mobilesquared nick lane
TRANSCRIPT
@mobilesquared
Everything you wanted to know about mobile commerce, but were afraid to ask Nick Lane, C.I.A., mobilesquared
@mobilesquared
Mobile Insight Specialists
Who We Work With
@mobilesquared www.mobilesquared.co.uk
And announcing
@mobilesquared www.mobilesquared.co.uk
A joint venture between mobilesquared and
Dot Media, delivering research and
consultancy services to Dot Media’s global
customer base. Let us know how we can help you!
www.mobilesquared.co.uk
Source: mobilesquared MCT www.mobilesquared.co.uk
Around the UK
@mobilesquared
5% mcommerce
users
12% mcommerce
users
8% mcommerce
users
10% mcommerce
users
6% mcommerce
users
3% mcommerce
users
5% mcommerce
users 7% mcommerce
users
11% mcommerce
users
2% mcommerce
users
13% mcommerce
users
18% mcommerce
users
The user landscape
@mobilesquared www.mobilesquared.co.uk
iPhone users account for 29% of
mcommerce users, which represents 79% of total iPhoners
Android users account for 47% of mcommerce users, which is 49%
of total Androiders
In 2014
35.5 million mcommerce users in 2015
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
50,000,000
2013 2014 2015 2016 2017 2018
Mobile commerce users, total UK
iPhones Android Other Smartphones Featurephones
Exclusive research
@mobilesquared www.mobilesquared.co.uk
The following data is based on research of 1,002
mobile device (smartphone and tablet) users across
the UK aged between 18-64, and mobilesquared’s
ongoing UK mobile market research and insight
Research partner
gmi-mr.com
@mobilesquared www.mobilesquared.co.uk
Our boys
Steps to success
@mobilesquared www.mobilesquared.co.uk
World Cup shoot out
@mobilesquared www.mobilesquared.co.uk
Aiming the ball to the left is expected to increase the chances of scoring
by a factor of 3 compared to a ball aimed in the centre.
Players with fair hair tend have higher chances of scoring compared to
bald or dark haired colleagues
A short run-up to taking the penalty is expected to decrease the
chances of scoring by a factor of e-0.9 to approximately 41% of their chances with a tangible run-up, all else equal.
Aiming high also tends to increase the expected probability of a player
scoring, and those who can stroke the ball into the net using their side foot have an increased expected probability of scoring.
@mobilesquared www.mobilesquared.co.uk
England to win World Cup 25/1
England to get knocked out on penalties 7/1
An mcommerce World Cup?
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
1 million Will use mcommerce more to not miss matches
1.5 million Will use mcommerce less to go out and avoid matches
950,000 expect to use their mobile device less
1.8 million Expect to use their mobile more during the World Cup
Relevant ads will score
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
An additional 1.6 million will click on a mobile ad viewed during a World Cup match
850,000 will continue to make the
purchase on their PC/laptop
750,000 will continue to
make the purchase
on their mobile
device
It’s all a bit Hodgson
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
80% claim their mobile usage will not change during the World Cup
that’s
32 millionpeople
Average spend
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
£1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know
What is your average mobile device transaction over the last 12 months?
Smartphone Tablet
Average spend (gender)
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
£1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know
What is your average smartphone transaction over the last 12 months, gender?
Male Female
Average spend (gender)
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
£1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know
What is your average tablet transaction over the last 12 months, gender?
Male Female
Average spend (regional)
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
£1-10 £11-20 £21-50 £51-100 £101-200 £200-500 £501-1,000 >£1,001 I don’t know
What is your average mobile device transaction over the last 12 months, region?
North Midlands South
Over the next 12 months
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
15%
45% 6%
33%
In the next 12 months, do you think you will be purchasing more or less using your mobile device than now?
More
The Same
Less
I will not be using my mobiledevice to make purchases
Males are more likely
to increase their mobile spend over the next 12
months
Frequency
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
0%
10%
20%
30%
40%
50%
60%
Several times aday
Every day A few times aweek
Once a fortnight Once a month Once every othermonth
Once a year I do not use mymobile device tomake purchases
How often do you use your mobile device to make a purchase?
Smartphone Tablet
Frequency (by device)
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Several times aday
Every day A few times aweek
Once a fortnight Once a month Once every othermonth
Once a year I do not use mymobile device tomake purchases
mpayment frequency by device
Smartphone Tablet
Preparation
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
29%
38%
22%
41%
28%
38%
30%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Use your mobile device to researchproducts and services, but will buy in
store
Use your mobile device to researchproducts and services, but will buy on
your PC
Use your mobile device to researchproducts and services, and will
purchase using your mobile device
None of the above
Before you make a purchase do you...
Male Female
Why?
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
0%
5%
10%
15%
20%
25%
30%
35%
I don't like goingshopping
I browse when Iwatch TV
I would ratherbe doing
something else
In response toan in-app push
notificationalerting me to a
special offer
In response to arelevant mobilead I have seen
In response to arelevant mobile
marketingmessage I have
receive
It is moreconvenient
If I seesomething I likewhen browsing Iwill purchase it
It is a last-minute gift (I
had forgotten tobuy something)
Male Female
Mpayments is convenient and spontaneous
What are people buying
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
Groceries Clothes Electricalgoods
DIY Gift vouchers Tickets Holiday Car Other
What items have you purchased using your mobile device?
Total Male Female
Consumers are buying in
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
7% 2%
20%
31%
40%
How was your mpayment experience?
I will not be doing so again
Not good
Ok
Good
Excellent
Consumers are buying in
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
7% 2%
20%
30%
40%
How was your mpayment experience?
I will not be doing so again
Not good
Ok
Good
Excellent
3.1 million
6.2 million
9.7 million
12.8 million
Clothes shopping
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
12.6 million females have purchased
clothes using a mobile device
39% said their experience was excellent
41% said their experience was good
DIY
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
6.7 million people have purchased
DIY products using a mobile device 51% said their experience was
excellent
36% said their experience was good
Groceries
Source: Expedia
@mobilesquared www.mobilesquared.co.uk
61% of groceries
purchased via a mobile device are by females
36% of females had an
excellent experience
Mobile ‘mobile’ shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
17% of tablet users will browse and use
apps while out shopping
41% of smartphone
users will browse
and use apps
while out
shopping
Mobile mobile shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
Adding in some geo
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
1.7m males / 1.5m females have clicked on an ad to download a voucher
1.2m males / 0.78m females
have clicked on an ad to receive info on a local store
0.73m males / 0.44m females have clicked on an ad providing step-by-step directions
0.7m males / 0.7m females
Yet to click on an ad but will when served relevant ad
Geotargeting success?
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
84% of people that clicked on an ad to access
directions to the store found the store
78% of people that clicked on an ad regarding a
local store received all the information they needed
69% of people that have clicked on an ad to
download a coupon used the coupon in-store
In-store app usage
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
0%
10%
20%
30%
40%
50%
60%
70%
To speed up finding theproduct's location in-store
To see if the product isavailable
To see if a discountvoucher is available
To compare the cost ofproducts elsewhere
Do you use apps to help when in the store?
In-Store kiosk
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
2.4 million used for information
3.3 million used to check stock
1.5 million used to make a purchase
0.8 million used as no mobile coverage
9.6 million not used, but intend to
In-store mobile shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
14%
37% 39%
60%
27%
40%
45%
53%
0%
10%
20%
30%
40%
50%
60%
70%
To speed up finding theproduct's location in-store
To see if the product isavailable
To see if a discount voucheris available
To compare the cost ofproducts elsewhere
Do you use apps to help when in the store?
Smartphone Tablet
In-store mobile shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
11.8 million Females will use their smartphone to compare costs
2.8 million Females will use their smartphone to find the product’s in-store location
Almost identical usage for males
Mobile mobile shopping
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
• Mcommerce is convenient, spontaneous and supplementary (dual screening with TV)
• Mcommerce delivers 24/7 sofa shopping
• 37% of smartphone users their mobile device when shopping
• 40% claim mcommerce experience excellent; 7% never again
• Smartphone users, and to a lesser extent tablet users, are embracing mobile technology to supplement and enhance their shopping experience
•Mcommerce approaching 45 million users by 2018
• England to reach the semis
Want to know more
Source: Expedia & PhoCusWright/Rearden Commerce
@mobilesquared www.mobilesquared.co.uk
Register for your copy of the
mRetail white paper
or find out more about the
mRetail Report
please speak to any of the Dot Media or mobilesquared team today
Over to you: Any questions?
@mobilesquared www.mobilesquared.co.uk
[email protected] www.mobilesquared.co.uk Tel: +44 (0) 118 380 0733