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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

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

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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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  • kahuthujeff

    Jun. 28, 2013

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

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