SHOPPER INSIGHTS

SHOPPER INSIGHTS

Moderator
Manila Austin
Director of Research
Communispace Corporation

Mobile Goes Shopping
With Yahoo! and Nielsen

Ashmeed Ali David Gill
Senior Manager Vice President
Yahoo! The Nielsen Company

Background
With the increased adoption of smartphones, faster network speed
and convenience factor, mobile presents a tremendous opportunity
for marketers to reach a captive, commerce-oriented audience while
they are shopping. Yahoo! commissioned a study with Nielsen to
create a framework around mobile Internet shopping behaviors to
better understand:

• Mobile Usage & Consumption Basics
• Mobile Shopping Penetration & Activities
• Mobile Impact on Purchases
• Mobile Advertising

Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010

Methodology
WHO 8,384 respondents ages 13-64
5,313 were Mobile Internet Category Users:
• Own a mobile device with access the Internet
• Access information related to at least one of 12 product categories
3,071 were PC Internet Category Users:
• Own a desktop/laptop/tablet PC with Internet access
• Access information related to at least one of 12 product categories
• PC Internet shoppers could not access any category information on a
mobile device but could still own a mobile phone

FOOD/
DIG CON ENT DINE C ELEC FIN TRAV APPARL HEALTH BEAUTY HOME AUTO
BEV
Mobile Base 937 678 663 451 570 370 370 272 282 283 227 210
PC Base NA 454 320 313 293 224 258 264 251 234 223 237

HOW 25-minute-online-survey

WHEN June 2010


We Asked Mobile Internet Users About
the Categories They Use…
• Automobiles or automobile parts or • Packaged food and beverage
accessories (such as repair (such as groceries, snack
info/tips, tires, tools, wheels, engines etc.) items, recipes, cooking tips, etc.)
• Beauty and personal care • Healthcare or medical related
(such as shampoo, make- (such as
up, perfume, grooming, beauty tips, etc.) services, remedies, medication, healthy
eating, etc.)
• Clothing apparel and fashion
accessories (such as style • Personal or vacation travel (such as airline
tips, jeans, shirts, outerwear, kids tickets, hotels, car rentals, etc.)
clothing, jewelry, footwear, sizing info etc.)
• Restaurants/Dining (such as casual, fast
• Consumer electronics and technology (such food, bakery/café’s, fine dining or local
as cell phones, digital restaurants in your area)
cameras, computers, gaming
consoles, GPS, etc.) • Home improvement
(such as tips, designing-
• Entertainment items and content (such as related, furnishings, accessories, repair
DVDs, games, music, concert/movie items, indoor/ outdoor, garden, etc.)
tickets, TV shows/clips, etc.)
• Digital content for my mobile phone
• Financial services (such as banking, paying (ringtones, apps, music)
bills, financial calculators etc.)


General Mobile Internet
Attitudes & Behaviors

Mobile is Critical in Daily Life
I agree with the following…

My cell phone is critical in my daily life 68%

I can browse the Internet whenever
66%
I want thanks to my mobile device

I browse the Internet more often
46%
because I can use my mobile device

Please indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users

Mobile Also Complements PC Usage and
Enhances the Internet Experience
I agree with the following…
I sometimes visit a site on my mobile
59%
device and follow-up on my PC
I sometimes visit a site on my PC and
34%
follow-up on my mobile device
Mobile Internet is more convenient
30%
than home connections
I visit different sites on my mobile device
29%
than I do on my PC
Mobile technology is more exciting
28%
than PCs
Browsing the Internet on my phone
26%
is as easy as on my PC

Please indicate how much you agree or disagree with each of the following statements. “Agree.” Base=Mobile Internet Users

Most Mobile Internet Users Access the
Mobile Internet While Watching TV
Typical mobile internet activities while watching TV
Texting

56%
Social Networking

40% Browsing content not
related to program
Emailing
37%
Using Mobile Apps
33%
Browsing content related
33% to program
24% Searches related to a
commercial
23%
IM
19%
Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the
mobile device/PC Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet /PC Users. What are you typically doing while
you are on your mobile device while watching TV? Base=Mobile Internet and PC users who use it while watching TV.

And They Use Multi-Media Features
to Help in Product Decisions
Typical activities on mobile internet while shopping
Browse for content not related to
35% what I was in the store/mall for

15% Scan a barcode
20%
Use or request a coupon
38%
25% Help you shop or get information
about a product/service

44% Communicate with a friend or
family member via IM-ing

Communicate with a friend or
48% family member via email

Take and/or send a picture of a
product/product details to a
friend or family member
70% Communicate with a friend or
family member via texting

Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the
mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users. You mentioned that you use your Internet-enabled
mobile device within a store or a mall. Do you ever use it in a store or mall to do the following? Base=Mobile Internet Category Users. who
access it in a store or mall. Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010

When Consumers Use Their Phone to Research,
½ the Time They Plan on Making a Purchase
After researching on mobile, I purchase
product/service… (via any method)
21%
Never

Rarely 28%

Occasionally
51%
38% Frequently or
Frequently Occasionally Buy
After Research
13%

When you are browsing or researching in general, how frequently would you say you do each of the following using your Internet-enabled mobile
device? “Browse or research using my mobile device first and then purchase afterwards.” Base=Mobile Internet Users.

Although Mobile Shopping Research is
Nascent, the Scale and Potential are Large
Sizing the category & interest


Currently, the PC Experience Still Offers a
Better Experience Through the Funnel…
Current mobile & PC purchase funnel usefulness –
net of all categories
51%
To hear about or discover a product and service
35%

78%
To help me learn more
45%

74%
To help me narrow down the selection PC
43% Mobile

71%
To help me make a final decision
42%

62%
To keep up-to-date on news or deals
44%

How useful is using your mobile device/PC to help you with each of the following aspects of your browsing or research
process for <<CATEGORY>>? “Extremely/very helpful” summary. Base=Mobile/PC Internet shoppers.

…With Great Opportunities and Strides
Needed in Higher Incidence Categories
Current mobile purchase funnel usefulness –
net of all categories At/above average Below average

To hear about or
discover a product 34% 34% 32% 37% 26% 31% 38% 45% 36% 41% 40% 38%
and service

To help me learn
more
39% 44% 43% 52% 36% 44% 47% 53% 50% 50% 49% 54%

To help me narrow
down the selection
35% 40% 46% 47% 32% 43% 46% 45% 55% 52% 52% 43%

To help me make a
final decision
38% 38% 41% 46% 29% 43% 48% 48% 46% 47% 45% 49%

To keep up-to-date
on news or deals
41% 42% 36% 47% 40% 44% 48% 52% 48% 49% 48% 47%

How useful is using the Internet or applications on your mobile device to help you with each of the following aspects of
your browsing or research process for <<CATEGORY>>? Base=Mobile Internet Category Users.

Categories That Have Lower Incidence Also
Have the Greatest Ramp for Future Growth
Stated future use of mobile in the purchase funnel
(more or about the same as PC) At/above average Below average

To hear about or
discover a product 46% 48% 45% 50% 47% 46% 40% 48% 53% 53% 50% 55%
and service

To help me learn
more
47% 48% 45% 52% 49% 46% 46% 47% 54% 56% 53% 57%

To help me narrow
down the selection
47% 49% 47% 51% 52% 49% 49% 51% 55% 56% 59% 61%

To help me make a
final decision
48% 49% 47% 48% 50% 47% 52% 51% 55% 57% 56% 57%

To keep up-to-date
on news or deals
52% 52% 51% 57% 54% 53% 55% 58% 62% 61% 61% 66%

Over the next 12 months, which will you be using more to do each of the following for <<CATEGORY>>
information/products/ services, a computer or an internet-enabled mobile device? Base=Mobile Internet Category Users.

For Researching, Mobile is Great for
Convenience, Especially When Not Near a PC
I agree with the following… net of all categories
Mobile is good for doing research when I’m not
near a computer or laptop
56% Proximity to PC
I only research purchases on a mobile device 64%
when I’m not near a computer 50%

It’s good for researching unplanned purchases 45%
Mobile is good for doing time-sensitive research 45%
Mobile is good for researching Speed/Convenience
impulsive purchases 41% 65%
I only research purchases on a mobile device
when it’s faster than using a computer 33%
It’s the most convenient way to
research purchases 23%
Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following
statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.” Base=Mobile Internet Category Users.

Mobile Shopping Activities &
Purchase Behavior

Mobile Activities Approaching
Similar Rates to PC
Shopping activities tried or interested in –
net of all categories Mobile PC

Visited a website 91% 96%
Used a search engine 86% 91%
Got store information 79% 85%
Compared products or services 67% 82%
Compared prices of products or services 67% 83%
Read professional reviews for products or services 61% 70%
Read user reviews 59% 65%
Looked at pictures of products/services 58% 76%
Created/managed a shopping cart or list 48% 48%
Looked for/purchased gift cards or certificates 47% 48%
Watched an online video 46% 50%

Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled
mobile device, and what are you interested in doing? Base=Mobile Internet Category Users.

… With Social Shopping, Deal Hunting, and
Ads Being a Part of the Experience
Shopping activities tried or interested in –
net of all categories Mobile PC
Made a Purchase (Net) 62% 66%
Used or requested a coupon 62% 74%
Looked for deals, coupons, offers or promotions 61% 76%
Took and sent a picture of product /details to others 59% 34%
Communicated with someone about ___ via email 57% 44%
Communicated with someone about ___ via IMing 44% 24%
Interacted with ads w/in search results 44% 54%
Interacted with online ads 42% 46%
Interacted with video ads 40% 39%
Communicated with someone about ___ via texting 63%
Click-to-call automatic routing 60%
Looked for/downloaded apps to my mobile device 59%
Scanned a barcode 60%

Earlier you said you’d accessed <<CATEGORY>> shopping information. What specifically did you do on your Internet-enabled
mobile device, and what are you interested in doing? Base=Mobile Internet Category Users.

Let’s take a look at some
of the category specific
shopping activities

Mobile Elicits Action from Category
Users, Though at a Lower Incidence Than PC
Actions taken after accessing mobile category
information Mobile PC
Made a purchase offline/online/mobile (NET) 43% 67%
Used a search engine for more info 36% 61%
Looked online for more info 24% 50%
Posted a comment/updated social networking site 22% 18%
Told a friend, family member or colleague 22% 33%
Went to a retailer/store/distributor for more information 20% 33%
Called a toll-free or 800 number 20% 21%
Considered buying product/services 19% 41%
Entered a contest or sweepstakes 17% 39%
Used a coupon 15% 36%
Downloaded apps to my mobile device 15%
Recommended product/service to someone else 15% 23%
Forwarded a link or video to others 14% 18%
Thought more favorably about a brand or product 13% 28%
Read or wrote on a blog 12% 14%
None of the above 23% 8%

Which of these actions have you ever taken as a result of browsing or researching <<CATEGORY>> information or products or
services on your mobile device? Please select all that apply. Base=Mobile Internet Category Users.

Understanding Mobile Advertising

Consumers Understand That Experiences
Aren’t Free But Have Ad Expectations
I strongly agree/agree with mobile advertising…
I’m ok with advertising if it means
46%
that I can access content for free

After I see an ad, I sometimes look
30%
for more information

Ads have become more interesting
29%
than they used to be

Ads are more helpful at finding
28%
geo-graphically relevant information

I am more likely to click on ads that
22%
incorporate multimedia elements

I am more likely to click on ads
22%
that are simple text ads

statements about researching <<CATEGORY>> purchases using a mobile device. “Agree.” Base=Mobile Internet Category Users.

Mobile Internet Shoppers Are Goal
Oriented and Require Expediency and Trust
Describes shopping category experience
I wanted to finish what I was doing
48%
as quickly as possible
I was using a website or mobile
47%
application I trust
I knew exactly what I needed to do and
44%
I achieved it
I gave my full attention to the <category>
36%
information I was accessing
I was actively shopping/looking up
35%
<category> information
I took my time to complete what I was doing 32%
I was just exploring and did not have a
31%
specific goal to accomplish
I accessed <category> information
29%
because I was bored
I accessed <category> information
24%
as part of my general routine
Accessing <category> information
20%
is a passion of mine

Using the scale below, please tell us how well each statement describes your experience while you are using your mobile
device for <<CATEGORY>> information or products or services. Base=Mobile Internet Category Users.

Less Than Half See Advertising, But Most
Will Look at Ads on Their Phones
Advertising recall

14%

I never look at it
Yes
No 61% 39% 66% I sometimes look at it

I always look at it

20%

Saw advertising during Reaction to advertising
shopping process

When you see <<CATEGRORY>> advertising on your mobile device/computer, which best describes your general reaction?
Base=Mobile/PC Internet shoppers who have been exposed to advertising.

Depending on the Category, Advertising
Should Be More Graphical and Branded
Important mobile advertising attributes
At/above average Below average

Informative 49% 52% 49% 54% 47% 56% 61% 54% 57% 63% 58% 57%

Relevant to
Interests
45% 48% 44% 51% 38% 54% 59% 47% 55% 57% 53% 51%

Simple 36% 41% 39% 43% 33% 43% 48% 38% 42% 54% 47% 47%

Branding 24% 28% 27% 29% 24% 29% 38% 31% 37% 39% 33% 37%

Graphical/
Multimedia
21% 26% 20% 30% 22% 23% 31% 29% 28% 35% 29% 33%

Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising on
your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users.

Mobile Ads Needs to Keep Location and
Geography in Context Across Categories
Mobile location based-advertising

77% 78% 76%
75%
69% 71%
68% 67% 67%
65% 64%
62%

35% 35% 34% 34%
32%
27% 27% 27% 28%
23% 26%
20%

Mobile ads relevant to my current location (% Important)
Mobile ads are helpful at finding geo-graphically relevant information (% Agree)

Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for <<CATEGORY>>
information or products or services.
Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising on your mobile device.
“Extremely/very/somewhat important.” Base=Mobile Internet Category Users.

What it Means for Advertisers
• Although mobile shopping research is still nascent, a significant
number of mobile Internet users are accessing the Internet in-
store, often to search for shopping information. By targeting mobile
ads to these engaged users, marketers can reach a receptive
audience at the time of purchase, or while conducting research for a
future buy
• With the growth of mobile shopping research, marketers need to
ensure that their mobile websites are informative and easy to find
and navigate on mobile devices
• There is also a compelling opportunity to integrate mobile ads with
TV and Internet campaigns as mobile is a complementary medium
• Tailor your mobile ads to deliver the information that mobile
shoppers are looking for. Consumers want mobile ads to include
price, product features, and benefits

THANK YOU!

QUESTIONS?
ashmeeda@yahoo-inc.com
david.gill@nielsen.com

Mobile internet users skew younger, non-
white, higher income & educated, urban and
suburban and are less likely to own a PC
Mobile Internet PC Mobile Internet PC
User Internet User User Internet User
Male 51% 47% RIM BlackBerry 25% 16%
Female 49% 53% Apple/iPhone 22% 2%
13-24 (Net) 28% 20% Samsung 14% 24%
25-34 (Net) 27% 19% LG 9% 23%
35-44 (Net) 21% 19% Motorola 9% 15%
HTC 7% 4%
45-54 (Net) 15% 23%
55-64 (Net) 9% 19%
AT&T 34% 22%
MEAN AGE 34.52 39.71
Verizon Wireless 25% 33%
Sprint/Nextel (Net) 17% 19%
White 76% 82% T-Mobile 12% 9%
Yes, of Hispanic origin 13% 7%
Black or African-Am 11% 9% DEVICE OWNERSHIP:
PC/Laptop computer 79% 100%
Average Income Smart/Feature Phone (Net) 94% 49%
78.09K 55.37K
(Thousands) Smartphone/PDA 64% 10%
Advanced features 43% 40%
Yes, Children 42% 33% MP3/portable media player 61% 48%
Handheld gaming device 32% 21%
Urban 30% 23% Basic mobile phone 15% 45%
Suburban 55% 49% Tablet PC 6% 1%
Rural 15% 28%

College or more 51% 39%
Some college 30% 35%
High school 12% 17%


35

9 in 10 have accessed the mobile web
at a store
Access Internet while at a store at the mall

15%
29%
Never 23%

Rarely 23%

Occasionally
41%
Frequently
38%

21%
10%

At a store At a mall
Please think about when you are in the following locations. When you are in each location below, how often do you access the Internet on the mobile
device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users.
You mentioned that you use your Internet-enabled mobile device within a store or a mall. Do you ever use it in a store or mall to do the following?
Base=Mobile Internet Category Users. who access it in a store or mall. 36

In-store usage is about communication
and product information
Mobile activities while at a store or mall
Communicate with a friend or family member via texting 70%

Take and/or send a picture of a product/product details to a
48%
friend or family member

Communicate with a friend or family member via email 44%

Communicate with a friend or family member via IM-ing 25%

Help you shop or get information about a product/service 38%
Shopping Activities
Use or request a coupon 20% 49% (NET)
Scan a barcode 15%

Browse for content not related to what I was in the store/mall for 35%

Play a game 24%

You mentioned that you use your Internet-enabled mobile device within a store or a mall. Do you ever use it in a store or
mall to do the following? Base=Mobile Internet Category Users. who access it in a store or mall.
37

The majority of mobile users access mobile
Internet while watching TV
Access Internet while watching TV

13% 7%

16% 22%

Never 20%
36%
Rarely
Occasionally
Frequently
51%
35%

Mobile PC or Laptop

Please think about when you are in the following locations. When you are in each location below, how often do you access the
Internet on the mobile device/PC Laptop you use most often? “Frequently/occasionally.” Base=Mobile Internet /PC Users.
38

1 in 5 search for more information related
to the commercials they saw
Content they are browsing while watching TV
Mobile PC

Communicating with a friend or family member via
texting
56% NA

Updating/reading social networking sites 40% 53%

Browsing content on the internet not related to what
37% 70%
I’m watching

Communicating with friend/family member via email 33% 49%

Using mobile applications 33% NA
Browsing content on the internet related to what I’m
24% 28%
watching
Doing Internet searches/looking up information
23% 32%
related to a commercial that I saw

Communicating with friend/family member via IM 19% 22%

What are you typically doing while you are on your mobile device while watching TV?
Base=Mobile Internet and PC users who use it while watching TV.
39

Usage is high throughout the day – with peaks
starting after lunch
Mobile Internet Usage by Time of Day
Weekdays
Weekends

70% 69% 70%
65%
58% 71% 71%
66% 64%
43% 58% 40%
26% 23%
29%
17%

6 to 9am 9 to 12pm 12 to 4pm 4 to 6pm 6 to 8pm 8 to 11pm 11 to 1am 1 to 6am

What times of the day do you typically use the Internet or web-enabled Internet applications on your mobile device?
Base=Mobile Internet Users.
40

Usage is both in and out of home – with 2 in 5
using in the bathroom
Mobile Internet Usage Locations - Access Frequently/Occasionally
At a hotel 63%
46%
At work 66%

At a restaurant/café/bar 65%
58%
At a concert 29% Out 93%
29% • On the go 89%
In the car 66% • Retail 71%
49%
Outdoors 69%
67%

63%
At a mall 58%

At home 84%
36%
In my bedroom 68% Home 89%
75%
Watching TV 71%
41%

Please think about when you are in the following locations. When you are in each location below, how often do you access the
Internet on the mobile device you use most often? “Frequently/occasionally.” Base=Mobile Internet Users.
41

Search engines, social networking, and
general consumer portals are used most
Mobile Websites/Applications Visited & Used– Net of all Categories
Search engines (e.g., Google, Yahoo, Bing etc.) 74%
Social networking (e.g., MySpace, Facebook) 53%
General consumer portals (e.g, Yahoo!, AOL, MSN, etc.) 51%
General news (e.g., NY Times, CNN) 45%
Stores/retailers (e.g., Walmart or Sears) 44%
Online video (e.g., YouTube, Yahoo! Video) 44%
Online-only retailers (e.g., Amazon.com) 42%
Category retailer/stores 41%
Category brand or manufacturer sites 39%
Shopping comparison (e.g., Yahoo! Shopping, Google Checkout) 39%
Category reviews 35%
Category emails (e.g. sent daily, weekly, etc.) that I signed up for 33%
Online auction (e.g., Ebay) 32%
Coupon/discounts (e.g., couponcabin.com) 28%
Category discussion boards/blogs 26%
Weekly or Sunday circulars 23%

And which of the following online sources did you use or access on your mobile device when browsing consumer
electronics/technology information/products/services? Please tell us if it was via the internet using your browser or an application
installed on your mobile device. Base=Mobile Internet Category Users
Source: Yahoo!/Nielsen Mobile Shopping Framework Study 2010 42

3 in 5 use Internet via PC to complement their
mobile category research
Other sources used when looking up category info – Net of all Categories

Mobile 100%
Internet using my PC/Laptop 59%
Family, friends, or colleagues 43%
TV 26%
Magazines 25%
In-store displays 21%
Newspapers 18%
Professional(s) 15%
Salespeople 14%
Informational brochures 13%
Radio 12%
Books 10%
800 or toll-free number 9%

What other sources besides using your mobile device did you typically use when browsing or researching <<CATEGORY>>
information/products/services? Select all that apply. Base=Mobile Internet Category Users.
43

Convenience drives mobile category
purchasing, so do impulse buys
Mobile purchase drivers - Net of all Categories

Mobile is good for making purchases when I’m
not near a computer or laptop 46% Proximity to a PC
I only make purchases on a mobile device 56%
when I’m not near a computer 42%

Mobile is good for making time-sensitive
purchases 41%

It’s good for making unplanned purchases 34%

Mobile is good for making impulsive purchases Speed/Convenience
32% 59%
I only make purchases on a mobile device
when it’s faster than using a computer 27%
It’s the most convenient way to make
purchases 21%

statements about making <<CATEGORY>> purchases using a mobile device. “Agree.”
Base=Mobile Internet Category Users.
44

Travel & auto have the longest average mobile
research sessions, while dining has the shortest
Length of Mobile Research Session – Mean in Minutes

NET

31.6
28.5
25.1 26.0 25.6 25.8
24.4
21.3
19.3 19.7
17.6 17.6
13.8

On average, how much time did you spend on each session related to browsing or researching on your mobile device for
<<CATEGORY>> information or products or services? Base=Mobile Internet category Users.
45

Consumers want informative, relevant and
simple mobile advertising
I strongly agree/agree with mobile advertising…
Mobile ads that very clearly told me the price of the product 41%
Mobile ads that are straightforward and fact-based 40% 53%
Mobile ads that are informative 38% Informative
Mobile ads that clearly spelled out the features and benefits 36%

Mobile ads that are relevant 37%
48%
Useful when I’m looking for certain information 37%
Relevant
Targeted just to me and relevant my interests or background 29%

Mobile ads that give a short snapshot of information 31%
41%
Mobile ads that contain a simple call to action 26%
Simple
Mobile ads that are text based 19%

Feel good or better about the brand in general 25% 29%
Mobile ads that focus on the overall value and not price 18% Branding
Mobile ads that incorporate multimedia elements 20% 26%
Mobile banner ads which include graphical elements 18% Graphical

Mobile ads that are entertaining 35%
Mobile ads that are memorable 27%
Mobile ads which are more relevant to my current location 27%
Mobile ads that I can share with friends or family 20%

Please tell us how important the following types of ad features are to you when it comes to <<CATEGORY>> advertising
on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Category Users.
46

SHOPPER INSIGHTS

More Related Content

What's hot

Viewers also liked

Similar to SHOPPER INSIGHTS

More from The Advertising Research Foundation

Recently uploaded

SHOPPER INSIGHTS