOCIAL NETWORKS 0% Smartphone users (average all devices) MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW 100% 0% 100% 0% 100% Non smartphone users (on desktop/tablet) On which device(s) did you access the internet to [web search]? Base: Product purchasers in the last 12 months who use (don t) a smartphone and who performed mobile respectively online search at least for one product for their last purchase SLIDE 12 0% 100%
  • Appendix MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW SLIDE 13
  • METHODOLOGY • WE INTERVIEWED 1,000 1,000 smartphone users Non- smartphone users • IN EACH OF THE • 37 COUNTRIES ABOUT THEIR RESEARCH AND PURCHASE BEHAVIOR PRIOR TO THEIR LAST PURCHASE • MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW OF 4 DIFFERENT VERTICALS SLIDE 14 14