mobile audience insights report

Mobile Audience Insights Report

Spotlight on CPG

Mobile Audience Insights Report Spotlight on CPG

Source: NinthDecimal 2014NinthDecimal.com

Research OverviewMobile’s Role in the CPG Path-to-Purchase ...................................................3

Mobile CPG Ads Influence Consumer Behavior ............................................4

Mobile’s Role in Grocery Shopping Planning ................................................5

How Consumers Use Mobile While Shopping ........................................ 6—8

LCI™: CPG Drive-to-Retail Ad Benchmark ......................................................9

CPG In-Store Mobile Ad Engagement Trends .............................................10

Our CPG Insights report focuses on understanding how mobile is impacting consumers’ path-to-purchase behaviors within the Consumer

Packaged Goods industry. Specifically, the report analyzes grocery shoppers’ mobile adoption trends & behaviors, indicating key opportunities

for marketers to engage them before, during & after their shopping experience.

The report goes into several key areas of analysis. The first examines how growing mobile usage is reshaping shoppers’ behavior before they

go to the grocery store & while in-store. The second assesses mobile’s role in coupons, grocery apps & online grocery shopping. The third

assesses trends in CPG mobile ads, as well as how these ads influence consumer engagement.

Key Findings• 70% of consumers tried a new CPG product or brand after seeing a mobile ad in 2014 – a 49% increase over 2013.

• 59% of consumers use their mobile device while grocery shopping — a 16% increase over 2013.

• CPG mobile ads drove 75% more store visits than similar shoppers who didn’t see the ads.

• 56% of grocery shopping app users are millennials.

• 69% of online grocery shoppers use their mobile device to purchase.

2

2013

of consumers tried anew CPG product/brandafter seeing a mobile ad

2014

INCREASE

70% 49%

Source: NinthDecimal 2014



How Consumers Use Mobile in the CPG Path-to-Purchase

3

Discovery Planning Shopping

68%use their mobile device

while grocery shopping

86% 59%use their mobile device

to discover CPG brands/products

use their mobile device to prepare for grocery

shopping

• 42% research nutritional info

• 37% research brand/product info

• 28% watch product videos

• 69% find/save coupons

• 59% create shopping lists

• 35% browse recipes

• 42% review shopping lists

• 37% search for discounts/promos

• 27% get competitor pricing


Source: NinthDecimal 2014NinthDecimal.com 4

Mobile CPG Ads Influence Consumer Behavior


Food PersonalCare

HouseholdSupplies

Beverages

51% 42% 36% 30%

• 70% of consumers tried a new CPG product/brand after seeing a mobile ad in 2014 — a 49% increase from 2013.

• Food & personal care purchases are most influenced by mobile ads.

• An average of 41% of consumers between the ages of 34 & 55 engage with CPG mobile ads — more than any other age group.

• Women are more likely to engage with mobile ads for personal care products (67%) than with other CPG ads, whereas men engage the most with food/beverage ads (45%).

CPG Products Purchased as a Result of Mobile AdFood/beverage ads

Personal care product ads

Household product ads

Who’s Engaging With CPG Mobile Ads?

Male

Male

Male

Female

Female

Female

Ages 34-55

Ages 34-55

Ages 34-55

Ages 56+

Ages 56+

Ages 56+

Ages 18-33

Ages 18-33

Ages 18-33

45%

33%

43%

21%

25%

27%

55%

67%

57%

38%

29%

37%

41%

46%

36%



Source: NinthDecimal 2014NinthDecimal.com 5

47%

6%

32%

15%

As a mobile note

In an app

Emailed to themselves

Other

Source: NinthDecimal 2014 Source: NinthDecimal 2014

Mobile’s Role in Grocery Shopping Planning

• 69% prefer to find/save coupons on their mobile vs. printing them out to bring to the store — a 25% increase from 2013.

• 59% create a shopping list via their mobile device, with 47% using a mobile note and 32% using an app.

• 31% of consumers still use non-mobile handwritten shopping list.

of consumers use their mobile devices for their shopping list

of consumers save couponson their mobile device59% 69%

Mobile 69%Save in emailon mobile device

Save to grocery card

Save in app

24%15%

31%

10%

20%Non-Mobile (Print coupon)

Save to mobile wallet



How CPG Consumers Use Mobile While Shopping

6

Review shopping listRev

iew

shopping

list

Search for discounts/promos

Searc

h for

discoun

ts/pro

mosLook up

product/brand info

Look u

p produc

t/bran

d info

• 59% of shoppers used their mobile while grocery shopping in 2014 — a 16% increase from 2013.• 37% of consumers use their mobile to search for discounts & 35% browse recipes while grocery shopping.• Moms are most likely to use their mobile in-store to search for discounts (67%) & get competitor pricing (54%).• 56% of millennials report using their mobile in-store to review their shopping list.

Millennials* Moms*All Shoppers

Watch product videos

Watc

h pro

duct v

ideos

42%37%

Browse recipes

Browse

recip

es Get competitor pricing

Get co

mpetito

r pric

ing

35%

27% 25%

12%

56% 50% 39% 67% 35% 22% 43% 54% 23% 39% 24% 16%


*Mothers & Millennials are most active CPG audiences



CPG Consumers Rely Heavily on Mobile for Coupon Redemption

7

• 69% prefer mobile over non-mobile methods for redeeming coupons — a 41% increase from 2013.

• Of the 64% who used mobile for coupon redemption, the majority were female (61%) & between ages 34–55 (48%).

• 56% of consumers would prefer an easier check-out process when using mobile coupons.

• Consumers are 2.3x as likely to redeem coupons for food/beverages (71%) than for personal care products (31%).

Source: NinthDecimal 2014Source: NinthDecimal 2014


✔ 56%: No scanning at checkout

✔ 47%: Easier to save coupon to my mobile device from ad

✔ 38%: Receive a coupon/offer on my mobile when I enter a store

Improvements Consumers Want in Mobile Coupon ProcessMobile Coupon Redemption by CPG Category — Top Three

MaleFemale

39%61%Ages 18-33

Ages 34-55

Ages 56+

40%

69% of Shoppers Redeemed Coupons Via Their Mobile Device in 2014

71%

53%

31%

Food/beverages

Household products

Personal care products

48%

12%



2013

of consumers downloaded

a grocery shopping app2014

58% 16% INCREASE

Grocery Shopping App Trends

8

Edit/save shopping list

Recipe search/reviews

Sync shopping lists from multiple places

Barcode scanner

Store locator

Save frequently purchased items

Grocery retailer app

CPG brand app

Digital coupons app

Food/recipe app

Fitness/nutrition app

57%

30%

26%

22%

12%

Most Popular Types of Grocery Apps in 2014 (by usage)

Ranking of Grocery App Features (Index)

• 58% of consumer report using grocery shopping apps in 2014 — a 16% increase from 2013.

• 56% of grocery app users are millennials & 1.27x as likely to download than age 33+.

• The top 3 most valued features in grocery apps deal with shopping list management & recipe searching.

Who’s Using Grocery Store Apps?

9%

56%35%

3.0

4.5

5.1

5.4

5.9

6.7

Rural

8%

69%23%

57%43%Female

Male

18-3334-55

Urban

Suburban




56+

Location

Age

Gender



CPG Mobile Ads Drive More Consumers to Stores in 2014 vs. 2013

9

ControlPopulation

ExposedAudience

Gen. PopulationBenchmark

ControlPopulation

ExposedAudience

Gen. PopulationBenchmark

Lift in store visits for 2013 CPG mobile ads

Lift in store visits for 2014 CPG mobile ads

Lift from control group

Lift from control group

Lift from general pop.

Lift from general pop.

Lift instore visits

100 100112

196

111

144

29%75%

44%96%

36%


• CPG mobile ads drove a 75% increase in store visits vs. a control population with identical attributes.

• CPG mobile ads resulted in a 36% increase in store visits YoY (2013—2014).



Mobile’s Role in Online Grocery Shopping

Who’s Using Mobile for Grocery Delivery Services? Online Grocery Shopping Purchase Trends by Device

10

38% 27%

Smartphone

Laptop

Tablet

• 19% of consumers used an online grocery shopping/delivery service in 2014, with 65% making these purchases via a mobile device.

• 57% of men use mobile for online grocery shopping are male with 41% between ages 34–55.

• 69% of those that online grocery shop live in urban areas.

• 61% of online grocery shoppers earn $100k+, while 41% earn under $100k.

Source: NinthDecimal 2014Source: NinthDecimal 2014

35%

57%43%Women

Men

22%41%

41%20%

18%

21%

37%Ages 18-33

$100-$149k

$150k+

>$50k

$50-$99k

Age 56+

Ages 34-55

Rural

8%

69%23%

Urban

Suburban

69% of Online Grocery Shoppers Use Their Mobile Device to Purchase



CPG 2014 Mobile Audience Insights ReportThe CPG 2014 Insights Report highlights recent mobile market audience usage trends for advertisers to apply to their mobile strategies & campaigns. This quarter focused on the CPG industry.

NinthDecimal is the leading mobile audience intelligence platform building the most comprehensive understanding of people by connecting their digital & physical lives. Our audience data is built on 1 trillion data points from over 1 billion devices, allowing us to create hundreds of customized audience segments with the scale to drive meaningful business results.

NinthDecimal’s precision, scale & advanced data science allow us to build the most accurate understanding of audiences, providing clients with actionable intelligence & massive campaign reach. Our core capabilities differentiate us from any other player in the industry:

• Precise audience intelligence: We offer the most precise audience solution in the market, bridging data from the digital & physical worlds to create a true understanding of mobile consumers & how to engage them throughout their path-to-purchase.

• Audience scale: The scale of our proprietary data, comprised of over 1 trillion data points from more than 1 billion devices, enables us to create hundreds of custom audience profiles for massive campaign reach to the right consumers.

• Top-tier measurement & performance capabilities: Our Location Conversion Index™ (LCI™) enables us to measure the true impact of mobile campaigns on real world behavior to effectively close the loop & provide measurement down to the point of purchase.

• One audience & one integrated solution: We enable marketers to achieve high-performing campaigns by reaching & engaging the same audience across all media channels on a single platform.

Methodology

NinthDecimal’s Mobile Audience Insights Report research is based on data compiled from a survey of 1,202 randomly selected mobile users, as well as the billions of data points from NinthDecimal’s proprietary mobile audience intelligence platform. Location Conversion Index™ measures ROI by finding the normal visit rate for the general population, then comparing it against specific audiences both exposed & not exposed to mobile campaigns in order to measure incremental store visits.

The survey & platform data were collected from July — September 2014, & YOY comparisons were made from the same time period in 2013. Our LCI™ Benchmark data was collected from January — November 2014.

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mobile audience insights report

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