MOBILE COMMERCE APP REPORT:

Transcription

1 MOBILE COMMERCE APP REPORT: PRICING AND RETAIL MOBILE APPS US COMPARATIVE ANALYSIS FOR JUNE-JULY 2012 Guy Rosen CEO, Onavo Scott Ellison VP Mobile & Consumer Platforms, IDC 1

2 PRICING APPS AND RETAIL APPS SHOW DRAMATICALLY DIFFERENT USAGE PATTERNS OVERVIEW Onavo and IDC have jointly analyzed Onavo data in the US for the month of June and the first week of July, looking at mobile app user usage patterns among and between pricing apps that compare prices across different retailers and retail apps that are specific to a single major retailer. Comparision pricing apps analyzed included BarCode Reader, PriceCheck by Amazon, RedLaser by ebay, and ShopSaavy. Retail brand apps analyzed included Best Buy, Target, Walgreens, and Walmart. IDC and Onavo's joint report is based on data aggregated from Onavo's industry-leading panel of ios users, comprised of Onavo Extend app users in the US. Onavo's data includes app engagement and mobile behavioral data. The uniqueness of this data and the scale of Onavo's panel enable IDC and Onavo to draw valuable insights into real world usage of price comparison and retail branded apps. 2

3 KEY OVERALL FINDINGS Week Part Usage: Retail apps are used more than comparison apps Monday through Friday. On weekends, this pattern reverses itself when comparison app usage soars past retail app usage. Weekend Spikes of Pricing Apps: Comparison apps spiked usage on the weekends is consistent with US in-store weekend shopping patterns. Consistency of Retail Apps Usage: By contrast, retail branded apps show relatively more consistent usage over weekdays compared to weekends, although weekends show overall highest retail branded app usage. Saturday vs. Sunday: For comparison apps the single busiest day of use is Saturday, whereas for retail apps the single busiest day of use is Sunday. Saturday Research vs. Sunday Purchasing: The above finding may highlight an interesting emergent trend: more price comparisons and showcasing taking place on Saturday while more actual purchasing taking place on a Sunday. Importance of Mondays: Surprisingly, retail apps show their second highest usage on Mondays. This may indicate a positive carryover experience from weekend retail app usage. WEEKDAY USAGE, US, IPHONE USERS MON TUE WED THU FRI SAT SUN RETAIL COMPARISON COMPARISON APP AND RETAIL APP WEEKDAY USAGE PATTERNS REVERSE ON THE WEEKENDS 3

4 COMPARISON PRICING APP FINDINGS ebay Leads on Adoption: ebay s RedLaser strongly leads on adoption and has over 3x adoption of Amazon s PriceCheck. This is notable given Amazon is perceived by many as well ahead of ebay in e-tailing, and can be further leveraged by ebay in building retail partnerships. Amazon Leads on Usage: Notwithstanding ebay s lead on RedLaser adoption, Amazon s PriceCheck is used more frequently each month than RedLaser and ShopSavvy. This may result from Amazon s e-tailing strength and/or a more immersive app experience. 2x Month is Standard Usage: The three major pricing apps of RedLaser, ShopSavvy, and PriceCheck are generally used 2x month. This is remarkably consistent in terms of user behavior across the app type. Huge Room for Growth: The current average usage of 2x month underscores that comparison pricing apps have much more room to grow average usage, especially if they can evolve to better serve weekday needs such as shopping research and planning. MONTHLY ACTIVES (% OF US IPHONE USERS) AVG DAYS/MONTH, US, IPHONE USERS 4.0% 3.0% 2.0% 1.0% 0.0% 3.22% 1.82% 0.94% 0.08% REDLASER SHOPSAVVY PRICECHECK BARCODEREADER REDLASER SHOPSAVVY PRICECHECK BARCODEREADER 4

5 RETAIL APP FINDINGS Walgreens Leads on Adoption & Usage: A major pharmacy chain leading large retailers on both adoption and usage is surprising, given mobile industry focus on large retailers. This may in part be attributed to strong focus by Walgreens on mobile advertising, as well as Walgreens usually having more stores in any given area. Walmart Shows Most Consistent Usage Across Days: Compared to Target s and Best Buy s apps, Walmart s app have the most relatively consistent usage across the week. This may also indicate that Walmart s app is perceived as better suited for planning and preparing to shop, especially given Walmart is the only retailer app surveyed that has a strong presence in food perishables. Best Buy App Usage Peaks on Saturday: This finding indicates that major electronics and appliances purchase considerations are made on Saturdays. Target App Usage Peaks on Sunday: This is a very interesting finding compared to Walmart given that Target and Walmart are direct competitors. It may indicate that mobile app users see Target as more of a premium weekend shopping destination and Walmart more of a throughout the week shopping destination. DAILY ACTIVES (% OF US IPHONE USERS) 0.20% 0.15% 0.10% 0.05% 0.00% WEEKDAY USAGE, US, IPHONE USERS DATA BY ONAVO INSIGHT MON TUE WED THU FRI SAT SUN WALGREENS TARGET WALMART BEST BUY WALGREENS TARGET WALMART BEST BUY 5

6 RECOMMENDATIONS Best Attributes of App Peer Group: Onavo and IDC believe that differences in app usage among price comparison and retail apps can in part be explained by each app s best attributes. Therefore looking at each app s best attributes is a key to understanding its performance relative to its app peer group. Comparison Pricing Apps Evolution: Markedly higher comparison app usage on the weekends likely indicates limited utility outside of in-store shopping experiences. Therefore evolving price comparison apps for greater functionality during other parts of the week will be a key to their long-term success given retail app usage during week days. Greater functionality could include social shopping, budgeting, trip planning, and recommendations. Retail Apps Evolution: Retail apps as a category being outused by comparison apps as a category on weekends when major shopping is done points to a need to further evolve retail app functionality to increase overall utility. Such functionality could include in-store navigation and fewest steps in-store route planning, spending tracking and analysis, social shopping, and mobile payments. It is especially important for retail apps to drive more usage on Saturdays to counter the impact of comparison apps and showcasing. Emerging Importance of Mondays: Better understanding why retail app usage is second highest on Mondays when it would expected to be on either Friday or a weekend day may offer intriguing insights into evolving consumer mindsets in perceived app value and brand engagement over mobile. Central Role of Mobile Advertising: Onavo and IDC note that Onavo data shows that on balance, apps with more mobile advertising tend to have higher usage rates than those apps with less mobile advertising. This underscores the central role that advertising can play in creating and sustaining immersive mobile commerce apps, driving user loyalty through incremental value creation, and funding mobile commerce business models. 6

7 REPORT INQUIRIES GUY ROSEN CEO, ONAVO OFFICE: x109 SCOTT ELLISON VP MOBILE, IDC OFFICE: MEDIA INQUIRIES AVIVA FINK ONAVO OFFICE: x121 MIKE SHIRER IDC OFFICE: