google mobile in store research studies

8/12/2019 Google Mobile in Store Research Studies

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Mobile In-Store Research

How in-store shoppers are using mobile devicesApril 2013


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Google Shopper Marketing Agency Council

The Google Shopper Marketing Agency Council is a group of recognized shopper marketing experts, well-known for advancing client's brands along the digital path-to-purchase. This group, in collaboration with

Google, seeks to ignite digital thought leadership among Shopper Marketers. The council is focused ondriving digital shopper thought leadership, cultivating insightful research, and developing transformational

toolkit solutions for marketers. Follow us on Google+ for more information.

Core Council members include:

Research created in conjunction with:

Charlie ndersonSVP Shopper Marketing, Project Worldwide

Heidi FrosethSVP, Target Team Leader, Catapult/RPM

Brian KristofekPresident & CEO, Upshot

Tina ManikasEVP, Global Retail O"cer, DraftFCB

Mike PaleySVP Shopper Marketing & Experiential, The Marketing Arm

Matt EgolPartner, Booz Digital

Beth nn KaminkowPresident & CEO, TraceyLocke

Ken MaddenEVP, Head of Digital North America, OgilvyAction

Morgan McalenneySVP, TBWA/Digital Arts Network, The Integer Group


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02 Note: Weights applied to re!ect the demographic pro"le of U.S. smartphone owners based on 2012 MRI data.

Background: Research collaboration with Google, M/A/R/C Research, and top shoppermarketing agencies to uncover the role & opportunities for mobile in the shopping experience.

QualitativeUsed to inform quantitative:

QuantitativeTiming: Q4 2012

1,507smartphone owners who use mobile devices forshopping, completed a 3 part survey for a shopping trip.

General Habits & Pro!ling

In-Store Activities

Shopping Trip Re"ections

Shop-along

ethnographies

5Bulletin Boards4

Self-Ethnographies

20Timing: 2012Q3

Methodology


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03

Frequentsmartphoneshoppers, de!ned as:

1. Use mobile to assist in shopping

at least once a week.2. Agree highly:

Use my mobileto make everyday

tasks easier.

Use my mobileto researchproducts.

Routinelylook for new

mobile apps.

Methodology

17% 79%of smartphone

owners aresmartphone

shoppers

Standardsmartphoneshoppers, de!ned as:Using a smartphone to assistwith shopping at least once amonth or more.

62%


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04

Key Takeaways

Mobile search is thestarting point.Instead of going directly to asite or app, 82% of shoppersuse search engines forbrowsing productinformation while in-store.

The retail landscapeis evolving for all industries.Mobile use in stores is not category speci!c-Nearly2/3of baby product shopperscompare prices in-store.

Smartphones aretransforming the in-storeshopping experience.8 in 10 smartphone shoppersusemobile in-store to help with shopping

Shoppers who usemobile morespend more in-store.Frequent mobile shoppers

spend 25% more in-storethan people who onlyoccasionally use a mobilephone to help with shopping.


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19

Research Sections

Section 1Mobile in"uences thepath to purchase &increases basket sizes

Section 2Mobile empowersshoppers

Section 3Shoppers rely onsearchfor productinformation

Section 4Shoppers use mobiledevices across allproduct categories


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Mobile in"uences thepath to purchase &increases basket sizes


8/3721 Please check how you used your smartphone for pre-shopping. N=1507

of smartphone shoppers use theirphone for pre-shopping activities

58%

Find location/directions

57%

Browse

44%

Make pricecomparisons

44%

Find hours

43%

32% 31% 30%

Find where speci!cproducts are sold

19%

Find productavailability in-store

31%

Find productreviews

Find promoo#ers

Find productinformation

Use to makeA purchase

90%


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10/3706 Please check how you used your [smartphone] while shopping inside the physical store.

Were seeing this across categories.

Appliances

In-store smartphone use for any shopping activity

Grocery

Baby Care

ElectronicsHouseholdCareHealth &Beauty

Apparel

Pet Care 71%

80%

81%

86%

87%

87%

89%

97%(102)

(137)

(203)

(206)

(187)

(198)

(1375

(99)


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07 Base: smartphone shoppers (n-1,507)In total, approximately how much time did you spend on shopping related activities for [CATEGORY] on your mobile device while in the store(s) you visited?

15+per store visitminutes

Almost halfuse mobile for


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09 Base: use smartphone in-store (n-1,480)At any time during your shopping experience, did you use your mobile device to "nd information or answer questions that you would have otherwise asked a store employee?

Self-help is becoming the new norm

1in3shoppers use theirsmartphones to !nd

information instead ofasking store employees


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23 Base: use smartphone in-store . At any time during your shopping experience, did you use your mobile device to"nd information or answer questions that you would have otherwise asked a store employee?

In some categoriesthis self-help trend

dramatically increases

Appliances

55%

Electronics

48%

Baby Care

40%

Household Care

39%

(99)

(102) (203)

(135) (185)


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Mobile empowersshoppers


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25 Base: smartphone shoppers n=1507. In general, what three things do you like most about using your mobile device to assist you in shopping?

Bene!t of using mobilephone for shopping

Convenience andsavings are leadingdrivers of mobile use

Saves meTime

51%

Saves meMoney Makes LifeEasier

44% 42%


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10 Base: smartphone shoppers (n-1,507)Please check how you used your smartphone while shopping inside the physical store.

Cost savings are important to in-store consumersand so is !nding your business

53%Make price comparisons

39%Find promotional

o#ers

/

35%Find hours

36%Find location/ directions


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26 Please check how you used your [smartphone] while shopping inside the physical store.

In-store price comparisons are the most commonshopping activity across all categories

Appliances

74%

Electronics BabyCare

HouseholdCare Pet Care

Health &Beauty Apparel Grocery

70% 62% 58% 51% 46% 44% 36%

In-store smartphone use for mobile price comparisons

(375)(102) (206) (203)(198)(187) (99)(137)


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Shoppers rely on searchfor product information


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28 Base: Use smartphone to perform activity when shopping. Which of the following resources did you use for {activity} in the physical store?

82%of shoppers use search

engines when browsingproduct info in-store


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11 Base: Use smartphone to perform activity when shopping. (n=486) Q: Which of the following resources did you use for {activity} in the physical store?

Consumers choose search as their #1 in-storeresource to help research products

Search Engine82%62% StoreWebsites

50% BrandWebsites21% StoreApps

20% DealWebsites


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29 Base: Use smartphone to perform activity when shopping. Q: Which of the following resources did you use for {activity} in the physical store?

Consumers choose searchas their #1 in-store resource


30% BrandWebsites

25% ComparisonSites

21%ScannerApps

Search Engine63%59% StoreWebsites38% BrandWebsites

36% DealWebsites

35%Promo

noti!cationfrom emailor text

Make price comparisons Find promotional o#ersFind where productsare sold


39% BrandWebsites

24% StoreApps

17%BrandApps

(374) (794) (654)


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12 Base: Total Respondents; n=1507.Q Do you prefer to use mobile web sites or apps while shopping for [CATEGORY] using your mobile device? QWhy do you prefer to use [mobile web sites/apps] while shopping for [CATEGORY] using your mobile device?

Mobile sites are preferred overapps by in-store shoppers

65%PreferMobileSites

35%Prefer Apps


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Implications for businesses

Mobile marketing isnt anoption; its an imperative

Mobile can be used to

get customers to thestore and can help keepthem there

Meet the showroomingchallenge head-on

Recognize the pivotal roleof mobile to your overallmarketing strategy

2

34

1


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Mobile marketing isnt an option;its an imperative

In-store shoppers are looking for product information and theyre turning to theirmobile device to !nd it. The mobile device, always on and always with shoppers,

is one of the biggest in"uencers in the store today; it presents tremendousopportunities for marketers across industries to connect with potential customers--wherever they are,

whenever theyre searching for your products.


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16

Mobile can be used to get customers tothe store and can help keep them there

Allow customers to nd yourbusiness on mobile.In addition to having a mobile website, businessesshould use it to prominently display retaillocations and phone numbers.Own the digital shelf.Make it easy for shoppers to !nd productinformation, promotional o#ers, or otherinformation about your businesson their smartphones when in-store.

Adapt your marketing messageto the consumers context.Taking into account things like location, time ofday and device allow you to reach people withmore relevant messages.


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Embrace mobile use in-store.Its going to happen, so !nd a way to takeadvantage of it. Having a wide inventory ofecommerce products, store maps, and productinformation QR codes are just some of the waysto connect with mobile users.

Improve the in-store experience.O#ering expert service from salespeople orinteractive product demos can help distinguishyour in-store experience from online shopping.

Have a strategy to address pricecomparisons.

Using price match guarantees, stocking uniqueproduct bundles, and creating store speci!cbrands and products are just some of the stepsthat businesses can take.

Meet the showroomingchallenge head-on


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Shoppers use mobiledevices across allproduct categories


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31 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=375

Shoppers use mobile phones in-storewhen shopping for apparel

43%


Find promoo#ers

Find location /directions

Find hours

43% 34% 34%


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32 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store].. N=206

Shoppers use mobile phones in-storewhen shopping for electronics

70%


51%

Browse

45%

Find productreviews

45%

Find hours

42%


42%

Find location /directions

40%

Find promoo#ers

35%


32%



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Shoppers use mobile phones in-storewhen shopping for appliances

75%


73%


64%

Find promoo#ers

62%

Browse

58%

Find hours

53%

Find productreviews

46% 45%


41% 38%

Use to make apurchase




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Shoppers use mobile phones in-storewhen shopping for health & beauty

46%


42%


40%

Find promoo#ers

43%

Find hours

35%

Browse


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Shoppers use mobile phones in-storewhen shopping for household care

58%


41%


36%

Browse

34%

Find promoo#ers

32%



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Shoppers use mobile phones in-storewhen shopping for pet products

58%Make price

comparisons


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Shoppers use mobile phones in-storewhen shopping for baby products

62%


42%

Browse

39%


37%

Find promoo#ers

37%

Find hours


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Mobile In-Store ResearchHow in-store shoppers are using mobile devices

google mobile in store research studies

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