Date post: | 11-Jun-2015 |
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Business |
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The Mobile Effect Measuring New Shopping Behaviors & Attitudes
Ryan Rothe Director, Client Development Research Now Mobile
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Life of eRiN
Will have a self-contained video play when starting out the presentation. http://vimeo.com/68550353
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Smartphone Users Reach to Phone ~150x a Day # of Times Typical User Checks Phone per Day
Other includes voicemail, charging, and miscellaneous activities. Source: TomiAhonen Almanac 2013.
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Smartphones = Extraordinary Attributes – Connected + Excited + Curious/Interested + Productive
Source: IDC. 3/13. Facebook-sponsored research asked smartphone owners how an array of social and communication activities on their phones made them feel. Most owners use ~7.4 social and communications apps on their phones. Responses are indexed above.
USA Smartphone User Relative Sentiment Index (10 = Strongest, 0=Weakest), 3/13 When Asked How Social and Communication Activities on Smartphones Made You Feel
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The Reality is: Mobile is a Mainstay of Our Everyday Lives Which makes it a key path-to-purchase ‘touchpoint’
Source: www.eMarketer.com
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Make Mobile Devices a Focus of Research Not just a data collection tool
Source: Pew Research Center; National Center for Heath Statistics, National Health Interview Survey
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Today’s Path to Purchase Is More Complex Than Ever… How do you capture better insights?
Awareness Interest
Desire Action
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The New Multi-Screen World Understanding Cross-Platform Consumer Behavior
Source: Google/Ipsos/Sterling, 2012.
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Total Respondents = 5826
Survey fielding Nov 19-21, 2012
Behavioral tracking Nov 19-30, 2012
Sample Behavioral: 1150 Sample Size: 5826 Sample Size: 5826 Store visits: 800
Web-based Surveys Web-behavioral Data Mobile Survey & Behavioral Data GPS Data
A single-source methodology The study: holiday shopping
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Multi Channel Shopping Intent
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3389 3316 3789
4969 5404
3885 4593
5757
3221 3098 2930 2710
0
7000
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
242 247 256
136
207
167 144 153 144
202
254 245
0
300
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
Tota
l # o
f Vis
its
Store Visits GPS Sample = 800
376 281 279
456
701 745
921
543 547 475
204 223
0
1000
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
Tota
l # o
f Vis
its
Mobile Websites Sample = 1150
PC Websites Sample = 5398 To
tal #
of Vis
its
Traffic
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Mobile isn’t the entire answer, but proving to be a revolutionary methodology
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Self-reported and Behavioral Data
&
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What Can Be Captured 2 Primary Mobile Platforms 7 Types of Data Collected Passively
• Location: GPS
• Apps: usage (foreground time)
• Phone calls: incoming, outgoing, missed, duration
• Text/SMS Messages: sent, received
• Email: sent, received
• Web: URL/websites visited, bookmarks
• Camera: usage
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What We Can Do With…
Location Data (GPS) Considerations
• Filter behavioral data by location
• Derive location type (e.g. home, work)
• Target and push surveys
• Advanced analytics
• Not everyone is trackable
• GPS accuracy: Satellite vs. Network
• Frequency of communication
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What We Can Do With…
App Data Considerations
• Target based on apps installed
• Measure “stickiness”
• Slice and dice
• Capture foreground & background usage
• Passive or “active” usage
• Raw data allergies
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What We Can Do With…
Web/URL Data Considerations
• Track websites/URLs visited
• Aggregate – top sites by category, user
• Compare website usage vs. app usage
• What is captured, what is delivered, and what may be lost
• Time measurement
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What We Can Do With…
Text/SMS, Email, Phone, Camera, Music Considerations
• Track ingoing and outgoing communications
• Log camera usage
• Capture specific details of music played
• Music listening varies by platform
• Boolean capture
• When content is important, ask
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SATQ4bUSA At which .me of the day would you prefer e-‐Rewards to send surveys similar to this? What This Means for Research
Behavioral data stands alone… or hand in hand with other data points
On its own/ Aggregated
• Key indicators and measures
• Trend spotting
Sliced and diced
• Place and time
• Demographics
• Attitudes and behaviors
Combined with survey data
• Stated vs. actual
• Trust but verify
• Understand the “why”
Mobile Shoppers: In-store Smartphone Use In Context
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Study Overview Methodology • Pre and post shopping surveys were
pushed to respondents based on
location • With geo-validation, panelists
were invited to take surveys while within the “fence”
• Behavioral data was collected along
with the surveys
• Focus was on the Grocery channel,
but also collected Mass, Club, Drug
• Study was fielded March through
May 2013
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Study Overview Why combine survey and behavioral data?
• Synthesize data from both sources
• Stated vs. Actual Behaviors
• Trust but Verify
• Understand the in-store shopping
experience and gain a better idea of
what shoppers are actually doing on
their phones while in store
• Does behavior vary by trip type, category, etc.?
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51% Used their phones while in store What did they do?
CASE STUDY
36%
21%
10%
19%
15%
15%
19%
13%
22%
15%
Send or receive a text message
Make or receive a phone call
Use Facebook
Send or receive an email
Use the internet
Behavioral
Survey
Which of the following did you do in the store today?
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Reasons for using the internet varied 1 in 3 internet users compared prices online
CASE STUDY
32%
23% 26%
15%
36%
For what reasons did you use the internet on your phone while in the store today?
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Phone and Text Usage Shoppers commonly called and texted regarding purchases
43%
57%
Did you TALK with someone on the phone to discuss a purchase you
made or were thinking of making?
32%
68%
Did you TEXT with someone about a purchase you made or were thinking of
making?
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Shopper Profile Greg Grocery
Fred Meyer – April 18,
2013
Male, 53, Divorced
Game, Facebook
$14
Special Trip,
Under 15 minutes
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Shopper Profile Suzy Shopper
Stop & Shop – March
28, 2013
Female, 38,
Married
Coupon
Phone, Email,
Retailer App
$96
Stock Up, 46-60
Minutes
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Takeaways Research
• People act like people when in grocery stores. They are on
Facebook. They play games. While they wield smartphones, they
don’t typically use them like retailers might want them to.
• Human element impacts purchase decision: old school
communication – phone – and new school – text - impact the
purchase decision. Apps and web, to a lesser degree.
• Shopping apps are still nascent and retailer apps especially are
underutilized. Opportunity to engage but need to break the usual
stride. People are not accustomed to using their phones in these
newfangled ways – at least in grocery.
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Takeaways Methodology
• Geo, survey and behavioral all complement and stand stronger
together than on their own
• Again, trust but verify
• Here we limited to one shopper, one trip. Can make longitudinal.
• Aggregate and break out
• Competitor analysis
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CASE STUDY
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Questionnaire Design New methodology, new considerations
§ Survey Length
§ Short vs. Long
§ Great medium for daily diaries
§ Hybrid collections
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Online vs. Offline Connectivity availability
§ Cellphone reception
§ App-based or mobile-optimized survey
§ Planning for conjoint/maxdiff elements
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Rich Media Added depth and texture
§ Keep use of audio, photos, or video capture to <5 per survey
§ Magnitude of collection
§ Be careful what you ask for…
§ Power of hearing the voice of the customer
Before
After
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Respondent Recruitment Research objective vs. respondent engagement
§ In-the-moment vs. pre-recruitment
§ Recruiting for missions
§ Geo-based surveys – physical address vs. lat/long (think mall)
§ Billboards, C-Stores, Retail
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