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Mobile In-Store Research
How in-store shoppers are using mobile devices
April 2013
Google Shopper Marketing Agency Council
The Google Shopper Marketing Agency Council is a group of recognized shopper marketing experts, well-
known for advancing client's brands along the digital path-to-purchase.  This group, in collaboration with
Google, seeks to ignite digital thought leadership among Shopper Marketers.  The council is focused on
driving digital shopper thought leadership, cultivating insightful research, and developing transformational
toolkit solutions for marketers.  Follow us on Google+ for more information.
Core Council members include:
Research created in conjunction with:
	
  
	
  
Charlie Anderson
SVP Shopper Marketing, Project Worldwide
Heidi Froseth
SVP, Target Team Leader, Catapult/RPM
Brian Kristofek
President & CEO, Upshot
Tina Manikas
EVP, Global Retail Officer, DraftFCB
Mike Paley
SVP Shopper Marketing & Experiential, The Marketing Arm
Matt Egol
Partner, Booz Digital
Beth Ann Kaminkow
President & CEO, TraceyLocke
Ken Madden
EVP, Head of Digital North America, OgilvyAction
Morgan Mcalenney
SVP, TBWA/Digital Arts Network, The Integer Group
02 Note: Weights applied to reflect the demographic profile of U.S. smartphone owners based on 2012 MRI data.
Background: Research collaboration with Google, M/A/R/C Research, and top shopper
marketing agencies to uncover the role & opportunities for mobile in the shopping experience.
Qualitative
Used to inform quantitative:
Quantitative
Timing: Q4 2012
1,507 smartphone owners who use mobile devices for
shopping, completed a 3 part survey for a shopping trip.
General Habits & Profiling
In-Store Activities
Shopping Trip Reflections
Shop-along
ethnographies5
Bulletin Boards
4
Self-Ethnographies
20
Timing: 2012
Q3
Methodology
03
Frequent smartphone
shoppers, defined as:
1. Use mobile to assist in shopping
at least once a week.
2. Agree highly:
“Use my mobile
to make everyday
tasks easier.”
“Use my mobile
to research
products.”
“Routinely
look for new
mobile apps.”
Methodology
17%
79%
of smartphone
owners are
‘smartphone
shoppers’
Standard smartphone
shoppers, defined as:
Using a smartphone to assist
with shopping at least once a
month or more.
62%
04
Key Takeaways
Mobile search is the
starting point.
Instead of going directly to a
site or app, 82% of shoppers
use search engines for
browsing product
information while in-store.
The retail landscape
is evolving for all industries.
Mobile use in stores is not category specific
- Nearly 2/3 of baby product shoppers
compare prices in-store.
Smartphones are
transforming the in-store
shopping experience.
8 in 10 smartphone shoppers use
mobile in-store to help with shopping
Shoppers who use
mobile more,
spend more in-store.
Frequent mobile shoppers
spend 25% more in-store
than people who only
occasionally use a mobile
phone to help with shopping.
19
Research Sections
Section 1
Mobile influences the
path to purchase &
increases basket sizes
Section 2
Mobile empowers
shoppers
Section 3
Shoppers rely on
search for product
information
Section 4
Shoppers use mobile
devices across all
product categories
Mobile influences the
path to purchase &
increases basket sizes
21 Please check how you used your smartphone for pre-shopping. N=1507
of smartphone shoppers use their
phone for pre-shopping activities
58%
Find location
/directions
57%
Browse
44%
Make price
comparisons
44%
Find hours
43%
32% 31% 30%
Find where specific
products are sold
19%
Find product
availability in-store
31%
Find product
reviews
Find promo
offers
Find product
information
Use to make
A purchase
90%
05 Base: smartphone shoppers (n=1,507)
Please check how you used your [smartphone] while shopping inside the physical store.
84%of smartphone shoppers
use their devices to help
shop while in a store
06 Please check how you used your [smartphone] while shopping inside the physical store.
We’re seeing this across categories….
Appliances
In-store smartphone use for any shopping activity
Grocery
Baby Care
Electronics
Household
Care
Health &
Beauty
Apparel
Pet Care 71%
80%
81%
86%
87%
87%
89%
97%
(102)
(137)
(203)
(206)
(187)
(198)
(1375
(99)
07 Base: smartphone shoppers (n-1,507)
In total, approximately how much time did you spend on shopping related activities for [CATEGORY] on your mobile device while in the store(s) you visited?
15+
per store visit
minutes
Almost half
use mobile for
08 During your shopping trip, about how much did you spend in total for [CATEGORY]?
Shoppers who use mobile more, buy more
Health & Beauty
$30
Appliances
Electronics
Household Care
$45
$250
$350
$161
$215
$40
$50
Standard Smartphone Shoppers
Frequent Smartphone Shoppers
Median Basket Size
% increase
+50%
Median Basket Size
% increase
+40%
Median Basket Size
% increase
+34%
Median Basket Size
% increase
+25%
(198)
(102)
(206)
(187)
09 Base: use smartphone in-store (n-1,480)
At any time during your shopping experience, did you use your mobile device to find information or answer questions that you would have otherwise asked a store employee?
“Self-help” is becoming the new norm
1in3shoppers use their
smartphones to find
information instead of
asking store employees
23 Base: use smartphone in-store . At any time during your shopping experience, did you use your mobile device to
find information or answer questions that you would have otherwise asked a store employee?
In some categories
this “self-help” trend
dramatically increases
Appliances
55%
Electronics
48%
Baby Care
40%
Household Care
39%
(99)
(102) (203)
(135) (185)
Mobile empowers
shoppers
25 Base: smartphone shoppers n=1507. In general, what three things do you like most about using your mobile device to assist you in shopping?
Benefit of using mobile
phone for shopping
Convenience and
savings are leading
drivers of mobile use
Saves me
Time
51%
Saves me
Money
Makes Life
Easier
44% 42%
10 Base: smartphone shoppers (n-1,507)
Please check how you used your smartphone while shopping inside the physical store.
Cost savings are important to in-store consumers
and so is finding your business
53%Make price comparisons
Find hours
35%39%
Find promotional
Cost savings are important to consumers
Make price comparisons
53%
Find location /directio
36%
Find hours
35%39%
Find promotional
Cost savings are important to consumers
Make price comparisons
53%
Find location /directions
36%
39%
Find promotional
offers
Find hours
35%39%
Find promotional
Cost savings are important to consumers
16
Make price comparisons
53%
Find location /direction
36%
35%
Find hours
36%
Find location
/ directions
mportant to consumers
Find location /directions
36%
26 Please check how you used your [smartphone] while shopping inside the physical store.
In-store price comparisons are the most common
shopping activity across all categories
Appliances
74%
Electronics
Baby
Care
Household
Care
Pet Care
Health &
Beauty
Apparel Grocery
70% 62% 58% 51% 46% 44% 36%
In-store smartphone use for mobile price comparisons
(375)(102) (206) (203)(198)(187) (99)(137)
Shoppers rely on search
for product information
28 Base: Use smartphone to perform activity when shopping. Which of the following resources did you use for {activity} in the physical store?
82%of shoppers use search
engines when browsing
product info in-store
11 Base: Use smartphone to perform activity when shopping. (n=486) Q: Which of the following resources did you use for {activity} in the physical store?
Consumers choose search as their #1 in-store
resource to help research products
Search Engine
82%
62%
Store
Websites
50%
Brand
Websites
21%
Store
Apps
20%
Deal
Websites
29 Base: Use smartphone to perform activity when shopping. Q: Which of the following resources did you use for {activity} in the physical store?
Consumers choose search
as their #1 in-store resource
Search Engine
72%
50%
Store
Websites
30%
Brand
Websites
25%
Comparison
Sites
21%
Scanner
Apps
Search Engine
63%
59%
Store
Websites
38%
Brand
Websites
36%
Deal
Websites
35%
Promo
notification
from email
or text
Make price comparisons Find promotional offersFind where products
are sold
Search Engine
73%
67%
Store
Websites
39%
Brand
Websites
24%
Store
Apps
17%
Brand
Apps
(374) (794) (654)
12 Base: Total Respondents; n=1507.Q Do you prefer to use mobile web sites or apps while shopping for [CATEGORY] using your mobile device? Q
Why do you prefer to use [mobile web sites/apps] while shopping for [CATEGORY] using your mobile device?
Mobile sites are preferred over
apps by in-store shoppers
65%
Prefer
Mobile
Sites
35%
Prefer Apps
14
Implications for businesses
Mobile marketing isn’t an
option; it’s an imperative
Mobile can be used to
get customers to the
store and can help keep
them there
Meet the showrooming
challenge head-on
Recognize the pivotal role
of mobile to your overall
marketing strategy
2
3
4
1
15
Mobile marketing isn’t an option;
it’s an imperative
In-store shoppers are looking for product information and they’re turning to their
mobile device to find it. The mobile device, always on and always with shoppers,
is one of the biggest influencers in the store today; it presents tremendous
opportunities for marketers across industries to connect with potential customers--wherever they are,
whenever they’re searching for your products.
16
Mobile can be used to get customers to
the store and can help keep them there
Allow customers to find your
business on mobile.
In addition to having a mobile website, businesses
should use it to prominently display retail
locations and phone numbers.
Own the digital shelf.
Make it easy for shoppers to find product
information, promotional offers, or other
information about your business
on their smartphones when in-store.
Adapt your marketing message
to the consumer’s context.
Taking into account things like location, time of
day and device allow you to reach people with
more relevant messages.
17
Embrace mobile use in-store.
It’s going to happen, so find a way to take
advantage of it. Having a wide inventory of
ecommerce products, store maps, and product
information QR codes are just some of the ways
to connect with mobile users.
Improve the in-store experience.
Offering expert service from salespeople or
interactive product demos can help distinguish
your in-store experience from online shopping.
Have a strategy to address price
comparisons.
Using price match guarantees, stocking unique
product bundles, and creating store specific
brands and products are just some of the steps
that businesses can take.
Meet the showrooming
challenge head-on
18
Recognize the pivotal role of mobile
to your overall marketing strategy
Own the shelf by allowing consumers to
research and purchase your products
with a mobile device.
Shoppers often need more information to make a
purchase decision and mobile search is their gateway.
Start to measure new conversion types.
Today’s devices offer more ways than ever for
customers to interact with your business. Customers
that initially find you on mobile can transact on a web
site or app, purchase over the phone, or visit your
physical store. Develop strategies to accurately
attribute these actions to your mobile marketing.
Shoppers use mobile
devices across all
product categories
31 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=375
Shoppers use mobile phones in-store
when shopping for apparel
43%
Make price
comparisons
Find promo
offers
Find location /
directions
Find hours
43% 34% 34%
32 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store].. N=206
Shoppers use mobile phones in-store
when shopping for electronics
70%
Make price
comparisons
51%
Browse
45%
Find product
reviews
45%
Find hours
42%
Find product
information
42%
Find location /
directions
40%
Find promo
offers
35%
Find where specific
products are sold
32%
Find product
availability in-store
33 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=102
Shoppers use mobile phones in-store
when shopping for appliances
75%
Make price
comparisons
73%
Find product
information
64%
Find promo
offers
62%
Browse
58%
Find hours
53%
Find product
reviews
46% 45%
Find location
/directions
41% 38%
Use to make a
purchase
Find where specific
products are sold
Find product
availability in-store
34 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=198
Shoppers use mobile phones in-store
when shopping for health & beauty
46%
Make price
comparisons
42%
Find location
/directions
40%
Find promo
offers
43%
Find hours
35%
Browse
35 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=187
Shoppers use mobile phones in-store
when shopping for household care
58%
Make price
comparisons
41%
Find location
/directions
36%
Browse
34%
Find promo
offers
32%
Find product
information
36 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=99
Shoppers use mobile phones in-store
when shopping for pet products
58%Make price
comparisons
37 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=137
Shoppers use mobile phones in-store
when shopping for baby products
62%
Make price
comparisons
42%
Browse
39%
Find location
/directions
37%
Find promo
offers
37%
Find hours
Mobile In-Store Research
How in-store shoppers are using mobile devices
© Copyright 2013 Google. All rights reserved. Google and the Google logo are registered trademarks of Google Inc.

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How in-store shoppers are using mobiles

  • 1. Mobile In-Store Research How in-store shoppers are using mobile devices April 2013
  • 2. Google Shopper Marketing Agency Council The Google Shopper Marketing Agency Council is a group of recognized shopper marketing experts, well- known for advancing client's brands along the digital path-to-purchase.  This group, in collaboration with Google, seeks to ignite digital thought leadership among Shopper Marketers.  The council is focused on driving digital shopper thought leadership, cultivating insightful research, and developing transformational toolkit solutions for marketers.  Follow us on Google+ for more information. Core Council members include: Research created in conjunction with:     Charlie Anderson SVP Shopper Marketing, Project Worldwide Heidi Froseth SVP, Target Team Leader, Catapult/RPM Brian Kristofek President & CEO, Upshot Tina Manikas EVP, Global Retail Officer, DraftFCB Mike Paley SVP Shopper Marketing & Experiential, The Marketing Arm Matt Egol Partner, Booz Digital Beth Ann Kaminkow President & CEO, TraceyLocke Ken Madden EVP, Head of Digital North America, OgilvyAction Morgan Mcalenney SVP, TBWA/Digital Arts Network, The Integer Group
  • 3. 02 Note: Weights applied to reflect the demographic profile of U.S. smartphone owners based on 2012 MRI data. Background: Research collaboration with Google, M/A/R/C Research, and top shopper marketing agencies to uncover the role & opportunities for mobile in the shopping experience. Qualitative Used to inform quantitative: Quantitative Timing: Q4 2012 1,507 smartphone owners who use mobile devices for shopping, completed a 3 part survey for a shopping trip. General Habits & Profiling In-Store Activities Shopping Trip Reflections Shop-along ethnographies5 Bulletin Boards 4 Self-Ethnographies 20 Timing: 2012 Q3 Methodology
  • 4. 03 Frequent smartphone shoppers, defined as: 1. Use mobile to assist in shopping at least once a week. 2. Agree highly: “Use my mobile to make everyday tasks easier.” “Use my mobile to research products.” “Routinely look for new mobile apps.” Methodology 17% 79% of smartphone owners are ‘smartphone shoppers’ Standard smartphone shoppers, defined as: Using a smartphone to assist with shopping at least once a month or more. 62%
  • 5. 04 Key Takeaways Mobile search is the starting point. Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store. The retail landscape is evolving for all industries. Mobile use in stores is not category specific - Nearly 2/3 of baby product shoppers compare prices in-store. Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping Shoppers who use mobile more, spend more in-store. Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping.
  • 6. 19 Research Sections Section 1 Mobile influences the path to purchase & increases basket sizes Section 2 Mobile empowers shoppers Section 3 Shoppers rely on search for product information Section 4 Shoppers use mobile devices across all product categories
  • 7. Mobile influences the path to purchase & increases basket sizes
  • 8. 21 Please check how you used your smartphone for pre-shopping. N=1507 of smartphone shoppers use their phone for pre-shopping activities 58% Find location /directions 57% Browse 44% Make price comparisons 44% Find hours 43% 32% 31% 30% Find where specific products are sold 19% Find product availability in-store 31% Find product reviews Find promo offers Find product information Use to make A purchase 90%
  • 9. 05 Base: smartphone shoppers (n=1,507) Please check how you used your [smartphone] while shopping inside the physical store. 84%of smartphone shoppers use their devices to help shop while in a store
  • 10. 06 Please check how you used your [smartphone] while shopping inside the physical store. We’re seeing this across categories…. Appliances In-store smartphone use for any shopping activity Grocery Baby Care Electronics Household Care Health & Beauty Apparel Pet Care 71% 80% 81% 86% 87% 87% 89% 97% (102) (137) (203) (206) (187) (198) (1375 (99)
  • 11. 07 Base: smartphone shoppers (n-1,507) In total, approximately how much time did you spend on shopping related activities for [CATEGORY] on your mobile device while in the store(s) you visited? 15+ per store visit minutes Almost half use mobile for
  • 12. 08 During your shopping trip, about how much did you spend in total for [CATEGORY]? Shoppers who use mobile more, buy more Health & Beauty $30 Appliances Electronics Household Care $45 $250 $350 $161 $215 $40 $50 Standard Smartphone Shoppers Frequent Smartphone Shoppers Median Basket Size % increase +50% Median Basket Size % increase +40% Median Basket Size % increase +34% Median Basket Size % increase +25% (198) (102) (206) (187)
  • 13. 09 Base: use smartphone in-store (n-1,480) At any time during your shopping experience, did you use your mobile device to find information or answer questions that you would have otherwise asked a store employee? “Self-help” is becoming the new norm 1in3shoppers use their smartphones to find information instead of asking store employees
  • 14. 23 Base: use smartphone in-store . At any time during your shopping experience, did you use your mobile device to find information or answer questions that you would have otherwise asked a store employee? In some categories this “self-help” trend dramatically increases Appliances 55% Electronics 48% Baby Care 40% Household Care 39% (99) (102) (203) (135) (185)
  • 16. 25 Base: smartphone shoppers n=1507. In general, what three things do you like most about using your mobile device to assist you in shopping? Benefit of using mobile phone for shopping Convenience and savings are leading drivers of mobile use Saves me Time 51% Saves me Money Makes Life Easier 44% 42%
  • 17. 10 Base: smartphone shoppers (n-1,507) Please check how you used your smartphone while shopping inside the physical store. Cost savings are important to in-store consumers and so is finding your business 53%Make price comparisons Find hours 35%39% Find promotional Cost savings are important to consumers Make price comparisons 53% Find location /directio 36% Find hours 35%39% Find promotional Cost savings are important to consumers Make price comparisons 53% Find location /directions 36% 39% Find promotional offers Find hours 35%39% Find promotional Cost savings are important to consumers 16 Make price comparisons 53% Find location /direction 36% 35% Find hours 36% Find location / directions mportant to consumers Find location /directions 36%
  • 18. 26 Please check how you used your [smartphone] while shopping inside the physical store. In-store price comparisons are the most common shopping activity across all categories Appliances 74% Electronics Baby Care Household Care Pet Care Health & Beauty Apparel Grocery 70% 62% 58% 51% 46% 44% 36% In-store smartphone use for mobile price comparisons (375)(102) (206) (203)(198)(187) (99)(137)
  • 19. Shoppers rely on search for product information
  • 20. 28 Base: Use smartphone to perform activity when shopping. Which of the following resources did you use for {activity} in the physical store? 82%of shoppers use search engines when browsing product info in-store
  • 21. 11 Base: Use smartphone to perform activity when shopping. (n=486) Q: Which of the following resources did you use for {activity} in the physical store? Consumers choose search as their #1 in-store resource to help research products Search Engine 82% 62% Store Websites 50% Brand Websites 21% Store Apps 20% Deal Websites
  • 22. 29 Base: Use smartphone to perform activity when shopping. Q: Which of the following resources did you use for {activity} in the physical store? Consumers choose search as their #1 in-store resource Search Engine 72% 50% Store Websites 30% Brand Websites 25% Comparison Sites 21% Scanner Apps Search Engine 63% 59% Store Websites 38% Brand Websites 36% Deal Websites 35% Promo notification from email or text Make price comparisons Find promotional offersFind where products are sold Search Engine 73% 67% Store Websites 39% Brand Websites 24% Store Apps 17% Brand Apps (374) (794) (654)
  • 23. 12 Base: Total Respondents; n=1507.Q Do you prefer to use mobile web sites or apps while shopping for [CATEGORY] using your mobile device? Q Why do you prefer to use [mobile web sites/apps] while shopping for [CATEGORY] using your mobile device? Mobile sites are preferred over apps by in-store shoppers 65% Prefer Mobile Sites 35% Prefer Apps
  • 24. 14 Implications for businesses Mobile marketing isn’t an option; it’s an imperative Mobile can be used to get customers to the store and can help keep them there Meet the showrooming challenge head-on Recognize the pivotal role of mobile to your overall marketing strategy 2 3 4 1
  • 25. 15 Mobile marketing isn’t an option; it’s an imperative In-store shoppers are looking for product information and they’re turning to their mobile device to find it. The mobile device, always on and always with shoppers, is one of the biggest influencers in the store today; it presents tremendous opportunities for marketers across industries to connect with potential customers--wherever they are, whenever they’re searching for your products.
  • 26. 16 Mobile can be used to get customers to the store and can help keep them there Allow customers to find your business on mobile. In addition to having a mobile website, businesses should use it to prominently display retail locations and phone numbers. Own the digital shelf. Make it easy for shoppers to find product information, promotional offers, or other information about your business on their smartphones when in-store. Adapt your marketing message to the consumer’s context. Taking into account things like location, time of day and device allow you to reach people with more relevant messages.
  • 27. 17 Embrace mobile use in-store. It’s going to happen, so find a way to take advantage of it. Having a wide inventory of ecommerce products, store maps, and product information QR codes are just some of the ways to connect with mobile users. Improve the in-store experience. Offering expert service from salespeople or interactive product demos can help distinguish your in-store experience from online shopping. Have a strategy to address price comparisons. Using price match guarantees, stocking unique product bundles, and creating store specific brands and products are just some of the steps that businesses can take. Meet the showrooming challenge head-on
  • 28. 18 Recognize the pivotal role of mobile to your overall marketing strategy Own the shelf by allowing consumers to research and purchase your products with a mobile device. Shoppers often need more information to make a purchase decision and mobile search is their gateway. Start to measure new conversion types. Today’s devices offer more ways than ever for customers to interact with your business. Customers that initially find you on mobile can transact on a web site or app, purchase over the phone, or visit your physical store. Develop strategies to accurately attribute these actions to your mobile marketing.
  • 29. Shoppers use mobile devices across all product categories
  • 30. 31 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=375 Shoppers use mobile phones in-store when shopping for apparel 43% Make price comparisons Find promo offers Find location / directions Find hours 43% 34% 34%
  • 31. 32 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store].. N=206 Shoppers use mobile phones in-store when shopping for electronics 70% Make price comparisons 51% Browse 45% Find product reviews 45% Find hours 42% Find product information 42% Find location / directions 40% Find promo offers 35% Find where specific products are sold 32% Find product availability in-store
  • 32. 33 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=102 Shoppers use mobile phones in-store when shopping for appliances 75% Make price comparisons 73% Find product information 64% Find promo offers 62% Browse 58% Find hours 53% Find product reviews 46% 45% Find location /directions 41% 38% Use to make a purchase Find where specific products are sold Find product availability in-store
  • 33. 34 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=198 Shoppers use mobile phones in-store when shopping for health & beauty 46% Make price comparisons 42% Find location /directions 40% Find promo offers 43% Find hours 35% Browse
  • 34. 35 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=187 Shoppers use mobile phones in-store when shopping for household care 58% Make price comparisons 41% Find location /directions 36% Browse 34% Find promo offers 32% Find product information
  • 35. 36 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=99 Shoppers use mobile phones in-store when shopping for pet products 58%Make price comparisons
  • 36. 37 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=137 Shoppers use mobile phones in-store when shopping for baby products 62% Make price comparisons 42% Browse 39% Find location /directions 37% Find promo offers 37% Find hours
  • 37. Mobile In-Store Research How in-store shoppers are using mobile devices © Copyright 2013 Google. All rights reserved. Google and the Google logo are registered trademarks of Google Inc.