1 © GfK Belgium | 20 October 2015 | Mobile Day Unpacking the digital consumer The impact of TV, digital and mobile campaigns on consumer sales Bert Hendrickx, GfK Belgium, October 2015
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1© GfK Belgium | 20 October 2015 | Mobile Day
Unpacking the digital consumerThe impact of TV, digital and mobile campaigns on consumer sales
Bert Hendrickx, GfK Belgium, October 2015
2© GfK Belgium | 20 October 2015 | Mobile Day
A COFFEE AND A SMARTPHONETODAY, ARE JUST THE CIGARETTE AND NEWSPAPER OF 20 YEARS AGO.
3© GfK Belgium | 20 October 2015 | Mobile Day
I CHEATED
4© GfK Belgium | 20 October 2015 | Mobile Day
On-the-go traffic generator
Shared entertainment hub
Productivity workhorse
5© GfK Belgium | 20 October 2015 | Mobile DayIt’s not about separate use
6© GfK Belgium | 20 October 2015 | Mobile Day
Bigger screensdrive market growth Mid-range
segment under
pressure
4G forAlways On
Rise of APAC
7© GfK Belgium | 20 October 2015 | Mobile Day
Mobile instore #1Advice
31%
20-29y
51%
8© GfK Belgium | 20 October 2015 | Mobile Day
Mobile instore #2Pictures
25%
20-29y
40%
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Mobile instore #3Price comparison
21%
20-29y
28%
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Slow adaptation ofmobile payment
42% Gimmick
33% Clunky
49% Security
11© GfK Belgium | 20 October 2015 | Mobile DaySource: GfK Online Access Panel (Belgium), N = 7926, january 2015 | image: http://www.mobile-for.be
1 in 3 Belgian consumers used SMS payment in 2014
12© GfK Belgium | 20 October 2015 | Mobile Day
1945
13© GfK Belgium | 20 October 2015 | Mobile Day
2015
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Let‘s pay with a Selfie
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Source: BeCommerce Market Monitor
Penetration of mobile purchases (Q2 2015)
Smartphone
+1pts from Q1
11%
Tablet
+1pts from Q1
15%
16© GfK Belgium | 20 October 2015 | Mobile Day
Source: BeCommerce Market Monitor – Q2 2015 | Average basket size per device per purchase
Changing purchase behavior per device
€ 111
€ 104
€ 50
17© GfK Belgium | 20 October 2015 | Mobile Day
Global Marketing Budgets by Medium (GMI september)
Source: Warc GMI September
18© GfK Belgium | 20 October 2015 | Mobile Day
Two major challenges for measurement
Click-based optimisation and measurement leads to poor resource allocation
Most existing measurement uses cookies which do not work in mobile apps
19© GfK Belgium | 20 October 2015 | Mobile Day
PEOPLE-BASED MARKETING MEASUREMENT IS CRUCIAL AS CONSUMERS TOGGLE DEVICES
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Desktop / laptop
TV, radio, print
Smartphone, tablet
People-based measurement
21© GfK Belgium | 20 October 2015 | Mobile Day
Finding the FBID in GfK’s HTML traces
22© GfK Belgium | 20 October 2015 | Mobile Day
Uplift factor: increased likelihood of purchase after controlling for promotion, loyalty and demographics
The impact of different channels on reach and sales
TV
Facebook mobile
Analysis of 7 FMCG campaigns in 2015
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1.12
Facebook sells FMCG in a comparable way to TV
Overall impact on sales
Uplift factor: increased likelihood of purchase after controlling for promotion, loyalty and demographics
1.26
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ENGAGING FORMAT
ENGAGED AUDIENCE?
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Uplift factor: increased likelihood of purchase after controlling for promotion, loyalty and demographics
Uplift factor among people exlusively reached by TV or Facebook
1,03 1,94
27© GfK Belgium | 20 October 2015 | Mobile Day
7 FMCG campaigns
Uplift factor: increased likelihood of purchase after controlling for promotion, loyalty and demographics
Mobile impact higher than Facebook average
1 2 3 4 5 6+1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
Facebook Mobile
TV
Impressions per week
Uplif
t Fac
tor
1,21
1,46
1,70
28© GfK Belgium | 20 October 2015 | Mobile Day
#MOBILEDAY2015
@Bloovi
@BHENDRICKX88
@GfK Include mobile to increase campaign reach and impact.
It’s not about mobile only: device switching behavior comes naturally.
Mobile disrupts both digital and traditional shopper behavior.
123
Key take aways
29© GfK Belgium | 20 October 2015 | Mobile Day
Stay in touch
Bert HendrickxSenior Research ExpertDigital Market [email protected]@bhendrickx88
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