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The mobile path-to-purchase in Saudi Arabia

It is estimated that by the end of 2016, 70.5% of the Saudi Arabian population will own a smartphone, equating to nearly 20 million people in total. Mobile has not only changed the way consumers behave both online and offline; but it has changed how brands connect with consumers, and in an increasingly fragmented media environment has thrown up a whole host of new and exciting planning implications. These planning implications have been explored by On Device Research through its newly launched mobile path-to-purchase tracker: a quarterly survey of 500 Saudi Arabian smartphone users which aims to unpick how mobile fits in to the non-linear purchase funnel, while providing actionable recommendations for marketers and brands wanting to take advantage of the myriad opportunities afforded by mobile marketing.

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LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
November 2016
The mobile path-to-purchase
in Saudi Arabia
Key planningimplicationsfor marketers
LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
Now is the time to understand the mobile path-to-purchase!
It is estimated that by the end of 2016, 70.5% of the Saudi Arabian population will own a smartphone,
equating to nearly 20 million people.
Mobile has changed the way consumers behave both online and offline; it has changed how brands
market themselves and in an increasingly fragmented media environment mobile throws up a whole
new host of exciting planning implications and considerations that touch all areas of the marketing
process.
These considerations impact all areas of the purchase funnel – a process which is now acknowledged
to be far from linear in nature – yet for the purposes of this research has been condensed in to three
key stages: brand awareness, research and purchase.
This survey aims to unpick how mobile fits in to the path to purchase at all stages in the funnel and to
provide actionable recommendations for marketers and brands wanting to take advantage of the
myriad opportunities afforded by mobile marketing.
Sample: 500 smartphone users
Fieldwork dates: 2nd to 14th November 2016
Source: eMarketer 2015
LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
AWARENESS
RESEARCH AND
DISCOVERY
PURCHASE
The path to purchase: a well trodden consumer journey from brand
awareness, to product research, to purchase and order fulfilment
LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
AWARENESS
RESEARCH AND
DISCOVERY
PURCHASE
LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
Mobile offers the frequency of usage to help brands build awareness
91% of smartphone owners use the mobile internet on a weekly basis (compared
to second placed TV on 81%): more than any other form of media. Frequency of
exposure to media and advertising builds awareness.
Base: All respondents, Question: How frequently do you access…
91%
81%
77% 76%
71%
55%
52%
48%
% of users who access media at least once a week
Mobile Web TV Desktop Web On Demand TV Outdoor Radio Newspapers Magazines
LONDON - SINGAPORE - DUBAI
OnDeviceResearch.com
Mobile is an embedded daily habit
The vast majority of mobile internet users are using it for more than two hours a
day providing multiple micro-moments for brand contact via mobile advertising
67%
13%
8%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Frequency of access to the mobile web
Less often than once a month
Once a month
2 - 3 times a month
Once or twice a week
3 - 6 times a week
Less than 2 hours a day
2+ hours a day
Base: All respondents, Question: How frequently do you access…
Ad

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The mobile path-to-purchase in Saudi Arabia

  • 1. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com November 2016 The mobile path-to-purchase in Saudi Arabia Key planningimplicationsfor marketers
  • 2. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Now is the time to understand the mobile path-to-purchase! It is estimated that by the end of 2016, 70.5% of the Saudi Arabian population will own a smartphone, equating to nearly 20 million people. Mobile has changed the way consumers behave both online and offline; it has changed how brands market themselves and in an increasingly fragmented media environment mobile throws up a whole new host of exciting planning implications and considerations that touch all areas of the marketing process. These considerations impact all areas of the purchase funnel – a process which is now acknowledged to be far from linear in nature – yet for the purposes of this research has been condensed in to three key stages: brand awareness, research and purchase. This survey aims to unpick how mobile fits in to the path to purchase at all stages in the funnel and to provide actionable recommendations for marketers and brands wanting to take advantage of the myriad opportunities afforded by mobile marketing. Sample: 500 smartphone users Fieldwork dates: 2nd to 14th November 2016 Source: eMarketer 2015
  • 3. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE The path to purchase: a well trodden consumer journey from brand awareness, to product research, to purchase and order fulfilment
  • 4. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE
  • 5. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Mobile offers the frequency of usage to help brands build awareness 91% of smartphone owners use the mobile internet on a weekly basis (compared to second placed TV on 81%): more than any other form of media. Frequency of exposure to media and advertising builds awareness. Base: All respondents, Question: How frequently do you access… 91% 81% 77% 76% 71% 55% 52% 48% % of users who access media at least once a week Mobile Web TV Desktop Web On Demand TV Outdoor Radio Newspapers Magazines
  • 6. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Mobile is an embedded daily habit The vast majority of mobile internet users are using it for more than two hours a day providing multiple micro-moments for brand contact via mobile advertising 67% 13% 8% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Frequency of access to the mobile web Less often than once a month Once a month 2 - 3 times a month Once or twice a week 3 - 6 times a week Less than 2 hours a day 2+ hours a day Base: All respondents, Question: How frequently do you access…
  • 7. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Three quarters of smartphone owners watch on demand TV at least once a week. Why? It’s just getting easier and easier…. Base: those who watch on demand TV. Question: Why do you watch On Demand TV/ Video? Reasons for watching on demand TV: 27%: It’s easier 27%: Can watch when I want 21%: Quality of programmes
  • 8. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com On Demand TV viewing is a truly cross device habit But the smartphone dominates! Base: All respondents. Question: How do you watch on demand TV/ video 40% 38% 24% 14% How do you watch on demand TV / video?
  • 9. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 49%Control their TV via a smartphone on a weekly basis Not only are smartphone owners watching on demand TV on their mobile… they are controlling their TV via mobile too Base: All respondents. Question: In the past 3 months have you controlled your TVvia your smartphone
  • 10. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 1. Frequency: Awareness driving and brand building campaigns are built on frequency of exposure. Nowhere can you drive frequency faster than with mobile. TV is no longer the medium of choice and marketers should think beyond traditional channels in their strategic planning. 2. On demand TV: Awareness driving campaigns rely on reach. While still second to traditional TV in terms of frequency, on demand TV is a mass-media that cannot be ignored. Three quarters of smartphone users watch on demand services at least once a week. 3. The on demand mobile video opportunity: The smartphone is the most popular device for watching on demand TV. The confluence of mobile and on demand TV represents a still untapped opportunity for brands to achieve cut through in what is still a relatively nascent market. Three key learnings for driving brand awareness on mobile
  • 11. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE
  • 12. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Whenitcomestoresearchingproductstobuythesmartphoneeven beatswordofmouth! Recommendations from friends and family have been supplanted by the smartphone as the channel of choice for product research. The power of physically looking at an item in store should not be overlooked though. Base: all respondents. : Talk to friends and family 26% Use social media 21% Go in to store to look at items 24% Read information on my smartphone 27% 1st 2nd 3rd 4th Question: When researching a product or service to buy, how do you do it?
  • 13. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com So what information are people looking for on their smartphone? Base: all respondents 16% 16% 17% 22% 25% 33% Find out if the product is in an alternative shop Check product availability Find out where an alternative store is Read product reviews Check product information Check prices When in a store or mall in the past three months have you used your smartphone to… 78% of smartphone users are “showrooming” – i.e. taking at least one of the actions below to enhance their physical shopping experience digitally
  • 14. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Second screening is a very real phenomenon. Traditional media and digital media can combine to drive product research 23%of smartphone owners have looked up something on their phone which relates to TV adverts they are watching Base: all respondents. Question: When watching TV, do you ever:
  • 15. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com A note of caution: can mobile replicate the physical and social aspects of in-store shopping? I prefer to inspect the actual product I am buying: 41% Shopping in store makes returns and exchange easier: 28% Shopping in store or in a mall is more fun than online: 27% Shopping in store or in a mall is a sociable experience: 27% Base: all respondents. Question: For which of these reasons would you shop in a store or mall rather than online? Top four reasons shown only
  • 16. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com But then does it really matter if by researching online consumers are saving time? Shopping online gives me more time to do what I want: 20% Rising to 24% for those who have made a purchase via their smartphone in the last three months Researching products is easier online than in store: 17% Rising to 19% for those who have made a purchase via their smartphone in the last three months Base: all respondents. Question: Which of these statements do you agree with in relation to shopping online? Selected answers shown only
  • 17. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 1) The smartphone is the product research tool: In a world dominated by an abundance of choice, the smartphone plays a crucial role in keeping consumers informed. It is now the dominant method of product research – beating even word of mouth and visiting an actual store. 2) The rise of showrooming: Over three quarters of smartphone users are showrooming: enhancing their physical shopping experience with instant mobile information. Checking prices, product information and reviews are what consumers are looking for on the go while shopping in-store. 3) Multi-screening: The smartphone is a permanent fixture even when consuming other media. When planning TV creative, consider that just under a quarter of smartphone users search for content related to a TV ad on their smartphone Three key learnings for driving product research on mobile
  • 18. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE
  • 19. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Consumers aren’t shy about making purchases on their smartphone Base: all respondents; Question: What have you purchased on your smartphone in the past three months? 77%Have purchased a product or service on their smartphone in the past three months
  • 20. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Convenienceandtimesavingarethekeydriversofpurchaseon smartphones.Thereishowever,considerableuntappedpotential… Shopping on my mobile phone saves me time: 20% Shopping on my mobile phone is convenient: 16% Base: all respondents. Question: Which of these statements do you agree with in relation to shopping online?
  • 21. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Digital activity driving physical purchase fulfilment: a trend that can play out in more than one way 40%Have used a coupon or discount on a mobile phone when shopping instore 46%Of smartphone users make a purchase and have it delivered to them at least once a week Base: all respondents. Questions: How often do you get items you have purchased delivered to your home or work? Have you ever used a coupon or discount on your mobile in-store? 11%Like to pay online and then collect in-store
  • 22. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com A closer look at consumer goods and shopping habits
  • 23. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com For female main shoppers the supermarket may dominate for food and household product shopping, but the smartphone isn’t far behind, with a quarter purchasing via mobile 24% 14% 25% 6% 58% 29% Send someone else to do it (e.g. maid) On the high street On my smartphone On my laptop or desktop computer In a supermarket In a shopping mall Food / Grocery / Household In the past 3 months, have you purchased any of these items in this way? Base: female main shoppers
  • 24. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com The female main shopper is highly mobile savvy, both in terms of purchasing habits and media consumption + 10%points more likely to watch on demand TV on a smartphone than the average smartphone user (50% likely overall) Base: females main shoppers + 7%points more likely to buy food / groceries / household products on a smartphone than the average smartphone user (25% likely overall)
  • 25. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Female main shoppers are keen “showroomers.” Even though they find online shopping easier than in-store, having physical contact with the products they buy when researching is highly important + 6% points more likely to “prefer to inspect the actual product in store before purchase” than average (47% agreement overall) + 8% points more likely than average to find gathering opinions online easier than in-store (25% agreement overall) 81% are “showrooming,” on their smartphone with finding products in alternative stores (19%) and findings locations of alternative stores (19%) key mobile activities when shopping Online for opinion gathering In-store for product experience Smartphone for showrooming Base: females main shoppers
  • 26. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Key considerations for retailers when faced with active mobile shoppers Engage with them through a multiscreen strategy +8% points more likely to look at their smartphone for related TV programme or ad content (81% of mobile purchasers overall) They’re going to be comparing prices on their smartphone while in your store! +4% points more likely to do so than average. 27% are comparing prices on their smartphone Click and collect is a useful prompt for in- store visitation +3% points more likely to use click and collect services than average. 14% are using click and collect Base: Those who have made a purchase on their smartphone in the last three months
  • 27. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 1. Mobile purchasing is mainstream: 77% have made a mobile purchase in the last three months. Time saving and convenience are key considerations and brands need to make sure they are fully mobile optimised to capitalise on the growth in m-commerce. 2. Mobile purchase drives offline activity: Coupon and discount codes are an indelible part of the consumer mindset. 40% of smartphone users have used discounts in store in the past three months. 3. An opportunity ripe for retail: Female main shoppers are highly likely to be using their smartphone to purchase groceries and household goods, but are also being driven in store to physically trial products that they have researched online. Supermarkets should not miss out on the opportunity to measure the impact that mobile advertising has on in store visitation Three key learnings for driving product purchase on mobile
  • 28. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE 1. CONSIDER MOBILE IN THE MEDIA MIX: 91% of smartphone owners use the mobile internet on a weekly basis. More than any other form of media, including TV 2. ENSURE DISCOVERABILTY OF PRODUCT INFORMATION ONLINE: Smartphones are now the primary product research tool. A quarter of consumers are prompted to conduct mobile research by TV ads 3. MOBILE OPTIMIZATION FOR M-COMMERCE IS KEY: 77% have purchased a product or service on their smartphone in the past three months Three key considerations on the mobile path to purchase
  • 29. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Thank you Formoreinformationpleasecontact: MichaelWard michael@ondeviceresearch.com

Editor's Notes

  1. Note: from a gender the picture is similar. 92% of men access the mobile web weekly vs 89% of women.
  2. For younger audiences this trend is even more pronounced with 49% of 18-25 year olds watching on demand TV on their smartphone
  3. Again, this increases for younger audiences, rising to 56% for 18-25 year olds
  4. There is a definite female trend at play here, 33% of women read information on their smartphone vs 22% who talk to friends and family. For men the opposite is true: 27% talk to friends and family and 25% use their smartphone.
  5. Showrooming is very much an activity dominated by those who are in the habit of purchasing via their mobile phone with 85% who have made a purchase via their mobile in the past three months researching products in this way.
  6. This figure rises to 83% of 18-25 year olds and 81% of women.
  7. 20% find it easier to shop online than instore (+3% points higher than average smartphone user)