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Produced by the Heartland Mobile Council
[Mobile Consumer Behavior:
The Effects of Location]
Sy Banerjee, Assistant Profes...
Table of ContentsTable of Contents
• How does the future of mobile look?
• Ubiquity: The only gap in usage
• The Nature/Di...
#MobiU2013, @twitterhandle @company
Exponential Growth: Smartphone AdoptionExponential Growth: Smartphone Adoption
Mobile Internet Traffic Growing too (1.5x)Mobile Internet Traffic Growing too (1.5x)
4
Growth of M-CommerceGrowth of M-Commerce
5
Growing Faster than Expected: The actual m-commerce in
2012 was 2.5 times the p...
BUT….
6
How Mobile Are We Across Situations?How Mobile Are We Across Situations?
7
Mobile Use By Location :Mobile Use By Location : NielsenNielsen
8
Tablet Use By Location:Tablet Use By Location: NielsenNielsen
9
• From INMOBI
Simultaneous use: what locations andSimultaneous use: what locations and
activities are mobiles used with?ac...
How Do We Multitask Mobile?How Do We Multitask Mobile? INMOBIINMOBI
11
What Aspects of Our PhysicalWhat Aspects of Our Physical
Surroundings Affect OurSurroundings Affect Our
Mobile Use?Mobile ...
The ResearchThe Research
Over 8 years
•20 + Focus Groups
•2000+ Survey Responses
•Experiments
•Structural Equation Modelin...
Place: Ceiling Height Can AffectPlace: Ceiling Height Can Affect
Information ProcessingInformation Processing
14
Time: The Task at HandTime: The Task at Hand
15
Social ContextSocial Context
16
Physical Control of the EnvironmentPhysical Control of the Environment
17
Virtual Control of the EnvironmentVirtual Control of the Environment
18
Consumer Ubiquity:Consumer Ubiquity:
Why Some Shoppers are more Mobile than othersWhy Some Shoppers are more Mobile than o...
• Banerjee and Dholakia, 2012
Mobile and situated users: locations from whichMobile and situated users: locations from whi...
What Makes Us A Mobile Spender?
21
Can the Above Research BeCan the Above Research Be
Replicated With Secondary DataReplicated With Secondary Data
for Compan...
Foursquare: secondary insights into location –Foursquare: secondary insights into location –
activity patterns of mobile u...
Where do most people check in at times square?Where do most people check in at times square?
Arts & Ent. Top ChoicesArts &...
Prime-Time Arts & Ent:Prime-Time Arts & Ent:
Foursquare Check-insFoursquare Check-ins
Are Location Based Mobile AdsAre Location Based Mobile Ads
More Effective?More Effective?
Experiment StimuliExperiment Stimuli
Results : Work related situations
• DV: Will Respond to the offer later
Strategy X Location in work situations
3.24
2.06
2...
Results : Leisure situations
• DV: Will Respond to the offer later
Strategy X Location for Nomads in Leisure
Situations
2....
Store Evaluations
3.15
3.48
2.9
3
3.1
3.2
3.3
3.4
3.5
3.6
Work Leisure
Store Evaluations
Store Evaluations
3.2
3.57
3
3.1
...
Perceptions of Usefulness of location based
ads
Usefulness
9.0353
10.5935
8
8.5
9
9.5
10
10.5
11
Private Public
Usefulness...
IMPLICATIONS?IMPLICATIONS?
• Segmentation
• Market Place
Transparency, Power
• Revenue Sharing
32
Which Stage Are We In?Which Stage Are We In?
33
Key TakeawaysKey Takeaways
To Target more Mobile
Audiences, Target
•Young, Single
•Racially Diverse/Ethnic
Populations
•Pu...
•Foursquare + Twitter: Extracting Emotions from Tweets
Emerging from different locations
Can we generate a metric for Mobi...
THANK YOUTHANK YOU
Questions?
36
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Location Behaviors by Univ. of Michigan - Flint professor, Sy Banerjee at #MobiU2013 Summit, 9/26 in Chicago

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What is all the debate on privacy about? Learn about the data that is publicly available and legal – without any hacking. By tapping into Foursquare and Twitter data, Sy Banerjee has found fascinating concrete behaviors only theorized by mobile panels at other conferences. This academic study focuses on a) What environmental aspects cause people to use the phone differently? b) What different types of user segments emerge in displaying more or less “mobile” shopping behaviors? c) How can users in each segment be characterized?

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Location Behaviors by Univ. of Michigan - Flint professor, Sy Banerjee at #MobiU2013 Summit, 9/26 in Chicago

  1. 1. Produced by the Heartland Mobile Council [Mobile Consumer Behavior: The Effects of Location] Sy Banerjee, Assistant Professor Mobile Interactive Marketing, University of Michigan Flint Twitter handle @syagnik ; Company handle @UMFlintSOM Event hashtag #MobiU2013
  2. 2. Table of ContentsTable of Contents • How does the future of mobile look? • Ubiquity: The only gap in usage • The Nature/Dimensions of Consumer Ubiquity • The Role of Big Data (Foursquare API, Twitter) • Does Location Based Advertising Work? • Key Takeaways and Implications
  3. 3. #MobiU2013, @twitterhandle @company Exponential Growth: Smartphone AdoptionExponential Growth: Smartphone Adoption
  4. 4. Mobile Internet Traffic Growing too (1.5x)Mobile Internet Traffic Growing too (1.5x) 4
  5. 5. Growth of M-CommerceGrowth of M-Commerce 5 Growing Faster than Expected: The actual m-commerce in 2012 was 2.5 times the prediction
  6. 6. BUT…. 6
  7. 7. How Mobile Are We Across Situations?How Mobile Are We Across Situations? 7
  8. 8. Mobile Use By Location :Mobile Use By Location : NielsenNielsen 8
  9. 9. Tablet Use By Location:Tablet Use By Location: NielsenNielsen 9
  10. 10. • From INMOBI Simultaneous use: what locations andSimultaneous use: what locations and activities are mobiles used with?activities are mobiles used with?
  11. 11. How Do We Multitask Mobile?How Do We Multitask Mobile? INMOBIINMOBI 11
  12. 12. What Aspects of Our PhysicalWhat Aspects of Our Physical Surroundings Affect OurSurroundings Affect Our Mobile Use?Mobile Use? 12
  13. 13. The ResearchThe Research Over 8 years •20 + Focus Groups •2000+ Survey Responses •Experiments •Structural Equation Modeling, ANOVA •Foursquare Data 13
  14. 14. Place: Ceiling Height Can AffectPlace: Ceiling Height Can Affect Information ProcessingInformation Processing 14
  15. 15. Time: The Task at HandTime: The Task at Hand 15
  16. 16. Social ContextSocial Context 16
  17. 17. Physical Control of the EnvironmentPhysical Control of the Environment 17
  18. 18. Virtual Control of the EnvironmentVirtual Control of the Environment 18
  19. 19. Consumer Ubiquity:Consumer Ubiquity: Why Some Shoppers are more Mobile than othersWhy Some Shoppers are more Mobile than others ConsumerConsumer UbiquityUbiquity PeoplePeople ControlControl PlacePlace TimeTime
  20. 20. • Banerjee and Dholakia, 2012 Mobile and situated users: locations from whichMobile and situated users: locations from which internet shopping takes placeinternet shopping takes place
  21. 21. What Makes Us A Mobile Spender? 21
  22. 22. Can the Above Research BeCan the Above Research Be Replicated With Secondary DataReplicated With Secondary Data for Companies?for Companies? 22
  23. 23. Foursquare: secondary insights into location –Foursquare: secondary insights into location – activity patterns of mobile usersactivity patterns of mobile users
  24. 24. Where do most people check in at times square?Where do most people check in at times square? Arts & Ent. Top ChoicesArts & Ent. Top Choices – Banerjee, Viswanathan, Raman and ying, 2012 MADISON SQ GARDEN 13790 (24%) MOMA 5295 (9%) Event apocalypse 5278 (9%) Regal Union Square Stadium 14 - 3882 (7%) Webster Hall 2843 (5%)
  25. 25. Prime-Time Arts & Ent:Prime-Time Arts & Ent: Foursquare Check-insFoursquare Check-ins
  26. 26. Are Location Based Mobile AdsAre Location Based Mobile Ads More Effective?More Effective?
  27. 27. Experiment StimuliExperiment Stimuli
  28. 28. Results : Work related situations • DV: Will Respond to the offer later Strategy X Location in work situations 3.24 2.06 2.36 2.93 0 0.5 1 1.5 2 2.5 3 3.5 Private Public LIS LBS F (1, 98) = 6.05,F (1, 98) = 6.05, Sig.Sig. (p) < 0.02(p) < 0.02
  29. 29. Results : Leisure situations • DV: Will Respond to the offer later Strategy X Location for Nomads in Leisure Situations 2.91 2.32 2.15 2.97 0 0.5 1 1.5 2 2.5 3 3.5 Private Public LIS LBS Strategy X Locations for Homebodies in Leisure Situations 2.12 2.94 2.53 2.2 0 0.5 1 1.5 2 2.5 3 3.5 Private Public LIS LBS F (1,211) =F (1,211) = 6.93,6.93, Sig.Sig. (p) < 0.01(p) < 0.01
  30. 30. Store Evaluations 3.15 3.48 2.9 3 3.1 3.2 3.3 3.4 3.5 3.6 Work Leisure Store Evaluations Store Evaluations 3.2 3.57 3 3.1 3.2 3.3 3.4 3.5 3.6 Private Public Store Evaluations Effects on Store Evaluations Sig.Sig. (p) < 0.04(p) < 0.04 Sig.Sig. (p) < 0.05(p) < 0.05
  31. 31. Perceptions of Usefulness of location based ads Usefulness 9.0353 10.5935 8 8.5 9 9.5 10 10.5 11 Private Public Usefulness Usefulness 8.6038 10.347 0 2 4 6 8 10 12 Work Leisure Usefulness Interaction: Location X Congruity 0 2 4 6 8 10 12 14 Incongruent Congruent PerceivedUsefulness Private Public Sig.Sig. (p) < 0.03(p) < 0.03 Sig.Sig. (p) < 0.001(p) < 0.001 Sig.Sig. (p) < 0.04(p) < 0.04
  32. 32. IMPLICATIONS?IMPLICATIONS? • Segmentation • Market Place Transparency, Power • Revenue Sharing 32
  33. 33. Which Stage Are We In?Which Stage Are We In? 33
  34. 34. Key TakeawaysKey Takeaways To Target more Mobile Audiences, Target •Young, Single •Racially Diverse/Ethnic Populations •Public Locations • Target outdoor locations or places with high ceilings with richer ads, and low ceiling indoor locations with simpler ads • Use Twitter and Foursquare API to gauge when demand/use for your product category hits its peaks at different locations 34
  35. 35. •Foursquare + Twitter: Extracting Emotions from Tweets Emerging from different locations Can we generate a metric for Mobile WOM by Store Brand? •Is AR empowering or distracting? A Cognitive Resource Perspective Working ProjectsWorking Projects
  36. 36. THANK YOUTHANK YOU Questions? 36

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