Figaro digital lightspeed_research_mobile_shopping_november_2012

Mobile Shopping
Exclusive survey results for Figaro Digital

November 2012

1

Copyright 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.

About the survey
The survey was conducted on Lightspeed Research's UK online panel in November 2012. There were 2744
respondents to the initial part of the survey, all of whom have a mobile phone.

Initial Results
All respondents were asked if they had undertaken any of a range of mobile shopping activities in the last six
months. Around one in four (37%) had done at least one of these activities, however most (61%) had not.

Respondents are most likely to have purchased content for their phone (22%) followed by physical
goods/services (16%).
Respondents aged 18-34 are much more likely to have done at least one of these activities (61%),
compared to 35-54 year olds (38%) and 55-64 year olds (18%).

2


Main Results
Unless otherwise specified, all of the following results only refer to respondents who had undertaken one of
these shopping related activities on their mobile in the past 6 months (N=1000).

Amongst those who had undertaken at least one mobile shopping related activity on their phone in the last 6
months, purchasing phone content is the most popular (61%), followed by purchasing physical goods/services
(45%) and redeeming discounts or coupons (38%).
Women are more likely than men to have redeemed discounts or coupons (41% vs. 34%)

3


Mobile activities in the past 6 months
To purchase content f or your mobile phone
61 %
(eg ringtones, apps)

To purchasing physical goods or services 45 %

To redeem discounts or coupons 38 %

To purchase other digital content (eg songs,
34 %
ebooks)

To purchase or use tickets (e.g. f or travel,
27 %
admission to concerts, etc.)

Used it as a tickets (e.g. f or travel, admission
24 %
to concerts, boarding pass etc.)

To collect or redeem loyalty rewards (like
20 %
airline miles)

Source: Lightspeed Research

4


Purchasing phone content is popular across all age groups, although other activities are most popular
with 18-34s

Mobile activities in the past 6 months
18 – 34 35 – 54 55 – 64

To purchase content f or your mobile phone 63 %
61 %
(eg ringtones, apps) 57 %

50 %
To purchasing physical goods or services 46 %
29 %

50 %
To redeem discounts or coupons 33 %
26 %

To purchase other digital content (eg songs, 45 %
31 %
ebooks) 19 %

To purchase or use tickets (e.g. f or travel, 34 %
24 %
admission to concerts, etc.) 18 %

Used it as a tickets (e.g. f or travel, admission 30 %
22 %
to concerts, boarding pass etc.) 17 %

To collect or redeem loyalty rewards (like 26 %
18 %
airline miles) 13 %
Respondents who have done at least one of these activities

5


When it comes to purchases made via a mobile, apps are the most popular (58%), followed at some distance
by music (33%) and clothes/shoes (24%). One in five have purchased food or groceries via mobile.
Women are more likely than men to have purchased clothes or shoes (29% vs. 18%)

Mobile purchases
Apps 58 %

Music 33 %

Clothes, shoes 24 %

eBooks / iBooks 23 %

Travel (hotel, train ticket, f light etc) 23 %

Food, groceries etc. 20 %

Event tickets 19 %

Take-away meal 18 %

Other 15 %

Toiletries, make-up, f ragrance 13 %

Video content 10 %

Charity donation 7%


6


Each purchase type is most popular with 18-34 year olds, although apps have a broader appeal than
other items

Mobile purchases
18 – 34 35 – 54 55 – 64

68 %
Apps 54 %
48 %
45 %
Music 31 %
13 %
35 %
Clothes, shoes 20 %
9%
30 %
eBooks / iBooks 21 %
16 %
26 %
Travel (hotel, train ticket, f light etc) 23 %
16 %
24 %
Food, groceries etc. 19 %
11 %
21 %
Event tickets 18 %
16 %
26 %
Take-away meal 13 %
15 %
12 %
Other 16 %
16 %
20 %
Toiletries, make-up, f ragrance 11 %
4%
14 %
Video content 10 %
3%
8%
Charity donation 6%
4%

7


Almost six out of ten (who have done some kind of mobile phone shopping) say they use their phone to
research a product while in store. The under 55s are the most likely to do this.

Proportion who use mobile to
research products when in store
66 %
58 % 58 % 58 % 57 %

39 %

Total Male Female 18 – 34 35 – 54 55 – 64

The most common in-store mobile research activity is to visit price comparison sites, followed by visiting sites
to read product reviews by other users.

How products are researched on
mobile when in store
Visit price comparison sites 68 %

Read product reviews by other users 49 %

Check availability 42 %

Visit the website of the product/company
37 %
making the item

Read product reviews by prof essionals 30 %

Find out more about the product
27 %
(ingredients, ethical reputation)

Find out more about the retailer 17 %

Other 3%
Base: Respondents who research on mobile when in store

8


Visiting price comparison sites is popular across age groups, as is checking availability, and visiting
the manufacturer's website.

How products are researched on
mobile when in store
18 – 34 35 – 54 55 – 64

68 %
Visit price comparison sites 68 %
65 %
55 %
Read product reviews by other users 47 %
37 %
42 %
Check availability 41 %
43 %
Visit the website of the product/company 37 %
37 %
making the item 40 %
34 %
Read product reviews by prof essionals 30 %
19 %
Find out more about the product 32 %
24 %
(ingredients, ethical reputation) 24 %
20 %
Find out more about the retailer 17 %
11 %
2%
Other 2%
6%
Base: Respondents who research on mobile when in store

9


Convenience is the most cited reason for purchasing via mobile, either in general, or because the item was
intended for the mobile.

Reasons for making most recent
mobile purchase on mobile rather
than via computer/tablet or in store
It was the most convenient method 51 %

It was easier as the item was f or my mobile
31 %
(e.g. app, ringtone, iBook)

It was cheaper than elsewhere 13 %

I really like shopping on my mobile 12 %

Could not get to the store, or the store was
10 %
closed

I got an of f er to my phone to use if I bought
10 %
in store

I could only buy the item via mobile 9%

I received a discount f or using my mobile 9%

Other 4%

10


Websites are the most popular way to purchase via mobile, followed by apps.

Preferred way to purchase via
mobile
53 %

39 %

3% 4%

Via a Website Via an App Via an SMS Other

Websites are popular across all age groups, but apps are more popular with younger respondents.

Preferred way to purchase via
mobile
18 – 34 35 – 54 55 – 64
55 % 54 %
50 %
45 %
37 %
32 %

9%
4% 4% 3% 4%
2%

Via a Website Via an App Via an SMS Other


11


PayPal is the preferred way to pay when shopping via mobile, followed by credit card.
Men are more likely than women to prefer to pay via credit card (36% vs. 27%).
55-64 year olds are least likely to prefer to pay via PayPal (46% vs. 52%-54% of younger
respondents).

Preferred way to pay when purchasing
via mobile
52 %

31 %

7%
4% 4%
1%

PayPal Credit card Add to my Using a Other SMS charge
mobile phone voucher/code
bill


The majority are satisfied with their most recent mobile shopping experience - with little difference between
age and gender groups. In fact just over one third (36%) say they were very satisfied with the experience.

Satisfaction with most recent
purchase experience via mobile

79 % 78 % 81 % 76 % 78 %
82 %

18 % 19 % 17 % 21 % 20 %
16 %
3% 3% 2% 3% 2% 3%

12


For four in ten respondents (39%) a poor mobile purchasing experience would put them off using the same
retailer again. Three in ten (31%) would use the same retailer, but would probably shop using another means.

Would a poor mobile purchasing
experience put you off using that
39 % retailer again?
31 %

20 %

9%

2%

Yes No No, but I would Maybe Don't know
probably shop
with them some
other way, and
Source: Lightspeed Research not use my mobile

For most respondents, ease and practicality of shopping via mobile or PC depends on the product or service
being purchased (52%). However one in five (19%) say that a mobile is easier / more practical.

Do you find making purchases via a
mobile phone easier or more practical
than using a laptop? 52 %

29 %

19 %

Yes No Depends on the specif ic
product or service


13


18-24s are the most likely to say that mobile purchasing is easier/more practical than using a laptop

Do you find making purchases via a
mobile phone easier or more practical
than using a laptop?
18 – 34 35 – 54 55 – 64
55 % 55 %
45 %

34 %
31 %
27 %
24 %
18 %
11 %

Yes No Depends on the specif ic
Source: Lightspeed Research product or service

Just over half say that their mobile is well suited to making purchases. For those that think otherwise. Size,
security and speed are the key issues.

Is your mobile phone well suited for
making purchases?

Yes 56 %

No, because it is too small 18 %

No, because it is less secure 14 %

No, because it is too slow 13 %

No, because it costs more in
10 %
data/browsing

No, because it has poor internet
9%
connection


14


Under 55s are the most likely to say their phone is suited to making purchases

Is your mobile phone well suited for
making purchases?
18 – 34 35 – 54 55 – 64

57 %
Yes 61 %
40 %
16 %
No, because it is too small 17 %
24 %
14 %
No, because it is less secure 12 %
20 %
14 %
No, because it is too slow 14 %
12 %

No, because it costs more in 8%
9%
data/browsing 18 %

No, because it has poor internet 10 %
8%
connection 10 %

15


Respondents are most likely to be interested in using their phone as a sat nav, followed by using it to pay for
goods/services in a shop, and using it as an electronic ticket for public transport. Around one quarter would
like to use their phone as an electronic key for their house or car.

Which of the following would you like to be
able to do with your mobile phone?
Use it as Satellite navigation system 48 %

Use it to pay f or goods and services in a shop 41 %

Use it as an electronic 'ticket' f or public
40 %
transport

Pay bills 38 %

Use it as a passport / identity document f or
34 %
travelling
Use it to locate your f riends / f amily / children
34 %
in real time
Use it to monitor your home security system in
29 %
real time
Use it as an electronic key f or your house or
24 %
car
Use it to monitor my children at
17 %
home/school/nursery when I am at work

None of the above 12 %


16


In general men are more interested in each of these functions than women.

Male Female

44 %

39 %
Use it as an electronic 'ticket' f or public 42 %
transport 38 %

Pay bills 39 %
38 %
Use it as a passport / identity document f or 39 %
travelling 29 %
Use it to locate your f riends / f amily / children 36 %
in real time 31 %
Use it to monitor your home security system in 36 %
real time 21 %
Use it as an electronic key f or your house or 29 %
car 19 %
Use it to monitor my children at 15 %
home/school/nursery when I am at work 18 %

14 %

17


55-64 year olds are the most likely to be interested in using their phone as a sat nav (53%) and as an
electronic key for their house or car (31%).

18 – 34 35 – 54 55 – 64

47 %
53 %
42 %
40 %
Use it as an electronic 'ticket' f or public 45 %
39 %
transport 33 %
43 %
Pay bills 37 %
31 %
Use it as a passport / identity document f or 33 %
35 %
travelling 35 %
Use it to locate your f riends / f amily / children 34 %
33 %
in real time 33 %
Use it to monitor your home security system in 27 %
29 %
real time 32 %
Use it as an electronic key f or your house or 20 %
25 %
car 31 %
Use it to monitor my children at 20 %
17 %
home/school/nursery when I am at work 8%
10 %
14 %

18


Respondents who did not want to use their phone to pay for goods/services in a shop were asked their
reasons. Most (54%) say it would make people more likely to steal their phone, while just over one third don't
trust the phone company with that amount of data (35%).

Reasons people do not want to use
mobile to pay for goods and services in a
shop (via scanning it rather than using credit/debit card)
It would make people more likely to steal
54 %
my phone

I don’t trust the phone company with that
35 %
much data

It would probably cost more to do this 24 %

I don’t trust the phone company to bill me
20 %
correctly

It’s an invasion of privacy 20 %

Base: Respondents who do not wish to use their phone to pay for goods/services in a shop

Although most respondents haven't spent more than £39 on a single mobile purchase (66%), one in ten say
they have spent £100 or more. This increases to 14% of men.

Most ever spent on a single
purchase via mobile
Less than £20 46 %

£20 - £39 20 %

£40 - £59 13 %

£60 - £79 6%

£80 - £99 5%

£100 or more 10 %


19


The jury is still out when it comes to the safety of mobile purchases vs. purchasing from a computer. Although
a slight majority think mobile purchases are as safe (54%), 46% remain unconvinced. This increases to 64%
of 55-64 year olds.

Do you think purchasing via your mobile is
as safe/secure as purchasing via a
computer? Yes No

46 % 47 % 46 % 42 % 44 %
64 %

54 % 53 % 54 % 59 % 56 %
36 %


For more information please contact:
Ralph Risk, Marketing Director, EMEA
T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901
rrisk@lightspeedresearch.com | www.lightspeedresearch.com

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Figaro digital lightspeed_research_mobile_shopping_november_2012

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