Mobile Shopping November 2012 1
About the survey The survey was conducted on Lightspeed Research's UK online panel in November 2012. There were 2744 respondents to the initial part of the survey, all of whom have a mobile phone. Initial Results All respondents were asked if they had undertaken any of a range of mobile shopping activities in the last six months. Around one in four (37%) had done at least one of these activities, however most (61%) had not. Respondents are most likely to have purchased content for their phone (22%) followed by physical goods/services (16%). Respondents aged 18-34 are much more likely to have done at least one of these activities (61%), compared to 35-54 year olds (38%) and 55-64 year olds (18%). 2
Main Results Unless otherwise specified, all of the following results only refer to respondents who had undertaken one of these shopping related activities on their mobile in the past 6 months (N=1000). Amongst those who had undertaken at least one mobile shopping related activity on their phone in the last 6 months, purchasing phone content is the most popular (61%), followed by purchasing physical goods/services (45%) and redeeming discounts or coupons (38%). Women are more likely than men to have redeemed discounts or coupons (41% vs. 34%) 3
Mobile activities in the past 6 months To purchase content for your mobile phone (eg ringtones, apps) 61 % To purchasing physical goods or services 45 % To redeem discounts or coupons 38 % To purchase other digital content (eg songs, ebooks) To purchase or use tickets (e.g. for travel, admission to concerts, etc.) Used it as a tickets (e.g. for travel, admission to concerts, boarding pass etc.) To collect or redeem loyalty rewards (like airline miles) 34 % 27 % 24 % 4
Purchasing phone content is popular across all age groups, although other activities are most popular with 18-34s Mobile activities in the past 6 months 18 34 35 54 55 64 To purchase content for your mobile phone (eg ringtones, apps) To purchasing physical goods or services To redeem discounts or coupons 29 % 33 % 26 % 63 % 61 % 57 % 50 % 46 % 50 % To purchase other digital content (eg songs, ebooks) 19 % 31 % 45 % To purchase or use tickets (e.g. for travel, admission to concerts, etc.) Used it as a tickets (e.g. for travel, admission to concerts, boarding pass etc.) 34 % 24 % 18 % 30 % 22 % 17 % To collect or redeem loyalty rewards (like airline miles) Respondents who have done at least one of these activities 26 % 18 % 13 % 5
When it comes to purchases made via a mobile, apps are the most popular (58%), followed at some distance by music (33%) and clothes/shoes (24%). One in five have purchased food or groceries via mobile. Women are more likely than men to have purchased clothes or shoes (29% vs. 18%) Mobile purchases Apps 58 % Music Clothes, shoes ebooks / ibooks Travel (hotel, train ticket, f light etc) Food, groceries etc. Event tickets Take-away meal Other Toiletries, make-up, f ragrance Video content Charity donation 33 % 24 % 23 % 23 % 19 % 18 % 15 % 13 % 10 % 7 % 6
Each purchase type is most popular with 18-34 year olds, although apps have a broader appeal than other items Mobile purchases 18 34 35 54 55 64 Apps Music Clothes, shoes ebooks / ibooks Travel (hotel, train ticket, f light etc) Food, groceries etc. Event tickets Take-away meal Other Toiletries, make-up, f ragrance Video content Charity donation 54 % 48 % 45 % 31 % 13 % 35 % 9 % 30 % 21 % 16 % 26 % 23 % 16 % 24 % 19 % 11 % 21 % 18 % 16 % 26 % 13 % 15 % 12 % 16 16 % 11 % 4 % 14 % 10 % 3 % 8 % 6 % 4 % 68 % 7
Almost six out of ten (who have done some kind of mobile phone shopping) say they use their phone to research a product while in store. The under 55s are the most likely to do this. Proportion who use mobile to research products when in store 66 % 58 % 58 % 58 % 57 % 39 % Total Male Female 18 34 35 54 55 64 The most common in-store mobile research activity is to visit price comparison sites, followed by visiting sites to read product reviews by other users. How products are researched on mobile when in store Visit price comparison sites 68 % Read product reviews by other users 49 % Check availability 42 % Visit the website of the product/company making the item 37 % Read product reviews by prof essionals 30 % Find out more about the product (ingredients, ethical reputation) 27 % Find out more about the retailer 17 % Other 3 % Base: Respondents who research on mobile when in store 8
Visiting price comparison sites is popular across age groups, as is checking availability, and visiting the manufacturer's website. How products are researched on mobile when in store 18 34 35 54 55 64 Visit price comparison sites Read product reviews by other users Check availability Visit the website of the product/company making the item Read product reviews by prof essionals Find out more about the product (ingredients, ethical reputation) Find out more about the retailer 2 % Other 2 % 6 % Base: Respondents who research on mobile when in store 55 % 47 % 37 % 42 % 41 % 43 % 37 % 37 % 40 % 34 % 30 % 19 % 17 % 11 % 32 % 24 % 24 % 68 % 68 % 65 % 9
Convenience is the most cited reason for purchasing via mobile, either in general, or because the item was intended for the mobile. Reasons for making most recent mobile purchase on mobile rather than via computer/tablet or in store It was the most convenient method 51 % It was easier as the item was for my mobile (e.g. app, ringtone, ibook) 31 % It was cheaper than elsewhere 13 % I really like shopping on my mobile Could not get to the store, or the store was closed I got an offer to my phone to use if I bought in store I could only buy the item via mobile 12 % 10 % 10 % 9 % I received a discount for using my mobile 9 % Other 4 % 10
Websites are the most popular way to purchase via mobile, followed by apps. Preferred way to purchase via mobile 53 % 39 % 3 % 4 % Via a Website Via an App Via an SMS Other Websites are popular across all age groups, but apps are more popular with younger respondents. Preferred way to purchase via mobile 55 % 54 % 50 % 18 34 35 54 55 64 45 % 37 % 32 % 4 % 4 % 2 % 3 % 4 % 9 % Via a Website Via an App Via an SMS Other 11
PayPal is the preferred way to pay when shopping via mobile, followed by credit card. Men are more likely than women to prefer to pay via credit card (36% vs. 27%). 55-64 year olds are least likely to prefer to pay via PayPal (46% vs. 52%-54% of younger respondents). 52 % Preferred way to pay when purchasing via mobile 31 % 7 % 4 % 4 % 1 % PayPal Credit card Add to my mobile phone bill Using a voucher/code Other SMS charge The majority are satisfied with their most recent mobile shopping experience - with little difference between age and gender groups. In fact just over one third (36%) say they were very satisfied with the experience. Satisfaction with most recent purchase experience via mobile 79 % 78 % 81 % 76 % 82 % 78 % 18 % 19 % 17 % 21 % 16 % 3 % 3 % 2 % 3 % 2 % 3 % Total Male Female 18 34 35 54 55 64 12
For four in ten respondents (39%) a poor mobile purchasing experience would put them off using the same retailer again. Three in ten (31%) would use the same retailer, but would probably shop using another means. 39 % Would a poor mobile purchasing experience put you off using that retailer again? 31 % 9 % 2 % Yes No No, but I would probably shop with them some other way, and not use my mobile Maybe Don't know For most respondents, ease and practicality of shopping via mobile or PC depends on the product or service being purchased (52%). However one in five (19%) say that a mobile is easier / more practical. Do you find making purchases via a mobile phone easier or more practical than using a laptop? 52 % 19 % 29 % Yes No Depends on the specific product or service 13
18-24s are the most likely to say that mobile purchasing is easier/more practical than using a laptop Do you find making purchases via a mobile phone easier or more practical than using a laptop? 18 34 35 54 55 64 45 % 55 % 55 % 24 % 18 % 11 % 31 % 27 % 34 % Yes No Depends on the specific product or service Just over half say that their mobile is well suited to making purchases. For those that think otherwise. Size, security and speed are the key issues. Is your mobile phone well suited for making purchases? Yes 56 % No, because it is too small 18 % No, because it is less secure 14 % No, because it is too slow 13 % No, because it costs more in data/browsing 10 % No, because it has poor internet connection 9 % 14
Under 55s are the most likely to say their phone is suited to making purchases Is your mobile phone well suited for making purchases? 18 34 35 54 55 64 Yes 40 % 57 % 61 % No, because it is too small No, because it is less secure No, because it is too slow 16 % 17 % 24 % 14 % 12 % 14 % 14 % 12 % No, because it costs more in data/browsing No, because it has poor internet connection 8 % 9 % 10 % 8 % 10 % 18 % 15
Respondents are most likely to be interested in using their phone as a sat nav, followed by using it to pay for goods/services in a shop, and using it as an electronic ticket for public transport. Around one quarter would like to use their phone as an electronic key for their house or car. Which of the following would you like to be able to do with your mobile phone? Use it as Satellite navigation system 48 % Use it to pay for goods and services in a shop Use it as an electronic 'ticket' for public transport Pay bills Use it as a passport / identity document for travelling Use it to locate your friends / family / children in real time Use it to monitor your home security system in real time Use it as an electronic key for your house or car Use it to monitor my children at home/school/nursery when I am at work None of the above 41 % 40 % 38 % 34 % 34 % 29 % 24 % 17 % 12 % 16
In general men are more interested in each of these functions than women. Which of the following would you like to be able to do with your mobile phone? Male Female Use it as Satellite navigation system Use it to pay for goods and services in a shop Use it as an electronic 'ticket' for public transport Pay bills Use it as a passport / identity document for travelling Use it to locate your friends / family / children in real time Use it to monitor your home security system in real time Use it as an electronic key for your house or car Use it to monitor my children at home/school/nursery when I am at work None of the above 21 % 19 % 15 % 18 % 10 % 14 % 44 % 44 % 39 % 42 % 38 % 39 % 38 % 39 % 29 % 36 % 31 % 36 % 29 % 53 % 17
55-64 year olds are the most likely to be interested in using their phone as a sat nav (53%) and as an electronic key for their house or car (31%). Which of the following would you like to be able to do with your mobile phone? 18 34 35 54 55 64 Use it as Satellite navigation system Use it to pay for goods and services in a shop Use it as an electronic 'ticket' for public transport Pay bills Use it as a passport / identity document for travelling Use it to locate your friends / family / children in real time Use it to monitor your home security system in real time Use it as an electronic key for your house or car Use it to monitor my children at home/school/nursery when I am at work None of the above 47 % 48 % 53 % 42 42 % 40 % 45 % 39 % 33 % 43 % 37 % 31 % 33 % 35 35 % 34 % 33 33 % 27 % 29 % 32 % 25 % 31 % 17 % 8 % 10 % 13 % 14 % 18
Respondents who did not want to use their phone to pay for goods/services in a shop were asked their reasons. Most (54%) say it would make people more likely to steal their phone, while just over one third don't trust the phone company with that amount of data (35%). Reasons people do not want to use mobile to pay for goods and services in a shop (via scanning it rather than using credit/debit card) It would make people more likely to steal my phone 54 % I don t trust the phone company with that much data 35 % It would probably cost more to do this 24 % I don t trust the phone company to bill me correctly It s an invasion of privacy Base: Respondents who do not wish to use their phone to pay for goods/services in a shop Although most respondents haven't spent more than 39 on a single mobile purchase (66%), one in ten say they have spent 100 or more. This increases to 14% of men. Less than 20 Most ever spent on a single purchase via mobile 46 % 20-39 40-59 13 % 60-79 6 % 80-99 5 % 100 or more 10 % 19
The jury is still out when it comes to the safety of mobile purchases vs. purchasing from a computer. Although a slight majority think mobile purchases are as safe (54%), 46% remain unconvinced. This increases to 64% of 55-64 year olds. Do you think purchasing via your mobile is as safe/secure as purchasing via a computer? Yes No 46 % 47 % 46 % 42 % 44 % 64 % 54 % 53 % 54 % 59 % 56 % 36 % Total Male Female 18 34 35 54 55 64 For more information please contact: Ralph Risk, Marketing Director, EMEA T: +44 (0)207 896 1950 M: +44 (0)787 650 7689 F: +44 (0)207 896 1901 rrisk@lightspeedresearch.com www.lightspeedresearch.com 20