Mobile and the Path to Purchase

Mobile and the Path to Purchase
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Mobile and the Path to Purchase Gian Fulgoni, Co-Founder & Chairman comScore, Inc. April 29, 2014
© comScore, Inc. Proprietary. 2  The Digital Omnivore  Mobile Search & Local Content  Consumers’ Path to Purchase  Key Takeaways Topics for Today
© comScore, Inc. Proprietary. 3 PERSON-Centric Panel with WEBSITE-Census Measurement 2 Million Person Panel 360°View of Person Behavior Data sourced from comScore’s global panel of 2 million Internet users Web Visiting & Search Behavior Online Advertising Exposure Demographics, Lifestyles & Attitudes Media & Video Consumption Transactions Online & Offline Buying Mobile Internet Usage & Behavior PANEL Plus 5 Million TV Set Top Boxes for 3-Screen Measurement CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology 1 Million Domains Participating Adopted by 90% of Top 100 U.S. Media Properties PANEL
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4 Emergence of the Digital Omnivore
© comScore, Inc. Proprietary. 5 The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 180,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 NumberofDeviceOwners Number of U.S. Device Owners (Smartphone and Tablet) 163 MILLION +22% vs. YA 87 MILLION +51% vs. YA Source: comScore MobiLens/TabLens 3 month average ending February
© comScore, Inc. Proprietary. 6 Millennials have a substantially higher rate of smartphone penetration than their older counterparts U.S. Smartphone Penetration of Mobile Phones Within Age Group comScore MobiLens, U.S., Age 18+, 3 Month Average Ending Nov-2013 81% 68% 40% Age 18-34 Age 35-54 Age 55+
© comScore, Inc. Proprietary. 7 47% 42% 12% Desktop Smartphone Tablet The Post-Desktop era begins: More than half of all digital media time now occurs on mobile platforms Source: comScore Media Metrix Multi-Platform, December 2013
© comScore, Inc. Proprietary. 8 Millennials are heavier internet users across all devices and spend a full day of every week online. Mobile engagement outpaces desktop in all age groups Average Monthly Time Spent in Hours per User by Platform comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013 96.0 87.0 58.9 49.1 43.6 35.2 65.9 57.2 42.9 Age 18-34 Age 35-54 Age 55+ Total Digital Desktop Mobile
© comScore, Inc. Proprietary. 9 Total digital media consumption has nearly doubled in the past three years, led by massive growth in smartphone engagement Source: comScore Media Metrix Multi-Platform, June 2013 Note: Jun-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time Total U.S. Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet 405 419 83 381 106 June 2010 June 2013 906 487 +4% +86% +359% N/A
© comScore, Inc. Proprietary. 10 4,929 +530% Engagement with Coupon sites has seen tremendous growth across all platforms, including desktop * Note: Feb-2010 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time U.S. Coupon Site Usage in Minutes (MM) by Platform: Desktop, Smartphone and Tablet Source: comScore Media Metrix Multi-Platform, U.S., February 2013 43 782 +385% 172 610 2,962 683 Feb-2010 Feb-2013 N/A +645%1,284
© comScore, Inc. Proprietary. 11 Desktop consumption of Weather content has declined markedly, but because of extensive phone use, overall engagement from digital platforms has increased modestly Time Spent on Weather Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US 43 Feb-2010 Feb-2013 4,169 3,641 -46% +15% +385% 3,214 427 1,723 2,073 373 N/A
© comScore, Inc. Proprietary. 12 Maps have benefitted massively from phone usage but desktop use has declined Time Spent on Map Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US 43 5,811 2,303 -13% +152% +386% 1,406 897 1,217 4,355 239 Feb-2010 Feb-2013 N/A
© comScore, Inc. Proprietary. 13 The digital population now spends slightly more time engaging with retail sites on their smartphone than on their desktop Total Minutes (MM) Spent in Retail Category by Platform Source: comScore Media Metrix and Mobile Metrix, U.S., Feb-2013 – Dec-2013 0 5,000 10,000 15,000 20,000 25,000 30,000 TotalMinutes(MM) Desktop Smartphone Tablet 49% 40% 37% 43% 14% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Feb-2013 Dec-2013 Desktop Smartphone Tablet
© comScore, Inc. Proprietary. 14 37% 31% 74% 50% 100% 92% 99% 90% 61% 98% 63% 69% 26% 50% 0% 8% 1% 14% 39% 2% Browser App 40% 44% 48% 45% 61% 49% 56% 59% 53% 51% 31% 26% 20% 15% 18% 14% 13% 9% 12% 10% 29% 30% 32% 40% 20% 37% 30% 31% 34% 38% Amazon eBay Walmart Target Craigslist BestBuy Macy's Sears Etsy Home Depot PC only PC + Mobile Mobile Only 88M 145M 74M 63M 50M 47M 28M 25M 24M 22M Mobile is a fundamental part of Online Retail; mobile apps generally much more popular for pure-plays Mobile = Smartphone + Tablet Entities represent the online branded domain and mobile app for each retailer Select Online Marketplaces: Total U.S. Digital Population Unique Visitors (Millions) by Platform Source: comScore Media Metrix Multi-Platform, U.S., December 2013 % of Mobile Time Spent – Browser vs. App Source: comScore Mobile Metrix, U.S., Dec-2013
© comScore, Inc. Proprietary. 15 Mobile obviously stands out on navigation-based searches; apps generally much more popular for on-the-go type searches 39% 52% 40% 64% 46% 61% 50% 43% 18% 15% 16% 13% 10% 18% 13% 8% 43% 33% 44% 23% 44% 20% 37% 48% Google Maps Yahoo Answers YELP.COM WEATHER YP CRAIGS ZILLOW Fandango PC only PC + Mobile Mobile Only 93M 87M 63M 59M 54M 50M 32M 26M Mobile = Smartphone + Tablet Entities represent the online branded domain and mobile app for each retailer 1% 100% 27% 14% 56% 100% 42% 19% 99% 73% 86% 44% 58% 81% Browser App Select Local Sites: Total U.S. Digital Population Unique Visitors (Millions) by Platform Source: comScore Media Metrix Multi-Platform, U.S., December 2013 % of Mobile Time Spent – Browser vs. App Source: comScore Mobile Metrix, U.S., Dec-2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 16 Mobile Search & Local Content
© comScore, Inc. Proprietary. 17 Each device has a skew in category of local search. 80% of phone used for Restaurants, Shops and Services. Businesses need to consider what device appeals to their audience when marketing. Source: comScore custom research - 15miles/Neustar Localeze Local Search Usage Study From what device did you do your last online local business information search? Category of Local Search by Platform Percent of Device Users 24% 30% 28% 23% 28% 33% 21% 21% 11% 11% 4% 15% 13% 5% 5% 4% 8% 4% 3% 4% 4% PC/Laptop Mobile phone Tablet Restaurants Shops Services Health / Fitness Entertainment Travel Financial
© comScore, Inc. Proprietary. 18 Compared to other devices, mobile phones have the highest conversion rate. Nearly 80% of mobile phone searches end in a purchase. Source: comScore 15Miles Neustar // Localeze 7th annual Local Search Study Did you make a purchase from the local business? 59% 78% 77% 61% 78% 64% PC/Laptop Mobile Phone Tablet 2012 2013 % of Searches that Resulted in a Purchase Source: comScore custom research - 15miles/Neustar /Localeze Local Search Usage Study
© comScore, Inc. Proprietary. 19 70% 73% 65% 17% 16% 15% 13% 11% 20% PC/Laptop Mobile Phone Tablet Purchased in store Called to make purchase Purchase online Nearly 3 out of every 4 mobile phone searches that end in a purchase bring customers into brick-and-mortar stores. Location of Purchase Source: comScore custom research - 15miles/Neustar /Localeze Local Search Usage Study Source: comScore Local Search Usage Study Did you make a purchase from the local business? Online Called to make purchase In Store
© comScore, Inc. Proprietary. 20 60% 49% 48% 42% 33% 65% 34% 30% 16% 22% 25% 38% 39% 31% 25% 25% 35% Need information on the go It's easy Can find information quickly Can find more complete information More opportunities to find the information on this device Device is inexpensive PC/Laptop Mobile Phone Tablet Mobile phone and tablet search is driven by a need for information on the go. PC/Laptops are used for quick, easy, complete information. Source: comScore custom research - 15miles/Neustar Localeze Local Search Usage Study From what device did you do your last online local business information search? Reasons for Using Device for Local Search (Percent of those who use each device) * Local Content defined as Business Directories, Classifieds, Maps, Movie Information, Real Estate Listings, Restaurant Info, Traffic, and/or Weather category access
© comScore, Inc. Proprietary. 21 Access methods include Browser, Application and SMS Source: comScore MobiLens U.S, December 2010 - 2013 Local Content Access on Mobile Phones (Millions of People) 61.4 69.8 20.1 104.0 52.6 45.5 29.0 Any Access Method 85.7 74.5 16.013.710.5 Browser 50.7 44.2 31.5 Application SMS 54.4 +92% +95% +140% +98% Dec-13 Dec-12 Dec-11 Dec-10 Access to local content on mobile phones has grown significantly, with apps seeing the greatest increase. *Local content defined as searching for information on maps, movies, business directories or restaurants.
© comScore, Inc. Proprietary. 22 Access methods include Browser, Application and SMS Source: comScore MobiLens U.S, December 2012 - 2013 Every subset of local content saw strong growth over the last year, as more mobile phone users consumed more types of content. Mobile Audience Size and Growth Local Content Categories (Millions) +34% +23% +21% +38%+25% +29%+24% +22% Real Estate 26 19 +24% 135 Job Listings 30 25 Business Directories 34 28 Traffic 43 31 Classifieds 44 35 Restaurant Info. 52 40 Movie Info. 54 44 Maps 89 72 Weather 118 96 Total Local Content 113 +20% Dec-13Dec-12 Audience(MM) People are using a wider variety of Local Content, with subcategory growth outpacing the total segment. * Local Content defined as Business Directories, Classifieds, Maps, Movie Information, Real Estate Listings, Restaurant Info, Traffic, and/or Weather category access
© comScore, Inc. Proprietary. 23 Heavy local content users on mobile skew male, more affluent (48% report income of $75+), and younger (42% aged 18-34). Access methods include Browser, Application and SMS Source: comScore MobiLens U.S, December 49% 54% 51% 46% Total Mobile Heavy Local Searchers Females Males 7% 5% 13% 17% 17% 25% 17% 21% 18% 16%15% 10% 15% 6% Total Mobile Heavy Local Searchers 65+ 55-64 45-54 35-44 25-34 18-24 13-17 17% 13% 22% 20% 20% 20% 14% 16% 27% 32% Total Mobile Heavy Local Searchers $100k+ $75k to <$100k $50k to <$75k $25k to <$50k <$25k *Heavy user defined as mobile user who reported accessing content “almost every day” ** Local Content defined as Business Directories, Classifieds, Maps, Real Estate Listings, Job Listings, Restaurant Info, Traffic, and/or Weather category access
© comScore, Inc. Proprietary. 24 In 2013, Mobile ad spending surged 110% while Video (up 22%) also showed rapid growth SOURCE: IAB Internet Advertising Revenue Report, Full Year 2013, IAB & PricewaterhouseCoopers ONLINE AD REVENUES IN 2013 Dollars (Billions) % of Total % Change vs. YA Search $18.4 43% +9% Display Related $12.8 30% +7% Banner Ads $7.9 19% +3% Video $2.8 7% +22% Rich Media $1.3 3% +18% Sponsorship $0.8 2% -9% Mobile $7.1 17% +110% Classifieds $2.6 6% +7% Lead Generation $1.7 4% +4% TOTAL ONLINE $42.8 100% +17%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 25 Consumers’ Multi-Media Path to Purchase
© comScore, Inc. Proprietary. 26 The Shopper’s Multi-Channel Journey Today: Not so much a funnel, more like a flight map Source: Google ZMOT Handbook
© comScore, Inc. Proprietary. 27 comScore asked consumers to rate a wide variety of shopping tools, including “traditional” tools such as newspapers and TV, as well as digital and mobile shopping tools Source: comScore Survey – June 2013 Shopping Tools Evaluated “Traditional” Shopping Tools Digital Shopping Tools Mobile Shopping Tools • Direct mail • Magazines • Newspapers • Radio • Recommendations from friends and family • Television • Deal of the day sites • Digital coupons • Facebook • Online circulars • Online customer reviews/ratings • Online search engine • Printable shopping lists • Retailer or manufacturer email • Retailer website • Twitter • Mobile brand websites • Mobile coupons • Mobile location-based services • Mobile payments • Mobile retailer websites • Mobile search • Retailer smartphone app • Scannable QR codes • Text alerts from a retailer • Use of a smartphone in a physical store
© comScore, Inc. Proprietary. 28 Different tools for different purposes…and still a role for traditional media. Mobile coupons becomes the first mobile element in top-10! Overall Rankings for Each Tool, by Statement (Ranking among tools, % Top-2 Box, 7-pt scale) Source: comScore Survey – February 2014 Rank “Saves Me Money” “Saves Me Time” “Helps Me With New Ideas” #1 Digital coupons Online search engine Online search engine #2 Online search engine Digital Coupons Retailer website #3 Retailer or manufacturer email Retailer website Recommendations from friends and family #4 Newspapers Online circular Television #5 Recommendations from friends and family Printable shopping lists Retailer or manufacturer email #6 Online circular Recommendations from friends and family Online customer reviews/ratings #7 Retailer website Retailer or manufacturer email Magazines #8 Deal of the day (e.g. Groupon) Online customer reviews/ratings Online circular #9 Direct mail Direct mail Direct mail #10 Online customer reviews/ratings Mobile coupons Digital coupons Denotes Traditional Media
© comScore, Inc. Proprietary. 29 Mobile Search Moves up in the Rankings But Has Yet to Crack Top Ten Top 2 Box Ranking for Importance of Mobile Search 2013 2014 Saves Me Money #17 #16 Saves Me Time #16 #14 Helps With New Ideas #21 #16
© comScore, Inc. Proprietary. 30SOURCE: comScore Media Metrix Multi-Platform, US, Dec-2013 online retailer sites 222 million monthly visitors 26 visits per visitor comparison shopping sites 98 million monthly visitors 3 visits per visitor search sites 229 million monthly visitors 33 visits per visitor coupon sites 91 million monthly visitors 11 visits per visitor Pricing Power is in the hands of the consumer: Finding the lowest price has never been easier
© comScore, Inc. Proprietary. 31 More than 1 in 3 online consumers have showroomed… However, among these consumers, most only showroom ‘sometimes’ or ‘occasionally’ Among smartphone owners, usage of phones to showroom has increased significantly For most consumers, showrooming remains an ‘occasional’ shopping tactic Source: comScore Survey – July 2013 34% % who have ever showroomed Q. Based on this definition, have you ever done this activity? (seen an item in-store but instead purchased online) Q. When thinking of your online shopping and the previous questions, which statement best describes when you use showrooming? Q. Have you ever used your mobile device (smartphone / tablet) to assist in showrooming? 41% 49% % smartphone owners who have used their phone to showroom Q2 2013 Q3 2013 11% 76% 11% Only for major purchases Sometimes / Occasionally Often 11% % among showroomers
© comScore, Inc. Proprietary. 32 Why Consumers Are ‘Showrooming’ Although the top reason for showrooming remains finding a better price online, 44% of ‘showroomers’ never planned to buy in person Q. Which of the following describe why you utilized showrooming? (Please select all that apply) Source: comScore Survey – October 2013 73% 44% 25% 16% 15% 5% Price was better online Planned to buy online but wanted to see item(s) in person before ordering Item was out of stock at store Would rather have item(s) shipped to home than take home with me Was not convenient to buy in-person at the time Other % among those who engaged in 'showrooming'
© comScore, Inc. Proprietary. 33 $42 $53 $67 $82 $102 $123 $130 $130 $142 $162 $186 $211 $30 $40 $51 $61 $69 $77 $84 $80 $85 $94 $103 $111 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Retail Travel Desktop e-Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement U.S. Desktop e-Commerce (retail + travel) reached $322 billion in 2013, up +11% Y/Y overall and +13% Y/Y for Retail $72 $93 $117 $143 $171 $200 $214 $209 $228 $289 $256 $322 Billions($) +29% +26% +22% +19% +17% +7% -2% +9% +12% +13% +26% +33% +26% +28% +20% +24% +24% +13% +20% +12% +6% +9% 0% -5% +10% +6% +15% +9% +14% +11% +11% +13% +8%
© comScore, Inc. Proprietary. 34 $0.6 $0.8 $1.6 $2.4 $2.6 $3.5 $4.9 $4.5 $3.8 $4.6 $7.2 $5.9 $4.7 $5.8 $8.3 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 In Q4 2013, m-Commerce reached $25 billion & grew +22% vs 2012 Retail e-Commerce Dollars Spent in Billions via Mobile (Smartphone & Tablet) Source: comScore e-Commerce & m-Commerce Measurement Approx $25 billion in m-Commerce spending in 2013
© comScore, Inc. Proprietary. 35 m-Commerce continues to gain share, accounting for 12% of all e-commerce sales in Q4 2013 m-Commerce Share of e-Commerce Dollars 0% 2% 4% 6% 8% 10% 12% Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 2% 2% 4% 6% 7% 9% 9% 9% 8% 10% 11% 11% 9% 11% 12%
© comScore, Inc. Proprietary. 36 Desktop users have the highest likelihood of purchase, followed by tablets, then smartphones – bigger screen, higher conversion Q4 2013 Buyer Penetration by Platform Source: comScore e-Commerce & m-Commerce Measurement 79% 42% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Desktop Tablet Smartphone
© comScore, Inc. Proprietary. 37 67% 33% Smartphone Tablet Tablet Phone Total m-Commerce Spending ($) per Buyer by Platform Source: comScore m-Commerce Measurement, U.S., Q4 2013 Share of m-Commerce Spending ($) by Platform Source: comScore m-Commerce Measurement, U.S., Q4 2013 During Q4 2013, spending per buyer was relatively even between smartphone and tablet – did urgency of shorter season lead to increased showrooming on smartphones? $209 $195 Smartphone Tablet
© comScore, Inc. Proprietary. 38 m-Commerce buying can see significant variation across product categories, with digital content & tickets skewing mobile Q4 2013 Share of Product Category Digital Commerce Dollar Spending by Platform for Selected Categories Source: comScore e-Commerce & m-Commerce Measurement 88% 96% 93% 90% 85% 78% 71% 8% 3% 4% 6% 11% 15% 22% 4% 1% 3% 3% 5% 7% 6% 60% 65% 70% 75% 80% 85% 90% 95% 100% Total Digital Commerce Computer Hardware Consumer Electronics Apparel & Accessories Books & Magazines Digital Content & Subscriptions Event Tickets % Desktop % Smartphone % Tablet
© comScore, Inc. Proprietary. 39 Key Takeaways • The Digital Omnivore has emerged • Americans now spend more time on mobile platforms (smartphones + mobile) than on desktop computers • The leading retail properties now see a third of their monthly audiences coming exclusively from mobile platforms • Retailers and marketers MUST have a mobile strategy, but don’t forget legacy media • Mobile search and advertising growing rapidly in importance 75  Consumers are accessing a broader variety of local content, with apps growing faster than browser  Almost 80% of mobile searches end in a purchase, with 75% occurring in-store  Spending on mobile advertising surging and now equal to banner ads • Successful multi-platform marketing can mean the difference between realizing valuable opportunities vs. suffering damaging consequences • Mobile devices have helped accelerate the movement of pricing power to the consumer • Mobile devices impacting both offline and online buying decisions • While somewhat limited, m-Commerce growing rapidly – but importance varies substantially across product categories
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Thank you! For copy of slides, please email: learnmore@comscore.com

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