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RESEARCH FOR THE RIGHT DECISION

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RESEARCH FOR THE RIGHT DECISION Powered By Docstoc
					InsightExpress’ Mobile Consumer Research




January 2011
Fortifying the Industry with Knowledge
• In our commitment to providing industry leading education in the
  Mobile environment, InsightExpress has completed its 14th installment
  of the Digital Consumer Portrait.
  •   First installment (July 2007)
  •   Second installment (October 2007)
  •   Third installment (January 2008)
  •   Fourth installment (August 2008)
  •   Fifth installment (December 2008)
  •   Sixth installment (January 2009)
  •   Seventh installment (April 2009)
  •   Eighth installment (June 2009)
  •   Ninth installment (September 2009)
  •   Tenth installment (December 2009)
  •   Eleventh installment (March 2010)
  •   Twelfth installment (June 2010)
  •   Thirteenth installment (September 2010)
  •   Fourteenth installment (November 2010)
Device & Usage Trends
Smartphones Are The New Phone
• A third of mobile owners have a smartphone
                                                                    Own a smartphone
   50%                                 48%                          only
   45%                                               42%            Own a regular mobile
                                                                    & a smartphone
   40%                   36%
           34%
   35%                                 29%
   30%                                               24%           28%
   25%                   21%
           21%
   20%                                                                            18%
                                                                   20%
   15%
   10%                                                                            13%
                                       19%           18%
           13%           15%
    5%                                                              8%             5%
    0%
         All mobile   18-24 yr old 25-34 yr olds 35-44 yr olds 45-54 yr olds 55-64 yr olds
          owners
 Device Type Influences Features Used
                                   Weekly Usage of Mobile Features
       Starting to                         September 2010
100%                                                                          All Mobile Users
       see a slight
        decrease
        in Texting
                                                                              Regular Phone Users
                 78%                                                          Smartphone Users
80%

       67%
                             64%
          61%
60%

                                                       45%
                                                                                  40%
40%                                       36%
                       30%
                                                                     27%
                                    18%         20%                        19%
20%
                         11%                                   12%
                                       8%                                      6%                   8%
                                                    4%            3%                      4%
                                                                                               1%
 0%
          Texting       Internet      Games     Applications     Video   Social Networking Check-ins
Users Cannot Live By Apps Alone
                             How did you access the below in the past week?
                                            September 2010
100%
                                                                           Mobile Internet Only
                                                                           Mobile App Only
                                                                           Both Mobile Internet & App
80%



60%              55%                            53%
                                                                       50%
                         45%        46%                 44%                                     44%
                                                                               39%     41%
40%                                                             36%
                                          32%
         26%
            19%                                             20%
20%                                          15%                                            16%
                                                                           12%
                               9%

 0%
       Social Networking Search/Portal    Photo/Video News/Sports/Weather Commerce     Mobile Content




                                                                                                        6
  Mobile Doesn‟t Necessarily Mean Mobile
                                                                                                  Somewhere else
                        Where are you most of the time when you do the
                               following on your mobile phone?                                    At Home
100%


80%
          47%                                   53%
                       57%                                  55%           56%                      58%
                                                                                      62%                      63%
                                     72%
60%


40%

          53%                                   47%
20%                    43%                                  45%           44%         38%          42%         37%
                                     28%

 0%
       Send/receive   Use the     Use mobile Play mobile   Listen to      Watch    Send/receive   Check-in    Update a
           text     internet to   applications games        music       videos on     email                    social
        messages       visit                                           your mobile                           networking
                     websites                                             phone                                 site
Social Pressure Drives Mobile

                   What All or Most of My Family/Friends Are Doing on Mobile
100%                                                                                                                                               3Q2010
                                                                                                                                                   3Q2009
80%
                         78%
                                                     72%
                              67%
                                                           61%
60%

                                        45%                                                                                                              43%
40%                                                                  37%        37%           36%
       33%                                  33%                                        35%                                                                    33%
          27%                                                                      29%    30%    28% 28%
                                                                            24%                         22%
20%



 0%
        Purchased an     Text message   Use Mobile   Take pictures   Use Mobile Apps   Play Mobile   Manage Calendar Listen to Music   Watch Videos on   Use Email on
       advanced mobile                   Internet     with mobile                        Games          on Mobile       on Mobile          Mobile           Mobile
            phone
                                                                           Thinking about the friends/family you communicate the
                                                                           most with - how many of them are doing the following?
Social Networking is Mobile
• 18% of mobile phone owners have used a social networking site on
 their phone (up from 9% at beginning of 2009)
 • 52% of Smartphone users; 9% of Regular phone users

                                            Social Network Activities Done on Mobile
   Have used on their phone                                 Phone

  Facebook                89%        75%
                                                65%        65%
  MySpace                 39%                                       56%        53%
  Twitter                 29%                                                             44%
                                                                                                     40%
  LinkedIn                12%
                                                                                                                   22%
     No differences by device type
                                     comment

                                                Visited
                                                friends




                                                                               updates




                                                                                                     for friends
                                                                                          Posted a
                                                                    Browsed




                                                                                                                   Added an
                                                                                                     Searched
                                     Posted a




                                                 profile




                                                                               via text
                                                           Posted
                                                           update



                                                                    profiles




                                                                                           photo




                                                                                                                    event
                                                                                 Got
Mobile & Shopping Behaviors
Where Have You Used Your Mobile Phone?
    In a store
       82%
                               In a doctor’s
                             office or hospital
                                    55%                     At a Sporting
                                                                event
                                                                 36%




 During a movie at the theatre   While flying on a plane   During church service
            17%                            14%                      7%

                                                                                   11
Men, The Forgotten Shopper
                                                                                            Who is doing this the
       Using Mobile Phone While In Store                                          Overall
                                                                                                   most?
Been on the phone and asked the person you were talking to about a product         36%        Females 18-34 (50%)
                                                                                            Smartphone owners (27%);
Used your mobile phone to take a picture of an item to send to someone             14%
                                                                                                  18-34 (21%)
                                                                                              Males 25-34 (23%);
Used your mobile phone to search for an item to find reviews                        8%
                                                                                            Smartphone owners (19%)
                                                                                              Males 25-34 (20%);
Used your mobile phone to search for an item to find better prices                  7%
                                                                                            Smartphone owners (19%)
                                                                                               Males 25-34 (21%);
Looked for a coupon on your mobile phone                                            6%      Smartphone owners (16%)
                                                                                              Females 18-24 (14%)
                                                                                              Males 25-34 (17%);
Used a coupon that was on your mobile phone already                                 6%
                                                                                            Smartphone owners (14%)
                                                                                            Smartphone owners (16%);
Used your mobile phone to find a recipe                                             6%
                                                                                              Males 25-34 (13%);
                                                                                            Smartphone owners (13%);
Made a purchase using your mobile phone                                             5%
                                                                                               Males 25-34 (12%)
                                                                                              Males 25-34 (16%);
Used your mobile phone to search for an item to compare nutritional information     5%        Males 18-24 (12%);
                                                                                            Smartphone owners (12%);
Scanned a barcode with your mobile phone                                            4%      Smartphone owners (10%)



                                                                                                                       12
Tidbits About the Male Mobile Shopper
• 53% have a smartphone
• Overindex in coupon usage in the past month at the following types of
  stores
  • Electronics store – 30%(general pop 10%)
  • Clothing store - 33% (general pop 15%)
  • Department store – 30% (general pop 15%)
  • Service location – 16% (general pop 7%)
• They are more inclined to go hunting for coupons
  • When asked preference for receiving mobile coupons…
    • 51% said they would prefer to find coupons themselves via an
      application (28% of the general pop)
    • 39% said they want to text in to receive them at the store (27% for
      general pop)

                                                                            13
I Want This Please
• 17% of Mobile Users have shown a clerk in a store a picture of a
  product on their mobile phone
          Percent that have shown a clerk in a store a picture of a
                       product on their mobile phone
100%
                                                                       Females
                                                                       Males
 80%


 60%


 40%                         34%
                                            29%
              22%
 20%   13%            11%            14%                    11%
                                                      6%                       4%
                                                                      0%
 0%
          18-24          25-34          35-44           45-54          55-64




                                                                                    14
Send Them To Me Please!
     How would you like to receive coupons on your mobile phone?




                    Text in to receive
                   them when I‟m in a    Have them sent to
                           store            me via text
                           27%              message
                                               45%

                      Find them myself
                          using an
                         application
                             28%




                                                                   15
  The Informed & Armed Mobile Shopper
                                                                                                                All Mobile Devices
                          How are you planning on using your mobile phone to
                                                                                                                Regular Phone
                                    help you this holiday season?
                                                                                                                Smartphone
                                                                                           20%
                 Take pictures of products in the store                         14%
                                                                                                              34%
                                                                               12%
                   Look for a better price on a product            5%
                                                                                                        29%
                                                                              12%
                                   Store shopping list             6%
                                                                                                   26%
                                                                                     15%
            Get someone’s opinion by sending a photo                          11%
                                                                                                   25%
                                                                         9%
     Find reviews of a product when you are in a store        3%
                                                                                                 23%
                                                                         9%
                                Get alerts about sales         3%
                                                                                             21%
                                                                         8%
           Use a coupon I receive on my mobile phone           4%
                                                                                           20%
                                                                         9%
                       Find a product at another store         4%
                                                                                           20%
                                                                        7%
   Use your mobile phone to scan a barcode in a store         2%
                                                                                           19%
                                                                        8%
              Look for a coupon on your mobile phone           3%
                                                                                           19%
                                                                    7%
                    Look for gift suggestions or ideas        2%
                                                                                      17%
                                                                    6%
Purchase product when you can’t get to store/computer         3%
                                                                                14%
                                                         0%             10%            20%             30%      40%           50%




                                                                                                                                 16
Shopping on Mobile Isn‟t One or the Other
• 56% of Smartphone owners have visited a retail store website on their
  phone
              Would you rather visit a website on your mobile phone or
                download an application to shop/browse a retailer?
                               Smartphone Owners Only



                                 Neither
                                  13%


                                            Mobile Internet
                                              website
                       Mobile application        48%
                              38%




                                                                          17
Kids & Mobile
The Pass Back Effect
• 70% of Smartphone owning parents have given their child their phone
  to do some activity

                         Have you ever given your child your phone
                           so they could do any of the following?
100%
                                                                                                                Smartphone
                                                                                                                Parents
 80%


 60%
           48%
                                  44%
 40%
                                                              31%                           30%
                                                                                                                     22%
 20%


 0%
        Use the camera   Play a game you downloaded Watch a video you downloaded   Send/receive text messages   Browse the Internet
                                   for them                    for them




                                                                                                                                      19
But Everyone Else Has One…
• Parents of kids these ages tell us
  • 53% of their 11-13 year olds have a mobile phone
    • Regular phone - 85%
    • Smartphone - 15%
  • 78% of their 14-16 year olds have a mobile phone
    • Regular phone - 76%
    • Smartphone - 24%
  • 84% their 17-18 year olds have a mobile phone
    • Regular phone - 64%
    • Smartphone - 36%

                                                       20
Texting with Companies
1 out of 3 People Are Receiving Text Alerts


                                 • When asked how many brands they‟d
  Signed up for some
                           38%     be willing to receive text messages
         text alert
                                   from, consumers say around 2
Weather                    15%
Banks or other financial   13%   • Which companies are top of mind when
Sports                     11%     we asked consumers which ones they‟d
Stores                      9%     most like to receive text messages
Restaurants or bars         8%     from? Most mentioned are retailers…
Airlines                    7%
                                   • Wal-Mart
Traffic                     7%
Music groups                6%     • Amazon
Food or drink products      6%     • Target
Radio stations              6%
                                   • Apple
Other                       6%
Magazines                   5%     • eBay
Text Messages Are Not a Substitute for Email
• For Smartphone owners, 24% of their email is read on the mobile
  phone (only 4% for Regular phone owners)

        Which would you prefer to receive from your favorite companies?
100%
                                                                       Smartphone owners
                                                                       Regular phone owners
80%                  74%
       62%
60%


40%

                                                   20%
20%                                                                         11%         14%
                             7%        5%                    7%
 0%
             Email         Text message on my    Both email and text      Neither email nor text
                              mobile phone      message on my mobile            message
                                                       phone



                                                                                                   23
Behavioral Profiles of Mobile Users
Three Faces of Mobile




     Mobile        Mobile     Mobile
   Intensives      Casuals   Restrained




                                          25
Mobile Intensives
In early 2008, this group made up ~15% of the mobile universe and now they are up to 23%

• 86% are between 18-44 years old & 54% make over
  $50k a year
• 68% own a smartphone
• More likely to have decision making responsibility for
  and consider themselves to be Influencers (people
  come to them for advice) in the following categories…
  •   Travel (Hotels, Airlines, Car rentals)
  •   Investments
  •   Discretionary spending (Restaurants, Clothing, Electronics, Movies,
      Cable/Satellite)
  •   Prescriptions & Personal Care items

• 45% say that when they wake up, they check their
  mobile phone as the first or second thing (bathroom is
  what mobile is competing with)
• 53% agree that they „Look at advertisements to see
  what I should purchase‟
• 44% agree that they „Make a “want list” from
  advertisements about products‟

                                                                                           26
Mobile Casuals
In early 2008, this group made up ~25% of the mobile universe and now it is stable at 24%

• 65% are females
• 59% are between 35-54 years old & 59% make under
  $50k a year
• 85% report owning a regular phone; 15% a smartphone
• More likely than Mobile Restrained group to text and use
  their camera to take and send photos
  • Text once a week – 73%
  • Take pics once a week - 43%
  • Send pics once a week – 21%
• 46% agree that they „Look at advertisements to see
  what I should purchase‟
• 35% agree that they „Make a “want list” from
  advertisements about products‟




                                                                                            27
Mobile Restrained
In early 2008, this group made up ~60% of the mobile universe and now it is down to 53%

•   57% are 45+ years old & 55% make under $50k a year
•   96% own a regular mobile phone
•   47% text once a week
•   27% take a picture with the camera on their mobile once
    a week
• 47% agree that they „Look at advertisements to see
    what I should purchase‟
• 28% agree that they „Make a “want list” from
    advertisements about products‟




                                                                                          28
With So Many Choices, What Do We Focus On?
Consumer Reaction to Mobile Ad Units in Context


                                                    Legend:
                                            - Smaller bubbles are
                                            better (less
                                            annoying)
                                            - The higher up the
                                            better (more people
                                            likely to click)
                                            - The further to the
                                            right the better (more
                                            people noticed it)




                                          InsightExpress‟ Digital Consumer
                                          Portrait March 2010, all mobile users



                                                                                  30
Consumer Reaction to Mobile Ad Units in Context
         By Mobile Behavior Segments




                                        Legend:
            - Smaller bubbles are better (less annoying)
            - The higher up the better (more people likely to click)
            - The further to the right the better (more people noticed it)
                                                                             InsightExpress‟ Digital Consumer
                                                                             Portrait March 2010



                                                                                                                31
Mobile Norms & Best Practices
The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing over one thousand online
ad effectiveness campaigns and over one hundred mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile
advertising campaigns.




                                                                                                                                                                                                                                                                      33
34
35
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37
Mobile Best Practices

• Stage 1 – Clear Branding
  •   Not surprisingly, campaigns that incorporate the brand in
      all creative sizes see higher lifts in awareness.
• Stage 2 – Consistent Messaging
  •   Campaigns that focus on one message (even with multiple
      different executions) outperform mobile norms.
• Stage 3 – Foster a Connection
  •   Targeted campaigns, rather than general marketing, see
      greater movement in favorability of the brand.
• Stage 4 – Give Them a Reason
  •   Successful campaigns do not let an engagement
      opportunity pass by and have multiple interaction elements
      available to the consumer.
• Stage 5 – Developing Preference
  •   Successful brands use this stage to send coupons that can
      be forwarded to friends, develop a mobile Web site with an
      easy-to-use store locator, compare prices, or highlight
      another tangible benefit that keeps consumers coming
      back and trusting their brand.



                                                                   38
Mobile Best Practices: Creative Development

• Copy needs to follow the guideline of ‘the shorter the
  better’
  • Number of words ranged from 5 -16 depending on the size of the units
• Connect with the consumer
  • Either entice them with a need, make things relevant on a personal level
    and/or use the words “Get” and “You”
• Logo size and placement is important
  • Logo or product name should take up at least a third of the total ad unit and
    be placed on the left side
• Everybody loves a picture
  • Incorporate some imagery rather than featuring only plain copy
• Cool hues rule
  • The background color of the best performing campaigns leaned more heavily
    towards the cool end of the color spectrum




                                                                                    39
InsightExpress is leading the future of marketing research.

Think Mobile!


Joy Liuzzo
Senior Director, Mobile Research
(203) 252-7005
jliuzzo@insightexpress.com

				
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