Mobile’s Varied Role in the Consumer Path to Purchase

Mobile Marketing Association

Mobile’s Varied Role in the Path to Purchase

David GillVP Research, Nielsen

Monica HoVP Marketing, xAd Inc


Your Presenters

David Gill Vice President, Mobile Media

and MarketingNielsen

Monica HoVice President, Marketing

xAd, Inc.@hoindahizzy


Key Findings


Questions We Were Looking To Address

Where does Mobile sit in a consumers quest for information?

Mobile’s role in relation to other media?

Do behaviors differ by device?

Consumer motivations for usage?

When and where do conversions take place?

What is the impact of mobile advertising?


How Did We Gather The Findings?

• This study combines online survey data from 2,000 U.S. tablet and smartphone users, as well as actual observed behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users – each group reporting they had engaged in activity related to the study category in the past 30 days. – Respondent totals are as follows (none of which are mutually exclusive):

o Smartphone owners: 1,765o Tablet owners: 1,526o Gas/Convenience users: 1,038

o Oil Changes/Lube Products: 124o Banking & Finance users: 1,242o Retail users: 1,889o Insurance Users: 994


Mobile Now Represents A Significant Portion of Digital Time Spent


Mobile now reaches a significant segment of online Retail shoppers

Tablet*

Mobile

PC

62

89

154

Number of Online Shoppers(millions)

Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012*Tablet estimates are directional


1/3 of online shopping time has shifted to Mobile

PC67%

Mobile18%

Tablet*15%

Percent of Time Spent Shopping by Device(Includes consumers who do not have all three devices)



The Average Shopping Session on Mobile Lasts 4 Minutes

Tablet*

Mobile

PC

4.5

4.4

9.2

Average Shopping Session Length(minutes)



The Differences Between Smartphone and Tablet Usage


Smartphone Usage is more Out of Home, While Tablets are At Home

Gas/

Conv

enie

nce

Bank

ing

& F

inan

ce

Reta

il

Insu

ranc

e

Gas/

Conv

enie

nce

Bank

ing

& F

inan

ce

Reta

il

Insu

ranc

e

Smartphone Tablet

20%35% 32%

51% 59%82% 83% 83%

77%65% 60%

47% 37%16% 16% 15%

Other Outside of Home

Home

Question Used:CQ16A, CQ16B, CQ16C:, CQ16D Where were you when accessing the website/app on your smartphone/tablet?

SMARTPHONE TABLET


Mobile Is No Longer Just A Last Mile Media


Mobile Is Used Mostly At the Start of the Shopping Process – with 1/3 of Users Indicating They Used Their Device Throughout

Gas/Convenience Banking & Finance Retail Insurance

64%44% 53% 50%

14%

11%16% 17%

5%

8%

11% 9%

17%37%

21% 23%

All the Way Through At the End In the Middle At the Start

Questions used: CQ39A/B/C/D: When visiting the <CATEGORY>, at what part of the research process did you use your <DEVICE>?


Gas & Convenience Shoppers Are Most Likely to Use Mobile at the Start of the Shopping Process

At The Start

In the Middle

At the End

All The Way Through

64% 50% 53% 44%

14% 17% 16% 11%

5% 9% 11% 8%

17% 23% 21% 37%

Insurance RetailBanking & Finance

Gas & Convenience


Insurance Shoppers Are Most Likely to Use Mobile In the Middle of the Shopping Process

At The Start

In the Middle

At the End

All The Way Through

64% 50% 53% 44%

14% 17% 16% 11%

5% 9% 11% 8%

17% 23% 21% 37%


Gas & Convenience


At The Start

In the Middle

At the End

All The Way Through

14% 17% 16% 11%

Retail Shoppers Are Most Likely to Use Mobile At the end of the Shopping Process

64% 50% 53% 44%

5% 9% 11% 8%

17% 23% 21% 37%


Gas & Convenience


17% 23% 21% 37%

At The Start

In the Middle

At the End

All The Way Through

5% 9% 11% 8%

Banking & Finance Users Are Most Likely to Use Mobile All the way through the Shopping Process

14% 17% 16% 11%

64% 50% 53% 44%


Gas & Convenience


Mobile User Needs And Intent Varies


User Needs and Intent Varies Based on What They Are Looking For

GAS/CONVENIENCE BANKING & FINANCE RETAIL INSURANCE

24% 11%49% 28%

39%

7%

27%11%

36%

34%

38%

17%

21%

31%

49%

55%

14%

30%

4% 12%1% 8% 1% 2%

Not sure Other Just Browsing

Looking for Contact Info Looking for Business to purchase from Researching Options


Top Activities Performed When Accessing The Mobile Device


Mobile Users Take ActionHowever Immediacy Varies


60% of Mobile Users Were Looking To Convert Within The Day

Gas/Convenience Banking & Finance Retail Insurance

35%45%

18% 12%

31% 10%

14%6%

24%

12%

27%

7%

7%

7% 26%

24%

2%

25%14%

36%2%

2%

15%

No Immediate Need Longer than within month Within month Within day

Within hour Immediately

Questions used: CQ18A, CQ18B, CQ18C:, CQ18D Still thinking of this most recent visit, how quickly were you looking to make a purchase/transaction?


Banking & Finance Users Are More Likely to Have the Most Urgent Needs

Immediately

Within The Hour

Within The Day

Within The Month

45% 35% 18% 12%

10% 31% 14% 6%

12% 24% 27% 7%

7% 7% 26% 24%

InsuranceRetailBanking &

FinanceGas &

Convenience


Immediately

Within The Hour

Within The Day

Within The Month

Gas & Convenience Users Are More Likely to Convert Within the Hour

45% 35% 18% 12%

10% 31% 14% 6%

12% 24% 27% 7%

7% 7% 26% 24%

InsuranceRetailBanking & Finance

Gas & Convenience


Immediately

Within The Hour

Within The Day

Within The Month

10% 31% 14% 6%

Retail Shoppers Are Most Likely to Convert Within The Day or Within the Month

45% 35% 18% 12%

12% 24% 27% 7%

7% 7% 26% 24%


Gas & Convenience


Immediately

Within The Hour

Within The Day

Within The Month

10% 31% 14% 6%

Insurance Shoppers Are most likely to convert within a month from their mobile activity

45% 35% 18% 12%

12% 24% 27% 7%

7% 7% 26% 24%


Gas & Convenience


Location & Promotions Critical to Conversion

• In fact, nearly 1 out of 3 smartphone users and 1 out of 4 tablet users reference their device specifically for contact information such as a phone number, address or map and driving directions.

• The majority of consumers (60 percent) expected businesses to be within walking or local driving distance from their current location.


Mobile Consumers Take Action with Strong Purchase Intent and Conversions

Question Used:CQ41A/B/C/D: When visiting the <CATEGORY> on your <DEVICE>, how was the actual purchase completed?

60%

Smartphone - 60% Convert

53%

Tablet – 53% Convert


Conversions Are Happening – On- and Offline

Question Used:CQ41A/B/C/D: When visiting the <CATEGORY> on your <DEVICE>, how was the actual purchase completed?


Key Take Aways

• Consumers are reaching for their mobile devices earlier and more often for their shopping and purchasing needs.

• Findings demonstrate that mobile marketing can not be taken as a “One Size Fits All” approach as usage varies not only by device – but by type of product / service need as well.

• Mobile is one of the most powerful tools in the consumer’s path-to-purchase - knowing how to engage users by device is essential in unlocking it’s full potential.


Thank You.

• For more information about this research please visit mobilepathtopurchase.com

David Gill Vice President, Mobile Media

and MarketingNielsen

[email protected]

Monica HoVice President, Marketing

xAd, [email protected]

@hoindahizzy