Mis tue 1000 david gill

Mobile Path-to-Purchase Study:Understanding Restaurant, Travel and Auto Shoppers

August 21, 2012

Dave GillVP Emerging Media

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Copyright © 2011 The Nielsen Company. Confidential and proprietary.

About this Report

Background:

• xAd, Inc and Telmetrics partnered with Nielsen to produce this first-to-market study

• Study is part of a 3-part series which includes:

• An online survey of over 1,500 Smartphone, and Tablet users who reported that they had done a mobile activity on their device in the Restaurant, Travel, or Automotive category in the past 30 days

• Survey findings were supplemented by data from Nielsen’s Smartphone Analytics panel of 6,000 iPhone and Android users which tracks mobile Smartphone behaviors on a daily basis

Objectives:

• This custom study was designed to uncover the actual mobile activities and behaviors among Restaurant, Travel, and Automotive mobile users to understand how to best engage these consumers through mobile advertising

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Key Findings

• Tablet and Smartphone user’s exhibit different behaviors most of the time– Smartphone’s over indexed in activities related to finding and contacting

businesses and are primarily on the “go”– Tablets over index in more research related activities like price comparisons,

looking up reviews etc, and are more likely research in the home

• While purchase intent across all categories was strong, how much time passes before consumers take action is unique to each vertical - showing that consumers may be at different stages in the purchase process when accessing mobile

• Across the main categories studied – distinct profiles of mobile users were identified exhibiting various demographics, needs and behaviors showing that mobile can not be a “one-size-fits-all” approach…not even at the category level

• Local Relevance and Local Offers were key to mobile conversions

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Breaking down the Mobile Shopper Universe

Using store locator to find store

Checking price

Researching item before purchase

Reading review of recent/fu-ture pur-

chase

Using lists while

shopping

Using mo-bile coupon

Purchasing item on device

Using device for payment

Using social media to

comment on purchase

Writing a review of a purchase

73%

62%57%

45%42%

36%29% 27%

23%

11%

42%

52%

66%

56%

16%11%

42%

28% 25%22%

Smartphone Tablet

Questions used: CQ8: Which of the following activities have you done in the past 30 days using your mobile device?

Mobile Shopping Activities Among All Smartphone and Tablet Owners

Yes79%

No21%

Have Done Mobile Shopping on Smartphone or Tablet

Q1 2012 Mobile Shopper Report

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Restaurant Travel Automotive Restaurant Travel Automotive

30%

11%20% 15%

9% 14%

34%

9%

16% 29%

9%11%

25%

15%

19%

40%

13%

18%

7%

35%

20%

15%

42%29%

3%15% 16%

1%7%

16%

16% 9%20%

13%

Immediately Within hour

Within day Within month

Longer than within month Wasn't looking to book anything

Time: Decision windows look different across categories and devices

Questions used: CQ18A, CQ18B, CQ18C: Still thinking of this most recent visit, how quickly were you looking to go to a restaurant/ book a flight or reservation/ make a purchase?

How Quickly Respondent Looking to Make Decision by Device

Smartphone Tablet

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24%37% 34%

68%75% 73%

6%

15%11%

7%8% 9%

2%

4%

1% 1%

8%

6%

5%

2%

3% 4%

51%

28%42%

11%6% 8%0.01 0.01

0.010.01 0.011% 2% 1% 1%1% 2% 2% 1%

1%3% 2% 1% 8% 3% 2%2% 1% 1% 2% 1% 1%3% 2%0.010.01

Home Work School Outside Car Store Public Trans Restaurant/bar Hotel Airport

Car dealership Gas station/Mechanic/Body shop Other

Place: Location as an indicator varies by category

Question Used:CQ16A, CQ16B, CQ16C: Where were you when accessing the website/app on your smartphone/tablet?

Location During Use of App/Website by Device

Smartphone Tablet

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But device doesn’t appear to predict conversion


84%

43%49%

85%

48% 52%

16%

57%51%

15%

52% 48%

Yes No

Made a Purchase Related to Visit on App/Website by Device

Questions used: CQ19A, CQ19B, CQ19C: Did you eventually make a purchase related to your visit to the App/Site on your <<INSERT DEVICE>>??

Smartphone Tablet

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0% 10% 20% 30% 40% 50% 60% 70% 80%

Male Female

18-24 25-34 35-44 45-54 55 +

<$25k

$25k to <$50k

$50k to $100k

$100k to $150k $150k+

Some high school

Completed high school or equivalent

Some college (but no degree)

Associates degree

Bachelors degree

Graduate degree

White / Caucasian

Black / African-American

Asian/Pacific Islander

Mixed Race

Other

Gender

Age

HH Income

Education

Ethnicity

52%48%

18%27%

16%18%

13%19%

34%21%

12%

6%9%

29%12%

29%

16%

21%

72%

12%

7%

3%

6%

Who is the Mobile Travel Shopper/User?

= mobile shopper norm

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Demos only tell a part of the story

Through analyzing travel behaviors of 6,000 Android and Apple users the Mobile Path-to-Purchase study uncovered (4) distinct mobile travel user profiles.

Mobile Mix

THE PRICE HUNTERHeavy user of social and

search ● Deal seeker

FREQUENT TRAVELERBusiness Traveler

Extraordinaire ● Focused Searcher ● Loyalist

THE RESEARCHERMobile Media Multi-Tasker ●

Highly Affluent

LOCAL TRAVELERHeavy user of local apps

● Middle America

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85%

31%

12% 9% 8% 7%

Maps/Navigation Multi-Category Travel Airlines Hotels Travel Destinations Ground Transportation

Combined Web-App Reach % by Sub-Category - TravelUS, Android and iPhone, April 2012

Maps/Nav key component of travel research

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Sub-category data shows differences in access

Evidence of Apps driving utility and function for an established research pattern

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20%19%

16%

9%

Multi-Category Food Restaurants Recipes/Cooking CPG & Grocery Brands

Combined Web-App Reach % by Sub-Category – Food, Dining & CookingUS, Android and iPhone, April 2012

In Food/Dining category, DIY creates opportunity

A Restaurant state-of-mind is really a decision about trade-offs to solve for Hunger

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Sneek Peek – Mobile and Food/Dining

RESTAURANT LOYALISTHeavy user of social and

search ● Deal seeker

HOME CHEFRecipes, Cooking Tips, and

Groceries ● Heavy mobile web usage

RESTAURANT RESEARCHERFocused searcher ● Picks one preferred service and uses it

heavily

DIRECT TO ORDERBusy, on the go ●

Manage life through phone (stocks, weather,

news, etc)

59% Male (114 index)

38% 25-34

61% employed full time (index 121)

Unmarried index 114Hispanic Index 131

index 108 Maleindex 103 HispanicMin/person/mo 27:56

index 102 Maleindex 87 HispanicMin/person/mo 08:02

72% Female (index 148)

Educated (45% bachelors or postgrad degrees)

20% homemakers (index 172)

Hispanic index 107

53% Female (109 index)29% 18-24129 index Student

63% Female (129 Index)18% 18-24161 index Homemaker

Nielsen Smartphone Analytics

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Local relevance and promotions drive engagement

Ad that's locally relevant to me

Ad that offers coupon/promo-

tion

Ad that features a brand I know

Ad that doesn't take me outside

app/website

Ad with phone number/clear way

of contact

Simple text ads An ad that’s in-teractive

Ads that incor-porate multime-

dia

73% 72%

59%55%

15% 14%

8%4%

70% 69%65%

52%

16%13%

8% 7%

Smartphone Tablet

Advertising Most Likely to Click on (Top 3) by Device

Mobile Path-to-Purchase Study:Understanding Restaurant, Travel and Auto Shoppers

For more information:www.mobilepathtopurchase.com

[email protected]

http://www.mobilepathtopurchase.com/

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Mis tue 1000 david gill