Yahoo! Mobile: Nielsen Framework Study Apparel And Accessories Category

Mobile Framework StudyCategory Analysis: Clothing/Apparel/Fashion AccessoriesAugust, 2010

Presented by The Nielsen Company

Contact: Devan McCoy [email protected]

Why We Conducted This Study

Measurement: Use quantitative means to benchmark and measure mobile behaviors and attitudes in general and by category over time

Categories: Better understand the behaviors of mobile Internet shoppers both in general and across a set of 12 product/advertising categories

Comparison: How category attitudes and usage differ among those accessing on the mobile platform versus those accessing only a PC

Shopping: Current and future lower and upper funnel shopping mobile penetration

Mobile Activities: Shopping outcomes tried, successful (or not), and interested in. Actions taken as a result of those shopping outcomes. What sources were used? And, how much time do they spend doing research, etc.

Mobile Attitudes and Experience: Attitudes overall and while looking up category level information (i.e. impulsiveness, boredom, active shopping, etc.)

Mobile Advertising: Stated category recall and attitudes

Yahoo!, in partnership with Nielsen, wanted to create a framework around mobile internet shoppers and behaviors

2Yahoo! Confidential

Background and Methodology


A total of 628 apparel shoppers were interviewed by Nielsen from May 8 through June 7, 2010

370 were mobile internet shoppers and 258 were PC internet shoppers

To qualify as a mobile Internet shopper, respondents needed to own a mobile device, use device to access the Internet once a month or more and access category-related information

To qualify as a PC Internet shopper, respondents needed to own a desktop/laptop/tablet PC, use PC to access the Internet once a month or more and access category-related information. PC Internet shoppers could not access any category information on a mobile device (non-mobile shoppers)

The category was one of twelve included in a larger mobile shopping study. Each respondent answered a series of general Internet and shopping-related questions and then was assigned to a deep-dive battery focused on one product category that they access

25 million users access apparel information on a mobile device, with the user base balanced by gender and skewing younger.


How often do you use your Internet-enabled mobile device/computer to access any shopping-related information for the following types of products and services (which can include using your device to research products/services, look up information/reviews/ articles, notice or click on advertising, or make a purchase)? “Ever access.”Base=Mobile/PC Internet Apparel/Fashion Accessories Users.

25M

92M

PC Mobile

Apparel Category Size and Composition for Apparel/Accessories

Size (Ages 13-64)

Male Female 13-24 25-34 35-44 45-54 55-64

50% 50%

33%29%

19%12%

7%

44%

56%

24% 25%20% 18%

13%

Mobile PC

Current Composition

More females and those younger are interested in accessing apparel mobile content in the next 12 months.


Future Interest in Accessing Apparel/Accessories

Male Female 13-24 25-34 35-44 45-54 55-64

46%

57%65%

56%50%

42%36%

Now let’s think about the next 12 months. Regardless of whether or not you do this now please tell us how interested you are in using an Internet-enabled mobile device to access any shopping-related information for the following types of products and services (which can include using your device to browse, research products/services, look up information/reviews/articles, notice or click on advertising, or make a purchase)? “Extremely/very/somewhat interested.”Base=Mobile/PC Internet Users.

Yahoo! Confidential 6

Apparel/Accessories Information Accessed

Information about women’s footwear and casual wear are most likely to be accessed on the mobile platform.

36%34%

24%18%

16%15%

14%13%

10%7%

2%

25%23%

14%13%13%12%

11%10%

8%5%

14%11%

6%6%6%

2%

Women'sFootwear or shoes

Casual wearWomen's Fashion Accessories

LingerieGeneral women’s apparel information

BeachwearOuterwear

Sportswear or athletic apparelBusiness wear

FormalwearMaternity wear

Men'sFootwear or shoes

Casual wearSportswear or athletic apparel

General men’s apparel informationMen's Fashion Accessories

Business wearOuterwear

Beach wearUnderwear

FormalwearChildren's

Teen apparelChildren's apparel

Children’s fashion accessoriesBaby apparel

General children’s apparel informationTween apparel

What kind(s) of products did you get information on clothing/apparel/fashion accessories? Please select all that apply. Base=Mobile/PC Internet Apparel/Fashion Accessories Users.

Mobile PC

44%47%

28%26%

24%18%20%

15%15%

8%3%

31%31%

14%12%13%

6%11%

7%10%

3%

6%17%

6%12%

6%5%

Top Mobile & PC Yahoo! Search Terms – Apparel/Accessories

Accessories, apparel and footwear are the top retail apparel searches on Yahoo! mobile.


25%

20%

18%

11%

7%

6%

4%

3%

3%

2%

2%

1%

14%

27%

16%

6%

16%

6%

4%

3%

2%

1%

3%

2%

Y! Mobile Y! PC/Laptop

Source: Internal Mobile and PC Search Data, June 2,010. Based to total retail apparel searches.

Accessories

Apparel

Footwear

Intimate

Jewelry and Watches

Athletic Wear

Fashion

Children'sRetailers/Specialty Victoria's

Secret

Retailers/Specialty Old Navy

Teens

Men's

Accessories

Apparel

Footwear

Intimate

Jewelry and Watches

Athletic Wear

Fashion

Childrens

Retailers/Specialty Victorias Secret

Retailers/Specialty Old Navy

Teens

Mens

347

274

249

155

100

80

50

44

39

24

22

8

191

375

225

85

221

90

54

43

33

17

35

23 PC MOBILE

Accessories and intimate apparel heavily over-index on Yahoo! Mobile Search.


Source: Internal Mobile and PC Search Data, June 2010,

Mobile vs. PC – Indexed Search Terms (to mean) - Apparel/Accessories

About half find mobile to be very or extremely helpful at most points in the apparel shopping process.


How useful is using your mobile device/PC to help you with each of the following aspects of your browsing or research process for clothing/apparel/fashion accessories? “Extremely/very helpful” summary.Base=Mobile/PC Internet Apparel/Fashion Accessories Users.

Platform Usefulness in Purchase Funnel for Apparel/Accessories

To keep up to date on news/deals

To help me make a final decision

To help me narrow down the selection

To help me to learn more

To hear about or discover

58%

75%

77%

69%

51%

48%

48%

46%

47%

38%

Mobile PC


12%

17%

16%

19%

23%

35%

31%

34%

30%

33%

53%

52%

50%

51%

44%

More on Mobile Same on Both More on PC

Apparel shoppers expect to use mobile more or about the same as PC for lower-funnel purchase activities.

Over the next 12 months, which will you be using more to do each of the following for clothing/apparel/fashion accessories information/products/ services, a computer or an internet-enabled mobile device?Base=Mobile Internet Apparel/Fashion Accessories Users.

Future Purchase Funnel Intention for Apparel/Accessories

To hear about or discover

To help me to learn more about

To help me narrow down the selection

To help me make a final decision

To keep up to date on news/deals


Besides search engine and site visitation many got store information, looked at pictures of apparel products and comparison shopped.

Shopping Outcomes – Detailed Activities for Apparel/Accessories

71%

65%

57%

49%

41%

39%

27%

23%

23%

9%

12%

9%

10%

7%

12%

14%

8%

13%

10%

8%

6%

11%

12%

18%

21%

18%

25%

19%

26%

27%

Visited a website

Used a search engine

RESEARCH

Got store information

Looked at pictures of apparel products

Compared prices of apparel product

Compared apparel product

Read professional reviews for apparel product

Read user reviews

Looked for/purchased apparel gift cards or certificates

Designed an outfit

Tried & worked

Tried & didn’t work

Interested

Earlier you said you’d accessed clothing/apparel/fashion accessories information. What specifically did you do on your Internet-enabled mobile device, and what are you interested in doing? Base=Mobile Internet Apparel/Fashion Accessories Users.


With many trying or interested in apparel mobile offers and promotions.



19%

19%

14%

38%

29%

15%

10%

9%

11%

10%

11%

10%

17%

21%

21%

22%

29%

26%

DIGITAL ADS

Clicked or viewed on search results

Clicked or viewed on display ads

Clicked or viewed a video ads

OFFERS & PROMOTIONS

Looked for deals, coupons, offers or promotions

Used or requested a coupon

MADE PURCHASE

Made a purchase on the phone

Tried & worked


Interested


Taking a picture is a common occurrence. Click-to-call, barcode scanning, and managing a shopping cart are popular activities (tried and interested in).



44%

32%

22%

50%

28%

20%

14%

13%

18%

6%

8%

10%

5%

11%

11%

10%

12%

10%

16%

18%

14%

14%

20%

27%

37%

22%

21%

COMMUNICATION

Via texting re apparel product

Via email re apparel product

Via IM re apparel product

DOWNLOADED TOOL

Took a picture & sent to someone

Click to call

Created/managed a shopping cart or list for

Scanned a barcode

Looked for/downloaded a apparel app to my mobile device

VIDEO

Watched an online video about

Tried & worked


Interested

Intend to/purchase apparel online on a PC

Intend to/purchase apparel in a store

Intend to/purchase apparel online using mobile

Told a friend, family member or colleague

Used a search engine to find out more

Considered buying apparel product/services

Went to a retailer/store/distributor

Looked online for more information

Used a coupon

Recommended product/service to someone else

Entered a contest or sweepstakes

Posted a comment or updated my status on my social networking site

Thought more favorably about a brand or product

Called a toll-free or 800 number

Forwarded a link or video to others

Read or wrote on a blog

Downloaded apparel/accessories apps to my mobile device

Engaged in a clothing or apparel related activity

Actions Taken After Mobile Research for Apparel/Accessories

Half have made a purchase after looking up apparel-related information on their phone.


35%

34%

14%

40%

39%

34%

33%

32%

25%

24%

23%

18%

17%

16%

15%

11%

8%

7%

Which of these actions have you ever taken as a result of browsing or researching clothing/apparel/fashion accessories information or products or services on your mobile device? Please select all that apply. Base=Mobile Internet Apparel/Fashion Accessories Users.

Made a purchase (NET): 50%

85% took ANY

action


I didn’t do any research (0)

Less than a day (.5)

1 day (1)

2-3 days (2.5)

4-6 days (5)

About 1 week (7)

1 week to 1 month (14)

1 to 3 months (60)

3 to 6 months (135)

More than 6 months (200)

Mean:

Median:

Length of Research for Apparel/Accessories

Apparel shoppers spend a similar amount of time researching on their phone and/or computer.

14%

40%

10%

17%

4%

7%

3%

2%

2%

1%

How much time did you spend researching clothing/apparel/fashion accessories information or products or services on your mobile device/computer? Base=Mobile/PC Internet Apparel/Fashion Accessories Users.

5%

47%

10%

21%

4%

5%

4%

3%

0%

1%

12 days 11 days

.5 day .5 days

Mobile Norm

16 days

0.5 days

Mobile PC

Apparel mobile shoppers spend a little more time (than average) in a typical mobile session.

On average, how much time did you spend on each session related to browsing or researching on your mobile device for researching consumer electronics/technology information or products or services? Base=Mobile Internet Apparel/Fashion Accessories Users.

Length of Typical Mobile Research Session - Apparel/Accessories


Under 15 minutes

(Net)

Under 5 minutes

5 minutes to less than 15 minutes

15-60 minutes

(Net)

15 to less than 30

minutes

30 to less than 60

minutes

1 hour or more (Net)

57%

26%31%

37%

23%14%

6%

MEAN: 26.0 Mins

MEDIAN: 10 mins

Mobile Norm

22.3 mins

10 mins


Using mobile internet at the retailer and in the living room are the top individual locations for accessing apparel content.

Imagine you are browsing the internet or using a mobile application for consumer electronics/technology information or products or services using your mobile device. At which of the following locations does this typically occur? Base= Mobile Internet Apparel/Fashion Accessories Users.

Typical Mobile Usage Locations When Accessing Apparel/Accessories

Out-of-home (Net) Retail

In a store At a mall

Waiting on a line In the car Outdoors

At work At a restaurant/café/bar On a subway/train/bus

At a social gathering/function At a hotel

In-home (Net) At home

In my living room In my bedroom

While watching TV At the dinner table in my home

In a bathroom

70%40%

31%28%

27%26%

21%20%

16%15%15%14%

68%51%

40%31%30%

9%7%


Expediency, being goal-oriented, and using trusted sites are the top apparel mobile experience descriptors.

Using the scale below, please tell us how well each statement describes your experience while you are using your mobile device for consumer electronics/technology information or products or services. Summary (4-5 Describes my experience completely)Base=Mobile Internet Apparel/Fashion Accessories Users.

Describes Experience

I was using a website or mobile application I trust

I wanted to finish what I was doing as quickly as possible

I knew exactly what I needed to do and I achieved it

I was just exploring and did not have a specific goal to accomplish

I took my time to complete what I was doing

I was actively shopping/looking up apparel information

I gave my full attention to the apparel information I was accessing

I accessed apparel information because I was bored

I accessed apparel information as part of my general routine

Accessing apparel information is a passion of mine

55%

47%

47%

45%

41%

40%

39%

35%

30%

29%

Mobile Experience Descriptors – For Apparel/Accessories

Mobile facilities time-sensitive apparel research when not near a PC and is also good for researching impulsive purchases.


Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about researching clothing/apparel/fashion accessories purchases using a mobile device. “Agree.”Base=Mobile Internet Apparel/Fashion Accessories Users.

Statement Agreement

Good for doing research when not near a PC

Good for researching unplanned/impulsive purchases

Good for doing time-sensitive research

Good for researching purchases while I’m in the store

Only research via mobile when faster than a PC

I think I’ll be researching more via mobile device in the future

I do more research overall because I can use mobile

Good for researching purchases I care a lot about

Good for researching cheap purchases

It’s too difficult to do research

No different from researching a purchase on a computer

Most convenient way to research purchases

Doesn’t seem safe/secure to research

73%

65%

58%

49%

43%

41%

40%

38%

35%

35%

34%

31%

27%

Mobile Researching Opinions for Apparel/Accessories


Mobile is useful for making apparel purchases when away from the PC. Also, value of the purchase (whether it’s cheap or cared a lot about) is less important.

Regardless of whether or not you do this now, please tell us how much you agree or disagree with each of the following statements about making clothing/apparel/fashion accessories purchases using a mobile device. “Agree.”Base=Mobile Internet Apparel/Fashion Accessories Users.

Good for making purchases when not near a PC

Good for making impulsive/unplanned purchases

Good for making time-sensitive purchases

Doesn’t seem safe/secure to make purchases

I only make purchases via mobile when it’s faster than a PC

Too difficult to make purchases

Good for making purchases while I’m in the store

Good for making purchases I care a lot about

No different from making a purchase on a PC

I think I’ll be making more purchases via mobile in the future

Good for making cheap purchases

Most convenient way to make purchases

I make more purchases overall because I can use mobile

62%

56%

49%

37%

37%

37%

34%

31%

31%

30%

29%

27%

23%

Statement Agreement

Mobile Purchasing Opinions for Apparel/Accessories


Search engines and apparel specialty stores/retailers are the top online sources used.

Search engines

Apparel retailer/stores

Stores/retailers (e.g., Walmart or Sears)

Social networking

Online-only retailers

General consumer portals

Apparel brand or manufacturer sites

Online video

Shopping comparison

Apparel emails that I signed up for

General news

Online auction

Apparel reviews

Coupon/discounts

Magazine

Apparel discussion boards/blogs

Weekly or Sunday circulars

Full-length TV programming online

66%

48%

49%

39%

44%

44%

42%

29%

37%

33%

33%

23%

28%

24%

23%

21%

23%

16%

19%

18%

13%

28%

16%

16%

10%

23%

14%

19%

19%

20%

13%

13%

15%

14%

8%

12%

78%

61%

60%

60%

58%

58%

51%

50%

48%

47%

47%

42%

40%

35%

34%

34%

31%

27%

Using the browser on my mobile device

Using an application installed on my mobile device

TOTAL

And which of the following online sources did you use or access on your mobile device when browsing clothing/apparel/fashion accessories information/products/services? Please tell us if it was via the internet using your browser or an application installed on your mobile device. Base=Mobile Internet Apparel/Fashion Accessories Users.

Mobile Online Sources Used for Apparel/Accessories


Google is the top portal used, but faces stronger competition on mobile than on PC.

Google

Yahoo!

MSN/Bing

AOL

And which of the following online websites or portals did you use or access on your mobile device/PC when browsing clothing/apparel/fashion accessories information/products/services? Base=Mobile/PC Internet Apparel/Fashion Accessories Users.

65%

34%

17%

9%

80%

50%

35%

25%

Portals Used for Apparel/Accessories

Mobile PC


Other Sources Used for Apparel/Accessories

Apparel shoppers are much more likely than the norm to use in-store displays, magazines, and salespeople as additional references when shopping.

100%

62%

44%

44%

42%

29%

23%

18%

14%

9%

8%

8%

5%

Apparel/Fashion

Mobile Norm

Internet/App on my Mobile device

Internet using my PC/Laptop

Family, friends, or colleagues

Magazines

In-store displays

TV

Salespeople

Newspapers

Professional(s)

Informational brochures

Radio

Books

800 or toll-free number

What other sources besides using your mobile device did you typically use when browsing or researching clothing/apparel/fashion accessories information/products/services? Select all that apply. Base=Mobile Internet Apparel/Fashion Accessories Users.

Apparel mobile consumers are slightly more likely to recall looking at advertising as part of their purchase process.


When you see clothing/apparel/fashion accessories advertising on your mobile device/computer, which best describes your general reaction? Base=Mobile Internet/PC Internet shoppers who have been exposed to advertising.

I always look at it

I sometimes look at it

I never look at it

Reaction to advertisingSeen category advertising during shopping process

Mobile PC

43%

60%

57%

40%

No

Yes

22%

65%

13%

8%

83%

9%PC

Mobile

Advertising Recall for Apparel/Accessories

Mobile Norm


Mobile Advertising Preferences for Apparel/Accessories

Please tell us how important the following types of ad features are to you when it comes to clothing/apparel/fashion accessories advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Apparel/Fashion Accessories Users.

And, they are generally more accepting of all types of mobile advertising than are shoppers in other categories.

Straight-forward and fact-based

Ads that are informative

Very clearly tell me the price of the product

Ads that are relevant

Clearly spell out the features and benefits

Useful when I’m looking for certain information

Give a short snapshot of information

More relevant to my current location

Ads that are entertaining

Targeted just to me and relevant my interests or background

Make me feel good/better about the brand

Simple call to action

Ads that are memorable

Ads that are text based

Include graphical elements

Incorporate multimedia elements

Ads that I can share with friends or family

Ads that focus on the overall value not necessarily price

81%

80%

80%

79%

79%

78%

77%

77%

75%

72%

71%

68%

67%

67%

61%

61%

61%

60%

Apparel/Fashion

Mobile Norm

Attribute importance


Mobile Advertising Preferences for Apparel/Accessories

Please tell us how important the following types of ad features are to you when it comes to clothing/apparel/fashion accessories advertising on your mobile device. “Extremely/very/somewhat important.” Base=Mobile Internet Apparel/Fashion Accessories Users.

Yahoo! Mobile Users prefer more sophisticated mobile advertising features that are informative and relevant to what their looking for or their current location.

Attribute importance

Very clearly told me the price of the product

Give a short snapshot of information

Ads that are useful when I’m looking for certain information

Clearly spelled out the features and benefits

Ads that are relevant

Ads that are entertaining

Contain a simple call to action

Focus on the overall value and not necessarily price

Ads that I can share with friends or family

86%

86%

84%

84%

84%

82%

82%

80%

80%

78%

78%

76%

74%

72%

70%

69%

67%

65%

60%

70%

68%

69%

68%

63%

68%

62%

70%

54%

57%

50%

51%

53%

39%

41%

48%

46%

Non Y! Mobile User

Y! Mobile User

Apparel Shopper ProfileTotal Mobile

ShoppersApparel

ShoppersDevice OwnershipDesktop or laptop computer 79% 81%Mobile phone/Smartphone (Net) 94% 90% Smartphone/PDA 64% 68% Mobile phone with advanced features

43%41%

MP3/portable media player 61% 66%Handheld gaming device 32% 33%Basic mobile phone 15% 23%Tablet PC 6% 7%Mobile CarrierAT&T 34% 37%Verizon Wireless 25% 26%Sprint/Nextel (Net) 17% 14% Sprint PCS 16% 14% Nextel 1% 0%Other (Net) 12% 12%Mobile OSBlackberry 25% 30%iPhone OS 21% 22%Windows Mobile 16% 15%Android 11% 7%Palm WebOS 4% 6%Other 8% 5%Not sure/don’t know 17% 15%

Category User Profile


Apparel Shopper ProfileTotal Mobile

ShoppersApparel

Shoppers

EducationSome high school or less 8% 10%Graduated high school 12% 12%Some college 30% 35%Completed college or more 51% 43%

EmploymentEmployed (Net) 67% 62% Employed full-time 57% 51% Employed part-time 10% 11%Not Employed (Net) 33% 38% Unemployed, looking for work 7% 4% Unemployed, not looking for work 2% 1% Homemaker 6% 5% Student 15% 25% Retired 4% 2%

IncomeLess than $20,000 (15) 9% 10%$20,000-$29,999 (25) 8% 8%$30,000-$39,999 (35) 11% 11%$40,000-$49,999 (45) 10% 11%$50,000-$74,999 (62.5) 21% 24%$75,000-$99,999 (87.5) 16% 12%$100,000-$149,999 (125) 14% 10%$150,000-$199,999 (175) 5% 7%$200,000-$249,999 (225) 2% 3%$250,000 or more (275) 3% 3%MEAN ($ Thousands) 78.09 79.42

Key Takeaways – Mobile Clothing, Apparel & Fashion Accessories


25 million users access apparel information on a mobile device, with the user base balanced by gender and skewing younger. This will likely pick-up in the next year with more showing interest, especially female and those younger.

About half find mobile to be very or extremely helpful at most points in the apparel shopping process. When it comes to purchasing, it doesn’t matter how important the product is indicating that ads can show-case both small and big-ticket items.

More than 8 in 10 have acted on their mobile research with half making a category-related purchase after looking up apparel information on their mobile device.

Apparel shoppers are more accepting of mobile ads and show an interest in seeing more. Mobile apparel ads that are informative and relevant to what they’re searching for and their current location are important among the user base.

There seems to be significant latent demand for mobile apparel offers and promotions, click-to-call ad features, and barcode scanning.

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3

4

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