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Day in the life of a Mobile Commerce User
 An On Device Research study for the IAB
                  May 2012
Contents

• Methodology
• Day in the life of a Mobile Commerce User
   – What, Why and How
• Uses cases:
   – Where and When
   – At home
   – In-Store Experience
• Mobile commerce and advertising
• Summary
Methodology and Sample
Day in the life of a mobile commerce user
Methodology
        Stage 1: Pre Survey                      Stage 2: Mobile                      Stage 3: Post Follow Up
                                                 Commerce Diary


           • Screening                             • What did?                             • Understanding
                                                   • Why?                                    motivations
                                                   • How feel?                             • Attitudes towards
                                                   • Where?                                  mobile advertising
                                                   • Other media?                          • Future scoping



•   Using On Device Research’s US panel, we contacted 260 respondents, who opted in to take part in a 3 stage diary
    project, lasting a total of 2 weeks.
•   All respondents recruited owned either a Smartphone or Feature phone. The focus of the report was on mobile
    phone based commerce, excluding tablet based mobile commerce.
•   Stage 1: Respondents were pre screened on demographics and mobile commerce behaviour to ensure the sample
    gathered was relevant and responsive.
•   Stage 2: The successful 260 pre screened respondents were tasked using their mobile to check in, over a period of 1
    week, whenever they used their mobile phone for commerce. Mobile commerce was described to respondents as:
    Searching for products or services, Researching products or services, Purchasing/ordering products or services and
    Checking prices
•   Stage 3: All respondents then completed a follow up survey, which covered a range of topics from mobile commerce
    spend, mobile usage in store, attitudes towards mobile advertising and how they would like mobile commerce to
    progress in the future.
•   Each respondent earned $10 for taking part
The Mechanic is Simple


1. Mobile owners click a web link (looks like an app icon), or bookmark once they encounter a
   brand.
2. They then simply select which brand they have encountered, whilst also giving permission to
   take their GPS co-ordinates.


  Which          What made you         How feel as a        Where were           Using other
 activity?         do this?              result?              you?                 media?
Day in the life of a mobile
commerce user
Mobile enhances real world commerce

         • 28% of mobile commerce encounters are for finding product information
         • 18% are for finding store locations, whilst 12% are for comparing prices.
         • Combined together it shows that mobile commerce is linking real world commerce
           to digital marketing.
         • 9% of mobile commerce encounters are for purchasing digital content (apps) and
           5% of encounters are for purchasing other items, such as physical items and tickets.
                                 Which (mobile commerce) activity did you just use your mobile phone for?
                              28%


                                               18%
          % Encounters




                                                                       12%
                                                                              9%
                                                                                              5%
                                                                                                              4%              3%


                              Find       Searched for a Compared prices Purchase digital Purchased non- Checked status    Used mobile
                         product/service store location                     content        digital item on auction site     coupons
                              info



Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Convenience and mobile advertising drives mobile commerce activities

         • When asked why consumers carried out a particular mobile commerce activity, ‘the
           easiest way’ was the most popular activity.
         • Mobile advertising is the second highest driver.
         • Finding the best deal also comes through.

                                                What made you do this? (mobile commerce activity)

                                 The offer was too good to refuse                 10%

                        Recommendation from a friend/family                       10%

         To get something immediately/didn't want to wait                           11%

                                   Research for a future purchase                               16%

                                                  To find the best deal                                20%

                                               Boredom/filling time                                    21%

                                         Something I planned to do                                      21%

                                                             A mobile ad                                 22%

                                It's the easiest way for me to do it                                           24%
                                                                                     % of Encounters

Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Saving money is the overwhelming factor that drives mobile commerce

         • Follow up survey also showed that mobile commerce is about convenience and
           getting the best deal.
                                        Follow Up Survey: Important factors versus Most important factor
                Most Important Factor




                                                                       Important Factors
Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Other than digital content, clothing, entertainment and consumer
             electronic are the top categories for mobile commerce

                        • For early adopters, a potential glimpse into the future, there is only a slight
                          increase in their usage of digital content usage.
                        • For other categories, such clothing and entertainment, there is a significant
                          increase in usage. This suggests that this is where the growth in mobile commerce
                          (and therefore mobile advertising) will come from.

                                                           Top Categories For Mobile Commerce Usage
                                       80%
                                 76%
     % Mobile Commerce Users




                                                     46%            46%           44%
                                               38%                                                   41%         39%
                                                             34%            33%                31%         27%           23% 27%               27%
                                                                                                                                         21%



                               Group digital   Clothing    Entertainment   Consumer           Health and   Food and    Furniture and Tickets (events,
                                categories                    activities   electronics         Beauty       Grocery        other         travel)
                                                            (restaurant,                                                housewares
                                                              movies)
                                                                            Total        Early adopters


Country: US
Date: April/May 2012
Base: Total respondents (260)
         Significantly higher/lower. Tested at 95% confidence interval.
38% of mobile commerce users spend over $21 per month via
       their mobile

         • Although mobile commerce spending is still relatively small however 38% have
           purchased items over $21 per month.
         • 78% of those who have purchased via their mobile have done so using a credit or
           debit card.

                 On an average month, how much do you spend on purchases via your mobile phone?


                                                                                Over $61,
                                                                                  10%
                                                                                            I don't make purchases on my
                                                                                                     mobile, 30%
                                                                   $41 to $60, 16%

                                                                       $21 to $40,
                                                                          12%
                                                                                       $1 to $20, 32%




Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Physical Goods
     versus
 Digital Goods
Protection and having a specific retail app gain importance
                 amongst those who purchase physical goods
                         Post Survey: And which ONE is the most important to you? Please select one answer only
   Order of Importance




Country: US
Date: April/May 2012
Base: Total respondents (260)
               Significantly higher/lower. Tested at 95% confidence interval.
Use Cases
Mobile commerce starts early morning and continues throughout
       the day, peaking at late afternoon/early evening
         • It would appear that consumers begin commerce activities on their commute.


  40%

  35%

  30%

  25%

  20%

  15%

  10%

    5%

    0%
           1am-3am night 4am - 6 am                       7am - 9am    10am noon late 1pm - 3om        4pm - 6pm    7pm - 9pm         10pm -
               time      early morning                     morning        morning    early afternoon   afternoon   early evening   midnight late
                                                                                                                                     evening
                                                                                   Total



Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Purchasing via mobile peaks in the late afternoon/early evening

         • However pricing checking and comparisons peak in the early afternoon when
           people are more likely to be out and about.

   40%

   35%

   30%

   25%

   20%

   15%

   10%

    5%

    0%
            1am-3am night 4am - 6 am                      7am - 9am    10am noon late 1pm - 3om        4pm - 6pm    7pm - 9pm        10pm -
                time      early morning                    morning        morning    early afternoon   afternoon   early evening   midnight late
                                                                                                                                     evening
                                                                       Compare prices      Purchase



Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
47% of mobile commerce actions occurred at home


        Diary Stage: Where were you?




                                     At                                Out and    At
                                   Home:                               About:    Work:
                                    47%                                 29%      10%




Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Product information is conducted at home, location searching
       whilst out and about

         • 11% of price checking encounters where in the retail environment
         • 21% of mobile purchasing encounters were at work

                                                  Where people use Mobile Commerce – By Activity
         70%

         60%                    57%

                                                                             49%
         50%

         40%                                                                                    37%
                                                                                                                       35%
                                                                       29%                               30%
         30%                                                                                                                   26%
                                         19%
         20%

         10%

          0%
                       Find information on a               Searched for a store location   Checked/compared prices   Purchase Any Item
                          product/service
                                                                        At home    Group out and about



Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
64% use other media at the same time as mobile commerce

         • 36% of mobile commerce encounters are whilst consumers are watching TV


     Diary Stage: And were you using/looking at any other media at the same time?


                                                                         TV          Phone
                                                                        36%         (talking)
                                                                                      16%
                                64%
                                                                        Desk/
                                                                                     Radio
                                                                       Laptop
                                                                                      7%
                                                                         10%

                                36%
                                                                       Newspaper    Magazine
                                                                          5%          4%
                          No          Yes




Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
A closer look at In Home
   Mobile Commerce.
  Where in the home?
  What are they doing?
What media are they using?
61% of In Home commerce takes place in the front room/lounge.
       20% in the bedroom
      Diary Stage: Where were you?
                                                                          In which room ?

                                                                       Front room/Lounge    61%



                                                                                            20%
                                                                                Bedroom

                                  At
                                                                                 Kitchen    8%
                                Home:
                                 47%
                                                                         Garden/patio etc   8%



                                                                               Bathroom     1%



                                                                             Other rooms    2%


Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
49% of In Home commerce interactions occur with the presence
       of TV
      Diary Stage: Where were you?
                                                                           What media?

                                                                                     TV    49%


                                                                         Phone (talking)   13%


                                                                         Desktop/laptop    6%
                                  At
                                Home:                                             Radio    4%

                                 47%                                              Press    4%


                                                                                  Tablet   3%


                                                                                  Other    4%


                                                                       No, none of these   31%


Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
A 25-34, female from NJ: How does she use her mobile in home
        for commerce?
  1st In Home Commerce Activity: 18/04/12                               2nd In Home Commerce Activity: 18/04/12
                  What?: Find store location                            What?: Purchased digital content
 What made her do this?: Couldn’t find store                            What made her do this?:Planned to do
       How feel?: Helped make best decision                             How feel?: Entertained/amused
                       Where?: Living room                              Where?: Patio
                          Other media?: TV                              Other media?: No other media



                                                                                          3rd In Home Commerce Activity:
                                                                                          18/04/12
                                                                                          What?: Scanned barcode on
     6th In Home Commerce Activity:
                                                                                          product/ad to get more info
                            20/04/12
                                                                                          What made her do this?: Planned to do
 What?: Scanned UCP to receive points
                                                                                          How feel?: Entertained/amused
                             from app
                                                                                          Where?: Living room
What made her do this? Offer too good
                                                                                          Other media?: TV
                             to refuse
      How feel?: Entertained/amused
                     Where?: Kitchen

                                                                                          4th In Home Commerce Activity:
                                                                                          19/04/12
    5th In Home Commerce Activity: 19/04/12                                               What?: Scanned barcode to recover
                  What?: Purchased an item                                                points for app
            What made her do this? Boredom                                                What made her do this?: Offer too good
                   How feel?: Got best price                                              to refuse
                       Where?: Living room                                                Feel?: Entertained/amused
                          Other media?: TV                                                Where?: Kitchen
 Country: US
 Date: April/May 2012
 Base: Total respondents (260)
       Significantly higher/lower. Tested at 95% confidence interval.
A 25-34, male from Florida: How does he use his mobile in home
       for commerce?
   1st In Home Commerce Activity: 19/04/12                             2nd In Home Commerce Activity: 19/04/12
          What?: Find info on product/service                          What?: Check prices via browser
     What made him do this?: Planned to do                             What made him do this?:Easiest way to do it
         How feel?: Chose right brand/retailer                         How feel?: Entertained/amused
                         Where?: Living room                           Where?: Kitchen
            Other media?: TV, phone (talking)                          Other media?: TV, phone (talking)




                                                                                          3rd In Home Commerce Activity:
                                                                                          20/04/12
                                                                                          What?: Used mobile coupons/vouchers
  5th In Home Commerce Activity:                                                          What made him do this?:
                            22/04/12                                                      Recommendation friend/family
         What?: Searched for store                                                        How feel?: Help make best decision for
                             location                                                     me
  What made him do this?: Easiest                                                         Where?: Living room
                         way to do it                                                     Other media?: Radio
        Feel?: Easily find useful info
               Where?: Living room
                  Other media?: TV
                                                                               4th In Home Commerce Activity: 22/04/12
                                                                               What?: Check prices via browser
                                                                               What made him do this?: Easiest way to do
                                                                               it
                                                                               Feel?: Easily find useful info
                                                                               Where?: Living room
Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
In-Store Mobile Experience
76% of mobile commerce users have used their mobile in-store

          • 34% use mobile for checking prices whilst in-store
          • 32% take photos to send to others – skewing towards females
          • 13% have scanned a barcode

                  Have you used your mobile phone when shopping in a store in the past 3 months? if
                                                  so, what for?
   60%
                 49%
   50%

   40%                          34%              34%
   30%                                                                                                                                                  24%
                                                                 20%
   20%                                                                  15%          15%          14%          14%           13%
                                                                                                                                           9%
   10%

     0%
              Call/text Check prices     Taking      Check for          Check      Fill time   Check for        Show      Scan barcode   To check     I have not
               family                 picture/s of another store       product   when waitinglocation deals shop/store          on       opening       used my
             member for                product to in the area          reviews   to check out               assistant the product/ad      times     mobile phone
               advice                   send to a                                                           item you are        for                      while
                                     friend/family                                                              after      information               shopping in
                                        member                                                                                                           store


Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
53% have stopped a purchase in store as a result of using their mobile

         • Finding a better price is the key reason behind this.


                Follow Up: Have you ever abandoned or stopped a purchase in store as a result of using
                                       your mobile phone in store? If so why?


                                                                               Found a better price in another store                     38%

                                                                                         Found a better price online               30%
                                53%
                                                                                         Found a better item online          21%

                                                                             Product was out of stock/not available    13%


                                47%                                        Saw a negative review about the product     11%

                                                                                       Bought a similar item instead   11%

                                                                       Couldn't find info on product was planning to
                          No          Yes                                                                              11%
                                                                                          purchase


Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Mobile Commerce Case
Studies
A day in the life of Mobile Commerce – 25 to 34, female, Near
       Atlanta




Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
A day in the life of Mobile Commerce – 25 to 34, female, Near
       Atlanta
   3rd Commerce Activity: 18/04/12                                                                       2nd Commerce Activity: 16/04/12
   What?: Checked prices via app                                                                         What?: Bid/checked auction site
   What made her do this?: Mobile ad,                                                                    What made her do this?:Offer too
   research for future, best deal, easiest way                                                           good, find best deal, easiest way
   How feel?: Got best price, chose right                                                                How feel?: Got best price, improved
   brand/retailer                                                                                        retail experience, helped make best
   Where?: In store/shop/mall                                                                            decision
   Other media?: Poster/billboard                                                                        Where?: Out and about
                                                                                                         Other media?: Radio (driving)


6th Commerce Activity: 20/04/12
What?: Purchased an item
What made her do this? Easiest way
How feel?: Got best price, chose right
brand/retailer                                                                                         1st Commerce Activity: 16/04/12
Where?: Out and about                                                                                  What?: Find info on product/service
Other media?: TV, Poster/billboard,                                                                    What made her do this?: Find the best
Tablet                                                                                                 deal
                                                                                                       How feel?: Saved time, helped make best
                                                                                                       decision, easily find useful information
                                                                                                       Where?: Travelling (short trip)
                                                                                                       Other media?: In store promotion
                                                                       4th Commerce Activity: 19/04/12
   5th Commerce Activity: 19/04/12
                                                                       What?: Purchase item
   What?: Purchased digital item
                                                                       What made her do this?: Recommendation, best deal
   What made her do this? Planned to do
                                                                       Feel?: Best price, improved retail experience
   How feel?: Got best price
                                                                       Where?: At work
   Where?: Out and about
                                                                       Other media?: Desktop/laptop
Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Mobile Commerce and
Advertising
As we saw on slide 9…




                        At 22%, Mobile Advertising
                        is the second highest driver
                            of mobile commerce.
                        What are consumers perceptions
                            of mobile advertising?

                           What opportunities exist?
Mobile Advertising is welcomed by consumers

         • 70% view mobile ads as a personal invitation
         • This reflects a clear opportunity for brands and advertisers alike to engage
           consumers.

                                              Which of the following is closer to your view of ads on
                                                            your mobile/smartphone?



                                                                          30%




                                                                                              70%




                                                                  A personal invitation   A personal invasion



Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Mobile advertising should give consumers more than just a ‘check
       out’
         • 40% want mobile ads they click on to allow them to browse the brand/company's
           broader product offering.
         • 28% want to learn more about the brand/product being advertised.
         • 51% of those who see mobile ads as an invitation, want to browse further.


         Click to buy: I want to be taken straight
         through to the check-out page                                                 4%
                                                                        7%

                                                                                       24%
                                                                       28%
         Click to learn: I want to see more details
         on the exact product in the advertisement


                                                                       40%             51%
         Click to browse: I want to see a page
         showing a whole range of similar products
         from the same company

                                                                       25%             20%
         Click to explore: I want to start at the
         homepage of the company
                                                                       Total   A personal invitation


Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Relevance and permission are key if advertisers are to personalise
       advertising for consumers
         • 30% state they like the fact that ads are personalised to them.
         • 27% feel personalised ads are ok, as long as they have given their permission to
           receive them.

                     How do you feel about ads that are personalized to you (ie. based on anonymous
                     information about where you are, your age/gender or other characteristics, etc)?

   40%                              37%

                       30%
   30%                                                             27%
                                                                            24%                                                                       24%
                                                                                                      22%                                  21%
   20%
                                                                                                                 14%

   10%


    0%
             I like that they’re relevant to me         They are ok, but only if I have given I don’t like them – too much of my It makes no different that they’re
                                                          my permission to receive them          personal information is being   personalised – they’re just like any
                                                                                                             shared                           other ad


                                                                          Total      A personal invitation

Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Location, favourite brands and previous site history are the
       starting blocks for relevant mobile advertising
                             Assuming advertising has to happen, which of the following ways to make ads more
                                                   relevant to you would you be open to?


                                      Your location (city or neighbourhood)                                                28%
                                                                                                                          27%
                                                              Your favorite brands                                      26%
                                                                                                                         27%
                                                      Sites you've visited online                                      24%
                                                                                                                          27%
                          Information you give the “ad” at the beginning                                          21%
                                                                                                                 20%
                     Your age/gender, whether you have kids, or other…                                            21%
                                                                                                                    23%
         Information you have shared publicly via Facebook, Twitter…                                            18%
                                                                                                                 19%
                                                 Your recent TV/radio viewing                              16%
                                                                                                             19%
                                                  Your recent online purchases                            15%
                                                                                                            17%
                                                                 Your daily routine                   11%
                                                                                                        13%
                                                                       None of these                      14%
                                                                                                    10%


                                                                            Total      A personal invitation

Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
31% state that they would like proactive alerts of products they
       want/need
         • 30% would like to pay for something via phone and then pick it up in store.
         • 29% want a better browsing experience.

                           Thinking about the future of mobile commerce (searching/buying/booking
                            products and services via your mobile phone) how would you like this to
   40%
                                                           progress?

                      31%                           30%                29%                 28%
   30%
                                                                                                                   26%
                                                                                                                                          22%
   20%


   10%


    0%
           Proactive alerts to let me Ability to pay for    Better browsing            Mobile loyalty     Better/more price and Mobile wallets -making it
            know when products I something by phone and experience e.g Wifi or 4G cards/scheme -rewards information comparisons easier to pay using my
               want or need are       pick it up in store                           for paying by phone                                 phone
              available or on sale



Country: US
Date: April/May 2012
Base: Total respondents (260)
      Significantly higher/lower. Tested at 95% confidence interval.
Mobile Commerce is not just about digital
  downloads but is really linking digital
  marketing with real world commerce

   In tough economic times consumers are
    searching for the best deal. The mobile
Internet is allowing consumers to search and
find this in the best price in the best location,
   be that on mobile or in the physical retail
 store. This leaves retailers with no where to
       hide, giving consumers true price
                  transparency.

Mobile advertising is a huge influencer in this
            new phenomenon
 Some specifics on Mobile Commerce

  1) In Home Usage:

  61% of In Home Mobile Commerce occurs in the front room/lounge

  TV offers a clear opportunity as an additional screen – 49% of those
  who conducted mobile commerce did so with TV as an additional
  media

  2) Mobile Commerce and Advertising

  Mobile advertising is a key driver of mobile commerce and is
  welcomed by the majority of consumers, BUT:

  a) It must give consumers more than just a ‘check out’
  b) It must be relevant and consent must be sought
  c) Location, favorite brands and previous site history are routes to
  make mobile advertising more relevant to consumers
  d) Future looking, consumers want a mix of features and function -
  proactive alerts, the ability to buy via phone and pick up in store and
  a better browsing experience.
About the IAB

This study was commissioned by the Interactive Advertising Bureau (IAB) in the US

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading
media and technology companies that are responsible for selling 86% of online
advertising in the United States. On behalf of its members, the IAB is dedicated
to the growth of the interactive advertising marketplace, of interactive’s share
of total marketing spend, and of its members’ share of total marketing spend.

The IAB educates marketers, agencies, media companies and the wider
business community about the value of interactive advertising. Working with its
member companies, the IAB evaluates and recommends standards and
practices and fields critical research on interactive advertising. Founded in
1996, the IAB is headquartered in New York City with a Public Policy office in
Washington, D.C. For more information, please visit www.iab.net
On Device Research
info@ondeviceresearch.com

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Day in the life of a mobile commerce user

  • 1. Day in the life of a Mobile Commerce User An On Device Research study for the IAB May 2012
  • 2. Contents • Methodology • Day in the life of a Mobile Commerce User – What, Why and How • Uses cases: – Where and When – At home – In-Store Experience • Mobile commerce and advertising • Summary
  • 5. Methodology Stage 1: Pre Survey Stage 2: Mobile Stage 3: Post Follow Up Commerce Diary • Screening • What did? • Understanding • Why? motivations • How feel? • Attitudes towards • Where? mobile advertising • Other media? • Future scoping • Using On Device Research’s US panel, we contacted 260 respondents, who opted in to take part in a 3 stage diary project, lasting a total of 2 weeks. • All respondents recruited owned either a Smartphone or Feature phone. The focus of the report was on mobile phone based commerce, excluding tablet based mobile commerce. • Stage 1: Respondents were pre screened on demographics and mobile commerce behaviour to ensure the sample gathered was relevant and responsive. • Stage 2: The successful 260 pre screened respondents were tasked using their mobile to check in, over a period of 1 week, whenever they used their mobile phone for commerce. Mobile commerce was described to respondents as: Searching for products or services, Researching products or services, Purchasing/ordering products or services and Checking prices • Stage 3: All respondents then completed a follow up survey, which covered a range of topics from mobile commerce spend, mobile usage in store, attitudes towards mobile advertising and how they would like mobile commerce to progress in the future. • Each respondent earned $10 for taking part
  • 6. The Mechanic is Simple 1. Mobile owners click a web link (looks like an app icon), or bookmark once they encounter a brand. 2. They then simply select which brand they have encountered, whilst also giving permission to take their GPS co-ordinates. Which What made you How feel as a Where were Using other activity? do this? result? you? media?
  • 7. Day in the life of a mobile commerce user
  • 8. Mobile enhances real world commerce • 28% of mobile commerce encounters are for finding product information • 18% are for finding store locations, whilst 12% are for comparing prices. • Combined together it shows that mobile commerce is linking real world commerce to digital marketing. • 9% of mobile commerce encounters are for purchasing digital content (apps) and 5% of encounters are for purchasing other items, such as physical items and tickets. Which (mobile commerce) activity did you just use your mobile phone for? 28% 18% % Encounters 12% 9% 5% 4% 3% Find Searched for a Compared prices Purchase digital Purchased non- Checked status Used mobile product/service store location content digital item on auction site coupons info Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 9. Convenience and mobile advertising drives mobile commerce activities • When asked why consumers carried out a particular mobile commerce activity, ‘the easiest way’ was the most popular activity. • Mobile advertising is the second highest driver. • Finding the best deal also comes through. What made you do this? (mobile commerce activity) The offer was too good to refuse 10% Recommendation from a friend/family 10% To get something immediately/didn't want to wait 11% Research for a future purchase 16% To find the best deal 20% Boredom/filling time 21% Something I planned to do 21% A mobile ad 22% It's the easiest way for me to do it 24% % of Encounters Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 10. Saving money is the overwhelming factor that drives mobile commerce • Follow up survey also showed that mobile commerce is about convenience and getting the best deal. Follow Up Survey: Important factors versus Most important factor Most Important Factor Important Factors Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 11. Other than digital content, clothing, entertainment and consumer electronic are the top categories for mobile commerce • For early adopters, a potential glimpse into the future, there is only a slight increase in their usage of digital content usage. • For other categories, such clothing and entertainment, there is a significant increase in usage. This suggests that this is where the growth in mobile commerce (and therefore mobile advertising) will come from. Top Categories For Mobile Commerce Usage 80% 76% % Mobile Commerce Users 46% 46% 44% 38% 41% 39% 34% 33% 31% 27% 23% 27% 27% 21% Group digital Clothing Entertainment Consumer Health and Food and Furniture and Tickets (events, categories activities electronics Beauty Grocery other travel) (restaurant, housewares movies) Total Early adopters Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 12. 38% of mobile commerce users spend over $21 per month via their mobile • Although mobile commerce spending is still relatively small however 38% have purchased items over $21 per month. • 78% of those who have purchased via their mobile have done so using a credit or debit card. On an average month, how much do you spend on purchases via your mobile phone? Over $61, 10% I don't make purchases on my mobile, 30% $41 to $60, 16% $21 to $40, 12% $1 to $20, 32% Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 13. Physical Goods versus Digital Goods
  • 14. Protection and having a specific retail app gain importance amongst those who purchase physical goods Post Survey: And which ONE is the most important to you? Please select one answer only Order of Importance Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 16. Mobile commerce starts early morning and continues throughout the day, peaking at late afternoon/early evening • It would appear that consumers begin commerce activities on their commute. 40% 35% 30% 25% 20% 15% 10% 5% 0% 1am-3am night 4am - 6 am 7am - 9am 10am noon late 1pm - 3om 4pm - 6pm 7pm - 9pm 10pm - time early morning morning morning early afternoon afternoon early evening midnight late evening Total Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 17. Purchasing via mobile peaks in the late afternoon/early evening • However pricing checking and comparisons peak in the early afternoon when people are more likely to be out and about. 40% 35% 30% 25% 20% 15% 10% 5% 0% 1am-3am night 4am - 6 am 7am - 9am 10am noon late 1pm - 3om 4pm - 6pm 7pm - 9pm 10pm - time early morning morning morning early afternoon afternoon early evening midnight late evening Compare prices Purchase Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 18. 47% of mobile commerce actions occurred at home Diary Stage: Where were you? At Out and At Home: About: Work: 47% 29% 10% Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 19. Product information is conducted at home, location searching whilst out and about • 11% of price checking encounters where in the retail environment • 21% of mobile purchasing encounters were at work Where people use Mobile Commerce – By Activity 70% 60% 57% 49% 50% 40% 37% 35% 29% 30% 30% 26% 19% 20% 10% 0% Find information on a Searched for a store location Checked/compared prices Purchase Any Item product/service At home Group out and about Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 20. 64% use other media at the same time as mobile commerce • 36% of mobile commerce encounters are whilst consumers are watching TV Diary Stage: And were you using/looking at any other media at the same time? TV Phone 36% (talking) 16% 64% Desk/ Radio Laptop 7% 10% 36% Newspaper Magazine 5% 4% No Yes Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 21. A closer look at In Home Mobile Commerce. Where in the home? What are they doing? What media are they using?
  • 22. 61% of In Home commerce takes place in the front room/lounge. 20% in the bedroom Diary Stage: Where were you? In which room ? Front room/Lounge 61% 20% Bedroom At Kitchen 8% Home: 47% Garden/patio etc 8% Bathroom 1% Other rooms 2% Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 23. 49% of In Home commerce interactions occur with the presence of TV Diary Stage: Where were you? What media? TV 49% Phone (talking) 13% Desktop/laptop 6% At Home: Radio 4% 47% Press 4% Tablet 3% Other 4% No, none of these 31% Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 24. A 25-34, female from NJ: How does she use her mobile in home for commerce? 1st In Home Commerce Activity: 18/04/12 2nd In Home Commerce Activity: 18/04/12 What?: Find store location What?: Purchased digital content What made her do this?: Couldn’t find store What made her do this?:Planned to do How feel?: Helped make best decision How feel?: Entertained/amused Where?: Living room Where?: Patio Other media?: TV Other media?: No other media 3rd In Home Commerce Activity: 18/04/12 What?: Scanned barcode on 6th In Home Commerce Activity: product/ad to get more info 20/04/12 What made her do this?: Planned to do What?: Scanned UCP to receive points How feel?: Entertained/amused from app Where?: Living room What made her do this? Offer too good Other media?: TV to refuse How feel?: Entertained/amused Where?: Kitchen 4th In Home Commerce Activity: 19/04/12 5th In Home Commerce Activity: 19/04/12 What?: Scanned barcode to recover What?: Purchased an item points for app What made her do this? Boredom What made her do this?: Offer too good How feel?: Got best price to refuse Where?: Living room Feel?: Entertained/amused Other media?: TV Where?: Kitchen Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 25. A 25-34, male from Florida: How does he use his mobile in home for commerce? 1st In Home Commerce Activity: 19/04/12 2nd In Home Commerce Activity: 19/04/12 What?: Find info on product/service What?: Check prices via browser What made him do this?: Planned to do What made him do this?:Easiest way to do it How feel?: Chose right brand/retailer How feel?: Entertained/amused Where?: Living room Where?: Kitchen Other media?: TV, phone (talking) Other media?: TV, phone (talking) 3rd In Home Commerce Activity: 20/04/12 What?: Used mobile coupons/vouchers 5th In Home Commerce Activity: What made him do this?: 22/04/12 Recommendation friend/family What?: Searched for store How feel?: Help make best decision for location me What made him do this?: Easiest Where?: Living room way to do it Other media?: Radio Feel?: Easily find useful info Where?: Living room Other media?: TV 4th In Home Commerce Activity: 22/04/12 What?: Check prices via browser What made him do this?: Easiest way to do it Feel?: Easily find useful info Where?: Living room Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 27. 76% of mobile commerce users have used their mobile in-store • 34% use mobile for checking prices whilst in-store • 32% take photos to send to others – skewing towards females • 13% have scanned a barcode Have you used your mobile phone when shopping in a store in the past 3 months? if so, what for? 60% 49% 50% 40% 34% 34% 30% 24% 20% 20% 15% 15% 14% 14% 13% 9% 10% 0% Call/text Check prices Taking Check for Check Fill time Check for Show Scan barcode To check I have not family picture/s of another store product when waitinglocation deals shop/store on opening used my member for product to in the area reviews to check out assistant the product/ad times mobile phone advice send to a item you are for while friend/family after information shopping in member store Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 28. 53% have stopped a purchase in store as a result of using their mobile • Finding a better price is the key reason behind this. Follow Up: Have you ever abandoned or stopped a purchase in store as a result of using your mobile phone in store? If so why? Found a better price in another store 38% Found a better price online 30% 53% Found a better item online 21% Product was out of stock/not available 13% 47% Saw a negative review about the product 11% Bought a similar item instead 11% Couldn't find info on product was planning to No Yes 11% purchase Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 30. A day in the life of Mobile Commerce – 25 to 34, female, Near Atlanta Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 31. A day in the life of Mobile Commerce – 25 to 34, female, Near Atlanta 3rd Commerce Activity: 18/04/12 2nd Commerce Activity: 16/04/12 What?: Checked prices via app What?: Bid/checked auction site What made her do this?: Mobile ad, What made her do this?:Offer too research for future, best deal, easiest way good, find best deal, easiest way How feel?: Got best price, chose right How feel?: Got best price, improved brand/retailer retail experience, helped make best Where?: In store/shop/mall decision Other media?: Poster/billboard Where?: Out and about Other media?: Radio (driving) 6th Commerce Activity: 20/04/12 What?: Purchased an item What made her do this? Easiest way How feel?: Got best price, chose right brand/retailer 1st Commerce Activity: 16/04/12 Where?: Out and about What?: Find info on product/service Other media?: TV, Poster/billboard, What made her do this?: Find the best Tablet deal How feel?: Saved time, helped make best decision, easily find useful information Where?: Travelling (short trip) Other media?: In store promotion 4th Commerce Activity: 19/04/12 5th Commerce Activity: 19/04/12 What?: Purchase item What?: Purchased digital item What made her do this?: Recommendation, best deal What made her do this? Planned to do Feel?: Best price, improved retail experience How feel?: Got best price Where?: At work Where?: Out and about Other media?: Desktop/laptop Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 33. As we saw on slide 9… At 22%, Mobile Advertising is the second highest driver of mobile commerce. What are consumers perceptions of mobile advertising? What opportunities exist?
  • 34. Mobile Advertising is welcomed by consumers • 70% view mobile ads as a personal invitation • This reflects a clear opportunity for brands and advertisers alike to engage consumers. Which of the following is closer to your view of ads on your mobile/smartphone? 30% 70% A personal invitation A personal invasion Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 35. Mobile advertising should give consumers more than just a ‘check out’ • 40% want mobile ads they click on to allow them to browse the brand/company's broader product offering. • 28% want to learn more about the brand/product being advertised. • 51% of those who see mobile ads as an invitation, want to browse further. Click to buy: I want to be taken straight through to the check-out page 4% 7% 24% 28% Click to learn: I want to see more details on the exact product in the advertisement 40% 51% Click to browse: I want to see a page showing a whole range of similar products from the same company 25% 20% Click to explore: I want to start at the homepage of the company Total A personal invitation Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 36. Relevance and permission are key if advertisers are to personalise advertising for consumers • 30% state they like the fact that ads are personalised to them. • 27% feel personalised ads are ok, as long as they have given their permission to receive them. How do you feel about ads that are personalized to you (ie. based on anonymous information about where you are, your age/gender or other characteristics, etc)? 40% 37% 30% 30% 27% 24% 24% 22% 21% 20% 14% 10% 0% I like that they’re relevant to me They are ok, but only if I have given I don’t like them – too much of my It makes no different that they’re my permission to receive them personal information is being personalised – they’re just like any shared other ad Total A personal invitation Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 37. Location, favourite brands and previous site history are the starting blocks for relevant mobile advertising Assuming advertising has to happen, which of the following ways to make ads more relevant to you would you be open to? Your location (city or neighbourhood) 28% 27% Your favorite brands 26% 27% Sites you've visited online 24% 27% Information you give the “ad” at the beginning 21% 20% Your age/gender, whether you have kids, or other… 21% 23% Information you have shared publicly via Facebook, Twitter… 18% 19% Your recent TV/radio viewing 16% 19% Your recent online purchases 15% 17% Your daily routine 11% 13% None of these 14% 10% Total A personal invitation Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 38. 31% state that they would like proactive alerts of products they want/need • 30% would like to pay for something via phone and then pick it up in store. • 29% want a better browsing experience. Thinking about the future of mobile commerce (searching/buying/booking products and services via your mobile phone) how would you like this to 40% progress? 31% 30% 29% 28% 30% 26% 22% 20% 10% 0% Proactive alerts to let me Ability to pay for Better browsing Mobile loyalty Better/more price and Mobile wallets -making it know when products I something by phone and experience e.g Wifi or 4G cards/scheme -rewards information comparisons easier to pay using my want or need are pick it up in store for paying by phone phone available or on sale Country: US Date: April/May 2012 Base: Total respondents (260) Significantly higher/lower. Tested at 95% confidence interval.
  • 39. Mobile Commerce is not just about digital downloads but is really linking digital marketing with real world commerce In tough economic times consumers are searching for the best deal. The mobile Internet is allowing consumers to search and find this in the best price in the best location, be that on mobile or in the physical retail store. This leaves retailers with no where to hide, giving consumers true price transparency. Mobile advertising is a huge influencer in this new phenomenon
  • 40.  Some specifics on Mobile Commerce 1) In Home Usage: 61% of In Home Mobile Commerce occurs in the front room/lounge TV offers a clear opportunity as an additional screen – 49% of those who conducted mobile commerce did so with TV as an additional media 2) Mobile Commerce and Advertising Mobile advertising is a key driver of mobile commerce and is welcomed by the majority of consumers, BUT: a) It must give consumers more than just a ‘check out’ b) It must be relevant and consent must be sought c) Location, favorite brands and previous site history are routes to make mobile advertising more relevant to consumers d) Future looking, consumers want a mix of features and function - proactive alerts, the ability to buy via phone and pick up in store and a better browsing experience.
  • 41. About the IAB This study was commissioned by the Interactive Advertising Bureau (IAB) in the US The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net