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The mobile path-to-purchase for Saudi Arabian main shoppers

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Newly released analysis of On Device Research’s quarterly Mobile Path-to-Purchase tracker has shone a light on the role of the smartphone in the purchase decision making process of Saudi Arabian household main shoppers, along with the digital habits of customers at the country’s top supermarkets: HyperPanda, Al Othaim and Carrefour.

With an estimated 70.5% of the Saudi Arabian population owning a smartphone by the end of 2016 (Source: eMarketer), understanding the impact of the rise of mobile on the highly influential main shopper audience who directly determine a household’s brand consumption habits is crucial.

Veröffentlicht in: Mobil
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The mobile path-to-purchase for Saudi Arabian main shoppers

  1. 1. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com February 2017 The mobile path-to-purchase for Saudi Arabianmain shoppers Key planningimplicationsfor marketers
  2. 2. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Now is the time to understand the mobile path-to-purchase! It is estimated that by the end of 2016, 70.5% of the Saudi Arabian population will own a smartphone, equating to nearly 20 million people. Mobile has changed the way consumers behave both online and offline; it has changed how brands market themselves and in an increasingly fragmented media environment mobile throws up a whole new host of exciting planning implications and considerations that touch all areas of the marketing process. This survey aims to unpick how mobile fits in to the path to purchase at all stages in the branding funnel and to provide actionable recommendations for marketers and brands wanting to take advantage of mobile marketing to target main shoppers. The survey also looks at differences between the customers of Saudi Arabia’s major supermarkets: providing useful planning implications for the supermarkets themselves and also brands distributing their products through these stores. Sample: 500 smartphone users Fieldwork dates: 2nd to 14th November 2016 Source: eMarketer 2015
  3. 3. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE The path to purchase: a well trodden consumer journey from brand awareness, to product research, to purchase and order fulfilment
  4. 4. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE
  5. 5. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Where are main shoppers buying their household goods? HyperPanda dominates when it comes to supermarket shopping among main shoppers, but with only 11% saying they shop elsewhere, habits are focused around the thirteen major supermarket brands listed Base: Main shoppers 11% 4% 6% 6% 7% 7% 12% 12% 15% 17% 18% 24% 25% 50% Other Manuel Super & Hypermarket Al Sadhan Grand hypermarket Nesto Hypermarket Al Raya Farm Bin Dawood Tamimi Al Danube Lulu Hypermarket Carrefour Al Othaim HyperPanda Which supermarkets have you shopped at in the past month? Base: main shoppers
  6. 6. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com When talking to main shoppers, mobile offers the frequency of usage to help brands build awareness 91% of main shopper smartphone owners use the mobile internet on a weekly basis (compared to second placed TV on 81%): more than any other form of media. Frequency of exposure to media and advertising builds awareness. Base: main shoppers, Question: How frequently do you access… 91% 81% 77% 76% 71% 55% 52% 48% % of users who access media at least once a week Mobile Web TV Desktop Web On Demand TV Outdoor Radio Newspapers Magazines
  7. 7. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Mobile dominates for customers of the big three supermarkets. For Al Othaim, On Demand TV is more popular than desktop web….just Base: All respondents, Supermarkets shopped in last month. Question: How frequently do you access… 42% 52% 56% 76% 79% 80% 89% 95%Mobile Web TV On Demand TV Desktop Web Outdoor Radio Newspapers Magazines 38% 49% 56% 73% 75% 80% 81% 94% 45% 52% 52% 72% 75% 83% 86% 97% % of users who access media at least once a week
  8. 8. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com On Demand TV viewing is a truly cross device habit Main shoppers are as likely to watch on demand TV on their smartphone as they are a traditional TV Base: Main shoppers. Question: How do you watch on demand TV / video 40% 40% 25% 14% How do you watch on demand TV / video?
  9. 9. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 1. Frequency: Awareness driving and brand building campaigns are built on frequency of exposure. Nowhere can you drive frequency faster than with mobile. TV is no longer the medium of choice for main shoppers and marketers should think beyond traditional channels in their strategic planning. 2. On demand TV: Awareness driving campaigns rely on reach. While still second to traditional TV in terms of frequency, on demand TV is a mass-media that cannot be ignored – particularly for Al Othaim’s audience. 3. The on demand mobile video opportunity: The smartphone is as popular as a traditional TV set for watching on demand. The confluence of mobile and on demand TV represents a still untapped opportunity for brands to achieve cut through in what is still a relatively nascent market. Three key learnings for building brand awareness among main shoppers
  10. 10. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE
  11. 11. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Whenitcomestoresearchingproductstobuythesmartphoneeven beatswordofmouthformainshoppers! Recommendations from friends and family have been supplanted by the smartphone as the channel of choice for product research. The power of physically looking at an item in store should not be overlooked though. Base: main shoppers Talk to friends and family 26% Use social media / Use price comparison sites 22% Go in to store to look at items 24% Read information on my smartphone 27% 1st 2nd 3rd 4th = Question: When researching a product or service to buy, how do you do it?
  12. 12. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.comBase: : main shoppers 1) Go in store 2) Friends and family 3) =Smartphone and Social media 1) Smartphone 2) Go in store 3) =Price comparison and Brand websites 1) Social Media 2) = Smartphone and Friends and family 4) Price comparison sites Question: When researching a product or service to buy, how do you do it? Planningconsiderationsdifferbysupermarket.Carrefour’saudience appearstobethemosttraditional,whileforAlOthaimsocialmedia comesoutontop.Mobileappearsinthetopfourforallbrandshowever.
  13. 13. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com What information are main shoppers looking for on their phone? Base: main shoppers 16% 17% 18% 23% 26% 34% Check product availability Find if the product is in an alternative shop Find where an alternative store is Read product reviews Check product information Check prices When in a store or mall in the past three months have you used your smartphone to… The rise of showrooming: Searches for prices, product information and reviews all enhance the physical shopping experience
  14. 14. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Second screening is a very real phenomenon. Traditional media and digital media can combine to drive product research, especially among Carrefour shoppers 24%of main shoppers have looked up something on their phone which relates to TV adverts they are watching Base: main shoppers. Question: When watching TV, do you ever: 20% 25% 22%
  15. 15. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 1) The smartphone is the product research tool: In a world dominated by an abundance of choice, the smartphone plays a crucial role in keeping main shoppers informed. It is now the dominant method of product research – beating even word of mouth and visiting an actual store. 2) The rise of showrooming: Over three quarters of smartphone users are showrooming: enhancing their physical shopping experience with instant mobile information. Checking prices, product information and reviews are what consumers are looking for on the go while shopping in-store. 3) Multi-screening: The smartphone is a permanent fixture even when consuming other media. When planning TV creative, consider that just under a quarter of smartphone users search for content related to a TV ad on their smartphone Three key learnings for driving product research on mobile
  16. 16. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE
  17. 17. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Main shoppers aren’t shy about making purchases on their smartphone Base: all respondents; Question: What have you purchased on your smartphone in the past three months? 79%Have purchased a product or service on their smartphone in the past three months 81% 81% 73%Saves me time: 20% Research on mobile when in store: 19% Shopping on mobile is convenient: 16%
  18. 18. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com For main shoppers the supermarket may dominate for food and household product shopping, but the smartphone isn’t far behind, with a quarter purchasing via mobile 24% 14% 25% 6% 58% 29% Send someone else to do it (e.g. maid) On the high street On my smartphone On my laptop or desktop computer In a supermarket In a shopping mall Food / Grocery / Household In the past 3 months, have you purchased any of these items in this way? Base: main shoppers Base: main shoppers
  19. 19. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Purchases seem to have been made more recently in Carrefour and HyperPanda 20% 21% 14% 17% 41% 51% In a supermarket In a shopping mall On the high street On my laptop or desktop computer On my smartphone Send someone else to do it (maid, children, partner) 18% 23% 13% 15% 43% 64% 16% 19% 9% 13% 38% 64% Base: main shoppers In the past 3 months, have you purchased [food, grocery, household] items in this way?
  20. 20. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com For those shopping in store, the attraction of tactile product experiences is still strong when it comes to purchase fulfilment Base: main shoppers, 19% 26% 26% 28% 28% 42% Shopping in a store or mall is less hassle than shopping online Shopping in store or mall is less risky than shopping online Shopping in a store or mall is more fun than shopping online Shopping in a store or mall makes returns and exchanges easier Shopping in a store or mall can be a sociable experience to enjoy with friends and family I prefer to inspect the actual product I am buying personally before purchase For which of these reasons would you shop in a store or mall rather than online?
  21. 21. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 20% 32% 33% 37% 41% 50%Prefer to inspect products In store is less risky In store is more fun Returns are easier Sociable experience Less hassle than online Although product inspection is key for all supermarkets, Carrefour shoppers are more motivated by fun, sociable experiences Base: main shoppers 20% 35% 30% 39% 30% 46% 17% 29% 32% 32% 32% 52%
  22. 22. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com The primary motivator of online shopping is people getting their time back to do what they want to do Which of these statements do you agree with in relation to shopping online? Base: Mai n shoppers, Question: Which of these statements do you agree with in relation to shopping online? 21% 19% 18% 18% 17% xxx Shopping online gives me more time to do what I want Researching products to buy is easier online than in store I find it easier to shop online than going into stores I can gather the opinions of other people more easily when shopping online than in a store I have more choice shopping online
  23. 23. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 18% 27% 28% 25% 27% Gives me time back Researching products is easier Gathering opinions is easier Easier to shop online More choice online For Al Othaim and Carrefour shoppers, ease of opinion gathering is the key driver of online purchase however Base: Main shoppers, Supermarkets shopped in last month. Which of these statements do you agree with in relation to shopping online? 20% 22% 25% 23% 20% 22% 19% 21% 20% 23%
  24. 24. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Digital activity can drive physical purchase fulfilment in multiple ways 40%Have used a coupon or discount on a mobile phone when shopping instore 46%Of smartphone users make a purchase and have it delivered to them at least once a week Base: all respondents. Questions: How often do you get items you have purchased delivered to your home or work? Have you ever used a coupon or discount on your mobile in-store? 12%Like to pay online and then collect in-store
  25. 25. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com 1. Mobile purchasing is mainstream: 79% have made a mobile purchase in the last three months. Time saving and the desire to research products are key considerations and brands need to make sure they are fully mobile optimised to capitalise on these consumer demands. 2. The supermarket still dominates for food and household purchases however: The desire to have physical contact with a product cannot be overlooked. However, with 25% of main shoppers buying food and household products via smartphone, offline and online activities can be combined to form a unique showrooming experience. 3. Main shoppers want their time back: In a cash rich, time poor society, the main motivator of online shopping is giving people their time back to do what they want. Aligning brands with simplicity and convenience is key in the new digital economy. Three key learnings for driving product purchase on mobile
  26. 26. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com AWARENESS RESEARCH AND DISCOVERY PURCHASE 1. CONSIDER MOBILE IN THE MEDIA MIX: 91% of smartphone owners use the mobile internet on a weekly basis. More than any other form of media, including TV 2. ENSURE DISCOVERABILTY OF PRODUCT INFORMATION ONLINE: Smartphones are now the primary product research tool. A quarter of consumers are prompted to conduct mobile research by TV ads 3. MOBILE OPTIMIZATION FOR M-COMMERCE IS KEY: 79% have purchased a product or service on their smartphone in the past three months Three key considerations on the mobile path to purchase
  27. 27. LONDON - SINGAPORE - DUBAI OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com Thank you Formoreinformationpleasecontact: info@ondeviceresearch.com

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