mobile experience study
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MOBILE EXPERIENCE STUDYTRANSCRIPT
MOBILE EXPERIENCE STUDY
Nokia 90001996
‘Smart’ phone
Nokia 71101999
WAP
Nokia 82101999
Nokia 32101999
Internal antenna& vibrate function
Samsung SGH M1002000
MP3 Player
Ericsson T392001
Bluetooth
Nokia 51101998
Interchangeablefaceplates
Sharp J-SH042000
Fully integratedcamera andcolour screen
Motorola 4500X1988
Motorola DynaTAC1983
First cellphone
Nokia 81101996
Featured in‘The Matrix’
IBM Simon1993
Phone & PDAcombination
Nokia 10111992
Mass-producedGSM phone
Motorola MicroTAC1989
Pocket sized
1234567
Motorola StarTAC1996
Clamshell
Ericsson GF 7681998
Nokia 72802004
The ‘lipstick’phone
Blackberry Quark2003
Blackberry 58102002
Ericsson T682003
Motorola Razr2003
Sleek looks
Nokia 33302001
Sold 120 millionhandsets globally
LG U81382004
Video mobilenetwork launched
Samsung SGH-X4602006
Nokia N952006
5 megapixelcamera
HTC Kaiser2007
HTC Dream2008
Android OS
iPhone2007
iOS
iPhone 42010
HTC HD72010
Windows 7 OS
iPhone 52012
Blackberry Curve2009
Samsung Galaxy S42013
4G
Samsung F2102007
Why is the mobile experience so important? Mobile advertising.
It’s one of the most elusive opportunities of our current age. Every single industry estimate, including our own, recognizes the ever-widening delta between explosive mobile usage and the current level of advertising. Estimates easily range in the billions.
Why can’t we, as a marketing industry, figure this out?
It’s a complex problem to solve, with many barriers created by the industry itself, such as the need for better KPIs for marketers to measure and justify ROI.
So, in order to find out more about how consumers are using their mobiles, and how advertising fits into that experience, we undertook a complete rethink. In our latest study we have used our proprietary panel of consumers to study smartphone use in a range of countries in a bid to understand the most relevant and productive ways to reach people on their mobile.
Nokia 90001996
‘Smart’ phone
Nokia 71101999
WAP
Nokia 82101999
Nokia 32101999
Internal antenna& vibrate function
Samsung SGH M1002000
MP3 Player
Ericsson T392001
Bluetooth
Nokia 51101998
Interchangeablefaceplates
Sharp J-SH042000
Fully integratedcamera andcolour screen
Motorola 4500X1988
Motorola DynaTAC1983
First cellphone
Nokia 81101996
Featured in‘The Matrix’
IBM Simon1993
Phone & PDAcombination
Nokia 10111992
Mass-producedGSM phone
Motorola MicroTAC1989
Pocket sized
1234567
Motorola StarTAC1996
Clamshell
Ericsson GF 7681998
Nokia 72802004
The ‘lipstick’phone
Blackberry Quark2003
Blackberry 58102002
Ericsson T682003
Motorola Razr2003
Sleek looks
Nokia 33302001
Sold 120 millionhandsets globally
LG U81382004
Video mobilenetwork launched
Samsung SGH-X4602006
Nokia N952006
5 megapixelcamera
HTC Kaiser2007
HTC Dream2008
Android OS
iPhone2007
iOS
iPhone 42010
HTC HD72010
Windows 7 OS
iPhone 52012
Blackberry Curve2009
Samsung Galaxy S42013
4G
Samsung F2102007
South Korea68%
Sweden58%
UK55%
Australia54%
US50%
Canada49%
France46%
Germany46%
Italy41%
China26%
Russia23%
Brazil23%
India5%
Range of markets by smartphone penetration2013 projected smartphone penetration, Strategy Analytics
Mapping a global experienceThe mobile experience worldwide is extremely diverse and complex. We needed to fully understand how the mobile experience was different and how it was common across a wide variety of markets – 13 in total – speaking to 1000 smartphone users in each.
We chose the markets according to smartphone penetration. We had very high penetration markets like South Korea and Sweden, but we also had markets that were just emerging as enthusiastic smartphone users like India. However, in interpreting what we saw we also needed to take into account significant legislative, structural, and cultural considerations in each market, for example:
1. The proportion of early adopters (in India, nearly the entire sample) show enthusiastic participation across a wide range of activities, which will decline as penetration grows.
2. Brazil smartphone users, in spite of strong penetration and predisposition, have not become enthusiastic mobile shoppers due to the unreliability of the mobile network services.
3. Chinese mobile habits have definitely been shaped by popular home-grown web institutions, like Weibo, and the mobile payment system, Alipay.
South Korea68%
Sweden58%
UK55%
Australia54%
US50%
Canada49%
France46%
Germany46%
Italy41%
China26%
Russia23%
Brazil23%
India5%
Range of markets by smartphone penetration2013 projected smartphone penetration, Strategy Analytics
51%52%
60%61%
63%
66%
69%
71%
73%74%
Vouchercodes
QRcodes
Brand mobilewebsites
Brand socialmedia sites
67%
Brandedemails
Short codetexts
TEXT ‘VOTE’TO 6332
Brandedtexts
Videoads
Brandedapps
Mobilebanner ads
Mobilesearch ads
Clickthroughs/Downloads/Interactions with touchpointsInitiative’s Mobile Experience Study, March 2013. All Markets.
The rise of the ‘Native Mobile Experience’As marketers we’re often guilty of applying tried and true methodologies and best practices from one medium to another. This is certainly true of mobile – the mobile banner being the classic case. Mobile, however, is so specific and so unique that we believe that ‘tried and true’ is being surpassed in effectiveness by ‘native mobile experiences’ – activities and touchpoints that can only happen on mobile.
When we aggregate our engagement metrics for all 13 markets (clickthroughs/downloads/interactions) across a wide variety of mobile touchpoints, we see that mobile banners fall far away from the most engaging. The top performers are, simply put, touchpoints that don’t occur anywhere else but mobile – QR codes, mobile websites, branded applications. Namely, native mobile experiences.
But where and how should these native mobile experiences help marketers?
51%52%
60%61%
63%
66%
69%
71%
73%74%
Vouchercodes
QRcodes
Brand mobilewebsites
Brand socialmedia sites
67%
Brandedemails
Short codetexts
TEXT ‘VOTE’TO 6332
Brandedtexts
Videoads
Brandedapps
Mobilebanner ads
Mobilesearch ads
Clickthroughs/Downloads/Interactions with touchpointsInitiative’s Mobile Experience Study, March 2013. All Markets.
What each mobile touchpoint is good atInitiative’s Mobile Experience Study, March 2013. All Markets.
Ad on a website accessed via mobile
Branded text/picture message
Branded email received on mobile
Advertising/informational video via mobile
Brand’s mobile website
Brand’s social media site via mobile
Audio recognition service (eg: Shazam)
QR code to access website
Tapping your phone (NFC) to access website
Ad on a microblog (eg: Twitter)
Texting a word to a short number
Voucher code/coupon accessed via mobile
Ad on a search engine
Ad within radio show/music service
Branded downloads (eg: apps, games)
Ad within a game on a mobile phone
Ad seen pre/post a video on a mobile phone
Fullscreen ad in an app
Information/deals via augmented reality
AwarenessInformationLikeabilityPurchaseSharingAdvocacy
9% 14% 19% 24% 29%
The funnel conundrumThe other problem we have is that we are thinking of mobile in terms of another old model – the ‘funnel’.
We asked consumers what each existing mobile touchpoint was best at – from awareness, to liking a brand, to helping them buy. Currently, mobile touchpoints are outperforming in awareness and purchase but dropping off significantly in the deeper emotional connections of delivering likeability and advocacy.
Why should this worry us?
Simply put, consumers are deeply attached to their mobile phones. We conducted qualitative research groups across four very different markets and discovered that people treasure and depend upon their smartphones in the same way for the same reason: it makes their lives easier. So why is mobile advertising so functional? Is the state of mobile advertising the result of a self-fulfilling prophecy, in that marketers have simply not delivered truly engaging mobile experiences?
We believe that there are strategies that marketers can pursue to deliver these deeper emotional experiences – those experiences that deepen familiarity and advocacy for a brand. We have four key strategies:
1. Remember, it’s a phone.
2. Embrace the new mobile mindsets.
3. Help people live in the here and now.
4. Mobile browsing is the ‘missing link’.
What each mobile touchpoint is good atInitiative’s Mobile Experience Study, March 2013. All Markets.
Ad on a website accessed via mobile
Branded text/picture message
Branded email received on mobile
Advertising/informational video via mobile
Brand’s mobile website
Brand’s social media site via mobile
Audio recognition service (eg: Shazam)
QR code to access website
Tapping your phone (NFC) to access website
Ad on a microblog (eg: Twitter)
Texting a word to a short number
Voucher code/coupon accessed via mobile
Ad on a search engine
Ad within radio show/music service
Branded downloads (eg: apps, games)
Ad within a game on a mobile phone
Ad seen pre/post a video on a mobile phone
Fullscreen ad in an app
Information/deals via augmented reality
AwarenessInformationLikeabilityPurchaseSharingAdvocacy
9% 14% 19% 24% 29%
High penetration smartphone markets lead social behaviorsInitiative’s Mobile Experience Study, March 2013. South Korea, Sweden, Italy, UK, Australia.
% of time spent on each device by activityInitiative’s Mobile Experience Study, March 2013. All markets.
Connecting Being entertained Gathering info Shopping58% 37% 5% 25% 68% 7% 19% 74% 7% 15% 80% 5%
IM / Text Social networks Email79% 18% 3% 41% 51% 8% 32% 62% 6%
1. Remember, it’s a phone The first and perhaps most obvious native mobile experience is centered on the fact that the mobile is, after all, a phone. We as marketers have tried to come up with various metaphors for what the smartphone represents for people: it’s a wrist watch, it’s a fourth screen, or it’s a personal assistant. It is, in fact, all of these – but we often forget that what drives the success of the smartphone is its ability to connect us with the people in our lives.
What’s most striking about this is how people across all 13 surveyed markets are transferring their digital social behaviors – as well as live conversation – to the smartphone, away from laptops and emerging tablet behaviors. When consumers look to be entertained, they turn to their smartphone 25% of the time. However, when connecting with other people digitally, smartphone usage rises to 58%. Connecting and smartphones are made for each other.
What is remarkable about this trend is how much the ability for the smartphone to deliver instant communications has really migrated social behavior. When we look at the top five smartphone penetration markets, we see how texting and instant messaging are leading the migration of other social behaviors, such as social networking and email.
High penetration smartphone markets lead social behaviorsInitiative’s Mobile Experience Study, March 2013. South Korea, Sweden, Italy, UK, Australia.
Connecting Being entertained Gathering info Shopping58% 37% 5% 25% 68% 7% 19% 74% 7% 15% 80% 5%
IM / Text Social networks Email79% 18% 3% 41% 51% 8% 32% 62% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Just woken up While traveling towork/school
During work/school(not a break or lunchtime)
During lunchtime or a break
While traveling homefrom work/school
While relaxing at home
Just before bedtime
Being entertainedConnecting
Activity throughout the dayInitiative’s Mobile Experience Study, March 2013. All markets.
It’s a frequency gameThe mass migration of online social behaviors to the smartphone is the sheer frequency with which it happens. When we look at the daily patterns of connecting on smartphone vs. entertainment, the next most popular activity, connecting happens constantly throughout the day, only giving way to entertaining during the evening when relaxing at home.
It’s also a compulsion that crosses demographics. When we look at both age and gender, the compulsion to constantly check all day every day (via IM, email, status updates) crosses all ages.
However, there are no huge surprises in the frequency with which the different age groups carry out these functions: 18-24 year olds are most active – particularly on IM (71% check several times a day) – 45-54 year olds the least so (though 62% still check their emails several times a day) with the 25-34 and 35-44 groups decreasing at a proportional rate between the oldest and youngest groups.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Just woken up While traveling towork/school
During work/school(not a break or lunchtime)
During lunchtime or a break
While traveling homefrom work/school
While relaxing at home
Just before bedtime
Being entertainedConnecting
Activity throughout the dayInitiative’s Mobile Experience Study, March 2013. All markets.
Check out my new shoes!
SHARE
Applications
Shopping
Gaming
71% have a brandedsocial application
44% play games at least once a day (both solo and social)
25% regularly post updatesor comments on whatthey are buying
26% will regularly take a pictureto share with their friends
36% are played withsomeone else(social gaming)
67%
use it daily
49% check it several times a day
Social applications are the ‘stickiest’Initiative’s Mobile Experience Study, March 2013. All markets.
A wider social circleThis compulsion to connect via the smartphone has become so crucial to marketers because the effect of social networks, enhanced by the smartphone, has been to materially increase the size of the average circle of friends.
In our 2012 study, The Age of Social Influence, we proved that consumers have contact with a wide variety of people – some of whom they have never met. Our updated statistics here show that in fact smartphone users across our markets have an average social circle of 52 people whom they talk to on a regular basis, either face-to-face or online, including 13 whom they have never met.
Simply put, everything is more successful when seen through a social lens, thanks to the huge benefit of word-of-mouth.
Social applications are by far the most popular of all branded smartphone apps, and the ‘stickiest’, with nearly everyone who has one on their phone checking it daily and half of those doing so several times a day. The rise of social gaming has increased dramatically with the aid of the smartphone while social shopping is reaching significant penetration rates: one quarter of consumers regularly post what they are buying and the same number take pictures to share with their friends.
Key learning Everything we do must allow people to connect with their friends and family as frequently as possible, via as many touchpoints as possible.
Check out my new shoes!
SHARE
Applications
Shopping
Gaming
71% have a brandedsocial application
44% play games at least once a day (both solo and social)
25% regularly post updatesor comments on whatthey are buying
26% will regularly take a pictureto share with their friends
36% are played withsomeone else(social gaming)
67%
use it daily
49% check it several times a day
Social applications are the ‘stickiest’Initiative’s Mobile Experience Study, March 2013. All markets.
Viewing and sharing video while passing the timeInitiative’s Mobile Experience Study, March 2013. All markets.
34%
39%
30%
25%
40%
28% 28%
24%
19%
34%
Global
Uploaded orshared videowhile passingthe time
Watched videowhile passingthe time
North America EMEA LATAM APAC
82%view to shareconversion
globally
2. Embrace the new mobile mindsets The second native mobile experience is the emergence of two new mindsets that produce the highest relevance and openness to advertising that we’ve seen through the smartphone.
First, there’s boredom The first one – and we’ve all been there – is boredom. What’s the first thing we do when we’re bored and need to pass the time? Across all 13 of our markets, almost uniformly, we connect with other people, through social networking, gaming or texting. On average, 40% of global respondents turn to social networks, gaming or text/IM when bored.
However, what’s truly wonderful is what happens next. It’s during this mindset that people are most likely to download or view content and, most importantly, when they are most likely to download or view video.
So – people are bored, they use their smartphone to socialize, see some great content…and then what happens? It’s also during this mindset that people share the most content – again the most significant sharing happens for video. People are most likely to upload and share video when they are bored or need to pass the time. In fact this behavior has nearly doubled since the last time we looked at it in 2010. Boredom leads to people telling your brand story for you, across their social circle.
Viewing and sharing video while passing the timeInitiative’s Mobile Experience Study, March 2013. All markets.
34%
39%
30%
25%
40%
28% 28%
24%
19%
34%
Global
Uploaded orshared videowhile passingthe time
Watched videowhile passingthe time
North America EMEA LATAM APAC
82%view to shareconversion
globally
22%
58%
54%
85%of all viewers talk about TV shows
of all viewers talk about TV shows online
of all viewers talk about TV shows online more than once a week
of TV Talkers will talk about brand ads
TV Talkers
Multitasking with mobile is a benefit to brandsInitiative’s The New Power of TV, November, 2012. All markets.
Second, there’s multitasking As an industry, we’ve often thought multitasking detracts people’s full attention from ads. Smartphones are now the main facilitator of multitasking, and we think that’s a good thing.
We asked people from all 13 countries surveyed what they are doing when they turn to their smartphone as a multitasking tool. The three most prevalent activities were watching TV (56%), commuting (54%) and listening to radio (53%): not, coincidentally, all paid media.
But here’s the good news: multitasking is a great opportunity to connect the sociability of mobile with brand advertising.
In Initiative’s The New Power of Television: How Social is Revitalizing the Future of TV, we talked about a new breed of young consumers, identified as the TV Talker, who use social media to discuss traditional mediums, such as TV shows and ads. Far from detracting from television viewing, social media has actually enhanced TV, as people take to the internet (usually via their phones) to talk about TV shows (54%) with 22% doing so more than once a week. Of those people 58% discuss brand ads online – music to the ears of marketers.
That’s how brand stories get told. And it starts with having your phone on all the time.
Key learning The two mindsets that we’ve always thought of as negatives – boredom and multitasking – are actually incredible opportunities for marketers. Targeting these mindsets will directly amplify the already social nature of the smartphone.
22%
58%
54%
85%of all viewers talk about TV shows
of all viewers talk about TV shows online
of all viewers talk about TV shows online more than once a week
of TV Talkers will talk about brand ads
TV Talkers
Multitasking with mobile is a benefit to brandsInitiative’s The New Power of TV, November, 2012. All markets.
At least once a day, I use my smartphone to...Initiative’s Mobile Experience Study, March 2013. All markets.
76%
69%
21% 19%15%
IM / Text UpdateStatus
PostVideo
PostPhotos
Check-in
3. Living in the here and now One of the most anticipated areas of improvement that smartphones can bring to consumers’ lives is the increase in productivity and the ability to truly live mobile. We have certainly seen that happen, with the mobile’s impact on journalism, for example. However, we believe that the power of the here and now has the potential to be a rich native mobile experience for marketers.
There is an app for that, but is it ‘sticky’? The first and most obvious area of study would be applications. Many of us have over 40 applications on our smartphone, but use 15 or less on a weekly basis. Our study showed, not surprisingly, that the most popular and ‘sticky’ applications are social. That’s followed in popularity by banking and shopping.
The ever-increasing use of social apps is giving way to living in the here and now and the emergence of ‘live reporting’. Smartphones are increasingly allowing people to report, in the moment, what’s going on in their lives. Whether it’s texting – by far the largest activity – or complex actions like posting video or photos, we are being the ‘live reporter’ at least once a day.
Where we think this has tremendous potential for marketers is in building on the previous two strategies – be as connected as possible, during the mindsets of boredom and multitasking.
At least once a day, I use my smartphone to...Initiative’s Mobile Experience Study, March 2013. All markets.
76%
69%
21% 19%15%
IM / Text UpdateStatus
PostVideo
PostPhotos
Check-in
Beforewatchingthe show
31%
During thecommercial
break
36%
During the show
43%
Directly afterwatching the show
39% Sometime later after watching
the show
37%
When people post online about a TV showInitiative’s The New Power of TV, November, 2012. All markets.
Initiative’s The New Power of Television: How Social is Revitalizing the Future of TV, also shows how smartphones are helping TV become more social. That study showed how TV Talkers have transformed the TV broadcast, and in this project we have tracked when and how they approach the program as an event.
There is plenty of posting before and after the show, but crucially online conversation peaks during the show, driving a return to live viewing. And how do TV Talkers prefer to chat? Social networks through the computer still rule (64% say they post this way about a TV show) but are quickly being overtaken by – you guessed it – posting through smartphones (34% text, 23% use IM and 33% hold mobile phone conversations). In fact, this group is starting to prefer using their mobile phones as it allows them to maintain several conversations at once, and to share different kinds of content with different people.
Key LearningUse the smartphone’s ‘live reporting’ strengths to create in-the-moment social surges – starting with TV, when people are multitasking across their social circles.
Beforewatchingthe show
31%
During thecommercial
break
36%
During the show
43%
Directly afterwatching the show
39% Sometime later after watching
the show
37%
When people post online about a TV showInitiative’s The New Power of TV, November, 2012. All markets.
91% 66% 91% 65% 88% 63% 67% 29% 64% 29%
Highest mobile shopping
categories
Highestmobile browsing
categories
Clothing Applications
Groceries Books
Home electronics Music
Mobile phones Clothing
Highest and lowest mobile browsing/shopping countries% likely to browse and/or shop. Initiative’s Mobile Experience Study, March 2013. All Markets.
Mobile browsing/shopping categoriesInitiative’s Mobile Experience Study, March 2013. All Markets.
4. Mobile browsing is the ‘missing link’The fourth and final native mobile experience that we found is what we call the ‘missing link’ — the role of the smartphone in shopping behavior. We call it the missing link because the mobile phone is the only touchpoint that connects what happens before people go in store to the moment of purchase.
We measured the effect of mobile shopping behavior in 23 different categories across 13 markets. Naturally there is much variation across all those categories and markets, but we undertook extensive analysis to really understand in aggregate what was happening.
We found that as mobile browsing accelerated as a behavior, the ability of the smartphone to act as the closer for the final sale also increased. In other words, the more you browse on mobile, the more you shop on mobile. This is highly variable across our 13 markets: Asia leads the world in mobile browsing and shopping, while consumers in European countries are slower to adopt these trends, so are typically less active in mobile shopping.
Likewise, particular categories are far more likely to be high for mobile browsing – generally in those sectors where applications are the most popular – but the categories can vary considerably by market, with a high percentage of early adopters skewing current behavior.
High mobile browsing and shopping conversion is driven by countries and groups that use the mobile web heavily, use branded mobile sites, are more likely to use branded shopping applications and, of course, are more advertising responsive.
91% 66% 91% 65% 88% 63% 67% 29% 64% 29%
Highest mobile shopping
categories
Highestmobile browsing
categories
Clothing Applications
Groceries Books
Home electronics Music
Mobile phones Clothing
Highest and lowest mobile browsing/shopping countries% likely to browse and/or shop. Initiative’s Mobile Experience Study, March 2013. All Markets.
Mobile browsing/shopping categoriesInitiative’s Mobile Experience Study, March 2013. All Markets.
Relaxing at home
52%shop on their smartphonewhile relaxing at home
42%check product reviews
40%use price comparisons
40%check productspecifications
50%use social networks whilethey are relaxing at home
50%watch videos while theyare relaxing at home
47%share videos while theyare relaxing at home
51%text while they arerelaxing at home
Smartphoneshopping
Mobilebrowsing
Constantlyconnecting
Watching paid media
Make the most of the ‘Relaxing at home’ contextInitiative’s Mobile Experience Study, March 2013. All Markets.
How can marketers drive more mobile browsing and shopping?Mobile shopping isn’t that mobile – in fact, much of it is done at home.
While a lot of shopping is done via mobile, more than half is actually done while people are relaxing at home, usually in the evening. What’s excellent news for marketers is how this extremely valuable time allows them to connect the mobile browsing and shopping experience to the other three native mobile experiences outlined in this study.
This is the perfect environment for brands to promote content, benefit from social influence and tap into real shopping behaviors. At home a brand can link experiences to really build a relationship with the consumer and express its brand personality.
This is critical because when it comes to in-store the game changes entirely. Smartphones are used at that point to validate and to close the deal. The brand communications are entirely focused on rational short term decision-making. Use of QR codes, accessible only via smartphones, is now heavily involved in smartphone shopping (39%), while comparison sites and coupon/voucher sites are used in 30% of cases. Price comparison sites are used the same amount, with 29% of people using their smartphone to read about the product online, and 27% to read a product review.
Relaxing at home
52%shop on their smartphonewhile relaxing at home
42%check product reviews
40%use price comparisons
40%check productspecifications
50%use social networks whilethey are relaxing at home
50%watch videos while theyare relaxing at home
47%share videos while theyare relaxing at home
51%text while they arerelaxing at home
Smartphoneshopping
Mobilebrowsing
Constantlyconnecting
Watching paid media
Make the most of the ‘Relaxing at home’ contextInitiative’s Mobile Experience Study, March 2013. All Markets.
Research and comparison is important for all categoriesMobile activity index. Initiative’s Mobile Experience Study, March 2013. All Markets.
136
149
136
118
150
129
167 167
121
77
31
40
29
67
7269
88
72
8079
62
82
88 88
93
114
128 128
149
84
9698
51
4648
59
96
103
123
108
114
159
151
157
ResearchproductActivity
Compareprices
Take a phototo send
Take a photofor self
Call/textfor opinion
Refer to list
Usecoupon
Purchaseitem online
Purchaseitem with
phone (NFC)
Post orshare on
social Recommend
MusicAutomotive Non-alcoholicbeverages
Householdcleaners
Each category has unique areas where mobile is
used in the shopping process
While our research shows that home is themost popular place to shop and research,in-store research and price comparison is alsoa big market. In fact, almost half of all researchand price comparison happens in-store.
Whilst research and price comparison are popular for all categories, mobile has particularstrengths for individual categories, which marketers should play to. For example, ‘taking a photo to send’ indexes particularly highly for automotive versus the other categories and ‘recommend’ is strong for non-alcoholic beverages.
Mobile browsing at home continues to bea vital way to build brand preference, butmarketers should also bolster and monitorprice comparison sites, product reviews andresources for product specifications closely toensure the sale happens.
Key LearningMake the most of the at-home browsing andshopping experience to drive brand preference,before the fight to close the deal.
Research and comparison is important for all categoriesMobile activity index. Initiative’s Mobile Experience Study, March 2013. All Markets.
136
149
136
118
150
129
167 167
121
77
31
40
29
67
7269
88
72
8079
62
82
88 88
93
114
128 128
149
84
9698
51
4648
59
96
103
123
108
114
159
151
157
ResearchproductActivity
Compareprices
Take a phototo send
Take a photofor self
Call/textfor opinion
Refer to list
Usecoupon
Purchaseitem online
Purchaseitem with
phone (NFC)
Post orshare on
social Recommend
MusicAutomotive Non-alcoholicbeverages
Householdcleaners
Each category has unique areas where mobile is
used in the shopping process
Help people connect as often as possible through as many ways as possible
The four native mobile experiences we consider to be the building blocks for more successful mobile strategies:
Embrace the new mobile mindsets and give them the right components of the brand story
1. Social has to be an endemic strategy – but importantly, to get the most from it, marketers should embrace two distinct tactics. First, don’t just use one social outlet - use every means possible for people to spread the word, from texts to Facebook to check-ins. Second, social through mobile is a frequency game – make sure you constantly provide a constant stream of reasons for people to pass on your brand story.
2. Boredom and multitasking provide the moments of deepest receptivity – and the natural means to engage them through social (of course), video and gaming. Once you’ve got their engagement, give them two key ways to access your brand. First, make sure your content – video, games, promotions, are short form and easy to pass on. Then give them ways to access more information about your brand so they can tell the full brand story for you.
3. There are moments in every marketing plan when you can take full advantage of the ‘live reporting’ native mobile experience. Whether it’s an investment in a buzz-worthy TV integration or a live PR event, pre and post event are important, but if you do nothing else focus on mobile as the means to spike conversation live and create a brand event.
4. All three native mobile experiences culminate in one key moment that drives brand preference – using social, mobile dayparts and live reporting to drive mobile browsing at home. We seriously underestimate the power of mobile as a lean-back device that connects all of these elements that drive brand likeability – with a proven link to driving brand sales. Keep the mobile tactics that drive the final deal – price comparisons, reviews, product features – for closing the deal at shelf.
Live in the now as a brand
Mobile browsing is your ultimate goal
MethodologyThe Mobile Experience Study is part of Initiative’s Consumer Connections global research program which now spans in excess of 50 countries. To understand how consumers are using their mobile and the role it plays in their lives we first ran a series of in-depth discussions amongst 160 individuals covering UK, Brazil, China and India. These interviews then informed our quantitative study which covered a total of 13,000 smartphone users aged 18-54 in US, Canada, Brazil, UK, Sweden, France, Germany, Italy, Russia, India, China, South Korea and Australia. These countries were selected to represent markets at different stages of development in terms of mobile activity to provide a truly global view.
About InitiativeInitiative is a global communications network within IPG Mediabrands (NYSE: IPG) one of the world’s pre-eminent media services entities. We believe in four basic principles when solving our clients’ business challenges: fast, brave, decisive and simple. Fast and responsive to the changing world of business. Brave in tackling serious issues. Decisive with our insights, opinions and recommendations and committed to making marketing complexity simple. This approach is conveyed by our talented team, industry leading tools, processes and conduct.
Initiative employs more than 2,500 creative and dynamic colleagues in 94 offices in 73 countries managing approximately $14 billion in billings annually. Our comprehensive range of communications services include: insight and strategy, analytics, media planning and buying, digital communications, branded content creation, evaluation and accountability services, social media strategy and community management.
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