JULY 16 - 18, 2013, Minneapolis, USA

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The original, premier event for the Mobile Marketing Research Industry

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Mobile Shoppers:

In-store Smartphone Use In Context

Roddy KnowlesSenior Delivery Manager, Mobile Research Expert

July 17, 2013

2

Study Overview

Methodology

• Grocery channel

• Pre and post shopping surveys

completed, pushed to

respondents based on location

• Geo-fenced 56 banners

• Behavioral data collected

3

Study Overview

Behavioral Data Capture

7 types of data were collected passively:

• Location: GPS – latitude/longitude

• Apps: usage (foreground)

• Phone calls: incoming, outgoing, missed,

duration

• Text/SMS Messages: sent, received

• Email: sent, received

• Web: URL/websites visited

• Camera: usage

4

Study Overview

Why combine survey and behavioral data?

• Synthesize data from both sources

• Validate location and purpose

• Stated vs. Actual Behaviors

• Trust but Verify

• Understand the in-store shopping

experience

• How does the connected shopper use their phone while shopping?

• Does behavior vary by trip type, length, etc.?

• What roles do smartphones play in purchase decisions?

5

Shopper Profile

Suzy Shopper

Stop & Shop –March

28, 2013

Female, 38,

Married

Coupon

Phone, Email, Retailer

App

$96

Stock Up, 46-60 Minutes

6

Shopper Profile

Greg Grocery

Fred Meyer –April 18, 2013

Male, 53, Divorced

Game, Facebook

$14

Special Trip,

Under 15 minutes

7

<$25, 55%

$26-$50, 24%

$51-$100,

11%

$100+,

10%

Total Spend

Shopping Metrics

Stock Up, 24%

Fill In,

34%

Quick,

19%

Special,

23%

Trip Type<15, 46%

16-30, 30%

31-45,

16%

46+,

7%

Time(Minutes)

$41

24 min

8

Shopping Metrics

App Usage

59%69% 70%

77%

Stock Up Fill In Quick Special

Trip Type

65%

72%

76%75%

<15 16-30 31-45 46+

Time (Minutes)

71% 29%

9

App Categorization

Social

Retail/Shopping

Banking

Game

Internet

Weather

News

Phone

Music

Text

10

App Usage

Stated and Actual

31%

24%

13% 12%

5%

25%

21%

16%14%

11%

Stated Actual

Types of Apps Used

Text/SMS GamesShopping/Retail

Phone Social

11

App Usage

What & Why

46% about a purchase

39% about a purchase

12

App Usage

What & Why

83%

Shopping List

41% Compare Prices

45%Coupon

13

Smartphones and Grocery Purchase Decisions

14

Takeaways

• Power in combination – What & Why

• Encourage Shopping/Retailer app usage

• Give them a reason

• Disrupt to engage

• Importance of pre-store mobile activity

• Shopping preparation

• Digital list

• Couponing

• Shoppers are connected

• Impulsivity

• Purchase decision

15

@roddyknowles

WWW.MRMW.NET

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JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry