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Debunking myths about how millennials discover new products from a groundbreaking mobile study of 1183 purchases.
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how mobile natives discover products
07.18.13
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dscout is a cutting-edge research platform built for a mobile and social world.
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all rights reserved | 2013
We thought a good way to understand consumer trends would be to study what millennials bought, capturing new consumers and new products in one go.
+
millennials
new productsthey discover
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all rights reserved | 2013
93%Used facebook in
the last week.
Talking
Texting
Emailing
Takeing pics
On social media
Web browsing
Gaming 26%
68%
72%
52%
76%
86%
46%
I AM CONSTANTLY
100%Smartphone
owners
So we recruited 246 millennials who relied heavily on their smartphones for a variety of tasks.
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all rights reserved | 2013
We call our recruits scouts. In this particular study, we also call them mobile natives.
66%Women
62%Employedfull time
average age
26average income
66k
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all rights reserved | 2013
Scouts downloaded our free app and used it to document five product purchases apiece. Scouts completed their mission between 05.07.13 & 05.12.13.
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In total, scouts shared1,183 purchases.
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This is a Jose Eber clipless curling iron. Pardon my vanity with this product, but this Iron is amazing. I have stick straight hair that has never held a curl no matter what. With all the amazing photos of long gorgeous curls on pinterest, i longed for that look. I have been looking for a good curling iron that could give me curls that would stay all day without the use of hair products. I tried just about everything. I asked me friend who is a hairdresser what she recommend an she said to get a professional clip-less iron. I did some research Online and found the best priced clip less curling iron with the highest consumer rating. This iron appealed to me because it reached a very high temperature (that's why it is considered professional), and did not have the clip (makes the iron quicker and more versatile) that traditional curling irons have.
Amber DHouston, TXThis is one such purchase.
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For each purchase, we asked scouts a series of questions to help us understand:
// where it was first encountered// how much time elapsed between
discovery and purchase// purchase influences// reason for purchasing// place of purchase
Afterwards, we tagged our data rigorously to reflect product category and purchase method.
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our mobile native scouts bought...
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N = 1183
purchases
136food items
11eyeglasses
11phones
71shoes
7cars
6soaps
29alcoholic drinks
148electronics
3manicures
1set of juggling
knives
31bags
1kayak
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Thinking about your first encounter with this find, did it happen on a...
5%Phone
4%Tablet
31%Computer
60%Offline
The first thing we noticed? Phones were almost entirely absent from the discovery process.
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all rights reserved | 2013
Which of the following things do you think influenced you to buy this?
in store
friend
ecommerce store
chance encounter
an article
a blog/ forum
advertising
social network
nothing really
classified
other 14%
1%
4%
6%
7%
10%
10%
12%
18%
23%
39%
While “friends” were perceived as hugely influential by our scouts, that did not extend to social networks.
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so that’s what we didn’t see. what did we see?
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Is is a 50 mil macro lens made by Canon. I work as a photographer and I love building my collection equipment. Plus macro lens are awesome! I've always known about this lens, I just needed to save up enough to purchase it. First time I came across it was on a friend's camera. I learned more about the lens from playing with it hands on and researching it online.
Brittany W Chicago, IL
photography love
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all rights reserved | 2013
I bought a new concealer. The one I've been using has not been working well ... I heard this one looks really natural and won't make you break out because it's skin clearing. I looked through all of the different concealers at target. I was worried that a lot of the drugstore brands would look cakey. I read the packaging on about five different concealers before choosing this one. I think I gravitated towards neutrogena because thy are a skin care brand (I've seen many skin care commercials for neutrogena).
concealer
Brittany B Beaverton, OR
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all rights reserved | 2013
This chair is an exact replica of a chair from a company called arhaus that cost $1600. This one was $225. I'm not kidding. I just love it. It can literally be put in any room and instantly make it pop. It's cozy and has a high back and a feel seat and who doesn't love the nail heads all over it!!!! I just can't live without it. I have been looking for a chair for our guest room foreeeeeever. Nothing crazy just simple and my friend saw this one and sent me a pic immediately and I went and picked it up!!!
the most amazing chair.
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Melinda W Naperville, IL
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This is a Vince Camuto Scarf from Dillard's. I found this scarf and immediately realized that I had to have it. It a really pretty light fabric that is wearable for the Spring and Summer ( in contrast to the number of of thicker scarves I have to survive the Chicago winters)... I purchased this on a whim while shopping for a dress.
a practical splurge
Davlyn T Chicago, IL
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all rights reserved | 2013
Brittany WChicago, IL
Brittany BBeaverton, OR
Melinda WNaperville, IL
Davlyn TChicago, IL
We chose these examples for a reason. Each typifies one of four modes of product discovery.
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SeekA laser-focused mission to acquire something specific, right down to knowing the brand and model in advance.
25%
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Sift
A deliberate search for an item in a particular product category, when requirements are clear but the landscape of available options isn’t.
24.6%
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Sift 24%Seek 24%A sudden recollection that you’d meant to purchase something, only remembered after encountering that thing by chance.
Surface 23.6%
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Sift 24%Seek 24% Stumble 26.6%A classic impulse purchase. See it, love it, buy it.
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Seek StumbleSift Surface25% 24.6% 23.6% 26.6%
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back of mind
narrow aperture
broad aperture
top of mind
Stumble Sift
Surface SeekOverall, we see two dimensions underlying our modes of discovery.
One is aperture, which is the specificity of a search. The other is mindfulness, which is the awareness of searching.
For instance, our “Seek” mode is top of mind and narrow aperture — meaning, a deliberate search for a specific product.
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all rights reserved | 2013
Seek StumbleSift Surface
48%
52%digital
physical54%
46%digital
physical60%
40%digital
physical74%
26%digital
physical
FIRST ENCOUNTER = DIGITAL / PHYSICAL
Top of mind discoveries were much more likely to have had a digital inception.
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53%
33%
22%
Seek
Sift
Surfa
ce
Stum
ble
% OF PURCHASES MADE WITHIN HOURS OF FIRST ENCOUNTER
Top of mind discoveries were less likely to have had a short gestation period.
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clothing fashion accessories food and dining
tech accessories sports & fitness
shoes & bags
top of mind
all or nothing
back of mind
home & garden health & wellness
Not all product categories exhibit the same discovery patterns.
For instance, clothing purchases are usually surfaced or stumbled — that is to say, back of mind. In contrast, electronics are usually sought or sifted — that is, top of mind.
A few categories, like shoes, tend to be stumbled or sought in equal measure.
Seek
Stumble
SiftSurface
electronics
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SOURCES THAT INFLUENCED YOUR PURCHASE
Seek StumbleSift Surface
Scouts also named a few influences for each purchase.
friend
store
ecommerce
other
blog/forum
article/review
ad
social site
chance
nothing
classified 1%
5%
8%
8%
10%
13%
13%
16%
21%
23%
30% store
friend
ecommerce
other
article/review
blog/forum
chance encounter
ad
social site
nothing
classified 2%
3%
6%
8%
10%
14%
15%
16%
25%
28%
30% store
friend
ecommerce
chance encounter
other
blog/forum
article/review
social site
ad
nothing
classified 3%
5%
5%
5%
8%
10%
11%
13%
18%
18%
46% store
friend
chance encounter
other
ecommerce
ad
social site
article/review
blog/forum
nothing
classified 0%
4%
4%
6%
6%
7%
8%
12%
16%
17%
58%
all rights reserved | 2013
all rights reserved | 2013
SOURCES THAT INFLUENCED YOUR PURCHASE
Seek StumbleSift Surfacestore
friend
ecommerce
chance encounter
other
blog/forum
article/review
social site
ad
nothing
classified 3%
5%
5%
5%
8%
10%
11%
13%
18%
18%
46% store
friend
chance encounter
other
ecommerce
ad
social site
article/review
blog/forum
nothing
classified 0%
4%
4%
6%
6%
7%
8%
12%
16%
17%
58%
Mostly, scouts characterized (physical) stores and friends as influential — social sites, not so much.
store
friend
ecommerce
other
article/review
blog/forum
chance encounter
ad
social site
nothing
classified 2%
3%
6%
8%
10%
14%
15%
16%
25%
28%
30%friend
store
ecommerce
other
blog/forum
article/review
ad
social site
chance
nothing
classified 1%
5%
8%
8%
10%
13%
13%
16%
21%
23%
30%
all rights reserved | 2013
all rights reserved | 2013
SOURCES THAT INFLUENCED YOUR PURCHASE
Seek StumbleSift Surfacefriend
store
ecommerce
other
blog/forum
article/review
ad
social site
chance
nothing
classified 1%
5%
8%
8%
10%
13%
13%
16%
21%
23%
30% store
friend
ecommerce
other
article/review
blog/forum
chance encounter
ad
social site
nothing
classified 2%
3%
6%
8%
10%
14%
15%
16%
25%
28%
30% store
friend
ecommerce
chance encounter
other
blog/forum
article/review
social site
ad
nothing
classified 3%
5%
5%
5%
8%
10%
11%
13%
18%
18%
46% store
friend
chance encounter
other
ecommerce
ad
social site
article/review
blog/forum
nothing
classified 0%
4%
4%
6%
6%
7%
8%
12%
16%
17%
58%
ecommerce sites seemed to help most when scouts already had a fairly clear idea of what they wanted to purchase.
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all rights reserved | 2013
Do people seek out or sift through electronics — or any category, for that matter — because of some fundamental aspect of electronics, or because that’s the way the electronics industry targets customers?
We don’t know. But we know you should be thinking about it.
takeaways1
electronics
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all rights reserved | 2013
Any way we slice it, online media (including phones) don’t have a huge impact on back-of-mind modalities like stumbling and surfacing.
In other words, the Internet isn’t great at facilitating discovery.
takeaways
60%
40%digital
physical74%
26%digital
physical
2(a)
StumbleSurface
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That said, the emergence of planned stumbling (via curated product subscriptions) is beginning to change the landscape of online discovery.
takeaways
This is a dual lip and cheek stain pencil by Mirenesse. It's a great product! It's a bright, bold, long lasting color...I loved it so much that I ordered a second color a few days after trying this one out. I received this as a sample in my monthly Birchbox subscription. It came with a card describing how to use it, and Birchbox also posts great tutorials on many of their product pages...
2(b)
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all rights reserved | 2013
A great number of purchases are socially mediated, though not necessarily by online social networks.
takeaways3
friend
social site 8%
30%
friend
social site 6%
28%
friend
social site 5%
18%
friend
social site 6%
17%
all rights reserved | 2013
all rights reserved | 2013
We also suspect that an enormous number of discoveries do not touch the Internet at all.
In other words, our digital metrics aren’t really measuring them.
takeaways4
back of mind
Surface
Stumble
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all rights reserved | 2013
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