2. 2013 2014 2015
23%
33%
38%
2013 2014 2015
73%
25%
58%
35%
36%
53%
Consumer behavior on mobiles varies
widely in different situations, so marketers
must understand how to shape the shopping
experience to maximize the chance of a sale
at a time and place where consumers are.
The ways consumers use mobile phones to
shop for goods and interact with brands are
heavily influenced by where they are and the
immediacy of their needs. Marketers must
understand these different kinds of behavior if
they are to boost their chances of
converting a sale.
Smartphones are used more frequently.
Smartphones are used more frequently on the
move than at home, with 64% of mobile use
happening while out and about compared to
36% in people’s homes, according to new
research from xAd. Consumers are becoming
used to the quick, easy, and relevant access to
content that smartphones provide. So, even if
they have a computer nearby, it is often more
convenient to look up purchase details on a
smartphone that provides fast results tailored
to their exact location.
Mobile is the consumers’ preferred choice.
Mobile phones are also now consumers’
preferred choice of device for researching
products, overtaking laptops for the first time.
Ahead of making a purchase, more than half
(53%) of consumers say their mobile is the
most important device for research, up from
25% two years ago. Reliance on computers
has fallen in line with this, with 76% of
consumers citing their desktop as critical to
decision making in 2013 compared to only 34%
today. The research indicates that, when
searching on mobile consumers are more likely
to be at the beginning of their purchase
journey, and still open to exploring.
The number of people looking to make a purchase
within an hour of research on mobile
Consumers
preferred
choice of
device for
research
Computer
Mobile
CONSUMER BEHAVIOR
on mobile
3. Consumers that are shopping are looking to
do their research and go into a store
equipped with knowledge, ready to make a
purchase. However, price comparison is
typically conducted in-store. Therefore, mobile
ads aiming to reach consumers should be
focused on raising brand awareness and
providing as many relevant product details as
possible for this information gathering stage as
well as available discounts.
Consumer intent also differs depending
on the location of the user and this can
be a strong indicator of consumers’ mind-set
on the path to purchase.
Purchase On Mobile Devices
A third of consumers just browse when at
home, with 33% looking to make a purchase
a week or more ahead. When on the move,
however, one in five are looking for a
specific web address and 42% plan to make
a purchase within the hour. The number
of people looking to make an immediate
purchase has grown 56% compared to 2014,
which shows a massive shift in behavior.
In general, consumers are looking to do
different things with their mobile devices
depending on where they are. While at home,
consumers have more time to browse and
really consider their purchase. Therefore they
are doing more general research, making plans
and comparing product options. While on the
go, they are turning to their devices for quick
answers and information, including businesses
from which to purchase from. While they may
still be doing research when out and about,
including visiting businesses to consider
products, their mobile activities imply a greater
intent to purchase as they are generally closer
to actually completing a transaction.
56% 21% 23%
Despite
using a
smartphone for
research while in
store, the majority of
consumers complete
their purchase
in-store
WITHIN
THE
HOUR
21%
LONGER
THANA
MONTH
15% WITHIN
THE
WEEK
38%
WITHIN
THE
MONTH
15%
How purchase was completed after
researching on a mobile in-store
When researching a car, on mobile, how quickly
do you plan to make a purchase?
In Person
at Store
Online
via Mobile
Online
via PC
HOW CONSUMERS
shop on mobile
4. Physical stores are again becoming an
important part of the research journey, as
51% of consumers visited a bricks-and mortar
retailer as part of the process, up from 36% in
2014. The number of consumers completing
their purchase in-store is also increasing, up
13% to 36% in 2015.
Store Location And Consumers as
younger consumers also expect to travel
less to complete their purchase with 63%
of under 35s expecting the location to be
within five miles, compared to 49% of 35-
to 54-yearolds. Nearly half (45%) of people
aged over 55 don’t have any expectation
of distance.
Purchase After Research
While retailers fear that consumers are
increasingly ‘showrooming’ – researching
in-store before buying online – the
research finds that 56% of people actually
complete the purchase at the store,
compared to 21% who do so on a mobile
device and 19% who choose a PC.
Consumers are also making up their mind
more quickly for big-ticket items. The research
finds that 21% of people researching cars on
their mobile are looking to make a purchase
within the hour. Almost two fifths (38%) plan to
do so within a week and 15% within a month. It
is natural therefore that the more immediate
the need, the closer consumers expect a
business to be located to them when
purchasing offline. Two thirds (66%) of
consumers wanting to make a purchase within
the hour expect the business to be within five
miles.
of consumers
who want to
make a purchase
within one hour
expect the
business to be
Young
consumers
expect to
travel less
to make a
purchase
WITHIN FIVE
MILES
AGE 18-34
<5 MILES
AGE 35-54
<5 MILES
63% 49%
66%
PHYSICAL STORES
the mobile equation
5. Planet Free Wifi is committed to the security of your network,
the data, and the privacy of Free Wi-Fi Users.
Planet Free Wifi Cloud-Based Networks are connected through a Virtual Private Network
(VPN) tunnel that requires User device authentication and User verification via a unique token sent
via SMS to the User. The Planet Free Wifi authentication server does not allow access until the
token code is associated with the User device that requested it. Upon correct authentication, the
User access is logged and transferred to a cloud-based ad server secured by 256 Bit Encryption
Secure Socket Layer (SSL).
VPN
SECURITY
device and data
6. WAN Interface
• Planet Free Wifi hardware device is connected
to the Internet through the WAN interface.
• The WAN interface is protected by a robust
firewall.
• All unused/unwanted ports are blocked on the
WAN interface.
• Through the WAN interface, the Planet Free
Wifi device communicates with the Planet Free
Wifi servers and through a 256-bit secure SSL
connection.
LAN Interface
• LAN port is for troubleshooting and doing
maintenance on the device.
• LAN is protected by firewall.
• SSH is enabled on a secret port for
maintenance procedures.
• Telnet is disabled.
• There is no Web Interface to access the device.
Planet Free Wifi Servers
• All communication to and from the Planet Free
Wifi server is encrypted by 256-bit SSL
connection.
• Planet Free Wifi servers provide authentication
and ad serving to the Free WiFi Users.
Free Wifi User
• The free wifi users connect through the Wifi interface and hence they are using a VLAN that is isolated
from all other network interfaces.
• Free WiFi Users are authenticated by Planet Free WIfi Authentication server.
• After authentication, the Planet Free Wifi device brokers all communications between the Free WiFi
Users and the internet, and Planet Free Wifi Ad server interactions.
Wifi Interface
• Free WiFi users can connect to the access
point through the WiFi interface.
• Internally a new tunnel / Virtual LAN is created
over the wireless which isolates the WiFi
interface from all other networks like LAN and
WAN. This tunnel interface sends and receives
packets over secure IPsec protocol.
• This secure tunnel is used for the WiFi
interface. A DHCP server within the Planet Free
WiFi device provides IP addresses to the Free
WiFi Users.
• All unused/unwanted ports are blocked on the
WiFi interface.
MAPPED OUT
the system
VLAN
PLANET FREE
WIFI DEVICE
FREE
WIFI
USER
FREE
WIFI
USER
FREE
WIFI
USER
PLANET FREE WIFI
AD SERVERS
W
A
N
LANWIFI
WIFI
W
IFI
MAINTENANCE
This diagram shows an overview of the entire system and data flow between each
component. Each component, and its security aspect are explained in deatil in the
following sections.
