The role of mobile in US consumer's omni-channel path to purchase

The role of mobile in US consumer’s
omni-channel path to purchase
Mapping the US shopper’s
mobile path to purchase

• In 2014, 29% of US consumers said smartphones were the most important shopping tool up from
23% in 2013.
• 42% of consumers consider a mobile device as the most important resource for a purchase
decision just behind laptops and desktops at 43%.
• 60% of US consumers claim to have used only their smartphones when deciding which restaurant
to visit.
• 40% of US consumers claim to have used only smartphones when deciding on their choice of
entertainment.35% of US consumers say they used only smartphones when deciding on which
car to buy.
• 68% of US consumers conduct pre-purchase research on their smartphones at some point in their
purchase journey.
• Among US consumers who research on their smartphones, 37% make the final purchase in a
store followed by 35% who make the final purchase on their smartphones.
• 67% of US consumers conduct pre-purchase research on their tablets at some point in their
purchase journey.
• Among consumers who use tablets for research, 41% end up making the final purchase on
tablets, 33% make the final purchase in store, and 32% use the laptop to make the final purchase.
• 74% of US consumers conduct pre-purchase research on their laptops at some point in their
purchase journey.
Key Findings

• Among consumers who use laptops for research, 52% make the final purchase on laptops
followed by 37% who make the final purchase in store and 21% use their tablets to make the final
purchase.
• 60% of US shoppers conducted research in stores.
• Among the store researchers, 57% end up buying from the store compared to 29% who buy from
their laptops.
• 53% of US smartphone using shoppers accessed the device when inside their homes in 2014 up
from 32% in 2013.
• 76% of tablet using shoppers accessed the device in their homes in 2014.
• 49% of entertainment shoppers used their mobile device to browse and see options.
• 48% of telecom shoppers and 47% of auto shoppers used their mobile device to browse and find
options compared to 36% of restaurant shoppers.
• 58% of US shoppers prefer visiting retailer website for product discovery.
• 33% of US shoppers preferred to access retailer branded apps.
• Only 13% of US shoppers prefer to discover products and services through opt-in notifications
and alerts.
• 72% of US consumers use their mobile devices to research electronic products.
• 57% of shoppers in the clothing category and 46% in the shoes & fashion accessories category
use their mobile devices to research products.
• 46% of US consumers research household items on mobile devices and 45% research appliances
to discover possible purchase options.
Key Findings

• 49% of telecom shoppers conduct in-depth research on mobile devices to narrow down their
choices compared to 20% of restaurant goers.
• 61% of smartphone using shoppers and 50% of tablet using shoppers look up possible locations
they can visit near them.
• 52% of shoppers access smartphones and 44% access tablets to look up directions to local
stores.
• 41% of US shoppers accessed smartphones and 42% accessed tablets to look up reviews and
decide on which store to visit.
• 38% of smartphone using shoppers and 32% of tablet using shoppers called local stores asking
for information such as opening and closing times, availability of product, and on-going
promotions before deciding to visit.
• 80% of consumers use mobile devices inside a store to enhance their shopping experience, up
from 64% a year ago.
• The most popular way to use mobile devices while in-store is to comparison shop (59%) followed
by searching for coupons (48%) and reviews (47%).
• Retail stores are the top business venue for consumer mobile usage accounting for 31% of
mobile connections followed by restaurants (21%), service-related venues (19%) and financial
institutions (15%).
• 28% of in-store mobile usage happens in clothing stores followed by convenience stores (18%)
and specialty stores (12%).
• 52% of US consumers share retail related posts on social media.
Key Findings

• 51% of consumers visit social media platforms to post pictures of items they are interested to
purchase.
• Only 18% of consumers visit social media sites to post videos of the products they are
considering for purchase.
• On average, 62% of consumers who used a mobile device during the shopping process made a
purchase. An additional 16% deferred purchase for a future date.
• 49% of smartphone using shoppers and 42% of tablet using shoppers complete their purchase
within an hour or less of using their mobile device to start browsing for options.
• On average 65% of mobile using shoppers make a purchase on the same day they started
browsing for possible options on the device.
• 23% of US shoppers who used their mobile device inside a retail store made a purchase on the
device itself up from 12% a year ago.
• For both smartphones and tablets people are most comfortable spending $100-$249.
Smartphones outpace tablets for purchases under $250, while tablets outpace smartphones for
purchase over $250.
Key Findings

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Most important media source for information, 2013 vs 2014
% US Consumers who picked smartphones as the most important media source for information
Source: xAd/Telemetrics, 2014
29%
23%
2013 2014
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Most important media source for information while shopping
% US Consumers by their choice of most important media source of information
1%
8%
5%
Tablet
13%
Smartphone
29%
43%
Laptop or Desktop Smartphone Tablet
Print sources Television Other

Single device usage to make a ﬁnal purchase decision
% US Consumers that used only a single mobile device to make purchase decision across categories
31%
16%
40%
15%
40%
35%
60%
13%
Smartphone Tablet
Telecom
Restaurant
Auto
Entertainment

Source: NinthDecimal, 2014
Final purchase location for shoppers who used smartphones
% US Consumers who used smartphones to research by venue where they completed the purchase
68%32%
Did not use smartphone
Used smartphone for research
21%
28%
35%
37%
Purchased
in-store
Purchased on
smartphones
Purchased on
laptop
Purchased on
tablet

Final purchase location for shoppers who used tablets
67%33%
Did not use tablet
Used tablet for research
41%
32%
15%
33%
Purchased
in-store
Purchased on
smartphones
Purchased on
laptop
Purchased on
tablet

Final purchase location for shoppers who used laptops
74%26%
Did not use laptop
Used laptop for research
21%
52%
16%
37%
Purchased
in-store
Purchased on
smartphones
Purchased on
laptop
Purchased on
tablet

Final purchase location for shoppers who visited retail stores
60%40%
Did not visit retail store
Visited retail store for research
18%
29%
19%
57%
Purchased
in-store
Purchased on
smartphones
Purchased on
laptop
Purchased on
tablet

Mobile activity by consumer journey stage
% US Consumers who used a mobile device
10%
25%
48%
13%
37%
55%
12%
24%
51%
14%
39%
51%
Telecom Restaurant Auto Entertainment
Awareness Stage Inﬂuence Stage Conversion Stage

Mobile device usage location for shopping purpose
% US Consumers who used a mobile device for shopping by location and type of device
47%
68%
53%
32%
In home Out of home
2013
2014
24%
20%
76%
80%
In home Out of home
2013
2014
Smartphones Tablets

Mobile search activity among consumers across categories
% US Consumers who browsed to see available options on their mobile devices
36%
47%48%49%
Entertainment Telecom Auto Restaurants

Product discovery methods among US consumers
% US Consumers used given mobile tool to discover products before buying
13%
15%
18%
22%
39%
55%
13%13%13%
21%
33%
58%
All shoppers
Shoppers who bought on mobile
Retailer’s
Website
Retailer’s
Branded App
Retailer’s
Mobile Site
Shopping
Aggregator App
Shopping
Aggregator
Website
Opt-in notiﬁcations
and Alerts

Pre-purchase research behavior on mobile device by category
% US Consumers who conducted pre-purchase research on their mobile device
33%
35%
45%46%46%
57%
72%
Electronics Clothing Shoes &
Fashion
Accessories
Household
Items
Appliances Furniture Jewelry

Pre-purchase research behavior by category & mobile device
% US Consumers who conducted pre-purchase research on their mobile device by type of device
Electronics Clothing Shoes &
Fashion
Accessories
Household
Items
Appliances Furniture Jewelry
21%24%
30%31%28%
38%
41%
12%11%
15%15%18%19%
31%
Smartphone Tablet

Consumer mindset at the start of mobile activity while shopping
% US Consumers by mindset at beginning of mobile path to purchase by category
21%
19%
42%
4%
19%
21%
46%
8%
25%
18%
43%
7%
13%
18%
51%
7%
I had no idea what I was
looking for
I had a general idea of what
I was looking for
I had narrowed down what I
was looking for
I knew exactly what I was
looking for

In-depth mobile research among consumers across categories
% US Consumers who carried out in-depth research on mobile device by category
20%
34%
44%
49%
Entertainment Telecom Auto Restaurants

Mobile app or website usage by purpose
% US Consumers who used a mobile app or website by purpose and type of device
32%
42%
50%
44%
59%
50%
38%
41%
49%
52%
57%
61%
Smartphone Tablet
Look for a location near me
Find/compare prices
Look up directions to visit a
local store
Find coupons/deals/promos
Use reviews to decide on
location to visit
Call the store for more info

In-store mobile device usage among US shoppers
% US Consumers who used mobile device when visiting a store
36% 64%
Regularly use mobile device in-store Don't use mobile device in-store
20% 80%
2012 2013

In-store mobile device usage behavior among US consumers
% US Consumers who use mobile device inside a store by type of activity
23%
25%
29%
47%48%
59%
Comparison
shopped
Searched for
coupons
Searched for
product reviews
Obtained
additional
information
Searched for a
friend’s review
Purchased on
mobile while
in-store

Top commercial venues where consumers use a mobile device
% mobile connections by commercial venue
9%1%2%2%
Financial
15%
Service
19%
Restaurants
21%
Retail
31%
Retail Restaurants Service Financial Hospitality
Gyms Churches Other

Top retail venues where people use their mobile device
% mobile connections inside a store by type of store
3%
3%
3%
3%
4%
5%
6%
6%
9%
12%
18%
28%Clothing
Convenience stores
Specialty stores
Electronics
Auto
Discount
Big box / Dept. stores
D.I.Y.
Food & Grocery
Sporting goods
Home furnishings
Beauty

Types of posts retail consumers share on social media
% US Consumers who visited a store and shared content on social media
52%48%
Did not share retail discovery on social media
Shared retail discovery on social media
18%
27%
28%
29%
37%
51%
Pictures of items I’m
interested in
Items I’ve
purchased
Coupons via mobile
ads
Sales via email
Sales via mobile ad
Videos

Conversion rates among mobile shoppers by category
% US Consumers who use a mobile device during the shopping process
Overall Telecom Restaurant Auto Entertainment
26%26%
12%
23%22%
15%
20%
8%
22%
16%
59%
54%
80%
55%
62%
Yes, I completed a transaction/purchase
Not yet but I plan to in the near future
No, I did not complete a transaction/purchase

Time taken from mobile research to conversion
% US Consumers who used a mobile device for shopping research by time taken to buy
15%6%12%18%49%
Immediately/within the hour Within the day
Within the week Within the month
Longer than month/not looking
Smartphones Tablets
18%7%14%19%42%

Conversion rates among mobile shoppers by category
% US Consumers who use a mobile device during the shopping process
4%
7%8%11%
37%
9%9%
20%
26%
16%
5%
26%
32%
67%
77%
42%
In person at the store/location Online via PC
Online via mobile device By phone call

Location search on a mobile device by shopping category
% US Consumers looked up store location on their mobile device before making a purchase
13%
24%
26%
31%
Auto Telecom Restaurant Entertainment

Mobile purchase behavior among US shoppers
% US Consumers who purchased a product after store visit by mode of payment
88%
12%
Purchased on mobile after store visit for research
Purchased in-store during store visit for research
77%
23%
2012 2013

Mobile spending among US consumers for retail purchase
% US Consumers who use a mobile device to buy products by amount spent
17%
12%
21%
24%
14%
13%
9%
7%
16%
25%
20%
22%
Smartphone Tablet
$1-49 $50-99 $100-249 $250-499 $500-999 $1000+

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The role of mobile in US consumer's omni-channel path to purchase

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