The Mobile Hub Understanding the role of mobile in decision making. December 2014

Transcription

1 The Mobile Hub Understanding the role of mobile in decision making December 2014

2 Research objectives To map the current and future role of mobile and tablets in the purchase cycle across the entertainment, automotive and finance categories To understand the decision journey across each category To determine the current role of mobile across the decision journeys To understand the influence of mobile at various points of the decision journeys To explore gaps and opportunities for enhancing and driving mobile in each category

3 Three stage methodology 1- Mobile Ethnography Understanding the role of mobile 2- Decision mapping Defining the decision journey 3- Quantification Quantifying and prioritising Smartphone based research allowing us to delve into the real world mobile usage of consumers Online qualitative research community set up for each of the categories: entertainment, finance and automotive Online survey providing measurement and metrics N=25 participants - Male/Female, aged years old - All to currently use a smartphone and be comfortable with web browsing, app usage, etc. - All to respond to 8 tasks over a week Tasks including: Record a message when you are using your phone for something other than calls or texts. When you see ads on your phone, record a message to tell us what you ve seen and what you think of it N=25 participants per category - Male/Female, aged years old - All recruited based on their recent or current participation in the category - All to engage through a series of 5 topics over a week Topics including: Lifestyle Category purchase behaviours Category drivers Use of mobile in the decision making N=1,500 - Male/Female, aged years old - Have purchased or researched in each of the automotive (n=701), entertainment (n=1,287), and finance (n=972) categories in the past 3 months

4 01 The automotive audience 02 Mobile fundamentals 03 Mobile in the decision journey 04 Recommendations

5 01 The automotive audience 02 Mobile fundamentals 03 Mobile in the decision journey 04 Recommendations

6 We are talking a broad audience 45% 55% 47% of the Australian population Bought or looked into buying a car in the last 6 months 16% 12% 13% 14% 12% 10% 10% 6% 7% % 21% Mobile is an important channel across all demographics Bought/look into buying a NEW car Bought/look into buying a 2 nd hand car Base: Automotive buyers n= 701

7 All comfortable with the smartphone assets 96% use a smartphone 65% own a tablet with 10+ apps Mobile Tablet 54% phone 20+ apps 61% Mobile phone Tablet 32% 36% On an average day they use their phone to: Use 2 to 5 apps Mobile 47% phone 66% 45% 16% Browse the internet Read the news Purchase something online Tablet 52% Base: Automotive buyers n= 701

8 01 The automotive audience 02 Mobile fundamentals 03 Mobile in the decision journey 04 Recommendations

9 From useful device to popular addiction

10 5 fundamental principles of mobile 1 smartphone 1 person Constantly connected Life-facilitator Foster sharing Tandem screen

11 1 smartphone 1 person

12 Mobile is the most intimate media Mobile provides an opportunity to tailor communications

13 Constantly connected

14 It s a ubiquitous media I carry my mobile phone everywhere Total Gen Y Gen X BB 85% 87% 86% 79% I would be lost without Total Gen Y 65% 74% my mobile phone Gen X 66% BB 50% I can t live without my Total Gen Y 55% 65% mobile phone Gen X 58% BB 36% Base: Automotive buyers n= 701

15 And used for constant snap connections over the day Average time spent daily: Less than 10 minutes minutes minutes 30 minutes to an hour More than an hour Don't do this Talking on your mobile phone 36% 27% 15% 13% 8% 1% Texting 52% 22% 11% 7% 5% 3% Using apps on your phone 29% 24% 15% 13% 9% 11% Browsing the internet on your phone 26% 24% 15% 13% 10% 12% Browsing the internet on your tablet 17% 19% 13% 15% 13% 23% Using apps on your tablet 24% 19% 12% 12% 7% 26% Playing games on your phone 27% 15% 14% 10% 6% 27% Playing games on your tablet 22% 13% 13% 10% 7% 35% Lots of short interactions means there is no time for in-depth messaging Base: Automotive buyers n= 701

16 While mobile phones are omnipresent, tablet are more of a luxury Mobile phone vs. Tablet 55% I can t live without my mobile phone 28% I can t live without my tablet My phone goes everywhere I do, yep even the bathroom. I don't know what I'll do without it. M, Gavin I prefer to use my tablet to do the online shopping. It makes it so much easier to search and look up different items. F, Jessica The two devices play a very different role and should be considered differently Base: Automotive buyers n= 701

17 Life-facilitator

18 Users rely on their mobile to coordinate their lives Content is: tailored aggregated accurate I use my phone hourly to look at s, messages and my calendar for planning meetings etc I love using the following apps Uber for taxis, run meter for exercise, itunes for music, Instagram. F, Katrina At its best, mobile is a tool - so whatever we do, should add something useful to people s lives

19 Foster sharing

20 Mobile fosters rapid sharing and social activities Activities done on mobile devices: Day Week Received a call 81% 16% 97% Sent a text/sms 81% 15% 96% Made a call 78% 18% 96% 65% Received a text/sms Used 64% 84% 16% 12% 80% 96% I would feel isolated without my mobile phone Used social media Checked in on social media 41% 55% 19% 16% 60% 71% Opportunity to empower the conversation without trying to lead it Updated a status on social media 28% 25% 53% Base: Automotive buyers n= 701

21 Tandem screen

22 Mobile enhances the connection with other media I m often on the internet on my phone while I watch TV. I like to do some online shopping. Last night I saw something on TV and checked it on ebay on my phone We need to think about how we use mobile in conjunction with other media

23 MEDIA SOCIAL HEALTH/ LIFESTYLE PROFESSIONAL SHOPPING ADMIN PERSONAL INTERESTS Radio Cinema TV OOH Online Print s Messages Colleagues Friends Family Groups Network s Fitness app Notes Calendar Trade press News LinkedIn Coaching Tracker Cooking Comparison apps Foster sharing Tandem screen 1 phone 1 person Life facilitato r Constantly connected Reviews Order Locate Calculator Notes Reminders Weather Calendar Transport Maps Travels Music Photos Videos Books Tickets Games MOBILE HUB

24 Key learnings for the use of mobile in your communication strategy Wrong Right Don t just adapt a desktop strategy to fit mobile Mobile media is used with a distinct mindset: Identify what mobile users need the most when interacting with you from their phone and focus on those essentials only Don t just create an app (good to deepen loyalty and connection) Don t consider mobile as a standalone connection in the decision journey communication strategy Mobile is a media in its own: Have a mobile strategy including an m-site (or a mobile friendly site). Optimise the mobile connection as a whole. Acting as the glue that holds other media together: Use it as a connection catalyser throughout the decision journey

25 01 The automotive audience 02 Mobile fundamentals 03 Mobile in the decision journey 04 Recommendations

26 Mobile is an important connection point in purchase decision journeys overall 77% Used their mobile to aid their purchase decision Source: WARC, Advertising guides mobile purchases, sourced by Buzzcity, published 22nd Oct 2014

27 And it plays a role at each stage PASSIVE TRIGGER EVALUATE ACT POST? 59% use apps everyday 63% 33% bought something online last week 68% took a picture of a product 57% Browse the internet on their phone everyday Used a phone to look for product information 80% Used their phone instore to assist in the shopping process 59% sent a picture of a product to family/friends Source: MediaCom Pulse/Fairfax

28 Mobile in the automotive decision journey

29 Base: Automotive buyers n=518 The decision process happens within a month 1 day or less Up to a week 1-2 weeks 2 weeks to a month 1-3 months 3-6 months How did it took you from when you first thought of buying until you bought it? 7% 17% 25% 24% 17% 9% 2% We need to use that time to influence

30 Base: Automotive buyers n=518 And happens mainly online Which media did you use to help make your purchase decision regarding an entertainment product 67% 49% 36% 30% 21% 18% 12% 11% 5% Internet on computer/laptop Internet on mobile devices Friend or family member A person in a car dealer Newspaper TV Magazine Mechanic Book

31 Base: Automotive buyers n=518 Which proves to be true across all generations Which media did you use to help make your purchase decision regarding an entertainment product 66% 63% 74% 58% 55% Gen Y Gen X BB 45% 38% 32% 30% 28% 26% 37% 26% 20% 17% 18% 18% 18% 12% 11% 11% 13% 10% 12% 9% 4% 3% Internet on computer/laptop Mobile device Friend or family member A person in a car dealer Newspaper TV Mechanic Magazine Book Mobile is the second most important media for all generations, especially Gen X

32 Base: Automotive buyers n=518 This online decision process is spread throughout the day When researching for automotive device used by location: 83% Mobile devices Laptop or desktop device used by time of the day: Mobile device Laptop or desktop computer 64% 53% 31% 32% 32% 41% 35% 39% 26% 25% 16% 12% 8% 8% 4% 3% 2% 3% 13% 10% 25% 14% 15% 18% 15% At home At work On public transport Outdoors In the car In a shop, office, or bank branch Breakfast Morning Lunchtime Afternoon Dinner time Evening Late night A significant amount of decision making is outside the home Mobile opens up connection opportunities throughout the day

33 It communicates to different generation, at different times, on different device Mobile phone Tablet Laptop/Desktop 41% 40% 43% 44% 37% GEN Y Constant 18% 5% 15% 22% 23% 19% 14% 19% 13% Breakfast Morning Lunchtime Afternoon Dinner time Evening Late night 51% GEN X Curated 16% 11% 7% 39% 35% 30% 27% 13% 13% 38% 35% 20% 16% 17% 10% 38% 39% 15% 14% 16% BB Settled Breakfast Morning Lunchtime Afternoon Dinner time Evening Late night 54% 44% 34% 23% 25% 22% 21% 17% 18% 17% 14% 7% 9% 6% 7% 3% 3% 5% 7% 2% Breakfast Morning Lunchtime Afternoon Dinner time Evening Late night

34 We need to look at the importance of mobile and laptop throughout the automotive decision journey Mobile devices Laptop/ Desktop? PASSIVE EVALUATE ACT POST

35 Base: Automotive buyers n=518 For the automotive category, online is crucial from the start of the process PASSIVE What device do you use when looking for the following type of information regarding automotive product online: Look for automotive news Total Gen Y Gen X Mobile Tablet Laptop 15% 18% 50% 22% 24% 53% 15% 19% 52% BB 7% 12% 46%

36 At this stage they have an emotional connection with brands PASSIVE They are attentive to inspirational models by: Shared content Picturing car on the road Reading news I admire cars on the road while travelling. Carolyn P I casually look at photos of certain car models I like. Trent77 I do keep an eye on the news related to cars. Tharaka

37 STAGE: PASSIVE Use their ongoing mobile touchpoints (apps, websites, social media) to heighten emotional brand perceptions. To benefit from mobile connections, online awareness campaigns must include mobile friendly creative.

38 Mobile phone Tablet Laptop or desktop Prices 23% 29% 73%? EVALUATE The evaluation stage is the most engaging in terms of online connections. People actively search for information, facts and figures for this consequent spend. It incudes a mix of earned, owned and paid media. Tablet plays a significant role Model or brand information Dealer locations Promotions/special offers Detailed specifications Reviews from experts Car news Comparing cars Opinions of other people (who you don t know) Opinions of friends or people you know 20% 27% 71% 20% 18% 54% 16% 21% 54% 15% 22% 69% 15% 20% 57% 15% 18% 50% 14% 23% 68% 11% 11% 32% 10% 7% 15% Base: Automotive buyers n=518

39 Mobile devices play a critical role in communicating to Gen Y, while Gen X tends to connect via tablets Gen Y Gen X BB Mobile phone Tablet Laptop or desktop Model or brand information Detailed specifications Prices Reviews from experts Opinions of other people (who you don t know) Car news 28% 30% 66% 22% 20% 66% 32% 31% 69% 24% 24% 53% 19% 17% 40% 22% 24% 53% 23% 31% 17% 27% 27% 33% 16% 22% 10% 10% 35% 15% 19% 52% 74% 72% 76% 62% 8% 18% 4% 19% 10% 21% 4% 12% 2% 7% 22% 7% 12% 53% 46% 73% 69% 73% Comparing cars Dealer locations Opinions of friends or people you know Promotions/special offers 22% 28% 27% 20% 13% 12% 26% 19% 22% 49% 50% 66% 16% 26% 22% 22% 12% 8% 14% 22% 24% 70% 59% 60% 5% 14% 10% 12% 4% 2% 5% 6% 17% 67% 52% 50%

40 Base: Automotive buyers n=518 The experience on mobile devices is not yet as satisfying as it should be, especially on tablets Mobile devices are praised for their convenience along the decision journey. Laptops are used by default to access detailed information. How satisfied are you with the information and advice you found? Total Mobile Tablet Laptop/ Desktop 53% 62% 88% Gen Y 58% 73% 90% Gen X 68% 62% 88% BB 37% 46% 85% Make sure the information is available and accessible on tablets

41 ? EVALUATE The process is non-linear, with people being eager for information, shuffling backwards and forwards. They are looking for clarity and reassurance. Make the most of mobile s attributes: Convenience Opinion sharing Use the assets of tablets to provide clarity and rich visuals.

42 Base: Automotive buyers n=518 ACT Mobile isn t a strong touchpoint for purchasing, but it can strongly drive traffic to the car dealers and builds reassurance How did you end up buying or paying: At a dealer 43% Online on laptop or desktop 12% Private sale Online - on your mobile phone 6% 12% 27% use their mobile to locate dealers Online - on your tablet Online - over the phone Auction 4% 4% 2% 1 out of 3 uses its mobile device to look for opinions or reviews

43 ACT Accompany them via online owned and earned content. Accompany them to your store.

44 Base: Automotive buyers n=518 Connection at this stage is rather low, while the experience with the purchase is very high POST Actually seeing my car and sitting in it and taking it for a drive was the best part! Use mobile and its social media connectivity to foster sharing

45 Opportunity to convert the post-purchase experience into a source of information and triggers for others. POST Use the assets of mobile device to invite them to share their experience.

46 01 The mobile audience 02 Mobile fundamentals 03 Mobile in the decision journey 04 Recommendations

47 DON T Don t consider mobile as a lonely connection point DO But use it as a catalyst to connect to other touchpoints Look beyond display offer variety, maximise the use of mobile media, and especially tablets Don t try to make in-depth connections (detailed information) Deliver clear, curated, rational information. Make it easy for them to access what they want when they want. Don t copy and paste the laptop/desktop online strategy Use those contextual signals of location, and time of the day to refine your communication strategy and call-to-actions