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Remember the Consumer Joy Liuzzo, Senior Director
Remember the
Consumer
Joy Liuzzo, Senior Director
Mobile Insider Summit Special Research• In a special study conducted for the Mobile Insider Summit, mobile
consumers were asked about…
• How they actually used mobile this holiday season
• How they graded shopping related offerings on their mobile
• Which brand advertising is sticking with them
• What new technologies they find exciting
• And more…
But, First Things First…
The Surprise Finding That Will Shift Our Thinking
Pleasantly Confused Consumers
• 25% of Smartphone owners call their phone a ‘regular’ phone, aka, not smart
• These consumers do not act like the typical smartphone user, but they don’t act like the typical regular phone user either
Forrester included this as part of their 2011 predictions
– it’s already happening
Activities Done At Least Once a Week
What Does This Mean?
We Are Not Dealing With a Homogenous Group of Smartphone Users Anymore
And now…
On to the Holidays
19% of Smartphone Owners Signed up for Text Alerts from a Brand during the Holidays
Smartphone Owners
Regular Phone Owners
Download a general shopping application 17% 1%
Download a specific retailer’s application 14% 1%
Make a purchase on your mobile phone using the mobile Internet 18% 1%
Make a purchase on your mobile phone using an application 16% 1%
Sign up to receive text message alerts from a brand or product 19% 5%
Scan a QR code or 2D barcode to get information 12% 1%
Mobile Comes in Handy for Pre-Shopping
Smartphone Owners
Regular Phone Owners
Pre Post Pre Post
Store shopping list 26% 40% 6% 9%
Get alerts about sales 21% 40% 3% 8%
Look for gift suggestions or ideas 17% 38% 2% 8%
While In the Store, Mobile Helps Consumers Connect & Get the Best Deal
Smartphone Owners
Regular Phone Owners
Pre Post Pre Post
Take pictures of products in the store 34% 53% 14% 19%
Get someone’s opinion by sending a photo 25% 51% 11% 16%
Find a product at another store 20% 45% 4% 7%
Look for a better price on a product 29% 43% 5% 6%Find reviews of a product when you are in a store 23% 40% 3% 5%Use your mobile phone to scan a barcode in a store 19% 34% 2% 4%
Coupons & Purchasing Were Used More Than Expected
Smartphone Owners
Regular Phone Owners
Pre Post Pre Post
Use a coupon I receive on my mobile phone 20% 34% 4% 6%
Look for a coupon on your mobile phone 19% 34% 3% 6%Purchase a product when you can’t get to the store or a computer 14% 36% 3% 5%
Essential Holiday Needs on Mobile (over Index) Smartphone Owners
Taking pictures of activities/get togethers 2.2
Getting/sending directions 1.8
Getting someone’s opinion by sending a photo 1.6
Searching for nearby restaurants/food 1.5
Taking pictures of products in the store 1.3
Building shopping lists 1.1
Looking for a better price on a product 1.1
Essential Holiday Needs on Mobile (over Index) Regular Phone Owners
Taking pictures of activities/get togethers 4.9
Taking pictures of products in the store 2.6
Getting someone’s opinion by sending a photo 2.0
Getting/sending directions 1.7
Looking for a better price on a product 1.1
Non-Essential Things to Have On Mobile During the Holiday For Everyone?
• Barcode or QR code scanning
• Check-in to a location
Most Smartphone Owners Give Passing Grades to Offerings on Mobile
Smartphone owners who used these mobile features this holiday season
Grab Bag Data…
Tidbits Around Advertising Recall, Upcoming Technology to Watch, and
The Mix of Private/Public Usage
Mobile Relevant Ads Have The Most Staying Power• Most recalled brand/product last advertised on their phone?
• Verizon
• AT&T
• Droid
• BlackBerry
• Windows
• Apple products
Technology They Are Most Excited About…
How Are Consumers Splitting Their Time Between Public and Private Spheres on Mobile?
Most Important Aspect of Mobile Remains Communication
What is the Most Important Mobile Feature to Their Lives
Smartphone Owners
Regular Phone Owners
Making/receiving calls 40% 65%Texting with friends/family 28% 19%Internet at your fingertips 13% 3%Being able to connect through social networking on your mobile phone 6% 1%Watching videos 4% 0%Functional applications (banking, travel, etc.) 3% 0%Fun-focused applications (games, entertainment) 2% 0%Being able to get targeted information based on your location 2% 0%Getting coupons or deals when you are in the store 2% 0%Scanning barcodes for product information 0% 0%
