Mobile Path-to-Purchase Study:Understanding Restaurant, Travel and Auto Shoppers
August 21, 2012
Dave GillVP Emerging Media
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
About this Report
Background:
• xAd, Inc and Telmetrics partnered with Nielsen to produce this first-to-market study
• Study is part of a 3-part series which includes:
• An online survey of over 1,500 Smartphone, and Tablet users who reported that they had done a mobile activity on their device in the Restaurant, Travel, or Automotive category in the past 30 days
• Survey findings were supplemented by data from Nielsen’s Smartphone Analytics panel of 6,000 iPhone and Android users which tracks mobile Smartphone behaviors on a daily basis
Objectives:
• This custom study was designed to uncover the actual mobile activities and behaviors among Restaurant, Travel, and Automotive mobile users to understand how to best engage these consumers through mobile advertising
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Key Findings
• Tablet and Smartphone user’s exhibit different behaviors most of the time– Smartphone’s over indexed in activities related to finding and contacting
businesses and are primarily on the “go”– Tablets over index in more research related activities like price comparisons,
looking up reviews etc, and are more likely research in the home
• While purchase intent across all categories was strong, how much time passes before consumers take action is unique to each vertical - showing that consumers may be at different stages in the purchase process when accessing mobile
• Across the main categories studied – distinct profiles of mobile users were identified exhibiting various demographics, needs and behaviors showing that mobile can not be a “one-size-fits-all” approach…not even at the category level
• Local Relevance and Local Offers were key to mobile conversions
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Breaking down the Mobile Shopper Universe
Using store locator to find store
Checking price
Researching item before purchase
Reading review of recent/fu-ture pur-
chase
Using lists while
shopping
Using mo-bile coupon
Purchasing item on device
Using device for payment
Using social media to
comment on purchase
Writing a review of a purchase
73%
62%57%
45%42%
36%29% 27%
23%
11%
42%
52%
66%
56%
16%11%
42%
28% 25%22%
Smartphone Tablet
Questions used: CQ8: Which of the following activities have you done in the past 30 days using your mobile device?
Mobile Shopping Activities Among All Smartphone and Tablet Owners
Yes79%
No21%
Have Done Mobile Shopping on Smartphone or Tablet
Q1 2012 Mobile Shopper Report
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Restaurant Travel Automotive Restaurant Travel Automotive
30%
11%20% 15%
9% 14%
34%
9%
16% 29%
9%11%
25%
15%
19%
40%
13%
18%
7%
35%
20%
15%
42%29%
3%15% 16%
1%7%
16%
16% 9%20%
13%
Immediately Within hour
Within day Within month
Longer than within month Wasn't looking to book anything
Time: Decision windows look different across categories and devices
Questions used: CQ18A, CQ18B, CQ18C: Still thinking of this most recent visit, how quickly were you looking to go to a restaurant/ book a flight or reservation/ make a purchase?
How Quickly Respondent Looking to Make Decision by Device
Smartphone Tablet
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Restaurant Travel Automotive Restaurant Travel Automotive
24%37% 34%
68%75% 73%
6%
15%11%
7%8% 9%
2%
4%
1% 1%
8%
6%
5%
2%
3% 4%
51%
28%42%
11%6% 8%0.01 0.01
0.010.01 0.011% 2% 1% 1%1% 2% 2% 1%
1%3% 2% 1% 8% 3% 2%2% 1% 1% 2% 1% 1%3% 2%0.010.01
Home Work School Outside Car Store Public Trans Restaurant/bar Hotel Airport
Car dealership Gas station/Mechanic/Body shop Other
Place: Location as an indicator varies by category
Question Used:CQ16A, CQ16B, CQ16C: Where were you when accessing the website/app on your smartphone/tablet?
Location During Use of App/Website by Device
Smartphone Tablet
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
But device doesn’t appear to predict conversion
Restaurant Travel Automotive Restaurant Travel Automotive
84%
43%49%
85%
48% 52%
16%
57%51%
15%
52% 48%
Yes No
Made a Purchase Related to Visit on App/Website by Device
Questions used: CQ19A, CQ19B, CQ19C: Did you eventually make a purchase related to your visit to the App/Site on your <<INSERT DEVICE>>??
Smartphone Tablet
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Male Female
18-24 25-34 35-44 45-54 55 +
<$25k
$25k to <$50k
$50k to $100k
$100k to $150k $150k+
Some high school
Completed high school or equivalent
Some college (but no degree)
Associates degree
Bachelors degree
Graduate degree
White / Caucasian
Black / African-American
Asian/Pacific Islander
Mixed Race
Other
Gender
Age
HH Income
Education
Ethnicity
52%48%
18%27%
16%18%
13%19%
34%21%
12%
6%9%
29%12%
29%
16%
21%
72%
12%
7%
3%
6%
Who is the Mobile Travel Shopper/User?
= mobile shopper norm
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Demos only tell a part of the story
Through analyzing travel behaviors of 6,000 Android and Apple users the Mobile Path-to-Purchase study uncovered (4) distinct mobile travel user profiles.
Mobile Mix
THE PRICE HUNTERHeavy user of social and
search ● Deal seeker
FREQUENT TRAVELERBusiness Traveler
Extraordinaire ● Focused Searcher ● Loyalist
THE RESEARCHERMobile Media Multi-Tasker ●
Highly Affluent
LOCAL TRAVELERHeavy user of local apps
● Middle America
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
85%
31%
12% 9% 8% 7%
Maps/Navigation Multi-Category Travel Airlines Hotels Travel Destinations Ground Transportation
Combined Web-App Reach % by Sub-Category - TravelUS, Android and iPhone, April 2012
Maps/Nav key component of travel research
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Sub-category data shows differences in access
Evidence of Apps driving utility and function for an established research pattern
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
20%19%
16%
9%
Multi-Category Food Restaurants Recipes/Cooking CPG & Grocery Brands
Combined Web-App Reach % by Sub-Category – Food, Dining & CookingUS, Android and iPhone, April 2012
In Food/Dining category, DIY creates opportunity
A Restaurant state-of-mind is really a decision about trade-offs to solve for Hunger
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Sneek Peek – Mobile and Food/Dining
RESTAURANT LOYALISTHeavy user of social and
search ● Deal seeker
HOME CHEFRecipes, Cooking Tips, and
Groceries ● Heavy mobile web usage
RESTAURANT RESEARCHERFocused searcher ● Picks one preferred service and uses it
heavily
DIRECT TO ORDERBusy, on the go ●
Manage life through phone (stocks, weather,
news, etc)
59% Male (114 index)
38% 25-34
61% employed full time (index 121)
Unmarried index 114Hispanic Index 131
index 108 Maleindex 103 HispanicMin/person/mo 27:56
index 102 Maleindex 87 HispanicMin/person/mo 08:02
72% Female (index 148)
Educated (45% bachelors or postgrad degrees)
20% homemakers (index 172)
Hispanic index 107
53% Female (109 index)29% 18-24129 index Student
63% Female (129 Index)18% 18-24161 index Homemaker
Nielsen Smartphone Analytics
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Local relevance and promotions drive engagement
Ad that's locally relevant to me
Ad that offers coupon/promo-
tion
Ad that features a brand I know
Ad that doesn't take me outside
app/website
Ad with phone number/clear way
of contact
Simple text ads An ad that’s in-teractive
Ads that incor-porate multime-
dia
73% 72%
59%55%
15% 14%
8%4%
70% 69%65%
52%
16%13%
8% 7%
Smartphone Tablet
Advertising Most Likely to Click on (Top 3) by Device
Mobile Path-to-Purchase Study:Understanding Restaurant, Travel and Auto Shoppers
For more information:www.mobilepathtopurchase.com
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