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  • Mobile Audience Insights Report

    Spotlight on CPG

  • Mobile Audience Insights Report Spotlight on CPG

    Source: NinthDecimal 2014NinthDecimal.com

    Research OverviewMobiles Role in the CPG Path-to-Purchase ...................................................3

    Mobile CPG Ads Influence Consumer Behavior ............................................4

    Mobiles Role in Grocery Shopping Planning ................................................5

    How Consumers Use Mobile While Shopping ........................................ 68

    LCI: CPG Drive-to-Retail Ad Benchmark ......................................................9

    CPG In-Store Mobile Ad Engagement Trends .............................................10

    Our CPG Insights report focuses on understanding how mobile is impacting consumers path-to-purchase behaviors within the Consumer

    Packaged Goods industry. Specifically, the report analyzes grocery shoppers mobile adoption trends & behaviors, indicating key opportunities

    for marketers to engage them before, during & after their shopping experience.

    The report goes into several key areas of analysis. The first examines how growing mobile usage is reshaping shoppers behavior before they

    go to the grocery store & while in-store. The second assesses mobiles role in coupons, grocery apps & online grocery shopping. The third

    assesses trends in CPG mobile ads, as well as how these ads influence consumer engagement.

    Key Findings 70% of consumers tried a new CPG product or brand after seeing a mobile ad in 2014 a 49% increase over 2013.

    59% of consumers use their mobile device while grocery shopping a 16% increase over 2013.

    CPG mobile ads drove 75% more store visits than similar shoppers who didnt see the ads.

    56% of grocery shopping app users are millennials.

    69% of online grocery shoppers use their mobile device to purchase.

    2

    2013

    of consumers tried anew CPG product/brandafter seeing a mobile ad

    2014

    INCREASE

    70% 49%

    Source: NinthDecimal 2014

  • Mobile Audience Insights Report Spotlight on CPG

    Source: NinthDecimal 2014NinthDecimal.com

    How Consumers Use Mobile in the CPG Path-to-Purchase

    3

    Discovery Planning Shopping

    68%use their mobile device

    while grocery shopping

    86% 59%use their mobile device

    to discover CPG brands/products

    use their mobile device to prepare for grocery

    shopping

    42% research nutritional info

    37% research brand/product info

    28% watch product videos

    69% find/save coupons

    59% create shopping lists

    35% browse recipes

    42% review shopping lists

    37% search for discounts/promos

    27% get competitor pricing

  • Mobile Audience Insights Report Spotlight on CPG

    Source: NinthDecimal 2014NinthDecimal.com 4

    Mobile CPG Ads Influence Consumer Behavior

    Source: NinthDecimal 2014

    Food PersonalCare

    HouseholdSupplies

    Beverages

    51% 42% 36% 30%

    70% of consumers tried a new CPG product/brand after seeing a mobile ad in 2014 a 49% increase from 2013.

    Food & personal care purchases are most influenced by mobile ads.

    An average of 41% of consumers between the ages of 34 & 55 engage with CPG mobile ads more than any other age group.

    Women are more likely to engage with mobile ads for personal care products (67%) than with other CPG ads, whereas men engage the most with food/beverage ads (45%).

    CPG Products Purchased as a Result of Mobile AdFood/beverage ads

    Personal care product ads

    Household product ads

    Whos Engaging With CPG Mobile Ads?

    Male

    Male

    Male

    Female

    Female

    Female

    Ages 34-55

    Ages 34-55

    Ages 34-55

    Ages 56+

    Ages 56+

    Ages 56+

    Ages 18-33

    Ages 18-33

    Ages 18-33

    45%

    33%

    43%

    21%

    25%

    27%

    55%

    67%

    57%

    38%

    29%

    37%

    41%

    46%

    36%

    Source: NinthDecimal 2014

  • Mobile Audience Insights Report Spotlight on CPG

    Source: NinthDecimal 2014NinthDecimal.com 5

    47%

    6%

    32%

    15%

    As a mobile note

    In an app

    Emailed to themselves

    Other

    Source: NinthDecimal 2014 Source: NinthDecimal 2014

    Mobiles Role in Grocery Shopping Planning

    69% prefer to find/save coupons on their mobile vs. printing them out to bring to the store a 25% increase from 2013.

    59% create a shopping list via their mobile device, with 47% using a mobile note and 32% using an app.

    31% of consumers still use non-mobile handwritten shopping list.

    of consumers use their mobile devices for their shopping list

    of consumers save couponson their mobile device59% 69%

    Mobile 69%Save in emailon mobile device

    Save to grocery card

    Save in app

    24%15%

    31%

    10%

    20%Non-Mobile (Print coupon)

    Save to mobile wallet

  • Mobile Audience Insights Report Spotlight on CPG

    Source: NinthDecimal 2014NinthDecimal.com

    How CPG Consumers Use Mobile While Shopping

    6

    Review shopping listRe

    view

    shop

    ping l

    istSearch for

    discounts/promosSe

    arch f

    or

    disco

    unts/

    prom

    osLook up

    product/brand info

    Look

    up pr

    oduc

    t/bran

    d info

    59% of shoppers used their mobile while grocery shopping in 2014 a 16% increase from 2013. 37% of consumers use their mobile to search for discounts & 35% browse recipes while grocery shopping. Moms are most likely to use their mobile in-store to search for discounts (67%) & get competitor pricing (54%). 56% of millennials report using their mobile in-store to review their shopping list.

    Millennials* Moms*All Shoppers

    Watch product videos

    Watc

    h pro

    duct

    video

    s

    42%37%

    Browse recipes

    Brow

    se re

    cipes Get competitor

    pricing

    Get c

    ompe

    titor

    prici

    ng

    35%

    27% 25%

    12%

    56% 50% 39% 67% 35% 22% 43% 54% 23% 39% 24% 16%

    Source: NinthDecimal 2014

    *Mothers & Millennials are most active CPG audiences

  • Mobile Audience Insights Report Spotlight on CPG

    Source: NinthDecimal 2014NinthDecimal.com

    CPG Consumers Rely Heavily on Mobile for Coupon Redemption

    7

    69% prefer mobile over non-mobile methods for redeeming coupons a 41% increase from 2013.

    Of the 64% who used mobile for coupon redemption, the majority were female (61%) & between ages 3455 (48%).

    56% of consumers would prefer an easier check-out process when using mobile coupons.

    Consumers are 2.3x as likely to redeem coupons for food/beverages (71%) than for personal care products (31%).

    Source: NinthDecimal 2014Source: NinthDecimal 2014

    Source: NinthDecimal 2014

    56%: No scanning at checkout

    47%: Easier to save coupon to my mobile device from ad

    38%: Receive a coupon/offer on my mobile when I enter a store

    Improvements Consumers Want in Mobile Coupon ProcessMobile Coupon Redemption by CPG Category Top Three

    MaleFemale

    39%61%Ages 18-33

    Ages 34-55

    Ages 56+

    40%

    69% of Shoppers Redeemed Coupons Via Their Mobile Device in 2014

    71%

    53%

    31%

    Food/beverages

    Household products

    Personal care products

    48%

    12%

  • Mobile Audience Insights Report Spotlight on CPG

    Source: NinthDecimal 2014NinthDecimal.com

    2013

    of consumers downloaded a grocery shopping app

    2014

    58% 16% INCREASE

    Grocery Shopping App Trends

    8

    Edit/save shopping list

    Recipe search/reviews

    Sync shopping lists from multiple places

    Barcode scanner

    Store locator

    Save frequently purchased items

    Grocery retailer app

    CPG brand app

    Digital coupons app

    Food/recipe app

    Fitness/nutrition app

    57%

    30%

    26%

    22%

    12%

    Most Popular Types of Grocery Apps in 2014 (by usage)

    Ranking of Grocery App Features (Index)

    58% of consumer report using grocery shopping apps in 2014 a 16% increase from 2013.

    56% of grocery app users are millennials & 1.27x as likely to download than age 33+.

    The top 3 most valued features in grocery apps deal with shopping list management & recipe searching.

    Whos Using Grocery Store Apps?

    9%

    56%35%

    3.0

    4.5

    5.1

    5.4

    5.9

    6.7

    Rural

    8%

    69%23%

    57%43%

    FemaleMale

    18-3334-55

    Urban

    Suburban

    Source: NinthDecimal 2014 Source: NinthDecimal 2014

    Source: NinthDecimal 2014

    Source: NinthDecimal 2014

    56+

    Location

    Age

    Gender

  • Mobile Audience Insights Report Spotlight on CPG

    Source: NinthDecimal 2014NinthDecimal.com

    CPG Mobile Ads Drive More Consumers to Stores in 2014 vs. 2013

    9

    ControlPopulation

    ExposedAudience

    Gen. PopulationBenchmark

    ControlPopulation

    ExposedAudience

    Gen. PopulationBenchmark

    Lift in store visits for 2013 CPG mobile ads

    Lift in store visits for 2014 CPG mobile ads

    Lift from control group

    Lift from control group

    Lift from general pop.

    Lift from general pop.

    Lift instore visits

    100 100112

    196

    111

    144

    29%75%

    44%96%

    36%

    Source: NinthDecimal 2014 Source: NinthDecimal 2014

    CPG mobile ads drove a 75% increa

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