A True Look at the Omnichannel Consumer - Hannah Bewley, IAB UK

A True Look at the Omnichannel Consumer13/04/2023

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Background and objectives

Methodology

Mobile Aquarium

Sample: 20 people

Method: App to record activity related to researching / buying in product category

Time: 2 weeks, (>500 activities logged)

Quantitative Survey

Sample: 1,376 nationally representative smartphone owners

Method: 20 minute online survey

Time: September 2013

Face to face interviews

Digital Ethnography

Sample: 20 people

Method: FishEye camera worn for 3 days taking a photo every 5 seconds

Time: 3 days (>600 hours of footage)

1.0 Device usageiabuk.n

et

Downtime = screentime

When I have downtime, I hardly

ever just sit and think, I prefer to check my

smartphone

When I’m out with my friends, I will

check my phone if there’s a lull in the

conversation

37%

People can’t just do nothing anymore, we use devices to fill gaps

37%52%55% Young 47% Parents

Q. Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you?Base. Total Respondents – 1376

57%

Phones have become extension of self

1 in 2claim their

smartphone is their most personal

device

say their smartphone is their lifesaver

One third

They are ingrained in our daily lives and many of us rely on them:

Q: Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you?Base. Total Respondents – 1376

“Smartphones are repositories of the self in

that they store our memories, our

autobiographies, they contain a paper trail of the

self in the form of texts, images, searches, wish

lists, and secrets.”Dr Simon Hampton, UEA

One third see smartphone as their lifesaver

2.0 Multi-screening(#omniscreening)

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Two thirds use another device with TV

TV & smartphone

TV & tablet

TV & laptopTV & at

least one other device

66%

25%

20%

11%

Q. And when you are watching TV do you often also use any of the following devices in addition? Base. Total Respondents – 1376

Young people are the biggest multi-screeners

18-30 31-54 55+

73% 71%

53%

Smartphone (34%)

Most regularly used device with TV

18-30’s

31-54’s

55+

Smartphone (26%)

Laptop (17%)

TV & connected device usage by age:

Multi-screening isn’t just about TV

Smartphone& desktop

Smartphone & tablet

Smartphone & laptop

27%

51%

20%

Connected device multi-

screening is prevalent

Q. We’re interested to know if you often use two or more of your devices at the same time. Which of the following devices do you tend to use together at the same time? Base. Total Respondents – 1376;

Cognitive challenges = similar to driving

Welcome to the age of #omniscreening

People are always online and have constant access to

multiple screens.

3.0 Devices and the purchase journey

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How we thought about this…

By device By category By journey stage

Q. Which of the following devices do you think played a role in your [VALUE] purchase?Base. Low value recent purchases - 860; Medium value - 829; High value – 480

78% of recent purchases

involved a connected device

A key role in recent purchases

Q Which of the following devices do you think played a role in your [VALUE] purchase? Base. Total Respondents – 1376;

“I thought this was a really different form of advertising. Doritos have sponsored the game which my daughter was playing. It doesn't tell you much about the product, but

gets its name out there and I’m sure my daughter will mention the‘Doritos game’ next time we are in the shop!! And probably want some!!”

Digital advertising drives in-store behaviour

Source: The Mobile Aquarium

Large Purchase

“Email from Groupon, an offer on a laptop and

antivirus software included for £340, I will check the

deal on their website”

Special offer email prompts action

“it was sent to my emails. From Holland and Barrett. The discount. I use vitamins and buy from them. Will look to see if what i take are on offer.”

Source: The Mobile Aquarium

Larger screens used more in journey

Smartphone Tablet Desktop Laptop

17%

30%

45%52%

Q Which of the following devices do you think played a role in your [VALUE] purchase? Base. Total Respondents – 1376;

Usage changes as the journey progresses

Q. Which of the following devices do you think played a role in your [VALUE] purchase?Base. Smartphone – 370; Laptop – 946; Desktop – 535; Tablet – 333

Trigger Research Purchase

Smartphone Tablet Laptop Desktop

Used a device in a recent purchase

Larger screens are

used more to complete the

purchase

4.0 Marketing via smartphone

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Mobile demands a different mindset

Q. Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you? – “My smartphone is my most personal device”Base. Total Respondents – 1376

The Intimacy Ladder

More personal experiences and targeted

messages

The smartphone can be thought of as a ‘first date’

As the relationship develops…

First contact = be on best behaviour!

Don’t be over familiar or ask for too much

Receiving personalised suggestions?

after I’ve bought something

before I’ve bought something

9%

Happy Not Happy

62%

35%35%

Q. Below are a few statements that other people have made about shopping in general. How much do you agree or disagree that each one describes you?Base. Total Respondents – 1376

5.0 Recomendationsiabuk.n

et

• #omniscreening is an opportunity for brands

• People want to consume content on all devices – brands have as much right to provide this content as traditional media owners

Recommendations for brands

People use different screens together, brands

can use this to provide a joined up experience

Learnings for brands

• Even if consumers don’t buy on mobile they will be researching on mobile, optimise for it

• Be discoverable, consumers turn to their mobile to replace downtime, they need to find you quickly

Recommendations for brands

Personal nature of smartphone

demands a different

marketing mind set

Recommendations for brands

For more information:

www.iabuk.net/realview research@iabuk.net

Thanks!