1. Mobile Marketing Association
Mobile’s Varied Role in the
Path to Purchase
David Gill
VP Research, Nielsen
Monica Ho
VP Marketing, xAd Inc

2. Mobile Marketing Association
Your Presenters
David Gill
Vice President, Mobile Media
and Marketing
Nielsen
Monica Ho
Vice President, Marketing
xAd, Inc.
@hoindahizzy

3. Mobile Marketing Association
Key Findings

4. Mobile Marketing Association
Questions We Were Looking To Address
Where does Mobile sit
in a consumers quest
for information?
Mobile’s role in relation
to other media?
Do behaviors differ
by device?
Consumer motivations
for usage?
When and where
do conversions
take place?
What is the impact of
mobile advertising?

5. Mobile Marketing Association
How Did We Gather The Findings?
• This study combines online survey data from 2,000
U.S. tablet and smartphone users, as well as actual
observed behaviors from Nielsen’s Smartphone
Analytics Panel of 6,000 Apple and Android users –
each group reporting they had engaged in activity
related to the study category in the past 30 days.
– Respondent totals are as follows (none of which are mutually exclusive):
o Smartphone owners: 1,765
o Tablet owners: 1,526
o Gas/Convenience users: 1,038
o Oil Changes/Lube Products: 124
o Banking & Finance users: 1,242
o Retail users: 1,889
o Insurance Users: 994

6. Mobile Marketing Association
Mobile Now Represents A Significant
Portion of Digital Time Spent

7. Mobile Marketing Association
Mobile now reaches a significant segment of
online Retail shoppers
62
89
154
Tablet*
Mobile
PC
Number of Online Shoppers
(millions)
Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012
*Tablet estimates are directional

8. Mobile Marketing Association
1/3 of online shopping time has shifted to
Mobile
PC
67%
Mobile
18%
Tablet*
15%
Percent of Time Spent Shopping by Device
(Includes consumers who do not have all three devices)
Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012
*Tablet estimates are directional

9. Mobile Marketing Association
The Average Shopping Session on Mobile Lasts 4
Minutes
4.5
4.4
9.2
Tablet*
Mobile
PC
Average Shopping Session Length
(minutes)
Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012
*Tablet estimates are directional

10. Mobile Marketing Association
The Differences Between
Smartphone and Tablet Usage

11. Mobile Marketing Association
Smartphone Usage is more Out of Home,
While Tablets are At Home
20%
35% 32%
51%
59%
82% 83% 83%
77%
65%
60%
47%
37%
16% 16% 15%
GAS/CONVENIENCE
BANKING&FINANCE
RETAIL
INSURANCE
GAS/CONVENIENCE
BANKING&FINANCE
RETAIL
INSURANCE
OTHER
OUTSIDE OF HOME
HOME
Question Used:CQ16A, CQ16B, CQ16C:, CQ16D Where were you when accessing the
website/app on your smartphone/tablet?
SMARTPHONE TABLET

12. Mobile Marketing Association
Mobile Is No Longer
Just A Last Mile Media

13. Mobile Marketing Association
Mobile Is Used Mostly At the Start of the
Shopping Process – with 1/3 of Users Indicating
They Used Their Device Throughout
64%
44% 53% 50%
14%
11%
16% 17%
5%
8%
11% 9%
17%
37%
21% 23%
GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCE
ALL THE WAY THROUGH AT THE END
IN THE MIDDLE AT THE START
Questions used: CQ39A/B/C/D: When visiting the <CATEGORY>, at
what part of the research process did you use your <DEVICE>?

14. Mobile Marketing Association
Gas & Convenience Shoppers Are Most Likely to
Use Mobile at the Start of the Shopping Process
At The Start
In the Middle
At the End
All The Way
Through
64% 50% 53% 44%
14% 17% 16% 11%
5% 9% 11% 8%
17% 23% 21% 37%
Insurance Retail
Banking &
Finance
Gas &
Convenience

15. Mobile Marketing Association
Insurance Shoppers Are Most Likely to Use
Mobile In the Middle of the Shopping Process
At The Start
In the Middle
At the End
All The Way
Through
64% 50% 53% 44%
14% 17% 16% 11%
5% 9% 11% 8%
17% 23% 21% 37%
Insurance Retail
Banking &
Finance
Gas &
Convenience

16. Mobile Marketing Association
At The Start
In the Middle
At the End
All The Way
Through
14% 17% 16% 11%
Retail Shoppers Are Most Likely to Use Mobile
At the end of the Shopping Process
64% 50% 53% 44%
5% 9% 11% 8%
17% 23% 21% 37%
Insurance Retail
Banking &
Finance
Gas &
Convenience

17. Mobile Marketing Association
17% 23% 21% 37%
At The Start
In the Middle
At the End
All The Way
Through
5% 9% 11% 8%
Banking & Finance Users Are Most Likely to Use
Mobile All the way through the Shopping Process
14% 17% 16% 11%
64% 50% 53% 44%
Insurance Retail
Banking &
Finance
Gas &
Convenience

18. Mobile Marketing Association
Mobile User Needs
And Intent Varies

19. Mobile Marketing Association
User Needs and Intent Varies Based on
What They Are Looking For
24%
11%
49% 28%
39%
7%
27%
11%
36%
34%
38%
17%
21%
31%
49%
55%
14%
30%
4%
12%
1% 8% 1% 2%
GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCE
Not sure Other
Just Browsing Looking for Contact Info
Looking for Business to purchase from Researching Options

20. Mobile Marketing Association
Top Activities Performed When Accessing
The Mobile Device

21. Mobile Marketing Association
Mobile Users Take Action
However Immediacy Varies

22. Mobile Marketing Association
60% of Mobile Users Were Looking To
Convert Within The Day
35%
45%
18% 12%
31% 10%
14%
6%
24%
12%
27%
7%
7%
7% 26%
24%
2%
2%
15%
2%
25%
14%
36%
GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCE
NO IMMEDIATE NEED LONGER THAN WITHIN MONTH
WITHIN MONTH WITHIN DAY
WITHIN HOUR IMMEDIATELY
Questions used: CQ18A, CQ18B, CQ18C:, CQ18D Still
thinking of this most recent visit, how quickly were you
looking to make a purchase/transaction?

23. Mobile Marketing Association
Banking & Finance Users Are More Likely to
Have the Most Urgent Needs
Immediately
Within The Hour
Within The Day
Within The
Month
45% 35% 18% 12%
10% 31% 14% 6%
12% 24% 27% 7%
7% 7% 26% 24%
InsuranceRetail
Banking &
Finance
Gas &
Convenience

24. Mobile Marketing Association
Immediately
Within The Hour
Within The Day
Within The
Month
Gas & Convenience Users Are More Likely to
Convert Within the Hour
45% 35% 18% 12%
10% 31% 14% 6%
12% 24% 27% 7%
7% 7% 26% 24%
InsuranceRetail
Banking &
Finance
Gas &
Convenience

25. Mobile Marketing Association
Immediately
Within The Hour
Within The Day
Within The
Month
10% 31% 14% 6%
Retail Shoppers Are Most Likely to Convert
Within The Day or Within the Month
45% 35% 18% 12%
12% 24% 27% 7%
7% 7% 26% 24%
InsuranceRetail
Banking &
Finance
Gas &
Convenience

26. Mobile Marketing Association
Immediately
Within The Hour
Within The Day
Within The
Month
10% 31% 14% 6%
Insurance Shoppers Are most likely to convert
within a month from their mobile activity
45% 35% 18% 12%
12% 24% 27% 7%
7% 7% 26% 24%
InsuranceRetail
Banking &
Finance
Gas &
Convenience

27. Mobile Marketing Association
Location & Promotions Critical
to Conversion
• In fact, nearly 1 out of 3 smartphone users
and 1 out of 4 tablet users reference their
device specifically for contact information
such as a phone number, address or map and
driving directions.
• The majority of consumers (60 percent)
expected businesses to be within walking or
local driving distance from their current
location.

28. Mobile Marketing Association
Mobile Consumers Take Action with Strong
Purchase Intent and Conversions
Question Used:CQ41A/B/C/D: When
visiting the <CATEGORY> on your
<DEVICE>, how was the actual purchase
60%
Smartphone - 60% Convert
53%
Tablet – 53% Convert

29. Mobile Marketing Association
Conversions Are Happening –
On- and Offline
Question Used:CQ41A/B/C/D: When
visiting the <CATEGORY> on your
<DEVICE>, how was the actual purchase

30. Mobile Marketing Association
Key Take Aways
• Consumers are reaching for their mobile devices earlier and
more often for their shopping and purchasing needs.
• Findings demonstrate that mobile marketing can not be taken
as a “One Size Fits All” approach as usage varies not only by
device – but by type of product / service need as well.
• Mobile is one of the most powerful tools in the consumer’s
path-to-purchase - knowing how to engage users by device is
essential in unlocking it’s full potential.

31. Mobile Marketing Association
Thank You.
• For more information about this research please visit
mobilepathtopurchase.com
David Gill
Vice President, Mobile Media
and Marketing
Nielsen
David.Gill@Nielsen.com
Monica Ho
Vice President, Marketing
xAd, Inc.
Monica.Ho@xAd.com
@hoindahizzy