The Mobile Hub - IAB Australia · 2015-04-07 · Mobile fundamentals. 01 The automotive audience 03...

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


- 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


- 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

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


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


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


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


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%


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

Print

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


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


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


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%


BB

Settled

16%

35%39%

35%

16%

38%

15%

7%

13% 13%

20%

10%

39%

14%11%

30%27%

38%

17%

51%

16%


GEN X

Curated

18%

41% 40%43%

19%

44%

19%

5%

15%

22% 23%

14%

37%

13%


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


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


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


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


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


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

The Mobile Hub - IAB Australia · 2015-04-07 · Mobile fundamentals. 01 The automotive audience 03...

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