xAd Mobile Path to Purchase Retail Final 2013

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xAd, the leader in location-based mobile ads and long-time partner and call measurement provider Telmetrics, have partnered to release first-to-market Mobile Path-to-Purchase research studies conducted by The Nielsen Company. The studies dissect consumer mobile usage and purchase behavior related to the Travel, Restaurant, Auto, Retail, Insurance, Banking & Finance and Gas & Convenience industry verticals. The results of these studies provide valuable insights into the mobile tools utilized in the process of research and decision, and strong mobile user intent to purchase. To access detailed findings from these studies, please fill out the form.

Transcript of xAd Mobile Path to Purchase Retail Final 2013

  • 1. Mobile Path to Purchase Study Understanding Mobiles Role in the Retail Path to Purchase 2013

2. 2xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition Key FindingsMobile now represents a significant portion of online Retail shopping Smartphone purchases are completed in-person while Tablet purchases are completed online Location is most important to Smartphone user while price and deals are top of mind for Tablet users Mobile usage converts into sales of all online Retail activity comes from mobile devices of all Smartphone users expect locations to be within 5 miles of their location of Smartphone users complete their purchases in person of all mobile Retail users went on to make a purchase 1/3 57% 77% 55% 3. 3xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition TOPICS COVERED Mobile Reach & Usage Profile of the Mobile Retail User Mobile Shopping Drivers & Behaviors Mobile Advertising Awareness & Impact Mobile Showrooming 4. 4xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition Study MethodologyThis study combines online survey data from 2,000 U.S.Tablet and Smartphone users, as well as actual observed behaviors from Nielsens Smartphone Analytics Panel of 6,000 Apple and Android users each group reporting they had engaged in activity related to Retail information, products and services in the past 30 days. Respondent totals are as follows (none of which are mutually exclusive): Smartphone owners: 1,765 Tablet owners: 1,526 Retail users: 1,889 xAd, and long-time partner Telmetrics, have collaborated with Nielsen to expand on the findings from the first-to-market mobile behavior study executed in 2012, tracking the mobile consumer from initial purchase intent to conversion, while exploring ad effectiveness and examining the various profiles of mobile Retail users. 5. 5xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition MOBILE REACH & USAGE 6. 6xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition Mobile reaches a significant segment of online Retail shoppers 60% of Online retail users are now coming from Smartphones, 40% from tablet Number of Online Shoppers (millions) PC Mobile Tablet* 154 89 62 Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel October 2012 *Tablet estimates are directional 7. 7xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition 1/3 of online shopping time has shifted to Mobile Percent of Time Spent Shopping by Device (Includes consumers who do not have all three devices) Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel October 2012 *Tablet estimates are directional 15% Tablet*Smartphone 67% 18% PC 8. 8xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition The Average Shopping Session on Mobile is short, lasting only 4 minutes Shorter shopping sessions reflect higher urgency and immediacy of need for information from mobile Retail users Average Shopping Session Length PC Mobile Tablet* 4.4 Min 9.2 Min 4.5 Min Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel October 2012 *Tablet estimates are directional 9. 9xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition The heaviest retail mobile usage occurs before lunch Index of Mobile Shopping Activity by Hour (100 = average amount of shoppers for that channel) Source: Nielsen Online panel, Nielsen Mobile panel October 2012 12:00AM 1:00AM 2:00AM 3:00AM 4:00AM 5:00AM 6:00AM 7:00AM 8:00AM 9:00AM 10:00AM 11:00AM 12:00PM 1:00PM 2:00PM 3:00PM 4:00PM 5:00PM 6:00PM 7:00PM 8:00PM 9:00PM 10:00PM 11:00PM 160 140 120 100 80 60 40 20 0 10. 10xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition While Mobile Web Has The Highest Reach, Apps Have the Highest Engagement Source: October 2012 Mobile Database *Reach % calculated based on consumers with Smartphone devices, 109.2MM Unique Audience and Reach US,Android and iPhone, October 2012 APPS web Monthly Time per Person (hh:mm:ss) US,Android and iPhone, October 2012 37.9% 53.1% Combined Mass Merch Retail App/Web Time per Person 00:38:10 WEB 30% 00:14:42 APPS 70% 00:46:27 11. 11xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition Mobile Retail Users are Most Likely to access Android Over iOS Mobile Unique Audience and Reach Mass Merch Retail US,Android and iPhone, October 2012 Android 42.9M 29.3M ios Mobile Monthly Time per Person Mass Merch Retail (hh:mm:ss) US,Android and iPhone, October 2012 39.3% 26.8% Combined Mass Merch Retail App/Web Time per Person 00:38:10 ANDROID 64% 00:41:14 iOS 36% 00:33:68 Android users are most likely to visit Retail related sites and for a longer period of time Source: October 2012 Mobile Database *Reach % calculated based on consumers with Smartphone devices, 109.2MM 12. 12xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition PROFILE OF THE MOBILE RETAIL USERDemographic Insights 13. 13xAd/Telmetrics Mobile Path to Purchase Study: Understanding Mobiles Role in the Consumer Path to Purchase - Retail Edition Mobile Retail Users are Typically 25-44 Making Between $50k-$100k in HHI 18-24 25-43 35-44 45-54 55+ Age composition US, Android and iPhone, October 2012 Total Applications Browser 17% 14% 17% 27% 28% 28% 24% 25% 23% 17% 17% 16% 16% 17% 15% Total Applications Browser gender composition US, Android and iPhone, October 2012 Female Male 52% 50% 55% 48% 50% 45%