Embed Size (px)
DESCRIPTION
The lines between online and offline shopping have not only blurred, they’ve begun to disappear altogether. When consumers are shopping in-store, they are on their cell phones and when they are on their cell phones, they are engaging with social networks. With so many channels being activated at once, how can a brand engage these consumers? Facebook's Rads Jayasundera and Millward Brown Digital's Michael Perlman reveal a recent study examining how consumers leverage mobile and social channels to influence purchase decisions before, during and after shopping trips.
Citation preview
Mobile is the must-have while shopping
❝Me and my mobile are great team in-store. Every time I need to know something, I am able to go straight to my phone to get the answer. I don’t know what I would would do without it!”
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
94%
And, they are using it for shopping-related activities
❝My phone kept me informed while I was
shopping and saved me when trying to make the right decision.”
65%
35%
Accessed mobile phone while in-store for a shopping related activity
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
Shoppers relish the sense of adventure that comes from discovering something new & finding a great deal in-store
❝I was excited to find a promotion giving us an additional 20% off a TV we were looking at in-store.”
Other Actions
Using Search While Shopping
Searching for Product Info
Searching for Store Info
Looking for a Deal
Connecting with Others
4%
5%
15%
19%
28%
30%
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
66% Of consumers spend less than one hour researching before
entering the store
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
Mobile gives marketers multiple opportunities to influence decisions & point-of-purchase
64%
44%
28% 24% 19% 19%5% 3%
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
4xWhile shopping in-store people
use Facebook 4 times more frequently than any other app
or search
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28 th to December 25th 2013.
Marketers that help shoppers “discover” in-store are positioned to influence purchase
decisions
❝I signed up for a lot of emails and liked several retailers on Facebook so that I would get notices about sales or discounts and be able order or pick-up items as soon as the deals were available.”
Discovery39%
Connect29%
Enter-tain-ment17%
Peer Feedback15%
