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Mobile Marketing Association
Mobile’s Varied Role in the Path to Purchase
David GillVP Research, Nielsen
Monica HoVP Marketing, xAd Inc
Mobile Marketing Association
Your Presenters
David Gill Vice President, Mobile Media
and MarketingNielsen
Monica HoVice President, Marketing
xAd, Inc.@hoindahizzy
Mobile Marketing Association
Key Findings
Mobile Marketing Association
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?
Mobile Marketing Association
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 Marketing Association
Mobile Now Represents A Significant Portion of Digital Time Spent
Mobile Marketing Association
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
Mobile Marketing Association
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)
Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012*Tablet estimates are directional
Mobile Marketing Association
The Average Shopping Session on Mobile Lasts 4 Minutes
Tablet*
Mobile
PC
4.5
4.4
9.2
Average Shopping Session Length(minutes)
Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – October 2012*Tablet estimates are directional
Mobile Marketing Association
The Differences Between Smartphone and Tablet Usage
Mobile Marketing Association
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 Marketing Association
Mobile Is No Longer Just A Last Mile Media
Mobile Marketing Association
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>?
Mobile Marketing Association
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
Mobile Marketing Association
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%
Insurance RetailBanking & Finance
Gas & Convenience
Mobile Marketing Association
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%
Insurance RetailBanking & Finance
Gas & Convenience
Mobile Marketing Association
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%
Insurance RetailBanking & Finance
Gas & Convenience
Mobile Marketing Association
Mobile User Needs And Intent Varies
Mobile Marketing Association
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
Mobile Marketing Association
Top Activities Performed When Accessing The Mobile Device
Mobile Marketing Association
Mobile Users Take ActionHowever Immediacy Varies
Mobile Marketing Association
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?
Mobile Marketing Association
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
Mobile Marketing Association
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
Mobile Marketing Association
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%
InsuranceRetailBanking & Finance
Gas & Convenience
Mobile Marketing Association
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%
InsuranceRetailBanking & Finance
Gas & Convenience
Mobile Marketing Association
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 Marketing Association
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
Mobile Marketing Association
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?
Mobile Marketing Association
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.
Mobile Marketing Association
Thank You.
• For more information about this research please visit mobilepathtopurchase.com
David Gill Vice President, Mobile Media
and MarketingNielsen
Monica HoVice President, Marketing
xAd, [email protected]
@hoindahizzy