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US CROSS-DEVICE CONSUMER BEHAVIOR
by Matt OrbanTechnical Sales Engineer, Apsalar
JUNE 2015
Born in Mobile.Built for Mobile.
3Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
3.0DEVICES PERPERSON
US AVERAGE
Source: Sophos 2014
2011
2012
2014
2015
2013
35%
45%
56%
58%
64%
0% 20% 40% 60%
Smartphone Adoption (US)
2011
2012
2014
2015
2013
10%
24%
34%
42%
53%
0% 20% 40% 60%
Tablet Adoption (US)
MOBILE DEVICES SHOW THE FASTEST CONSUMER PURCHASE/ADOPTION RATES IN HISTORY FOR ANY DEVICES
4Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
Source: Pew
Research C
enter Internet Survey, 2014
0% 20% 40% 60% 0% 20% 40% 60%
5Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
Smartphones as a percentage of total US cellular phones
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014
75%
2013
65%
2012
54%
SMARTPHONES NOW REPRESENT THE VAST MAJORITY OF AMERICAN CELLULAR
TELEPHONE DEVICES IN ACTIVE USE.
Source: comScore 2015
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ONLY OVER 55s INDEX BELOW AVERAGE ON SMARTPHONE OWNERSHIP
140%
120%
100%
80%
60%
40%
20%
0%
120
18-24
121
35-34
114
35-44
100
45-54
86
55-64
58
65+
INDEX OF US SMARTPHONE PENETRATION BY AGE
Source: Deloitte, 2014
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MOST FREQUENTLY USED SMARTPHONE FEATURES (BY NUMBER OF OCCASIONS)
Texting
Calling
Web Browsing
Social Media
Taking Pictures
Watching Video
Games
Using Maps
Listening to Music
1 23 456 789
10Source: Pew Research Center Internet Survey, 2014
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Mobile Only Multi-Platform Desktop Only
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
9% 12%
68%
76%
Dec 2013 Dec 2014
22%12%
Age 18+
18% 21%
67%
Dec 2013 Dec 2014
74%
15%5%
Age 18-34
5% 6%
Dec 2013 Dec 2014
77%
84%
18% 10%
Age 35-54
3% 6%
Dec 2013 Dec 2014
57%
68%
40%
26%
Age +55
Share of Demographic Audiences by Platform Usage
VAST MAJORITY OF ALL KEY DEMOGRAPHICS BROWSE WITH MORE THAN ONE TYPE OF DEVICE.
comScore 2014Source: comScore 2014
9Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
MOBILE NOW REPRESENTS 60% OF TOTAL US CONNECTED TIME. APPS NOW REPRESENT 86% OF TOTAL MOBILE TIME AND A MAJORITY OF TOTAL CONNECTED TIME.
PC Web,
40%Mobile Apps,
52%
8%Mob
ile W
eb,
Perc
ent o
f total US Internet time consumed by device type
Source: comScore 2014
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Desktop TabletSmartphone
17%
-1%
28%
SMARTPHONE AND TABLET SEARCHES DRIVING MOST SEARCH CATEGORY GROWTH
Y/Y Growth in Total Searches by PlatformSource: comScore qSearch Multi-Platform, U.S., Q4 2014
Source: comScore 2014
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Desktop TabletSmartphone
86%
52%46% 48%
10%9%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Monthly Daily
PC STILL ATTRACTS MORE VIDEO VIEWERS, BUT MOBILE PLATFORMS NOW MAKE A STRONG SHOWING
Video Viewer Penetration by Platform: Monthly vs.Daily
Source: comScore 2014
12Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
PortalsBusiness Finance
Entertainment - NewsMultimedia
RetailSports
News InformationHealth - Information
LifestylesPersonals
Social NetworkingOnline Gaming
WeatherMaps
Photos
73% 70% 61% 61% 51% 50% 50% 48% 41% 38% 26% 13% 13% 10%7%
27% 30% 39% 39% 49% 50% 50% 52% 59% 62% 74% 87% 87% 90%93%
Share of Content Category Time Spent by Platform
Desktop Mobile
DIFFERENT TYPES OF INFORMATION ARE CONSUMED DIFFERENTLY BY DEVICE TYPE
Source: comScore 2014
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Mobile Phones Users’ Regular In-Store ActivitiesBased on a survey of more than 25,000 mobile phone users aged 15 and older in 23 countries
40% 40%
36%
29%
February 2015
28%
23% 22%
“When you are in a store, which of the following do you regularly do with your moble phone?
Compare prices Contact friend orfamily for advice
Take picture ofpictures
Take pictures ofadvertisements
Scan barcodes orQR codes
Buy productsthrough an app
Buy productsthrough a website
MOBILE ACTIVITIES THAT SMARTPHONE USERS ENGAGE IN WHEN SHOPPING AT RETAIL
Source: GFK 2015
14Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
95DOWNLOADS PER
SMARTPHONE
Yahoo/Aviate 2014
APP DOWNLOADS PER DEVICE CONTINUE TO CLIMB
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mCommerce Share of Total Digital Commerce DollarsSource: comScore mCommerce Measurement
15.4%
13.0%
11.1%11.1%11.5%11.7%
10.8%
8.6%
10.5%11.3%
9.8%
8.1%
9.3%9.0%8.8%
6.6%
5.8%
3.6%
2.4%
1.8%
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q22013
Q22013
Q32013
Q42013
Q12014
Q22014
Q32014
Q42014
Q12015
mCOMMERCE SHARE OF eCOMMERCE CLIMBING RAPIDLY.
Source: comScore 2014
16Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
mCOMMERCE GROWTH 26X FASTER THAN TOTAL RETAIL SALES GROWTH AND ALMOST 6X ECOMMERCE GROWTH
+2%
Total Discretionary Retail eCommerce mCommerce
+60%
+50%
+40%
+30%
+20%
+10%
+0%
+9%
+53%
Q1 2015 Y/Y Retail Spending Growth by ChannelSource: Dept. of Commerce, comScore e-Commerce Measurement
Source: comScore 2014
Toys & HobbiesVideo Games, Consoles & Accessories
Jewelry & WatchesMusic, Movies & Videos
Flowers, Greetings & Misc GiftsEvent Tickets
Digital Content & SubscriptionsSport & Fitness
Apparel & AccessoriesHome & Garden
Books & MagazinesTotal Digital Commerce
Furniture, Appliances & EquipmentComputer Software
Office SuppliesConsumer Electronics
Consumer Packaged GoodsComputers / Peripherals / PDAs
General Services
37%
37%
31%
29%
26%
26%
24%
22%
19%
17%
17%
15%
15%
11%
10%
10%
9%
7%
3%
63%
63%
69%
71%
74%
74%
76%
78%
81%
83%
83%
85%
85%
89%
90%
90%
91%
93%
97%
Desktop MobileSource: comScore 2014
Share of Digital Commerce Spending by PlatformSource: comScore eCommerce & eCommerce Measurement, Q1 2015
mCOMMERCE SHARE OF TOTAL ECOMMERCE VARIES SIGNIFICANTLY BY CATEGORY
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18Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
32.0%
2013
36.5%
2014
40.5%
2015
44.5%
2016
Share of US Companies Using Mobile Coupons for Marketing Purposes, 2013-2016
% of total
Source: eMarketer 2014
MOBILE COUPON ISSUANCE IS EXPLODING
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US Adult Mobile Coupon Users and Penetration, 2013 - 2016
MOBILE COUPON ISSUANCE IS EXPLODING
Adult mobile coupon users % of digital coupon users% of mobile device users
28.4% 35.7% 41.2% 45.7%
61.4M
59.3%
70.0M
78.7%
76.5M
92.5%
82.0M
104.1%
2013 2014 2015 2016
Source: eMarketer 2014
20Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
Improve customer engagement
Increase lead generation
Increase brand awareness
Increase website traffic
Increase sales transactions
Improve customer service
Increase email opt-in list
Increase SMS opt-in list
55%
40%
39%
36%
33%
26%
15%
8%
Most Important Objectives for Mobile Marketingamong global marketers using or planning to use mobile marketing
ENGAGEMENT, LEAD GEN AND AWARENESS GROWTH ARE THE MOST COMMON OBJECTIVES FOR MOBILE MARKETING
June 2014
Source: Ascend / Research Partners
CLICKS AND REDIRECTS ARE THE MOST COMMON MOBILE MARKETING KPIs
21Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
ClickthroughsMobile site traffic
Traffic pass-through to main websiteText massage opens
Ad impressionsLeads generated via mobile
eMail/other non-mobile sign-upsContent engagement
Bar code/QR/tag scansApp downloads
Opt-ins to receive alerts, other massagingApp engagement
Incremental sales via MobileCoupons/offer redemptions
Type of device used to access mobile site/appIn-store traffic
Geographic location site/app accessed fromTime of day mobile site or app accessed
Other
58%
24%
12%
28%
24%
10%
37%
24%
10%
26%
15%
43%
24%
12%
27%
16%
11%
25%
15%
Most Popular Mobile Marketing MetricPercent of respondents who use this metric
May 2014
What metrics to you use gauge theimpact of your/your clients; mobilemarketing (Select all that apply.)”
22Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
We often move from one screen to another while shopping
67%
of us start shopping on one device and
continue on another
MOST CONSUMERS USE MULTIPLE DEVICES DURING THEIR BUYING PROCESS
Source: Google, IPSOS 2013
23Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
61%
Continue on a PC/Laptop
19%Continue on
a Smartphone
10%Continue on a PC/Laptop
4%Continue
on a Tablet
5%Continue
on a Tablet
61% Start on a Smartphone
25% Start on a PC/Laptop
11% Start on a Tablet
Consumers take a multi-device path to purchase
MULTI-DEVICE USAGE VARIES BY CATEGORY
Source: Google, IPSOS, 2013
24Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
ABOUT APSALARApsalar, the leader in mobile data management, helps direct marketing brands get better marketing effectiveness by providing a mobile data management platform that delivers a true understanding of customer behavior in apps and across other marketing channels. The Apsalar Mobile DMP enables brands to measure marketing effectiveness, enhance, manage, enrich and segment profiles to build audiences, and easily and safely connect to other marketing
partners so brands can confidently share their data and audiences.
MOBILE DMP
APSALAR ATTRIBUTION
Collect and measure in-app consumer behavior and marketing performance. Measure every in-app
action relevent to your buinesss
APSALAR AUDIENCES
Unite your first party data from all sources, enrich it with third party data, and build high performance
marketing audiences
APSALAR DATASYNC
Easily and safely share customer audiences and data with your digital
marketing platforms, including analytics, marketing automation,
media companies and legacy DMPs
Copyright 2015, Apsalar. All rights reserved.
All other brand names mentioned herein are trademarks or registered trademarks of their respective companies.
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