1. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyROBERT LEVYPresidentBrandSpark International
2. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyBrandSpark American Shopper StudyMay 10th, 2013Robert
LevyPresident, BrandSpark InternationalC R I T I C A L I N S I G H
T S F O R E N G AG I N GS H O P P E R S2
3. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyBrandSpark International Shopper Study>270,000
respondents globally in 20135th year in the U.S. with >80K
respondents10th year in Canada with >100K respondents2nd year in
Mexico with >10K respondents2nd year in Turkey with >15K
respondents1st year in China with >60K respondentsGlobal trends
studies:UK, France, Germany, Brazil, Columbia, Chile,
Argentina3
4. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyN% reflects the demographic breakdown of the final
weighted sample.It is the percentage of sample within the specified
demographic subset after weighting.American Principal Household
Shopper4Representative of Americans by age, region and gender.64%
36%Weighted to MRI Principal Household Shopper.
5. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Study33%51%16%Other (Blackberry, Windows)Majority of
American shoppers have asmartphoneq59a. Do you own a smart phone?
(n11627)q59b. Which smart phone do you own as your primary smart
phone? (n=5567)Own SmartPhone59%41%Do Not OwnSmart Phone5
6. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyApps provide opportunities for engagementDo you
regularly use Apps beyond email, messaging and the web browser on
your smartphone? Which types of Apps do you regularly use on your
smartphone?Please select all that apply. q59d. Which smart phone do
you plan to purchase? (Aided)Base: Smartphone and Apps Users (n=
1,248)TOP APPS AMONG SMARTPHONE OWNERS71%
USEAPPSREGULARLYFACEBOOKGAMESWEATHERMAPSYOUTUBEBANKINGTWITTER72%67%64%60%48%44%25%6
7. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyProvide value and drive engagement withshoppers by
fulfilling 4 critical needs:94% I feel proud when I get great value
for my money87% want health & beauty products that are simple
touse and 81% want household products to save themtime85% I am very
concerned about the health of myfamily76% I like trying new
products7Please indicate how much you agree or disagree with each
of the following statements. n= 4585+1 Value2 Convenience3 Health4
New (Innovation)
8. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudySHOPPER NEEDS DRIVINGENGAGEMENTvalue convenience
health innovation8
9. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Studyvalue convenience health innovationSHOPPER NEEDS
DRIVINGENGAGEMENT9
10. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyAmericans want value for their moneyand enjoy finding
itPlease indicate how much you agree or disagree with each of the
following statements. n= 14,648% Completely Agree /
Agree94%88%86%83%I feel proud when I get great value for my moneyI
will stock up when one of my favorite products is on saleI try to
buy products that are on saleIf I get a deal on something I love to
tell my friends and family about it10AGREEMENT RANK(191
STATEMENTS)14512
11. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyMost shoppers think they dont haveenough money39% My
income is sufficient to live comfortably85% I am always looking for
ways to reducespending on everyday itemsPlease indicate how much
you agree or disagree with each of the following statements. n=
69121184% I am very careful with my money regardless ofthe overall
economic situation
12. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyBUY PRIVATE LABELSTUDY CIRCULARSBUY SALE PRODUCTSCLIP
COUPONS (NEWSPAPER)SHOP MULTIPLE STORES95%87%86%63%49%Shoppers work
to find the best value12n= 7019+Please indicate how much you agree
or disagree with each of the following statements.
13. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyCircular readership is high in the US comparedto other
markets1375%60%41%26%% reading circulars regularly51%30% 36%62%56%
50%How often do you look at weekly supermarket / grocery store
circulars when shopping atgrocery stores?42%2013 Global Shopper
Study
14. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyAmericans have strong value perceptions for
privatelabel, while they are weaker in China, Turkey and
Brazil1463%66%53%37%% agree Private label / store brands are
usually extremely good value for the money45%59%62% 54%74%60%
41%65%Have you purchased private label / store brand products in
the past 12 months? 2013 Global Shopper Study
15. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyTalking to Shoppers Private Label15
16. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyPlanning helps shoppers focus onwhat they need91% of
shoppers use shopping list68% write shopping list by adding
itemsthrough the week59% only specify product types41% name brands
for some products92% agree it is a great shopping tripwhen I come
back home with bags ofnecessities bought at a great
priceApplesBaconChickenBananasCarrotsCeleryChipsIce
creamTidesoftenerPaper towelsTylenolKraft dinner16Do you use a
written shopping list on your shopping trips? When do you prepare
your list?Which one is true for your list? n= 3531+
17. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyApplesBaconChickenBananasCarrotsCeleryChipsIce
creamTidesoftenerPaper towelsTylenolKraft dinnerYounger shoppers
going digital withtheir list% STORING LIST ON SMARTPHONEBase: Use
written shopping list (n=
3532)22%30%18%9%3%18-2425-3435-4950-6465+17Where do you write out
your list? n= 3532
18. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyTOP SOURCES FOR SHOPPING TRIP IDEASPurchase ideas come
from severalsourcesn=3869But value-driven circulars are
king18CIRCULARSRECIPE BOOKSWEBSITESMY SPOUSEMAGAZINE
ADSNEWSPAPERSFRIENDSTV ADS73%54%38%34%33%33%26%26%From which of the
following sources do you get ideas for your household shopping
trips?
19. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyLOW PRICE SPECIALSCOMPARE PRICESPLAN TRIPGET PURCHASE
IDEAS90%60%58%50%REASONS FOR READING CIRCULARSCirculars help
shoppers find valueand plan their trips19n= 3616Why do you consult
circulars?CPG EARLY ADOPTERS:NEW PRODUCTS INFO 42%
20. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyNEWSPAPER INSERTMAILED ENVELOPEEMAILED BYRETAILERSTORE
SITEBRAND SITEMAGAZINESCOUPON SITESPROMO
BOOKLET63%59%56%53%49%47%46%43%Print and digital coupons both
popularPlease indicate the how often you do each of the following
activities associated with food shopping before or during your
weekly shopping trips.(Ranked by % Monthly or more often, n=
7020)COUPON USE MONTHLY+ BY SOURCE20Digital Channels
21. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyI follow a list andget out ASAP!37%There is
opportunity for engagement onthe path to purchaseWhich of the
following best describes how you shop in the grocery store or
supermarket? n= 3868
22. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyI walk the aisles tobe sure not to missanything I
need!63%Which of the following best describes how you shop in the
grocery store or supermarket?There is opportunity for engagement
onthe path to purchasen= 3868
23. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyInfo accessed on smartphones isinfluencing purchase
decisionsCONSUMERS USE SMARTPHONES IN-STORE TO(n= 1,233)Which of
the following activities have you done with your smartphone while
shopping in-store?Seek Product Info 49% Compare Prices 38%Get Peer
Recommendations31%Lookup Online Reviews 30%Seek Coupons 26% Check
Recipe 20%MADE A DIFFERENT PURCHASE DECISIONBECAUSE OF MOBILE DATA
ACCESSED49%23
24. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyIn-store Shoppers Check Prices24VIDEO
25. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyIn-store There are still barriers to
engaging25VIDEO
26. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyNew apps are helping shoppers find morevalue by saving
money48% interested in downloading coupons to their phone34%
interested in an app that find and organizes coupons41% interested
in an app that links all their loyalty cards to their phone26Would
you be interested in using your smartphone for any of the
following? n= 1236
27. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Studyvalue convenience health innovationSHOPPER NEEDS
DRIVINGENGAGEMENT27
28. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Studyvalue convenience health innovationSHOPPER NEEDS
DRIVINGENGAGEMENT28
29. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyNeed for time manifests in desire forconvenienceIt is
extremely/very important that a new product helps mesave time81%
household care57% food & beverageIt is extremely/very important
that a newproduct is simple to use87% personal care87%
cosmetics29When considering purchasing a new ________product how
important is it that the new product introduced ...? n= 4167+
30. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyMany top rated new products offer ease-of-use or
convenience benefits30Consumer VotedWinners for 2013
31. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyConvenience apps: making it easier tointeract with the
brandHarvard Business Review, March 2013:4 out of 5 people dislike
pop-up mobile ads.Stop focusing on mobile ads and focus on mobile
appsStarbucks: Customize, order andpay on your phoneWalmart: view
promotions, searchitems, purchase and track ordersOlay UV
Monitor(Australia)31
32. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Studyvalue convenience health innovationSHOPPER NEEDS
DRIVINGENGAGEMENT32
33. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Studyvalue convenience health innovationSHOPPER NEEDS
DRIVINGENGAGEMENT33
34. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyHealth concerns are strong and universal85% I am
veryconcerned about thehealth of my family34Please indicate how
much you agree or disagree with each of the following statements.
n= 3858
35. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyAmerican shoppers are concerned withspecific health
conditions or diseasesPRIMARY HEALTH CONCERNS RANK (%
CITING)123456789OBESITYHIGH BLOOD PRESSUREHIGH
CHOLESTEROLCANCERHEART DISEASEBACK OR NECK
PAINDIABETESARTHRITISHEADACHES/MIGRAINESn = 4,888Which of the
following diseases or health conditions are you MOST concerned
about in regard to your personal health? Pleasepick the one you are
most concerned about.35234167589154368297246157398CAN MEX CHNMOST
VARIATIONMOST UNIVERSAL
36. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyMany Americans are trying to livehealthier
lifestyles84% I am trying to eat healthier snacks81% I am paying
more attention to food labels76% I am trying to control my portion
sizes67% I plan to be more active in the next year58% Im often
trying to lose weight36Please indicate how much you agree or
disagree with each of the following statements. n= 3858
37. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyTalking to Shoppers Labels and Nutrition39VIDEO
38. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Study1 in 2 shoppers seek out health info onlineTop 10
Websites for Health & Nutrition Information40What is your
favorite website for health or nutrition information? (OPEN ENDED)
n= 146112345678910
39. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Studyvalue convenience health innovationSHOPPER NEEDS
DRIVINGENGAGEMENT42
40. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper Studyvalue convenience health innovationSHOPPER NEEDS
DRIVINGENGAGEMENT43
41. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyKeeping up with innovation76% I like trying new
products64% I look for products that are innovative48% When
shopping, I actively look for products that are newand
different.44Please indicate how much you agree or disagree with
each of the following statements. n= 85,451
42. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyHEALTHBEAUTY/PERSONAL CAREHOUSEHOLD
CAREFOOD71%64%65%50%Consumers believe new is
usuallyimprovedRESEARCH & DEVELOPMENT IS CONSTANTLYLEADING TO
BETTER PRODUCTS IN45Please indicate how much you agree or disagree
with each of the following statements. n= 4894+
43. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudySampling, TV and retail channels seen as goodat
conveying information about new
products77%67%60%57%56%56%55%SAMPLES IN STORETV ADSCIRCULARSDIRECT
MAILRETAIL DISPLAYSRETAIL CATALOGUEIN-STORE SIGNAGEUSEFUL MEDIA TO
LEARN ABOUT NEW PRODUCTS(Among Users of Medium, Extremely/Somewhat
Useful)46How useful are the following in helping you learn about or
becoming interested in new products? n= 2105
44. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyConsumer will engage with brands forsamplesWHY?Word
cloud of 3300+ responses (2012 BrandSpark Canadian Shopper
Study)4747% LIKED A CONSUMER BRAND ON FACEBOOKn= 1587Are you a fan
or part of a Facebook group for any consumer brands on
Facebook?
45. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyWhile new drives interest, recommendationsare
influential to purchase82% If I find a product that I like, I will
encourage friendsand relatives to purchase this product70% I am
likely to buy a product that is recommended byothersGet Peer
Recommendation31%Check Online Reviews 30%48Which of the following
activities have you done with your smartphone whileshopping
in-store?Please indicate how much you agree or disagree with each
of the following statements.Which of the following activities have
you done with your smartphone while shopping in-store? n= 1233
46. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyShoppers feel short of money and time. Convenience is
important inproduct innovation and in the apps consumers choose to
use.Summary: Address core shopper needs to
driveengagement.Consumers believe that R&D driven innovation
really does lead to betterproducts. They want the latest and best
at fulfilling their needs.Shoppers work to save money. Print
circulars and coupons are aspopular as ever while related apps are
catching on quickly.Health concerns are strong and universal.
Americans are trying to liveand eat healthier and need information
to support that. Healthierproducts are resonating.49
47. Mobile Marketing Association 2013 BrandSpark/BHG American
Shopper StudyThank you for your time and
attention.www.brandspark.comRobert LevyPresident, BrandSpark
[email protected]