Kinetic Panel September 2012. Kinetic Moving Minds Panel Regular consumer online survey 504 UK...

Kinetic Panel

September 2012

Kinetic Moving Minds Panel

• Regular consumer online survey

• 504 UK residents

• Surveyed from 4th to 7th September 2012

• Covering current issues affecting the moving world...−QR codes/Tablets (May ’11)−Location based services/Taxi advertising (August ’11)−Shopping behaviour, payment methods (October ‘11)−Smartphone apps, 2012 outlook (December ’11)−Bank holidays, summer plans (March 2012)−Urban experiences, shopping, summer habits/activities

(May 2012)−M-commerce, social activities (July 2012)

• This time...−Smartphone technology usage, mobile banking,

digital formats, FOOH

Agenda

• Olympics

• Holidays and Festivities

• Banking

• Trust

• Mobile Technology

• Future of OOH

• Digital Screens

• Virtual Shopping

Olympics

76% of the UK watched the Olympics Out of the Home, 83% of 18-24s

Watched coverage

OOH

Attended an

Olympic event

None of the

above

73%

14% 24%

Q. Did you engage in any of the following activities around the Olympics?

Source: Kinetic September Panel 2012

McDonald’s, Sainsbury’s and Coca-Cola account for half of the top of mind sponsorship recall

Q. Which 2012 Olympic or Paralympic sponsor comes first to mind?Source: Kinetic September Panel 2012

The Paralympics kept the sponsorship associations strongSainsbury’s and BT in particular benefited from Paralympic coverage

UPSPanasonic

BarclaysBritish Gas

BMWBP

NikeBritish Airways

CadburyAdidas

P&GSamsung

EDFVisa

BTSainsbury

Lloyds TSBCoca-Cola

McDonald's

1%1%1%2%2%2%2%2%2%

3%3%

5%5%6%

7%7%

10%14%

18%

Sep-12

UPS

Barclays

BMW

Nike

Cadbury

P&G

EDF

BT

Lloyds TSB

McDonald's

2%1%

3%2%

2%2%

2%3%4%

3%3%

4%5%

7%5%

1%10%

18%18%

Jul-12

All Spontaneous recall of Olympic/Paralympic sponsors


Sainsbury’s high profile sponsorship of the Paralympics has cemented its association with the eventStrong association also with McDonald’s, Coca-Cola, Sainsbury's and British Airways

Q. Which of the following brands would you associate with the 2012 Olympics and Paralympics?


13%

9%

22%

33%

27%

38%

25%

30%

16%

55%

47%

20%

24%

36%

36%

37%

39%

39%

41%

42%

59%

62% Sep-12

May-12

+163%

+56%

+166%

Holidays and Festivities

At home 45%

At friends 33%

At an event 26%

Somewhere else 22%

At home 20%

At friends 20%

At an event 54%

Somewhere else 26%

We are already making plans for Autumn’s festivities. 34% are planning to celebrate Halloween, and 39% Bonfire night

42% are planning to be OOH for at least one of these events

Q. Which occasions are you likely to actively celebrate in the next coming months?Where will you be for these occasion?

Where will you celebrate Halloween? Where will you celebrate Bonfire night?


Consumers are planning to spend more this Christmas than in previous years62% planning to spend more or the same as last year

I will probably spend more than last year

I will probably spend less than last year

I will probably spend the same as last year

11%

45%38%

15%

42%37%

19%

35%43%

Oct-10 Oct-11 Sep-12


32% will have started their Christmas shopping by the end of SeptemberHALF to start shopping in October or November

When are you likely to start buying Christmas presents?

I have already bought some 23%

This month 9%

October 21%

November 29%

December 15%

Just before Christmas 4%


90% of us will be doing some of our Christmas shopping OOHHalf will buy the majority of gifts online

Q. Where will you do most of your Christmas shopping?

84%

28%

79%

20%

Any

Most

In a shopping mall/centre

Online

90%

52%

43% of 55-64s

89% of 25-34s

On the high street

33% of 65+

87% of 25-34s

60% of 35-44s

93% of 25-34s


CDs and DVDs will be the most popular gift, the majority of which shoppers are planning to buy onlineIn store shopping though is the preference for over half of the categories

Q. What sort of Christmas presents have you bought/are planning to buy this year?

CDs/DVDs - Net 69%

Books - 65%

Perfume and Cosmetics – 59%

Toys and Games - 58%

Electronics – 45%

Jewellery and Watches – 41%

Sport Items – 29%

Home ware and Furniture – 27%

Online – 58%In Store – 24%









Clothing and Footwear – 58%


57% are open to thinking about a holiday destination for next year

Q. Which of the statements best describes your holiday decision making plans for 2013?


Already made a decision about a

holiday destination for 2013

21%

Now thinking about a holiday destination

for 2013

27%

Not yet thinking about a holiday des-

tination for 2013

30%

Unlikely to take a holiday in 2013

22%

57% of us can still be influenced on our holiday plans for 2013

Banking and Technology

We are twice as likely to use online mobile banking compared to 1 year ago

Cashier in Bank

SMS BalancesOnline Mobile Banking

Online Desktop Banking

Mobile App

Oct-11

Sep-12

55-64

19%

32%38%

Oct-11 Sep-12 25-34 London

1%10% 15%

34%

Oc

Se

25-3

4 Lo

12%

28%

48% 46%

O S 1 L1%11%

20%29%

Oct-11 Sep-12

18-24 55-64

63%70%

64%74%

Q. Which method(s) do you prefer to manage/check your finances?


Store Card

Tap to pay by phone

Tap to pay by card Credit card

Debit card

23%

5%

95%

9%

99%

60%

Cash

What payment methods do you use

when you are out shopping?

Londoners use a greater variety of methods to pay including new technologies

UK London

44%

24%

34%

93%

98%

100%


Trust

Consumers are generally more trusting than 6 months ago, particularly for Supermarkets and Travel firms

Finance

Media

Government

Travel firms

Airlines

Telecoms

Other retail

Cars

Entertainment

Supermarkets

Local brands

0% 10% 20% 30% 40% 50% 60% 70%

17%

16%

12%

28%

34%

23%

30%

36%

42%

48%

57%Sep-12

Mar-12

Aug-11

Q. To what extent do you have trust in companies and institutions in the following sections?Source: Kinetic September Panel 2012

Younger audiences are generally trusting and 55-64s have no trust in the Government

Q. To what extent do you have trust in companies and institutions in the following sections?

Loca

l bra

nds

Superm

ar...

Ente

rtai

n...

Cars

Airlin

es

Trav

el fi

rms

Oth

er ret

ails

Tele

com

s

Med

ia

Gov

ernm

ent

Finan

ce0%

10%

20%

30%

40%

50%

60%

70%

18-2425-3435-4445-54


Mobile Technology

Twitter is a social network for those on the move – its usage is high compared to its overall penetration

I have an account and use it regularly

Usage on the move

69%

54%

23%

64%

11%

33%

Q. Which of these statements relating to social networking sites apply to you.Could you indicate where you access social networking websites?


Total smartphone and tablet penetration is now at 68%. Tablet and smartphone growth over the past year has been very strong

My current phone is a smart phone

I am thinking of getting a smart phone in the near future

I currently own an iPad or other tablet computer

I am thinking of getting an eBook reader, iPad or other tablet computer

45%

18%

6%

14%

56%

17%

11%

22%

63%

17%

19%

22%

Sep-12 Mar-12 Aug-11


Usage of location based services is the highest of the technologies mentionedUsage amongst those aware has increased 15% since Dec 2011

Dec-11

Mar-12

Jul-12 Sep-12

61%50%

58% 59%

59%35%

6%Yes

No

Not sure

Awareness of Location based services

Usage

68%

26%

5%

Sep 2012Dec 2011

Q. Which of the following smartphone technologies or services are you aware of?Have you used the following Smartphone technologies in the past 12 month?

+15%


QR codes

65%67%64%May-12

Jul-12

Sep-12

NFC

19%23%25%

NFC awareness is steadily increasing amongst smartphone owners, though usage remains lowQR codes, which are supported by most smartphones, has a much higher level of usage

47%48%

5%Yes

No

Not sure

20%

73%

8%

Awareness

Usage Sep 2012



Google Goggles

29%26%27%May-12

Jul-12

Sep-12

Augmented real...

11%10%14%

Usage is relatively high amongst those aware of Google Goggles and Augmented reality

54%41%

5%Yes

No

Not sure37%

51%

12%

Awareness

Usage Sep 2012



We are now more certain of digital access on the move vs 18 months ago

Feb 2011

57%

75%

23%

Sep 2012

63%

83%

30%

In the future I expect to be able to access the web wherever I am out of

the home

In the future I think most people will carry a mobile phone or tablet computer that can access the

internet

In the future my mobile phone will be the most important piece of

technology I own


Digital Screens

We see digital screens as enhancements to our surroundings and they are likely to both catch our attention and stimulate us

Q. Could you indicate to which extent you agree with the following statements?

Moving digital posters are

more likely to catch my attention Digital screens

could be beneficial

anywhere where people have to

wait for a serviceDigital

screens brighten up otherwise

dull environments

66%

60%

49%


Digital poster screens make public transport environments and shopping malls more interesting and attractive


Public transport

55%

Shoppingmalls

48%


High expectation about a digital future


I’d expect to see digital screens in most city centres in the future

I think more favourably about brands

that offer something relevant to my location

64%

It would be great if I could access the

Internet via digital screens OOH

33%

I would be more likely to react to digital ads that tell me a special offer is

immediately available in a retailer close by

53%

Interacting with digital posters would be a great

way to pass the time while I’m travelling

40%

44%


Our expectations around the future potential of digital screens have grown

Feb 2011 Sep 2012

In the future I expect I will be able to interact with most advertising

wherever I see it25%20%

In the future some digital screens will recognise who I

am

32%18%

In the future I expect some digital screens will show me ads that are relevant to me and what I’m doing

29%26%

In the future I expect I would buy a product or service via a digital poster

screen

22%18%

Q. Please select any of the statements below that you agree with

Virtual shopping

Over half are aware of the shopping element of virtual storefronts Although general familiarity is still low

QR codes - supermarket

Ads may be a way to purchase within the bar-code on the poster

Buy products on screen using tablet to have delivered later

So you can buy what’s in front of you without going to the shop; all you have to do is scan the barcode and you can buy it online using your smartphone

Virtual sales shelves in supermarket

Ordering food shopping at an airport to be delivered prior to your return after a holiday so you get a restocked fridge after you've been away

Q. Do you know what these screens are for?

barcode/touchscreen technology

information

advertising

shopping

11%

16%

21%

52%

Mentions of what the screens could be used for – Example of open ended replies

Mentions of screen usage - categorized


Virtual stores will most likely be more prevalent in the near future and we can already see the benefits as consumers

No; 31%Maybe;

45%Yes; 25%

70% see the usefulness and convenience with virtual stores

Q. Do you think virtual stores could be useful and convenient to you?

The airport is seen as the most beneficial environment to have virtual stores withinThis is because of high dwell time and the convenience of ordering products for when one returns back home from holiday Airport Shopping

mall Rail

station

High Street

London underground

Bus stop

70%

63%

59%

47%

39%

38%Q. In which environment would it be beneficial to have virtual stores? Source: Kinetic September Panel 2012

Gifts, groceries and electronics are the most convenient product categories for us to shop via virtual storefronts

Q. Which products do you think would be convenient to buy in such virtual stores?

Gifts

68%

Groceries

53%

Electronics

52%

Perfume & cosmetics

45%

Homeware

39%

Clothing &

footwear

39%Source: Kinetic September Panel 2012

Summary

Summary

Olympics and Paralympics

• 76% of us viewed part of the Olympics whilst OOH

• Relatively high sponsor association with the Olympics and Paralympics−Notable for Paralympic association with strong late growth for

Sainsbury’s, BT and others

Christmas

• Plans are already being made for Christmas with 23% of the UK having already bought some gifts; 90% of us plan to buy some gifts OOH

• Shoppers are more optimistic about their finances this year with 62% planning to spend the same or more on Christmas than last year


Summary

Banking

• Tap to pay by card is used by 9% of the UK and 34% of Londoners as consumers seek to use the payment method that’s the most convenient for their purchase. Cash and Debit cards are still the most common ways to pay

• The convenience of banking online means that online desktop and mobile banking are the most popular methods for managing and checking finances for 18-24.

Technology

• Over half are aware of the shopping element of virtual storefronts. 70% see them as being useful and convenient

• We are more certain of the role mobile and internet will have to play in the future with 83% agreeing that ‘In the future I think most people will carry a mobile phone or tablet computer that can access the internet’


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Kinetic Panel September 2012. Kinetic Moving Minds Panel Regular consumer online survey 504 UK...

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