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How shoppers are using their Mobile devices to augment their shopping experience in Kenya.
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Mobile in Retail: Kenya
The Largest IndependentMobile Ad Network
Mobile in Retail: Kenya
The Largest IndependentMobile Ad Network
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• Independent mobile research specialist – providing effective and actionable research insights via mobile
• Tailored, high-quality and rapid-turnaround approach
• Highly experienced team with extensive regional credentials over past 12+ years
• Deep expertise in research insights:
– Research design & execution
– Sophisticated analytics
• Powerful research platform:
– Ability to deploy very rapidly and flexibly
bite-sized mobile research
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… including native apps & mobile websites.
MOBILE SAVVY USERS
RESEARCH METHODOLOGY
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DEMOGRAPHICS OF 503 RESPONDENTS
Series129%
35%
11%
23% 2%
Tier 1 Tier 2 Tier 3 Tier 4 Prefer not to answer
50% MALE
50% FEMALE
GENDER AGE
CITY TIER
MOBILE SAVVY USERS
Series1
1%
7%
26%
47%
19%15-19
20-24
25-34
35+
Prefer not to answer
Tier 1: Greater Nairobi Tier 2: Eldoret, Kisumu, Mombassa, Nakuru, NyeriTier 3: Other City or Town Tier 4: Small town or village
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SEARCH-ANDISING
… AUGMENTING YOUR SHOPPING EXPERIENCE WITH A MOBILE DEVICE
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MOSTLY TAKING PLACE IN SUPERMARKETS AND CONVENIECNE STORES, BUT NOT LIMITED TO THEM…
31% MALL/DEPARTMENT STORE
65% SUPERMARKET
34% SPECIALITY
29% STREET TRADER
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PRE-SHOPPING MOBILE SEARCHES
HOOK THEM FROM THE START…
Electronics or appliances
Regular fashion items
Luxury goods (e.g. clothing, accessories,
jewellery, etc.)
Restaurants / Bars Cars or bikes Groceries
69% 68% 67%
46% 44%
33%
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SEO IMPERITIVE FOR MOBILE
AS IS A MOBILE WEBSITE….
OR A REDIRECT FROM YOUR WEBSITE…
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HIGHER INCOME EARNERS ARE MORE LIKELY TO SEARCH-ANDISE ON LARGE ITEMS
CARS & BIKES
11% MORE LIKELY
ELECTRONICS & APPLIANCES
10% MORE LIKELY
RESTAURANTS AND BARS
6% MORE LIKELY
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41% Scan the product code to find out
more information online
20% Take pictures
For own consideration
31% Track shopping list & expenses
BEYOND SIMPLE PRODUCT SEARCH…
44% PRICE COMPARISONS
37% TAKE PICTURES & ASK FOR FRIENDS OPINION
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FEMALE YOUTHS ARE 10% MORE LIKELY TO CONDUCT PRICE COMPARISONS THAN MALE YOUTHS…
Male Youth Female Youth0%5%
10%15%20%25%30%35%40%45%50%
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MOST USEFUL MOBILE CONTENT…
34% INFORMATION ABOUT SALES & PROMOTIONS
46% PRODUCT INFORMATION & AVAILABILITY
ALSO:
CUSTOM SHOPPING LIST (30%), COMPARISION SHOPPING (19%),
CUSTOMER REVIEWS (18%), IN-STORE PRODUCT LOCATIONS (13%)
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• 23% of consumers
would like to see more product info or photos through their mobile to aid them in their shopping experience
Creative Options:• Feature key items from a
promotion or new collection • Scrolling product catalogues• 3D product modeling
Leverage the power of HTML5 to bring your products to life
SHOWCASE YOUR PRODUCTS
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• 9% of consumers would
like to see store hours and directions on their mobile to aid them in their shopping experience
Make it easy for users to find you by integrating a store locator
STORE LOCATOR AND OPEN HOURS
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8% WANT OFFICIAL RETAILER APPS…
BEST PRACTISE RETAIL APPS:
PAPERLESS RECEIPTS
GIFT CARDS
LOYALTY
PRODUCT CATALOGUE
PROMOTIONS
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WEALTHY CONSUMERS WANT TO CONDUCT PRICE COMPARISIONS 8% MORE THAN LOWER INCOME CONSUMERS
AND WANT RICH MEDIA PRODUCT PHOTOS 4% MORE…
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WHY WOULD YOU SHARE YOUR LOCATION?
Improve my status on social networks
(e.g. Foursquare)
Receive instant discounts/offers from retail stores in the
vincinity
Share your shopping experience with your friends through social
networks
68%
73%
84%
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TRUE GEO-TARGETTING NOT A REALITY…YET!
COUNTRY LEVEL
CITY LEVEL
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CONSUMERS ARE EXCITED ABOUT MOBILE COUPONS…
6%Bad idea
9%Doesn’t mat-ter either way
85%Great idea!
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Worse Better
USERS ARE POSITIVE ABOUT MOBILE RETAIL ADVERTISING
Decide the best brand for you
Get the best price/deals for you
Introduce you to the latest trends
Find products that match your interest
27%
14%
12%
12%
73%
86%
88%
88%
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POST-SHOPPING MOBILE BEHAVIOR
Post pictures of your purchases on social media sites or apps
Share your shopping experience through social networks
Message your friends with recommendations related to your shopping experience
Any post-shopping mobile activity
20%
49%
58%
82%
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WHAT DRIVES YOU TO RETAILER?
0% 10% 20% 30% 40% 50%
Outdoor displays18%
TV 47%
Online 18%
Mobile 34%
Newspaper & magazine 42%
Sample size: n = 501
Social Media 42%
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FRIENDS TRUST EACH OTHER!
MOBILE (34%) + SOCIAL (42%) = 76%
FACILITATE SOCIAL THROUGH MOBILE
SUPER COST EFFECTIVE!
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HOW ARE INTERNATIONAL RETAILERS USING MOBILE?
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GROCERY SHOPPING USING CONSUMERS MOBILE DEVICES WHILE COMMUTING
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STARBUCKS:
MOBILE AUGMENTED REALITY, DRIVES SALES AND APP DOWNLOADS
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MOBILE CONTENT, IS IT REALLY ALL ABOUT CPC?
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For more information, please contact:
Daryn SmithHead of Marketing, [email protected]: @InMobiAfrica
Thank You!
