The Largest IndependentMobile Ad NetworkMobile in Retail:Kenya
The Largest IndependentMobile Ad NetworkMobile in Retail:Kenya
bite-sized mobile research•    Independent mobile research     specialist – providing effective and     actionable researc...
RESEARCH METHODOLOGY                   MOBILE                   SAVVY                   USERS                            …...
DEMOGRAPHICS OF 503 RESPONDENTS         GENDER                                                          AGE  50%      50% ...
SEARCH-ANDISING     … AUGMENTING YOUR SHOPPING     EXPERIENCE WITH A MOBILE DEVICE                                       P...
MOSTLY TAKING PLACE IN SUPERMARKETS ANDCONVENIECNE STORES, BUT NOT LIMITED TO THEM…                            34% SPECIAL...
PRE-SHOPPING MOBILE SEARCHESHOOK THEM FROM THE START…          69%                 68%                 67%                ...
SEO IMPERITIVE FOR MOBILE                            AS IS A                            MOBILE                            ...
HIGHER INCOME EARNERS ARE MORE LIKELYTO SEARCH-ANDISE ON LARGE ITEMS   CARS & BIKES       11% MORE LIKELY   ELECTRONICS...
BEYOND SIMPLE PRODUCT SEARCH…                    41%               Scan the product                code to find out       ...
FEMALE YOUTHS ARE 10% MORELIKELY TO CONDUCT PRICECOMPARISONS THAN MALE YOUTHS… 50% 45% 40% 35% 30% 25% 20% 15% 10%  5%  0%...
MOST USEFUL MOBILE CONTENT…   46% PRODUCT                   34% INFORMATION ABOUT   INFORMATION & AVAILABILITY    SALES & ...
SHOWCASE YOUR PRODUCTS                Leverage the power of HTML5 to                bring your products to life           ...
STORE LOCATOR AND OPEN HOURS                Make it easy for users to find you                by integrating a store locat...
8% WANT OFFICIAL RETAILER APPS…                BEST PRACTISE RETAIL APPS:                     PAPERLESS RECEIPTS         ...
WEALTHY CONSUMERS WANT TOCONDUCT PRICE COMPARISIONS 8%MORE THAN LOWER INCOMECONSUMERSAND WANT RICH MEDIA PRODUCTPHOTOS 4% ...
WHY WOULD YOU SHARE YOURLOCATION?        Share your shopping                   experience                                 ...
TRUE GEO-TARGETTING NOT A REALITY…YET!                             COUNTRY LEVEL                             CITY LEVEL ...
CONSUMERS ARE EXCITED ABOUTMOBILE COUPONS…                         6%                       Bad idea                      ...
USERS ARE POSITIVE ABOUT MOBILERETAIL ADVERTISING                                         Worse            BetterFind prod...
POST-SHOPPING MOBILEBEHAVIOR Any post-shopping mobile activity                  82%      Message your friends with recomme...
WHAT DRIVES YOU TO RETAILER?    0%                 10%           20%        30%               40%                  50%    ...
FRIENDS TRUST EACH OTHER!   MOBILE (34%) + SOCIAL (42%) = 76%   FACILITATE SOCIAL THROUGH MOBILE   SUPER COST EFFECTIVE...
HOW ARE INTERNATIONAL RETAILERSUSING MOBILE?                                  PAGE 24
GROCERY SHOPPING USINGCONSUMERS MOBILE DEVICES WHILECOMMUTING                                 PAGE 25
STARBUCKS:MOBILE AUGMENTEDREALITY, DRIVES SALES ANDAPP DOWNLOADS                            PAGE 26
MOBILE CONTENT, IS IT REALLYALL ABOUT CPC?                               PAGE 27
Thank You!For more information, please contact:Daryn SmithHead of Marketing, Africadaryn.smith@inmobi.comTwitter: @InMobiA...
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Mobile Marketing in Retail - Kenya findings

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How shoppers are using their Mobile devices to augment their shopping experience in Kenya.

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  • WHAT IS SEARCH-ANDISING?AUGMENTING / USING YOUR MOBILE DEVICE TO HELP YOUR SHOPPING EXPERIENCE
  • SEARCH-ANDISING OCCURS ACROSS ALL TYPES OF RETAILERS.INTERESTING TO SEE EVEN STREET TRADERS – CONSUMERS ARE COMPARING PRODUCT PRICES WITH LARGER RETAILER OR CHECKINGTHEIR AVAILABILITY. OR LOOKING FOR INGRIDIENTS IN PRODUCTS SUCH AS BEAUTY PRODUCTS, FOOD STUFFS
  • WHEN THEY SEARCH BEFORE THEY SHOP – THIS IS THE TIME TO HOOK THEM, THEY ARE ALREADY KEEN!
  • SEARCH ENGINE OPTIMISATION – REALLY IMPORTANT FOR MOBILENO ONE GOES TO THE SECOND PAGE – OFTEN MOBILE NETWORK IS SLOW, SCREEN IS SMALLMOBILE WEBSITE IS SUPER IMPORTANT – CAN’T JUST USE EXISTING WEBSITEAND YOUR NORMAL SITE, BUT REDIRECT TO MOBI SITE IF YOU HAVE ONE BY NOTICING WHAT DEVICE IS ON THE SITE.
  • WE ASKED – WHAT CONTENT WOULD YOU FIND MOST USEFUL ON A MOBILE DEVICE TO AUGMENT YOUR SHOPPING EXPERIENCE
  • IS THIS HOW THEY BECAME WEALTHY?WEALTHY PEOPLE ARE MORE LIKELY TO HAVE SMARTPHONES, AND THEREFORE WANT RICH MEDIA PRODUCT PHOTOS
  • WHAT INCENTIVE WOULD MAKE YOU SHARE YOUR LOCATION WHILE SHOPPINGTO GET DISCOUNTS – THIS IS GROWING, AND RETAILERS SHOULD START PLAYING IN THIS AREA.WANT TO BRAG, SHOW THEIR FRIENDS WHERE THEY ARENICHE GROUP THAT WANT TO BECOME THE MAYOR X FOR EXAMPLE
  • YOU NEED TO START PLAYING WITH MOBILE VOUCHERS.CONSUMER IS IN STORE, ABOUT TO BUY A NEW FRIDGE, GOES ONTO MOBILE TO COMPARE PRODUCT SPECS, SEES AN AD FOR COMPETITOR STORE WITHA MOBILE VOUCHER FOR 10% OFF – THEY ARE GOING TO GO TO COMPETITOR
  • POST PURCHASE – VERY IMPORTANT PERIOD – INFLUENCES FUTURE PURCHASING = post purchase dissonanceYOU CAN EITHER WIN future CUSTOMERS NOW OR LOOSE THEMIf you have provided a bad experience – do not encourage this as it will affect future consumers decisions.
  • TV ADS AND NEWSPAPER ADS (THINK PULL OUTS) STILL DRIVE A LOT OF FEET TO RETAILERSSOCIAL MEDIA IS PLAYING MAJOR PART THOUGH – AND MOST SOCIAL MEDIA IS THROUGH A MOBILE
  • SO IF YOU MARRY MOBILE AND SOCIAL YOU GET A 68% PULL TO GET FEET INTO YOUR RETAIL OUTLETFRIENDS TRUST EACH OTHERYOU NEED TO FACILIATE THEM SHARING THEIR GOOD EXPERIENCE THROUGH THEIR MOBILE ON SOCIAL NETWORKSVERY COST EFFECTIVE WHEN COMPARED TO TV AND PRINT ADSTHINGS LIKE – GIVE FULL BRAND EXPERIENCE (ITALIAN COFFEE WHEN BUYING ITALIAN SUIT), PUT UP POSTERS WITH TWITTER AND FACEBOOK DETAILS
  • IN CHINA – VERY BUSY NATION, HATES SHOPPING.IN STATIONS – THEY HAVE PUT UP POSTERS THAT LOOK LIKE SHELVES, USERS SCAN USING RETAILER APP, GET DELIVERY
  • IN STARBUCKS AT VALENDTINES DAYTHEY MADE SPECIAL CUP – WHEN YOU POINTED YOUR CAMERA AT CUP USING STARBUCKS APP THEN IMAGES CAME OUT OF CUPYOU COULD THEN SEND VALENTINES CARD – SO VIRAL TOOCONSUMERS CAME TO STORE JUST TO BUY COFFEE TO BE ABLE TO SEE COOL AUGEMENTED REALITY – SO DROVE SALESALSO DROVE DOWNLOADS OF APPS, AND THEN THEY COULD PUSH PROMOS, TRACK PURCHASE (FOR LOYALTY) AND ALL OTHER ITEMS THAT WE LISTED EARLIER UNDER WHAT PEOPLE WANT
  • THE 2012 MARKETING BUZZ IS ALL ABOUT CONTENTMobile device is perfect to receive contentDO ALL CAMPAIGNS HAVE TO HAVE BE CPC – LEAD TO QUERIES AND CONVERSIONS?NO – BRANDS NEED TO THINK ABOUT THE BIGGER PICTUREINSTEAD OF SPENDING ON A FULL PAGE AD IN A MAG, THEY SHOULD USE THAT TO PRODUCE CONTENT THEMSELVESTHEN USE MOBILE ADS AND ONLINE ADS TO DRIVE PEOPLE TO THAT CONTENTNEXT TIME I’M IN THE MARKET FOR X THEN I AM LOYAL TO COMPANY THAT GAVE ME CONTENT
  • Mobile Marketing in Retail - Kenya findings

    1. 1. The Largest IndependentMobile Ad NetworkMobile in Retail:Kenya
    2. 2. The Largest IndependentMobile Ad NetworkMobile in Retail:Kenya
    3. 3. bite-sized mobile research• Independent mobile research specialist – providing effective and actionable research insights via mobile• Tailored, high-quality and rapid- turnaround approach• Highly experienced team with extensive regional credentials over past 12+ years• Deep expertise in research insights: – Research design & execution – Sophisticated analytics• Powerful research platform: – Ability to deploy very rapidly and flexibly PAGE 2
    4. 4. RESEARCH METHODOLOGY MOBILE SAVVY USERS … including native apps & mobile websites. PAGE 3
    5. 5. DEMOGRAPHICS OF 503 RESPONDENTS GENDER AGE 50% 50% 15-19FEMALE MALE 19% 20-24 47% MOBILE 25-34 26% SAVVY USERS 7% 35+ 1% Prefer not to answer Tier 1: Greater Nairobi Tier 2: CITY TIER Eldoret, Kisumu, Mombassa, Nakuru, Nyeri Tier 3: Other City or Town Tier 4: Small town or village 29% 35% 11% 23% 2% Tier 1 Tier 2 Tier 3 Tier 4 Prefer not to answer PAGE 4
    6. 6. SEARCH-ANDISING … AUGMENTING YOUR SHOPPING EXPERIENCE WITH A MOBILE DEVICE PAGE 5
    7. 7. MOSTLY TAKING PLACE IN SUPERMARKETS ANDCONVENIECNE STORES, BUT NOT LIMITED TO THEM… 34% SPECIALITY 65% SUPERMARKET31% MALL/DEPARTMENT STORE 29% STREET TRADER 6 PAGE
    8. 8. PRE-SHOPPING MOBILE SEARCHESHOOK THEM FROM THE START… 69% 68% 67% 46% 44% 33%Electronics or appliances Regular fashion items Luxury goods Restaurants / Bars Cars or bikes Groceries (e.g. clothing, accessories, jewellery, etc.) PAGE 7
    9. 9. SEO IMPERITIVE FOR MOBILE AS IS A MOBILE WEBSITE…. OR A REDIRECT FROM YOUR WEBSITE… PAGE 8
    10. 10. HIGHER INCOME EARNERS ARE MORE LIKELYTO SEARCH-ANDISE ON LARGE ITEMS CARS & BIKES  11% MORE LIKELY ELECTRONICS & APPLIANCES  10% MORE LIKELY RESTAURANTS AND BARS  6% MORE LIKELY PAGE 9
    11. 11. BEYOND SIMPLE PRODUCT SEARCH… 41% Scan the product code to find out more information online 31% Track shopping 44% PRICE list & expenses COMPARISONS 37% TAKE 20% PICTURES & ASK Take pictures FOR FRIENDS For own OPINION consideration PAGE 10
    12. 12. FEMALE YOUTHS ARE 10% MORELIKELY TO CONDUCT PRICECOMPARISONS THAN MALE YOUTHS… 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Male Youth Female Youth PAGE 11
    13. 13. MOST USEFUL MOBILE CONTENT… 46% PRODUCT 34% INFORMATION ABOUT INFORMATION & AVAILABILITY SALES & PROMOTIONSALSO:CUSTOM SHOPPING LIST (30%), COMPARISION SHOPPING(19%), CUSTOMER REVIEWS (18%), IN-STORE PRODUCT LOCATIONS(13%) PAGE 12
    14. 14. SHOWCASE YOUR PRODUCTS Leverage the power of HTML5 to bring your products to life • 23% of consumers would like to see more product info or photos through their mobile to aid them in their shopping experience Creative Options: • Feature key items from a promotion or new collection • Scrolling product catalogues • 3D product modeling PAGE 13
    15. 15. STORE LOCATOR AND OPEN HOURS Make it easy for users to find you by integrating a store locator • 9% of consumers would like to see store hours and directions on their mobile to aid them in their shopping experience PAGE 14
    16. 16. 8% WANT OFFICIAL RETAILER APPS… BEST PRACTISE RETAIL APPS:  PAPERLESS RECEIPTS  GIFT CARDS  LOYALTY  PRODUCT CATALOGUE  PROMOTIONS PAGE 15
    17. 17. WEALTHY CONSUMERS WANT TOCONDUCT PRICE COMPARISIONS 8%MORE THAN LOWER INCOMECONSUMERSAND WANT RICH MEDIA PRODUCTPHOTOS 4% MORE… PAGE 16
    18. 18. WHY WOULD YOU SHARE YOURLOCATION? Share your shopping experience 84% with your friends through social networks Receive instant discounts/offers from retail stores in the 73% vincinity Improve my status on social networks 68% (e.g. Foursquare) PAGE 17
    19. 19. TRUE GEO-TARGETTING NOT A REALITY…YET!  COUNTRY LEVEL  CITY LEVEL PAGE 18
    20. 20. CONSUMERS ARE EXCITED ABOUTMOBILE COUPONS… 6% Bad idea 9% Doesn’t matter either 85% Great idea! PAGE 19
    21. 21. USERS ARE POSITIVE ABOUT MOBILERETAIL ADVERTISING Worse BetterFind products that match your interest 12% 88% Introduce you to the latest trends 12% 88% Get the best price/deals for you 14% 86% Decide the best brand for you 27% 73% PAGE 20
    22. 22. POST-SHOPPING MOBILEBEHAVIOR Any post-shopping mobile activity 82% Message your friends with recommendations related to your 58% shopping experience Share your shopping experience 49% through social networksPost pictures of your purchases on 20% social media sites or apps PAGE 21
    23. 23. WHAT DRIVES YOU TO RETAILER? 0% 10% 20% 30% 40% 50% Online Mobile Social Media 18% 34% 42% Outdoor displays Newspaper & magazine 18% 42% TV 47%Sample size: n = 501 PAGE 22
    24. 24. FRIENDS TRUST EACH OTHER! MOBILE (34%) + SOCIAL (42%) = 76% FACILITATE SOCIAL THROUGH MOBILE SUPER COST EFFECTIVE! PAGE 23
    25. 25. HOW ARE INTERNATIONAL RETAILERSUSING MOBILE? PAGE 24
    26. 26. GROCERY SHOPPING USINGCONSUMERS MOBILE DEVICES WHILECOMMUTING PAGE 25
    27. 27. STARBUCKS:MOBILE AUGMENTEDREALITY, DRIVES SALES ANDAPP DOWNLOADS PAGE 26
    28. 28. MOBILE CONTENT, IS IT REALLYALL ABOUT CPC? PAGE 27
    29. 29. Thank You!For more information, please contact:Daryn SmithHead of Marketing, Africadaryn.smith@inmobi.comTwitter: @InMobiAfrica PAGE 28

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