With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.

1. Day in the life of a Mobile Commerce User
An On Device Research study for the IAB
May 2012

2. Contents
• Methodology
• Day in the life of a Mobile Commerce User
– What, Why and How
• Uses cases:
– Where and When
– At home
– In-Store Experience
• Mobile commerce and advertising
• Summary

3. Methodology and Sample

5. Methodology
Stage 1: Pre Survey Stage 2: Mobile Stage 3: Post Follow Up
Commerce Diary
• Screening • What did? • Understanding
• Why? motivations
• How feel? • Attitudes towards
• Where? mobile advertising
• Other media? • Future scoping
• Using On Device Research’s US panel, we contacted 260 respondents, who opted in to take part in a 3 stage diary
project, lasting a total of 2 weeks.
• All respondents recruited owned either a Smartphone or Feature phone. The focus of the report was on mobile
phone based commerce, excluding tablet based mobile commerce.
• Stage 1: Respondents were pre screened on demographics and mobile commerce behaviour to ensure the sample
gathered was relevant and responsive.
• Stage 2: The successful 260 pre screened respondents were tasked using their mobile to check in, over a period of 1
week, whenever they used their mobile phone for commerce. Mobile commerce was described to respondents as:
Searching for products or services, Researching products or services, Purchasing/ordering products or services and
Checking prices
• Stage 3: All respondents then completed a follow up survey, which covered a range of topics from mobile commerce
spend, mobile usage in store, attitudes towards mobile advertising and how they would like mobile commerce to
progress in the future.
• Each respondent earned $10 for taking part

6. The Mechanic is Simple
1. Mobile owners click a web link (looks like an app icon), or bookmark once they encounter a
brand.
2. They then simply select which brand they have encountered, whilst also giving permission to
take their GPS co-ordinates.
Which What made you How feel as a Where were Using other
activity? do this? result? you? media?

7. Day in the life of a mobile
commerce user

8. Mobile enhances real world commerce
• 28% of mobile commerce encounters are for finding product information
• 18% are for finding store locations, whilst 12% are for comparing prices.
• Combined together it shows that mobile commerce is linking real world commerce
to digital marketing.
• 9% of mobile commerce encounters are for purchasing digital content (apps) and
5% of encounters are for purchasing other items, such as physical items and tickets.
Which (mobile commerce) activity did you just use your mobile phone for?
28%
18%
% Encounters
12%
9%
5%
4% 3%
Find Searched for a Compared prices Purchase digital Purchased non- Checked status Used mobile
product/service store location content digital item on auction site coupons
info
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

9. Convenience and mobile advertising drives mobile commerce activities
• When asked why consumers carried out a particular mobile commerce activity, ‘the
easiest way’ was the most popular activity.
• Mobile advertising is the second highest driver.
• Finding the best deal also comes through.
What made you do this? (mobile commerce activity)
The offer was too good to refuse 10%
Recommendation from a friend/family 10%
To get something immediately/didn't want to wait 11%
Research for a future purchase 16%
To find the best deal 20%
Boredom/filling time 21%
Something I planned to do 21%
A mobile ad 22%
It's the easiest way for me to do it 24%
% of Encounters
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

10. Saving money is the overwhelming factor that drives mobile commerce
• Follow up survey also showed that mobile commerce is about convenience and
getting the best deal.
Follow Up Survey: Important factors versus Most important factor
Most Important Factor
Important Factors
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

11. Other than digital content, clothing, entertainment and consumer
electronic are the top categories for mobile commerce
• For early adopters, a potential glimpse into the future, there is only a slight
increase in their usage of digital content usage.
• For other categories, such clothing and entertainment, there is a significant
increase in usage. This suggests that this is where the growth in mobile commerce
(and therefore mobile advertising) will come from.
Top Categories For Mobile Commerce Usage
80%
76%
% Mobile Commerce Users
46% 46% 44%
38% 41% 39%
34% 33% 31% 27% 23% 27% 27%
21%
Group digital Clothing Entertainment Consumer Health and Food and Furniture and Tickets (events,
categories activities electronics Beauty Grocery other travel)
(restaurant, housewares
movies)
Total Early adopters
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

12. 38% of mobile commerce users spend over $21 per month via
their mobile
• Although mobile commerce spending is still relatively small however 38% have
purchased items over $21 per month.
• 78% of those who have purchased via their mobile have done so using a credit or
debit card.
On an average month, how much do you spend on purchases via your mobile phone?
Over $61,
10%
I don't make purchases on my
mobile, 30%
$41 to $60, 16%
$21 to $40,
12%
$1 to $20, 32%
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

13. Physical Goods
versus
Digital Goods

14. Protection and having a specific retail app gain importance
amongst those who purchase physical goods
Post Survey: And which ONE is the most important to you? Please select one answer only
Order of Importance
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

15. Use Cases

16. Mobile commerce starts early morning and continues throughout
the day, peaking at late afternoon/early evening
• It would appear that consumers begin commerce activities on their commute.
40%
35%
30%
25%
20%
15%
10%
5%
0%
1am-3am night 4am - 6 am 7am - 9am 10am noon late 1pm - 3om 4pm - 6pm 7pm - 9pm 10pm -
time early morning morning morning early afternoon afternoon early evening midnight late
evening
Total
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

17. Purchasing via mobile peaks in the late afternoon/early evening
• However pricing checking and comparisons peak in the early afternoon when
people are more likely to be out and about.
40%
35%
30%
25%
20%
15%
10%
5%
0%
1am-3am night 4am - 6 am 7am - 9am 10am noon late 1pm - 3om 4pm - 6pm 7pm - 9pm 10pm -
time early morning morning morning early afternoon afternoon early evening midnight late
evening
Compare prices Purchase
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

18. 47% of mobile commerce actions occurred at home
Diary Stage: Where were you?
At Out and At
Home: About: Work:
47% 29% 10%
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

19. Product information is conducted at home, location searching
whilst out and about
• 11% of price checking encounters where in the retail environment
• 21% of mobile purchasing encounters were at work
Where people use Mobile Commerce – By Activity
70%
60% 57%
49%
50%
40% 37%
35%
29% 30%
30% 26%
19%
20%
10%
0%
Find information on a Searched for a store location Checked/compared prices Purchase Any Item
product/service
At home Group out and about
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

20. 64% use other media at the same time as mobile commerce
• 36% of mobile commerce encounters are whilst consumers are watching TV
Diary Stage: And were you using/looking at any other media at the same time?
TV Phone
36% (talking)
16%
64%
Desk/
Radio
Laptop
7%
10%
36%
Newspaper Magazine
5% 4%
No Yes
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

21. A closer look at In Home
Mobile Commerce.
Where in the home?
What are they doing?
What media are they using?

22. 61% of In Home commerce takes place in the front room/lounge.
20% in the bedroom
Diary Stage: Where were you?
In which room ?
Front room/Lounge 61%
20%
Bedroom
At
Kitchen 8%
Home:
47%
Garden/patio etc 8%
Bathroom 1%
Other rooms 2%
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

23. 49% of In Home commerce interactions occur with the presence
of TV
Diary Stage: Where were you?
What media?
TV 49%
Phone (talking) 13%
Desktop/laptop 6%
At
Home: Radio 4%
47% Press 4%
Tablet 3%
Other 4%
No, none of these 31%
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

24. A 25-34, female from NJ: How does she use her mobile in home
for commerce?
1st In Home Commerce Activity: 18/04/12 2nd In Home Commerce Activity: 18/04/12
What?: Find store location What?: Purchased digital content
What made her do this?: Couldn’t find store What made her do this?:Planned to do
How feel?: Helped make best decision How feel?: Entertained/amused
Where?: Living room Where?: Patio
Other media?: TV Other media?: No other media
3rd In Home Commerce Activity:
18/04/12
What?: Scanned barcode on
6th In Home Commerce Activity:
product/ad to get more info
20/04/12
What made her do this?: Planned to do
What?: Scanned UCP to receive points
How feel?: Entertained/amused
from app
Where?: Living room
What made her do this? Offer too good
Other media?: TV
to refuse
How feel?: Entertained/amused
Where?: Kitchen
4th In Home Commerce Activity:
19/04/12
5th In Home Commerce Activity: 19/04/12 What?: Scanned barcode to recover
What?: Purchased an item points for app
What made her do this? Boredom What made her do this?: Offer too good
How feel?: Got best price to refuse
Where?: Living room Feel?: Entertained/amused
Other media?: TV Where?: Kitchen
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

25. A 25-34, male from Florida: How does he use his mobile in home
for commerce?
1st In Home Commerce Activity: 19/04/12 2nd In Home Commerce Activity: 19/04/12
What?: Find info on product/service What?: Check prices via browser
What made him do this?: Planned to do What made him do this?:Easiest way to do it
How feel?: Chose right brand/retailer How feel?: Entertained/amused
Where?: Living room Where?: Kitchen
Other media?: TV, phone (talking) Other media?: TV, phone (talking)
3rd In Home Commerce Activity:
20/04/12
What?: Used mobile coupons/vouchers
5th In Home Commerce Activity: What made him do this?:
22/04/12 Recommendation friend/family
What?: Searched for store How feel?: Help make best decision for
location me
What made him do this?: Easiest Where?: Living room
way to do it Other media?: Radio
Feel?: Easily find useful info
Where?: Living room
Other media?: TV
4th In Home Commerce Activity: 22/04/12
What?: Check prices via browser
What made him do this?: Easiest way to do
it
Feel?: Easily find useful info
Where?: Living room
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

26. In-Store Mobile Experience

27. 76% of mobile commerce users have used their mobile in-store
• 34% use mobile for checking prices whilst in-store
• 32% take photos to send to others – skewing towards females
• 13% have scanned a barcode
Have you used your mobile phone when shopping in a store in the past 3 months? if
so, what for?
60%
49%
50%
40% 34% 34%
30% 24%
20%
20% 15% 15% 14% 14% 13%
9%
10%
0%
Call/text Check prices Taking Check for Check Fill time Check for Show Scan barcode To check I have not
family picture/s of another store product when waitinglocation deals shop/store on opening used my
member for product to in the area reviews to check out assistant the product/ad times mobile phone
advice send to a item you are for while
friend/family after information shopping in
member store
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

28. 53% have stopped a purchase in store as a result of using their mobile
• Finding a better price is the key reason behind this.
Follow Up: Have you ever abandoned or stopped a purchase in store as a result of using
your mobile phone in store? If so why?
Found a better price in another store 38%
Found a better price online 30%
53%
Found a better item online 21%
Product was out of stock/not available 13%
47% Saw a negative review about the product 11%
Bought a similar item instead 11%
Couldn't find info on product was planning to
No Yes 11%
purchase
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

29. Mobile Commerce Case
Studies

30. A day in the life of Mobile Commerce – 25 to 34, female, Near
Atlanta
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

31. A day in the life of Mobile Commerce – 25 to 34, female, Near
Atlanta
3rd Commerce Activity: 18/04/12 2nd Commerce Activity: 16/04/12
What?: Checked prices via app What?: Bid/checked auction site
What made her do this?: Mobile ad, What made her do this?:Offer too
research for future, best deal, easiest way good, find best deal, easiest way
How feel?: Got best price, chose right How feel?: Got best price, improved
brand/retailer retail experience, helped make best
Where?: In store/shop/mall decision
Other media?: Poster/billboard Where?: Out and about
Other media?: Radio (driving)
6th Commerce Activity: 20/04/12
What?: Purchased an item
What made her do this? Easiest way
How feel?: Got best price, chose right
brand/retailer 1st Commerce Activity: 16/04/12
Where?: Out and about What?: Find info on product/service
Other media?: TV, Poster/billboard, What made her do this?: Find the best
Tablet deal
How feel?: Saved time, helped make best
decision, easily find useful information
Where?: Travelling (short trip)
Other media?: In store promotion
4th Commerce Activity: 19/04/12
5th Commerce Activity: 19/04/12
What?: Purchase item
What?: Purchased digital item
What made her do this?: Recommendation, best deal
What made her do this? Planned to do
Feel?: Best price, improved retail experience
How feel?: Got best price
Where?: At work
Where?: Out and about
Other media?: Desktop/laptop
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

32. Mobile Commerce and
Advertising

33. As we saw on slide 9…
At 22%, Mobile Advertising
is the second highest driver
of mobile commerce.
What are consumers perceptions
of mobile advertising?
What opportunities exist?

34. Mobile Advertising is welcomed by consumers
• 70% view mobile ads as a personal invitation
• This reflects a clear opportunity for brands and advertisers alike to engage
consumers.
Which of the following is closer to your view of ads on
your mobile/smartphone?
30%
70%
A personal invitation A personal invasion
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

35. Mobile advertising should give consumers more than just a ‘check
out’
• 40% want mobile ads they click on to allow them to browse the brand/company's
broader product offering.
• 28% want to learn more about the brand/product being advertised.
• 51% of those who see mobile ads as an invitation, want to browse further.
Click to buy: I want to be taken straight
through to the check-out page 4%
7%
24%
28%
Click to learn: I want to see more details
on the exact product in the advertisement
40% 51%
Click to browse: I want to see a page
showing a whole range of similar products
from the same company
25% 20%
Click to explore: I want to start at the
homepage of the company
Total A personal invitation
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

36. Relevance and permission are key if advertisers are to personalise
advertising for consumers
• 30% state they like the fact that ads are personalised to them.
• 27% feel personalised ads are ok, as long as they have given their permission to
receive them.
How do you feel about ads that are personalized to you (ie. based on anonymous
information about where you are, your age/gender or other characteristics, etc)?
40% 37%
30%
30% 27%
24% 24%
22% 21%
20%
14%
10%
0%
I like that they’re relevant to me They are ok, but only if I have given I don’t like them – too much of my It makes no different that they’re
my permission to receive them personal information is being personalised – they’re just like any
shared other ad
Total A personal invitation
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

37. Location, favourite brands and previous site history are the
starting blocks for relevant mobile advertising
Assuming advertising has to happen, which of the following ways to make ads more
relevant to you would you be open to?
Your location (city or neighbourhood) 28%
27%
Your favorite brands 26%
27%
Sites you've visited online 24%
27%
Information you give the “ad” at the beginning 21%
20%
Your age/gender, whether you have kids, or other… 21%
23%
Information you have shared publicly via Facebook, Twitter… 18%
19%
Your recent TV/radio viewing 16%
19%
Your recent online purchases 15%
17%
Your daily routine 11%
13%
None of these 14%
10%
Total A personal invitation
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

38. 31% state that they would like proactive alerts of products they
want/need
• 30% would like to pay for something via phone and then pick it up in store.
• 29% want a better browsing experience.
Thinking about the future of mobile commerce (searching/buying/booking
products and services via your mobile phone) how would you like this to
40%
progress?
31% 30% 29% 28%
30%
26%
22%
20%
10%
0%
Proactive alerts to let me Ability to pay for Better browsing Mobile loyalty Better/more price and Mobile wallets -making it
know when products I something by phone and experience e.g Wifi or 4G cards/scheme -rewards information comparisons easier to pay using my
want or need are pick it up in store for paying by phone phone
available or on sale
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.

39. Mobile Commerce is not just about digital
downloads but is really linking digital
marketing with real world commerce
In tough economic times consumers are
searching for the best deal. The mobile
Internet is allowing consumers to search and
find this in the best price in the best location,
be that on mobile or in the physical retail
store. This leaves retailers with no where to
hide, giving consumers true price
transparency.
Mobile advertising is a huge influencer in this
new phenomenon

40.  Some specifics on Mobile Commerce
1) In Home Usage:
61% of In Home Mobile Commerce occurs in the front room/lounge
TV offers a clear opportunity as an additional screen – 49% of those
who conducted mobile commerce did so with TV as an additional
media
2) Mobile Commerce and Advertising
Mobile advertising is a key driver of mobile commerce and is
welcomed by the majority of consumers, BUT:
a) It must give consumers more than just a ‘check out’
b) It must be relevant and consent must be sought
c) Location, favorite brands and previous site history are routes to
make mobile advertising more relevant to consumers
d) Future looking, consumers want a mix of features and function -
proactive alerts, the ability to buy via phone and pick up in store and
a better browsing experience.

41. About the IAB
This study was commissioned by the Interactive Advertising Bureau (IAB) in the US
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading
media and technology companies that are responsible for selling 86% of online
advertising in the United States. On behalf of its members, the IAB is dedicated
to the growth of the interactive advertising marketplace, of interactive’s share
of total marketing spend, and of its members’ share of total marketing spend.
The IAB educates marketers, agencies, media companies and the wider
business community about the value of interactive advertising. Working with its
member companies, the IAB evaluates and recommends standards and
practices and fields critical research on interactive advertising. Founded in
1996, the IAB is headquartered in New York City with a Public Policy office in
Washington, D.C. For more information, please visit www.iab.net

42. On Device Research
info@ondeviceresearch.com