LONDON - SINGAPORE - DUBAI OnDeviceResearch.com October 2016 Understanding the MCommerce market place.
...andthisisaglobalphenomenon
Base:AllParticipatingCountries'Average(3800),permarket(200),male(2286),female(1514)
Significantlyhigher/lower.Testedat95%confidenceinterval
APAC
SouthAmerica
NorthAmerica
Europe 75%
76%
71%
77%
Pleasenote:APCA=AllParticipatingCountries'Average
OnDeviceResearch
• OfficeinLondon,SingaporeandDubai• Firsttomeasurein-appadvertisingusingdeviceIDs• 35millionmobilesurveysin92countries,forclientssuchas:
Weusemobiletohelpbrandsandtheiragenciesmeasure
marketingeffectivenessandunderstandconsumerinteractions
Method:- 22questionmobilesurveywasdesignedandfieldedin19markets
ResearchMethodology
FieldworkPeriod:August2016
SampleTarget:- N=200permarket- N=3800intotal
Mobilecommerceisnotsporadic,itispartofconsumersdailylives68%purchaseonamonthlybasisinIreland
Frequencyofmobilecommerce
AllPar_cipa_ngCountries'Average(APCA) Ireland
33%34%
42%43%
26%23%
Daily/Weekly Monthly AFewTimesAYear
Pleasenote:APCA=AllParticipatingCountries’AverageBase:AllParticipatingCountries'AverageAPCA(3800),regional:Europe(1400),NorthAmerica(600),SouthAmerica(800),APAC(1000)
Significantlyhigher/lower.Testedat95%confidenceinterval
UKCanadaFranceTurkeyBrazilIrelandChileAPCAAustraliaUS ChinaPeruMexicoSingaporeColombiaAustriaJapanNorwayNewZealandSweden
73%73%75%75%
77%78%78%79%79%79%80%80%80%81%84%84%85%85%
87%89%
Thisisabovetheglobalaverageof80%formobilecommercesatisfaction
MobileCommerceSatisfaction
Base:AllParticipatingCountries'Average(3800),permarket(200)
Significantlyhigher/lower.Testedat95%confidenceinterval
Pleasenote:APCA=AllParticipatingCountries'Average
Ireland
36%
31%
17%7%9%
DisagreestronglyDisagreeslightlyNeitherAgreeslightlyAgreestrongly
Asaresultoftheirsatisfaction,62%plantopurchasemoreproductsorservicesviatheirdeviceinthenext6months.
%Agree: 62%
Base:AllParticipatingCountries'Average(3800),permarket(200)
Significantlyhigher/lower.Testedat95%confidenceinterval
Pleasenote:APCA=AllParticipatingCountries'Average
Base:AllParticipatingCountries'Average(3800),permarket(200)
Significantlyhigher/lower.Testedat95%confidenceinterval
Pleasenote:APCA=AllParticipatingCountries'Average
MobileCommerceCategories
FashionTickets
Smartphone/tabletgameorappDigitalMedia
TravelToysandGamesPhysicalMedia
Air_me/dataforasmartphoneHealthandbeautyproducts
Transporta_onservicesPublicServicesPayments
Food/groceriesRestaurants,bars,coffeeshops
ItemsforyourhomeConsumerelectronics
0% 15% 30% 45% 60%
19%20%21%
24%25%26%26%26%
31%31%
34%35%35%
40%53%
Ireland
Base:AllParticipatingCountries'Average(3800),permarket(200)
Significantlyhigher/lower.Testedat95%confidenceinterval
Pleasenote:APCA=AllParticipatingCountries'Average
MobileCommerceCategories
FashionTickets
Smartphone/tabletgameorappDigitalMedia
TravelToysandGamesPhysicalMedia
Air_me/dataforasmartphoneHealthandbeautyproducts
Transporta_onservicesPublicServicesPayments
Food/groceriesRestaurants,bars,coffeeshops
ItemsforyourhomeConsumerelectronics
0% 15% 30% 45% 60%
24%25%
18%25%25%
24%23%
27%30%
33%30%
32%43%
36%41%
Global Ireland
Mobilecommercemakeslifeeasier
Pleasenote:APCA=AllParticipatingCountries'AverageBase:AllParticipatingCountries'AverageAPCA(3800),regional:Europe(1400),NorthAmerica(600),SouthAmerica(800),APAC(1000)
Significantlyhigher/lower.Testedat95%confidenceinterval
MoMvaMonsforMobileCommerce-Ireland
Tosave_me
Itwasconvenient
Couldn'tfinditinstore
Togetthebestpricepossible/savemoney
It'ssaferthancarryingcash
Togetsomethingimmediately/didn'twanttowait
Forentertainment
It'stheonlywayformetopurchaseitemsonline
Adver_singpromptedme
0% 13% 25% 38% 50%
8%
8%
21%
28%
28%
32%
33%
45%
47%
Trustissuesabarriertomoreadoptionstatedby48%inIreland
Pleasenote:APCA=AllParticipatingCountries'AverageBase:AllParticipatingCountries'AverageAPCA(3800),regional:Europe(1400),NorthAmerica(600),SouthAmerica(800),APAC(1000)
Significantlyhigher/lower.Testedat95%confidenceinterval
Barrierstoincreasedpurchase
AnyTrustIssue
Ihavenoneedto
Idon'twanttosharepersonalinforma_on
Idon'ttrustthesecurity
It'stooexpensive
I'vereadorheardnega_veexperiences
Nothingpreventsmefrompurchasingmore
Ittakestoolongtotransactonmobile
Ihadapreviousbadexperience0% 13% 25% 38% 50%
11%
11%
12%
14%
16%
18%
24%
34%
48%
60%havefoundanewproductorservicetobuyviasocialmedia
Towhatextentdoyouagreewiththefollowingstatements?Ioftendiscovernewproductsorservicestobuyonsocialmedia
Base:AllParticipatingCountries'Average(3800),permarket(200)
Significantlyhigher/lower.Testedat95%confidenceinterval
Pleasenote:APCA=AllParticipatingCountries'Average
AllPar_cipa_ngCountries'Average(APCA) Ireland
26%28%
34%32%
19%23%11%9%11%8%
DisagreestronglyDisagreeslightlyNeitherAgreeslightlyAgreestrongly
%Agree: 60% 60%
AllPar_cipa_ngCountries'Average(APCA) Ireland
22%21%
33%32%38%36%
42%43%
51%49%
Lookforabelerprice Lookformoreinforma_onLookforproduct/servicereviews Lookforanalternate/belerproduct/brandAskforadvicefromfriendsorfamily
Consumersusetheirdevicestoshowroomwheninstore.49%dosobylookingforabetterprice,43%tolookformoreinformation.
Q20.Whichofthefollowingdoyouregularlydoinstorewithyoursmartphoneortablet?Selectallthatapply.
Base:AllParticipatingCountries'Average(3800),permarket(200)
Significantlyhigher/lower.Testedat95%confidenceinterval
Pleasenote:APCA=AllParticipatingCountries'Average
OnDeviceResearchstorevisitationproductprovesmobileadsdrivefootfall.E.g.45.2%IncreaseinStoreVisitation
Control
Test
-39.4%
Test
Control
-25.5% Unadjusted VisitationDifference
BasePeriod CampaignPeriodCampaignPeriod
Adjusted
CampaignImpact +13.9%
-39.4% ExpectedDifference
MobileAdvertisingNorms–BrandMetrics
DeltaDifference
SpontaneousAwareness-1stmention
SpontaneousAwareness-Total
AdRecall
BrandConsideration(Top3)
PurchaseIntention(Top2)
+10
+16
+9
+4
+6
Mobilecreativehasahugeimpactoneffectiveness
Theimpactofemo_oninmobileadver_singonbrandmetricsAverage%deltabetweencontrolandexposedgroups:topvsbolom
performingadsbyemo_onalresonance
SpontaneousAwareness AdRecall BrandConsidera_on PurchaseIntent
2%3%3%
11% 11%
7%9%
23%
TopEmo_onQuin_le BolomEmo_onQuin_le
Delta+6%
Delta+4%
Delta+9%
Delta+12%
• 80%ofsmartphoneownersinIrelandpurchaseontheirsmartphone,andtheirpurchasingissettoincrease
• Convenienceisthemajormotivation• Mobileadvertisingworksatallstagesofthepurchasefunnel,butdon’tforgetthepowerofgoodcreative
Summary