JiWire Insights Q3 2013

Transcription

Insights
JiWire Mobile Audience Insights Report
Q3 2013
Q3 2013
Research Overview
Device Ownership and Usage 2
Consumer CPG Path to Purchase Behaviors 3-11
Mobile Ad Performance 12-13
Connected Device Trends & Adoption 14-15
Worldwide Location Highlights 16-17
44%
Mobile ads drove an average of
44% lift in store visits
Source: JiWire, Q3 2013
Our Q3 report focuses on understanding how mobile is transforming consumers’ path to purchase behaviors with respect to the CPG vertical.
The report examines consumers’ location & mobile adoption and behaviors, as well as connected device adoption and Wi-Fi usage trends.
Several important industry insights were identified: the first examines how the proliferation of mobile devices is changing the way people shop.
The second examines how consumers use their devices for pre-shopping activities, and key influencers of their purchase decisions both in-store
and elsewhere. The third area highlights the continued growth of mobile devices for connecting to public Wi-Fi.
Launching this quarter is the market’s first Mobile Ad Effectiveness Benchmark, which leverages JiWire’s Location Conversion Index™, the mobile
industry’s most accurate drive-to-location metric. For the Benchmark we measured the effectiveness of our Q3 drive-to-location campaigns across
several verticals. On average our clients’ mobile ad campaigns drove a 44 percent increase in in-store foot traffic over regular store visits during
the campaign flight.
Key findings include:
• 65% of consumers add products to their shopping list as the result of seeing an ad.
•
69% of consumers want to enhance their shopping experience by having information from the retailer sent to them on their mobile devices while in-store.
•
Device ownership has increased 67% since 2011, with consumers owning on average 3.9 devices.
• Smartphones are consumers’ device of choice for grocery shopping activities throughout the path to purchase, from creating a shopping list to using the device in-store.
•
Mobile devices grew 21% YOY from 56% to 68% of public Wi-Fi connections.
1
Q3 2013
Device Ownership and Usage
How many devices do you own?
Q2 2011
Q3 2013
On average
consumers own:
On average
consumers own:
2.4
DEVICES
Which device do you prefer to use for
grocery shopping activities?
30%
39%
3.9
DEVICES
70%
67%
increase in number
of devices owned
31%
Smartphone
Tablet
Laptop
70% of consumers prefer using their mobile device over a laptop for grocery shopping activities
•Consumers own an average of 3.9 devices, a 67% increase from Q2 2011 to Q3 2013.
•Mobile device adoption is influencing consumer path to purchase.
2
Q3 2013
Mobile is Transforming the Path to Purchase for Grocery Shopping
Which device do you prefer to use for each of the following activities?
60
%
38%
33
36%
%
29%
33%
31%
33
%
32
%
35%
23%
17
Preparing my
shopping list
41%
21%
%
83%
38
%
64%
71%
Posting about my
favorite brands on
social media
69%
65%
Following my
favorite brands on
social media
Smartphone
Tablet
Looking up
nutrition facts
59%
Browsing for
recipes
Laptop
21%
85%
15%
Using in-store to help
me shop
An average of two thirds of consumers prefer mobile devices over laptops for grocery shopping activities
•
Smartphones are the most influential of the devices for the first and last step of the path to purchase.
•
Rapid mobile adoption continues to impact laptop decline, with an average of 28% using laptops for grocery
shopping activities.
3
Q3 2013
Consumer CPG-Related App Usage
Do you have
the following apps?
CPG retailer app
50
%
Food/recipe app
If so, which do you use?
32%
26%
Of that 32%
70% - CPG retailer app
18% - Food/recipe app
6% - CPG brand app
6% - None
Of that 26%
9% - CPG brand app
8% - None
Of that 12%
25% - CPG brand app
11% - None
of consumers have CPG
or food apps on their
mobile device
CPG brand app
12%
50% of consumers have downloaded at least one CPG or food app on their mobile device
•
CPG retailer apps are the most-downloaded (32%), and the most likely to be used (70%).
•
Food or recipe apps are downloaded almost as much as CPG retailer apps, with a 54% usage.
•
Branded CPG apps are the least popular (12%).
4
Q3 2013
How Consumers Use Mobile Devices for Grocery Shopping
Do you create a shopping list?
If so, how?
51%
12%
49%
88%
30%
9%
Yes
8%
3%
No
Hand-written
list
On a mobile
saved as a
note
In a
shopping
app
E-mailed to
myself
In a recipe
app
49% of consumers use their mobile device for creating a shopping list vs. 51% who still prefer a hand-written list
•
Grocery shopping lists are still an integral part of the path to purchase, with 88% of consumers creating them.
•
Apps are significantly less important in creating shopping lists, with 9% & 3% using shopping or recipe apps, respectively.
5
Q3 2013
How Consumers Make Grocery Purchase Decisions
What information would get you to add a product to your shopping list?
62%
54%
29%
48%
46%
37%
36%
35%
28%
33%
29%
27%
21%
13%
9%
Sales, coupons, or
special offers
Recipes for a
food item
Nutrition
information
Female
A list of nearby stores
where the product
is available
Reviews of the
product
Male
A video using
the product
Sales and special offers are the biggest product influencer for both men & women
•
Women are 29% more likely than men to be influenced by sales, and 46% more likely to be influenced by recipes.
•
Men are 33% more influenced than women by proximity to product retailer.
•
Men are equally influenced by recipes and proximity to product retailer.
6
Q3 2013
Mobile Ads Influence Grocery Purchase Decisions
47% of consumers have tried a new
CPG product or new brand
as the result of seeing
a mobile ad
If you saw a mobile ad for a relevant new CPG
product, how likely are you to add
it to your shopping list?
65%
48%
47
%
26%
17%
9%
Very
likely
Somewhat
likely
Not
likely
Never
65% of shoppers add products to their shopping list as the result of seeing a mobile ad
•
47% of shoppers have tried a new product or CPG brand as the result of seeing an ad.
•
One quarter of shoppers claim ads are unlikely to influence their grocery list.
7
Q3 2013
Consumer Mobile Device Usage for Grocery Shopping
Do you use your mobile device in-store?
49%
Average times per month shoppers use
their devices in-store
35%
5.6
4.4
51
%
27%
16%
Smartphone
Tablet
None
Men
Women
Number of times per month shoppers use their mobile device in-store
37%
14%
9
%
1
2
3
12%
6%
4
5%
5
4%
4%
3%
2%
6
7
8
9
10-20
51% of consumers use their device in-store, with over 2x as many preferring a smartphone over a tablet
•
Women use their device while grocery shopping 27% more than men.
•
51% use their device 1-2 times per month while grocery shopping.
•
12% use their device 10 to 20 times per month while grocery shopping.
8
Q3 2013
Key Consumer Purchase Decision Influencers
28%
What information on your smartphone or tablet is most likely to influence your
purchase decision while in a grocery store?
20%
15%
12%
11%
8%
6
%
Receiving a coupon
for a product
in-store
Sale item
notification
Seeing an ad
for a product
Brand/Retailer-initiated activities (69%)
Receiving a push
notification on
my mobile device
Searching for
recipes
Searching for
nutrition info
Searching
for product
reviews
Consumer-initiated activities (31%)
69% of consumers’ purchase decisions are influenced by store or brand marketing promotions
•
48% are influenced by coupons and sale items.
•
Shoppers are significantly more influenced by push marketing over consumer-initiated search.
9
Q3 2013
Consumer Mobile Coupon Usage
How do you use mobile coupons for grocery shopping?
25%
24%
Print it & bring it into the store
12%
9%
Save it in my e-mail
76
%
Save it as an image
Save it directly to my grocery card
Save it in a shopping app
9%
Save it in a mobile wallet
10%
11%
I don’t use mobile coupons
76% of consumers use mobile coupons, indicating a shift of mobile’s influence with grocery shopping
•
51% save mobile coupons on their phone in some format.
•
25% still print coupons and bring the hard copy to the store.
10
Q3 2013
How Consumers Would like to Use Mobile Devices In-Store
47
%
What would you like to be able to do in-store on your mobile
device to make grocery shopping easier?
43%
38%
34%
33%
22%
Set reminders of
what to buy
No scanning
mobile coupons
at checkout
Add items directly to
my shopping list from
any content
Add items directly to
my shopping list
from a recipe
Sync my shopping list
across all my grocery
and recipe apps
Save recipes to my
calendar
47% of consumers want to use their mobile for shopping list reminders
•
43% of consumers want easier mobile coupon redemption.
•
Over one third of consumers want an easier way to manage their shopping list.
11
Q3 2013
Consumer Brand Engagement: Mobile Ad Performance
Methodology:
To compare in-store versus near-store ad performance, we analyzed the overall ad performance across a vertical,
and identified a lift or decline in performance based on proximity to store locations within that vertical.
Where do CPG ads perform the best by proximity?
In-store
<1 mile
from store
1-2 miles
from store
2-5 miles
from store
5-10 miles
from store
Where are consumers engaging with
CPG ads by location type?
10-25 miles
from store
Service
Locations*
+20
%
-1%
+4
%
+12%
Location Type
+1
%
Retail
-36%
Health
Restaurant
Auto
% of total CPG
Engagements
46.4%
28.3%
5.8%
3.4%
2.7%
*Service Locations are defined as places where consumers
take care of household errands, but are not necessarily
retail locations. Service locations include: dry cleaners,
shoe shiners, locksmith, pet groomers, etc.
74.7% of CPG ad engagements occur in service or retail locations
•
Ads perform best when consumer is within 5 miles of the grocery store.
•
Ad performance significantly declines when consumers are 10 miles away or further.
12
Q3 2013
Mobile Ad Effectiveness Benchmark: Measuring Drive-to-Location
Methodology:
We benchmarked all drive-to-location campaigns in Q3 2013 to measure the overall success of mobile in driving foot traffic to stores. We established a normal visit
rate for the general population to the retail locations as an index of 100. Then we compared visits of both audiences exposed to the mobile campaigns as well as
similar control groups not exposed to the campaigns. The result measures only the incremental visits driven specifically by mobile advertising*.
44
11x
% Average lift in incremental store visits driven
by a Mobile Advertising Campaign
More total store visits by mobile
targeted audiences
144
100
29%
111
44%
BRAND
LOCATION
11x
General
population visit
index
Similar audience
control group,
not exposed
Advertiser-targeted
audience,
exposed
• % Lift Exposed vs. General Population: 44%
Audiences targeted with drive-to-location campaigns
had 11x the number of store visits (normal and
incremental) vs non-exposed populations
• % Lift Exposed vs. Control: 29%
Source: JiWire’s Q3 Location Conversion Index™
Source: JiWire’s Q3 Location Conversion Index™
*To learn more about our methodology visit www.jiwire.com/advertisers/location-conversion-index
13
Q3 2013
Connected Device Trends: Public Wi-Fi Usage
How are consumers connecting to Wi-Fi?
16%
40%
44%
Q3 2012
19%
39%
42%
Q4 2012
Laptop
22%
24
%
23%
21
%
Growth in the percentage of
mobile connections,
year over year
38%
40%
40%
Q1 2013
Smartphone
36%
Q2 2013
Tablet
45%
32%
27%
Decline in the percentage of
laptop connections,
year over year
Q3 2013
Mobile devices grew 21% from 56% to 68% of Wi-Fi connections year over year
•
Q3 had the largest increase in smartphone usage than any other quarter in the last year
•
68% of all public Wi-Fi usage was represented by mobile devices, with smartphones at 45% & tablets at 23%.
•
Laptop usage decreased to 32%, a relative decrease of 27% year over year.
14
Q3 2013
Connected Device Trends: U.S. Highlights
Top 10 Wi-Fi Mobile Devices: Q3 2013
Q3
Rank
Mobile Device Top 10
Top Wi-Fi Mobile OS: Q3 2013
Q3 2013
% of Ad
Requests
Q2 2013
Rank
% Change in
Market Share
1
Apple iPhone 37.3% 1
+ 15.6%
2
Apple iPad 21.1% 2
- 31.7%
3
Samsung Galaxy S III 7.9% 3
+ 14.4%
4
Apple iPod Touch 5.4% 4
- 13.5%
5
Samsung Galaxy S II 2.9% 5
- 9.2%
6
Kindle Fire 1.9% 6
- 0.7%
7
Droid Razr 4G 1.9% 10
+ 200.9%
8
Samsung Galaxy S IV
1.7% 27 + 754.5%
9
Samsung Galaxy Note II
1.7% 8
+ 15.2%
10
Samsung Galaxy Tab I
1.2% 7
- 25.1%
Q3
Rank
Mobile Device OS
Q3 2013
% of Ad
Requests
Q2 2013
Rank
% Change in
Market Share
1
iOS 64.9% 1
+1.8%
2
Android OS 32.7% 2
+3.3%
3
RIM OS 1.2% 3
- 23.1%
4
Windows OS 0.8% 4
+33.3%
5
Other OS 0.5% 5
+156.4%
Samsung accounts for 4 of the top 10 devices connecting to public Wi-Fi for the third quarter in a row
•
The iPhone and iPad remain in the top 2 spots, despite the iPad losing 31.7% market share.
•
The Kindle Fire continues to remain the strongest challenger to the iPad in the tablet market segment, but the
Samsung Galaxy Note II is not far behind.
iOS and Android continue to dominate the market as the top Wi-Fi mobile operating systems
•
Android is consistently increasing market share for the third fourth in a row.
•
Windows OS saw an increase of 33.3% while RIM continued to decline.
•
No device running RIM or Windows OS makes the top 10.
Note: JiWire measurement includes all mobile device types in order to provided complete view of how the on-the-go audience is connecting. * OS: Operating System.
15
Q3 2013
Worldwide Location Highlights: Public Wi-Fi Locations
Worldwide public Wi-Fi locations:
2009 – 2013
820,262
Worldwide quarterly growth in
public Wi-Fi locations:
826,087
826,887
826,087
Q2 2013
Q3 2013
682,929
820,262
817,793
414,356
289,476
2009
2010
2011
2012
2013 YTD
Q4 2012
Q1 2013
Worldwide public Wi-Fi locations grew by 186% since 2009
•
Worldwide public Wi-Fi locations declined by .09% from Q2 to Q3 2013 due to database updates.
•
Annual growth of .7% from Q4 2012 to Q3 2013.
16
Q3 2013
Worldwide Location Highlights: Public Wi-Fi Locations
Public Wi-Fi business models: U.S. Q3 2013
Q3
Rank
Country
Q3 2013
Number of
Locations
Q2 2013
Rank
9.8%
% Change
1
South Korea 186,758 1
0.0%
2
United Kingdom 182,654 2
+ 0.03%
3
United States 143,616 3
+ 3.6%
4
China 104,106 4
0.0%
5
France 35,432 5
0.0%
6
Taiwan 24,147 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 9,545 10 0.0%
Paid
90.2%
Free
Public Wi-Fi business models: Worldwide Q3 2013
22.8%
Paid
77.2%
Free
Free public Wi-Fi locations saw an 8.6% increase from 83.0% in Q2 to 90.2% in Q3*
•
U.S. free Wi-Fi hotspots have significant growth over the last year from 81.3% to 90.2%, an 11% increase**.
South Korea remained in the #1 spot for the fourth quarter in a row, despite not adding any new hotspots
• The U.K. came in second, with nearly as many public Wi-Fi hotspots as South Korea.
• The U.S. saw the largest increase in Wi-Fi hotspots, increasing 3.6% to 143,616.
17
*Source: JiWire, Q2 2013
**Source: JiWire, Q3 2012
JiWire Mobile Audience Insights Report Q3 2013
The Q3 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 the Consumer Packaged Goods vertical.
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.
Launching this quarter is the market’s first Mobile Ad Effectiveness Benchmark, which leverages JiWire’s recently
announced Location Conversion Index™ (LCI™), the mobile industry’s most accurate drive-to-location metric. In this
report we measured the effectiveness of our Q3 drive-to-location campaigns across several 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 more than 1,400 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 in September ’13 while the platform data analyzed and Mobile Ad Effectiveness Benchmark results were
from Q3 2013. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

JiWire Insights Q3 2013

Transcription

Similar documents

Q2 2012 - NinthDecimal

JiWire Mobile Audience Insights Report Q4 2012

Q1 2013 - NinthDecimal

click here to the report

JiWire Mobile Audience Insights Report

ARL-2734 2008 Yearbook Ad #2

Super Bowl 50 Stats

Infographie EN

Ordering ISPLS Apparel through Lands` End Business Outfitters

Centrum Góraszka Kolorowe ?ycie

La Boutique

gelson`s market rite-aid