JiWire Mobile Audience Insights Report

Transcription

JiWire Mobile Audience Insights Report
Q4 2013 Spotlight on
Quick Service (QSR) & Casual Dining Restaurants
JiWire Mobile Audience Insights Report Q4 2013
QSR & Casual Dining Restaurants
117%
Research Overview
Consumer Dining Frequency Mobile Influence on Path to Purchase Mobile Ad Execution & Engagement Mobile Ad Effectiveness Benchmark Connected Trends & Adoption Worldwide Location Highlights Report Overview & Methodology 2
3-7
8-9
10
11-12
13-14
15
Mobile Online
Consumers chose mobile as a source of
information influencing dining decisions
117% over online sources
Source: JiWire, Q4 2013
Our Q4 research report focuses on understanding how mobile is impacting consumers’ path-to-purchase behaviors specifically for QSR (quick
service restaurants) & Casual Dining establishments. The report analyzes key trends and important industry insights in consumers’ location &
mobile adoption and behaviors.
We identified the following industry insights. The first examines how growing mobile usage is reshaping consumer behavior with respect to
decisions on restaurant and menu choices. The second examines how timing, proximity and various mobile ads affected audience engagement
and path-to-purchase decision-making. To measure mobile ROI, we used the industry’s most accurate drive-to-location metric, JiWire’s Location
Conversion Index™, for the QSR and Casual Dining vertical as well as our newly launched quarterly Mobile Ad Effectiveness Benchmark for all ad
campaigns. The final section identifies key trends in Wi-Fi public locations and connectivity.
Key Findings
› Consumers chose mobile as a source of information influencing dining decisions 117% (2.2x) over online sources.
› 83% of consumers rely on their mobile device for dining decisions while traveling compared to 63% when in home market.
› 93% of QSR patrons make same-day decisions on where to dine vs. 64% of casual dining patrons.
› Menu info (33%), sales/coupons (24%) & location (21%) are the top 3 content categories driving effectiveness of mobile ads for QSR and casual dining brands.
› 75% of consumers are likely to try a new menu item after seeing a mobile ad.
› Consumers exposed to QSR/casual dining-specific mobile ads visited restaurants 35% more than those who didn’t see an ad.
jiwire.com
1
The Consumer Dining Habit Landscape
Which type of restaurants have you eaten
at in the last 60 days?
23%
Patronage Comparison
41%
13%
10%
Moms
4%
2
%
36%
QSR
Casual Dining
20%
19%
10
%
Fast Food
Dads
12%
Women
Men
Casual Dining
Upscale Chains
QSR
Casual Dining
77% of mobile consumers have visited fast food or casual dining restaurants in the last 60 days
› Consumers are more likely to dine at fast food restaurants than casual dining chains.
› Moms visit fast food restaurants 5x more than dads; and casual dining establishments 3.25% more than Dads.
› Women patron fast food & casual dining establishments nearly 2x more than men.
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2
Consumers Discovery Methods
How do you typically discover information about fast
food or casual dining restaurants?
58
%
How are you most likely to discover
info on fast food or casual
dining restaurants?
64%
18
%
39% 43
%
31% 28%
%
23% 25
21%
39%
22%
23% 21%
10% 10%
Word of
Mouth
Restaurant
review app
Billboard or Restaurant’s
sign
website
Fast Food Patrons
Other
Restaurant’s
app
Casual Dining Patrons
39% - Mobile apps
22% - Offline
18% - Online
21% - Other
Consumers chose mobile as an info source influencing dining decisions 117% (2.2x) over online sources
› 39% of consumers use mobile apps to determine where to eat.
› Restaurant review apps are second only to Word of Mouth for both QSR & casual dining restaurants.
› Broader restaurant review apps are preferred 4x over branded restaurant apps.
› After mobile apps, offline & online information sources are close to equal in their influence.
jiwire.com
3
When Mobile Impacts Decision-Making for the QSR/Casual Dining Audience
Which of the following are important when you’re
home versus when you’re traveling?
61%
58%
52%
61%
150%
43%
33%
37%
27% 27%
21
%
23
%
Proximity
Nutrition
Facts
Special
Wi-Fi
Promotion Availability
Home
63%
35%
22
%
27%
When Home: Yes
14%
Menu
Options
Is your mobile device important
in helping you decide
where to eat?
Store
Hours
Directions
14% 14%
14% 12%
DriveThru
Features for
Kids
83%
When Traveling: Yes
Traveling
83% of consumers rely on their mobile device for dining decisions while traveling compared to 63% while
in their home market
› Menu options are most important for mobile consumers while in their home market (61%), while a QSR’s proximity is most important to consumers while traveling (58%).
› When traveling, Wi-Fi availability is 61% more important than when in the home market, and directions are 150% more jiwire.com
important than when in the home market.
4
Consumer QSR Dining Decision Behaviors
When do you decide if you’re going to eat
at a fast food restaurant?
Consumer QSR Dining by Day of Week
4 2
%
%
14
%
12%
93%
Mon.
Tues.
15
17%
%
Wed.
16%
13%
13%
Thurs.
Fri.
Sat.
Sun.
Days Consumers Respond to QSR Ads
20%
20%
Same Day
1 Day in Advance
17%
Several Days in Advance
9%
14%
11%
9%
Mon.
Tues.
Wed.
Thurs.
Fri.
Sat.
Sun.
93% of QSR patrons make same-day decisions on where to dine
› Fast food patronage is consistent throughout the week with Friday & Saturday being the most popular days.
› Consumers engage with mobile QSR ads most on Thursday & Friday by almost a 2x margin compared to other weekdays, jiwire.com
and a 1.7x margin compared to weekend averages.
5
Consumer Casual Dining Decision Behaviors
When do you decide if you’re going to eat at
a casual dining restaurant?
28
%
Consumer Casual Dining Patronage by Day of Week
18%
8%
11
%
64%
Mon.
13%
Tues.
14%
14%
Wed.
Thurs.
18%
13%
Fri.
Sat.
Sun.
Days Consumers Respond to Casual Dining
Restaurant Ads
29%
Same Day
22%
1 Day in Advance
12
%
Several Days in Advance
10
Mon.
Tues.
15%
%
Wed.
6%
Thurs.
Fri.
Sat.
5%
Sun.
64% of casual dining patrons make same-day decisions on where to dine, but 36% decide one or more days in advance
› Friday & Saturday were the most popular days for consumers to frequent casual dining restaurants.
› 51% of consumers were most responsive to casual dining restaurant ads at the beginning of the week.
jiwire.com
6
Mobile Advertising’s Influence on QSR & Casual Dining Patronage
Have you ever tried a new restaurant or menu item
as the result of seeing an ad?
54%
What information in a mobile ad is most likely to get
you to eat at a restaurant?
46%
10%
Yes
No
8%
4%
33%
21%
24%
How likely are you to try a new menu item after
seeing a mobile ad for it?
18
%
7%
75%
Likely
Not Likely
Never
Menu Information
Nutrition Information
Sales or Coupons
Other
Locations
Giveaways
75% of mobile consumers are likely to try a new menu item after seeing a mobile ad
› Menu info (33%), sales/coupons (24%) & location (21%) are the top 3 content categories driving effectiveness of mobile ads
for QSR & casual dining brands.
› Menu information is 38% more important than sales or coupons in influencing consumers’ dining choices.
› 46% of consumers have tried a new restaurant or menu item as a result of a mobile ad.
jiwire.com
7
QSR & Casual Dining Mobile Ad Creative Executions
74%
68%
52%
48%
43%
40%
32%
26%
21%
15%
6%
Rich Media
Ad
Banner Ad
Ad Type
Menu Info Deals/Offers
in Banner in Banner
Locations
Mobile
Website
Banner Content
Video
Offers
Custom
Download
App
Menu Tab
Ad Engagement/CTA
Menu info & deals/offers were the primary ad creative focus for QSR & casual dining
› 68% of mobile ads leveraged rich media ad formats.
› Ad engagement was led by location information at 74%, followed by connecting to brands’ mobile website at 42%.
› 40% of campaigns include video as post-click actions.
jiwire.com
8
Consumer Ad Engagement by Proximity to QSR & Casual Dining Establishments
QSR & casual dining restaurant ad performance vs. Avg. CTR by proximity to location
On Site
<1 mi.
+8
%
-14
%
1-2 mi.
2-5 mi.
5-10 mi.
10-25 mi.
+15%
+10%
+5%
+4%
QSR & casual dining restaurant ads perform 15% better than the average CTR when 10-25 miles from the establishment
› QSR & casual dining ads underperform by 14% when a patron is on site vs. our average campaign CTR.
› Mobile ad campaigns for this vertical perform best within 2 miles of the establishment or 10 miles+ from the location, which
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is supported by home market vs. out-of-market behavior.
9
Mobile Ad Effectiveness Benchmark:
Drive-to-Location for all 2H 2013 Campaigns
Drive-to-Location for QSR & Casual Dining
154
147
37
%
137
54
%
135
100
100
General
Population
LCI™
35%
Audience
Matched
Control LCI™
Exposed
Audience
LCI™
General
Population
LCI™
Audience
Matched
Control LCI™
47%
Exposed
Audience
LCI™
Methodology: Using Location Conversion Index™ we benchmarked all drive-to-location campaigns from the 2nd half of 2013 to measure the overall success of our clients’ mobile ad campaigns. First we established
a normal visit rate for the general population to the locations as an index of 100. Then we compared visits of audiences exposed to the mobile campaigns to a mirror control group of unexposed consumers.
The result measures the incremental visits driven specifically by mobile advertising.
Mobile ads drove 21x the store visits vs. consumers not exposed to the ads for all 2H 2013 campaigns
› Mobile ad campaigns delivered a 54% lift over the general population and a 37% lift over the control group.
› Marketers effectively executing drive-to-location mobile campaigns can see significant lift in foot traffic.
Exposure to mobile QSR & casual dining ads drove 33x the store visits vs. consumers not exposed to the ads
› Mobile ad campaigns delivered a 47% lift over the general population and a 35% lift over the control group.
› QSR & casual dining marketers saw positive ROI and significant lift in foot traffic via drive-to-location mobile ad campaigns.
jiwire.com
10
Connected Device Trends: Public Wi-Fi Usage
How are consumers connecting to Wi-Fi?
19%
22%
24%
23%
Year-Over-Year Device Adoption
23%
16
%
Growth in the percentage of
mobile connections,
year over year
39%
42%
38%
40%
40%
45%
36%
44%
32%
33%
21%
Decline in the percentage of
laptop connections,
year over year
Q4 2012
Q1 2013
Smartphone
Q2 2013
Tablet
Q3 2013
Q4 2013
Laptop
Mobile devices grew from 58% to 67% of Wi-Fi connections year over year, a 16% lift
› 67% of all public Wi-Fi usage was represented by mobile devices, with smartphones at 44% & tablets at 23%.
› Laptop usage decreased to 33% of usage, a relative decrease of 21% year over year.
› In Q4 2013, mobile Wi-Fi connections plateaued.
jiwire.com
11
Connected Device Trends: U.S. Highlights
Top 10 Wi-Fi Mobile Devices: Q4 2013
Q4
Rank
Mobile Device Top 10
Q4 2013
% of Ad
Requests
Q3 2013
Rank
Top Wi-Fi Mobile OS: Q4 2013
1
Apple iPhone 35.1% 1
- 6.0%
2
Apple iPad 28.6% 2
+ 35.9%
3
Samsung Galaxy S III 8.1% 3
+ 2.7%
4
Apple iPod Touch 3.6% 4
- 32.3%
5
Samsung Galaxy S II 2.4% 5
- 14.6%
6
Samsung Galaxy Note II 2.1% 9
+ 21.5%
7
Kindle Fire 7
1.9% 6
- 0.5%
8
Samsung Galaxy S 4
1.2% 8
- 30.2%
9
Google Nexus 7
0.6% 12
+ 54.3%
10
LG Venice
0.5% N/A*
+ 50.0%
* LG Venice was below the 100th rank in Q3
Q4
Rank
% Change in
Market Share
Mobile Device OS
Q4 2013
% of Ad
Requests
Q3 2013
Rank
% Change in
Market Share
1
iOS 64.5% 1
- 0.5%
2
Android OS 33.1% 2
+1.3%
3
RIM OS 1.0% 3
- 9.0%
4
Windows OS 1.0% 4
+27.7%
5
Other OS 0.4% 5
- 27.8%
Samsung accounts for 4 of the top 10 devices connecting to public Wi-Fi for the fourth quarter in a row
› The iPhone & iPad remain in the top 2 spots with the iPad gaining 35.9% market share after losing 31.7% last quarter.
› The Samsung Galaxy Note II outpaced Kindle Fire for the first time.
iOS & Android continue to dominate the market as the top Wi-Fi mobile operating systems
› Android is consistently increasing market share for the fourth quarter in a row.
› Wi-Fi usage with Windows OS increased 27.7%.
Note: JiWire measurement includes all mobile device types in order to provided complete view of how the on-the-go audience is connecting.
jiwire.com
12
Worldwide Location Highlights: Public Wi-Fi Locations
Worldwide public Wi-Fi locations
2009 – 2013
820,262
Worldwide quarterly growth in
public Wi-Fi locations
841,783
841,783
682,929
414,356
826,887
826,087
Q2 2013
Q3 2013
289,476
817,793
2009
2010
2011
2012
2013
Q1 2013
Q4 2013
Worldwide public Wi-Fi locations YOY growth plateaued in 2013
› While Q4 2013 saw the most significant increase in global quarterly growth in public Wi-Fi locations, 2013 in general only saw a 3% increase.
› Global public Wi-Fi locations increased 293% from 2009 – 2013, and 124% from 2011 – 2013.
jiwire.com
13
Worldwide Location Highlights: Public Wi-Fi Locations
Public Wi-Fi business models: U.S. Q4 2013
Q4
Rank
Country
15.6%
Q4 2013
Number of
Locations
Q3 2013
Rank
% Change
1
South Korea 186,758 1
- 0.02%
2
United Kingdom 182,610 2
0.0%
3
United States 152,069 3
+ 5.9%
4
China 104,106 4
0.0%
5
France 35,433 5
0.0%
6
Taiwan 24,148
6
0.0%
7
Russian Fed. 16,829 7
0.0%
8
Japan 15,735 8
0.0%
9
Germany
15,108 9
0.0%
10
Sweden 9,546 10 Paid
84.4%
Free
Public Wi-Fi business models: Worldwide Q4 2013
23.9%
Paid
76.1%
+ 0.01%
Free
Free Wi-Fi accounts for 84.4% of U.S. hotspots and 23.9% of worldwide hotspots
› The U.S. saw the most growth in free Wi-Fi with a 5.9% increase.
› South Korea remained the country with the most public Wi-Fi locations with minimal expansion in Q4 as was the
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case with every country other than the U.S.
14
Q4 2013 JiWire Mobile Audience Insights Report
The Q4 Insights Report highlights recent mobile market audience usage trends offering advertisers insights they can apply to
their mobile strategies and campaigns. This quarter focused on quick service (QSR) and casual dining restaurants.
JiWire is the leading location-powered mobile advertising and data platform. Used by major retailers and marquee brands
across verticals, JiWire leverages proprietary historical and present location data to engage advertisers’ desired audiences
across all mobile devices at scale. Our ROI-driven approach and unique data platform integrates our Wi-Fi and mobile
location big data to deliver true one-to-one mobile audience targeting at four times higher performance over traditional
mobile targeting or geofencing. JiWire has been an innovative leader in evolving mobile advertising and delivering mobile
audiences since 2003. Today our ad technology is powered by our location big data platform of over 20 billion location tags
from more than 850 million devices.
Q3 Launched the market’s first Mobile Ad Effectiveness Benchmark leveraging JiWire’s Location Conversion Index™ (LCI™),
the mobile industry’s most accurate drive-to-location metric. In this report we measured the effectiveness of our 2nd half 2013
drive-to-location campaigns across all verticals. JiWire’s LCI™ offers marketers the ability to measure the ROI of their mobile
spend by providing the actual increase of in-store visits directly attributed to their mobile ad campaign.
Methodology
JiWire’s Mobile Audience Insights Report research is based on data compiled from a survey of 2,260 randomly selected mobile users, as
well as the billions of data points from JiWire’s proprietary Wi-Fi and mobile advertising platform. Location Conversion Index™ measures
ROI by finding the normal visit rate for the general population, then comparing it against audiences both exposed and not exposed to
mobile campaigns in order to measure incremental store visits.
The survey data was collected from November - December 2013 while the platform data analyzed was from Q4, and the Mobile Ad
Effectiveness Benchmark results were from 2H 2013. Quarterly public Wi-Fi location rankings and business model distributions are
based on the final day of the quarter.
jiwire.com
15

JiWire Mobile Audience Insights Report

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