inmobi insights - consumer electronics: smart devices

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  • US Vertical Insights !

    Consumer Electronics: Smart Devices (Smartphones & Tablets) !

    February - 2015

  • TABLE OF CONTENTS1. Objectives & Key Insights

    2. Mobile Device Consumer Prole

    3. The Role of Mobile in Shopping

    4. Mobile Ad Receptivity

    5. Personas

    6. Tips to Combat Showrooming

    7. Path to Purchase

    8. Research Methodology

  • OBJECTIVES AND KEY INSIGHTS

  • OBJECTIVES Establish a prole of Smart Device purchase intenders

    Understand Mobile Media consumption for Smart Device purchase

    Measure receptiveness to Mobile Advertising

    Illustrate the path to purchase for Smart Device purchase

  • KEY INSIGHTS Mobile is the preferred media channel for smart electronics

    information; 91% use their mobile devices to help them shop

    and 42% prefer using their devices to research smart electronics

    information vs. just 29% desktop/laptop research

    77% of Smart shoppers are Mobile Showroomers; 41% nd better prices elsewhere and 37% compare products or brands

    4 out of 5 Smart shoppers imagine mobile advertising of smart electronics could inuence their electronics purchase

    Smart shoppers are most attracted to mobile ads with deals/ promotions (56%) and rich media ads featuring new products

    and product specs

  • MOBILE DEVICE CONSUMER PROFILE

  • A SMART DEVICE is an electronic device, generally connected to other devices or network that can work to

    some extent interactively and autonomously1

    1Source: Wikipedia, Smart Device, Last modied October 2014

  • 3 Month Purchase Intent of Smart Devices

    Q: I am planning on shopping for or purchasing the following smart electronics within the next 3 months. Select all that apply; Base: US Smart shoppers n = 371 * denotes not necessarily a smart electronic - used for comparative purposes

    48% Smartphone

    43% Tablet/ Laptop Hybrid

    39% Tablet

    10% Smart watch

    9% Portable game device*

    9% Portable MP3 player*

    9% Wearable health/ tness monitor

    8% Smart glasses

    8% eReader

  • 15 - 17

    18 - 34

    35 - 54

    55+ 24%

    34%

    41%

    6%

    Age

    $35,746Average Yearly Income

    54% 42%

    Demographic Breakdown of

    SMARTPHONE SHOPPERS

    15 - 17

    18 - 34

    35 - 54

    55+ 32%

    33%

    30%

    4%

    Age

    $32,587Average Yearly Income

    Demographic Breakdown of

    TABLET SHOPPERS

    *Tablets encompass tablets, tablet/ hybrids, eReaders

    52% 44%

    Base: US Smartphone shoppers n = 179; Base: US Tablet shoppers n = 265

  • Price, screen size and screen quality are the most important factors when considering what smartphones to purchase

    Q: When deciding which smartphones to purchase, what features are most important to you? Select top 3 features; Base: US Smartphone shoppers n = 113 (See: page 13 for full chart)

  • Price, compatibility with other devices, screen size and screen quality are the most important factors when

    considering what tablets to purchase

    Q: When deciding which smartphones to purchase, what features are most important to you? Select top 3 features; Base: US Smartphone shoppers n = 184 (See: page 13 for full chart)

    Tablet shoppers are 58% more concerned about device compatibility than smartphone owners, l ikely because smartphones are a lready consumers primary devices !Smartphone shoppers are 34% more interested in device camera quality and features than tablet shoppers, likely because their smartphones are always with them and are often used in lieu of actual cameras

  • THE ROLE OF MOBILE IN SHOPPING

  • Users on InMobis network spend 3.6 hours consuming mobile media per day

    Print 0.9 hr

    Radio 1.5 hr

    Computer 1.9 hr

    TV 2.2 hr

    Mobile 3.6 hr

    The average mobile web user in the US consumes more mobile

    media than any other type

    10.1 HOURSof media per day

    Source: US Mobile Media Consumption Study, InMobi, Feb 2014 Base: US Mobile Internet Users, n = 1012

  • Sites and apps Smart Shoppers frequent

    69% 56% 54%

    50%

    44%

    17%

    49% 48%

    41%

    17%

    32%

    Games Weather Social Media

    Utilities

    Entertain-ment

    Fitness

    Chat/ Messaging News

    Shopping Sports

    FinanceQ: What types of applications or web content do you access regularly (at least weekly) on your mobile devices? Select all that apply; Base: US Smart shoppers n = 305 (See: page 17 for additional chart)

    Smart shoppers frequently access sites and apps on

    their mobile devices* at least

    weekly

  • Mobile phones

    Desktop PC or laptop

    In person at a physical store location

    Tablets

    Talking with co-workers

    Talking with friends or family

    TV

    Print (Magazines and newspapers)6%

    10%

    12%

    14%

    27%

    31%

    31%

    40%

    5%

    11%

    13%

    13%

    25%

    23%

    31%

    51%

    Most Preferred Media Channels for Smart Electronics Research

    Mobile surpasses online and in-store research for electronics information

    Q: How do you typically research information about smart electronics? Select top 2 sources; Base: US Smartphone shoppers n = 179 Base: US Tablet shoppers n = 265

  • 77% of Smart Shoppers are Mobile Showroomers

    Top Showrooming Habits of Wearable Shoppers

    41%

    Select all that apply. When I shop for smart electronics while at physical store locations, I use my mobile devices to; Base: US Smart shoppers n = 371

    37%

    33%

    30%

    26%

    23%

    Find better prices

    Compare products or brands

    Read consumer reviews

    Ask friends/ family for advice

    Research brand information

    Look for general info & tips

    Change Image

  • MOBILE AD RECEPTIVITY

  • Smartphone shoppers have high expectations for mobile ads

    87%

    86%

    83%

    82%

    86%

    63%

    Introduce you to something new . . .

    Provide you with better options . . .

    Help you nd something nearby . . .

    Inuence your purchase . . .

    Provide the best deals for you

    Inuence you to switch brands

    Do you imagine mobile advertising of Smart electronics could...

    Q: Do you imagine mobile advertising of Smart electronics could; Base: US Smartphone shoppers n = 179

  • Tablet shoppers also have high expectations for mobile ads

    91%

    87%

    84%

    84%

    89%

    62%

    Provide you with better options . . .

    Provide the best deals for you . . .

    Inuence your purchase . . .

    Help you nd something nearby . . .

    Introduce you to something new . . .

    Inuence you to switch brands

    Do you imagine mobile advertising of Smart electronics could...

    Q: Do you imagine mobile advertising of Smart electronics could...; Base: US Tablet shoppers n = 265

  • PERSONAS

  • Male vs. Female Shoppers

  • Male vs. Female Smartphone Shoppers

    Top Features

    Base: US Male smartphone shoppers n = 96; Base: US Female smartphone shoppers n = 76

    Income: $41,844Age: 36

    Income: $29,015Age: 40

    Mobile is the most preferred media channel for smart electronic information consumption for both male and female smartphone shoppers !Women prefer mobile phone research 17% more than their male counterparts and are 24% more likely to learn about electronics through talking with friends or family than male shoppers !Although about one-third of both male and female shoppers own tablets, male shoppers are nearly 3x as likely to research electronics information on their tablets than female shoppers

    Information Consumption & Research

    !Male and female smartphone shoppers both rank price, screen size and quality, and ability to multitask as the three most important factors inuencing purchase decision; however, female shoppers are more price conscious, valuing price 27% higher than male shapers

    Ad Preference

    New products/ specs

    Promotions/ deals

    Rich media

    38%37%31%

    Rich media

    Promotions/ deals

    Save to view later

    60%39%39%

    Message Association

    I love to travel

    I depend on electronics to make me ecient in life and save me time

    48% 50%

  • Millennials vs. Baby Boomers

  • Millennial vs. Baby Boomer Smartphone Shoppers

    Top Features

    Age: 30 Age: 55

    Both Millennials and Boomers prefer mobile phones to other other media channels for electronics information consumption. Millennials, in particular, prefer mobile phones (68%) vs. just 23% in person at a physical store location and 20% via desktop/ laptop. 48% of Boomers prefer mobile phones vs. 40% desktop./ laptop and 31% in person at a physical store location. !Millennials are most likely to use their mobile devices to compare prices (41%) and compare brands (34%) or products (33%). Boomers prefer to research deals (40%) and user reviews (40%).

    Information Consumption & Research

    Ad Preference

    Rich media

    Promotions/ deals

    New products/ specs

    48%42%41%

    New products./ specs

    Promotions/ deals

    Store locator

    65%44%39%

    Message Association

    I love to travel38% 43%

    M B

    Device compatibility

    Price

    Screen size and quality

    51%34%24%

    Wireless compatibility

    Price

    Screen size and quality

    38%37%30%

    M B

    M

    M

    B

    BI depend on electronics to make me ecient