Presented by Roddy Knowles, Research Manager and Mobile Subject Matter Expert, Research Now at Market Research in the Mobile World North America 17 - 18 July 2013, Minneapolis, USA This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry

2. WWW.MRMW.NET
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3. Mobile Shoppers:
In-store Smartphone
Use In Context
Roddy Knowles
Senior Delivery Manager,
Mobile Research Expert
July 17, 2013

4. 2
Study Overview
Methodology
• Grocery channel
• Pre and post shopping surveys
completed, pushed to
respondents based on location
• Geo-fenced 56 banners
• Behavioral data collected

5. 3
Study Overview
Behavioral Data Capture
7 types of data were collected passively:
• Location: GPS – latitude/longitude
• Apps: usage (foreground)
• Phone calls: incoming, outgoing, missed,
duration
• Text/SMS Messages: sent, received
• Email: sent, received
• Web: URL/websites visited
• Camera: usage

6. 4
Study Overview
Why combine survey and behavioral data?
• Synthesize data from both sources
• Validate location and purpose
• Stated vs. Actual Behaviors
• Trust but Verify
• Understand the in-store shopping
experience
• How does the connected shopper use
their phone while shopping?
• Does behavior vary by trip type,
length, etc.?
• What roles do smartphones play in
purchase decisions?

7. 5
Shopper Profile
Suzy Shopper
Stop &
Shop –
March
28, 2013
Female,
38,
Married
Coupon
Phone,
Email,
Retailer
App
$96
Stock Up,
46-60
Minutes

8. 6
Shopper Profile
Greg Grocery
Fred
Meyer –
April 18,
2013
Male, 53,
Divorced
Game,
Facebook
$14
Special
Trip,
Under 15
minutes

9. 7
<$25,
55%
$26-$50,
24%
$51-
$100,
11%
$100+,
10%
Total
Spend
Shopping Metrics
Stock Up,
24%
Fill In,
34%
Quick,
19%
Special,
23%
Trip Type
<15,
46%
16-30,
30%
31-45,
16%
46+,
7%
Time
(Minutes)
$41
24 min

10. 8
Shopping Metrics
App Usage
59%
69% 70%
77%
Stock Up Fill In Quick Special
Trip Type
65%
72%
76%
75%
<15 16-30 31-45 46+
Time
(Minutes)
71% 29%

11. 9
App Categorization
Social
Retail/Shopping
Banking
Game
Internet
Weather
News
Phone
Music
Text

12. 10
App Usage
Stated and Actual
31%
24%
13% 12%
5%
25%
21%
16%
14%
11%
Stated Actual
Types of Apps Used
Text/SMS GamesShopping/
Retail
Phone Social

13. 11
App Usage
What & Why
46%
about a
purchase
39%
about a
purchase

14. 12
App Usage
What & Why
83%
Shopping List
41%
Compare
Prices
45%
Coupon

15. 13
Smartphones and Grocery Purchase Decisions

16. 14
Takeaways
• Power in combination – What & Why
• Encourage Shopping/Retailer app usage
• Give them a reason
• Disrupt to engage
• Importance of pre-store mobile activity
• Shopping preparation
• Digital list
• Couponing
• Shoppers are connected
• Impulsivity
• Purchase decision

17. 15
@roddyknowles

18. WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR

19. JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event
for the Mobile Marketing
Research Industry