How do Belgian shoppers use their smartphone as a shopping companion ?

Study by Mobilosoft

During this summer, Mobilosoft went in the commercial streets and centers of Belgium to meet the shoppers !

Our objective: understand how they use their smartphone as a shopping tool!

Is there a bias ? Yesssss ! We met only shoppers, so that we could provide info on shoppers only. We weren’t interested by “Mr Everybody”

The author

This study has been conducted under the supervision of

Georges-Alexandre Hanin, Founder and CEO of Mobilosoft• Twitter: @gahanin• LinkedIn:

Georges-Alexandre Hanin

About Mobilosoft.com

Mobilosoft is the best European solution to create a mobile website for the Retail sector :

• Create a mobile site that fits your consumers’ expectation

Mobilosoft is the only tool that also synchronise your content with social media and search engines:

• Google• Facebook• Foursquare

Via a single databaseUpdate it once & get it

right everywhere !

Methodology

We made a questionnaire and went in the big cities of Belgium: Brussels, Antwerp, Gent, Brugge, Liège, Namur & Mons:

• 566 people have answered the questionnaire• Respondents were aged between 15 years and 82 years

with an average of 35 years. We made 3 categories– Young: 15y – 25y– Mature: 25y – 40y– Seniors: 40y+

• 56% of the respondents owned a smartphone– 54% of non-smartphone owners told they want to have one soon!

• 53% mens – 47% womens

PRE-SHOPPING

How do Belgian shoppers use their smartphones before going shopping ?

Smartphone as a tool to get promotions

72% of smartphone owners have already received a promotion on their smartphone

The youngest - 78% - and the ladies - 80% - have the highest percentages.

Promotions have mainly been received by text messages and electronic vouchers are already present in the landscape !

On the contrary, who do not own a smartphone, are not interested in receiving promotions per sms (56%) !

Event invitation

Local promo by sms

National promo by sms

Push notification

Electronic voucher

9%

52%

62%

45%

26%

Percentage

Which promotions are the most relevant ?

Event invitation

Local promotion

National promotion

Game

Electronic voucher

41%

31%

0%

0%

22%

22%

27%

11%

10%

9%

MensLadies

Ladies prefers to be invited to events while men are eager to receive local promotions.

National promotions don’t seems to be interesting for womens as it is the case for games.

Older people have the highest willingness to get local promotions with 72% !

Consumers take action after having received a promotional sms on their smartphone !

45% of smartshoppers search on their smartphone after having received a promotion on it ! This goes to 50% for the seniors!

24% go to the shop… !

SMS is a matter of “all or nothing” ! 36% of smartphone users say they read it and delete it immediately! It goes to 50% for the seniors.

Go to Shop

Read & Delete

Search on tablet

Search on computer

Search on Mobile

24%

36%

10%

29%

45%

Percentage

When smartshoppers go to the stores after receiving an SMS, they buy more…

I bought the product / service

of the sms

I bought the product / service of the sms and

more

I bought another product / service

I haven't bought anything

4%

54%

12%

31%

6%

30%

19%

45%

MensLadies

Most ladies have bought more than the product/service proposed in the sms !

On the men’s part, the majority as bought the product/service proposed in the sms or something else.

It is at the men’s part that people buy the less when going to the shop.

The majority of smartphone owners have already received promotions on their smartphones. The media that is currently preferred by retailers is the SMS.

Local promotions and invitations to events are the most relevant kind of SMS marketing actions for smartshoppers.

When well done, consumers like them and act on it ! The most common actions are to search on mobile and to go to the stores ! It is then mandatory for Retailers to foresee a mobile interface for their website!

More than ever when knowing that consumers go to the stores after having received a mobile promotion buy and buy more than what they have been invited to!

Smartphone as a tool to search while shopping

Consumers use their smartphone to search for more information when exposed to off-line advertisingNewspapers and magazines have a high impact on mobile search! After viewing an add in this type of media, shoppers like to search for more info on their smartphones!

This behavior is less important for the junior (47%), but much more for the seniors (87%).

When interviewing the non-smartphone owners, we understand they are also interested in having a smartphone to search for more info ! A bit less for the written press (45%), but much higher for posters/billboards in the street (28%) and Radio adds

TV adds

Radio adds

Adds in newspapers or magasines

Posters / billboards in the street

19%

11%

57%

28%

Percentage

They like to search for products, promotions and places

Promotion

Product

Price

Game

Find a shop

Social Networks

67%

86%

22%

18%

29%

5%

Percentage

Percentage

After having being exposed to an off-line add, the majority of mobile searches are for products and promotions !

Then, comes the localization (your shops) and prices.

As many shoppers use their smartphone to search, it is very important to offer them a nice mobile version of their site. What will they be looking for ?

Your 4 P’s:• Products• Promotions• Places• Prices

Mobile Marketing is very easy ! It is only a question of displaying nicely your most conventional information !

Geolocation, something in which you should invest !

Have you already / would you like to use geolocation on your smartphone for shopping ?

Smartphone owners

81%

19%

YesNo

Non-smartphone owners

60%

40%YesNo

To search for what type of retailer ?

Smartphone owners

Tankstation

Grocery shop

Haircutter

Restaurant

Wellness center

Bar

0%

64%

81%

66%

70%

79%

29%

13%

0%

53%

0%

72%

MensLadies

Non-smartphone owners

Tankstation

Grocery shop

Haircutter

Bar or restaurant

18%

22%

12%

73%

36%

27%

67%

76%

MensLadies

Which tool are shoppers using to geolocalise ?

Spontaneously remembered

Google +

Foursquare

49%

20%

Geoloc

Suggestion remembered

Google +

Facebook Places

Foursquare

98%

92%

41%

Geoloc

Will you use more geolocation in the future ?

91%

9%

YesNo

Geolocation is recognised by shoppers as the tool they all want to use!

What does it means to Retailers?1. They should be ready and have a mobile site2. They should also be ready on the social

networks:– Google +– Facebook Places– Foursquare

Apps VS Mobile Site

The majority of shoppers having a smartphone do not know the difference between Apps and Mobile Sites !

Men

34%

66%

YesNo

Ladies

43%

57%

YesNo

But they would rather use the web when shopping !

When they need more info while doing shopping, smartphone owners tend to prefer using the web.

Their first reflex is to use the search engines and then the websites.

Apps are only used by 18% of the shoppers.

Website

Search Engines

Apps

46%

77%

18%

Percentage

Why would you use a mobile site while shopping ?

To find product info

To compare prices

To compare products/services

to search for a promo

To search for a shop

45%

16%

16%

66%

62%

35%

16%

16%

39%

47%

MensLadies

When doing shopping, smartphone owners would rather use a mobile site to search for a promotion and to find a store.

The third reason is to find product information.

Some also like to compare prices, products or services.

It is interesting to note that ladies seems to be using more mobile sites than men!

There is no point in comparing mobile sites and mobile Apps. Sites are most commonly used by mobile shoppers!

Retailers must focus on mobile sites first !

What is not in this study, but can be found over the web is that Apps will be most used when wanting to deepen the conversation with consumers through loyalty programs for instance.

DURING SHOPPING

How do Belgian shoppers use their smartphones while doing shopping ?

Showrooming

Wikipedia:

“Showrooming is the act of examining merchandise in a Brick & Mortar retail store

without purchasing it there, then shopping online to find a lower price for the same item”

Thanks to mobile technologies, more and more showroomers also use this technique to find another store where to buy the same product but cheaper or a similar product cheaper.

Have you already used a price comparison tool while being in a shop ?

Men

49%51%YesNo

Ladies

27%

63%

YesNo

Which tool are you using to search for info on a product while being in a store ?

Website of the shop

Website of the brand

Generic website

Search engine

Shopping App

Brand App

46%

40%

45%

77%

18%

12%

Percentage

Percentage

Again, the first reflex of shoppers having a smartphone is to go on search engines. Based on our experience, Google is used in 98% of the cases !

Then, websites are what people visit when having questions. It can be from the brand, the retailers or a generic one!

What kind of information where you looking for while being in a store ?

The majority of shoppers who own a smartphone are looking for info about the product or service they want to buy!

From time to time, they also are looking for more info about other shops where to buy the product.

Then comes price and information about promotions proposed in the stores.

This repartition is pretty similar on each age and sex slices.

Price

Service

Product

Shop

In-store promo

37%

74%

87%

53%

13%

Percentage

20%

33%

47%Less goodAs goodBetter

3%

58%

39% Less good

As goodBetter

7%

52%

41%

Less goodAs goodBetter

25-40 y

15-25 y

40 +

How is the information found on a smartphone compared to what you get from the sales assistant ?It is interesting to note that for every selected age slices, more people think that the info found via a smartphone is better than the one received from the sales assistant !

If this service was more adapted to smartphones, would you use it mostly ?

91%

9%

YesNo

Showrooming is an activity that will be more and more done by customers !

And Retailers should not be afraid of that, according to a study made by Deloitte*, showrooming will have much more impact on in-store sales than on e-commerce sales !

It is just a matter of being ready for it and providing the relevant information for the customers !

* http://www.deloitte.com/view/en_US/us/Industries/Retail-Distribution/deebf5bbc7d28310VgnVCM2000001b56f00aRCRD.htm

QR codes

Have you already scanned a QR code ?

Men

51%49% YesNo

Ladies

63%

49% YesNo

39% of non-smartphone owners know what is a QR code !

To see what type of information ?

An online Add

A promotion

An invitation to Social Networks

A service

A product

A shop

50%

32%

9%

88%

97%

51%

48%

37%

15%

69%

85%

38%

Men

Ladies

There are many reasons why shoppers scan QR codes. The majority is to see more details about a product or service !

Then, it is to see adds and promotions. Shops arrive in the 5th position with 38% of men and 51% of ladies.

What do smartphone owners after having scanned a QR code while in a store ?

In the majority of the cases, smartphone owners have bought after the scanning of a QR code!

But every scanning doesn’t lead to a purchase ! In many cases, the shopper leave the shop without buying.

Left the shop without buying

Ask an advice to the seller

Buy a product

53%

14%

92%

69%

6%

78%

79%

21%YesNo

86%

14%

YesNo

92%

8%

YesNo

25-40 y

15-25 y

40 +

Would you use mobile scanning more if retailers were proposing more possibilities for it ?Younger groups seems to have more interest for QR codes. Nevertheless, in all the age groups, a vast majority of smartphone owners would love to scan more !

QR codes are more and more used by consumers. And even if many marketeers will say “it is not working” or “the results are not good”, it is probably because they haven’t done it themselves of because they did it on a wrong way !

Want to know how to create a nice QR code campaign? Read this: http://mobilosoft.com/blog/how-to-create-a-value-added-qr-code-campaign/

Social shopping

When doing shopping, is friends and family advice important ?

Smartphone owners

13%

65%

22%Very impor-tantImportantModerately important

Non-smartphone owners

11%

52%

27%

10%Very impor-tant ImportantModerately important Unimportant

19%

81%

YesNo

36%

64%

YesNo

63%

37%YesNo

25-40 y

15-25 y

40 +

Have you already shared on the social media while doing your shopping ?

It is not a surprise to learn that the youngest share more than the oldest ! The surprise is to have almost 20% of peoples aged 40 and more using social media sharing while shopping !

Through which networks are you sharing the data while doing shopping ?

Twitter

Foursquare

Facebook

Pinterest

19%

59%

88%

31%

33%

48%

93%

25%

Men

Ladies

Facebook is the first media used while doing shopping! Then comes Foursquare and, in Belgium, Pinterest is before Twitter!

Another surprise come with the fact that men share more on Facebook and Ladies on Foursquare !

About what are smartphone-owner shoppers sharing ?

When doing shopping, smartphone owners share on the social media a wide variety of topics.: promos, products, events, the shop…

External stuffs also influence the social media sharing during shopping!

About the shop itself

About a totally other topic

About a promo

Aout a product

About an event happening in the store

55%

61%

50%

55%

44%

Percentage

64%

36%YesNo

47%53%

YesNo

73%

37%YesNo

25-40 y

15-25 y

40 +

Will you communicate more often about your shopping on social media in the future ?

In the future, this practice will become bigger and bigger! Retailers should be ready for it !

Social media sharing become more and more important in the life of consumers. They like to share what they do.

When you know that a consumer is 4 times more likely to buy a product from a brand/store whose Facebook page is liked by a friend, there is no reason why not to invest in it!

On your mobile sites and Apps, you should promote social media sharing !

Mobile Loyalty

Have you already used a mobile loyalty card ?

21%

79%

Percentage

YesNo

A mobile loyalty card is a loyalty card stored on the customers smartphone.

Offering this type of service seems to be very interesting for consumers. But at the moment it doesn’t seems to be well used!

Would you like to use a mobile loyalty card in the future ?

Smartphone owners

90%

10%

YesNo

Non-smartphone owners

65%

35%

YesNo

While it is not yet used by smartphone owners, there is a strong interest in such programs: the mobilization of loyalty cards.

Many initiatives already exist in this area. A new example is the passbook proposed by Apple: all the loyalty cards may be stored in the iPhone (more info here).

But the main problem we see in the market is the fact that the majority of Retailers are not able to read the screens of the smartphone with their current barcode readers !

POST-SHOPPING

How do Belgian shoppers use their smartphones after they went shopping ?

After shopping

Have you already searched for information about a product you purchased in a shop with your mobile ?

19%

81%

Percentage

YesNo

Mobile site

Desktop site

Shopping App

0% 50% 100%

26%

66%

10%

On which support ?

On which support ?

Have you already used your smartphone to check, after a purchase, if you made a good deal ?

44%

56%

Percentage

YesNo

While looking for more info about the product is not really an activity that has some success, quite some people check if they really made a good deal!

Almost 50% of smartphone users report they have used their smartphone to check this!

Have you used / would you like to use your smartphone to redeem cash-back coupons ?

Smartphone owners

31%

69%

YesNo

Non-smartphone owners

45%

55%

YesNo

Smartphones are not yet used as an extensive tool for post-purchase reasons. We see some potential in the cash-back part.

And it is interesting to note that non-smartphone owners would be the most interested target !

Conclusions : it is time to act !

From this study, Retailers should retain that more than half of their shoppers may have a smartphone in their pocket while shopping ! They are interested in getting more in touch with the retailers thanks to their smartphone.

What do they expect? The expectations are quite simple: get info about the 4 P’s (Products, Promotions, Places and Prices) and being able to share the word via the social networks.

Is there an opportunity to tackle?

Yes ! When you know that only 7% of the retailers have a mobile website*, there is some space for the first who will act !

Another opportunity is available in the mobile loyalty card… But some investments are necessary in the barcode readers.

http://www.slideshare.net/mobilosoft/mobile-web-presence-among-the-belgian-retail-sector

More info ?

• Contact: ga@mobilosoft.com

• Blog: http://www.mobilosoft.com/blog

• Audit tools:– Test your site:

http://www.mobilosoft.com/testyoursite