Mobile shopper research

Mobile Shopper Research ȔȅǠȜƉDzșǼȆȢƉțǰȢǻȧ�¿ÎLJüèĩLJŕŒĴ;dž�ƩƮǗȔȅǠȜLJ�7���2012 �Ɖ12 Ç

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< ȉǤȢǦǴǫȜȢȋǠȠǹȇȗȢ > � < U&A (�Ŏȡq ) džůƵǗǥȠȚǠȠŋÔ > < ȂȗȢȞȡDzșǼȆȢȡǥȠȚǠȠŋÔƉ>

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33% ƌȔȅǠȜDzșǼȆȢ

20%

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ŕ)�

25% 21% 24% 7% 7%

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Q22a ƥDžƻƫĈśƉ1 �Ůdž��LJSQǓǰȢȇǴȣ13 ǦǽǯțȢȤǛŕ)ƳƻųLJ÷åǃƳǁƝƉƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞȨǴȐȢǿȉǤȠǂȃǼǿDzșǼȈȠǫǛƳǁƦǗ�ȩȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ

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ȔȅǠȜ DzșǼȆȢ

ȄȠȡȔȅǠȜ DzșǼȆȢ

ȣǴȐȎȘȢDZȢȤ

34% 31% 27% 17%

66% 69% 73% 83%

20s 30s 40s 50s

41% 33% 32% 13%

59% 67% 68% 87%

20s 30s 40s 50s

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ȔȅǠȜDzșǼȆȢ ȄȠȡȔȅǠȜDzșǼȆȢ ȣǴȐȎȘȢDZȢȤ

89% 79%

79% 52%

61% 46%

61% 50%

61% 41%

53% 34%

25% 13%

25% 12%

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ȔȅǠȜDzșǼȆȢ ȄȠȡȔȅǠȜDzșǼȆȢ ȣǴȐȎȘȢDZȢȤ

ȔȅǠȜLJ3þLjƝ�^Dŵǒŕ)ǒƝ�dĮmǂƭƿǙƦǂƦǗǃƬdžǒƾǃǒè�=ƵǗ�

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10%

20%

30%

40%

50%

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15

38%

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10%

20%

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68% 61% 59% 57% 56% 53% 50% 40%

64% 49% 45% 41% 37% 35% 34% 29%

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56% 46% 44% 40% 38% 35% 34% 28%

30% 26% 23% 23% 22% 16% 13% 13%

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SQ5a Ĉś1�ŮdžȋȚǠȌȢǿǂȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC ǛþƦƝƉȃǼǿDzșǼȈȠǫǂ��LJSQǓǰȢȇǴǛŕ)ƳƻƯǃƫƥǖǎƵƪƞƉƉ ȨȔȅǠȜDzșǼȆȢǂƝǴȐȎǂ�^DEƳǴȐȎǂŕ)Ƴƻ�ȌȢǴȪ�

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ǮȠȅȢdzșȠù�

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CD/DVD ÅęȡȐȠǧ

41%

17%

35%

45%

26%

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29%

23%

10%

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Comparison shopped using my mobile phone

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•  ȔȅǠȜġÿLJH�^ïLJƝŕ)äpNjLJ�Ż�ǛŬądžÖŀƵǗ •  êœĩƫƹLJȊȚȠȀǛ´­ƵǗƝƥǗƦLjĒØądžȏdzǽǟȊdž��džDzǢǞƵǗ ƬƾƪƮǓûÿǛëƭûĺƵǗ

42

ŋÔ¤æ

1. ȉǤȢǦǴǫȜȢȋǠȠǹȇȗȢ •  ǫȜȢȋÚ¢ȧƉ4 ǫȜȢȋƉ× 6 �LJǴȐȢǿȉǤȠȘȢDZȢƜȣĀfȡ��ǂ7�Ȥ •  q¼¿ȧƉ2012 �Ɖ7 ÇƉ29 ¿ȬƉ31 ¿

2. U&A (�Ŏȡq ) džůƵǗǥȠȚǠȠŋÔ •  ǰȠȋȜ·ȧǴǪțȢȂȠǫŋÔȧƉ3,765 KƝÎŋÔȧƉ1,000 K •  yŐĩ]ÎÏ�ȧ*XĀfƉ20 ȬƉ59 ÞȦǴȐȢǿȉǤȠ£ÈĩȦŤƉ1 W��ȃǼǿ3þ •  q¼¿ȧ2012 �Ɖ8 ÇƉ14 ¿ƉȬƉ15 ¿ •  ȔȅǠȜDzșǼȆȢƉ(n=316) LJ���^ȧ

–  �2Ɖ= Ā�Ɖ(53%), f�Ɖ(47%) –  �ƈ= 20-29 ÞƉ(37%), 30-39 ÞƉ(35%), 40-49 Þ (21%), 50-59 Þ (7%)

3. ȂȗȢȞȡDzșǼȆȢȡǥȠȚǠȠŋÔƉ(Neural Shopper Online Survey) •  ǰȠȋȜ·ȧƉ900 KƜȣ½ĴȡǞȆȝȜȡȝǴǿȚȠǂƝHn= 300 Ȥ •  ÆśƹǘƺǘLJǦǽǯțȢLJSQȡǰȢȇǴǛŕ)ȡ3þƳǁƦǗ�

ȣ½ĴƉ90 ¿�-ƝǞȆȝȜƉ30 ¿�-ƝȝǴǿȚȠƉ14 ¿�-ȤǂƝ�äpĩǂƥǗƯǃƞ •  ÄßƪǕǾǴǪǿǼȋǓȔȅǠȜǂŒƦõǛƳǁƦǗ� •  yŐĩ��

–  �2 = Ā�Ɖ(65%), f�Ɖ(35%) –  �ƈ = 18-24 ÞƉ(4%), 25-34 ÞƉ(24%), 35-44 ÞƉ(36%), 45-54 ÞƉ(26%), 55 Þ+ (10%)

•  q¼¿ȧƉ2012 �Ɖ9 ÇƉ17 ¿ƉȬƉ18 ¿Ɖ

43

țǰȢǻȆȢǿȁȢƉ: Shopper Sciences

Shopper Sciences is a marketing consultancy part of the Interpublic Group of Companies (NYSE: IPG). Working closely with sister marketing communication agencies Momentum Worldwide and the McCann Worldgroup, it provides retailers, manufacturers, and advertising agents with the insights necessary to align marketing strategies with factors that truly influence the shopper's decision to buy. Shopper Sciences utilizes proprietary research methodologies and diagnostic tools to uncover the true drivers of influence along the path to purchase. These insights serve as the foundation for developing shopper marketing programs, including creative strategies and media channel optimization, for categories and brands.

Ñ�ǥȉǟǴ�

Ƥ107-0062 Ñ�Ūî>@Ÿ� 1-1-1 ºŸ�ȇȜÑƅ 12F

03-3746-8084

tokyo@shoppersciences.com

http://www.mccannwg.co.jp/

44

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