2011 03-i m-breakthrough-mobilebehaviorunveiled

Mobile Behavior Unveiled

Joy LiuzzoSenior Director, InsightExpress

Fortifying the Industry with Knowledge• In our commitment to providing industry leading education in the

Mobile environment, InsightExpress has completed its 16th installment of the Digital Consumer Portrait. • July 2007 – February 2011

Device & Usage Trends

Smartphones Are The New Phone

• More than a third of mobile owners have a smartphone

But, Things Are Not What They Seem…

The Surprise Finding That Will Shift Our Thinking

Pleasantly Confused Consumers

• 25% of Smartphone owners call their phone a ‘regular’ phone, aka, not smart

• These consumers do not act like the typical smartphone user, but they don’t act like the typical regular phone user either

Forrester included this as part of their 2011 predictions

– it’s already happening

Activities Done At Least Once a Week

What Does This Mean?

We Are Not Dealing With a Homogenous Group of Smartphone Users Anymore

Users Cannot Live By Apps Alone

Mobile Doesn’t Necessarily Mean Mobile

Mobile & Shopping Behaviors

Where Have You Used Your Mobile Phone?

In a store87%

At a Sporting event38%

In a doctor’s office or hospital

57%

While flying on a plane14%

During church service9%

During a movie at the theatre22%

Mobile as Important For Pre-Shopping as In-Store

I Want This Please

• 17% of Mobile Users have shown a clerk in a store a picture of a product on their mobile phone

QR Codes

QR Codes…For Some

• 17% of smartphone owners have downloaded a QR reader application

• Heavily concentrated in the 25-34 year old group, with males, and iPhone and Blackberry users

• Limited appeal to scanning a QR code to receive a coupon – only 10%

• 20% Smartphone owners; 13% Males vs. 7% Females

• Scanning a QR code is not an experience happening all the time

• 25% of Smartphone owners report doing this Always or Almost Every time in the store

Mobile Coupons

Email, Text are Popular for Mobile Coupons

Have you ever…  18-24 yr old 25-34 yr old 35-44 yr old Smartphone

Shown an email coupon to a clerk using your mobile phone 15% 20% 23% 26%Used a coupon you received in a text message 15% 23% 25% 28%Used a coupon you found in a mobile application 18% 19% 15% 23%Downloaded a coupon to print later 15% 22% 19% 26%Downloaded coupon to store loyalty card 11% 14% 10% 15%

More than 1/3 of Smartphone Owners Look For or Use Coupons In-Store

Grocery is the Most Popular Mobile Coupon

50% say they have made a special trip to a store after receiving a mobile coupon

Again, Text & Email are Preferred

Mobile Commerce

Shopping on Mobile Isn’t One or the Other• 56% of Smartphone owners have visited a retail store website on their

phone

Lots of Stores Are in the Moderately Visited Bucket

Most activity is driven by iPhone users

18% of Mobile Owners Have Purchased Something on Their Phone; 35% of Smartphone Owners

Knowing Who I Am & Giving Me a Reason Will Encourage Me to Buy on My Phone

Texting with Companies

• When asked how many brands they’d be willing to receive text messages from, consumers say around 2

• Which companies are top of mind when we asked consumers which ones they’d most like to receive text messages from? Most mentioned are retailers…

• Wal-Mart

• Amazon

• Target

• Apple

• eBay

1 out of 3 People Are Receiving Text Alerts

Signed up for some text alert

38%

Weather 15%Banks or other financial 13%Sports 11%Stores 9%Restaurants or bars 8%Airlines 7%Traffic 7%Music groups 6%Food or drink products 6%Radio stations 6%Other 6%Magazines 5%

Text Messages Are Not a Substitute for Email

• For Smartphone owners, 24% of their email is read on the mobile phone (only 4% for Regular phone owners)

Mobile Norms & Best Practices

The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing over one thousand online ad effectiveness campaigns and over one hundred mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns.

Mobile Best Practices: Creative Development

• Copy needs to follow the guideline of ‘the shorter the better’• Number of words ranged from 5 -16 depending on the size of the units

• Connect with the consumer• Either entice them with a need, make things relevant on a personal level

and/or use the words “Get” and “You”

• Logo size and placement is important• Logo or product name should take up at least a third of the total ad unit and

be placed on the left side

• Everybody loves a picture• Incorporate some imagery rather than featuring only plain copy

• Cool hues rule• The background color of the best performing campaigns leaned more

heavily towards the cool end of the color spectrum

Think Mobile!InsightExpress is leading the future of marketing research.

Joy Liuzzo

Senior Director, Mobile Research

(203) 252-7005

[email protected]