Date post: | 05-Nov-2014 |
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How do Belgian shoppers use their smartphone as a shopping companion ?
Study by Mobilosoft
During this summer, Mobilosoft went in the commercial streets and centers of Belgium to meet the shoppers !
Our objective: understand how they use their smartphone as a shopping tool!
Is there a bias ? Yesssss ! We met only shoppers, so that we could provide info on shoppers only. We weren’t interested by “Mr Everybody”
The author
This study has been conducted under the supervision of
Georges-Alexandre Hanin, Founder and CEO of Mobilosoft• Twitter: @gahanin• LinkedIn:
Georges-Alexandre Hanin
About Mobilosoft.com
Mobilosoft is the best European solution to create a mobile website for the Retail sector :
• Create a mobile site that fits your consumers’ expectation
Mobilosoft is the only tool that also synchronise your content with social media and search engines:
• Google• Facebook• Foursquare
Via a single databaseUpdate it once & get it
right everywhere !
Methodology
We made a questionnaire and went in the big cities of Belgium: Brussels, Antwerp, Gent, Brugge, Liège, Namur & Mons:
• 566 people have answered the questionnaire• Respondents were aged between 15 years and 82 years
with an average of 35 years. We made 3 categories– Young: 15y – 25y– Mature: 25y – 40y– Seniors: 40y+
• 56% of the respondents owned a smartphone– 54% of non-smartphone owners told they want to have one soon!
• 53% mens – 47% womens
PRE-SHOPPING
How do Belgian shoppers use their smartphones before going shopping ?
Smartphone as a tool to get promotions
72% of smartphone owners have already received a promotion on their smartphone
The youngest - 78% - and the ladies - 80% - have the highest percentages.
Promotions have mainly been received by text messages and electronic vouchers are already present in the landscape !
On the contrary, who do not own a smartphone, are not interested in receiving promotions per sms (56%) !
Event invitation
Local promo by sms
National promo by sms
Push notification
Electronic voucher
9%
52%
62%
45%
26%
Percentage
Which promotions are the most relevant ?
Event invitation
Local promotion
National promotion
Game
Electronic voucher
41%
31%
0%
0%
22%
22%
27%
11%
10%
9%
MensLadies
Ladies prefers to be invited to events while men are eager to receive local promotions.
National promotions don’t seems to be interesting for womens as it is the case for games.
Older people have the highest willingness to get local promotions with 72% !
Consumers take action after having received a promotional sms on their smartphone !
45% of smartshoppers search on their smartphone after having received a promotion on it ! This goes to 50% for the seniors!
24% go to the shop… !
SMS is a matter of “all or nothing” ! 36% of smartphone users say they read it and delete it immediately! It goes to 50% for the seniors.
Go to Shop
Read & Delete
Search on tablet
Search on computer
Search on Mobile
24%
36%
10%
29%
45%
Percentage
When smartshoppers go to the stores after receiving an SMS, they buy more…
I bought the product / service
of the sms
I bought the product / service of the sms and
more
I bought another product / service
I haven't bought anything
4%
54%
12%
31%
6%
30%
19%
45%
MensLadies
Most ladies have bought more than the product/service proposed in the sms !
On the men’s part, the majority as bought the product/service proposed in the sms or something else.
It is at the men’s part that people buy the less when going to the shop.
The majority of smartphone owners have already received promotions on their smartphones. The media that is currently preferred by retailers is the SMS.
Local promotions and invitations to events are the most relevant kind of SMS marketing actions for smartshoppers.
When well done, consumers like them and act on it ! The most common actions are to search on mobile and to go to the stores ! It is then mandatory for Retailers to foresee a mobile interface for their website!
More than ever when knowing that consumers go to the stores after having received a mobile promotion buy and buy more than what they have been invited to!
Smartphone as a tool to search while shopping
Consumers use their smartphone to search for more information when exposed to off-line advertisingNewspapers and magazines have a high impact on mobile search! After viewing an add in this type of media, shoppers like to search for more info on their smartphones!
This behavior is less important for the junior (47%), but much more for the seniors (87%).
When interviewing the non-smartphone owners, we understand they are also interested in having a smartphone to search for more info ! A bit less for the written press (45%), but much higher for posters/billboards in the street (28%) and Radio adds
TV adds
Radio adds
Adds in newspapers or magasines
Posters / billboards in the street
19%
11%
57%
28%
Percentage
They like to search for products, promotions and places
Promotion
Product
Price
Game
Find a shop
Social Networks
67%
86%
22%
18%
29%
5%
Percentage
Percentage
After having being exposed to an off-line add, the majority of mobile searches are for products and promotions !
Then, comes the localization (your shops) and prices.
As many shoppers use their smartphone to search, it is very important to offer them a nice mobile version of their site. What will they be looking for ?
Your 4 P’s:• Products• Promotions• Places• Prices
Mobile Marketing is very easy ! It is only a question of displaying nicely your most conventional information !
Geolocation, something in which you should invest !
Have you already / would you like to use geolocation on your smartphone for shopping ?
Smartphone owners
81%
19%
YesNo
Non-smartphone owners
60%
40%YesNo
To search for what type of retailer ?
Smartphone owners
Tankstation
Grocery shop
Haircutter
Restaurant
Wellness center
Bar
0%
64%
81%
66%
70%
79%
29%
13%
0%
53%
0%
72%
MensLadies
Non-smartphone owners
Tankstation
Grocery shop
Haircutter
Bar or restaurant
18%
22%
12%
73%
36%
27%
67%
76%
MensLadies
Which tool are shoppers using to geolocalise ?
Spontaneously remembered
Google +
Foursquare
49%
20%
Geoloc
Suggestion remembered
Google +
Facebook Places
Foursquare
98%
92%
41%
Geoloc
Will you use more geolocation in the future ?
91%
9%
YesNo
Geolocation is recognised by shoppers as the tool they all want to use!
What does it means to Retailers?1. They should be ready and have a mobile site2. They should also be ready on the social
networks:– Google +– Facebook Places– Foursquare
Apps VS Mobile Site
The majority of shoppers having a smartphone do not know the difference between Apps and Mobile Sites !
Men
34%
66%
YesNo
Ladies
43%
57%
YesNo
But they would rather use the web when shopping !
When they need more info while doing shopping, smartphone owners tend to prefer using the web.
Their first reflex is to use the search engines and then the websites.
Apps are only used by 18% of the shoppers.
Website
Search Engines
Apps
46%
77%
18%
Percentage
Why would you use a mobile site while shopping ?
To find product info
To compare prices
To compare products/services
to search for a promo
To search for a shop
45%
16%
16%
66%
62%
35%
16%
16%
39%
47%
MensLadies
When doing shopping, smartphone owners would rather use a mobile site to search for a promotion and to find a store.
The third reason is to find product information.
Some also like to compare prices, products or services.
It is interesting to note that ladies seems to be using more mobile sites than men!
There is no point in comparing mobile sites and mobile Apps. Sites are most commonly used by mobile shoppers!
Retailers must focus on mobile sites first !
What is not in this study, but can be found over the web is that Apps will be most used when wanting to deepen the conversation with consumers through loyalty programs for instance.
DURING SHOPPING
How do Belgian shoppers use their smartphones while doing shopping ?
Showrooming
Wikipedia:
“Showrooming is the act of examining merchandise in a Brick & Mortar retail store
without purchasing it there, then shopping online to find a lower price for the same item”
Thanks to mobile technologies, more and more showroomers also use this technique to find another store where to buy the same product but cheaper or a similar product cheaper.
Have you already used a price comparison tool while being in a shop ?
Men
49%51%YesNo
Ladies
27%
63%
YesNo
Which tool are you using to search for info on a product while being in a store ?
Website of the shop
Website of the brand
Generic website
Search engine
Shopping App
Brand App
46%
40%
45%
77%
18%
12%
Percentage
Percentage
Again, the first reflex of shoppers having a smartphone is to go on search engines. Based on our experience, Google is used in 98% of the cases !
Then, websites are what people visit when having questions. It can be from the brand, the retailers or a generic one!
What kind of information where you looking for while being in a store ?
The majority of shoppers who own a smartphone are looking for info about the product or service they want to buy!
From time to time, they also are looking for more info about other shops where to buy the product.
Then comes price and information about promotions proposed in the stores.
This repartition is pretty similar on each age and sex slices.
Price
Service
Product
Shop
In-store promo
37%
74%
87%
53%
13%
Percentage
20%
33%
47%Less goodAs goodBetter
3%
58%
39% Less good
As goodBetter
7%
52%
41%
Less goodAs goodBetter
25-40 y
15-25 y
40 +
How is the information found on a smartphone compared to what you get from the sales assistant ?It is interesting to note that for every selected age slices, more people think that the info found via a smartphone is better than the one received from the sales assistant !
If this service was more adapted to smartphones, would you use it mostly ?
91%
9%
YesNo
Showrooming is an activity that will be more and more done by customers !
And Retailers should not be afraid of that, according to a study made by Deloitte*, showrooming will have much more impact on in-store sales than on e-commerce sales !
It is just a matter of being ready for it and providing the relevant information for the customers !
* http://www.deloitte.com/view/en_US/us/Industries/Retail-Distribution/deebf5bbc7d28310VgnVCM2000001b56f00aRCRD.htm
QR codes
Have you already scanned a QR code ?
Men
51%49% YesNo
Ladies
63%
49% YesNo
39% of non-smartphone owners know what is a QR code !
To see what type of information ?
An online Add
A promotion
An invitation to Social Networks
A service
A product
A shop
50%
32%
9%
88%
97%
51%
48%
37%
15%
69%
85%
38%
Men
Ladies
There are many reasons why shoppers scan QR codes. The majority is to see more details about a product or service !
Then, it is to see adds and promotions. Shops arrive in the 5th position with 38% of men and 51% of ladies.
What do smartphone owners after having scanned a QR code while in a store ?
In the majority of the cases, smartphone owners have bought after the scanning of a QR code!
But every scanning doesn’t lead to a purchase ! In many cases, the shopper leave the shop without buying.
Left the shop without buying
Ask an advice to the seller
Buy a product
53%
14%
92%
69%
6%
78%
79%
21%YesNo
86%
14%
YesNo
92%
8%
YesNo
25-40 y
15-25 y
40 +
Would you use mobile scanning more if retailers were proposing more possibilities for it ?Younger groups seems to have more interest for QR codes. Nevertheless, in all the age groups, a vast majority of smartphone owners would love to scan more !
QR codes are more and more used by consumers. And even if many marketeers will say “it is not working” or “the results are not good”, it is probably because they haven’t done it themselves of because they did it on a wrong way !
Want to know how to create a nice QR code campaign? Read this: http://mobilosoft.com/blog/how-to-create-a-value-added-qr-code-campaign/
Social shopping
When doing shopping, is friends and family advice important ?
Smartphone owners
13%
65%
22%Very impor-tantImportantModerately important
Non-smartphone owners
11%
52%
27%
10%Very impor-tant ImportantModerately important Unimportant
19%
81%
YesNo
36%
64%
YesNo
63%
37%YesNo
25-40 y
15-25 y
40 +
Have you already shared on the social media while doing your shopping ?
It is not a surprise to learn that the youngest share more than the oldest ! The surprise is to have almost 20% of peoples aged 40 and more using social media sharing while shopping !
Through which networks are you sharing the data while doing shopping ?
Foursquare
19%
59%
88%
31%
33%
48%
93%
25%
Men
Ladies
Facebook is the first media used while doing shopping! Then comes Foursquare and, in Belgium, Pinterest is before Twitter!
Another surprise come with the fact that men share more on Facebook and Ladies on Foursquare !
About what are smartphone-owner shoppers sharing ?
When doing shopping, smartphone owners share on the social media a wide variety of topics.: promos, products, events, the shop…
External stuffs also influence the social media sharing during shopping!
About the shop itself
About a totally other topic
About a promo
Aout a product
About an event happening in the store
55%
61%
50%
55%
44%
Percentage
64%
36%YesNo
47%53%
YesNo
73%
37%YesNo
25-40 y
15-25 y
40 +
Will you communicate more often about your shopping on social media in the future ?
In the future, this practice will become bigger and bigger! Retailers should be ready for it !
Social media sharing become more and more important in the life of consumers. They like to share what they do.
When you know that a consumer is 4 times more likely to buy a product from a brand/store whose Facebook page is liked by a friend, there is no reason why not to invest in it!
On your mobile sites and Apps, you should promote social media sharing !
Mobile Loyalty
Have you already used a mobile loyalty card ?
21%
79%
Percentage
YesNo
A mobile loyalty card is a loyalty card stored on the customers smartphone.
Offering this type of service seems to be very interesting for consumers. But at the moment it doesn’t seems to be well used!
Would you like to use a mobile loyalty card in the future ?
Smartphone owners
90%
10%
YesNo
Non-smartphone owners
65%
35%
YesNo
While it is not yet used by smartphone owners, there is a strong interest in such programs: the mobilization of loyalty cards.
Many initiatives already exist in this area. A new example is the passbook proposed by Apple: all the loyalty cards may be stored in the iPhone (more info here).
But the main problem we see in the market is the fact that the majority of Retailers are not able to read the screens of the smartphone with their current barcode readers !
POST-SHOPPING
How do Belgian shoppers use their smartphones after they went shopping ?
After shopping
Have you already searched for information about a product you purchased in a shop with your mobile ?
19%
81%
Percentage
YesNo
Mobile site
Desktop site
Shopping App
0% 50% 100%
26%
66%
10%
On which support ?
On which support ?
Have you already used your smartphone to check, after a purchase, if you made a good deal ?
44%
56%
Percentage
YesNo
While looking for more info about the product is not really an activity that has some success, quite some people check if they really made a good deal!
Almost 50% of smartphone users report they have used their smartphone to check this!
Have you used / would you like to use your smartphone to redeem cash-back coupons ?
Smartphone owners
31%
69%
YesNo
Non-smartphone owners
45%
55%
YesNo
Smartphones are not yet used as an extensive tool for post-purchase reasons. We see some potential in the cash-back part.
And it is interesting to note that non-smartphone owners would be the most interested target !
Conclusions : it is time to act !
From this study, Retailers should retain that more than half of their shoppers may have a smartphone in their pocket while shopping ! They are interested in getting more in touch with the retailers thanks to their smartphone.
What do they expect? The expectations are quite simple: get info about the 4 P’s (Products, Promotions, Places and Prices) and being able to share the word via the social networks.
Is there an opportunity to tackle?
Yes ! When you know that only 7% of the retailers have a mobile website*, there is some space for the first who will act !
Another opportunity is available in the mobile loyalty card… But some investments are necessary in the barcode readers.
http://www.slideshare.net/mobilosoft/mobile-web-presence-among-the-belgian-retail-sector
More info ?
• Contact: [email protected]
• Blog: http://www.mobilosoft.com/blog
• Audit tools:– Test your site:
http://www.mobilosoft.com/testyoursite