BrandSpark + mCordis Webinar
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Transcript of BrandSpark + mCordis Webinar
mCordis Putting mobile at the heart of marketing
mC
Mobile Personas: Critical Insights That Will Ignite Your Mobile Strategy!!! April 22, 2014
Overview!
Every mobile device is different. Not surprisingly, so are the people who use them. What are the main personas, how do they behave, and what can you do to customize your approach? With mobile on the mind of every marketer, understanding how consumers interact with their devices is a critical step in building an effective mobile strategy. To help navigate the ever changing mobile landscape, Mark Baltazar of BrandSpark International and Jed Schneiderman of Tapped Mobile will share actionable North American insights from the 2nd Annual Mobile Personas Study – the largest study of its kind in North America.
Today’s Agenda!
In this insight-filled webinar, you will learn: • What important changes in mobile behavior have occurred since
last year • Why it’s important to segment the mobile market into simple
personas • How Mobile Personas use smartphones and tablets and what it
means for your mobile strategy • How mobile impacts key retail categories
Today’s Speakers!
Michael Becker Managing Partner and North America CEO mCordis
Mark Baltazar VP and Partner BrandSpark International
Jed Schneiderman President & Co-Founder Tapped Mobile
Q&A!
Don’t forget to Tweet about this session using hashtag: #mCordis, #mobilepersonas
Lets start with a couple of poll questions.
Poll Questions!
2014
2ND ANNUAL SURVEY
CRITICAL INSIGHTS THAT WILL IGNITE YOUR MOBILE STRATEGY
BROUGHT TO YOU BY
A MULTIDISCIPLINARY APPROACH
Mobile Monetization
Mobile Marketing
Consumer & Shopper Insights
WHY THIS STUDY?
Growing importance of mobile
A need for a North American Perspective
Insights that address the needs of marketers, brands and
agencies
METHODOLOGY
Who are the Mobile Personas? Why it’s important to segment the mobile market into simple personas? What Important Changes in Mobile have occurred since last year? How Mobile Personas use smartphones and tablets and what it means for your mobile strategy
How are shoppers specifically using their mobile devices instore?
INTRODUCING THE
MOBILE PERSONAS
THE MOBILE PERSONAS
MOBILE MOMS�
MOBILE MEN�
MOBILE MILLENNIALS�
Moms 25-54 (with kids aged 0-18 at home)
Men/Women 18-29 Men 25-54
78%�Of American Moms
Are Mobile.
75%�Of American Men
Are Mobile.
INTRODUCING THE MOBILE PERSONAS
70%�Of Canadian Moms
Are Mobile.
72%�Of Canadian Men
Are Mobile.
85%�Of American Millennials
Are Mobile.
83%�Of Canadian Millennials
Are Mobile.
MOBILE PERSONAS ARE EARLY ADOPTERS
Mobile Moms Mobile Millennials Mobile Men
Early Adopters
• First to try new products • More likely to engage with brands • Will recommend new products to family/
friends
% of Segment that are Early Adopters
Non-Mobile Persona
Smartphone User
Tablet User
36% 39% 54% 41% 35% 37%
45% 46% 58% 46% 58% 44%
45% 48% 62% 48% 61% 45%
3x MORE LIKELY
to share product information with someone they don’t know.
2.5x MORE LIKELY
to use social media to expand their social circles.
2x MORE LIKELY
to use social media to share product information.
Source: Mobile Personas Analysis http://visual.ly/field-guide-brand-advocates
EARLY ADOPTERS ARE AMPLIFIERS
MOBILE PERSONAS IN ACTION
SMARTPHONE ADOPTION IS GROWING
76%
2014
79% �
69% �
2014 2014
Moms Millennials Men
57%
2014
77% �
64% �
2014 2014
Moms Millennials Men
4% 7% 3%
7%
Moms
Moms
2014
Millennials
2014
Millennials
Tablet
Tablet
53%
2014
2014
40% �
44% �
33% �
2014
Men
2014
Men
41 % �
40% �
7% 1%
4% 6%
5%
11%
TABLET ADOPTION IS GROWING AMONG MOMS
46% Use a Smartphone
22% 32% MILLION
Use Both Use a Tablet
56% Use a Smartphone
20% 24% MILLION
Use Both Use a Tablet
47% Use a Smartphone
24% 29%
Use Both Use a Tablet
40% Use a Smartphone
48% 12%
MILLION Use Both Use a Tablet
49% Use a Smartphone
45% 6%
Use Both Use a Tablet
46% Use a Smartphone
46% 8%
Use Both Use a Tablet
MOBILE MEN
MOBILE MILLENNIALS
MOBILE MOMS
MOBILE PERSONAS DEVICE USAGE
Mobile Moms
Mobile Millennials
Mobile Men
35%
47%
43%
22%
28%
31%
10%
24%
18%
Smartphone Tablet Computer
BLOGS ARE AN IMPORTANT SOURCE OF CONTENT
for shoppers
Mobile Moms
Mobile Millennials
Mobile Men
33%
42%
35%
25%
32%
29%
14%
26%
21%
CAN
35% Mobile Moms
65% Mobile Millennials
62% Mobile Men
Video via YouTube CONSUMPTION IS GROWING
1% 14% 14%
36% Mobile Moms
64% Mobile Millennials
59% Mobile Men 3% 16% 15%
SEARCH IS UP ON MOBILE
Smartphone Tablet Desktop/Laptop
Mobile Moms
Mobile Millennials
Mobile Men
39%
63%
52%
55%
57%
58%
75%
77%
80%
-2%
6%
6%
8%
9%
1%
-10%
-5%
-5%
Search
Search
Search
Mobile Moms
Mobile Millennials
Mobile Men
58%
64%
60%
60%
53%
59%
77%
67%
72%
2%
2%
-12%
-14%
-11%
Search
Search
Search
3%
-2%
-14%
15%
SECOND SCREEN VIEWING FAVORS MOBILE
Mobile Moms Mobile Millennials Mobile Men
23%
51%
30% 33% 45% 34%
41%
56% 43%
38% 50%
46%
Smartphone Owners Tablet Owners
Smartphone Owners Tablet Owners
% using device while watching TV
MOBILE PERSONAS IN-STORE
Smartphones are BEING USED IN-STORE
Electronics
62%
Health & Beauty
57%
Clothing
56%
Food & Beverage
57%
Automotive
34%
Home Appliances
55%
Electronics
47%
Health & Beauty
56%
Clothing
47%
Food & Beverage
51%
Automotive
35%
Home Appliances
56%
It’s not just about PRICE COMPARISONS
Electronics
Health & Beauty
Clothing
Food & Beverage
Automotive
Home Appliances
Contact friend/ Family + Look up
Product information
Taking Pictures + Comparing
Prices
Taking Pictures
Taking Pictures
Search for Coupons
Comparing Prices
Look Up Product
Information
Look Up Product
Information
Comparing Prices
Comparing Prices
Taking Pictures
Taking Pictures
7% Mobile Moms
7% Mobile Moms
19% Mobile
Millennials
13% Mobile
Millennials
16% Mobile Men
8% Mobile Men
Food and Beverage Health and Beauty
In-store impact VARIES
Changed decision in-store due to smartphone
13% Mobile Moms
23% Mobile
Millennials
18% Mobile Men
14% Mobile Moms
21% Mobile Moms
13% Mobile Men
3%
6%
6%
6%
8%
19%
15%
16%
12%
23%
11%
12%
Smartphones are CHANGING DECISIONS
5% 12% 12%
13% 32% 24%
6% 19% 13%
8% 20% 15%
Electronics
Clothing
Automotive
Home Appliances
Mobile Moms Mobile Millennials Mobile Men
MOBILE INSIGHTS IN ACTION!
INTERSECTING DYNAMICS
Shoppers looking for more information
Print still preferred
Video consumption on the rise
Shoppers looking for ways to simplify their lives
BABIES “R” US bridges print and digital
INTERSECTING DYNAMICS
Tablet is growing
Weather app usage tops the list
In buy-mode when on tablet
Blogs are popular
E-commerce
Source: Mobile Commerce Daily
TABLET-FOCUSED CAMPAIGN
INTERSECTING DYNAMICS
Second screen viewing
M-commerce is growing
INTERSECTING DYNAMICS
People still read flyers / circulars
Intersection of online and offline
m-commerce is growing
mobile allows shoppers to seize the moment
INTERSECTION OF PRINT AND MOBILE
INTERSECTING DYNAMICS
Shoppers love their coupons
Flyers / circulars still important along the path to purchase
People shop with their phone
Mobile impacts path to purchase
SHOPPERS LOVE THEIR COUPONS
FINAL THOUGHTS
Mobile cannot be ignored American and Canadian Mobile Personas behave differently Mobile content consumption driving key consumer behavior Mobile is the new sales associate Mobile’s impact differs by sector and target market
THANK YOU!
Mark Baltazar Vice President and Partner, BrandSpark International
@Mark_Baltazar
www.BrandSpark.com
Jed Schneiderman President and Co-Founder,
Tapped Mobile
@Jedschneiderman
www.tappedmobile.com
Q&A!
Michael Becker Managing Partner and North America CEO mCordis
Mark Baltazar VP and Partner BrandSpark International
Jed Schneiderman President & Co-Founder Tapped Mobile
Upcoming Webinars!
• 5 Ways to Nurture Profitable Customer Relationships Through Mobile Messaging
- April 24, 2014, 2pm EDT/11am PDT
• JetBlue Webinar Series Part 3: How to Structure Mobile Within Your Organization: Learnings from JetBlue Airways
- May 22, 2014, 2pm EDT/11am PDT
• Five Secrets to Unlocking Mobile SEO Success
- May 28, 2014, 2pm EDT/11am PDT
Learn more at http://www.mcordis.com/education/webinars
Upcoming Events!
The BNPA Mobile Marketing Fundamentals seminar brings
some of the top minds together in an intimate format to learn the latest in mobile marketing. Learn
more about attending or sponsoring here:
http://www.mcordis.com/bnpa-seminar-may2014!
!May 22, Toronto!
Upcoming Events!
Waterfall and mCordis will be hosting a series of workshops and executive dinners in San Francisco, New York and Chicago in May and June. Please email [email protected] to register for the workshop or request a dinner invite.!!!Somo Innovation Networking Breakfast, May 8, New York!!
Thank you!