2016 M O B I L E I N T H E P A T H T O P U R C H A S E : CLOTHES & FOOTWEAR

Transcription

1 2016 M O B I L E I N T H E P A T H T O P U R C H A S E :

2 Method & background PURPOSE SHOW HOW SMARTPHONES ARE USED FOR PRODUCT RESEARCH IN GENERAL AND IN MOMENTS THAT MATTER UNIVERSE ONLINE POP 16+ WHO HAVE PURCHASED THE RELEVANT PRODUCT WITHIN A SPECIFIC PERIOD OF TIME (VARIES BY PRODUCT) SAMPLE SIZE 400 INTERVIEWS PER PRODUCT PRODUCTS SKIN CARE,, HOME FURNISHING, LAPTOPS, CAR INSURANCE METHOD PENDING ON MARKET: ONLINE, MIXED MO OR FACE-TO-FACE (SEE APPENDIX)

3 How to use this deck ANALYSIS THIS REPORT FOCUSSES ON ONE PRODUCT CATEGORY AND GIVES AN OVERVIEW OF KEY RESULTS AND KEY OPPORTUNITIES AGGREGATED KPIs SOME RESULTS SHOWN IN THIS REPORT ARE AGGREGATED NUMBERS FROM DIFFERENT QUESTIONS IN THE RESEARCH, PLEASE SEE APPENDIX FOR HOW THEY ARE CALCULATED AUTOMATION THIS REPORT IS AUTOMATICALLY GENERATED PER PRODUCT AND SOME STORY-TELLING MAY BE NEED TO ACCOMPANY THE CHARTS TABLES THIS REPORT ONLY SHOWS A SNAPSHOT OF THE AVAILABLE RESULTS, PLEASE REVIEW THE EXCEL BANNERBOOKS OR SPSS FILE FOR MORE INFORMATION BASES WEIGHTED BASES ARE SHOWN, IF BASE IS BELOW 30 CHART NUMBERS ARE NOT SHOWN

4 How to use this deck THIS REPORT PROVIS AN OVERVIEW OF WHAT BUYERS ARE LOOKING FOR IN MOMENTS THAT MATTER: T I M E F O R S O M E T H I N G N E W W H A T S O U T T H E R E Realising a need or want First discovering brands in the space W H A T S B E S T F O R M E MOMENTS THAT MATTER Scoping the range of products available Exploring features H O W D O I G E T I T Prioritising features Narrowing down options Choosing where to buy from Working out the best way to buy

5 How to use this deck Chapter I: CONSUMER JOURNEY SNAPSHOT Chapter II: HOW MOBILE influences the purchase journey Chapter III: WHY MOBILE is useful in the purchase journey Chapter IV: KEY OPPORTUNITIES

6 CHAPTER I C O N S U M E R J O U R N EY S N A P SHOT

7 Key characteristics of the consumer journey First time purchasers Brand loyalists 24% Recent brand buyers Infrequent brand buyers 44% 31% 76% New brand buyers 25% Question asked : Q5 : Was this the first time you purchased this product? Blue = first time buyer Question asked : QS5_2 : When was the last time before this purchase you bought a product from the same brand? Recent buyers = within the past 6 months, infrequent buyers = longer than 6 months ago, new brand buyers = never Level of decisiveness Kind of purchase 16% 44% Completely decided Somewhat decided 11% 43% 38% 5% 27% Undecided Routine Impulse Planned Urgent Question asked : Q44: How decided were you on brand or product when you started to research? Question asked : Q45 : How would you describe your purchase? Base: All product buyers, n=502

8 Length of the journey TIME BETWEEN START OF RESEARCH AND PURCHASE 60% 50% 40% 30% 20% 10% 0% More than a few months A few months A few weeks A few days A few hours A few moments Question asked : Q43 : How much time passed between starting to collect information and actually purchasing the product? Base: All product buyers, n=502

9 Length of the journey TIME BETWEEN START OF RESEARCH AND PURCHASE 60% ALL BUYERS BUYERS WHO RESEARCHED ON SMARTPHONE 50% 40% 30% 20% 10% 0% More than a few months A few months A few weeks A few days A few hours A few moments Question asked : Q43 : How much time passed between starting to collect information and actually purchasing the product? Base: All product buyers / All buyers who researched on smartphone, n=502 / n=135

10 Use of smartphones for research and purchase 60% 31% 40% 4% RESEARCHED ONLINE RESEARCHED ON SMARTPHONE PURCHASED ONLINE PURCHASED ON SMARTPHONE Question asked : Q : Touch points used // Touch points used via smartphone // Q10 : How did you buy? Base: All product buyers, n=502

11 Use of smartphone to research market comparison Turkey 69% Czech Republic 39% Mexico 68% Sweden 38% Spain 62% Switzerland 35% Israel 61% Austria 34% Romania 57% Denmark 33% Greece 47% Belgium 32% Ireland 47% Netherlands 32% United Kingdom 45% Germany 31% Russia 44% France 31% Poland 43% Norway 30% Ukraine 39% Finland 28% 0% Question asked : 19.1_2_3 : Touch points used via smartphone Base: All product buyers, n=502

12 Use of smartphone to purchase market comparison United Kingdom 11% Belgium 5% Romania 9% Sweden 5% Turkey 9% Germany 4% Ukraine 8% Denmark 4% Israel 7% Mexico 4% Spain 6% Poland 3% Greece 6% Russia 3% Switzerland 6% Austria 2% Netherlands 6% Norway 2% Ireland 5% Finland 2% France 5% Czech Republic 1% 0% Question asked : Q10 : How did you buy? Base: All product buyers, n=502

13 CHAPTER II HOW MOBILE I N F L U E N C E S T H E P U R C H A S E J O U R N E Y

14 Smartphone use in the population % online pop who access the internet via smartphone at least as often as via desktop computer 79% 42% 52% 55% 29% O F P E O P L E U S E A S M A R T P H O N E 14% Base: Online pop 16+, n=818 Source: Connected Consumer survey

15 31% R E S E ARCHED THE PRODUCT ON THEIR S M ARTPHONE Question asked : 19.1_2_3 : Touch points used via smartphone Base: All product buyers, n=502

16 Using smartphones with other devices for product research 7% RESEARCHED ONLY on smartphone* 20% RESEARCHED on smartphone and at least one other device* Of the 20%* who researched on smartphone and at least one other device 42% RESEARCHED MAINLY ON SKTOP COMPUTERS 39% RESEARCHED MAINLY ON SMARTPHONE 19% RESEARCHED EQUALLY ON SMARTPHONE AND SKTOP Question asked : Q38 : How would you describe the way you used different devices to research for the product? Base: *All product buyers / All product buyers who researched on smartphone plus at least 1 other device, n=502 / n=105

17 On device product research in key moments T I M E F O R S O M E T H I N G N E W 44% W H A T S O U T T H E R E 54% 22% 22% Desktop research Smartphone Smartphone research W H A T S B E S T F O R M E 56% MOMENTS THAT MATTER Desktop research Smartphone Smartphone research H O W D O I G E T I T 52% 22% 23% Desktop research Smartphone Smartphone research Desktop research Smartphone Smartphone research Question asked : Q24 / Q25 : Which information did you look for on your <device>? Base: All product buyers who actively researched in each moment, n= 140 / n= 324 / n= 254 / n= 259

18 Information searched for, by device T I M E F O R S O M E T H I N G N E W 28% Of buyers actively searched for information in this moment* Brands 48% 41% Trends or features to consider 42% 26% Product types 29% 24% First ideas 15% 38% Information searched on smartphone Information searched on desktop Question asked : Q23 / Q24 / Q25 : Which information did you look for on your <device>? Base: *All product buyers / All product buyers who researched on <device> in each moment, n=502 / n=31 [low base!] / n=61

19 Information searched for, by device W H A T S O U T T H E R E Product / features 85% 88% Product images 36% Information searched on smartphone Information searched on desktop 42% 64% Quality aspects 19% 20% Of buyers actively searched for information in this moment* Product videos 6% 3% Instructions 6% 8% Question asked : Q23 / Q24 / Q25 : Which information did you look for on your <device>? Base: *All product buyers / All product buyers who researched on <device> in each moment, n=502 / n=72 / n=174

20 Information searched for, by device Information searched on smartphone Information searched on desktop W H A T S B E S T F O R M E Price 80% 75% 51% Of buyers actively searched for information in this moment* Product reviews, reputation or recommendations 48% 46% Product or brand comparisons 27% 17% Question asked : Q23 / Q24 / Q25 : Which information did you look for on your <device>? Base: *All product buyers / All product buyers who researched on <device> in each moment, n=502 / n=55 [low base!] / n=142

21 Information searched for, by device H O W D O I G E T I T 52% Of buyers actively searched for information in this moment* Other store details (direction, office hours, pics) 31% 24% Product availability 28% 35% Offers or deals 25% 28% Online purchase options 23% 25% Where to buy 16% 16% Store location 12% 9% Telephone number or contact details 0% 1% Information searched on smartphone Information searched on desktop Question asked : Q23 / Q24 / Q25 : Which information did you look for on your <device>? Base: *All product buyers / All product buyers who researched on <device> in each moment, n=502 / n=60 [low base!] / n=135

22 Touchpoints used for research in key moments T I M E F O R S O M E T H I N G N E W 38% 31% 32% 19% 28% W H A T S O U T T H E R E 31% 24% 18% 7% 6% Search Engines Brand Websites Product comparison Visited store W H A T S B E S T F O R M E Social Media MOMENTS THAT MATTER Search Engines Brand Websites Product comparison Visited store H O W D O I G E T I T Social Media 21% 26% 14% 29% 19% 22% 19% 33% 2% 4% Search Engines Brand Websites Product comparison Visited store Social Media Search Engines Brand Websites Product comparison Visited store Social Media Question asked : Q28A-D: What did you do when you looked for information in <each relevant moment>? Base: Product buyers who actively researched in each moment, online: n= 140 / n= 324 / n= 254 / n= 259

23 Touchpoints used, by device Touchpoints used (total sample) Search Engines 80% Touchpoints used via smartphone (smartphone researchers) Mail Newsletter 60% 40% Social Media 20% Online Magazines 0% Online Video Product Comparison Brand Websites or Apps Question asked : Q16_17_18 // Q19.1_2_3: Which touchpoints did you use? Base: All product buyers / All product buyers who researched on smartphone, n=502 / n=135

24 51% W A T C H E D O N L I N E V I D E O A B O U T T H E P R O D U C T O N T H E I R S M A R T P H O N E Question asked : Q19.1_2_3 : Which touchpoints did you use? Base: All product buyers who researched on smartphone, n=135

25 Journeys that involve smartphones tend to be more complex CROSS-VICE RESEARCHERS % 46% 51% TOUCHPOINTS USED ON AVERAGE ONLINE TOUCHPOINTS USED ON AVERAGE RESEARCHED IN-STORE PURCHASED IN-STORE RESEARCHED ONLINE BEFORE PURCHASED OFFLINE SKTOP ONLY RESEARCHERS % 35% 31% Meta analysis across all 5 products: skin care, clothing & footwear, home furnishing, laptop, car insurance due to sample size. Cross device researchers = buyers who researched on their smartphone and a desktop device or tablet. Desktop only researchers = buyers who research on a desktop device or tablet but no smartphone. Question asked : Q16-18 / 22 / 10 : How did you buy? Base: All product buyers who did cross-device research / who did mono-device research, n=599 / n=547

26 How smartphone influences online purchase TOTAL SAMPLE: 4% PURCHASED ON SMARTPHONE BUYERS WHO RESEARCHED ON SMARTPHONE: 15% 36% PURCHASED ON SKTOP 39% Question asked : Q10 : How did you buy? Base: All product buyers / All product buyers who researched on smartphone, n=502 / n=135

27 CHAPTER III WHY MOBILE I S U S E F U L I N T H E P U R C H A S E J O U R N E Y

28 Value of smartphone research in key moments T I M E F O R S O M E T H I N G N E W W H A T S O U T T H E R E 80% Found it helpful W H A T S B E S T F O R M E MOMENTS THAT MATTER 77% Found it helpful H O W D O I G E T I T 73% Found it helpful 71% Found it helpful Question asked : Q44.1A-D : How helpful was your smartphone in <each relevant moment?> Base: All product buyers who researched on smartphone, n=155

29 Reasons to use smartphone for research SPONTANEITY & TIME SAVING ARE MAIN BENEFITS OF SMARTPHONE PRODUCT RESEARCH Impulsive research, had smartphone at hand Can research wherever or whenever I want Saves time Most convenient in the moment It s my preferred device to go online Looked for special deals, coupons, promotions I find apps easy to use I hardly use my computer or other devices Needed to research on-the-go 34% 31% 28% 25% 14% 13% 12% 7% 5% Question asked : Q39.1: What motivated you to do research for the product on your smartphone? Base: All product buyers who researched on smartphone, n=155

30 Barriers to using smartphone for research 40% 18% 16% 7% 4% 0% I hardly use internet on my smartphone Like to read small print or details on bigger screen It wasn t convenient Don t have an adequate mobile data plan Poor network speed where I live Tried it but didn t find good mobile websites or apps LACK OF CONVENIENCE, HABITS AND MAND TO READ ON BIG SCREEN ARE MAIN BARRIERS Question asked : Q39.2 : Why didn t you research for the product on your smartphone? Base: All product buyers who didn t research on smartphone n=218

31 Barriers to using smartphone to purchase 46% 23% 12% 12% 9% 4% 4% 4% 1% Wanted to see the product in person Purchase on desktop or laptop is faster Like to read small print or details on bigger screen It wasn t convenient in the moment Didn t want to add my purchase details on the smartphone Needed recommendation of a salesperson Don t have an adequate mobile data plan Purchase process isn t smooth on a smartphone Tried it but it didn t work properly SMARTPHONE PURCHASE LACKS IN- PERSON PRODUCT EXPERIENCE Question asked : Q12.2 : Why didn't you make your purchase on your smartphone? Base: All product buyers who didn t buy via smartphone, n=352

32 Triggers to turn to smartphone for research Noticed something when I went online anyway 15% Planned research time 12% 48% WERE TRIGGERED SPONTANEOUSLY To kill time in between tasks 10% Noticed something about it 8% Noticed or saw advertising for it 8% Something others told me about it 3% Question asked : Q37 : What triggered you to research on your smartphone for the product? Base: All product buyers who researched on smartphone, n=155

33 CHAPTER IV K E Y OPPORTUNITIES P O

34 Key opportunity #1 search shows intent, while social is more for passive discovery % ACTIVELY SOUGHT INFORMATION % UNINTENTIONALLY FOUND INFORMATION SEARCH ENGINES* SEARCH ENGINES* 83% 67% SOCIAL MEDIA** SOCIAL MEDIA** 34% 41% Question asked : Q17.3/ Q17.4 : Active vs. passive research on search engines / social media : Base: *All product buyers who use search engines / **All product buyers who use social media, n=221 / n=77

35 Key opportunity #2 smartphones can drive early product discovery VICE ON WHICH PRODUCT WAS FIRST DISCOVERED SKTOP COMPUTER 58% SMARTPHONE 27% TABLET 8% Question asked : Q14.3_5 : On which device did you first come across it online / do that search? Base: All product buyers who discovered the product online, n=104

36 Key opportunity #3 search and video on smartphone are important influences in the journey 67% USED A SEARCH ENGINE VIA SMARTPHONE DURING RESEARCH 51% WATCHED ONLINE VIO VIA SMARTPHONE DURING RESEARCH Question asked : Q19.2 Which of these specific websites or apps did you use on your smartphone to inform your purchase? // 19.3: On which of the following websites or apps did you watch online videos to learn about the product you purchased? Base: All product buyers who researched on smartphone, n=135

37 Key opportunity #4 exposure to messaging via smartphone drives lower funnel actions 39% Online purchase of the product 71% Did a follow up action after smartphone product research* 29% 24% 24% 10% Visited a store Purchased product in a store More research on other devices Created a wishlist 9% ed / forwarded information 6% Made contact with a brand Question asked : Q40 : Did something you saw or read about the product on your smartphone lead you to any of the actions below? Base: *All product buyers who researched on smartphone / All product buyers who did a follow-up action after smartphone research, n=155 / n=110

38 Key opportunity #5 smartphones provide opportunities to influence just before a physical purchase % WHO USE SMARTPHONE FOR RESEARCH WHILE SHOPPING FOR THE PRODUCT % OF BUYERS WHO RESEARCH ON THEIR MOBILE WHILE SHOPPING FOR THE PRODUCT. T I M E F O R S O M E T H I N G N E W W H A T S O U T T H E R E 4% 9% 24% W H A T S B E S T F O R M E MOMENTS THAT MATTER H O W D O I G E T I T 9% 12% Question asked : Q27 : Did you look up any of the information about the product online on your smartphone while out shopping for this product? Base: All product buyers who use a smartphone, n=373

39 Key opportunity #6 while all ages use smartphone research, there s an opportunity to renew the buyer cycle via mobile % USED SMARTPHONE FOR PRODUCT RESEARCH 58% 28% 12% < 34 years years 55+ years Question asked : Q19.1_2_3 : Did you use your smartphone for researching the product? Base: All product buyers, n=144 / n=177 / n=181

40 Key opportunity #7 smartphone research can leverage other media WHILE WATCHING TV 33% WHILE LISTENING TO RADIO OR OTHER MEDIA 12% Question asked : Q37.1 : In which situations did you do research on your smartphone for the product? Base: All product buyers who researched on smartphone, n=155

41 A P P E N D IX

42 First discovery During research (online or offline) 44% Previous experience 30% Noticed an ad 8% Heard about it from someone I know 5% Recommended by a salesperson 3% Question asked : Q13 : How did you first hear about the product you finally purchased? Base: All product buyers, n=502

43 Use of search and social for product research on smartphone 94 % GOOGLE % YOUTUBE % FACEBOOK % INSTAGRAM % WHATSAPP 12 6% PINTEREST Question asked : Q19.2: Which of these specific websites or apps did you use on your smartphone to inform your purchase? // Q19.3: On which of these websites or apps did you watch online video(s) on your smartphone to get informed before your most recent purchase? Base: All product buyers who use search engines via smartphone / All product buyers who use online videos via smartphone / All product buyers who use social media via their smartphone, n=105 / n=72 / n=34[low base!]

44 Use of online & offline touchpoints for research Read magazines Saw the product Search Engines 80% 60% 40% Social Media Online Video 20% Offline ads 0% Brand Websites or Apps WOM Product Comparison Visited store Mail Newsletter Online Magazines Question asked : Q16_17_18 // Q22 : Which touchpoints did you use? Base: All product buyers, n=502

45 Calculation of aggregated KPIs ONLINE RESEARCH AGGREGATED RESULTS, NUMBERS ARE TAKEN FROM QUESTIONS 16, 17 AND 18 SMARTPHONE RESEARCH AGGREGATED RESULTS, NUMBERS ARE TAKEN FROM QUESTIONS 19.1, 19.2 AND 19.3 OFFLINE RESEARCH AGGREGATED RESULTS, NUMBERS ARE TAKEN FROM QUESTION 22 MOMENT RESEARCH AGGREGATED RESULTS, NUMBERS ARE TAKEN FROM QUESTION 23 BY ASSIGNING DIFFERENT INFORMATION NEEDS TO THE FOUR RESEARCH MOMENTS SHOWN IN THE REPORT