Keys to Engaging the Mobile Consumer
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Mobile is the must-have while shopping ❝ Me and my mobile are great team in-store. Every time I need to know something, I am able to go straight to my phone to get the answer. I don’t know what I would would do without it!” Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014. Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25 th 2013. 94%
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The lines between online and offline shopping have not only blurred, they’ve begun to disappear altogether. When consumers are shopping in-store, they are on their cell phones and when they are on their cell phones, they are engaging with social networks. With so many channels being activated at once, how can a brand engage these consumers? Facebook's Rads Jayasundera and Millward Brown Digital's Michael Perlman reveal a recent study examining how consumers leverage mobile and social channels to influence purchase decisions before, during and after shopping trips.
Transcript of Keys to Engaging the Mobile Consumer
Mobile is the must-have while shopping
❝Me and my mobile are great team in-store. Every time I need to know something, I am able to go straight to my phone to get the answer. I don’t know what I would would do without it!”
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
94%
And, they are using it for shopping-related activities
❝My phone kept me informed while I was
shopping and saved me when trying to make the right decision.”
65%
35%
Accessed mobile phone while in-store for a shopping related activity
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
Shoppers relish the sense of adventure that comes from discovering something new & finding a great deal in-store
❝I was excited to find a promotion giving us an additional 20% off a TV we were looking at in-store.”
Other Actions
Using Search While Shopping
Searching for Product Info
Searching for Store Info
Looking for a Deal
Connecting with Others
4%
5%
15%
19%
28%
30%
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
66% Of consumers spend less than one hour researching before
entering the store
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
Mobile gives marketers multiple opportunities to influence decisions & point-of-purchase
64%
44%
28% 24% 19% 19%5% 3%
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
4xWhile shopping in-store people
use Facebook 4 times more frequently than any other app
or search
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
Marketers that help shoppers “discover” in-store are positioned to influence purchase
decisions
❝I signed up for a lot of emails and liked several retailers on Facebook so that I would get notices about sales or discounts and be able order or pick-up items as soon as the deals were available.”
Discovery39%
Connect29%
Enter-tain-ment17%
Peer Feedback15%
