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The Mobile Effect-Measuring New Shopping Behaviors & Attitudes
1. The Mobile Effect
Measuring New Shopping Behaviors & Attitudes
Ryan Rothe
Director, Client Development
Research Now Mobile
2. 2
Life of eRiN
Will have a self-contained video play when starting out the presentation.
http://vimeo.com/68550353
3. 3
Smartphone Users Reach to Phone ~150x a Day
# of Times Typical User Checks Phone per Day
Other includes voicemail, charging, and miscellaneous activities. Source: TomiAhonen Almanac 2013.
4. 4
Smartphones = Extraordinary Attributes –
Connected + Excited + Curious/Interested + Productive
Source: IDC. 3/13. Facebook-sponsored research asked smartphone owners how an array of social and
communication activities on their phones made them feel. Most owners use ~7.4 social and communications
apps on their phones. Responses are indexed above.
USA Smartphone User Relative Sentiment Index (10 = Strongest, 0=Weakest), 3/13
When Asked How Social and Communication Activities on Smartphones Made You Feel
5. 5
The Reality is: Mobile is a Mainstay of Our
Everyday Lives
Which makes it a key path-to-purchase ‘touchpoint’
Source: www.eMarketer.com
6. 6
Make Mobile Devices a Focus of Research
Not just a data collection tool
Source: Pew Research Center; National Center for Heath Statistics, National
Health Interview Survey
7. 7
Today’s Path to Purchase Is More Complex
Than Ever…
How do you capture better insights?
Awareness
Interest
Desire Action
8. 8
The New Multi-Screen World
Understanding Cross-Platform Consumer Behavior
Source: Google/Ipsos/Sterling, 2012.
9. 9
Total Respondents = 5826
Survey fielding
Nov 19-21, 2012
Behavioral tracking
Nov 19-30, 2012
Sample Behavioral: 1150Sample Size: 5826 Sample Size: 5826 Store visits: 800
Web-based Surveys Web-behavioral Data
Mobile Survey &
Behavioral Data GPS Data
A single-source methodology
The study: holiday shopping
14. 14
What Can Be Captured
2 Primary Mobile Platforms
7 Types of Data Collected Passively
• Location: GPS
• Apps: usage (foreground time)
• Phone calls: incoming, outgoing, missed, duration
• Text/SMS Messages: sent, received
• Email: sent, received
• Web: URL/websites visited, bookmarks
• Camera: usage
15. 15
What We Can Do With…
Location Data (GPS) Considerations
• Filter behavioral data by
location
• Derive location type
(e.g. home, work)
• Target and push surveys
• Advanced analytics
• Not everyone is trackable
• GPS accuracy: Satellite
vs. Network
• Frequency of
communication
16. 16
What We Can Do With…
App Data Considerations
• Target based on apps
installed
• Measure “stickiness”
• Slice and dice
• Capture foreground &
background usage
• Passive or “active” usage
• Raw data allergies
17. 17
What We Can Do With…
Web/URL Data Considerations
• Track websites/URLs
visited
• Aggregate – top sites by
category, user
• Compare website usage
vs. app usage
• What is captured, what is
delivered, and what may
be lost
• Time measurement
18. 18
What We Can Do With…
Text/SMS, Email, Phone,
Camera, Music
Considerations
• Track ingoing and
outgoing communications
• Log camera usage
• Capture specific details of
music played
• Music listening varies by
platform
• Boolean capture
• When content is
important, ask
19. 19
SATQ4bUSA
At
which
.me
of
the
day
would
you
prefer
e-‐Rewards
to
send
surveys
similar
to
this?
What This Means for Research
Behavioral data stands alone…
or hand in hand with other data points
On its own/
Aggregated
• Key indicators and
measures
• Trend spotting
Sliced and
diced
• Place and time
• Demographics
• Attitudes and
behaviors
Combined with
survey data
• Stated vs. actual
• Trust but verify
• Understand the
“why”
21. 21
Study Overview
Methodology
• Pre and post shopping surveys were
pushed to respondents based on
location
• With geo-validation, panelists
were invited to take surveys
while within the “fence”
• Behavioral data was collected along
with the surveys
• Focus was on the Grocery channel,
but also collected Mass, Club, Drug
• Study was fielded March through
May 2013
22. 22
Study Overview
Why combine survey and behavioral data?
• Synthesize data from both sources
• Stated vs. Actual Behaviors
• Trust but Verify
• Understand the in-store shopping
experience and gain a better idea of
what shoppers are actually doing on
their phones while in store
• Does behavior vary by trip type,
category, etc.?
23. 23
51% Used their phones while in store
What did they do?
CASE
STUDY
36%
21%
10%
19%
15%
15%
19%
13%
22%
15%
Send or receive a text message
Make or receive a phone call
Use Facebook
Send or receive an email
Use the internet
Behavioral
Survey
Which of the following did you do in the store today?
24. 24
Reasons for using the internet varied
1 in 3 internet users compared prices online
CASE
STUDY
32%
23%
26%
15%
36%
For what reasons did you use the internet on your phone while in the store today?
25. 25
Phone and Text Usage
Shoppers commonly called and texted regarding
purchases
43%
57%
Did you TALK with someone on the
phone to discuss a purchase you
made or were thinking of making?
32%
68%
Did you TEXT with someone about a
purchase you made or were thinking of
making?
28. 28
Takeaways
Research
• People act like people when in grocery stores. They are on
Facebook. They play games. While they wield smartphones, they
don’t typically use them like retailers might want them to.
• Human element impacts purchase decision: old school
communication – phone – and new school – text - impact the
purchase decision. Apps and web, to a lesser degree.
• Shopping apps are still nascent and retailer apps especially are
underutilized. Opportunity to engage but need to break the usual
stride. People are not accustomed to using their phones in these
newfangled ways – at least in grocery.
29. 29
Takeaways
Methodology
• Geo, survey and behavioral all complement and stand stronger
together than on their own
• Again, trust but verify
• Here we limited to one shopper, one trip. Can make longitudinal.
• Aggregate and break out
• Competitor analysis
32. 32
Online vs. Offline
Connectivity availability
§ Cellphone reception
§ App-based or
mobile-optimized survey
§ Planning for
conjoint/maxdiff elements
33. 33
Rich Media
Added depth and texture
§ Keep use of audio, photos, or
video capture to <5 per survey
§ Magnitude of collection
§ Be careful what you ask for…
§ Power of hearing the voice of
the customer
BeforeAfter
34. 34
Respondent Recruitment
Research objective vs. respondent engagement
§ In-the-moment vs. pre-recruitment
§ Recruiting for missions
§ Geo-based surveys – physical
address vs. lat/long (think mall)
§ Billboards, C-Stores, Retail