how mobile natives
discover products
07.18.13
all rights reserved | 2013
dscout is a cutting-edge
research platform built for
a mobile and social world.
all rights rese...
all rights reserved | 2013
We thought a good way to
understand consumer trends
would be to study what
millennials bought, ...
all rights reserved | 2013
93%
Used facebook in
the last week.
Talking
Texting
Emailing
Takeing pics
On social media
Web b...
all rights reserved | 2013
We call our recruits scouts. In
this particular study, we also
call them mobile natives.
66%
Wo...
all rights reserved | 2013
Scouts downloaded our
free app and used it to
document five product
purchases apiece. Scouts
com...
all rights reserved | 2013
In total, scouts shared
1,183 purchases.
all rights reserved | 2013
all rights reserved | 2013
This is a Jose Eber clipless curling iron. Pardon my vanity
with this product, but this Iron is...
all rights reserved | 2013
For each purchase, we asked
scouts a series of questions to
help us understand:
// where it was...
all rights reserved | 2013
our mobile native scouts bought...
all rights reserved | 2013
all rights reserved | 2013
N =
1183
purchases
136food items
11eyeglasses
11phones
71shoes
7cars
6soaps
29alcoholic drinks
...
all rights reserved | 2013
Thinking about your first encounter
with this find, did it happen on a...
5%
Phone
4%
Tablet
31%
...
all rights reserved | 2013
Which of the following things do you
think influenced you to buy this?
in store
friend
ecommerce...
all rights reserved | 2013
so that’s what we didn’t see. what did we see?
all rights reserved | 2013
all rights reserved | 2013
Is is a 50 mil macro lens made by Canon. I
work as a photographer and I love
building my collec...
all rights reserved | 2013
I bought a new concealer. The one I've been
using has not been working well ... I heard this
on...
all rights reserved | 2013
This chair is an exact replica of a chair from a
company called arhaus that cost $1600. This on...
all rights reserved | 2013
This is a Vince Camuto Scarf from
Dillard's. I found this scarf and
immediately realized that I...
all rights reserved | 2013
Brittany W
Chicago, IL
Brittany B
Beaverton, OR
Melinda W
Naperville, IL
Davlyn T
Chicago, IL
W...
all rights reserved | 2013
Seek
A laser-focused mission to acquire something
specific, right down to knowing the brand and
...
all rights reserved | 2013
Sift
A deliberate search for an item
in a particular product category,
when requirements are cl...
all rights reserved | 2013
Sift 24%Seek 24%
A sudden recollection that
you’d meant to purchase
something, only remembered
...
all rights reserved | 2013
Sift 24%Seek 24% Stumble 26.6%A classic impulse purchase. See it, love it, buy it.
all rights reserved | 2013
Seek StumbleSift Surface25% 24.6% 23.6% 26.6%
all rights reserved | 2013
back of mind
narrow aperture
broad aperture
top of mind
Stumble Sift
Surface Seek
Overall, we s...
all rights reserved | 2013
Seek StumbleSift Surface
48%
52%
digital
physical
54%
46%
digital
physical
60%
40%
digital
phys...
all rights reserved | 2013
65%
53%
33%
22%Seek
Sift
Surface
Stumble
% OF PURCHASES MADE WITHIN HOURS OF FIRST ENCOUNTER
To...
all rights reserved | 2013
clothing fashion accessories food and dining
tech accessories sports & fitness
shoes & bags
top ...
all rights reserved | 2013
SOURCES THAT INFLUENCED YOUR PURCHASE
Seek StumbleSift Surface
Scouts also named a few influence...
all rights reserved | 2013
SOURCES THAT INFLUENCED YOUR PURCHASE
Seek StumbleSift Surface
store
friend
ecommerce
chance en...
all rights reserved | 2013
SOURCES THAT INFLUENCED YOUR PURCHASE
Seek StumbleSift Surface
friend
store
ecommerce
other
blo...
all rights reserved | 2013
Do people seek out or sift
through electronics — or any
category, for that matter —
because of ...
all rights reserved | 2013
Any way we slice it, online
media (including phones) don’t
have a huge impact on back-of-
mind ...
all rights reserved | 2013
That said, the emergence of
planned stumbling (via curated
product subscriptions) is
beginning ...
all rights reserved | 2013
A great number of purchases are
socially mediated, though not
necessarily by online social netw...
all rights reserved | 2013
We also suspect that an
enormous number of discoveries
do not touch the Internet at all.
In oth...
all rights reserved | 2013
thanks.
sign up for a free trial at dscout.com
email us at info@dscout.com
or call 312.880.9715
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How Millinenials discover new products

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Debunking myths about how millennials discover new products from a groundbreaking mobile study of 1183 purchases.

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How Millinenials discover new products

  1. 1. how mobile natives discover products 07.18.13
  2. 2. all rights reserved | 2013 dscout is a cutting-edge research platform built for a mobile and social world. all rights reserved | 2013
  3. 3. all rights reserved | 2013 We thought a good way to understand consumer trends would be to study what millennials bought, capturing new consumers and new products in one go. + millennials new products they discover all rights reserved | 2013
  4. 4. all rights reserved | 2013 93% Used facebook in the last week. Talking Texting Emailing Takeing pics On social media Web browsing Gaming 26% 68% 72% 52% 76% 86% 46% I AM CONSTANTLY 100% Smartphone owners So we recruited 246 millennials who relied heavily on their smartphones for a variety of tasks. all rights reserved | 2013
  5. 5. all rights reserved | 2013 We call our recruits scouts. In this particular study, we also call them mobile natives. 66% Women 62% Employed full time average age 26 average income 66k all rights reserved | 2013
  6. 6. all rights reserved | 2013 Scouts downloaded our free app and used it to document five product purchases apiece. Scouts completed their mission between 05.07.13 & 05.12.13. all rights reserved | 2013
  7. 7. all rights reserved | 2013 In total, scouts shared 1,183 purchases. all rights reserved | 2013
  8. 8. all rights reserved | 2013 This is a Jose Eber clipless curling iron. Pardon my vanity with this product, but this Iron is amazing. I have stick straight hair that has never held a curl no matter what. With all the amazing photos of long gorgeous curls on pinterest, i longed for that look. I have been looking for a good curling iron that could give me curls that would stay all day without the use of hair products. I tried just about everything. I asked me friend who is a hairdresser what she recommend an she said to get a professional clip-less iron. I did some research Online and found the best priced clip less curling iron with the highest consumer rating. This iron appealed to me because it reached a very high temperature (that's why it is considered professional), and did not have the clip (makes the iron quicker and more versatile) that traditional curling irons have. Amber D Houston, TX This is one such purchase. all rights reserved | 2013
  9. 9. all rights reserved | 2013 For each purchase, we asked scouts a series of questions to help us understand: // where it was first encountered // how much time elapsed between discovery and purchase // purchase influences // reason for purchasing // place of purchase Afterwards, we tagged our data rigorously to reflect product category and purchase method.
  10. 10. all rights reserved | 2013 our mobile native scouts bought... all rights reserved | 2013
  11. 11. all rights reserved | 2013 N = 1183 purchases 136food items 11eyeglasses 11phones 71shoes 7cars 6soaps 29alcoholic drinks 148electronics 3manicures 1set of juggling knives 31bags 1kayak
  12. 12. all rights reserved | 2013 Thinking about your first encounter with this find, did it happen on a... 5% Phone 4% Tablet 31% Computer 60% Offline The first thing we noticed? Phones were almost entirely absent from the discovery process. all rights reserved | 2013
  13. 13. all rights reserved | 2013 Which of the following things do you think influenced you to buy this? in store friend ecommerce store chance encounter an article a blog/ forum advertising social network nothing really classified other 14% 1% 4% 6% 7% 10% 10% 12% 18% 23% 39% While “friends” were perceived as hugely influential by our scouts, that did not extend to social networks. all rights reserved | 2013
  14. 14. all rights reserved | 2013 so that’s what we didn’t see. what did we see? all rights reserved | 2013
  15. 15. all rights reserved | 2013 Is is a 50 mil macro lens made by Canon. I work as a photographer and I love building my collection equipment. Plus macro lens are awesome! I've always known about this lens, I just needed to save up enough to purchase it. First time I came across it was on a friend's camera. I learned more about the lens from playing with it hands on and researching it online. Brittany W Chicago, IL photography love all rights reserved | 2013
  16. 16. all rights reserved | 2013 I bought a new concealer. The one I've been using has not been working well ... I heard this one looks really natural and won't make you break out because it's skin clearing. I looked through all of the different concealers at target. I was worried that a lot of the drugstore brands would look cakey. I read the packaging on about five different concealers before choosing this one. I think I gravitated towards neutrogena because thy are a skin care brand (I've seen many skin care commercials for neutrogena). concealer Brittany B Beaverton, OR all rights reserved | 2013
  17. 17. all rights reserved | 2013 This chair is an exact replica of a chair from a company called arhaus that cost $1600. This one was $225. I'm not kidding. I just love it. It can literally be put in any room and instantly make it pop. It's cozy and has a high back and a feel seat and who doesn't love the nail heads all over it!!!! I just can't live without it. I have been looking for a chair for our guest room foreeeeeever. Nothing crazy just simple and my friend saw this one and sent me a pic immediately and I went and picked it up!!! the most amazing chair. all rights reserved | 2013 Melinda W Naperville, IL
  18. 18. all rights reserved | 2013 This is a Vince Camuto Scarf from Dillard's. I found this scarf and immediately realized that I had to have it. It a really pretty light fabric that is wearable for the Spring and Summer ( in contrast to the number of of thicker scarves I have to survive the Chicago winters)... I purchased this on a whim while shopping for a dress. a practical splurge Davlyn T Chicago, IL all rights reserved | 2013
  19. 19. all rights reserved | 2013 Brittany W Chicago, IL Brittany B Beaverton, OR Melinda W Naperville, IL Davlyn T Chicago, IL We chose these examples for a reason. Each typifies one of four modes of product discovery.
  20. 20. all rights reserved | 2013 Seek A laser-focused mission to acquire something specific, right down to knowing the brand and model in advance. 25%
  21. 21. all rights reserved | 2013 Sift A deliberate search for an item in a particular product category, when requirements are clear but the landscape of available options isn’t. 24.6%
  22. 22. all rights reserved | 2013 Sift 24%Seek 24% A sudden recollection that you’d meant to purchase something, only remembered after encountering that thing by chance. Surface 23.6%
  23. 23. all rights reserved | 2013 Sift 24%Seek 24% Stumble 26.6%A classic impulse purchase. See it, love it, buy it.
  24. 24. all rights reserved | 2013 Seek StumbleSift Surface25% 24.6% 23.6% 26.6%
  25. 25. all rights reserved | 2013 back of mind narrow aperture broad aperture top of mind Stumble Sift Surface Seek Overall, we see two dimensions underlying our modes of discovery. One is aperture, which is the specificity of a search. The other is mindfulness, which is the awareness of searching. For instance, our “Seek” mode is top of mind and narrow aperture — meaning, a deliberate search for a specific product. all rights reserved | 2013
  26. 26. all rights reserved | 2013 Seek StumbleSift Surface 48% 52% digital physical 54% 46% digital physical 60% 40% digital physical 74% 26% digital physical FIRST ENCOUNTER = DIGITAL / PHYSICAL Top of mind discoveries were much more likely to have had a digital inception. all rights reserved | 2013
  27. 27. all rights reserved | 2013 65% 53% 33% 22%Seek Sift Surface Stumble % OF PURCHASES MADE WITHIN HOURS OF FIRST ENCOUNTER Top of mind discoveries were less likely to have had a short gestation period. all rights reserved | 2013
  28. 28. all rights reserved | 2013 clothing fashion accessories food and dining tech accessories sports & fitness shoes & bags top of mind all or nothing back of mind home & garden health & wellness Not all product categories exhibit the same discovery patterns. For instance, clothing purchases are usually surfaced or stumbled — that is to say, back of mind. In contrast, electronics are usually sought or sifted — that is, top of mind. A few categories, like shoes, tend to be stumbled or sought in equal measure. Seek Stumble Sift Surface electronics all rights reserved | 2013
  29. 29. all rights reserved | 2013 SOURCES THAT INFLUENCED YOUR PURCHASE Seek StumbleSift Surface Scouts also named a few influences for each purchase. friend store ecommerce other blog/forum article/review ad social site chance nothing classified 1% 5% 8% 8% 10% 13% 13% 16% 21% 23% 30% store friend ecommerce other article/review blog/forum chance encounter ad social site nothing classified 2% 3% 6% 8% 10% 14% 15% 16% 25% 28% 30% store friend ecommerce chance encounter other blog/forum article/review social site ad nothing classified 3% 5% 5% 5% 8% 10% 11% 13% 18% 18% 46% store friend chance encounter other ecommerce ad social site article/review blog/forum nothing classified 0% 4% 4% 6% 6% 7% 8% 12% 16% 17% 58% all rights reserved | 2013
  30. 30. all rights reserved | 2013 SOURCES THAT INFLUENCED YOUR PURCHASE Seek StumbleSift Surface store friend ecommerce chance encounter other blog/forum article/review social site ad nothing classified 3% 5% 5% 5% 8% 10% 11% 13% 18% 18% 46% store friend chance encounter other ecommerce ad social site article/review blog/forum nothing classified 0% 4% 4% 6% 6% 7% 8% 12% 16% 17% 58% Mostly, scouts characterized (physical) stores and friends as influential — social sites, not so much. store friend ecommerce other article/review blog/forum chance encounter ad social site nothing classified 2% 3% 6% 8% 10% 14% 15% 16% 25% 28% 30%friend store ecommerce other blog/forum article/review ad social site chance nothing classified 1% 5% 8% 8% 10% 13% 13% 16% 21% 23% 30% all rights reserved | 2013
  31. 31. all rights reserved | 2013 SOURCES THAT INFLUENCED YOUR PURCHASE Seek StumbleSift Surface friend store ecommerce other blog/forum article/review ad social site chance nothing classified 1% 5% 8% 8% 10% 13% 13% 16% 21% 23% 30% store friend ecommerce other article/review blog/forum chance encounter ad social site nothing classified 2% 3% 6% 8% 10% 14% 15% 16% 25% 28% 30% store friend ecommerce chance encounter other blog/forum article/review social site ad nothing classified 3% 5% 5% 5% 8% 10% 11% 13% 18% 18% 46% store friend chance encounter other ecommerce ad social site article/review blog/forum nothing classified 0% 4% 4% 6% 6% 7% 8% 12% 16% 17% 58% ecommerce sites seemed to help most when scouts already had a fairly clear idea of what they wanted to purchase. all rights reserved | 2013
  32. 32. all rights reserved | 2013 Do people seek out or sift through electronics — or any category, for that matter — because of some fundamental aspect of electronics, or because that’s the way the electronics industry targets customers? We don’t know. But we know you should be thinking about it. takeaways 1 electronics all rights reserved | 2013
  33. 33. all rights reserved | 2013 Any way we slice it, online media (including phones) don’t have a huge impact on back-of- mind modalities like stumbling and surfacing. In other words, the Internet isn’t great at facilitating discovery. takeaways 60% 40% digital physical 74% 26% digital physical 2(a) StumbleSurface all rights reserved | 2013
  34. 34. all rights reserved | 2013 That said, the emergence of planned stumbling (via curated product subscriptions) is beginning to change the landscape of online discovery. takeaways This is a dual lip and cheek stain pencil by Mirenesse. It's a great product! It's a bright, bold, long lasting color...I loved it so much that I ordered a second color a few days after trying this one out. I received this as a sample in my monthly Birchbox subscription. It came with a card describing how to use it, and Birchbox also posts great tutorials on many of their product pages... 2(b) all rights reserved | 2013
  35. 35. all rights reserved | 2013 A great number of purchases are socially mediated, though not necessarily by online social networks. takeaways 3 friend social site 8% 30% friend social site 6% 28% friend social site 5% 18% friend social site 6% 17% all rights reserved | 2013
  36. 36. all rights reserved | 2013 We also suspect that an enormous number of discoveries do not touch the Internet at all. In other words, our digital metrics aren’t really measuring them. takeaways 4 back of mind Surface Stumble all rights reserved | 2013
  37. 37. all rights reserved | 2013 thanks. sign up for a free trial at dscout.com email us at info@dscout.com or call 312.880.9715

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