small screens’ big influence on moms’ path to purchase · source: babycenter 21st century mom®...
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© BabyCenter, LLC. Confidential. All rights reserved.
2014 US Mobile Mom Report
Small Screens’ Big Influence on
Moms’ Path to Purchase
November 2014
© BabyCenter, LLC. Confidential. All rights reserved.
Report Methodology
In-depth survey among our 21st
Century Mom® Panel
• Fielded July 2014
• 1,000+ US expectant women and
moms with children up to 8 years old
• Mean age: 32
Trending data
• Tracking the mindset and behaviors of
new and expectant moms
• Comparisons made to previous 21st
Century Mom® Insights Series
including 2013 Mobile Mom Report and
2012 Media Mom Report
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Purchase Funnel
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4
Mobile is critical in the purchase process
AWARENESS PURCHASE CONSIDERATION
Get product
IDEAS
Get product/brand
RECOMMENDATIONS
Compare
FEATURES
Compare
PRICES
Find COUPONS
or deals
Decide
WHERE to buy
Imagine you are going to buy a new product. How would use each of these
resources throughout the shopping process? Q:
80% 84% 80%
79%
70%
64%
58%
58% 62%
68%
59%
49%
55%
34%
56%
57%
25%
34%
65%
33%
21% 25%
40%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Online Mobile Phone Retail Stores Traditional Media
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014.
© BabyCenter, LLC. Confidential. All rights reserved.
5
Moms: Mobile has a growing influence across
the entire purchase funnel
AWARENESS PURCHASE CONSIDERATION
Get product
IDEAS
Get product/brand
RECOMMENDATIONS
Compare
FEATURES
Compare
PRICES
Find COUPONS
or deals
Decide
WHERE to buy
Imagine you are going to buy a new product. How would use each of these
resources throughout the shopping process? Q:
20% 17% 21%
28%
22%
16%
36% 33%
37%
45%
31%
30%
45% 42%
49%
60%
48%
36%
58% 58% 62%
68%
59%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Moms 2011 2012 2013 2014
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Compared to BabyCenter 21st Century Mom®
Insights Series, 2013 Mobile Mom Report, August 2013.
© BabyCenter, LLC. Confidential. All rights reserved.
Shopping
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Amazon is still mom’s favorite shopping app
but others are gaining share
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Compared to BabyCenter 21st Century Mom® Insights
Series, 2013 Mobile Mom Report, August 2013.
What’s your favorite shopping app, if any? (Unaided awareness) Q:
46% 9% 6%
5% 4% 3%
-30% Since 2013
+3x Since 2013
+20% Since 2013
Amazon Target
Cartwheel Retail-me-not
eBaby Groupon Zulily
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Moms are mobile shoppers
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Compared to BabyCenter 21st Century Mom®
Insights Series, 2013 Mobile Mom Report, August 2013.
Which of the following shopping-related activities have you done in the past
30 days with your smartphone? Please select all that apply. (Among those who
shopped with their smartphone, past 30 days) Q:
68%
58%
55%
55%
54%
53%
51%
49%
48%
41%
40%
38%
28%
7%
72%
67%
64%
68%
36%
47%
44%
47%
22%
22%
Visited a retailer or shopping site
Researched a product online
Read product reviews and recommendations
Searched for information about a product or service
Used mobile coupon
Looked for local stores
Used a retailer app
Looked up prices online while shopping at the store
Bought a product online
Photographed something you were considering…
Price comparison
Used a deal site
Scanned a product barcode or QR code
Used photo recognition of products
2014 2013
-6%
-18%
-14%
-22%
42%
4%
9%
-13%
82%
27%
© BabyCenter, LLC. Confidential. All rights reserved.
How often do you use your smartphone
for shopping, while in-store?
All the time 16%
Often 29%
Sometimes 34%
Rarely 17%
Never 5%
Most moms use their smartphone to shop, in-store
Q:
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for shopping
activities. * Note: Among Moms who use their smartphone in-store.
In which types of stores have you
comparison shopped using your
smartphone?* Q:
73%
39%
35%
24%
22%
Massmerchandiser
Baby specialtystore
Supermarket orgrocery store
Drugstore
Discountwholesaler
Most moms use their phone while shopping in a mass merchandiser
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Which best describes how often you
have, if ever, used a smartphone to
scan items while shopping in-store?
Weekly 19%
Monthly 22%
Every 3 months
12%
Less often 26%
Never 22%
41% scan in-store with their phone, monthly or more often
Q:
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for shopping
activities in-store. *Note Among Moms who use their smartphone to scan items in-store.
Why do you scan items with your
smartphone while shopping in-store?* Q:
55%
38%
16%
15%
11%
To find better pricesthrough an app
To read product reviews
To find out more aboutingredients
To find recipes
In order to add to ashared shopping list
app
Price comparison is the main reason
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More than half bought a product in-store after
scanning the item
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities
What have you done after scanning items with your smartphone while
shopping in-store? Please select all that apply. Q:
52%
29%
22%
21%
13%
27%
Purchased it in the store, right after
Ordered it online later using a laptop or tablet
Purchased it from another retailer, in-store
Purchased a different brand of the same product, inthe store right after
Ordered it through an app while still in the store
Did not purchase the item at all
Activities after scanning items in-store
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Moms are more comfortable buying small
ticket items and travel on their phone
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities
If you were planning on purchasing the items listed below, how comfortable
would you feel doing so on using your smartphone? Q:
60%
59%
49%
46%
45%
43%
38%
34%
26%
26%
11%
29%
29%
34%
31%
34%
37%
33%
36%
33%
30%
15%
11%
12%
17%
23%
21%
21%
28%
30%
40%
44%
74%
Small items for baby (e.g., diapers, clothes)
Toys
Household supplies
Travel
Beauty and personal care items
Apparel, shoes, accessories
Big items for baby (e.g., crib)
Household appliances
Furniture
Groceries
New car
Comfort level purchasing item on smartphone
Very comfortable Somewhat comfortable Not comfortable
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Moms are most likely to use their phone while
shopping for clothing and shoes
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities
Did you use your mobile phone when shopping for any of the following
products within the past 6 months? Q: 54%
43%
38%
35%
34%
34%
32%
29%
28%
28%
22%
21%
21%
21%
19%
16%
14%
12%
Clothing, shoes and accessories
Toys, books and games for children (not including…
Food and beverage (e.g., ingredients, recipes)
Baby gear (strollers, cribs, etc)
Home improvement or décor
Movies or videos
Personal care/health or beauty items for yourself
Electronics or computers
Travel
Diapers and/or wipes
Household cleaning items (e.g., laundry detergent)
Gift certificates
Furniture
Baby skin or hair care
Financial products
Photo merchandise
Over the counter medicines
Car or truck
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Moms are most likely to research cars on their
phone when shopping for a new car
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to car purchases.
How did you use your mobile phone when you shopped for car or truck?
Please select all that apply. Q:
76%
57%
55%
50%
32%
24%
20%
11%
Researched product online
Read product reviews and recommendations
Looked for local stores/ dealers
Searched for information about a product or service
Visited a retailer or shopping site
Looked up prices online while shopping at the dealer
Photographed something you were considering buying
Bought product online
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1 in 3 use online coupons when buying
groceries
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to grocery purchases.
How did you use your mobile phone when you shopped for groceries?
Please select all that apply. Q: 34%
24%
22%
19%
18%
16%
15%
13%
13%
12%
11%
9%
9%
Used online coupon
Researched product online
Looked for local stores
Scanned a product barcode
Used retailer apps (e.g., Target, Walmart)
Looked up prices online while shopping at the store
Searched for information about a product or service
Visited a retailer or shopping site (e.g., Target, Amazon)
Price comparison (e.g., Amazon Price Checker)
Read product reviews and recommendations
Photographed something you were considering buying
Scanned a QR Code
Bought product online
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Product reviews are important for moms when
buying cleaning products
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to household cleaning items purchases.
How did you use your mobile phone when you shopped for household
cleaning items? Please select all that apply. Q: 40%
37%
36%
35%
31%
28%
28%
25%
25%
19%
19%
14%
11%
9%
4%
Read product reviews and recommendations
Researched product online
Bought product online
Visited a retailer or shopping site (e.g., Target, Amazon)
Used online coupon
Searched for information about a product or service
Used retailer apps (e.g., Target, Walmart)
Scanned a product barcode
Looked up prices online while shopping at the store
Looked for local stores
Price comparison (e.g., Amazon Price Checker)
Used deal sites (e.g., Groupon, RetailMeNot)
Photographed something you were considering buying
Scanned a QR Code
Used photo recognition of products (e.g., Google Goggles)
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Nearly half research clothes and shoes online
and read reviews
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to clothing, shoes and accessories purchases.
How did you use your mobile phone when you shopped for clothing, shoes
and accessories? Please select all that apply. Q: 47%
46%
37%
35%
27%
24%
18%
16%
16%
14%
13%
11%
9%
Researched product online
Bought product online
Read product reviews and recommendations
Visited a retailer or shopping site (e.g., Target, Amazon)
Used online coupon
Looked for local stores
Searched for information about a product or service
Looked up prices online while shopping at the store
Used retailer apps (e.g., Target, Walmart)
Used deal sites (e.g., Groupon, RetailMeNot)
Photographed something you were considering buying
Price comparison (e.g., Amazon Price Checker)
Scanned a product barcode
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Online reviews and research is important for
moms when buying beauty items
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to personal care/health or beauty items purchases.
How did you use your mobile phone when you shopped for personal
care/health or beauty items for yourself? Please select all that apply. Q: 56%
53%
39%
26%
24%
22%
19%
19%
18%
18%
15%
13%
13%
8%
1%
Researched product online
Read product reviews and recommendations
Bought product online
Searched for information about a product or service
Visited a retailer or shopping site (e.g., Target, Amazon)
Looked for local stores
Used retailer apps (e.g., Target, Walmart)
Price comparison (e.g., Amazon Price Checker)
Looked up prices online while shopping at the store
Used online coupon
Scanned a product barcode
Photographed something you were considering buying
Used deal sites (e.g., Groupon, RetailMeNot)
Scanned a QR Code
Used photo recognition of products (e.g., Google Goggles)
© BabyCenter, LLC. Confidential. All rights reserved.
Online reviews and research is important for
moms when buying baby gear
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to baby gear purchases.
How did you use your mobile phone when you shopped for baby gear?
Please select all that apply. Q: 66%
64%
45%
41%
31%
31%
29%
22%
20%
16%
15%
12%
8%
7%
Researched product online
Read product reviews and recommendations
Searched for information about a product or service
Visited a retailer or shopping site (e.g., Target, Amazon)
Bought product online
Looked for local stores
Looked up prices online while shopping at the store
Price comparison (e.g., Amazon Price Checker)
Used retailer apps (e.g., Target, Walmart)
Scanned a product barcode
Photographed something you were considering buying
Used online coupon
Used deal sites (e.g., Groupon, RetailMeNot)
Scanned a QR Code
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Nearly half bought toys, books or games on
their mobile device
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to toys, books and games purchases.
How did you use your mobile phone when you shopped for toys, books and
games for your children? Please select all that apply. Q:
55%
46%
43%
34%
28%
24%
17%
17%
14%
14%
10%
Researched product online
Bought product online
Read product reviews and recommendations
Visited a retailer or shopping site (e.g., Target, Amazon)
Looked for local stores
Searched for information about a product or service
Used retailer apps (e.g., Target, Walmart)
Price comparison (e.g., Amazon Price Checker)
Looked up prices online while shopping at the store
Used online coupon
Used deal sites (e.g., Groupon, RetailMeNot)
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Online reviews and research are important to
moms when buying baby care products
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to baby skin or hair care purchases.
How did you use your mobile phone when you shopped for baby skin or hair
care? Please select all that apply. Q: 57%
53%
38%
33%
31%
25%
25%
25%
23%
23%
20%
17%
14%
8%
Researched product online
Read product reviews and recommendations
Visited a retailer or shopping site (e.g., Target, Amazon)
Searched for information about a product or service
Bought product online
Scanned a product barcode
Used retailer apps (e.g., Target, Walmart)
Used online coupon
Looked for local stores
Price comparison (e.g., Amazon Price Checker)
Looked up prices online while shopping at the store
Used deal sites (e.g., Groupon, RetailMeNot)
Photographed something you were considering buying
Scanned a QR Code
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Online reviews and research are common
when buying diapers and wipes
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Among Moms who use their smartphone for
shopping activities related to diapers and/or wipes purchases.
How did you use your mobile phone when you shopped for diapers and/or
wipes? Please select all that apply. Q: 39%
31%
30%
29%
26%
25%
25%
19%
19%
18%
8%
7%
Researched product online
Read product reviews and recommendations
Visited a retailer or shopping site (e.g., Target, Amazon)
Bought product online
Used online coupon
Looked up prices online while shopping at the store
Used retailer apps (e.g., Target, Walmart)
Searched for information about a product or service
Price comparison (e.g., Amazon Price Checker)
Looked for local stores
Used deal sites (e.g., Groupon, RetailMeNot)
Scanned a product barcode
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One-click buying option
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Have you ever used a one-click buying
option?
Yes, on my laptop/desktop computer 35%
Yes, on my tablet 7%
Yes on smartphone
13%
No, haven’t used 36%
I don’t know what one-click buying is 8%
More than half have used the one-click buying
option, 67% are comfortable using it
Q:
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014.
How comfortable are you using “one-click
buying” option using your smartphone? Q:
Very comfortable
24%
Somewhat comfortable
43%
Uncomfortable 34%
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Mobile Ads
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Coupons are the most appealing feature to
moms in a mobile advertisement
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014. Compared to BabyCenter 21st Century Mom®
Insights Series, 2013 Mobile Mom Report, August 2013.
Which features are appealing to you in a mobile advertisement? Please
select all that apply. Q:
72%
30%
23%
23%
21%
18%
18%
18%
17%
14%
11%
9%
7%
53%
23%
15%
14%
13%
5%
11%
9%
9%
13%
15%
7%
3%
Coupon
Deal nearby
Scan bar codes for more info
GPS to show deal nearby
“How to” videos on how to use the product
Give cell number for coupon
Click to call the store featured in the ad
Text a code for more information
Email for product info to review later
Credits for apps or music
Ads for a useful app
Integration with your camera
Subscribe to a newsletter
2014 2013
36%
30%
53%
64%
62%
260%
64%
100%
89%
8%
-27%
29%
133%
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Demographics
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Yes 34%
No 66%
Demographic profile
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014
17%
24%
52%
37%
35%
0 to up to 12 months old
12 months to up to 24months old
2 years up to 5 years old
5 years up to up to 9years old
9 years old to up to 18years old
None 41%
One 22%
Two 17%
Three or more 20%
Pregnancy
Number of children Age of children
Moms’ age:
The average and
median age of
moms in this
sample is 32 years
old.
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Demographic profile
Source: BabyCenter 21st Century Mom® Insights Series Mobile Mom Module, July 2014
4% 5%
10% 11%
23%
19%
9%
5% 7%
Ethnicity
HHI
49%
13%
29%
3%
3%
Employed full time,currently
Employed part time
Stay-at-home parent
Unemployed, looking forwork
Student
Employment
77%
9%
8%
6%
2%
Caucasian
Hispanic
African American
Asian /Pacific Islander
Native American
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