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Understanding Today’sMobile Device ShopperGoogle/Compete, U.S.Mar 2011
Methodology• This study was based on understanding the attitudes of online users who identified themselves as  wireless pu...
Executive summary                                                              With the changing                          ...
Wireless market sees unprecedented changePrices are going upAverage selling price increased 29% Y/Y among postpaid phonesC...
Competitive overview           AT&T                                 Sprint                T-Mobile                  Verizo...
What            remains the same inconsumer shopping behavior despite themarket shifts?                           Google C...
Buyers make decisions quickly 69% of buyers take less than a week to purchase, similar to 65% in 2009                     ...
Despite the increase in choice, consumers still   consider 1–2 devices                                                    ...
Shoppers remain open to switching  Service Provider                                                                       ...
Shoppers continue to rely on online                                                                                       ...
Vast majority of resources used are still online                                                         Resources Used Du...
Shoppers increasingly use search to find   carrier, retailer and OEM sites   Research Sources Used (Search-referred visits...
Search is particularly important across keytarget audiencesNew Smartphone Buyers are               more                   ...
Consumers who search are more likely to buy                                                                    Convert at ...
1   Be top of mind2   Maximize online presence3   Leverage Search to reach    valuable consumers                          ...
Howdifferently?               are consumers shopping                           Google Confidential and Proprietary   16
Wireless purchasers conduct fewer desktop searches                              Searches                                  ...
Shoppers increasingly search on mobiledevices                  Project estimated 38% of wireless-related searches will com...
Shoppers turn to online videos during thepurchase process                                                                 ...
Smartphone shoppers turn to social sites,                 particularly during major device launches                       ...
iPhone shoppers consider Android phones+300% Y/Y……the inverse, Android Shoppers considering iPhones, has remainedrelativel...
Postpaid users consider Prepaid option…                  2010                                                   2011      ...
…particularly among first time smartphone    buyers      37%      of first time smartphone      buyers considered prepaid ...
Qualified shoppers spend time on the GoogleDisplay Network               Those who use search & spend time               o...
1   Reach shoppers through new digital    touchpoints2   Leverage opportunity to win cross-    shoppers3   Acknowledge con...
How           do consumers usesearch in the purchase process?                           Google Confidential and Proprietar...
Shoppers use search throughout the purchase    27%    Use Search in Beginning                                            1...
Heavy Searchers use both brand &non-brand                            59% of all search queries are OEM branded | 35% are c...
Non-brand terms drive in store traffic                                                                           Non-Brand...
Non-brand terms drive sales   35% of buyers search on   non-brand terms              Top 10 Non-Branded                   ...
Now            what can you as anadvertiser do to sell more wirelessdevices?                             Google Confidenti...
Follow wireless shoppers throughout the   buying process           Maximize desktop search:                               ...
Like what you learned? Find more data and thought starters atwww.thinkwithgoogle.com/insights
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Device Shopper - thinkwithgoogle 2011

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Device Shopper - thinkwithgoogle 2011

  1. 1. Understanding Today’sMobile Device ShopperGoogle/Compete, U.S.Mar 2011
  2. 2. Methodology• This study was based on understanding the attitudes of online users who identified themselves as wireless purchasers and analyzing behavioral clickstream activity of those observed adding a wireless product to their shopping cart• Observed online search and research activity using Compete’s 2MM US opt-in panelists from October 2009 through October 2010, including carrier, OEM, 3rd party reseller, 3rd party research, and social networking sites• Includes both paid and natural Search We observed consumers online We analyzed those who added Surveyed searchers to shopping activity to understand the product to cart, tracing their understand their purchase shopping and searching behavior backward from the behavior. patterns. point of purchase. 2
  3. 3. Executive summary With the changing Despite market shifts, landscape, shoppersWireless market is many shoppingdramatically changing consider new device behaviors remain the options and use same as buyers: different resourcesNew phone launches every Make their purchase decision Mobile search, video usageweek are shortening product quickly and social networks are alllifecycles increasingly important Consider few phones before to the wireless shopperNew devices and features purchasing(e.g. tablets, NFC) create iPhone shoppers considermore choices for consumers Remain open to switching Android carriers & OEMsNew technology (e.g., 4G) is Postpaid buyers considercausing confusion in the Rely on online, and search prepaidmarketplace engines in particular Consider carrier and OEM websites as key research sources 3
  4. 4. Wireless market sees unprecedented changePrices are going upAverage selling price increased 29% Y/Y among postpaid phonesConsumers want the latest & greatestOver 40% of recent wireless buyers purchased a smartphoneSet of choices is always changingFaster device turnover: average time smartphones are on market is6-9 months vs. 3 years prior to 20074G is driving both buzz & confusion50% of Smartphone owners do not know where 4G is availablenor which carriers offer 4G27% of consumers believe iPhone 4 is 4G 4
  5. 5. Competitive overview AT&T Sprint T-Mobile Verizon Launched 4G in Q1 2011 Launched 4G in Q2 2010 Launched 4G in Q4 2010 Launched 4G in Q4 2010 “Only Network "Americas First “America’s “Fastest 4G With Two Layers 4G Network” Largest 4G Network in Of Technology Network” America” to deliver 4G” smartphone % of sales smartphone % of sales smartphone % of sales smartphone % of sales 64% 55% 40% 30% vs.41% Y/Y vs.37% Y/Y vs.12% Y/Y vs.25% Y/Y Recent launches drive buzz and new choices for consumers Major announcements since Feb. 1 Verizon iPhone | AT&T Motorola Atrix | Verizon Xoom | iPad 2 5Source: Smartphone % of Sales, Majestic
  6. 6. What remains the same inconsumer shopping behavior despite themarket shifts? Google Confidential and Proprietary 6
  7. 7. Buyers make decisions quickly 69% of buyers take less than a week to purchase, similar to 65% in 2009 Time Spent Researching Phone Purchase 35% Less than 1 day 26% 32% 40% More than 1 day but less than 1 week 39% 37% 16% 1 week but less than 2 weeks 14% 13% 5%More than 2 weeks but less than 4 weeks 11% 8% Total 2008 (N=1257) 5% Total 2009 (N=2961) 4 weeks or more 9% Total 2010 (N=3314) 10% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Source: Google/Compete Wireless Shopper Study, February 2011 7Q. How much time did you spend researching your most recent cell phone purchase? Please select one answer only.
  8. 8. Despite the increase in choice, consumers still consider 1–2 devices 63% in 2009 67% in 2010Source: Google/Compete Wireless Shopper Study, February 2011Q. How many phone models did you consider when shopping for your recent cell phone purchase? Please 8select one answer only.
  9. 9. Shoppers remain open to switching Service Provider Device 43%did not know exactly which carrier 79% did not know exactly which OEM they would purchase from they would purchase vs. 42% in 2009 vs. 78% in 2009 Switchers have a wide consideration set, 77% considered more than 1 providerSource: Google/Compete Wireless Shopper Study, February 2011q. When you first considered your most recent cell phone purchase, which statement best describes your mindset about the wireless service provider?Please select one answer only.Q. When you first considered your most recent cell phone purchase, which statement best describes your mindset about the brand of cell phone? Please 9select one answer only.Q. How many wireless service providers did you consider when shopping for your recent cell phone purchase? Please select one answer only.
  10. 10. Shoppers continue to rely on online of total respondents use at least 70% one online source to research their wireless purchase 63% of people who boughtphones in stores researched their purchase online Source: Google/Compete Wireless Shopper Study, February 2011 Q. Which of the following sources did you use to research your recent cell phone purchase? Please select all that apply. 10 Q. Where did you purchase your most recent cell phone? Please select one answer only.
  11. 11. Vast majority of resources used are still online Resources Used During Purchase Process Wireless service provider websites 36% Friends/family/colleagues 27% Search engines 25% Salesperson in wireless provider retail store 22% Cell phone manufacturer websites 20% Retail websites 19% Product display in wireless provider retail store/kiosk 18% Consumer-generated online reviews 16% Professional online cell phone reviews 14% Product display in general retail store 13% Salespreson in general retail store 11% Online newspapers/magazines 6% Video sharing websites 5% 1-800 number 4% Hard copies of newspapers/magazines 4% 0% 5% 10% 15% 20% 25% 30% 35% 40% Online Resource Offline ResourceSource: Google/Compete Wireless Shopper Study, February 2011Q: Which of the following sources did you use to research your recent cell phone purchase? 11Please select all that apply.
  12. 12. Shoppers increasingly use search to find carrier, retailer and OEM sites Research Sources Used (Search-referred visits) OEMs +34% Y/Y Retailers +26% Y/Y Carriers +16% Y/Y 12Source: Google/Compete Wireless Shopper Study, February 2011. Clickstream DataY/Y represents Dec. 2010/Dec. 2009
  13. 13. Search is particularly important across keytarget audiencesNew Smartphone Buyers are more 30%likely to use search engines vs. repeat buyers Switchers are 29% more likely to use search engines vs. loyalists 13Source: Google/Compete Wireless Shopper Study, February 2011
  14. 14. Consumers who search are more likely to buy Convert at 15% higher rate than non-searchers Searchers comprise 73% of total online converters 14Source: Google/Compete Wireless Shopper Clickstream Study, February 2011 14
  15. 15. 1 Be top of mind2 Maximize online presence3 Leverage Search to reach valuable consumers 15
  16. 16. Howdifferently? are consumers shopping Google Confidential and Proprietary 16
  17. 17. Wireless purchasers conduct fewer desktop searches Searches Ad Clicks 0% 31% 2009 2010 2009 2010 0% 13 9 2 2Source: Source: Google/Compete Wireless Shopper Clickstream Study, February 2011Notes: 2009 represents April-June ’09 / note iphone launch in June2010 represents July-Oct ’10 / note iphone launch in JulyBase audience is all mobile phone buyers 17
  18. 18. Shoppers increasingly search on mobiledevices Project estimated 38% of wireless-related searches will come from Mobile devices by end of 2011 MOBILE AS % OF SEARCH QUERIES 38% 19% 2011 2010 9% 2009 desktop queries mobileSource: Google internal data, based on keyword list of 1,000+ top wireless termsTrend across both HED and WAP phones 18
  19. 19. Shoppers turn to online videos during thepurchase process 25% of smartphone buyers viewed a video of a product demo 23% of online buyers viewed a video of a product demo (28% increase Y/Y) 3x increase in purchase intent after video view vs. flash banner Source: Google/Compete Wireless Shopper Study, February 2011 Q. Which of the following activities, if any, did you conduct online during your most recent cell phone purchase process? Please select all that apply Study on online video viewership by Frank D. Magid Associates,Q28: Types of Information Researched Online / base is online researchers eMarketer 2010Q26: Which sources used beg, mid, end, throughout 19
  20. 20. Smartphone shoppers turn to social sites, particularly during major device launches Source Used by Smartphone Shoppers: Social Networking 10% 9% iPhone 4 launch 8%% shoppers using resource 7% 6% 5% 4% 3% 2% 1% 0% Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Source: Google/Compete Wireless Shopper clickstream study, February 2011 20 Social sites comprised of Facebook, YouTube and Twitter
  21. 21. iPhone shoppers consider Android phones+300% Y/Y……the inverse, Android Shoppers considering iPhones, has remainedrelatively flat Category Cross-Shop among iPhone and Android (% of Device Shoppers who also Research Another Device, Oct ‘09 – Oct ‘10) 30% iPhone 4 launch 25% 20% 15% 10% 5% 0% Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct iPhone shoppers who also shop Android devices Android shoppers who also shop iPhone 21Source: Google/Compete Wireless Shopper Clickstream Study, February 2011
  22. 22. Postpaid users consider Prepaid option… 2010 2011 By 2015 50% 1 in 5 25% of prepaid subscribers postpaid subscribers plan of wireless customers will were new to prepaid to switch to prepaid be prepaidSource: MediaPost, 22http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138935
  23. 23. …particularly among first time smartphone buyers 37% of first time smartphone buyers considered prepaid vs. 19% of repeat smartphone buyers 23Source: Google/Compete Wireless Shopper Study, February 2011
  24. 24. Qualified shoppers spend time on the GoogleDisplay Network Those who use search & spend time on the GDN have the highest conversion rate, converting at a rate 64% higher than those who only use search 24Source: Google/Compete Wireless Clickstream Shopper Study, February 2011
  25. 25. 1 Reach shoppers through new digital touchpoints2 Leverage opportunity to win cross- shoppers3 Acknowledge consumers willingness to consider all options 25
  26. 26. How do consumers usesearch in the purchase process? Google Confidential and Proprietary 26
  27. 27. Shoppers use search throughout the purchase 27% Use Search in Beginning 15% Use Search in Middle 10% Use Search in End 48% Use Search ThroughoutSource: Google/Compete Wireless Shopper Study, February 2011Q. When did you use these sources during your research process to get information about the cell phone you purchased?Please select the one response that best applies to each source. Search engines (e.g. Google, Yahoo!, MSN, etc.)Base: Those who said they use Search Engines 27
  28. 28. Heavy Searchers use both brand &non-brand 59% of all search queries are OEM branded | 35% are carrier branded Branded Versus Non-Branded Search, by Number of Queries (Converters, Jul – Oct 10) Heavy Searchers 10+ 36% 19% 45% 31% comprise of all converters Number of Search Queries 5–9 61% 5% 34% Medium Searchers 39% comprise of all converters 3–4 74% 2% 24% 2 83% 1% 16% Light Searchers 30% comprise of all converters 1 96% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Branded Only Non-Branded Only BothSource: Google/Compete Wireless Shopper Clickstream Study, February 2011 28
  29. 29. Non-brand terms drive in store traffic Non-Branded terms drove 20% of search-driven visits to store locator pages 29Source: Google/Compete Wireless Shopper Clickstream Study, February 2011
  30. 30. Non-brand terms drive sales 35% of buyers search on non-brand terms Top 10 Non-Branded terms that drove to shopping cart hot cell phones Free ringtones Cell phones Cell phone plans Free cell phones Prepaid cell phones Cell phone companies Cell phone reviews Free phones Prepaid phones SmartphonesSource: Google/Compete WirelessShopper Study, February 2011. Google Confidential and 3Clickstream Data Proprietary 0 30Terms listed in order of volume. 30
  31. 31. Now what can you as anadvertiser do to sell more wirelessdevices? Google Confidential and Proprietary 31
  32. 32. Follow wireless shoppers throughout the buying process Maximize desktop search: 3 Educate with YouTube: Consumers are getting more information via video 1 Consumers rely on search throughout the purchase process 4 Be on Social networks: Friends are as important 2 Invest in mobile search: Consumers increasingly search on the go 32Source: Google/Compete Wireless Shopper Study, February 2011
  33. 33. Like what you learned? Find more data and thought starters atwww.thinkwithgoogle.com/insights

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