understanding the mcommerce market place. - iab … · london - singapore - dubai...

LONDON-SINGAPORE-DUBAI

OnDeviceResearch.com

October2016

UnderstandingtheMCommercemarketplace.

75%havepurchasedviatheir

smartphoneoverthepast6monthgloballyand80%inIreland

...andthisisaglobalphenomenon

Base:AllParticipatingCountries'Average(3800),permarket(200),male(2286),female(1514)

Significantlyhigher/lower.Testedat95%confidenceinterval

APAC

SouthAmerica

NorthAmerica

Europe 75%

76%

71%

77%

Pleasenote:APCA=AllParticipatingCountries'Average

$49Billionin2015growing68%yoy

Nowonderthenthatglobalmobileadspendwas...

OnDeviceResearch

• OfficeinLondon,SingaporeandDubai• Firsttomeasurein-appadvertisingusingdeviceIDs• 35millionmobilesurveysin92countries,forclientssuchas:

Weusemobiletohelpbrandsandtheiragenciesmeasure

marketingeffectivenessandunderstandconsumerinteractions

Method:- 22questionmobilesurveywasdesignedandfieldedin19markets

ResearchMethodology

FieldworkPeriod:August2016

SampleTarget:- N=200permarket- N=3800intotal

PlaceholderforIABMap ToInsert

Mobilecommerceisnotsporadic,itispartofconsumersdailylives68%purchaseonamonthlybasisinIreland

Frequencyofmobilecommerce

AllPar_cipa_ngCountries'Average(APCA) Ireland

33%34%

42%43%

26%23%

Daily/Weekly Monthly AFewTimesAYear

Pleasenote:APCA=AllParticipatingCountries’AverageBase:AllParticipatingCountries'AverageAPCA(3800),regional:Europe(1400),NorthAmerica(600),SouthAmerica(800),APAC(1000)


84%aresatisfiedwiththeir

mobilepurchaseexperienceinIreland

UKCanadaFranceTurkeyBrazilIrelandChileAPCAAustraliaUS ChinaPeruMexicoSingaporeColombiaAustriaJapanNorwayNewZealandSweden

73%73%75%75%

77%78%78%79%79%79%80%80%80%81%84%84%85%85%

87%89%

Thisisabovetheglobalaverageof80%formobilecommercesatisfaction

MobileCommerceSatisfaction

Base:AllParticipatingCountries'Average(3800),permarket(200)



Ireland

36%

31%

17%7%9%

DisagreestronglyDisagreeslightlyNeitherAgreeslightlyAgreestrongly

Asaresultoftheirsatisfaction,62%plantopurchasemoreproductsorservicesviatheirdeviceinthenext6months.

%Agree: 62%




Whatisthetopcategoryofitempurchasedviamobile?




MobileCommerceCategories

FashionTickets

Smartphone/tabletgameorappDigitalMedia

TravelToysandGamesPhysicalMedia

Air_me/dataforasmartphoneHealthandbeautyproducts

Transporta_onservicesPublicServicesPayments

Food/groceriesRestaurants,bars,coffeeshops

ItemsforyourhomeConsumerelectronics

0% 15% 30% 45% 60%

19%20%21%

24%25%26%26%26%

31%31%

34%35%35%

40%53%

Ireland




MobileCommerceCategories

FashionTickets

Smartphone/tabletgameorappDigitalMedia

TravelToysandGamesPhysicalMedia

Air_me/dataforasmartphoneHealthandbeautyproducts

Transporta_onservicesPublicServicesPayments

Food/groceriesRestaurants,bars,coffeeshops

ItemsforyourhomeConsumerelectronics

0% 15% 30% 45% 60%

24%25%

18%25%25%

24%23%

27%30%

33%30%

32%43%

36%41%

Global Ireland

Mobilecommercemakeslifeeasier

Pleasenote:APCA=AllParticipatingCountries'AverageBase:AllParticipatingCountries'AverageAPCA(3800),regional:Europe(1400),NorthAmerica(600),SouthAmerica(800),APAC(1000)


MoMvaMonsforMobileCommerce-Ireland

Tosave_me

Itwasconvenient

Couldn'tfinditinstore

Togetthebestpricepossible/savemoney

It'ssaferthancarryingcash

Togetsomethingimmediately/didn'twanttowait

Forentertainment

It'stheonlywayformetopurchaseitemsonline

Adver_singpromptedme

0% 13% 25% 38% 50%

8%

8%

21%

28%

28%

32%

33%

45%

47%

Trustissuesabarriertomoreadoptionstatedby48%inIreland

Pleasenote:APCA=AllParticipatingCountries'AverageBase:AllParticipatingCountries'AverageAPCA(3800),regional:Europe(1400),NorthAmerica(600),SouthAmerica(800),APAC(1000)


Barrierstoincreasedpurchase

AnyTrustIssue

Ihavenoneedto

Idon'twanttosharepersonalinforma_on

Idon'ttrustthesecurity

It'stooexpensive

I'vereadorheardnega_veexperiences

Nothingpreventsmefrompurchasingmore

Ittakestoolongtotransactonmobile

Ihadapreviousbadexperience0% 13% 25% 38% 50%

11%

11%

12%

14%

16%

18%

24%

34%

48%

81%ofconsumersinIrelandhave

interactedwithamobileadand18%havegoneontopurchasethereafter

AWARENESS

RESEARCHANDDISCOVERY

PURCHASE

60%havefoundanewproductorservicetobuyviasocialmedia

Towhatextentdoyouagreewiththefollowingstatements?Ioftendiscovernewproductsorservicestobuyonsocialmedia





26%28%

34%32%

19%23%11%9%11%8%

DisagreestronglyDisagreeslightlyNeitherAgreeslightlyAgreestrongly

%Agree: 60% 60%


22%21%

33%32%38%36%

42%43%

51%49%

Lookforabelerprice Lookformoreinforma_onLookforproduct/servicereviews Lookforanalternate/belerproduct/brandAskforadvicefromfriendsorfamily

Consumersusetheirdevicestoshowroomwheninstore.49%dosobylookingforabetterprice,43%tolookformoreinformation.

Q20.Whichofthefollowingdoyouregularlydoinstorewithyoursmartphoneortablet?Selectallthatapply.




OnDeviceResearchstorevisitationproductprovesmobileadsdrivefootfall.E.g.45.2%IncreaseinStoreVisitation

Control

Test

-39.4%

Test

Control

-25.5% Unadjusted VisitationDifference

BasePeriod CampaignPeriodCampaignPeriod

Adjusted

CampaignImpact +13.9%

-39.4% ExpectedDifference

AWARENESS

RESEARCHANDDISCOVERY

PURCHASE

MobileAdvertisingNorms–BrandMetrics

DeltaDifference

SpontaneousAwareness-1stmention

SpontaneousAwareness-Total

AdRecall

BrandConsideration(Top3)

PurchaseIntention(Top2)

+10

+16

+9

+4

+6

Mobilecreativehasahugeimpactoneffectiveness

Theimpactofemo_oninmobileadver_singonbrandmetricsAverage%deltabetweencontrolandexposedgroups:topvsbolom

performingadsbyemo_onalresonance

SpontaneousAwareness AdRecall BrandConsidera_on PurchaseIntent

2%3%3%

11% 11%

7%9%

23%

TopEmo_onQuin_le BolomEmo_onQuin_le

Delta+6%

Delta+4%

Delta+9%

Delta+12%

• 80%ofsmartphoneownersinIrelandpurchaseontheirsmartphone,andtheirpurchasingissettoincrease

• Convenienceisthemajormotivation• Mobileadvertisingworksatallstagesofthepurchasefunnel,butdon’tforgetthepowerofgoodcreative

Summary

Thankyou!

understanding the mcommerce market place. - iab … · london - singapore - dubai...

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