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US Vertical Insights Consumer Electronics: Smart Wearable Devices December - 2014
US Vertical Insights Consumer Electronics: Smart Wearable Devices
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December - 2014 !
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1. Objectives & Key Insights
2. Wearable Shoppers Profile
3. The Role of Mobile in Shopping
4. Mobile Ad Receptivity
5. Personas
6. Tips to Combat Showrooming
7. Path to Purchase
8. Research Methodology
TABLE OF CONTENTS
OBJECTIVES AND KEY INSIGHTS
OBJECTIVES• Establish profile of wearable device purchase
intenders on mobile
• Understand mobile media consumption for
wearable device purchase
• Measure receptiveness to mobile advertising
• Illustrate the path to purchase for wearable
device purchase
KEY INSIGHTS• Mobile is the preferred media channel for smart wearable electronics
information; 44% prefer mobile phones, 36% prefer desktop PC/ laptop,
and just 24% in person at a physical store location
• 88% of wearable shoppers are Mobile Showroomers; 41% find better
prices elsewhere and 38% compare products or brands
• Wearable owners most likely learned about new devices via mobile
(57%) and TV (37%), versus via desktop PC or laptop (23%) or in print (19%)
• 85% of wearable shoppers imagine mobile advertising of smart electronics
could influence their electronics purchase
• Wearable shoppers are most attracted to mobile ads with deals/
promotions (54%) and ads they can save to view later (44%)
WEARABLE BUYERS PROFILE
A SMART WEARABLE DEVICE is any clothing or accessory that incorporates computer or advanced electronic
technologies and is connected to the mobile network
What types of wearables are consumers looking to purchase?
SMART WATCH
51% FITNESS/ HEALTH MONITOR
44%
SMART GLASSES
41%
Q: I am planning on shopping for or purchasing the following smart electronics within the next 3 months. (Base: US Smart wearable shoppers; n = 75)
3 Month Purchase Intent of Smart Devices
Q: I am planning on shopping for or purchasing the following smart electronics within the next 3 months. (Base: US Smart wearable shoppers; n = 75) * denotes not necessarily a smart electronic - used for comparative purposes
51% Smart watch
47% Tablet/ Laptop Hybrid
44% Wearable health or fitness monitor
41% Smartphone
41% Smart glasses
32% Tablet
26% Portable game device*
19% Portable MP3 player*
15% eReader
Demographic Breakdown of Wearable Consumers
15 - 17
18 - 34
35 - 54
55+ 24%
34%
29%
7%
Age
$38,607Average Yearly Income
33%
27%
3%
6%
11%
9%
11%
White; American; Non-Hispanic
Black; African American
American Indian; Eskimo, Aleut
Asian; Native Hawaiian, other Pacific Islander
Hispanic; Latino, Spanish
Mixed Race
RaceGender
Other
46% 45%
Male shoppers are 4x as likely as female shoppers to prefer purchasing experiences over physical goods
50%
50%
41%
39%
36%
I depend on electronics to make me efficient in life and save me time
I believe wearable smart devices are the future of technology
I prefer seeing out new experiences over purchasing physical goods
I am usually the first of my friends and family to acquire new technology
Overall health and fitness are a priority for me
I believe wearable smart devices are the future of technology
Overall health and fitness are a priority for me
I depend on electronics to make me efficient in life and save me time
I love to travel
I like to be stylish and up to date
56%
53%
47%
42%
38%
35%I love to travelI feel sentimentally attached to some of my smart devices
37%
Select all that apply. When I shop for smart electronics while at physical store locations, I use my mobile devices to.. Base: US Smart wearable shoppers (male) n = 30; Base: US Smart wearable shoppers (female) n = 22 (See: page 12 for full chart)
Message Association
Message Association, Male
Select all that apply. When I shop for smart electronics while at physical store locations, I use my mobile devices to… Base: US Smart wearable shoppers (male) n = 30; Base: US Smart wearable shoppers (female) n = 22
50% I depend on electronics to make me efficient in life and save me time
50% I believe wearable smart devices are the future of technology
41% I prefer seeking out new experiences over purchasing new physical goods
39% I am usually the first of my friends/ family to acquire new technology
36% Overall health and fitness are a priority for me
35% I love to travel
34% My electronics are a reflection of me
32% I love participating in physical activities/ sports
31% I feel sentimentally attached to some of my smart devices
25% I like to be stylish and up to date
19% I like to stand out from the crowd
Message Association, Female
56% I believe wearable smart devices are the future of technology
53% Overall health and fitness are a priority for me
47% I depend on electronics to make me efficient in life and save me time
42% I love to travel
38% I like to be stylish and up to date
37% I feel sentimentally attached to some of my smart devices
34% My electronics are a reflection of me
30% I love participating in physical activities/ sports
24% I like to stand out from the crowd
22% I am usually the first of my friends/ family to acquire new technology
10% I prefer seeking out new experiences over purchasing physical goods
Smart watch buyers want to use their devices to stay connected with others
To make calls and send messages
To tell the time
To take pictures and record videos
To listen to music or watch videos
To use chat applications
To do work
To play games
To track fitness goals
To use its utility features (e.g. calculator)
To read for pleasure 4%
9%
16%
18%
19%
26%
35%
36%
41%
52%
Surprisingly, only 16% of smart watch consumers prioritize “tracking fitness goals” for smart watch uses
Q: What will you most likely use your smart watch for? Select top 3 responses; Base: US smartphone shoppers n = 39
Top 3 Uses for Smart Watches
52%
Wearable fitness shoppers are focused on improving overall health and losing weight
To improve overall health
To lose weight
To track general fitness goals
To maintain weight
To track what I eat
To listen to music while working out
To increase or tone muscles
To improve my posture
To monitor my heart
To analyze my sleep
To watch videos
To join a fitness group or community
To gain weight
None of these 4%
3%
5%
7%
11%
12%
12%
18%
20%
26%
30%
40%
55%
Top 3 Uses for Wearable Health or Fitness Monitors
0%
Q: What will you most likely use your wearable health or fitness monitor for? Select top 3 responses; Base: US wearable health/ fitness monitor shoppers n = 22; Note: although weight is a large goal, top goal was not to gain weight
55%
Compatibility with other smart devices and price are the most important factors when considering what wearables to purchase
Compatibility with other smart devices
Price
Ability to customize my device
Compatible apps
Comfort
Operating system
Accuracy
Brand
User reviews or recommendations
Having the newest product or version
The way it looks
Other 5%
8%
12%
13%
14%
17%
20%
21%
21%
24%
43%
47%
Top Factors Considered for Smart Wearables Purchase
Q: When deciding which wearable smart devices to purchase, what features are most important to you? Select top 3 features; Base: US Smart wearable shoppers n = 75
47%
43%
THE ROLE OF MOBILE IN SHOPPING
Users on InMobi’s network spend 3.6 hours consuming mobile media per day
Print 0.9 hr
Radio 1.5 hr
Computer 1.9 hr
TV 2.2 hr
Mobile 3.6 hr
The average mobile web user in the US consumes more mobile
media than any other type
10.1 HOURSof media per day
Source: US Mobile Media Consumption Study, InMobi, Feb 2014 (click for the complete report) Base: US Mobile Internet Users, n = 1012
Sites and apps Wearable Shoppers frequent
63% 61% 57%
55%
49%
35%
55% 50%
44%
28%
41%
Games Utilities Shopping
Social Media
Weather
Fitness
Chat/ Messaging
Entertainment
News Sports
Finance
Wearable consumers frequently access content on mobile sites and apps
Q: What types of applications or web content do you access regularly (at least weekly) on your mobile devices? Select all that apply;Base: US Smart wearable shoppers n = 75
Mobile is THE PREFERRED media channel for Smart Wearable electronics information
Q: How do you typically research information about smart electronics? Select top 2 sources; Base: US Smart wearable shoppers n = 75
96% of Smart wearable consumers would use
mobile to shop for smart electronics
Mobile surpasses online and in-store for wearable research
Mobile phones
Desktop PC or laptop
In person at a physical store location
Tablets
Talking with co-workers
Talking with friends or family
TV
Print (Magazines and newspapers) 6%
12%
13%
14%
23%
24%
36%
44%
Most Preferred Media Channels for Wearable Electronics Research
Q: How do you typically research information about smart electronics? Select top 2 sources; Base: US Smart wearable shoppers n = 75
23%
44%
35%
37%
55%
59%
60%
67%
73%
Create dynamic cross-media campaigns that utilize multiple media sources and multiple mobile touch points
Mobile is the go-to-source for Smart electronics information
Wearable Shoppers Turn to Mobile After Seeing Ads on...
73%
67%
Q: Have you looked for information about ANY smart electronics on your mobile devices (smartphone or tablet) after seeing/ hearing advertisements of the following types; Base: US Smart wearable shoppers n = 75
Wearable Shoppers are Digital Window Shoppers
Comparing product information is 114% more important to wearable shoppers than comparing brands; Comparing specific product information is 125% more important than learning about specific brand information
Q: In general, when researching or looking up information about smart electronics on your mobile devices which of the following do you find most helpful? Select top 3 choices; Base: US Smart wearable shoppers n = 75 (See: page 24 for full chart)
Most Helpful Smart Electronics Information Available on Mobile
34% Product
Comparison
34% Product
Reviews/ Demos
31% Deals &
Promotions
28% Price
Comparison
26% User
Reviews
21% General
Tips & Info
86% of Wearable Shoppers are Mobile Showroomers
Top Showrooming Habits of Wearable Shoppers
41%
Select all that apply. When I shop for smart electronics while at physical store locations, I use my mobile devices to…; Base: US Smart wearable shoppers n = 75 (See: page 24 for full chart)
38%
33%
31%
29%
25%
Find better prices
Compare products or brands
Research brand information
Ask friends/ family for advice
Read consumer reviews
Look for general info & tips
Shopping Habits of Wearable Consumers
Top Showrooming Habits of Wearable Shoppers
Select all that apply. When I shop for smart electronics while at physical store locations, I use my mobile devices to…; Base: US Smart wearable shoppers n = 75 Not shown: “I don’t use my mobile device when I shop for smart electronics in stores” ~ 14% Q: In general, when researching or looking up information about smart electronics on your mobile devices, which of the following do you find most helpful? Select top 3; Base: US Smart wearable shoppers n = 75 Not shown: “I do not use my device to shop for electronics” ~4%
41% Find better prices
38% Compare products or brands
33% Research brand information
31% Ask friends/ family for advice
29% Read consumer reviews
25% Look for general info & tips
22% Watch product demos
18% Use store-specific apps
17% Research product tech specs
13% Use brand-specific apps
34% Product comparison
34% Product reviews/ demos
31% Deals/ promotions
28% Price comparison
26% User reviews
21% General tips & info
17% Contact customer service
17% Share info with friends and ask for feedback
16% Brand comparison
15% Specific brand information
Most Helpful Smart Electronics Information Available on Mobile
MOBILE AD RECEPTIVITY
Wearable owners learned about new devices via mobile and TV
Q: How have you heard or learned about new smart WEARABLE devices in the last three months? Select all that apply.; Base: US smart wearable owners n = 54
On my mobile phone
On TV
On my tablet
Via word of mouth
On my desktop PC or laptop
In a magazine or newspaper
Through my wireless carrier
On the radio
Through my company
Billboard or other outdoor ad
None of these 4%
5%
8%
8%
17%
19%
23%
26%
30%
37%
57%57%
30%
Methods shoppers learn about new smart wearable devices
Wearable consumers have high expectations for mobile ads
90%
85%
78%
73%
85%
68%
Introduce you to something new . . .
Provide the best deals for you . . .
Provide you with better options . . .
Help you find something nearby . . .
Influence your purchase
Influence you to switch brands . . .
Do you imagine mobile advertising of Smart electronics could...
Q: Do you imagine mobile advertising of Smart electronics could...; Base: US Smart wearable shoppers n = 75 (See: page 29 for full chart)
90% Introduce you to something new
85% Provide the best deals for you
78% Provide you with better options
73% Help you find something nearby
68% Influence your online purchase
68% Influence you to switch brands
65% Influence your in-store purchase
62% Influence you to buy via your mobile
* * *
85% Influence you to purchase via mobile,
online or in-store (aggregate)
Do you imagine mobile advertising of Smart electronics could…
Q: Do you imagine mobile advertising of Smart electronics could...; Base: US Smart wearable shoppers n = 75
Wearable consumers are most attracted to deals and want to save ads to view again later
Q: What types of ads for smart electronics would you be most interested in seeing on your mobile device? Select all that apply; Base: US Smart wearable shoppers n = 75
Deals/ Promotions Save to View Later Rich Media Product Info Store Locator Share Functionality Native Ads
24%27%
35%38%40%
44%
54%54%
Mobile Ad Preference
PERSONAS
Utilitarians
“I will use my device for its practical utilities”
Purchase Intent:
Smart GlassesSmart Watch
Wearable Health Monitor
100%37%29%
First Awareness:
TV
Mobile phone
Word of mouth
42%41%31%
Top Features:
Price
Compatibility with devices
Comfort
46%42%30%
Preferred Media:
Desktop PC/ laptopMobile phone
Talking to co-workers
46%30%25%
Most Helpful Info:
Product comparison
Product reviews/ demos
General tips & info
37%33%29%
Ad Preference:
Rich media
Promotions/ Deals
Store locator
57%44%43%
Base: Utilitarians n = 35
Futuristic Techies
“Wearable smart devices are the future of technology”
Purchase Intent:
Wearable Health MonitorSmart Watch
Smart Glasses
62%54%32%
First Awareness:
Mobile phone
TV
Tablet
54%48%36%
Top Features:
Price
Compatibility with devices
Compatible apps
55%40%36%
Preferred Media:
Desktop PC/ laptopMobile phone
In-person at store
52%51%22%
Most Helpful Info:
Product comparison
Product reviews/ demos
User reviews
48%34%30%
Ad Preference:
Save to view later
Promotions/ Deals
New products/ specs
68%68%56%
Base: Futuristic Techies n = 32
Efficiency Cravers
“I depend on electronics to make me efficient and save time”
Wearable Health MonitorSmart Watch
Smart Glasses
58%55%30%
Mobile phone
TV
Desktop PC/ laptop
48%43%31%
Price
Compatibility with devices
Device customizability
63%37%36%
Mobile phoneDesktop PC/ laptop
In-person at store
49%40%27%
Product comparison
Product reviews/ demos
Deals/ promotions
38%37%31%
Save to view later
Promotions/ Deals
New products/ specs
71%58%51%
Base: Efficiency Cravers n = 29
Purchase Intent:
First Awareness:
Top Features:
Preferred Media:
Most Helpful Info: Ad Preference:
Fitness Aficionados
“Overall Health and Fitness are a priority for me”
Smart WatchWearable Health Monitor
Smart Glasses
64%60%17%
Mobile phone
TV
65%37%37%
Price
Compatibility with devices
Accuracy
62%40%31%
Desktop PC/ laptopMobile phone
In-person at store
52%46%24%
Product comparison
Product reviews/ demos
Price comparison
38%35%33%
Save to view later
Promotions/ Deals
New products/ specs
74%73%62%
Base: Fitness Aficionados n = 26
Purchase Intent:
First Awareness:
Top Features:
Preferred Media:
Most Helpful Info: Ad Preference:
TIPS TO COMBAT SHOWROOMING
QR Codes are your friends
Embrace Mobile to Combat Showrooming
EMPOWER YOUR CUSTOMERS
1 out of 2 of electronics consumers use their smartphones to find information instead of asking store employees - make info and reviews easily available to consumers1 !
1 out of 4 wearable consumers want brand or product suggestions tailored specifically to them !
1 out of 4 wearable consumers wants to easily access product information by scanning a product or QR code
Q: Now think about when you’re using your mobile devices in stores to shop for smart electronics. What mobile features could stores offer to help you shop? Select top 3; Base: US Smart wearable shoppers n = 57 1Source: Google, “How In-Store Shoppers Are Using Mobile Devices,” April 2013
Create Unparalleled In-store Shopping Experiences
Q: Now think about when you’re using your mobile devices in stores to shop for smart electronics. What mobile features could stores offer to help you shop? Select top 3; Base: US Smart wearable shoppers n = 57
Provide stellar customer service !Design interactive product demos and tailored hands-on experiences; 1 out of 4 wearable consumers wants interactive product demos !Carry exclusive in-store only products, promotions and deals !Fulfill consumers’ need to have it now - in-store purchases yield instant gratification
Price-match competitors - close the deal while the consumer is in the store !
1 out of 2 wearable consumers likes stores that price-match competitors !
1 out of 3 consumers is attracted to in-store discounts via mobile
!!!
Q: Now think about when you’re using your mobile devices in stores to shop for smart electronics. What mobile features could stores offer to help you shop? Select top 3; Base: US Smart wearable shoppers n = 57
Use Mobile to Stay Competitive
Q: What features would be most helpful in a retailer mobile app? Select top 3; Base: US wearable shoppers n = 57
Most Helpful Retail Mobile App Features
69%
53%
48%
37%
23%
20%
Price Check
Comparison Shopping
Item Availability
Shopping List
Product Demos
Customer Service
6% Store Map
PATH TO PURCHASE
PATH TO PURCHASE• US mobile users spend more than 1/3 of their media time on
mobile, averaging 3.6 hours on their smartphones and tablets
per day. Target wearable consumers on the sites they are
most likely to frequent, e.g games, utilities, chat and
entertainment
• Mobile is the preferred media channel for smart wearable
electronics information, and smart wearable consumers are
likely to turn to mobile for more information after seeing ads for
electronics on other channels. Construct a comprehensive
cross-media campaign that leverages the mobile media
multiplier
PATH TO PURCHASE• Wearable shoppers are Mobile Window Shoppers; 86% of
wearable shoppers use their mobile devices while they are
shopping in stores. Leverage mobile to help combat
Showrooming
• Wearable consumers are very receptive to mobile ads; 85% of
wearable consumers feel that mobile ads could influence their
electronics purchases. Design ads that speak to their
personas, offer promotions, and allow them to save to
view later
• Strategize. Execute. Measure. Optimize.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
On-device survey conducted over YouGov mobile platform
Respondents recruited via InMobi mobile ad network; September - October 2014
Sample of smart wearable purchase intenders n = 75, US mobile ad network
Results targeted and weighted to be representative of the US mobile web population
US NETWORK LANDSCAPE, 2014 Q3
Feature Phone 1.3%
Tablet 26.7%
Smartphone 72.0%
59.3%
38.3%
2.4%Other
Share of Impressions, Operating System
Share of Impressions, Device Type
Share of Impressions, Supply Type
Mobile App Mobile Web
81% 19%
Female
Male
Mobile Phone
Online (Desktop/ Laptop)
Tablet
Television
Print (Magazine/ Newspaper)
Social Media Outdoor (Billboard/ Sign)
Radio
ICON GLOSSARY
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