2. TABLE OF CONTENTS
1. Objectives & Key Insights
2. Mobile Device Consumer Profile
3. The Role of Mobile in Shopping
4. Mobile Ad Receptivity
5. Personas
6. Tips to Combat Showrooming
7. Path to Purchase
8. Research Methodology
4. OBJECTIVES
• Establish a profile of Smart Device purchase intenders
• Understand Mobile Media consumption for Smart Device purchase
• Measure receptiveness to Mobile Advertising
• Illustrate the path to purchase for Smart Device purchase
5. KEY INSIGHTS
• Mobile is the preferred media channel for smart electronics
information; 91% use their mobile devices to help them shop
and 42% prefer using their devices to research smart electronics
information vs. just 29% desktop/laptop research
• 77% of Smart shoppers are Mobile Showroomers; 41% find
better prices elsewhere and 37% compare products or brands
• 4 out of 5 Smart shoppers imagine mobile advertising of smart
electronics could influence their electronics purchase
• Smart shoppers are most attracted to mobile ads with deals/
promotions (56%) and rich media ads featuring new products
and product specs
7. A SMART DEVICE is an electronic device, generally
connected to other devices or network that can work to
some extent interactively and autonomously
1
1
Source: Wikipedia, “Smart Device,” Last modified October 2014
8. 3 Month Purchase Intent of
Smart Devices
Q: I am planning on shopping for or purchasing the following smart electronics within the next 3 months. Select all that apply; Base: US Smart shoppers n = 371
* denotes not necessarily a smart electronic - used for comparative purposes
48% Smartphone
43% Tablet/ Laptop Hybrid
39% Tablet
10% Smart watch
9% Portable game device*
9% Portable MP3 player*
9% Wearable health/ fitness monitor
8% Smart glasses
8% eReader
9. 15 - 17
18 - 34
35 - 54
55+ 24%
34%
41%
6%
Age
$35,746
Average Yearly Income
54% 42%
Demographic Breakdown of
SMARTPHONE SHOPPERS
15 - 17
18 - 34
35 - 54
55+ 32%
33%
30%
4%
Age
$32,587
Average Yearly Income
Demographic Breakdown of
TABLET SHOPPERS
*Tablets encompass tablets, tablet/ hybrids, eReaders
52% 44%
Base: US Smartphone shoppers n = 179; Base: US Tablet shoppers n = 265
10. Price, screen size and screen quality are the most important
factors when considering what smartphones to purchase
Q: When deciding which smartphones to purchase, what features are most important to you?
Select top 3 features; Base: US Smartphone shoppers n = 113 (See: page 13 for full chart)
11. Price, compatibility with other devices, screen size
and screen quality are the most important factors when
considering what tablets to purchase
Q: When deciding which smartphones to purchase, what features are most important to you?
Select top 3 features; Base: US Smartphone shoppers n = 184 (See: page 13 for full chart)
Tablet shoppers are 58% more concerned about
device compatibility than smartphone owners,
likely because smartphones are already
consumers’ primary devices
!
Smartphone shoppers are 34% more interested
in device camera quality and features than
tablet shoppers, likely because their smartphones
are always with them and are often used in lieu of
actual cameras
13. Users on InMobi’s network spend
3.6 hours consuming mobile media per day
Print
0.9 hr
Radio
1.5 hr
Computer
1.9 hr
TV
2.2 hr
Mobile
3.6 hr
The average mobile web user in
the US consumes more mobile
media than any other type
10.1 HOURS
of media per day
Source: US Mobile Media Consumption Study, InMobi, Feb 2014
Base: US Mobile Internet Users, n = 1012
14. Sites and apps Smart
Shoppers frequent
69% 56% 54%
50%
44%
17%
49% 48%
41%
17%
32%
Games Weather
Social
Media
Utilities
Entertain-
ment
Fitness
Chat/
Messaging
News
Shopping Sports
FinanceQ: What types of applications or web content do you access regularly (at least weekly) on your mobile devices?
Select all that apply; Base: US Smart shoppers n = 305 (See: page 17 for additional chart)
Smart shoppers frequently
access sites and apps on
their mobile devices
* at least
weekly
15. Mobile phones
Desktop PC or laptop
In person at a physical store location
Tablets
Talking with co-workers
Talking with friends or family
TV
Print (Magazines and newspapers)
6%
10%
12%
14%
27%
31%
31%
40%
5%
11%
13%
13%
25%
23%
31%
51%
Most Preferred Media Channels for Smart
Electronics Research
Mobile surpasses online
and in-store research for
electronics information
Q: How do you typically research information about smart electronics? Select top 2 sources;
Base: US Smartphone shoppers n = 179 Base: US Tablet shoppers n = 265
16. 77% of Smart Shoppers
are Mobile Showroomers
Top Showrooming Habits of Wearable Shoppers
41%
Select all that apply. When I shop for smart electronics while at physical store locations,
I use my mobile devices to…; Base: US Smart shoppers n = 371
37%
33%
30%
26%
23%
Find better prices
Compare products or brands
Read consumer reviews
Ask friends/ family for advice
Research brand information
Look for general info & tips
Change Image
18. Smartphone shoppers have high
expectations for mobile ads
87%
86%
83%
82%
86%
63%
Introduce you to something new . . .
Provide you with better options . . .
Help you find something nearby . . .
Influence your purchase . . .
Provide the best deals for you…
Influence you to switch brands …
Do you imagine mobile advertising of
Smart electronics could...
Q: Do you imagine mobile advertising of Smart electronics could…; Base: US Smartphone shoppers n = 179
19. Tablet shoppers also have high
expectations for mobile ads
91%
87%
84%
84%
89%
62%
Provide you with better options . . .
Provide the best deals for you . . .
Influence your purchase . . .
Help you find something nearby . . .
Introduce you to something new . . .
Influence you to switch brands …
Do you imagine mobile advertising of
Smart electronics could...
Q: Do you imagine mobile advertising of Smart electronics could...;
Base: US Tablet shoppers n = 265
22. Male vs. Female Smartphone Shoppers
Top Features
Base: US Male smartphone shoppers n = 96; Base: US Female smartphone shoppers n = 76
Income: $41,844
Age: 36
Income: $29,015
Age: 40
Mobile is the most preferred media channel for
smart electronic information consumption for
both male and female smartphone shoppers
!
Women prefer mobile phone research 17% more
than their male counterparts and are 24% more
likely to learn about electronics through talking
with friends or family than male shoppers
!
Although about one-third of both male and
female shoppers own tablets, male shoppers are
nearly 3x as likely to research electronics
information on their tablets than female shoppers
Information Consumption & Research
!
Male and female smartphone shoppers both rank price, screen size
and quality, and ability to multitask as the three most important
factors influencing purchase decision; however, female shoppers are
more price conscious, valuing price 27% higher than male shapers
Ad Preference
New products/ specs
Promotions/ deals
Rich media
38%
37%
31%
Rich media
Promotions/ deals
Save to view later
60%
39%
39%
Message Association
I love to travel
I depend on
electronics to make
me efficient in life
and save me time
48% 50%
24. Millennial vs. Baby Boomer Smartphone Shoppers
Top Features
Age: 30 Age: 55
Both Millennials and Boomers prefer mobile
phones to other other media channels for
electronics information consumption. Millennials,
in particular, prefer mobile phones (68%) vs. just
23% in person at a physical store location and
20% via desktop/ laptop. 48% of Boomers prefer
mobile phones vs. 40% desktop./ laptop and 31%
in person at a physical store location.
!
Millennials are most likely to use their mobile
devices to compare prices (41%) and compare
brands (34%) or products (33%). Boomers prefer
to research deals (40%) and user reviews (40%).
Information Consumption & Research
Ad Preference
Rich media
Promotions/ deals
New products/ specs
48%
42%
41%
New products./ specs
Promotions/ deals
Store locator
65%
44%
39%
Message Association
I love to travel38% 43%
M B
Device compatibility
Price
Screen size and quality
51%
34%
24%
Wireless compatibility
Price
Screen size and quality
38%
37%
30%
M B
M
M
B
B
I depend on
electronics to make
me efficient in life
and save me time
Income: $38,584 Income: $38,674
Base: US Millennial smartphone shoppers n = 43;
Base: US Baby Boomer smartphone shoppers n = 44
26. THANK YOU
REACH US AT:
insights@inmobi.com
www.inmobi.com/insights
FOLLOW US ON:
twitter @inmobi
!
facebook.com/inmobi
!
linkedin.com/company/inmobi
!
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