BrandSpark + mCordis Webinar

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Mobile Personas: Critical Insights That Will Ignite Your Mobile Strategy!!! April 22, 2014

Overview!

Every mobile device is different. Not surprisingly, so are the people who use them. What are the main personas, how do they behave, and what can you do to customize your approach? With mobile on the mind of every marketer, understanding how consumers interact with their devices is a critical step in building an effective mobile strategy. To help navigate the ever changing mobile landscape, Mark Baltazar of BrandSpark International and Jed Schneiderman of Tapped Mobile will share actionable North American insights from the 2nd Annual Mobile Personas Study – the largest study of its kind in North America.

Today’s Agenda!

In this insight-filled webinar, you will learn: •  What important changes in mobile behavior have occurred since

last year •  Why it’s important to segment the mobile market into simple

personas •  How Mobile Personas use smartphones and tablets and what it

means for your mobile strategy •  How mobile impacts key retail categories

Today’s Speakers!

Michael Becker Managing Partner and North America CEO mCordis

Mark Baltazar VP and Partner BrandSpark International

Jed Schneiderman President & Co-Founder Tapped Mobile

Q&A!

Don’t forget to Tweet about this session using hashtag: #mCordis, #mobilepersonas

Lets start with a couple of poll questions.

Poll Questions!

2014

2ND ANNUAL SURVEY      

CRITICAL INSIGHTS THAT WILL IGNITE YOUR MOBILE STRATEGY

BROUGHT TO YOU BY

A MULTIDISCIPLINARY APPROACH

Mobile Monetization

Mobile Marketing

Consumer & Shopper Insights

WHY THIS STUDY?

Growing importance of mobile

A need for a North American Perspective

Insights that address the needs of marketers, brands and

agencies

METHODOLOGY

Who are the Mobile Personas? Why it’s important to segment the mobile market into simple personas? What Important Changes in Mobile have occurred since last year?      How Mobile Personas use smartphones and tablets and what it means for your mobile strategy          

How are shoppers specifically using their mobile devices instore?

INTRODUCING THE

MOBILE PERSONAS

THE MOBILE PERSONAS

MOBILE MOMS�

MOBILE MEN�

MOBILE MILLENNIALS�

Moms 25-54 (with kids aged 0-18 at home)

Men/Women 18-29 Men 25-54

78%�Of American Moms

Are Mobile.

75%�Of American Men

Are Mobile.

INTRODUCING THE MOBILE PERSONAS

70%�Of Canadian Moms

Are Mobile.

72%�Of Canadian Men

Are Mobile.

85%�Of American Millennials

Are Mobile.

83%�Of Canadian Millennials

Are Mobile.

MOBILE PERSONAS ARE EARLY ADOPTERS

Mobile Moms Mobile Millennials Mobile Men

Early Adopters

•  First to try new products •  More likely to engage with brands •  Will recommend new products to family/

friends

% of Segment that are Early Adopters

Non-Mobile Persona

Smartphone User

Tablet User

36% 39%   54% 41%   35% 37%  

45% 46%   58% 46%   58% 44%  

45% 48%   62% 48%   61% 45%  

3x MORE LIKELY

to share product information with someone they don’t know.

2.5x MORE LIKELY

to use social media to expand their social circles.

2x MORE LIKELY

to use social media to share product information.

Source: Mobile Personas Analysis http://visual.ly/field-guide-brand-advocates

EARLY ADOPTERS ARE AMPLIFIERS

MOBILE PERSONAS IN ACTION

SMARTPHONE ADOPTION IS GROWING

76%

2014

79% �

69% �

2014 2014

Moms Millennials Men

57%

2014

77% �

64% �

2014 2014

Moms Millennials Men

4% 7% 3%

7%

Moms

Moms

2014  

Millennials

2014  

Millennials

Tablet

Tablet

53%

2014

2014

40% �

44% �

33% �

2014  

Men

2014  

Men

41 % �

40% �

7% 1%

4% 6%

5%

11%

TABLET ADOPTION IS GROWING AMONG MOMS

46% Use a Smartphone

22% 32% MILLION

Use Both Use a Tablet

56% Use a Smartphone

20% 24% MILLION

Use Both Use a Tablet

47% Use a Smartphone

24% 29%

Use Both Use a Tablet

40% Use a Smartphone

48% 12%

MILLION Use Both Use a Tablet

49% Use a Smartphone

45% 6%

Use Both Use a Tablet

46% Use a Smartphone

46% 8%

Use Both Use a Tablet

MOBILE MEN

MOBILE MILLENNIALS

MOBILE MOMS

MOBILE PERSONAS DEVICE USAGE

Mobile Moms

Mobile Millennials

Mobile Men

35%

47%

43%

22%

28%

31%

10%

24%

18%

Smartphone Tablet Computer

BLOGS ARE AN IMPORTANT SOURCE OF CONTENT

for shoppers

Mobile Moms

Mobile Millennials

Mobile Men

33%

42%

35%

25%

32%

29%

14%

26%

21%

CAN  

35% Mobile Moms

65% Mobile Millennials

62% Mobile Men

Video via YouTube CONSUMPTION IS GROWING

1% 14% 14%

36% Mobile Moms

64% Mobile Millennials

59% Mobile Men 3% 16% 15%

SEARCH IS UP ON MOBILE

Smartphone Tablet Desktop/Laptop

Mobile Moms

Mobile Millennials

Mobile Men

39%

63%

52%

55%

57%

58%

75%

77%

80%

-2%

6%

6%

 8%

9%

1%

-10%

-5%

-5%

Search

Search

Search

Mobile Moms

Mobile Millennials

Mobile Men

58%

64%

60%

60%

53%

59%

77%

67%

72%

2%

2%

-12%

-14%

-11%

Search

Search

Search

3%

-2%

-14%

15%

SECOND SCREEN VIEWING FAVORS MOBILE

Mobile Moms Mobile Millennials Mobile Men

23%

51%

30% 33% 45% 34%

41%

56% 43%

38% 50%

46%

Smartphone Owners Tablet Owners

Smartphone Owners Tablet Owners

%  using  device  while  watching  TV  

MOBILE PERSONAS IN-STORE

Smartphones are BEING USED IN-STORE

Electronics

62%

Health & Beauty

57%

Clothing

56%

Food & Beverage

57%

Automotive

34%

Home Appliances

55%

Electronics

47%

Health & Beauty

56%

Clothing

47%

Food & Beverage

51%

Automotive

35%

Home Appliances

56%

It’s not just about PRICE COMPARISONS

Electronics

Health & Beauty

Clothing

Food & Beverage

Automotive

Home Appliances

Contact friend/ Family + Look up

Product information

Taking Pictures + Comparing

Prices

Taking Pictures

Taking Pictures

Search for Coupons

Comparing Prices

Look Up Product

Information

Look Up Product

Information

Comparing Prices

Comparing Prices

Taking Pictures

Taking Pictures

7% Mobile Moms

7% Mobile Moms

19% Mobile

Millennials

13% Mobile

Millennials

16% Mobile Men

8% Mobile Men

Food and Beverage Health and Beauty

In-store impact VARIES

Changed decision in-store due to smartphone

13% Mobile Moms

23% Mobile

Millennials

18% Mobile Men

14% Mobile Moms

21% Mobile Moms

13% Mobile Men

3%

6%

6%

6%

8%

19%

15%

16%

12%

23%

11%

12%

Smartphones are CHANGING DECISIONS

5% 12% 12%

13% 32% 24%

6% 19% 13%

8% 20% 15%

Electronics

Clothing

Automotive

Home Appliances

Mobile Moms Mobile Millennials Mobile Men

MOBILE INSIGHTS IN ACTION!

INTERSECTING DYNAMICS

Shoppers looking for more information

Print still preferred

Video consumption on the rise

Shoppers looking for ways to simplify their lives

BABIES “R” US bridges print and digital

INTERSECTING DYNAMICS

Tablet is growing

Weather app usage tops the list

In buy-mode when on tablet

Blogs are popular

E-commerce

Source:  Mobile  Commerce  Daily  

TABLET-FOCUSED CAMPAIGN

INTERSECTING DYNAMICS

Second screen viewing

M-commerce is growing

INTERSECTING DYNAMICS

People still read flyers / circulars

Intersection of online and offline

m-commerce is growing

mobile allows shoppers to seize the moment

INTERSECTION OF PRINT AND MOBILE

INTERSECTING DYNAMICS

Shoppers love their coupons

Flyers / circulars still important along the path to purchase

People shop with their phone

Mobile impacts path to purchase

SHOPPERS LOVE THEIR COUPONS

FINAL THOUGHTS

Mobile cannot be ignored American and Canadian Mobile Personas behave differently Mobile content consumption driving key consumer behavior Mobile is the new sales associate Mobile’s impact differs by sector and target market

THANK YOU!

Mark Baltazar Vice President and Partner, BrandSpark International

Mbaltazar@BrandSpark.com

@Mark_Baltazar

www.BrandSpark.com

Jed Schneiderman President and Co-Founder,

Tapped Mobile

Jed@tappednetworks.com

@Jedschneiderman

www.tappedmobile.com    

Q&A!

Michael Becker Managing Partner and North America CEO mCordis

Mark Baltazar VP and Partner BrandSpark International

Jed Schneiderman President & Co-Founder Tapped Mobile

Upcoming Webinars!

•  5 Ways to Nurture Profitable Customer Relationships Through Mobile Messaging

-  April 24, 2014, 2pm EDT/11am PDT

•  JetBlue Webinar Series Part 3: How to Structure Mobile Within Your Organization: Learnings from JetBlue Airways

-  May 22, 2014, 2pm EDT/11am PDT

•  Five Secrets to Unlocking Mobile SEO Success

-  May 28, 2014, 2pm EDT/11am PDT

Learn more at http://www.mcordis.com/education/webinars

Upcoming Events!

The BNPA Mobile Marketing Fundamentals seminar brings

some of the top minds together in an intimate format to learn the latest in mobile marketing. Learn

more about attending or sponsoring here:

http://www.mcordis.com/bnpa-seminar-may2014!

!May 22, Toronto!

Upcoming Events!

Waterfall and mCordis will be hosting a series of workshops and executive dinners in San Francisco, New York and Chicago in May and June. Please email events@mcordis.com to register for the workshop or request a dinner invite.!!!Somo Innovation Networking Breakfast, May 8, New York!!

Thank you!