Day in the life of a Mobile Commerce User
May 2012
Contents
• Methodology
• Day in the life of a Mobile Commerce User
– What, Why and How
• Uses cases:
– Where and When
– At home
– In-Store Experience
• Mobile commerce and advertising
• Summary
Methodology and Sample
Methodology
Stage 1: Pre Survey
• Screening
•
•
•
•
•
•
Stage 2: Mobile
Commerce Diary
Stage 3: Post Follow Up
• What did?
• Why?
• How feel?
• Where?
• Other media?
• Understanding
motivations
• Attitudes towards
mobile advertising
• Future scoping
Using our US panel, we contacted 260 respondents, who opted in to take part in a 3 stage diary project, lasting a
total of 2 weeks.
All respondents recruited owned either a Smartphone or Feature phone. The focus of the report was on mobile
phone based commerce, excluding tablet based mobile commerce.
Stage 1: Respondents were pre screened on demographics and mobile commerce behaviour to ensure the sample
gathered was relevant and responsive.
Stage 2: The successful 260 pre screened respondents were tasked using their mobile to check in, over a period of 1
week, whenever they used their mobile phone for commerce. Mobile commerce was described to respondents as:
Searching for products or services, Researching products or services, Purchasing/ordering products or services and
Checking prices
Stage 3: All respondents then completed a follow up survey, which covered a range of topics from mobile commerce
spend, mobile usage in store, attitudes towards mobile advertising and how they would like mobile commerce to
progress in the future.
Each respondent earned $10 for taking part
The Mechanic is Simple
1. Mobile owners click a web link (looks like an app icon), or bookmark once they encounter a
brand.
2. They then simply select which brand they have encountered, whilst also giving permission to
take their GPS co-ordinates.
Which
activity?
What made you
do this?
How feel as a
result?
Where were
you?
Using other
media?
Day in the life of a mobile
commerce user
Mobile enhances real world commerce
• 28% of mobile commerce encounters are for finding product information
• 18% are for finding store locations, whilst 12% are for comparing prices.
• Combined together it shows that mobile commerce is linking real world commerce
to digital marketing.
• 9% of mobile commerce encounters are for purchasing digital content (apps) and
5% of encounters are for purchasing other items, such as physical items and tickets.
Which (mobile commerce) activity did you just use your mobile phone for?
% Encounters
28%
18%
12%
9%
5%
4%
Find
Searched for a Compared prices Purchase digital Purchased non- Checked status
product/service store location
content
digital item
on auction site
info
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
3%
Used mobile
coupons
Convenience and mobile advertising drives mobile commerce activities
• When asked why consumers carried out a particular mobile commerce activity, ‘the
easiest way’ was the most popular activity.
• Mobile advertising is the second highest driver.
• Finding the best deal also comes through.
What made you do this? (mobile commerce activity)
The offer was too good to refuse
10%
Recommendation from a friend/family
10%
To get something immediately/didn't want to wait
Research for a future purchase
11%
16%
To find the best deal
20%
Boredom/filling time
21%
Something I planned to do
21%
A mobile ad
22%
It's the easiest way for me to do it
24%
% of Encounters
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Saving money is the overwhelming factor that drives mobile commerce
• Follow up survey also showed that mobile commerce is about convenience and
getting the best deal.
Most Important Factor
Follow Up Survey: Important factors versus Most important factor
Important Factors
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Other than digital content, clothing, entertainment and consumer
electronic are the top categories for mobile commerce
• For early adopters, a potential glimpse into the future, there is only a slight
increase in their usage of digital content usage.
• For other categories, such clothing and entertainment, there is a significant
increase in usage. This suggests that this is where the growth in mobile commerce
(and therefore mobile advertising) will come from.
% Mobile Commerce Users
Top Categories For Mobile Commerce Usage
76%
80%
38%
Group digital
categories
46%
Clothing
46%
34%
Entertainment
activities
(restaurant,
movies)
44%
33%
Consumer
electronics
Total
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
41%
31%
Health and
Beauty
Early adopters
39%
27%
Food and
Grocery
23% 27%
21%
27%
Furniture and Tickets (events,
other
travel)
housewares
38% of mobile commerce users spend over $21 per month via
their mobile
• Although mobile commerce spending is still relatively small however 38% have
purchased items over $21 per month.
• 78% of those who have purchased via their mobile have done so using a credit or
debit card.
On an average month, how much do you spend on purchases via your mobile phone?
Over $61,
10%
I don't make purchases on my
mobile, 30%
$41 to $60, 16%
$21 to $40,
12%
$1 to $20, 32%
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
NEW SECTION
Physical Goods
versus
Digital Goods
Protection and having a specific retail app gain importance
amongst those who purchase physical goods.
Order of Importance
Post Survey: And which ONE is the most important to you? Please select one answer only
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Use Cases
Mobile commerce starts early morning and continues throughout
the day, peaking at late afternoon/early evening.
• It would appear that consumers begin commerce activities on their commute.
40%
35%
30%
25%
20%
15%
10%
5%
0%
1am-3am night 4am - 6 am
time
early morning
7am - 9am
morning
10am noon late 1pm - 3om
morning
early afternoon
Total
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
4pm - 6pm
afternoon
7pm - 9pm
early evening
10pm midnight late
evening
Purchasing via mobile peaks in the late afternoon/early evening.
• However pricing checking and comparisons peak in the early afternoon when
people are more likely to be out and about.
40%
35%
30%
25%
20%
15%
10%
5%
0%
1am-3am night 4am - 6 am
time
early morning
7am - 9am
morning
10am noon late 1pm - 3om
morning
early afternoon
Compare prices
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Purchase
4pm - 6pm
afternoon
7pm - 9pm
early evening
10pm midnight late
evening
47% of mobile commerce actions occurred at home.
Diary Stage: Where were you?
At
Home:
47%
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Out and
About:
29%
At
Work:
10%
Product information is conducted at home, location searching
whilst out and about
• 11% of price checking encounters where in the retail environment
• 21% of mobile purchasing encounters were at work
Where people use Mobile Commerce – By Activity
70%
57%
60%
49%
50%
37%
40%
30%
29%
30%
35%
26%
19%
20%
10%
0%
Find information on a
product/service
Searched for a store location
At home
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Checked/compared prices
Group out and about
Purchase Any Item
64% use other media at the same time as mobile commerce
• 36% of mobile commerce encounters are whilst consumers are watching TV
Diary Stage: And were you using/looking at any other media at the same time?
TV
36%
64%
Desk/
Laptop
10%
36%
No
Newspaper
5%
Yes
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Phone
(talking)
16%
Radio
7%
Magazine
4%
NEW SECTION
A closer look at In Home
Mobile Commerce.
Where in the home?
What are they doing?
What media are they using?
61% of In Home commerce takes place in the front room/lounge.
20% in the bedroom.
Diary Stage: Where were you?
In which room ?
Front room/Lounge
Bedroom
At
Home:
47%
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
61%
20%
Kitchen
8%
Garden/patio etc
8%
Bathroom
1%
Other rooms
2%
49% of In Home commerce interactions occur with the presence
of TV.
Diary Stage: Where were you?
What media?
At
Home:
47%
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
TV
49%
Phone (talking)
13%
Desktop/laptop
6%
Radio
4%
Press
4%
Tablet
3%
Other
4%
No, none of these
31%
A 25-34, female from NJ: How does she use her mobile in home
for commerce?
1st In Home Commerce Activity: 18/04/12
What?: Find store location
What made her do this?: Couldn’t find store
How feel?: Helped make best decision
Where?: Living room
Other media?: TV
6th In Home Commerce Activity:
20/04/12
What?: Scanned UCP to receive points
from app
What made her do this? Offer too good
to refuse
How feel?: Entertained/amused
Where?: Kitchen
5th In Home Commerce Activity: 19/04/12
What?: Purchased an item
What made her do this? Boredom
How feel?: Got best price
Where?: Living room
Other media?: TV
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
2nd In Home Commerce Activity: 18/04/12
What?: Purchased digital content
What made her do this?:Planned to do
How feel?: Entertained/amused
Where?: Patio
Other media?: No other media
3rd In Home Commerce Activity:
18/04/12
What?: Scanned barcode on
product/ad to get more info
What made her do this?: Planned to do
How feel?: Entertained/amused
Where?: Living room
Other media?: TV
4th In Home Commerce Activity:
19/04/12
What?: Scanned barcode to recover
points for app
What made her do this?: Offer too good
to refuse
Feel?: Entertained/amused
Where?: Kitchen
A 25-34, male from Florida: How does he use his mobile in home
for commerce?
1st In Home Commerce Activity: 19/04/12
What?: Find info on product/service
What made him do this?: Planned to do
How feel?: Chose right brand/retailer
Where?: Living room
Other media?: TV, phone (talking)
5th In Home Commerce Activity:
22/04/12
What?: Searched for store
location
What made him do this?: Easiest
way to do it
Feel?: Easily find useful info
Where?: Living room
Other media?: TV
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
2nd In Home Commerce Activity: 19/04/12
What?: Check prices via browser
What made him do this?:Easiest way to do it
How feel?: Entertained/amused
Where?: Kitchen
Other media?: TV, phone (talking)
3rd In Home Commerce Activity:
20/04/12
What?: Used mobile coupons/vouchers
What made him do this?:
Recommendation friend/family
How feel?: Help make best decision for
me
Where?: Living room
Other media?: Radio
4th In Home Commerce Activity: 22/04/12
What?: Check prices via browser
What made him do this?: Easiest way to do
it
Feel?: Easily find useful info
Where?: Living room
In-Store Mobile Experience
76% of mobile commerce users have used their mobile in-store
• 34% use mobile for checking prices whilst in-store
• 32% take photos to send to others – skewing towards females
• 13% have scanned a barcode
Have you used your mobile phone when shopping in a store in the past 3 months? if
so, what for?
60%
50%
49%
40%
34%
34%
30%
24%
20%
20%
15%
15%
14%
14%
13%
10%
9%
0%
Call/text Check prices
Taking
Check for
family
picture/s of another store
member for
product to in the area
advice
send to a
friend/family
member
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Check
product
reviews
Fill time
Check for
Show
Scan barcode
when waitinglocation deals shop/store
on
to check out
assistant the product/ad
item you are
for
after
information
To check
opening
times
I have not
used my
mobile phone
while
shopping in
store
53% have stopped a purchase in store as a result of using their mobile
• Finding a better price is the key reason behind this.
Follow Up: Have you ever abandoned or stopped a purchase in store as a result of using
your mobile phone in store? If so why?
Found a better price in another store
38%
Found a better price online
53%
30%
Found a better item online
Product was out of stock/not available
47%
No
Yes
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
21%
13%
Saw a negative review about the product
11%
Bought a similar item instead
11%
Couldn't find info on product was planning to
purchase
11%
Mobile Commerce Case
Studies
A day in the life of Mobile Commerce – 25 to 34, female, Near
Atlanta
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
A day in the life of Mobile Commerce – 25 to 34, female, Near
Atlanta
3rd Commerce Activity: 18/04/12
What?: Checked prices via app
What made her do this?: Mobile ad,
research for future, best deal, easiest way
How feel?: Got best price, chose right
brand/retailer
Where?: In store/shop/mall
Other media?: Poster/billboard
6th Commerce Activity: 20/04/12
What?: Purchased an item
What made her do this? Easiest way
How feel?: Got best price, chose right
brand/retailer
Where?: Out and about
Other media?: TV, Poster/billboard,
Tablet
5th Commerce Activity: 19/04/12
What?: Purchased digital item
What made her do this? Planned to do
How feel?: Got best price
Where?: Out and about
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
2nd Commerce Activity: 16/04/12
What?: Bid/checked auction site
What made her do this?:Offer too
good, find best deal, easiest way
How feel?: Got best price, improved
retail experience, helped make best
decision
Where?: Out and about
Other media?: Radio (driving)
1st Commerce Activity: 16/04/12
What?: Find info on product/service
What made her do this?: Find the best
deal
How feel?: Saved time, helped make best
decision, easily find useful information
Where?: Travelling (short trip)
Other media?: In store promotion
4th Commerce Activity: 19/04/12
What?: Purchase item
What made her do this?: Recommendation, best deal
Feel?: Best price, improved retail experience
Where?: At work
Other media?: Desktop/laptop
NEW SECTION
Mobile Commerce and
Advertising
As we saw on slide 9…
At 22%, Mobile Advertising
is the second highest driver
of mobile commerce.
What are consumers perceptions
of mobile advertising?
What opportunities exist?
Mobile Advertising is welcomed by consumers.
• 70% view mobile ads as a personal invitation
• This reflects a clear opportunity for brands and advertisers alike to engage
consumers.
Which of the following is closer to your view of ads on
your mobile/smartphone?
30%
70%
A personal invitation
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
A personal invasion
Mobile advertising should give consumers more than just a ‘check
out’
• 40% want mobile ads they click on to allow them to browse the brand/company's
broader product offering.
• 28% want to learn more about the brand/product being advertised.
• 51% of those who see mobile ads as an invitation, want to browse further.
Click to buy: I want to be taken straight
through to the check-out page
Click to learn: I want to see more details
on the exact product in the advertisement
Click to browse: I want to see a page
showing a whole range of similar products
from the same company
7%
28%
Significantly higher/lower. Tested at 95% confidence interval.
24%
40%
51%
25%
20%
Total
A personal invitation
Click to explore: I want to start at the
homepage of the company
Country: US
Date: April/May 2012
Base: Total respondents (260)
4%
Relevance and permission are key if advertisers are to personalise
advertising for consumers.
• 30% state they like the fact that ads are personalised to them.
• 27% feel personalised ads are ok, as long as they have given their permission to
receive them.
How do you feel about ads that are personalized to you (ie. based on anonymous
information about where you are, your age/gender or other characteristics, etc)?
37%
40%
30%
30%
27%
24%
22%
20%
21%
24%
14%
10%
0%
I like that they’re relevant to me
They are ok, but only if I have given I don’t like them – too much of my It makes no different that they’re
my permission to receive them
personal information is being
personalised – they’re just like any
shared
other ad
Total
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
A personal invitation
Location, favourite brands and previous site history are the
starting blocks for relevant mobile advertising.
Assuming advertising has to happen, which of the following ways to make ads more
relevant to you would you be open to?
28%
27%
Your location (city or neighbourhood)
Your favorite brands
26%
27%
Sites you've visited online
24%
27%
21%
20%
Information you give the “ad” at the beginning
21%
23%
Your age/gender, whether you have kids, or other…
18%
19%
Information you have shared publicly via Facebook, Twitter…
16%
19%
Your recent TV/radio viewing
15%
17%
Your recent online purchases
Your daily routine
None of these
Total
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
11%
13%
10%
14%
A personal invitation
31% state that they would like proactive alerts of products they
want/need.
• 30% would like to pay for something via phone and then pick it up in store.
• 29% want a better browsing experience.
40%
Thinking about the future of mobile commerce (searching/buying/booking
products and services via your mobile phone) how would you like this to
progress?
31%
30%
30%
29%
28%
26%
22%
20%
10%
0%
Proactive alerts to let me
Ability to pay for
Better browsing
Mobile loyalty
Better/more price and Mobile wallets -making it
know when products I something by phone and experience e.g Wifi or 4G cards/scheme -rewards information comparisons easier to pay using my
want or need are
pick it up in store
for paying by phone
phone
available or on sale
Country: US
Date: April/May 2012
Base: Total respondents (260)
Significantly higher/lower. Tested at 95% confidence interval.
Mobile Commerce is not just about digital
downloads but is really linking digital
marketing with real world commerce
In tough economic times consumers are
searching for the best deal. The mobile
internet is allowing consumers to search and
find this in the best price in the best location,
be that on mobile or in the physical retail
store. This leaves retailers with no where to
hide, giving consumers true price
transparency.
Mobile advertising is a huge influencer in this
new phenomenon
 Some specifics on Mobile Commerce
1) In Home Usage:
61% of In Home Mobile Commerce occurs in the front room/lounge
TV offers a clear opportunity as an additional screen – 49% of those
who conducted mobile commerce did so with TV as an additional
media
2) Mobile Commerce and Advertising
Mobile advertising is a key driver of mobile commerce and is
welcomed by the majority of consumers, BUT:
a) It must give consumers more than just a ‘check out’
b) It must be relevant and consent must be sought
c) Location, favorite brands and previous site history are routes to
make mobile advertising more relevant to consumers
d) Future looking, consumers want a mix of features and function proactive alerts, the ability to buy via phone and pick up in store and
a better browsing experience.
On Device Research
alistair@ondeviceresearch.com