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Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
Mobile’s Varied Role in the Consumer Path to Purchase
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Mobile’s Varied Role in the Consumer Path to Purchase

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  • 1. Mobile Marketing AssociationMobile’s Varied Role in thePath to PurchaseDavid GillVP Research, NielsenMonica HoVP Marketing, xAd Inc
  • 2. Mobile Marketing AssociationYour PresentersDavid GillVice President, Mobile Mediaand MarketingNielsenMonica HoVice President, MarketingxAd, Inc.@hoindahizzy
  • 3. Mobile Marketing AssociationKey Findings
  • 4. Mobile Marketing AssociationQuestions We Were Looking To AddressWhere does Mobile sitin a consumers questfor information?Mobile’s role in relationto other media?Do behaviors differby device?Consumer motivationsfor usage?When and wheredo conversionstake place?What is the impact ofmobile advertising?
  • 5. Mobile Marketing AssociationHow Did We Gather The Findings?• This study combines online survey data from 2,000U.S. tablet and smartphone users, as well as actualobserved behaviors from Nielsen’s SmartphoneAnalytics Panel of 6,000 Apple and Android users –each group reporting they had engaged in activityrelated to the study category in the past 30 days.– Respondent totals are as follows (none of which are mutually exclusive):o Smartphone owners: 1,765o Tablet owners: 1,526o Gas/Convenience users: 1,038o Oil Changes/Lube Products: 124o Banking & Finance users: 1,242o Retail users: 1,889o Insurance Users: 994
  • 6. Mobile Marketing AssociationMobile Now Represents A SignificantPortion of Digital Time Spent
  • 7. Mobile Marketing AssociationMobile now reaches a significant segment ofonline Retail shoppers6289154Tablet*MobilePCNumber of Online Shoppers(millions)Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012*Tablet estimates are directional
  • 8. Mobile Marketing Association1/3 of online shopping time has shifted toMobilePC67%Mobile18%Tablet*15%Percent of Time Spent Shopping by Device(Includes consumers who do not have all three devices)Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012*Tablet estimates are directional
  • 9. Mobile Marketing AssociationThe Average Shopping Session on Mobile Lasts 4Minutes4.54.49.2Tablet*MobilePCAverage Shopping Session Length(minutes)Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012*Tablet estimates are directional
  • 10. Mobile Marketing AssociationThe Differences BetweenSmartphone and Tablet Usage
  • 11. Mobile Marketing AssociationSmartphone Usage is more Out of Home,While Tablets are At Home20%35% 32%51%59%82% 83% 83%77%65%60%47%37%16% 16% 15%GAS/CONVENIENCEBANKING&FINANCERETAILINSURANCEGAS/CONVENIENCEBANKING&FINANCERETAILINSURANCEOTHEROUTSIDE OF HOMEHOMEQuestion Used:CQ16A, CQ16B, CQ16C:, CQ16D Where were you when accessing thewebsite/app on your smartphone/tablet?SMARTPHONE TABLET
  • 12. Mobile Marketing AssociationMobile Is No LongerJust A Last Mile Media
  • 13. Mobile Marketing AssociationMobile Is Used Mostly At the Start of theShopping Process – with 1/3 of Users IndicatingThey Used Their Device Throughout64%44% 53% 50%14%11%16% 17%5%8%11% 9%17%37%21% 23%GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCEALL THE WAY THROUGH AT THE ENDIN THE MIDDLE AT THE STARTQuestions used: CQ39A/B/C/D: When visiting the <CATEGORY>, atwhat part of the research process did you use your <DEVICE>?
  • 14. Mobile Marketing AssociationGas & Convenience Shoppers Are Most Likely toUse Mobile at the Start of the Shopping ProcessAt The StartIn the MiddleAt the EndAll The WayThrough64% 50% 53% 44%14% 17% 16% 11%5% 9% 11% 8%17% 23% 21% 37%Insurance RetailBanking &FinanceGas &Convenience
  • 15. Mobile Marketing AssociationInsurance Shoppers Are Most Likely to UseMobile In the Middle of the Shopping ProcessAt The StartIn the MiddleAt the EndAll The WayThrough64% 50% 53% 44%14% 17% 16% 11%5% 9% 11% 8%17% 23% 21% 37%Insurance RetailBanking &FinanceGas &Convenience
  • 16. Mobile Marketing AssociationAt The StartIn the MiddleAt the EndAll The WayThrough14% 17% 16% 11%Retail Shoppers Are Most Likely to Use MobileAt the end of the Shopping Process64% 50% 53% 44%5% 9% 11% 8%17% 23% 21% 37%Insurance RetailBanking &FinanceGas &Convenience
  • 17. Mobile Marketing Association17% 23% 21% 37%At The StartIn the MiddleAt the EndAll The WayThrough5% 9% 11% 8%Banking & Finance Users Are Most Likely to UseMobile All the way through the Shopping Process14% 17% 16% 11%64% 50% 53% 44%Insurance RetailBanking &FinanceGas &Convenience
  • 18. Mobile Marketing AssociationMobile User NeedsAnd Intent Varies
  • 19. Mobile Marketing AssociationUser Needs and Intent Varies Based onWhat They Are Looking For24%11%49% 28%39%7%27%11%36%34%38%17%21%31%49%55%14%30%4%12%1% 8% 1% 2%GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCENot sure OtherJust Browsing Looking for Contact InfoLooking for Business to purchase from Researching Options
  • 20. Mobile Marketing AssociationTop Activities Performed When AccessingThe Mobile Device
  • 21. Mobile Marketing AssociationMobile Users Take ActionHowever Immediacy Varies
  • 22. Mobile Marketing Association60% of Mobile Users Were Looking ToConvert Within The Day35%45%18% 12%31% 10%14%6%24%12%27%7%7%7% 26%24%2%2%15%2%25%14%36%GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCENO IMMEDIATE NEED LONGER THAN WITHIN MONTHWITHIN MONTH WITHIN DAYWITHIN HOUR IMMEDIATELYQuestions used: CQ18A, CQ18B, CQ18C:, CQ18D Stillthinking of this most recent visit, how quickly were youlooking to make a purchase/transaction?
  • 23. Mobile Marketing AssociationBanking & Finance Users Are More Likely toHave the Most Urgent NeedsImmediatelyWithin The HourWithin The DayWithin TheMonth45% 35% 18% 12%10% 31% 14% 6%12% 24% 27% 7%7% 7% 26% 24%InsuranceRetailBanking &FinanceGas &Convenience
  • 24. Mobile Marketing AssociationImmediatelyWithin The HourWithin The DayWithin TheMonthGas & Convenience Users Are More Likely toConvert Within the Hour45% 35% 18% 12%10% 31% 14% 6%12% 24% 27% 7%7% 7% 26% 24%InsuranceRetailBanking &FinanceGas &Convenience
  • 25. Mobile Marketing AssociationImmediatelyWithin The HourWithin The DayWithin TheMonth10% 31% 14% 6%Retail Shoppers Are Most Likely to ConvertWithin The Day or Within the Month45% 35% 18% 12%12% 24% 27% 7%7% 7% 26% 24%InsuranceRetailBanking &FinanceGas &Convenience
  • 26. Mobile Marketing AssociationImmediatelyWithin The HourWithin The DayWithin TheMonth10% 31% 14% 6%Insurance Shoppers Are most likely to convertwithin a month from their mobile activity45% 35% 18% 12%12% 24% 27% 7%7% 7% 26% 24%InsuranceRetailBanking &FinanceGas &Convenience
  • 27. Mobile Marketing AssociationLocation & Promotions Criticalto Conversion• In fact, nearly 1 out of 3 smartphone usersand 1 out of 4 tablet users reference theirdevice specifically for contact informationsuch as a phone number, address or map anddriving directions.• The majority of consumers (60 percent)expected businesses to be within walking orlocal driving distance from their currentlocation.
  • 28. Mobile Marketing AssociationMobile Consumers Take Action with StrongPurchase Intent and ConversionsQuestion Used:CQ41A/B/C/D: Whenvisiting the <CATEGORY> on your<DEVICE>, how was the actual purchase60%Smartphone - 60% Convert53%Tablet – 53% Convert
  • 29. Mobile Marketing AssociationConversions Are Happening –On- and OfflineQuestion Used:CQ41A/B/C/D: Whenvisiting the <CATEGORY> on your<DEVICE>, how was the actual purchase
  • 30. Mobile Marketing AssociationKey Take Aways• Consumers are reaching for their mobile devices earlier andmore often for their shopping and purchasing needs.• Findings demonstrate that mobile marketing can not be takenas a “One Size Fits All” approach as usage varies not only bydevice – but by type of product / service need as well.• Mobile is one of the most powerful tools in the consumer’spath-to-purchase - knowing how to engage users by device isessential in unlocking it’s full potential.
  • 31. Mobile Marketing AssociationThank You.• For more information about this research please visitmobilepathtopurchase.comDavid GillVice President, Mobile Mediaand MarketingNielsenDavid.Gill@Nielsen.comMonica HoVice President, MarketingxAd, Inc.Monica.Ho@xAd.com@hoindahizzy

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