2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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%
12. 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%
14. 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
