1. The Role of Video
in the Smartphone
Purchase Process

2. EXECUTIVE SUMMARY
Video’s Role in the Consumer Journey
Video is effective throughout the consumer journey by
introducing new products, functioning as an effective
research tool, and spurring shoppers to make in-store and
online purchases.
Insights and Recommendations
• Use video to empower consumers and drive sales.
• Discoverability is key; distribute videos wherever
consumers watch video and research/shop.
• Run best screen available campaigns to reach
consumers on all devices and increase impact.
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 2

3. METHODOLOGY
Goal is to better understand how consumers use video to
research and buy tech products (TVs, Smartphones, tablets)
Using Compete’s panel of 2MM U.S. consumers, Compete
measured consumer behavior within the industry
Compete conducted an online survey using panelists who
researched or shopped for tech products online within the past 6
months.
• Surveys were fielded between Sept. 6th to Oct. 13th
• 1186 respondents who qualified for the survey after
indicating they had both a) shopped / purchased a
tablet/TV/smartphone and b) watched some form of
online video in the past 6 months
Compete observed clickstream behavior from its panel
• Smartphone videos are defined as product videos
watched on youtube.com, retailer sites, oem sites
• Analyzed smartphones
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 3

4. Videoʼs role in the
consumer journey

5. Video is
effective
thr oughout
39% of smartphone the
shoppers used consumer
journey.
videos while
researching and
shopping, of which
77% watch for more
than 10 minutes.
Compete Survey: V4 - Thinking about the <Product> you recently researched or shopped for,
approximately how much time did you spend, overall, watching videos online about <Product>.?
Please select one answer only. (n=512)
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 5

6. THE CONSUMER JOURNEY
Smartphone Product
Active feature videos and reviews
Evaluation help consumers narrow
choices.
Initial
Consideration L O YA LT Y Purchase
Video helps
consumers learn Video drives
about smartphone smartphone
products purchase
activities.
Post-Purchase
Experience Most consumers
will use
smartphone video
again
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 6

7. DEVICE DEMOCRACY
Smartphone shoppers conduct research on three
screens, generally opting for the best screen
available.
Devices used to watch smartphone Locations shoppers use mobile to
product videos research tech products
97% while at home 64%
55%
while at work 40%
47%
while in a restaurant, coffee shop, 50%
etc 33%
43%
33% while shopping in a retail store 32%
while traveling out of town 16%
22%
5% 5%
during my commute to/from work 15%
tablet mobile phone computer
tablet (n=74) mobile phone (n=154)
Compete Survey: M1 - Which of the following devices did you use to watch Compete Survey: M3 - From which of the following locations did you use your mobile
videos about <Product> while researching and shopping for <Product>? Please phone / tablet while researching or shopping for <Product>? Please select all that
select all that apply. (n=512) apply.(n=74-154)
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 7

8. INITIAL CONSIDERATION
Video introduces smartphones to shoppers with
over 88% of smartphone buyers visiting YouTube
in the two months leading up to purchase.
After viewing smartphone
product videos…
• 64% became interested in
specific smartphone models
• 44% were introduced to
smartphone brands not
previously considered
• 36% heard about the
smartphone product for the first
time
Compete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>. Please select only one
response for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 8

9. ACTIVE EVALUATION
Video helps smartphone buyers
determine which products to buy.
After viewing smartphone
product videos…
• 76% learned more specific
smartphones
• 79% narrowed down options of
smartphones
• 61% talked to family, friends,
or colleagues about
smartphones
Compete Survey: V5 - Please state how much you agree with each of the following statements about the online videos you watched to learn about <Product>. Please select only one
response for each statement. (n=512); Rows do not add to 100% because there was also a “No opinion” option V9 - As a result of watching videos about <Product> online, which of the
following actions did you perform, if any? Please select all that apply. (n=205)
9
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.

10. ACTIVE EVALUATION
After viewing tech product videos on mobile
devices, shoppers are using mobile to research
further, making mobile a critical tool in evaluation.
After viewing tech product
videos online…
• 60% researched or
shopped on mobile while
not in-store
• 51% looked for
promotions or coupons on
mobile
Compete Survey: V12 - Specifically, which of the following did you do on your mobile
phone as a result of watching <Product> videos online? Please select all that apply.
(n=86)
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 10

11. MOMENT OF PURCHASE
Smartphone shoppers take action
toward purchase after viewing videos
visited a store that sells
smartphones 61%
visited a website that sells
smartphones 53%
searched a store's inventory for a
specific smartphone 37%
visited a manfacturer's website 37%
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205) V10 –
Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please select all that apply. (n=282)
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 11

12. MOMENT OF PURCHASE
Mobile is a key tool in driving the purchase
process and tech product shoppers turn to
mobile after viewing videos
After viewing tech product
videos online…
• 72% looked up a store’s
location on their mobile phone
• 57% researched and shopped
on mobile while in a retail
store
Compete Survey: V12 - Specifically, which of the following did you do on your mobile
phone as a result of watching <Product> videos online? Please select all that apply.
(n=86)
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 12

13. POST-PURCHASE EXPERIENCE
Videos can lead
consumers back for
their next purchase.
86% of smartphone shoppers
are likely to watch videos again
the next time they are shopping
for smartphones
Compete Survey: V15 - Using the scale below, how likely would you be to watch videos about Product> online the next time you are shopping for a <Product>?(n=512)
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 13

14. KEY TAKEAWAYS
Video heightens every stage of the consumer
journey
Initial Consideration: Video helps consumers learn
about smartphone products
Active Evaluation: Smartphone product feature
videos and reviews help consumers narrow choices.
Purchase: Video drives smartphone purchase
activities.
Loyalty & Post Purchase: Most consumers will use
smartphone video again
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 14

15. Insights and
Recommendations

16. RECOMMENDATIONS
Empower consumers and drive more
1 sales
Make videos discoverable where
2 consumers watch video
Implement best screen available
3 strategy
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 16

17. EMPOWER CONSUMERS AND DRIVE MORE SALES
71% of viewers said videos were useful in the
purchase process and 61% visited a store as a
result of watching.
Types of product videos being watched by smartphone shoppers
% of viewers Initial Active
Types of Videos watched Purchase Loyalty
watching Consideration Evaluation
34% TV Ads through streaming video
16% Online advertisements
55% Professional reviews
Consumer Reviews/
46%
Testimonials
51% Product feature videos
34% Consumer Generated videos
11% Repair footage
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you perform, if any? Please select all that apply. (n=205) V10 –
Specifically, which of the following types of websites did you visit as a result of watching videos about <Product> online? Please select all that apply. (n=282)
Compete Survey: V6 - Which of the following types of videos about <Product> did you watch online while researching or shopping for <Product>? Please select
all that apply. (n=512)
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 17

18. EMPOWER CONSUMERS AND DRIVE MORE SALES
Video is being under-utilized by brands.
They should build video content to improve
the customer experience.
Many smartphone shoppers could
not find what they needed…
• 11% couldn’t find pricing
information
Only 52% found
• 10% couldn’t find professional everything
reviews
• 10% couldn’t find customer
they were
testimonials looking for.
• 8% couldn’t find product
dimensions
• 5% couldn’t find product
demonstrations
Compete Survey: V8 - What type of information, if
any, were you unable to find while researching video
(s) online about <Product>? Please select all that
apply. (n=512) 18
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.

19. MAKE VIDEOS DISCOVERABLE
Product videos lack discoverability: 32% of smartphone shoppers
aren’t aware that smartphone product videos exist online, but
would watch if they come across them in the research process.
websites used by smartphone buyers
to watch product videos
professional online review websites 52%
youtube.com 43%
retailer websites 41%
manufacturer websites 32%
social networking websites 18%
other video sharing websites 17%
newspaper or magazine websites 12%
shopping comparison websites 7%
Compete Survey: S7 Why is it that you did not view a video about <Product> while researching or shopping for <Product > in the past 6 months?
Compete Survey: V1 - Which of the following types of websites did you visit to watch videos about <Product> while researching or shopping for <Product>? Please select all that
apply. (n=112-155)
19
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.

20. MAKE VIDEOS DISCOVERABLE
Increase reach and discoverability by seeding product videos
where consumers are already watching. 88% of smartphone
buyers visit YouTube in the two months leading up to purchase.
% of smartphone product video viewers
who view YouTube non-endemic content…
46%
35%
33%
20% 19%
16% 16%
13% 12%
11% 10% 10%
8%
5% 4%
2% 1%
Reach your audience where they consume content
Source: Compete Clickstream Data
20
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011.

21. IMPLEMENT BEST SCREEN AVAILABLE STRATEGY
Smartphone shoppers use a variety of devices and online
activities to research smartphones. Brands will be most
effective by leveraging all of these opportunities.
Consumers opt for the best screen available
• 17% of shoppers turn to mobile devices to
research after viewing videos.
• 33% of smartphone video viewers are watching
on mobile phones or tablets.
• 37% of smartphone video viewers are conducting
branded searches on Google within a week of
viewing video
• 19% of smartphone video viewers are conducting
branded searches on YouTube within a week of
viewing video
Compete Survey: V9 - As a result of watching videos about <Product> online, which of the following actions did you
perform, if any? Please select all that apply. (n=512)
Compete Survey: M1 - Which of the following devices did you use to watch videos about <Product> while
researching and shopping for <Product>? Please select all that apply. (n=512)
Compete Clickstream data
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 21

22. I M P L E M E N T B E S T S C R E E N AVA I L A B L E S T R AT E G Y
In multiple case studies of mobile and desktop
campaigns, advertisers have seen better results
when integrating across all screens
+48% recall
+4 reach pts
2x frequency
source: Nielsen Multi-Screen Lab Study, Sept ‘11; Google Incremental Reach
Preliminary Results from 6 US studies for total YT/GDN campaigns.
Source: The Role of Video in the Smartphone Purchase Process Study, Google/Compete, US, Dec 2011. 22