Mobile Audience Insights Report
Q2 2014 Spotlight on Retail
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
Research Overview
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Mobile Path to Purchase Trends................................................2-5
Mobile Ad Influences on Consumer Behavior.......................6-7
Mobile Ad Effectiveness: LCI™ Analysis......................................8
Retail Consumer Profiles........................................................... 9-10
Conclusion.......................................................................................... 11
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110
%
growth in consumers who
research retail products via
smartphones from 2013
Source: NinthDecimal, Q2 2014
Our Q2 research report focuses on understanding how mobile is impacting consumers’ path-to-purchase behaviors within the retail industry.
Specifically, the report analyzes key trends and important industry insights in consumers’ location and mobile adoption.
Our report delves into several key areas of analysis. The first examines how growing mobile usage is reshaping consumer behavior with
respect to researching and purchasing items across the retail spectrum. The second assesses how timing, proximity, mobile ads, and in-store
engagement affect consumer path-to-purchase decision-making. The third looks at ROI from retail-based mobile ads, using our Location
Conversion Index™ and proprietary data to pinpoint key trends.
Key Findings
• Retail mobile ads drove 51% more store traffic than non-retail mobile ads in 2014 (p. 8).
• Smartphones have replaced tablets as the leading mobile device that consumers use to research retail items, with a 110% growth in
usage from 2013 (p. 4).
• Mobile engagement for retail consumers occurs earlier in the path-to-purchase than in other verticals, with 73% engaging with
mobile ads and 81% researching items via mobile before they go on shopping trips as opposed to on-the-go (p. 5 & 6).
• While in-store, 61% of consumers would prefer to receive mobile ads with discounts or sales information, but only 49% are actually
receiving these ads, indicating an opportunity for advertisers to refine their in-store strategy (p. 7).
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
How Retail Consumers Use Mobile for Research & Purchasing
43%
40%
37%
33%
25%
24%
19%
12
%
Entertainment
Electronics
Clothing
13
16%
%
9%
Shoes &
Accessories
9%
Sporting
Goods
Household
Items
11
%
14%
Children’s
Items
7
%
10%
7% 6%
Beauty
Jewelry
Source: NinthDecimal, Q2 2014
Research
Purchase
• Retail consumers use their mobile device to research (37%) and purchase (43%) entertainment-related products more
so than any other retail product.
• Retail consumers are less inclined to use their mobile to purchase specialty items (beauty, jewelry, children’s items)
than generic items (entertainment, electronics, clothing).
• For all retail categories except jewelry, consumers are more likely to use their mobile to purchase items than to
research them.
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
Cross-Device Path-to-Purchase Behavior
Retail Consumer Research Behavior by Device
72% research on
their smartphone
Of that 72%
58% research on
their tablet
Of that 58%
78% research on
their laptop
Of that 78%
66% research
in-store
Of that 66%
Retail Consumer Purchase Behavior by Device
Purchase on
smartphone
Purchase on
tablet
Purchase on
laptop
Purchase
in-store
23%
20%
21%
38%
8%
34%
25%
33%
7%
13%
46%
34%
8%
12%
17%
63%
Indicates top purchasing method
Source: NinthDecimal, Q2 2014
• Retail consumers who research on their smartphones tend to purchase almost equally across smartphones (23%),
tablets (20%) and laptops (21%), whereas consumers who research via laptops and tablets tend to purchase on the
same device (46% and 58%, respectively).
• While the majority of retail consumers (63%) who research in-store also purchase in-store, 20% rely on mobile devices
(smartphones and laptops) to make their final purchases.
• Approximately 1/3 of retail consumers who research items on their mobile devices or laptops still prefer purchase these
items directly in-store.
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
Consumer Preferences for Researching Retail Products
What devices do you use to research
retail products?
How do you prefer to research retail products?
Retailer’s Website
% %
3% 2 1
2013
20%
7%
37%
1
%
45%
Word of Mouth
8%
Smartphone
Shopping
Aggregator’s Website
Email Notifications
Tablet
Retailer’s Mobile Site
Retailer’s Branded
App
Shopping Aggregator’s
Mobile Site
15%
2014
45%
Smartphone
18%
16%
Tablet
Shopping
Aggregator’s App
Push Notifications
& Alerts
Source: NinthDecimal, Q2 2014
Source: NinthDecimal, Q2 2014
• Smartphones have replaced tablets as the leading device for researching retail items, with a 110% growth in usage from
2013, while tablet usage has declined 57%.
• While the majority (63%) of consumers prefer to research retail products via traditional online tools (retailer’s/shopping
aggregator’s websites), the use of mobile as a research tool is continuing to grow, up 46% from 2013.
• Consumers prefer retailers’ own branded resources over shopping aggregators’ resources – they are 3.5x more likely to
research items using a retailer’s mobile site than a shopping aggregator’s mobile site.
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
When & Where Retail Consumers Engage With Mobile Along the Path-to-Purchase
Where do consumers engage with mobile
to research retail items?
What is the average lead time for
researching retail products via mobile?
Item Price
69%
At Home
At Work
12
%
While Commuting
7%
While Shopping
6%
In a Store
Before a
shopping trip
Days
$1 - $49
10
$50 - $99
12
$100 - $249
19
$250 - $499
During a
shopping trip
28
$500 - $999
6%
37
$1000+
45
Source: NinthDecimal, Q2 2014
Source: NinthDecimal, Q2 2014
• 81% of retail consumers use their mobile devices to research items before they before they go on a shopping trip
(either at home or at work), as opposed to on-the-go (19%).
• Retail consumers engage with mobile earlier in the path-to-purchase process than consumers in other verticals, beginning
research of items over $1000 as much as 45 days in advance.
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
How Retail Consumers Engage with Mobile Ads
What information are you most likely to respond to
in a retail-related mobile ad?
In the last 30 days, have you purchased a retail
product as a result of seeing a mobile ad?
55%
60%
45%
Yes
No
36% 35%
Source: NinthDecimal, Q2 2014
25%
When are you most likely to engage with a
retail mobile ad?
7%
s
Ti
p
St
yl
e
to
St th
Off
or e
e Ne
er
Lo a
s/
In
ca res
fo
tio t
n
Ot rma
he tio
rP n
A
M rod bo
ig uc u
ht ts t
Li I
ke
ve
aw
ay
s
Gi
Di
Source: NinthDecimal, Q2 2014
ns
While in a Store
re
ct
io
Di
sc
ou
While on a Shopping Trip
Pr
od
Before You Shop
uc
tR
ev
Pr
iew
od
s
uc
tI
nf
or
m
at
io
n
73%
/S
al
es
15%
13%
nt
s
12%
21%
Source: NinthDecimal, Q2 2014
• While the majority of retail consumers are most likely to respond to a mobile ad containing discount or sales information,
at least 1/3 of consumers also prefer mobile ads with product reviews (36%) and product information (35%).
• Retail consumers are 6x as likely to respond to a retail-related mobile ad before they shop as opposed to when they
are in a store.
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
In-Store Mobile Advertising: How Advertisers Can Increase Engagement
Discount-driven mobile ads
61%
49%
42%
Advice-driven mobile ads
28%
17
20%
%
A Coupon for a Discount
on Items in that Store
Notification of What
Items are on Sale
25%
13%
Store Reviews
20%
8
%
Product Reviews
Retailer-initiated Mobile Engagement
7
%
Style Tips
12%
9
%
10%
Comparison Pricing
Product Recommendations
from Competing Retailer Based on Past Purchases
Consumers’ Preferred Mobile Engagement
Source: NinthDecimal, Q2 2014
• Retail consumers are 37% more likely to respond to discount-driven mobile ads than advice-driven mobile ads while in-store.
• 61% of retail consumers want to receive mobile ads with discounts while in-store, but only 49% are actually receiving them,
indicating a huge opportunity for mobile advertisers to refine their mobile ad strategy.
• Similarly, 42% of consumers want in-store ads telling them which items are on sale, while only 28% actually receive them.
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
Mobile Ad Effectiveness: How Do Retail Ads Affect Drive-to-Location?
Lift in store visits for 2014
retail mobile ads
Lift in store visits for
non-retail mobile ads
51%
Lift in
store visits
193
200
180
160
160
128
140
120
100
100
106
65%
Increase from
control group
140
21%
Increase from
control group
28%
Increase from
general pop.
80
80
60
60
40
40
20
20
General
Audience Matched
Exposed
Population LCI™ Control LCI™
Audience LCI™
Increase from
general pop.
117
120
100
93%
100
General
Audience Matched
Exposed
Population LCI™
Control LCI™
Audience LCI™
Source: NinthDecimal, Q2 2014
Source: NinthDecimal, Q2 2014
• Retail mobile ads drove a 51% greater lift in store visits than all other 2014 mobile ads.
• Consumers exposed to retail mobile ads visited stores 65% more than the control group of consumers who didn’t see the ads.
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
Consumer Brand Engagement: Where Retail Shoppers Are Using Their Mobile Device
Where do retail consumers engage with their mobile device the most?
Retail venues:
5%
8
%
Non-retail venues:
33
7
%
%
3%
31%
9%
10%
13%
18%
17%
26
%
Clothing
Big Box Retailer
Entertainment Venues
Auto
20%
Restaurants & Cafés
Electronics
Sporting Goods
Hotels/Hospitality
Source: NinthDecimal, Q2 2014
Gyms
Banks/Credit Unions
Colleges & Universities
Beauty Salons
Other
Source: NinthDecimal, Q2 2014
• The top retail venues where consumers connect with their mobile devices are clothing stores (33%), big box retailers,
(26%) and electronics stores (18%).
• Approximately 1/3 of retail consumers engage with their mobile devices while in restaurants & cafés (31%), followed by
gyms (20%), and colleges & universities (17%).
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
Understanding Today’s Consumer: Profiles of Electronics & Fashion Shoppers
Electronics Consumer Profile
Fashion Consumer Profile
Demographics:
Demographics:
Average HHI:
$50-$75K
61%
39%
Male
Female
Average Age:
25-34
Average HHI:
31%
69%
Male
Female
$75-$100K
Average Age:
35-44
Top venues where they use their mobile device:
Top venues where they use their mobile device:
Electronics consumers are also:
Fashion consumers are also:
45%
42%
31%
Green
Consumers
Casual
Diners
28
32%
%
Do-ItYourselfers
21
%
Business
Travelers
19%
Sports
Enthusiasts
18%
Students
Health
Enthusiasts
Source: NinthDecimal, Q2 2014
NinthDecimal.com
27%
Fine-Dining
Enthusiasts
Parents
25%
Leisure
Travelers
18%
14%
Entertainment
Enthusiasts
Auto
Intender
Source: NinthDecimal, Q2 2014
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Source: NinthDecimal, Q2 2014
Mobile Audience Insights Report Q2 2014
Spotlight on Retail
Q2 2014 Mobile Audience Insights Report
The Q2 2014 Insights Report highlights recent mobile market audience usage trends for advertisers to apply to their mobile strategies
and campaigns. This quarter focused on the retail industry.
NinthDecimal is the leading mobile audience intelligence platform building the most comprehensive understanding of people by
connecting their digital and physical lives. Our audience data is built on 1 trillion data points from over 1 billion devices, allowing us to
create hundreds of customized audience segments with the scale to drive meaningful business results.
NinthDecimal’s precision, scale, and advanced data science allow us to build the most accurate understanding of audiences,
providing clients with actionable intelligence and massive campaign reach. Our core capabilities differentiate us from any other
player in the industry:
• Precise audience intelligence – We build audiences with location as the foundation, and manage this data with the most accurate and precise approach in the industry.
• Audience scale – With 1 billion profiled devices and 1 trillion data points from these devices, we provide relevant, recent data to create marketable moments to drive campaign success.
• Top-tier measurement and performance capabilities – We are the only company able to measure incremental lift in foot traffic per campaign. Our audience precision delivers a 4x lift in campaign performance over other mobile
targeting approaches.
• One audience and one integrated solution – Unlike with other mobile platforms, we help marketers reach the same audience across display, video, online, and programmatic media channels.
Methodology
NinthDecimal’s Mobile Audience Insights Report research is based on data compiled from a survey of 1,511 randomly selected mobile
users, as well as the billions of data points from NinthDecimal’s proprietary mobile audience intelligence 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 May - June 2014 while the platform data was analyzed throughout Q2 2014. The Mobile Ad
Effectiveness Benchmark results were from 1H 2014.
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Source: NinthDecimal, Q2 2014