Google Mobile in Purchase Journey report

MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW

November 2013

Mayssa Chehab

The impact of smartphone in the research and purchase process

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BEHIND THE NUMBERSWHAT YOU'RE LOOKING FOR AND WHY IT MATTERS

WHY CONDUCT THIS RESEARCH NOW?

• Smartphones have become multifunctional

tools, being accessed anytime and

anywhere. People use their smartphones to

make phone calls, to keep notes, to

message…. But what about smartphone and

shopping?

• Mobile in Purchase Journey is a global

research project commissioned by Google

and conducted by TNS Infratest, aiming to

quantify the role of smartphones in the

consumer journey from research to

purchase.

• The research has been carried out across 37

countries and 4 product categories: travel,

retail, technology and local and

entertainment.

WHAT IS THE RESEARCH ABOUT?

WHAT ARE THE MAJOR LEARNINGS TO TAKEFROM THIS?

• Smartphone usage is a growing trend in the

research and purchase journey, being mainly

used along with other devices.

• The usage the smartphone in the shopping

journey is driven by the context rather than the

content. Indeed, smartphone is used all

through the day and from the beginning of the

journey, until just before the purchase.

• Ensure your sites are optimized for all screens:

mobile optimized sites are better for

consumers and businesses. Find best multi-

screen practices on www.google.com/think/

multiscreen.

• Use AdWords enhanced campaigns to reach

consumers at the moments that matter across

devices with more relevant ads: more iinfo on

www.google.com/adwords/enhancedcampaigns

.

WHAT SHOULD MARKETERS DO NEXT?

2

http://www.google.com/think/multiscreen

http://www.google.com/think/multiscreen

http://www.google.com/adwords/enhancedcampaigns





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WHAT WE FOUND

Smartphone research is an

important tool in the

purchase journey, despite the

the diversity of usage growth

across markets.

1

Smartphone usage in the

shopping journey is driven by

the context, not by the

content. The smartphone is

used anywhere and anytime. In

addition, regardless of the

devices owned, purchasers look

for the same information.

Smartphone usage in the

shopping journey brings

additional opportunities to

online research, mainly via

multi-screening.

Smartphone research

happens for all products,

and even more for those

which are digitally mature, like

technology or travel related

products.

2

3 4

3

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3 TYPES OF MARKETS WITH DIFFERENT DIGITAL DEVICES ADOPTION DYNAMICS

Mature MarketsSwitzerland, Denmark, Sweden, USA, New

Zealand, Norway Austria, Belgium, Finland, France, Germany, Netherlands,

Italy, Ireland, Spain, Australia, UK, Canada

Very good digital infrastructure. Longstanding

internet experience (strong desktop heritage).

High Potential Markets

China, Honk Kong, Korea, Taiwan, Singapore, Japan

Very good digital infrastructure following

a fast growth in digital devices adoption.

Emerging Markets

Thailand, India, Malaysia, Turkey, Brazil, Argentina, South Africa,

Indonesia, Mexico, Russia, Poland, Israel, UAE

Overall the access to digital infrastructure low

but highly used by early adopters.

53% 57%

35%

82%73%

49%

Smartphone penetration

PC category penetration (PC, Desktop, Laptop…)

SMARTPHONE AND PC PENETRATION PER MARKET

Source: Connected Consumers 2013Base: Total Population 4

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MATURE & EMERGING MARKETS FOLLOWING THE PATH OF GROWING MARKETS?

Smartphone and internet population penetration - Base: Total PopulationResearch on smartphone: Touchpoints used in the research phase for local & entertainment products; Base: Purchasers in the last 12 months

DIVERSIFIED BUT PROMISSING GROWTH OF THE SMARTPHONE USAGE IN THE SHOPPING PROCESS

5

30% 11%16%

Internet users who research on smartphone in…

High Potential Markets

Mature Markets

Emerging Markets

Grow smartphone equipment

penetration to reach a larger user base

Increase smartphone research opportunities by extending desktop sites to smartphones, creating an optimized research experience

Have mobile as a dominant acquisition channel, positioned in

the centre of the marketing strategy

Eg. Local & Entertainment

products

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Touchpoints used in the research phase Base: Purchasers in the last 12 months (Source: MPJ 2013)

35% 28% 28 21

2% 6% 4%4%

52%

85%29%

55%

44%

64%24%

43%

ONLINE RESEARCH: ON WHICH DEVICE DO SMARTPHONE USERS AND NON SMARTPHONE USERS RESEARCH INFORMATION PRIOR TO PURCHASE? (GLOBAL AVERAGE)

SMARTPHONE PROVIDES ADDITIONAL OPPORTUNITIES TO ONLINE RESEARCH, MAINLY VIA MULTI-SCREENING

Travel Local & Entertain Technology Retail

6

Smartphone users

Non smartphone users

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Desk

top

Rese

arc

h

Smartphone Research

SMARTPHONE RESEARCH HAPPENS ACROSS ALL PRODUCT CATEGORIES, SPECIFICALLY FOR DIGITALLY MATURE ONESTHE DIGITAL MATURITY OF A VERTICAL IS RELEVANT FOR SMARTPHONE

RESEARCH ADOPTION RATES (GLOBAL AVERAGE)

7Touchpoints used in the research phase Base: Purchasers in the last 12 months (Source: MPJ 2013)

Travel

Local & Entertain

Technology

Retail

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In bed at morning

Early morning

Morning commute

Late morning

During lunch

Early after-noon

Late af-ternoon

Early evening

Evening commute

During dinner

Late evening

In bed be-fore sleep

0%

5%

10%

15%

20%

25%

When do you usually shop or search for shopping information on your smartphone?Base: Purchasers in the last 12 months who use a smartphone / Global average (Source: MPJ 2013; OMP 2013)

8

56% 19% 23% 27% Public

transport

At store

Home On the go

OPEN

SMARTPHONE RESEARCH HAPPENS THE WHOLE DAY AND ALSO AT VARIOUS LOCATIONS

WHERE AND WHEN DO SMARTPHONE USERS USE THEIR SMARTPHONE FOR SHOPPING PURPOSES? (GLOBAL AVERAGE, ALL PRODUCT CATEGORIES)

8

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When did you use the information sources listed below? Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least for one product for their last purchase

SMARTPHONE IS USED FROM THE BEGINNING OF THE JOURNEY TO JUST BEFORE THE PURCHASE

At the beginning of the research

phase

In the middle of the research

phase

Immediately before

purchase

AT WHICH STAGE OF THE RESEARCH PROCESS DO SMARTPHONE SEARCHERS USE THEIR SMARTPHONE? (GLOBAL AVERAGE, ALL PRODUCT CATEGORIES)

9

42%

71%

19%

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MOBILE IN PURCHASE JOURNEY: A GLOBAL VIEW 1010

10

SMARTPHONE USERS ARE YOUNGER, MORE EDUCATED AND HAVE A HIGHER LEVEL OF PURCHASE THAN NON SMARTPHONE USERS

Smartphone users Non smartphone users

54%

54%

GENDER AGE

18-34 yo.

35-54 yo.

55+ yo.

51%

38%

11%

18-34 yo.

35-54 yo.

55+ yo.

30%

38%

32%

EDUCATION

to be completed

High

Medium/Low

37%

63%

LEVEL OF PURCHASE IN THE PAST 12 MONTH (eg. Travel Products)

59%

49%

51%

GENDER AGE

EDUCATION LEVEL OF PURCHASE IN THE PAST 12 MONTH (eg. Travel Products)

48%High

Medium/Low

23%

77%

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On which device(s) did you access the internet to [web search]?Base: Product purchasers in the last 12 months who use (don´t) a smartphone and who performed mobile respectively online search at least for one product for their last purchase

WHAT TYPE OF ONLINE SOURCES DID THEY CONSULT DURING THEIR RESEARCH PHASE? (GLOBAL AVERAGE)

11

Smartphone users (average all devices) Non smartphone users (on desktop/tablet)

COMPARISON WEBSITES

LOCATION SEARCH

SEARCH ENGINES

WEBSITES

REVIEWS,BLOGS…

SOCIAL NETWORKS


100%0%100%0%100%0%100%0%

SMARTPHONE AND NON SMARTPHONE USERS HAVE THE SAME ONLINE RESEARCH PATTERNS

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On which device(s) did you access the internet to [web search]?Base: Product purchasers in the last 12 months who use (don´t) a smartphone and who performed mobile respectively online search at least for one product for their last purchase

BUT SOME DIFFERENCES RELY AMONGST PRODUCTS CATEGORIES

WHAT TYPE OF ONLINE SOURCES DID THEY CONSULT DURING THEIR RESEARCH PHASE? (GLOBAL AVERAGE)

12

Smartphone users (average all devices) Non smartphone users (on desktop/tablet)

COMPARISON WEBSITES

LOCATION SEARCH

SEARCH ENGINES

WEBSITES

REVIEWS,BLOGS…

SOCIAL NETWORKS


100%0%100%0%100%0%100%0%

Comparison websites are

more consulted by Travel and Technology

products purchasers

Social Networks are more consulted

by Local & Entertain.

product purchasers

Travel products purchasers do research more on search engines and websites

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Appendix

13

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METHODOLOGY• WE INTERVIEWED

1,000smartphone users

1,000Non- smartphone users

• IN EACH OF THE 37 COUNTRIES

• ABOUT THEIR RESEARCH AND PURCHASE BEHAVIOR PRIOR TO THEIR LAST PURCHASE

• OF 4 DIFFERENT VERTICALS

Date post:	09-May-2015
Category:	Technology
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