Vertical Insights: Consumer Electronics: Smart Wearable Devices

Photo Credit: Giuseppe Costantino / Shutterstock.com

Path to PurchaseUS mobile users spend more than 1/3 of their media time on mobile, averaging 3.6 hours on their smartphones and tablets per day. Target wearable consumers on the mobile sites and apps they are most likely to frequent

·Mobile is the preferred media channel for smart wear-able electronics information, and consumers are likely to turn to mobile for more information after seeing ads on other channels. Construct a comprehensive cross-me-dia campaign that leverages the mobile media multiplier

·Wearable shoppers are Mobile Window Shoppers; 86% use their mobile devices while they are shopping in stores. Leverage mobile to help combat Showrooming

Wearable consumers are very receptive to mobile ads; 85% feel that mobile ads could influence their electronics purchases. Design ads that speak to their personas, offer promotions, and allow them to save to view later

Strategize. Execute. Measure. Optimize.

Who/What/Why

The Role of Mobile in Shopping

Mobile Ad Receptivity

Top Decision Making Factors

Purchase Intent

Price41%

Compatibility w/ other smart devices 47%

Awareness Ad Expectations

Ad Preference

Wearable owners learn about new devices via:

Mobile phoneTVTabletWord of MouthComputer

90%

85%

85%

Wearable consumers expect ads to:

Introduce to Something NewInfluence PurchaseProvide Best Deals

Wearable consumers are most attracted to:

Both deals and saving ads are prioritized over:Having pictures, sounds &photosProduct Info

Deals

Want to save ads to view later

54%

44%

40%

38%

Mobile is the preferred media channel for wearable electronics information

Most Preferred Channels96% of Smart wearable consumers use their mobile devices to help shop for smart electronics

Most Helpful Info on Mobile86% of Smart wearable consumers use their devices while shopping in stores

Mobile Showrooming Habits

44% Mobile Phones

36% Desktop/Laptop

24% In-Person

41% Find better prices

38% Compare products/brands

33% Research brand info

34% Product comparison

34% Product reviews/demos

31% Deals & promotions

28% Price comparison

26% User reviews

Smart Watch 51%

Wearable Health/Fitness Monitor 44%

Smart Glasses

41%

Demographic Breakdown

46% 45%

HHI $38,607

7%

29%

34%

24%

15-1718-3435-4455+

Top Uses For SmartWatches Top Uses

For Fitness Devices

Make calls/send messages

52%

To tell time41%

Take pictures or record

video36%

To improve overall health

55%To lose

weight 40%

To track fitness

goals 30%

57%

37%30%

26%

23%

| Insights contactus@inmobi.com | www. inmobi.com | Follow us on @InMobi | facebook.com/inmobi Slideshare link: http://inmo.bi/1wo5TtR

Methodology •Respondents recruited on InMobi’s ad network through an on-device survey using YouGov’s mobile web platform (USA, September – October 2014); results were weight-ed and targeted to be representative of the US mobile web population. •N = 75 wearable purchase intenders; wearable purchase intender is anyone shopping for or looking to purchase a smart wearable device within the next three months