mobile shopper research

Mobile Shopper Research ȔȅǠȜƉǲșǼȆȢƉțǰȢǻȧ�¿ÎǇüèĩǇŕŒĴ;ǆ�ƩƮǗȔȅǠȜǇ�7��2012 �Ɖ12 Ç

1 � ¿ÎǇǴȐȢǿȉǤȠȘȢǱȢǇƉ67% ƫSQǓǰȢȇǴǇŕ)ÖĽÃǆ¿�ąǆ ȔȅǠȜĕÍƪǕÖĝǛĴƾǁƩǖƝ33% ƫƱǕǆŕ)ǎǂȔȅǠȜĕÍǂĴƾǁƦǗ�

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4 � ȔȅǠȜǈƝãǑǗ�^Ǔŕ)ǆyƵǗ3"�ǇƇƦǞǪǶǴǛǄƯǂǒ°�ƵǗ ƠǾǴǪǿǼȋǇ¬�ơǃƳǁ�ǚǘǁƦǗ�

5 � ƠȔȅǠȜ�ǂǇáŘÖĽơǈeƬǅ�7ǛÓƻƳǁƦǗƞȔȅǠȜƪǕ�ǕǘǗ�ǇSQǓ�İǇ�^ǈƝüèĩǆyƳǁ�İ-Ĵ;ǆƩƮǗºƻǅĮÿǃũ¨ĬǛ�ƨǗ

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ZMOT ǇńĞǆƿƦǁǈƯƽǕǛBôƉȧƉwww.zeromomentoftruth.com

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ȔȅǠȜǲșǼȆȢǈƝŕ)ÃñƪǕŧǗǃƝǄǇƭǕƦ6ƪǕÖĽƳiǑǁƦǗǇƪȫƉ�

ǅƸƝǲșǼȆȢǈǠȠǹȢȃǼǿǂ�^ǛDŵƵǗǇƪȫ��ǄǇǔƧǅ�^Ǜ�ǕǈãǑǁƦǗǇƪȫ�

Why? �^®ĝ�

How? �Ż��Æğąǅ��äpǆƩƦǁƝH�^ïǈǄǇƭǕƦ�Ż8ƫƥǗǇƪȫ�

ȔȅǠȜǲșǼȆȢǈƝŕ)ÖĽȋȞǶǴǆƩƦǁƝǄǇǔƧǅȅțǞȡŴsǃy�ƳǁƦǗƪȫ�

Why Not? ȅțǞȡŴs�

țǰȢǻŊƀȧ�ȔȅǠȜǇŕ)��äpǋǇ�Ęǅ�ŻǛûĺƵǗƻǑǆƝ� W��ǇǔƧǅțǰȢǻŊƀǛĿpƳƻ�

Who? ǾȔǫȚȉǟǼǪǴ� ¿ǇȔȅǠȜǲșǼȆȢǃǈŉƪȫ�2Ǔ�ƈǆǔǗŦƦǈƥǗǇƪȫƉ�

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ďƻƽǈƝǴȐȢǿȉǤȠƫ�ƟǇǲșǼȈȠǫ�ƆǛ ǄǇǔƧǆ��ƾǁƦǗǇƪǛ ûĺƵǗƻǑǆƝȔȅǠȜǲșǼȆȢǛŋÔƳǎƳƻ

ďƻƽǈƝ3 ƿǇ�ĸý×ƜƜȣ½ĴȡǞȆȝȜȡȝǴǿȚȠȤǆ ƩƮǗǲșǼȈȠǫǳȕȢȂȢǛ şĴȡĺÒ0ÒƳǎƳƻ

< ȉǤȢǦǴǫȜȢȋǠȠǹȇȗȢ > � < U&A (�Ŏȡq ) ǆůƵǗǥȠȚǠȠŋÔ > < ȂȗȢȞȡǲșǼȆȢȡǥȠȚǠȠŋÔƉ>

ǴȐȢǿȉǤȠȘȢǱȢǇƧƽƝÄßƪǕǴȐȢǿȉǤȠǛ�ƾǁ ŒƦõǛƳǁƦǗ�ȩ “ȔȅǠȜǲșǼȆȢ” ǈƉ33%

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Q1a ƥǅƻǈƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��ǇǔƧǅ�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁǈǎǗǒǇǛƵǌǁƩũǊƭƼƱƦƞ�Ȩ¿�ąǆǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢǱȢȌȢǴȦn=1,033)Ȫ�

• ǴȐȢǿȉǤȠǛ£ÈƳǁƦǗ • ǾǴǪǿǼȋǓȔȅǠȜǂ¿�ąǆǠȠǹȢȃǼǿǛ3þƳǁƦǗ • ÄßƪǕȔȅǠȜǂŒƦõǆůƵǗ�^DŵǛĴƾǁƦǗ • ÄßƪǕȔȅǠȜȣǞȋțǈűƭȤǂĶQǓǰȢȇǴǛŕ)ƳǁƦǗ

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Q22a ƥǅƻƫĈśƉ1 �Ůǆ��ǇSQǓǰȢȇǴȣ13 ǦǽǯțȢȤǛŕ)ƳƻųǇ÷åǃƳǁƝƉƥǁǈǎǗǒǇǛƵǌǁƩũǊƭƼƱƦƞȨǴȐȢǿȉǤȠǂȃǼǿǲșǼȈȠǫǛƳǁƦǗ�ȩȔȅǠȜǲșǼȆȢȌȢǴȦn=316Ȫ

ǲșǼȈȠǫǆƩƮǗƠǥȠȚǠȠȡǥȉȚǠȠǇĠǏIǚƷơǇ/úù�ȣ13 ǦǽǯțȢǇ�Z%Ȥ�

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Q1a ƥǅƻǈƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��ǇǔƧǅ�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁǈǎǗǒǇǛƵǌǁƩũǊƭƼƱƦƞ�Ȩ¿�ąǆǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢǱȢȌȢǴȦn=1,033Ȫ�

ȔȅǠȜ ǲșǼȆȢ

ȄȠȡȔȅǠȜ ǲșǼȆȢ

ȣǴȐȎȘȢǱȢȤ

34% 31% 27% 17%

66% 69% 73% 83%

20s 30s 40s 50s

41% 33% 32% 13%

59% 67% 68% 87%

20s 30s 40s 50s

ȔȅǠȜǲșǼȆȢǈƝ¿�üèǆƩƦǁȔȅǠȜ�ǂ�ǔǖcƭǇĴ;ǛĴƾǁƦǗ�

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Q1a ƥǅƻǈƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��ǇǔƧǅ�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁǈǎǗǒǇǛƵǌǁƩũǊƭƼƱƦƞ�Ȩ¿�ąǆǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢǱȢȌȢǴȦn=1,033Ȫ�

ȔȅǠȜǲșǼȆȢ ȄȠȡȔȅǠȜǲșǼȆȢ ȣǴȐȎȘȢǱȢȤ

89% 79%

79% 52%

61% 46%

61% 50%

61% 41%

53% 34%

25% 13%

25% 12%

ȔȅǠȜǲșǼȆȢǈƝŒƦõǇ�^DŵǇųƝ�ÛƟǅǡǢȊǰǠǿǛ3þƳǁƦǗ�

ÕáŘǰǠǿ ½Ĵ�û�ǇǰǠǿ ǪǻǮȑǰǠǿ ǥȠȚǠȠǲșǼȈȠǫǰǠǿ

WEBȐǧǳȠǰǠǿ |`�Ȧzŭ�ǇȎȢȒȍȢǳ ȊȚȠȀȦȓȢǦȢǇȎȢȒȍȢǳ ȊȞǫǰǠǿ

zŭ�^ǇǰǠǿ

ĤIȏȢǹȜǰǠǿ SNS

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ȔȅǠȜǲșǼȆȢ ȄȠȡȔȅǠȜǲșǼȆȢ ȣǴȐȎȘȢǱȢȤ

ȔȅǠȜǇ3þǈƝ�^Dŵǒŕ)ǒƝ�dĮmǂƭƿǙƦǂƦǗǃƬǆǒƾǃǒè�=ƵǗ�

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Q5a ƥǅƻƫǴȐȢǿȉǤȠǂ��Ǉ�Ʀ»ǛƵǗǇǈǄǇǔƧǅ_źǓâƽǇǃƬǂƵƪƞƹǘƺǘƥǁǈǎǗǒǇǛƵǌǁƩũǊƭƼƱƦƞ ƛȋȚǠȌȢǿǂǇ3þǆƿƦǁƩĨƨƭƼƱƦƞ ȨȔȅǠȜǲșǼȆȢȌȢǴȦn=316Ȫ�

10%

20%

30%

40%

50%

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15

38%

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DETAILEDPRODUCTINFO

20%

10%

20%

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ÅęȡȐȠǧ�

68% 61% 59% 57% 56% 53% 50% 40%

64% 49% 45% 41% 37% 35% 34% 29%

ȔȅǠȜǲșǼȆȢǇqųǇŕ)ǆůƳǁǈƝ�ǾǴǪǿǼȋǃȔȅǠȜǇŮǂeƬǅǦǽǯțȢǇŦƦǈĹǕǘǅƦ�

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SQ5a ƥǅƻǈƝĈś1�ŮǆȋȚǠȌȢǿǂȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC ǛþƦƝȃǼǿǲșǼȈȠǫǂ��ǇSQǓǰȢȇǴǛŕ)ƳƻƯǃƫƥǖǎƵƪƞ�ȨȔȅǠȜǲșǼȆȢȌȢǴȦn=316Ȫ�

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56% 46% 44% 40% 38% 35% 34% 28%

30% 26% 23% 23% 22% 16% 13% 13%

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SQ5a Ĉś1�ŮǆȋȚǠȌȢǿǂȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC ǛþƦƝƉȃǼǿǲșǼȈȠǫǂ��ǇSQǓǰȢȇǴǛŕ)ƳƻƯǃƫƥǖǎƵƪƞƉƉ ȨȔȅǠȜǲșǼȆȢǂƝǴȐȎǂ�^DEƳǴȐȎǂŕ)Ƴƻ�ȌȢǴȪ�

ȔȅǠȜ�ǂ��^®ĝƪǕ�ŕ)ǆįǗ�

ǮȠȅȢǳșȠù�

58% 57% 55% 43% 38% 32% 25%

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CD/DVD ÅęȡȐȠǧ

41%

17%

35%

45%

26%

13%

29%

23%

10%

19% 19%

10% 4% 7%

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ȨȔȅǠȜǲșǼȆȢȌȢǴȦn=316Ȫ

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36% 31% 31% 29% 28% 25% 22%

64% 69% 69% 71% 72% 75% 78%

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27%! ǰǠǿǔǖĿļƫĲƦ

24%! �Ʀ»ȣȁȇǭȢǲșȠȤƫǚƪǖǓƵƦ

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Sent a picture of product to friends/family for feedback

Used phone to retrieve and use a stored offer or coupon

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Called someone to get their opinion

Comparison shopped using my mobile phone

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Sent a picture of the product to friends / family for

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Winning over

mobile shoppers

What are your plans?

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�^DŵǓŕ)ȣäìȤǃƦƾƻƠŕŒĴ;ǆƩƮǗȔȅǠȜǇ�7ơǇûĺǛëǑǗƻǑǆƝShopper Sciences Ďǃ+JǂŋÔq¼

ŋÔćą

•  ȔȅǠȜǃŕ)ȋȞǶǴǃǇů#ǛÀǕƪǆƵǗ •  ��ƦǲșǼȈȠǫÚŢȣǣǮǲǴǽȒȤǆƩƮǗȔȅǠȜǇ�ĦǀƮǛûĺƵǗ •  ��äpȋȞǶǴǆƩƮǗȔȅǠȜġÿǇ�^ïǇ�7ǛÀǕƪǆƵǗ •  ŕ)ÖĽĩƫƝǄǇȔȅǠȜġÿǇ�^ïȣC�ȡt¾Ǉ9ĻƝǥȠȚǠȠǸȢǲȕȜȃǼǿȟȢǪ�ǂǇ��Ǉ�ĹƝǥȠȚǠȠȝȇȗȢǅǄMǐȤǛƝŕ)ȋȞǶǴǇǄǇÃñǂƝ ǄǇƭǕƦèþƳǁƦǗǇƪǛûĺƵǗ

•  ȔȅǠȜġÿǇH�^ïǇƝŕ)äpǋǇ�Ż�ǛŬąǆÖŀƵǗ •  êœĩƫƹǇȊȚȠȀǛ´ƵǗƝƥǗƦǈĒØąǆȏǳǽǟȊǆ��ǆǲǢǞƵǗ ƬƾƪƮǓûÿǛëƭûĺƵǗ

42

ŋÔ¤æ

1. ȉǤȢǦǴǫȜȢȋǠȠǹȇȗȢ •  ǫȜȢȋÚ¢ȧƉ4 ǫȜȢȋƉ× 6 �ǇǴȐȢǿȉǤȠȘȢǱȢƜȣĀfȡ��ǂ7�Ȥ •  q¼¿ȧƉ2012 �Ɖ7 ÇƉ29 ¿ȬƉ31 ¿

2. U&A (�Ŏȡq ) ǆůƵǗǥȠȚǠȠŋÔ •  ǰȠȋȜ·ȧǴǪțȢȂȠǫŋÔȧƉ3,765 KƝÎŋÔȧƉ1,000 K •  yŐĩ]ÎÏ�ȧ*XĀfƉ20 ȬƉ59 ÞȦǴȐȢǿȉǤȠ£ÈĩȦŤƉ1 W��ȃǼǿ3þ •  q¼¿ȧ2012 �Ɖ8 ÇƉ14 ¿ƉȬƉ15 ¿ •  ȔȅǠȜǲșǼȆȢƉ(n=316) Ǉ��^ȧ

–  �2Ɖ= Ā�Ɖ(53%), f�Ɖ(47%) –  �ƈ= 20-29 ÞƉ(37%), 30-39 ÞƉ(35%), 40-49 Þ (21%), 50-59 Þ (7%)

3. ȂȗȢȞȡǲșǼȆȢȡǥȠȚǠȠŋÔƉ(Neural Shopper Online Survey) •  ǰȠȋȜ·ȧƉ900 KƜȣ½ĴȡǞȆȝȜȡȝǴǿȚȠǂƝHn= 300 Ȥ •  ÆśƹǘƺǘǇǦǽǯțȢǇSQȡǰȢȇǴǛŕ)ȡ3þƳǁƦǗ�

ȣ½ĴƉ90 ¿�-ƝǞȆȝȜƉ30 ¿�-ƝȝǴǿȚȠƉ14 ¿�-ȤǂƝ�äpĩǂƥǗƯǃƞ •  ÄßƪǕǾǴǪǿǼȋǓȔȅǠȜǂŒƦõǛƳǁƦǗ� •  yŐĩ��

–  �2 = Ā�Ɖ(65%), f�Ɖ(35%) –  �ƈ = 18-24 ÞƉ(4%), 25-34 ÞƉ(24%), 35-44 ÞƉ(36%), 45-54 ÞƉ(26%), 55 Þ+ (10%)

•  q¼¿ȧƉ2012 �Ɖ9 ÇƉ17 ¿ƉȬƉ18 ¿Ɖ

43

țǰȢǻȆȢǿȁȢƉ: Shopper Sciences

Shopper Sciences is a marketing consultancy part of the Interpublic Group of Companies (NYSE: IPG). Working closely with sister marketing communication agencies Momentum Worldwide and the McCann Worldgroup, it provides retailers, manufacturers, and advertising agents with the insights necessary to align marketing strategies with factors that truly influence the shopper's decision to buy. Shopper Sciences utilizes proprietary research methodologies and diagnostic tools to uncover the true drivers of influence along the path to purchase. These insights serve as the foundation for developing shopper marketing programs, including creative strategies and media channel optimization, for categories and brands.

Ñ�ǥȉǟǴ�

Ƥ107-0062 Ñ�Ūî>@Ÿ� 1-1-1 ºŸ�ȇȜÑƅ 12F

03-3746-8084

[email protected]

http://www.mccannwg.co.jp/

44

mobile shopper research

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