MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise

Master in Market Research & Consumer Behavior
Communication Skills II - Data Visualization

STUDENTS’ COMPILATION

Albert Ramirez
arg2@faculty.ie.edu

April 16th, 2013

school of social and
behavioral sciences

Exercise
Create a 5 slides presentation with
this data The Impact of the Web and Mobile on
Shopping Behavior
• 62% use the internet while at a store
Source: Yahoo Europe 2012
• 48% take and/or send a picture of a
product/product details to a friend or family
• 38% Get information about a product /
service
• ¾ consumers understand that advertising is part of
the mobile experience
• 65% of shoppers always / often make a purchase by
first researching online
• ¾ of European online users visit retail related sites
every month
• 74% use the internet to narrow down the selection
• 71% make their final decision with help of the
internet
• 62% are up‐to‐date on news or deals thanks to the
internet
• 71% use the internet while watching TV
• 61% read reviews to inform purchase decision


 Building a great visual presentation
STUDENTS COMPILATION
1. FIRST IMPRESSION (PRESENTATION TYPE/EVOKE)

2. WHAT DO YOU LIKE THE MOST?

3. WHAT TO BE AVOIDED

4. ANYTHING YOU MISS/ COULD BE DONE TO IMPROVE THE
IMPACT AND INSPIRATION TO THE AUDIENCE?

Summary of insights from Students presentations
FIRST IMPRESSIONS COUNTS (PRESENTATION TYPE/EVOKE)
• Appealing. Capturing the attention. Title attraction

• Great start. Great ending
• Easy to read.Very simple.Clean and clear
• Hierarchy of data/slides
• Consistency
• Nice use of colour. Nice choice of style.Sunny colors
• Images relevancy to the topic/data.
• Emotional images
• Minimalist

• Funny style. Fun colors & images
• Confusing
• Busy. Crowded of data/text/images
• Lost of space
• Story missing

• Evokes to known icons (american football font, mickey mouse pie chart)
• Expectations from the first slide not covered (different style)


BEST PRACTICES
• Very clear presentation of data
• Connecting the data with lines, arrows,…
• Consistency across the presentation
• Dividing into (3) steps helps following the story
• Drawing a path
• Using people icon to represent %
• Stating the data source

• Using the same colour pattern across the presentation. Using colour patterns similars to the
images
• Using pictures related to the topic
• Circle the images
• Good search and choice of pictures

• Distribute data/words/images taking into account geometry of the slide
• Organize the slide
• Using headlines in a compelling way. Talking to us
• Good choice of typography (fonts)
• Using colours in harmony
• Create a navigation pattern to follow the presentation


WHAT TO AVOID
• Look unfinished
• Lot of information
• Bad order of importance
• Saying too little (simplistic, not adding any relevant info)
• Write a novel using headlines (and now, finally, so then….)
• Too much text
• Different figures sizes not related to the importance of each number)
• Using too many different fonts across the presentation
• Mixing styles
• Too much highlighting (circle, font size and colour, underlined, ..) in the same
slide/sentence/data
• Using a) b) bullet points as a letter
• Images not related with data
• Replicate images, data and text to show an insights in the same slide (select)
• Photos unappropiate (or without considering the effect to the audience)
• Using low resolution pictures
• Bad colours combination for projection
• Bad colour palette
• Using/abusing red colour for text without a full black background
• Too many shadows for text

ADDITIONAL IMPROVEMENTS

1. Plan and develop your storytelling, always!

2. Consistency in all your headlines/titles

3. Build your presentation as much engaging as possible

4. Highlight key data and insights

5. Match your best selection of photos/slide design with the best

data/insight


The Impact of the
Web and Mobile on
Shopping Behavior

Smart-(phone) shopping
38% get information 48% send pictures
about product to friend/family

3’500 $

62% use internet at the store

Shopping decisions and mobile ads
65% of shoppers always / often
make a purchase by first
researching online

3 out of 4 consumers understand…
that advertising is part of the mobile experience


3 online shopping habits…

3 out of 4 of
European online
users visit retail
related sites every
month

71%
make their final
74% use the decision with help
internet to
narrow down
of the internet
the selection


Did you know…
…62% are up‐to‐date on
news or deals thanks to the
internet

…71% use the
internet while
watching TV

…61% read reviews to
61% read reviews to inform purchase decision
inform purchase decision


What mobile users use and want to use…

Ever
used…
39% Locate nearby store 23% Check customer review

Would
like
able to
use… 31% Compare prices
with other stores
31% Order an item
before collecting in store

Smart Shopping
with Mobile
Devices

New Generation of Savvy Shoppers
Created with the World of Internet at
the tip of our fingertips…

61% read 62%
reviews consumers
and make use the
informed internet
decisions while at a
store

Of them, 48% use their mobile
to take and/or send a picture
to a friend or family

Shopping Experience starts
and ends online
• 71% Make
Final
Decision
with help
• 74% use the
from the
internet to
internet
narrow down
selection

• 65% Shoppers
Always start by
researching
online

Are they outsmarting
you?

LimLim Digital Advertising

Impact of Web and Mobile on
Shopping Behavior

Internet is the Preferred Source of
Information for Todays Consumer

¾ of European online users
71% use internet while visit retail related sites
watching TV every month

62% are up‐to‐date on
news or deals thanks to
the internet

Common Source: Yahoo Europe 2012

Internet Heavily Influences
Consumer’s Purchase Decision
74% use the
71% make their final decision internet to narrow
with help of the internet down the
selection

65% of shoppers
always / often
make a purchase
by first researching
online

61% read reviews
to inform purchase
decision

Mobiles are Increasingly Being used as
Part of the In-Store Purchasing Process

¾
consumers
understand
that
advertising
is part of
the mobile
experience

Mobile phones are mostly being used to locate a
nearby store besides comparing prices and
ordering an item

Ever Used: 39%
Ever Used:
Ever Used:
22%
14%
Would like to be
able to use: 20%
Would like to
Would like
be able to
to be able
use: 31%
to use: 28%

To locate a nearby store To compare prices with To Order and item
other stores before collecting in store

Use of Internet is Increasing at Point of
Purchase through Mobile Devices
Nearly 5 out of 10 of
them (48%) take and/or
send a picture of a
product/product details

Nearly 4 out of 10
6 out of 10 shoppers (62%) use (38%) of them use it
internet while at store to get information
about a product /
service

Shopping
Use internet while at a store

48% take/send picture about
the product to their family
62%

38% get information about
the product/service

Purchasing

65% shoppers purchase by first searching
online

61% read reviews to inform about purchase decisions

Help from Internet…

Make final decision with the help of
75% internet
&
Use internet to narrow selection

Online

62%
Are up to date with news or deals
thanks to the internet

75% think that Online Advertising is part of
the mobile experience…

WEB AND MOBILE IMPACT ON
SHOPPING BEHAVIOR

Presentation by:

SHOPPER BEHAVIOR

of European
online users
visit retail
related sites
every month.

“71% MAKE DECISIONS
WITH HELP OF INTERNET”

MOBILE BEHAVIOR
understand that advertising is
part of the mobile experience.

48% 38%
take and/or send a picture get information
62% of a product/product about a
use the internet details to a friend or family product/service
while at a store

MOBILE USAGE AND DESIRED USAGE
USAGE DESIRED USAGE

Locate a nearby Compare prices with
39% 31%
store other stores

Order an item
Check customer
23% before collecting in 28%
reviews
store

Compare prices with Check customer
22% 20%
other stores reviews

Consumer Integrated with
Internet
Info-graphic

Europeans online users visit retail
related website every month

75%

71% of Shoppers often make a
purchase by
first researching online

Furthermore, 71% make their final
decision with

Of Internet

62% use the
internet while
at a store

Finally,

48% take and/or send a picture
of a product/product details to

The Impact of the Web and Mobile on Shopping Behavior

Media habits

71% 62%
use internet while are up‐to‐date
watching TV thanks to the internet

75%
understand that advertising is
part of the mobile experience Source: Yahoo Europe 2012

Shopping through Internet

75%
of European online users visit retail
related sites every month

65%
of shoppers always / often make a
purchase by first researching online

74%
use the internet to narrow down the
selection

71%
make their final decision with help
of the internet

61%
read reviews to inform purchase
decision

Mobile usage while shopping

62% use the internet while at a store
The importance of sharing The power of comparison

Send pictures to Get information about
48% friends or family 38% a product / service


Opportunities for mobile usage


The Impact of the Web and
Mobile on Shopping
Behavior

Before going to a store…

65% of
shoppers
always/often make a
purchase by first
researching online


Reviews ARE important!
61% read reviews to make a purchase
decision


At a store…

62% use
the internet
while at a
store


Which mobile services do
your consumers need…
20% 28%
Locate a nearby Pre-order an
store item

20% 10%
Check Get advice on
customers’ products
reviews
31% 19%
Compare prices Use mobile coupons
w/other stores and QR-codes
Base: Mobile phone users
Source: Yahoo!
The rise of cashlessness

The impact of the Web and
Mobile on shopping behaviour

The internet is competing with traditional media like TV for consumers’ attention.
Source; Yahoo!The rise of cashlessness.Base: Mobile internet user

Consumers use of mobile phones for
shopping is growing.

Consumers use or are willing to use their phones for online purchasing activities

The internet is the consumer’s consultant before making a purchase.Source of data:Yahoo!The rise of cashlessness,

62% use the internet while at a store, 48% take/send pictures of products and send to family and friends,38% get information about a
product/service

The Impact of the
Web & Mobile on
Shopping Behavior

Shoppers Use of the Internet in
Pre-Purchase Decisions

1st search online Read reviews
65% 61% online before

Are up-to-date on Narrow down the
62% news or deals thanks 74% selection online
to the internet

Shoppers Use of the Internet
at the Store

6 out of 10
Use it at the store

3 out of 10
Take and/or send a product
picture to a friend or family

2 out of 10
Get info about a product/
service

Shoppers Use or Would Like to Use
Mobile Phones For …
Locate a Store Near By
• 39% have used it
• 20% would like to be able to use it

Compare Prices vs. other Stores

Order an Item Before Collecting in Store

71% of Shoppers Make
their Final Decision with
Help of the Internet

Internet is a Habit

62% are Up‐to‐date On News or Deals Thanks to the
Internet

75% YES! 25% Emm..No

¾ Consumers Understand that Advertising Is Part of the
Mobile Experience

Internet is Influencing
People’s Decision Making

65%
71%
61%
65% of shoppers
61% read reviews to 71% make their final
always / often make a
inform purchase decision with help of
purchase by first
decision the internet
researching online

… and Purchasing Process

62% use the 48% take and/or send a
picture of a product/product
internet while at a store
details to a friend or family

What do people search

7%

9%

12%

22%

23% Services ever
used mobile
39% phones while
shopping on the

… And the trend

10%

19%

19%

20%

20%
Services would
like to use whilst
31% shopping on the
high street

38% to get 48% to be sent
information to friends/family
about a product

62% use the internet while at a store


¾ of European
online users visit
retail related sites
every month

65% of shoppers
always / often
make a purchase
by first researching
online


74% use the internet
to narrow down the 71% make their final
selection decision with help of
the internet


61% read reviews to
inform purchase decision

62% are up‐to‐date on news
or deals thanks to the
internet


The impact of the Web and Mobile
on Shopping Behavior

• General facts:
a) 71% use the internet while watching TV
b) ¾ of European online users visit retail related
sites every month

Yahoo Europe 2012

Ever used/Would like to use mobile
phones while shopping on the street
45%
40%
35%
30%
25%
20%
15% Ever used
10%
5%
0% Would like to be able to
use

Yahoo Europe 2012

Impact of the internet on in store CDM
and purchasing decision

Before going to
the store
• 61% read
• ¾ affected by
reviews about
advertising on
products
mobile
• 74% use the
• 65% research
internet for
online before a
selection
purchase
narrowing

Yahoo Europe 2012

At the store At the After purchase
62% use purchasing
internet→ 48% decision 61% stay up to
to share date through
products’ the internet on
pictures and 71% use the news and deals
38% to get internet
information
about products
or services.

Yahoo Europe 2012

The Impact of the Web and Mobile
on Shopping Behavior

Customers using Internet while in
store

38%

62%


How does the Internet impact people’s
shopping decisions?

65% 74%
Always / often Use the internet to
make a purchase narrow down the
by first researching selection
online

71% 61%
Make their final Read reviews to
decision with help inform purchase
of the internet decision
online

Other Uses of the Internet for shoppers

75%
Of European online
users visit retail
related sites every
month
75%
Understand that
advertising is part
of the mobile
experience

Uses of Mobile Phones during
shopping
Locate a nearby store

Check Customer Reviews

Scan QR codes

Compare Prices with other stores

Access mobile coupons

The new shopping experience: Did you know that…
Locating stores: 30% Checking Comparing prices:
customer 22%
Top 3 used mobile services reviews:
whilst shopping    23%

71% make their final decision
65% of shoppers with the help of the internet
always/often make
a purchase by first
researching online

• 62% use the internet while at a store:

• 48% take and send a picture

61% read reviews • 38% get more information
to inform purchase
decisions

The Impact of the Web & Mobile on
Shopping Behavior

“Your mobile phone is becoming your shopping partner”

Connected while shopping

62% use internet while at a store

48% 38%
take and/or send a picture Get information about a
of a product/product details product/service

How consumers are updated
with offers?
¾ of European online users visit retail related sites every month

62% are up-to-date on
news or deals thanks to the
internet

What happens when making
the decision?
74% use the internet to narrow down the selection

1 65% of shoppers always/often make a purchase
by first researching online

2
61% read reviews to inform purchase decision

3 71% make their final decision with the help of
the internet

What mobile services they would
like to be able to use ?
Ever Used Would like to be able
39%

31%
28%

23% 22%
20% 20% 19% 19%

14%
12%
10% 9%
7%

Locate a near by Check customers Compare proces Order an item Use an app to get Access Mobile Scannable QR
store reviews with other stores before collecting advice on Coupons codes
in the store products

The Impact of the Web and Mobile
on Shopping behavior

Internet and Shopping behavior

62% use internet while at store

48% take and/or send pictures of a product to a
friend or family

38% get information about a product/service


62% are up-to-date on news or
deals thanks to the internet.

¾ of European online users
visit related sites every month


65% of shoppers 71% make their
always/often make a final decision
purchase by first with the help of
researching online the internet
61% read reviews
to inform purchase 74% use the
decision internet to
narrow down
the selection

Top three services ever used mobile for

39%

23% 22%

Check customer reviews Compare prices with other stores

Top three services would like to be able to use
while shopping on the high street

20%


31% 28%
28%

Compare prices with other Order an item before
stores collecting in store

Impact of Web and Mobile on Shopping

Behavior
European online

3/4 users visit retail
related sites every
month

Shoppers always /

65 %
often make a
purchase by first
researching online

Make their final

71 %
decision with help of
the internet

In-store

62 %
Use the Internet while at the store

Get information about

38 %
a product / service

Take and send pictures /

48
%
product details to a
friend or family

Engagement
Are up‐to‐date on news or deals

62%
thanks to the internet

Consumers understand advertising to

3/4 be part of the mobile experience

Future Need

45

40 39
Services Ever Used / Would Like to Use on Mobile For Shopping

35
31
30 28

25 23
22
20 20
20 19 19 Current
Future
15 14
12
10
10 9
7

5

0
Locate nearby Check Compare Order item Use app to Access mobile Scannable QR
store customer prices with before get product coupons codes
reviews other stores collecting advice

Source: Yahoo Europe, 2012

A Study conducted by Yahoo!
Europe 2012

How Consumers use the
Internet

for Shopping Purposes
The Impact of the Web and Mobile on
Shopping Behavior

Current and Preferred Service Use of
Mobile Phones
Ever use
( in
percentages ) Locate a nearby
store
40

30 Check customer
QR codes
reviews
20

10
There is a
divergence
0
between
Mobile coupons Compare prices
consumers‘
actual and
Use app for Order before
desired use of
advice collecting mobile phones.

Base: Mobile Internet Users / Source: Yahoo! The
rise of cashlessness

Information
Search
62% 61%
are up-to-date on
read reviews to
news or deals
inform purchase
thanks to the
decision
internet

Consumers’
power is
increasing as
customers do
not only base
decisions on
experts’ opinions
but also on peer
reviews.

Consumer Decision
Making
65% 71%
of shoppers of shoppers
always / make their
often make a final decision
purchase by with help of
first the internet
The Internet
researching plays an
online Brand B extremely
Brand A Brand C
important role in
consumers’
decision making
processes.


Consumers’ Internet Usage
in the Store
take and/or send a picture of a
48% product/product details to a
friend or family

Shoppers like to
share their
shopping
experiences
virtually in real
time with friends
and family.


In conclusion
The use of the internet influences shopping
behavior because…

… consumers have
… consumers use more evaluation
the web in many available through
different ways online reviews

… it has a major
… of consumers’
impact on
desire to share
consumers’ decision
experiences
making

Did you know that…

62% of
consumers are
up-to-date on
news or deals
thanks to the
internet


3 out of 4
consumers
understand
that advertising
is part of the
mobile
experience


Top 5 used mobile services whilst shopping are:

Locating stores: 30% Comparing Use an app to get
prices: 22% advise: 12%

Order before
collecting in
Checking store: 14%
customer
reviews:
23%

So this is the new shopping experience:

65% of shoppers
always/often
research
online before
purchasing

• 62% use the internet
while at a store:

• 48% take and send a
picture

61% read • 38% get more
reviews to information
inform purchase
decisions

And at the end…

71% make their final decision with the help of the internet

MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise

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MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise