Trends on Mobile Use This Holiday Season

Transcription

1 A NIELSEN/HARRIS POLL ABOUT CONSUMERS AND MOBILE MARKETING Trends on Mobile Use This Holiday Season KEY INSIGHTS 1 SMARTPHONE OWNERS ARE USING THEIR PHONES THIS HOLIDAY SEASON: 3 out of 4 smartphone owners who plan on doing any holiday shopping this year, plan to use their phones for part of their gift-finding and buying experience. Among all smartphone owners, searching for an item in a search engine to find a local retailer topped the list of mobile activities for holiday shopping this season, with 2 out of 5 (39 percent) saying they plan to use their smartphone for this. Sending a picture of a potential gift to a friend or family member came at a close second (38 percent), followed by searching for a coupon for the store they re in (33 percent). 2 MILLENNIALS ARE THE MOST ACTIVE MOBILE USERS THIS HOLIDAY SEASON: Of those smartphone owners who plan to do holiday shopping this season, young men ages (91 percent) and women ages (85 percent) said they plan to use their smartphones while shopping this holiday season. 3 PARENTS ARE THE SECOND MOST ACTIVE MOBILE USERS THIS HOLIDAY SEASON: 86 percent of dads plan to use their smartphones for holiday shopping this year, with use my phone to look for an item in a search engine to find a local retailer (54 percent) topping their list. 4 CONSUMERS KNOW WHAT THEY WANT: Make it local: As device owners become sophisticated, local information becomes an important part of the mix 8 out of 10 (82 percent) of smartphone owners say it is at least somewhat important for them to be able to access local information/activities via an app. In addition, nearly 9 out of 10 (87 percent) smartphone owners say it is at least somewhat important that they can use their smartphone to search for a retail location. Purchase on the go: 68 percent of smartphone owners find it at least somewhat important to make a purchase on the phone. Customized content is king: 9 out of 10 smartphone owners know their online purchase and shopping history data is used for customized ads and only 23 percent of them do not want retailers or credit card companies to use this data under any circumstances. 5 BRING OUT THE BEACONS! Though a relatively new technology, over half of all phone owners sureveyed said they were familiar with in-store beacons, and 15% said they had engaged with them. While dads are searching for retail locations, mobile moms selected take pictures of potential gifts to text and get opinions from friends/family as the top mobile activity, with nearly half (48 percent) saying they plan on it. 1

2 How Smartphone Owners Are Shopping This Holiday Season 75% OF THOSE SMARTPHONE OWNERS SHOPPING FOR THE HOLIDAYS WILL USE THEIR PHONES TO DO SO Q For which of the following, if any, do you plan to use your smartphone for when you are out doing your holiday NONE I WILL NOT BE USING MY SMARTPHONE FOR HOLIDAY SHOPPING THIS YEAR. Smartphone owners who plan on doing any holiday shopping this season n=1,092 WILL BE USING SMARTPHONE FOR HOLIDAY SHOPPING THIS YEAR (NET) 75% AT 39%, SEARCHING FOR A LOCAL RETAILER TOPS THE LIST MOBILE ACTIVITIES To look for an item in a search engine (e.g., Google, Yahoo!, Bing) to find a local retailer To take a picture of a potential gift to text to friend or family member for their opinion To search for a coupon for a store I am in To search for a coupon for an item/brand I plan to purchase To check availability of items at specific, local retailers To scan an item s QR code using an app to compare prices at other stores/online To use my phone to make a purchase 14% 24% 28% 32% 33% 39% 38% For something else n=1,181 11% 5% 1 15% % 2

3 Men Vs Women And How They Plan To Shop OUT OF ADULTS UNDER THE AGE OF 45, SMARTPHONES WILL BE A MAJOR PART OF COMPLETING HOLIDAY SHOPPING THIS SEASON Q Do you plan to use your smartphone for when you are out doing your holiday Smartphone owners who plan on doing any holiday shopping this season % 17% 39% 45% 46% 15% 31% 37% 44% NONE I WILL NOT BE USING MY SMARTPHONE FOR HOLIDAY SHOPPING THIS YEAR % 91% 83% 61% 55% 54% 85% 8 69% 63% 56% WILL BE USING SMARTPHONE FOR HOLIDAY SHOPPING THIS YEAR (SUB-NET) Total M18 34 M35 44 M45 54 M55 64 M65+ F18 34 F35 44 M45 54 F55 64 F65+ n=1,092 FEMALES AGED WILL USE THEIR SMARTPHPHONES TO SEARCH FOR A COUPON IN- STORE THIS HOLIDAY SEASON; MALES AGED ARE LOOKING FOR CONVENIENCE OF AVAILABILITY OF AN ITEM; 37% OF THESE MILLENNIAL MALES PLAN TO PURCHASE WHILE USING THEIR PHONE Q Do you plan to use your smartphone for when you are out doing your holiday Smartphone owners who plan on doing any holiday shopping this season To search for a coupon for a store I am in To search for a coupon for an item/brand I plan to purchase To check availability of items at specific, local retailers To use my phone to make a purchase 11% 16% 15% 23% 36% 41% 35% 34% 31% 37% 41% 43% 44% 45% 42% 52% 52% M18 34 M35 44 F18 34 F35 44 n=1,092 3

4 Dads And Moms* * MEN/WOMEN WITH CHILDREN UNDER THE AGE OF 18 IN THEIR HOUSEHOLD 86% OF DADS PLAN ON USING THEIR SMARTPHONE FOR HOLIDAY SHOPPING THIS YEAR; 75% OF MOMS Q For which of the following, if any, do you plan to use your smartphone for when you are out doing your holiday % 86% 75% n=1,181 DADS n=130 Smartphone owners who will be using their smartphone for holiday shopping this year DADS MOMS MOMS n=220 FOR DADS, SMARTPHONES ARE USED TO SAVE TIME/MONEY; 48% WILL CHECK AVAILABILITY OF AN ITEM, AND 46% WILL SEARCH FOR A COUPON FOR A STORE THEY ARE IN Q For which of the following, if any, do you plan to use your smartphone for when you are out doing your holiday Smartphone owners who will be using their smartphone for holiday shopping this year To look for an item in a search engine (e.g., Google, Yahoo!, Bing) to find a local retailer 39% 35% 54% n=1,181 To take a picture of a potential gift to text to friend or family member for their opinion To search for a coupon for a store I am in 38% 33% 48% 46% 47% 52% DADS n=130 To search for a coupon for an item/brand I plan to purchase 32% 42% 46% MOMS n=220 To check availability of items at specific, local retailers To scan an item s QR code using an app to compare prices at other stores/online 28% 24% 35% 48% To use my phone to make a purchase For something else 14% 16% 11% 13% 14% 4

5 What Consumers Want MAKE IT LOCAL: 82% OF SMARTPHONE OWNERS WANT ACCESS TO LOCAL INFORMATION, 87% OF THEM WANT TO SEARCH FOR A LOCAL RETAILER AND 58% WANT TO MAKE A PURCHASE ON THE PHONE Q How important, if at all, is it for you to be able to do each of the following activities on your cell phone/ smartphone? Summary Of At Least Somewhat Important Cell phone/smartphone owners Text message Across the Internet Search for a retail location Access local information/activities via an application (app) Access social networks (e.g., Twitter, Facebook, Myspace) Make a purchase Location-based social networking (e.g., checking in on Foursquare Pay for something at a store using my phone instead of a credit card 34% 44% 44% 55% 53% 58% 63% 69% 7 68% 76% 85% 82% 87% 96% 95% SMARTPHONE OWNERS n=1,181 THE NEED FOR LOCAL INFORMATION HAS INCREASED BY 3 POINTS SINCE POINTS FROM % 47% +3 POINTS FROM % 62% 33% AT LEAST SOMEWHAT IMPORTANT (NET) VERY IMPORTANT/ IMPORTANT (SUB NET) VERY IMPORTANT (SUB SUB NET) SMARTPHONE OWNERS n=1,832 Q How important, if at all, is it for you to be able to do each of the following activities on your cell phone/ smartphone? Summary Of At Least Somewhat Important ACCESS LOCAL INFORMATION/ ACTIVITIES VIA AN APP 5

6 What Consumers Want Continued THE NEED TO SEARCH FOR A RETAIL LOCATION HAS INCREASED BY 2 POINTS SINCE 2012 Q How important, if at all, is it for you to be able to do each of the following activities on your cell phone/smartphone? SEARCH FOR A RETAIL LOCATION POINTS FROM % 49% 28% +2 POINTS FROM % 64% 37% AT LEAST SOMEWHAT IMPORTANT (NET) VERY IMPORTANT/ IMPORTANT (SUB NET) VERY IMPORTANT (SUB SUB NET) SMARTPHONE OWNERS n=1,832 THE NEED TO MAKE A PURCHASE ON THE PHONE HAS INCREASED BY 6 POINTS SINCE 2012 Q How important, if at all, is it for you to be able to do each of the following activities on your cell phone/smartphone? MAKE A PURCHASE POINTS FROM % 39% 22% +6 POINTS FROM % 5 AT LEAST SOMEWHAT IMPORTANT (NET) VERY IMPORTANT/ IMPORTANT (SUB NET) VERY IMPORTANT (SUB SUB NET) SMARTPHONE OWNERS n=1,832 6

7 Customized Content Is King 9 OUT OF 10 PEOPLE KNOW THAT THEIR DATA IS BEING USED TO CUSTOMIZE ADVERTISING 10 KNOW DATA IS BEING USED IN THIS WAY (NET) Q Retailers and credit card companies regularly use data on what you have purchased or searched for online in order to send you customized advertising. Which of the following statements, if any, best describe how you feel about this? 96% 94% 12% 1 I DID NOT KNOW MY DATA WAS BEING USED IN THIS WAY Cell phone/smartphone owners 9 86% 88% 9 82% SMARTPHONE OWNERS n=1,832 ONLY 23% OF THESE USERS DO NOT WANT RETAILERS OR CREDIT CARD COMPANIES TO USE THIS DATA UNDER ANY CIRCUMSTANCES 35% 3 32% 23% 21% 21% Q Retailers and credit card companies regularly use data on what you have purchased or searched for online in order to send you customized advertising. Which of the following statements, if any, best describe how you feel about this? Cell phone/smartphone owners 15% 14% 12% 12% 1 I am ok with this, but have concerns about who has access to this data, and the extent to which it can be used Under no circumstances do I want this data used, and if possible, I opt out from receiving these types of ads or offers I have neither positive nor negative reactions to this I like this because it makes the ads more useful I did not know my data was being used in this way SMARTPHONE OWNERS n=1,832 7

8 Bring Out The Beacons 52% OF RESPONDENTS ARE FAMILIAR WITH IN-STORE BEACONS AND 15% OF THEM HAVE ENGAGED WITH THEM AT LEAST ONCE Q How often, if ever, have you engaged with each of the following mobile apps or technologies this year? In-store beacons Cell phone/smartphone owners % 57% EVER HEARD OF IT (NET) % EVER USED IT (SUB-NET) 1 SMARTPHONE OWNERS n=1,832 TAKEAWAYS METHODOLOGY Alert Shopper V is a survey of American consumer activity related to mobile phones. The survey has been fielded 5 years in a row on a projectable sample of the U.S. Population, and as a result, hosts a rich set of unique data. Done in conjunction with the Harris Poll, which is now owned by Nielsen, this year the survey explores bold new technological territory and shows that Americans are ready and willing to be contacted by beacons when in store, give up their credit cards in favor of paying with their phones and are using mobile technology phones to interact with retailers. This holiday season will be a banner year for mobile inspired commerce,especially with location triggered mobile ads. Consumers show little sensitivity to privacy issues related to the use of location data. Harris Poll Methodology This survey was conducted online within the United States by Harris Poll on behalf of Placecast from October 17-21, 2014 among 2,066 adults ages 18 and older (among which 1,832 are cell phone/smartphone owners, 1,181 are smartphone owners, 130 are smartphone owning dads with children under 18 in their household and 213 are smartphone owning moms with children under 18 in their household). The 2012 study was conducted from February 16-20, 2012 among 2,262 U.S. adults ages 18 and older (among which 1,952 are cell phone/ smartphone owners and 919 are smartphone owners). This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.