The Mobile Shopper - From Armed to Charmed presentation

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    24-Jan-2018

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  1. Mobile@Ogilvy
  2. Forconsumersandorganiza0onsitisnot aboutmobiledevices,butaboutnewways toaccessinforma,on,engagein conversa,onandinteractwithbrands, servicesandtheirenvironment. ForOgilvy,Mobileacceleratesourprograms, campaignsandpla;ormsbyaugmen0ngit withu,lity,immediacyandcontextuality.2
  3. TheMobileShopperFromArmedtoCharmedMar0nLange,OgilvyOneNYC Mobile@Ogilvy
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  5. MobileChangesShoppingBehaviorSource: Google Research5
  6. InaDecembersurveyconductedfortheNRF,about11percentof shopperssaidtheyhadusedasmartphoneforholidayshopping. Ofthosewhodid,26percentmadeapurchase,34percentread productreviewsand60percentbrowsedforgiFsontheirphones. 60%of11%is6.6% 34%of11%is3.7% 26%of11%is2.8%6
  7. ClearingtheFog TodaysReality Theconsumerisblissfullyunawareanddoesnotreallyhave anyrequirements MaartenAlbarda,AnheuserBusch/Inbev7
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  9. Adop,onofMobileServices anOgilvyResearch 5% 15% 30% 30% 20% Innovators Opinion Early Late Laggards Leaders Majority Majority Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=5009
  10. EarlyAdop,on Blackberry NextTag Android RedLaser BeingSocial GiltGroup Mydailydeal CouponSherpa Yelp RoVenTomatoes Epinions Tweetednega0velyaboutbrand Zappos Innovators Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=50010
  11. OpinionLeader OwniPhone SearchedGooglefromstore IntendtobuyKindle forproductinfo CitySearch ScannedQRorbarcode TwiVer Shoppedatretailthenbought LinkedIn online Bizrate Askedstoretomatchprice shownphone Opinion Leaders Penetration >25% &

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