The Mobile Effect Measuring New Shopping Behaviors & Attitudes

Ryan Rothe Director, Client Development Research Now Mobile

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Life of eRiN

Will have a self-contained video play when starting out the presentation. http://vimeo.com/68550353

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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.

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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

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The Reality is: Mobile is a Mainstay of Our Everyday Lives Which makes it a key path-to-purchase ‘touchpoint’

Source: www.eMarketer.com

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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

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Today’s Path to Purchase Is More Complex Than Ever… How do you capture better insights?

Awareness Interest

Desire Action

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The New Multi-Screen World Understanding Cross-Platform Consumer Behavior

Source: Google/Ipsos/Sterling, 2012.

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Total Respondents = 5826

Survey fielding Nov 19-21, 2012

Behavioral tracking Nov 19-30, 2012

Sample Behavioral: 1150 Sample 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

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Multi Channel Shopping Intent

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3389 3316 3789

4969 5404

3885 4593

5757

3221 3098 2930 2710

0

7000

11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30

242 247 256

136

207

167 144 153 144

202

254 245

0

300

11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30

Tota

l # o

f Vis

its

Store Visits GPS Sample = 800

376 281 279

456

701 745

921

543 547 475

204 223

0

1000

11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30

Tota

l # o

f Vis

its

Mobile Websites Sample = 1150

PC Websites Sample = 5398 To

tal #

of Vis

its

Traffic

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Mobile isn’t the entire answer, but proving to be a revolutionary methodology

12 3

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Self-reported and Behavioral Data

&

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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

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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

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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

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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

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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

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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”

Mobile Shoppers: In-store Smartphone Use In Context

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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

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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.?

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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?

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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?

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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?

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Shopper Profile Greg Grocery

Fred Meyer – April 18,

2013

Male, 53, Divorced

Game, Facebook

$14

Special Trip,

Under 15 minutes

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Shopper Profile Suzy Shopper

Stop & Shop – March

28, 2013

Female, 38,

Married

Coupon

Phone, Email,

Retailer App

$96

Stock Up, 46-60

Minutes

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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.

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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

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CASE STUDY

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Questionnaire Design New methodology, new considerations

§  Survey Length

§  Short vs. Long

§  Great medium for daily diaries

§  Hybrid collections

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Online vs. Offline Connectivity availability

§  Cellphone reception

§  App-based or mobile-optimized survey

§  Planning for conjoint/maxdiff elements

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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

Before

After

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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

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Ryan Rothe Director, Client Development rrothe@researchnow.com

Thank you!