Vertical Insights: Consumer Electronics: Smart Wearable Devices Photo Credit: Giuseppe Costantino / Shutterstock.com Path to Purchase US mobile users spend more than 1/3 of their media time on mobile, averaging 3.6 hours on their smartphones and tablets per day. Target wearable consumers on the mobile sites and apps they are most likely to frequent ·Mobile is the preferred media channel for smart wear- able electronics information, and consumers are likely to turn to mobile for more information after seeing ads on other channels. Construct a comprehensive cross-me- dia campaign that leverages the mobile media multiplier ·Wearable shoppers are Mobile Window Shoppers; 86% use their mobile devices while they are shopping in stores. Leverage mobile to help combat Showrooming Wearable consumers are very receptive to mobile ads; 85% feel that mobile ads could influence their electronics purchases. Design ads that speak to their personas, offer promotions, and allow them to save to view later Strategize. Execute. Measure. Optimize. Who/What/Why The Role of Mobile in Shopping Mobile Ad Receptivity Top Decision Making Factors Purchase Intent Price 41% Compatibility w/ other smart devices 47% Awareness Ad Expectations Ad Preference Wearable owners learn about new devices via: Mobile phone TV Tablet Word of Mouth Computer 90% 85% 85% Wearable consumers expect ads to: Introduce to Something New Influence Purchase Provide Best Deals Wearable consumers are most attracted to: Both deals and saving ads are prioritized over: Having pictures, sounds & photos Product Info Deals Want to save ads to view later 54% 44% 40% 38% Mobile is the preferred media channel for wearable electronics information Most Preferred Channels 96% of Smart wearable consumers use their mobile devices to help shop for smart electronics Most Helpful Info on Mobile 86% of Smart wearable consumers use their devices while shopping in stores Mobile Showrooming Habits 44% Mobile Phones 36% Desktop/Laptop 24% In-Person 41% Find better prices 38% Compare products/brands 33% Research brand info 34% Product comparison 34% Product reviews/demos 31% Deals & promotions 28% Price comparison 26% User reviews Smart Watch 51% Wearable Health/Fitness Monitor 44% Smart Glasses 41% Demographic Breakdown 46% 45% HHI $38,607 7% 29% 34% 24% 15-17 18-34 35-44 55+ Top Uses For Smart Watches Top Uses For Fitness Devices Make calls/send messages 52% To tell time 41% Take pictures or record video 36% To improve overall health 55% To lose weight 40% To track fitness goals 30% 57% 37% 30% 26% 23% | Insights [email protected] | www. inmobi.com | Follow us on @InMobi | facebook.com/inmobi Slideshare link: http://inmo.bi/1wo5TtR Methodology •Respondents recruited on InMobi’s ad network through an on-device survey using YouGov’s mobile web platform (USA, September – October 2014); results were weight- ed and targeted to be representative of the US mobile web population. •N = 75 wearable purchase intenders; wearable purchase intender is anyone shopping for or looking to purchase a smart wearable device within the next three months