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Digital Marketing magazine Figaro Digital teamed up with Lightspeed Research to conduct an exclusive, in-depth survey examining consumers' use, behaviour and attitudes towards mobile commerce.
Citation preview
1
M-commerce Prepared exclusively for Figaro digital
June 2011
2
About the survey The survey was conducted on Lightspeed Research’s UK online panel in June 2011. There were 1000 respondents.
Screening Results An initial question was asked to identify those with mobile internet devices - overall 34% of respondents had some kind of mobile internet device - with smartphones and mobile phones the most common options
The main questionnaire was asked only of those respondents with a mobile internet device of some kind - 1000 respondents
66 %
2 %
2 %
2 %
2 %
2 %
5 %
7 %
13 %
I do not have a mobile device that can connect to the internet
Other
Tablet - with 3G
Tablet – wi-f i only
eReader - with 3G
eReader – wi-f i only
Other wi-f i enabled device
Regular phone with internet access
Smartphone
Mobile device penetration
Source: Lightspeed Research, UK data
3
Main Survey Results The majority of respondents with mobile internet devices have smartphones (66%), whilst 34% have regular mobiles that can access the internet. eReaders and tablets are less common
• Men are more likely to have smartphones (70% vs 61% for women)
• Respondents aged 18-34 are much more likely to have smartphones, while those aged 55-64 are more likely to have regular mobiles with internet access
• Those aged 55-64 are the most likely to have e-readers, whilst those aged under 55 are the most
likely to have other mobile internet devices (eg portable media players)
8 %
8 %
9 %
10 %
12 %
27 %
34 %
66 %
Other
Tablet - with 3G
Tablet – wi-f i only
eReader - with 3G
eReader – wi-f i only
Other wi-f i enabled device
Regular phone with internet access
Smartphone
Type of mobile internet device owned
Source: Lightspeed Research, UK data
4
Almost all respondents (99.8%) have made a mobile internet purchase in the past month, with more than half (55%) making 2-5 mobile purchases during this time
• There are no noteworthy differences between men and women, nor across age groups
78 %
30 %
28 %
7 %
9 %
11 %
11 %
5 %
67 %
35 %
30 %
13 %
9 %
7 %
9 %
9 %
37 %
41 %
18 %
17 %
12 %
7 %
2 %
14 %
Smartphone
Regular phone with internet access
Other wi-f i enabled device
eReader – wi-f i only
eReader - with 3G
Tablet – wi-f i only
Tablet - with 3G
Other
Type of mobile internet device owned18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK data
27 %
55 %
11 %7 %
0.2 %
1 2 - 5 5 - 10 More than 10 None
Purchases made on mobile internet device in past month
Source: Lightspeed Research, UK data
5
Apps and music are the most common purchases, followed by clothes and electronic books • Men are more likely to have purchased apps and take-away meals, while women are more likely to
have purchased clothes via their mobile internet device
39 %
30 %
25 %
23 %
19 %
19 %
15 %
13 %
13 %
7 %
4 %
Apps
Music
Clothes
eBooks / iBooks
Other
Travel (hotel, train ticket, f light etc)
Everyday purchases such as food, …
Event tickets
Take-away meal
Video content
Charity donation
Items purchased in the last month
Source: Lightspeed Research, UK dataBase: Made a purchase via mobile internet device in last month
6
• Half (51%) of 18-34 year olds have purchased apps in the past month • Around one third of 18-54 year olds have purchased music • Electronic book purchases are most popular with those aged 55-64 - with one third purchasing at least
one in the past month • Purchasing take-aways via mobile is most common amongst 18-34 year olds
45 %
32 %
19 %
22 %
21 %
20 %
16 %
14 %
16 %
9 %
4 %
32 %
28 %
31 %
24 %
18 %
18 %
14 %
13 %
9 %
3 %
3 %
Apps
Music
Clothes
eBooks / iBooks
Other
Travel (hotel, train ticket, f light etc)
Everyday purchases such as food, …
Event tickets
Take-away meal
Video content
Charity donation
Items purchased in the last monthMale Female
Source: Lightspeed Research, UK dataBase: Made a purchase via mobile internet device in last month
7
One quarter of respondents believe they have been influenced to make a purchase by a mobile ad
• males and those aged 18-34 most likely to say they have been influenced to purchase by a mobile ad
51 %
36 %
28 %
18 %
15 %
17 %
15 %
15 %
17 %
10 %
5 %
37 %
30 %
23 %
23 %
21 %
20 %
15 %
13 %
12 %
6 %
2 %
19 %
17 %
21 %
33 %
24 %
21 %
14 %
11 %
6 %
2 %
4 %
Apps
Music
Clothes
eBooks / iBooks
Other
Travel (hotel, train ticket, f light etc)
Everyday purchases such as food, groceries etc.
Event tickets
Take-away meal
Video content
Charity donation
Items purchased in the last month18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Made a purchase via mobile internet device in last month
25 %
29 %
20 %
33 %
23 %
14 %
Total Male Female 18 – 34 35 – 54 55 – 64
Proportion that have been influences to make a purchase by a mobile ad
Source: Lightspeed Research, UK data
8
Of those who were influenced to buy by a mobile add, four out of ten said they could remember the ad • Amazon and apple/itunes ads were the most commonly cited
Of those who can remember the ad
• 46% said it was sent to them or shared by a friend (men are more likely to say this than women 52% vs 35%)
• 71% said it was for something they were already considering buying (women were more likely to say this than men 76% vs 68%)
• 62% said they came across the ad while researching the purchase on their mobile device The majority (52%) have used their mobile internet devices to do product research when shopping on the high street.
• Men and 18-34 year olds are most likely to do this
Price comparison research is the most popular high street mobile research conducted, followed by product research, reading reviews by consumers and checking for availability
52 %57 %
47 %
62 %
51 %
35 %
Total Male Female 18 – 34 35 – 54 55 – 64
Proportion that use their mobile internet device to do product research
when shopping on the high street
Source: Lightspeed Research, UK dataBase: Made a purchase via mobile internet device in last month
9
• Men are more likely to visit product comparison sites, to do product research, and to read professional reviews
68 %
49 %
45 %
45 %
35 %
30 %
15 %
2 %
Visit price comparison sites
Find out more about the product
Read product reviews by other users
Check availability
Visit the website of the product/company making the item
Read product reviews by professionals
Find out more about the retailer
Other
Type of research conducted
Source: Lightspeed Research, UK dataBase: Those who research purchases on mobile devices when shopping on high street
72 %
51 %
43 %
43 %
38 %
33 %
14 %
2 %
61 %
46 %
49 %
46 %
31 %
25 %
16 %
1 %
Visit price comparison sites
Find out more about the product
Read product reviews by other users
Check availability
Visit the website of the product/company making the item
Read product reviews by professionals
Find out more about the retailer
Other
Type of research conductedMale Female
Source: Lightspeed Research, UK dataBase: Those who research purchases on mobile devices when shopping on high street
10
Convenience is the main reason respondents chose to purchase via mobile rather than a computer or visiting a store. This was much more commonly cited than the next most popular reason - that the item was for a mobile device
The majority of respondents prefer to make mobile purchases via visiting a website (71%) over using apps or SMS
55 %
26 %
17 %
12 %
8 %
7 %
3 %
It was the most convenient method
It was easier as the item was for my mobile device
It was cheaper than elsewhere
Could not get to the store, or the store was closed
I could only buy the item via mobile
I received a discount for using my mobile device
Other
Why choose mobile over other purchase methods?
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
71 %
23 %
4 %
3 %
Via a Website
Via an App
Via an SMS
Other
Preferred way to purchase via mobile?
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
11
Consistent with their greater ownership of smartphones, 18-34 year olds are more likely to prefer purchasing via apps, while those aged 35+ prefer to use websites when making mobile purchases.
Paypal is the most preferred method for making payments for mobile shopping. Direct billing is much less popular (11%)
65 %
30 %
3 %
2 %
72 %
22 %
4 %
3 %
78 %
12 %
4 %
6 %
Via a Website
Via an App
Via an SMS
Other
Preferred way to purchase via mobile?
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
45 %
30 %
11 %
6 %
4 %
3 %
1 %
Paypal
Credit card
Direct billing
Bill on my mobile phone bill
Voucher/code
Other
SMs charge
Preferred way to pay when purchasing via mobile?
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
12
• Respondents aged 55-64 are much more likely to prefer to pay via credit card, and are less likely to prefer to pay via Paypal
96% of respondents who had made a mobile purchase in the past month were satisfied with the experience. Of the 4% who were dissatisfied:
• 63% said the service was too slow • 37% said purchasing on their mobile device was more complicated • 19% had problems making a payment • 16% weren't happy with the product
47 %
26 %
13 %
7 %
5 %
1 %
2 %
46 %
29 %
11 %
7 %
3 %
3 %
1 %
40 %
40 %
10 %
4 %
2 %
4 %
1 %
Paypal
Credit card
Direct billing
Bill on my mobile phone bill
Voucher/code
Other
SMs charge
Preferred way to pay when purchasing via mobile?
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
13
One in four (41%) said they would think twice about using a retailer again if they had a poor mobile purchasing experience, and a similar proportion said they might be deterred. Only 15% said a poor mobile experience would not deter them from using a retailer again
• Men are more likely to say they would be put off (44% vs 37%) • 18-34 year olds are more likely to say that one poor experience would put them off a retailer
41 %
15 %
40 %
4 %
Yes No Maybe Don't know
Would a poor mobile purchasing experiences put you off using that
retailer again?
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
48 %
14 %
34 %
5 %
38 %
15 %
44 %
3 %
33 %
19 %
42 %
5 %
Yes No Maybe Don't know
Would a poor mobile purchasing experiences put you off using that
retailer again?18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
14
Most respondents (51%) say that a mobile purchase is easier or more practical than buying via computer for some purchases or services. Only 19% of respondents say they find purchasing from their mobile internet device easier in general
• Men are more likely than women (22% vs 16%) to say mobile device purchasing is easier • One quarter (25%) of 18-34 year olds say mobile device purchasing is easier / more practical than
buying via computer
19 %
30 %
51 %
Yes No Depends on the specif ic product or service
Do you find making purchases via mobile easier / more practical than
via computer?
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
22 %
31 %
47 %
16 %
30 %
55 %
Yes No Depends on the specif ic product or service
Do you find making purchases via mobile easier / more practical than
via computer?Male Female
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
15
Just over half (58%) think their mobile device is well suited to mobile purchasing. Almost one in five (17%) say that their screen is to small, and 13% are worried about payment security
25 %31 %
44 %
17 %
30 %
54 %
13 %
31 %
56 %
Yes No Depends on the specif ic product or service
Do you find making purchases via mobile easier / more practical than
via computer?18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
58 %
17 %13 % 12 %
8 %
Yes No, because it is too small
No, because I am worried about
payment security
No, because it is too slow
No, because it has poor internet
connection
Do you feel your mobile is well suited for making purchases?
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
16
Women are more likely to be worried about payment security, and are less likely to think their mobile is well suited to making purchases. Consistent with the higher penetration of smartphones, those aged 18-54 are most likely to consider that their mobile is well suited to making purchases.
61 %
18 %
10 % 13 %8 %
55 %
16 % 16 %12 %
8 %
Yes No, because it is too small
No, because I am worried about
payment security
No, because it is too slow
No, because it has poor internet
connection
Do you feel your mobile is well suited for making purchases?
Male Female
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
62 %
11 %15 %
11 %7 %
59 %
20 %
9 %14 %
8 %
50 %
22 %18 %
11 % 9 %
Yes No, because it is too small
No, because I am worried about
payment security
No, because it is too slow
No, because it has poor internet
connection
Do you feel your mobile is well suited for making purchases?
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
17
For those who have apps or an app-enabled device it is most common to have 1-5 paid for apps
Those aged 18-34 are more likely to have paid-for apps - again 1-5 is the most common number
12 %
25 %
36 %
14 %
8 %6 %
None - my device doesn't
use apps
None 1 – 5 6 - 10 11 - 20 More than 20
Number of paid for apps currently on device?
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
6 %
22 %
43 %
15 %
8 %5 %
11 %
25 %
33 %
15 %9 % 7 %
23 %
35 %
28 %
9 %5 %
1 %
None - my device doesn't
use apps
None 1 – 5 6 - 10 11 - 20 More than 20
Number of paid for apps currently on device?
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
18
Most people who have purchased apps keep them for longer than 3 months - this is particularly true for respondents aged 35 - 54 years.
5 %
12 %15 % 15 %
54 %
Less than 1 week One week One month Up to three months
Longer than three months
Average time a paid-for app stays on your device
Source: Lightspeed Research, UK dataBase: Those who have purchased apps on their mobile device
6 %
15 % 15 % 15 %
49 %
5 %10 % 12 % 13 %
60 %
3 %7 %
23 %19 %
48 %
Less than 1 week One week One month Up to three months
Longer than three months
Average time a paid-for app stays on your device
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who have purchased apps on their mobile device
19
One third (34%) have used geo-location apps, with Google Buzz the most popular • Men are more likely to use geo-location apps than women (38% vs 29%) • The younger the respondent, the more likely they are to use geo-location apps (18-34:39%, 35-
54:32%, 55-64:27%)
• For the majority of those who don't use geo-location apps, there is no reason to use them (56%), whilst only 13% are worried about the security of their personal information
4 %
25 %
3 % 1 % 1 % 3 %
66 %
Foursquare Google Buzz Gowalla Brightkite Loopt Other None
Geo-location apps used
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
56 %
14 % 13 % 11 % 9 % 9 %
There's no reason for me to use them
Don't like the idea of them
I'm worried about the
security of my personal
information
Other I can't use apps on my mobile
device
They are an invasion of
privacy
Reasons why geo-location apps not used
Source: Lightspeed Research, UK dataBase: Those who do not use geo-location apps
20
18-34 year olds are the most likely to say that there is no reason for them to use geo-location apps, while those aged 55-64 are most likely to say they can't use geo-location apps on their mobiles
Improved speed, better offers, greater ease and security, and a better range of products are all important to encourage increased mobile shopping
61 %
17 %11 % 14 %
4 %10 %
56 %
12 % 13 % 11 % 10 % 9 %
48 %
13 % 16 %7 %
17 %
7 %
There's no reason for me to use them
Don't like the idea of them
I'm worried about the
security of my personal
information
Other I can't use apps on my
mobile device
They are an invasion of
privacy
Reasons why geo-location apps not used
18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who do not use geo-location apps
29 % 28 % 26 % 25 % 24 %
14 % 14 %
5 %
If it was quicker
If there were more mobile
purchase specif ic of fers or discounts
If it was more secure
If it was easier
If more products I
wanted were available via
mobile
If I had a dif ferent or
more advanced
mobile device
Nothing you prompt me to purchase
via my mobile
If I received more
targeted ads to my mobile
device
What would prompt you to make more purchases via your mobile over the next
12 months?
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
21
Men are more likely to make more mobile purchases if the process were quicker, and if there were more products they wanted available via mobile
Those aged 55-64 are most likely to say that nothing would encourage them to make more mobile purchases, and also the most likely to say a more advanced mobile would encourage them to do more mobile shopping
32 % 30 %27 % 25 % 27 %
15 %12 %
7 %
25 % 26 % 25 % 25 %20 %
14 %16 %
3 %
If it was quicker
If there were more
mobile purchase specif ic of fers or
discounts
If it was more
secure
If it was easier
If more products I
wanted were
available via mobile
If I had a dif ferent or
more advanced
mobile device
Nothing you prompt me to purchase
via my mobile
If I received more
targeted ads to my
mobile device
What would prompt you to make more purchases via your mobile over the next
12 months?Male Female
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month
22
For more information please contact: Ralph Risk, Marketing Director, EMEA T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901 [email protected] | www.lightspeedresearch.com
33 % 34 %31 % 30 % 28 %
11 % 10 %6 %
29 %26 % 25 % 23 % 21 %
16 % 15 %
6 %
17 %21 % 19 % 18 %
22 %17 % 19 %
2 %
If it was quicker
If there were more mobile
purchase specif ic of fers or discounts
If it was more secure
If it was easier
If more products I
wanted were available via
mobile
If I had a dif ferent or
more advanced
mobile device
Nothing you prompt me to purchase
via my mobile
If I received more
targeted ads to my mobile
device
What would prompt you to make more purchases via your mobile over the next 12
months?18 – 34 35 – 54 55 – 64
Source: Lightspeed Research, UK dataBase: Those who have purchased via mobile device in the past month