Post on 22-Jun-2020
The Mobile HubUnderstanding the role of mobile
in decision making
December 2014
Research objectives
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
To map the current and future role of mobile
and tablets in the purchase cycle across the
entertainment, automotive and finance
categories
Three stage methodology
N=25 participants
- Male/Female, aged 18-54 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 18-54 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 18-64 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
1- Mobile Ethnography
Understanding the role of mobile
Online survey providing measurement
and metrics
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
2- Decision mapping
Defining the decision journey
3- Quantification
Quantifying and prioritising
01The automotive
audience
03Mobile in the
decision journey
04
Recommendations
02Mobile
fundamentals
01The automotive
audience
03Mobile in the
decision journey
04
Recommendations
02Mobile
fundamentals
6%
12%
16%
13%14%
12%10% 10%
7%
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64
47%of the Australian population
Bought or looked into buying
a car in the last 6 months
Base: Automotive buyers n= 701
We are talking a broad audience
Mobile is an important channel across
all demographics
55%
45%
31%
Bought/look
into buying a
NEW car
21%
Bought/look
into buying a
2nd hand car
All comfortable with the smartphone assets
10+
apps
61%
54%
Tablet
Mobile
phone 20+
apps
36%
32%
Tablet
Mobile
phone96%
use a smartphone
65% own a tablet
On an average day they use their phone to:
Use
2 to 5
apps 52%
47%
Tablet
Mobile
phone 16%Purchase
something online
45%Read the news
66%Browse the internet
with
Base: Automotive buyers n= 701
01The automotive
audience
03Mobile in the
decision journey
04
Recommendations
02Mobile
fundamentals
From useful device
to popular addiction
5 fundamental principles of mobile
1 smartphone
1 personLife-facilitator Foster sharing
Constantly
connected
Tandem
screen
1 smartphone
1 person
Mobile is the most intimate media
Mobile provides an opportunity to tailor communications
Constantly
connected
I would be lost without
my mobile phone
It’s a ubiquitous media
85%
87%
86%
79%
Total
Gen Y
Gen X
BB
65%
74%
66%
50%
Total
Gen Y
Gen X
BB
I carry my mobile phone
everywhere
I can’t live without my
mobile phone
55%
65%
58%
36%
Total
Gen Y
Gen X
BB
Base: Automotive buyers n= 701
And used for constant snap connections over the day
36%
52%
29%
26%
17%
24%
27%
22%
27%
22%
24%
24%
19%
19%
15%
13%
15%
11%
15%
15%
13%
12%
14%
13%
13%
7%
13%
13%
15%
12%
10%
10%
8%
5%
9%
10%
13%
7%
6%
7%
1%
3%
11%
12%
23%
26%
27%
35%
Talking on your mobile phone
Texting
Using apps on your phone
Browsing the internet on your
phone
Browsing the internet on your
tablet
Using apps on your tablet
Playing games on your phone
Playing games on your tablet
Less than 10 minutes 11-20 minutes 21-30 minutes 30 minutes to an hour More than an hour Don't do thisAverage time spent daily:
Lots of short interactions means there is no time for in-depth messaging
Base: Automotive buyers n= 701
While mobile phones are omnipresent, tablet are more of a luxury
The two devices play a very different role and should be considered differently
55%I can’t live without my mobile phone
28%I can’t live without my tablet
vs.
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
Mobile
phone
Tablet
Base: Automotive buyers n= 701
Life-facilitator
I use my phone hourly to
look at emails, 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
Users rely on their mobile to coordinate their lives
At its best, mobile is a tool - so whatever we do, should add something useful to people’s lives
tailored aggregated accurate
Content is:
Foster sharing
Mobile fosters rapid sharing and social activities
I would feel isolated without my mobile phone
Opportunity to empower the conversation without
trying to lead it
81%
81%
78%
84%
64%
55%
41%
28%
16%
15%
18%
12%
16%
16%
19%
25%
Received a call
Sent a text/SMS
Made a call
Received a text/SMS
Used email
Used social media
‘Checked in’ on social
media
Updated a status on social
media
Day Week
65%
Activities done on mobile devices:
97%
96%
96%
96%
80%
71%
60%
53%
Base: Automotive buyers n= 701
Tandem
screen
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
MEDIA SOCIAL HEALTH/
LIFESTYLE
PROFESSIONAL
SHOPPINGADMIN
PERSONAL
INTERESTS
Radio
CinemaTV
OOH
Online
eMails
Messages
Colleagues
Friends
Family
Groups
Network
eMails
Fitness app
Notes
Calendar
Trade press
NewsLinkedIn
CoachingTracker
Cooking
Comparison apps
Foster
sharingTandem
screen
1 phone
1 person
Life
facilitato
r
Constantly
connected
Reviews
OrderLocateCalculator
Notes
Reminders
WeatherCalendar
Transport
Maps
TravelsMusic
Photos
Videos
Books
Tickets
Games
MOBILE
HUB
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
Wrong Right
Don’t just create an app
(good to deepen loyalty and connection)
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.
Don’t consider mobile as a standalone
connection in the decision journey
communication strategy
Acting as the glue that holds other media
together:
Use it as a connection catalyser throughout the
decision journey
Key learnings for the use of mobile in your communication strategy
01The automotive
audience
03Mobile in the
decision journey
04
Recommendations
02Mobile
fundamentals
Source: WARC, Advertising guides mobile purchases, sourced by Buzzcity, published 22nd Oct 2014
Mobile is an important connection point in purchase decision journeys overall
77%Used their mobile to aid their
purchase decision
And it plays a role at each stage
59% use apps everyday
57%Browse the internet on
their phone everyday
63%Used a phone to look
for product
information
33% bought something
online last week
80% Used their phone in-
store to assist in the
shopping process
68% took a picture of a
product
59% sent a picture of a
product to
family/friends
Source: MediaCom Pulse/Fairfax
PASSIVE TRIGGER
?
EVALUATE
✔
ACT POST
Mobile in the automotive
decision journey
How did it took you from
when you first thought of
buying until you bought it?7% 17% 25% 24% 17% 9% 2%
1 day or less Up to a week 1-2 weeks 2 weeks to a month 1-3 months 3-6 months
Base: Automotive buyers n=518
The decision process happens within a month
We need to use that time to influence
Which media did you use to help make your purchase decision regarding an entertainment product
And happens mainly online
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
Base: Automotive buyers n=518
63%
55%
45%
28%
17% 18%
12% 13%9%
66%
58%
32%
26%
20%18%
11% 10%
4%
74%
38%
30%
37%
26%
18%
11% 12%
3%
Internet on
computer/laptop
Mobile device Friend or family
member
A person in a car
dealer
Newspaper TV Mechanic Magazine Book
Gen Y Gen X BB
Which proves to be true across all generations
Which media did you use to help make your purchase decision regarding an entertainment product
Mobile is the second most important media for all generations, especially Gen X
Base: Automotive buyers n=518
This online decision process is spread throughout the day
64%
26%
16%12%
8% 8%
83%
25%
4% 3% 2% 3%
At home At work On public
transport
Outdoors In the car In a shop,
office, or
bank branch
Mobile devices Laptop or desktop
device used by location:
13%
31% 32%35%
14%
39%
15%
10%
32%
25%
41%
15%
53%
18%
Breakfast Morning Lunchtime Afternoon Dinner time Evening Late night
Mobile device Laptop or desktop computer
device used by time of the day:
When researching for automotive…
Mobile opens up connection opportunities throughout the dayA significant amount of decision making is outside the home
Base: Automotive buyers n=518
It communicates to different generation, at
different times, on different device
7%
23%
17%22%
3%
18%
5%3%
14%9%
21%
2%
25%
7%6%
34%
17%
44%
7%
54%
17%
Breakfast Morning Lunchtime Afternoon Dinner time Evening Late night
BB
Settled
16%
35%39%
35%
16%
38%
15%
7%
13% 13%
20%
10%
39%
14%11%
30%27%
38%
17%
51%
16%
Breakfast Morning Lunchtime Afternoon Dinner time Evening Late night
GEN X
Curated
18%
41% 40%43%
19%
44%
19%
5%
15%
22% 23%
14%
37%
13%
Breakfast Morning Lunchtime Afternoon Dinner time Evening Late night
Mobile phone Tablet Laptop/Desktop
GEN Y
Constant
We need to look at the importance of mobile and laptop
throughout the automotive decision journey
Mobile devices
Laptop/ Desktop
? ✔
PASSIVE EVALUATE ACT POST
15%
22%
15%
7%
18%
24%
19%
12%
50%
53%
52%
46%
Total
Gen Y
Gen X
BB
Mobile Tablet Laptop
Look for
automotive
news
What device do you use when looking for the following type of information regarding automotive product online:
For the automotive category, online is crucial from the start of the process
Base: Automotive buyers n=518
PASSIVE
At this stage they have an emotional connection with brands
I do keep an eye on the news
related to cars.
Tharaka
I casually look at photos of
certain car models I like.
Trent77
I admire cars on the road while
travelling.
Carolyn P
PASSIVE
They are attentive to inspirational models by:
• Shared content
• Picturing car on the road
• Reading news
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.
STAGE:
23%
20%
20%
16%
15%
15%
15%
14%
11%
10%
29%
27%
18%
21%
22%
20%
18%
23%
11%
7%
73%
71%
54%
54%
69%
57%
50%
68%
32%
15%
Prices
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
Mobile phone Tablet Laptop or desktop
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
?
EVALUATE
Base: Automotive buyers n=518
Gen Y Gen X
8%
4%
10%
4%
2%
7%
5%
10%
4%
6%
18%
19%
21%
12%
7%
12%
14%
12%
2%
17%
73%
69%
73%
53%
22%
46%
67%
52%
5%
50%
BB
Mobile devices play a critical role in communicating to Gen Y, while Gen X tends to connect via tablets
28%
22%
32%
24%
19%
22%
22%
27%
13%
19%
30%
20%
31%
24%
17%
24%
28%
20%
12%
22%
66%
66%
69%
53%
40%
53%
66%
49%
26%
50%
Model or brand information
Detailed specifications
Prices
Reviews from experts
Opinions of other people (who you don’t
know)
Car news
Comparing cars
Dealer locations
Opinions of friends or people you know
Promotions/special offers
Mobile phone Tablet Laptop or desktop23%
17%
27%
16%
10%
15%
16%
22%
12%
22%
31%
27%
33%
22%
10%
19%
26%
22%
8%
24%
74%
72%
76%
62%
35%
52%
70%
59%
14%
60%
62%
73%
68%
46%
53%
58%
62%
37%
88%
90%
88%
85%
Total
Gen Y
Gen X
BB
Mobile Tablet Laptop/ Desktop
How satisfied are you with the information and advice you found?
The experience on mobile devices is not yet as satisfying as it should be, especially on tablets
Base: Automotive buyers n=518
Make sure the information is available and accessible on tablets
Mobile devices are praised for their convenience along the decision journey. Laptops are used by default to access detailed
information.
?
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.
Mobile isn’t a strong touchpoint for purchasing,
but it can strongly drive traffic to the car dealers and builds reassurance
43%
12%
12%
6%
4%
4%
2%
At a dealer
Online – on laptop or desktop
Private sale
Online - on your mobile phone
Online - on your tablet
Online - over the phone
Auction
How did you end up buying or paying:
✔
ACT
Base: Automotive buyers n=518
27% use their mobile to
locate dealers
1 out of 3 uses its mobile device to
look for opinions or reviews
Accompany them via online owned and earned content.
Accompany them to your store.
✔
ACT
Connection at this stage is rather low, while the experience with the purchase is very high
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
POST
Base: Automotive buyers n=518
Opportunity to convert the post-purchase experience
into a source of information and triggers for others.
Use the assets of mobile device to invite them to
share their experience.
POST
01
The mobile audience
03Mobile in the
decision journey
04
Recommendations
02Mobile
fundamentals
DODON’T
Deliver clear, curated, rational information.
Make it easy for them to access what they want
when they want.
Don’t try to make in-depth
connections (detailed information)
Use those contextual signals of location, and time
of the day to refine your communication strategy
and call-to-actions
Don’t consider mobile as a lonely
connection point
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 copy and paste the
laptop/desktop online strategy