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Presented by Roddy Knowles, Research Manager and Mobile Subject Matter Expert, Research Now at Market Research in the Mobile World North America 17 - 18 July 2013, Minneapolis, USA This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net
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JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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Mobile Shoppers:
In-store Smartphone Use In Context
Roddy KnowlesSenior Delivery Manager, Mobile Research Expert
July 17, 2013
2
Study Overview
Methodology
• Grocery channel
• Pre and post shopping surveys
completed, pushed to
respondents based on location
• Geo-fenced 56 banners
• Behavioral data collected
3
Study Overview
Behavioral Data Capture
7 types of data were collected passively:
• Location: GPS – latitude/longitude
• Apps: usage (foreground)
• Phone calls: incoming, outgoing, missed,
duration
• Text/SMS Messages: sent, received
• Email: sent, received
• Web: URL/websites visited
• Camera: usage
4
Study Overview
Why combine survey and behavioral data?
• Synthesize data from both sources
• Validate location and purpose
• Stated vs. Actual Behaviors
• Trust but Verify
• Understand the in-store shopping
experience
• How does the connected shopper use their phone while shopping?
• Does behavior vary by trip type, length, etc.?
• What roles do smartphones play in purchase decisions?
5
Shopper Profile
Suzy Shopper
Stop & Shop –March
28, 2013
Female, 38,
Married
Coupon
Phone, Email, Retailer
App
$96
Stock Up, 46-60 Minutes
6
Shopper Profile
Greg Grocery
Fred Meyer –April 18, 2013
Male, 53, Divorced
Game, Facebook
$14
Special Trip,
Under 15 minutes
7
<$25, 55%
$26-$50, 24%
$51-$100,
11%
$100+,
10%
Total Spend
Shopping Metrics
Stock Up, 24%
Fill In,
34%
Quick,
19%
Special,
23%
Trip Type<15, 46%
16-30, 30%
31-45,
16%
46+,
7%
Time(Minutes)
$41
24 min
8
Shopping Metrics
App Usage
59%69% 70%
77%
Stock Up Fill In Quick Special
Trip Type
65%
72%
76%75%
<15 16-30 31-45 46+
Time (Minutes)
71% 29%
9
App Categorization
Social
Retail/Shopping
Banking
Game
Internet
Weather
News
Phone
Music
Text
10
App Usage
Stated and Actual
31%
24%
13% 12%
5%
25%
21%
16%14%
11%
Stated Actual
Types of Apps Used
Text/SMS GamesShopping/Retail
Phone Social
11
App Usage
What & Why
46% about a purchase
39% about a purchase
12
App Usage
What & Why
83%
Shopping List
41% Compare Prices
45%Coupon
13
Smartphones and Grocery Purchase Decisions
14
Takeaways
• Power in combination – What & Why
• Encourage Shopping/Retailer app usage
• Give them a reason
• Disrupt to engage
• Importance of pre-store mobile activity
• Shopping preparation
• Digital list
• Couponing
• Shoppers are connected
• Impulsivity
• Purchase decision
15
@roddyknowles
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry