Nielsen Research - Mobile Path to Purchase

Mobile Path-to-Purchase Top-Level Study Findings August 2012

© 2012 xAd, Inc │ Confidential and Proprietary │ Do Not Distribute

First To Market Research In partnership with Nielsen Research xAd and Telmetrics leveraged actual observed mobile behavior paired with survey responses to understand mobile consumption and consumer path-to-purchase in (3) target industries: – – –

Travel (Report Release July 2012) Restaurants (Release September 2012) Auto (Release December 2012)

Study results provide deep insights by category on how consumers are utilizing mobile in their research and shopping process including: ─ The Who, When and the How consumers access specific information on their mobile devices ─ The different types of mobile consumers (intenders vs. non-intenders etc) ─ How are mobile devices used in the (4) stages of the purchase process – PrePurchase, In-Store, Point of Purchase and Post-Purchase ─ Top sites / apps in each stage ─ How does this compare to the general mobile audience


2

Key Findings As seen in other studies, tablet and Smartphone user’s exhibit different behaviors as Smartphone activities over index tablets in activities related to finding and contacting businesses – while tablets over index in more research related activities like price comparisons, looking up reviews etc.

Across the different categories studied, consumers exhibited varying levels of purchase intent based on the immediacy of their needs – Restaurant users had immediate needs – Auto users were ½ researchers and ½ intenders – Travel users were primarily researchers – yet 1/3 went on to make an immediate purchase Mobile - The “go-to” utility to find, contact and visit local businesses –

–

As many as 73% of mobile users report looking for a business phone number and subsequently contacting the business Up to 84% of users report looking up a business location or accessing map and driving directions via their device

Local Relevance and Local Offers were key to mobile conversions


There Is No “One Size Fits All” Model in Mobile Across all verticals, Tablet owners mostly use their device while they are in their home, while Smartphone users mostly use their device “on the go” For Restaurants – the majority of Smartphone activity (51%) was completed in the car For Travel and Auto – 43% and 53% respectively of Smartphone activity was completed at work and in the car

75% In The Home

Location Use by Device – Travel Example

63% On The Go

– –

Not all vertical users showed the same immediacy in decision making / action post a mobile related activity – –

For Restaurants, 64% of Smartphone users and 46% of Tablet users want to decide within an hour, compared to 20% and 18% for Travel searchers and 36% and 25% for Auto searchers Data that supports the fact that users access their mobile devices at different stages of the purchase process – which varies dramatically by category


4

Mobile Can Impact Purchasing Decisions Stage in Decision When First Accessing App/Website by Device 120%

Had Not made a decision I knew exactly what I was looking for

100%

80%

56% 74%

60%

62%

61%

38%

39%

Automotive

Restaurant

73%

68%

27%

32%

Travel

Automotive

40%

20%

44%

26% 0% Restaurant

Travel Smartphone


Tablet

Mobile “Browsers” Ultimately Become Buyers Made a Purchase Related to Visit on App/Website by Device

15%

16%

57%

51%

48%

48%

52%

85%

84%

43%

Restaurant

52%

Travel

49%

Automotive

Restaurant

Smartphone

Travel

Tablet Yes

No


Automotive

Mobile Ads Are Noticed by Mobile Users Types of Ads Seen on Device

48% Text Ads

22%

30% of Smartphone Users Click on Ads

49% Animated/Visual Ads

51%

25%

22% on Tablet

Other type of Ads

28%

75% Saw advertising in the past 30 days

63%

Smartphone

Tablet


Local Relevance Key To Mobile Ad Engagement

Advertising Most Likely to Click on (Top 3) by Device

73%

70%

72%

69% 65% 59% 55%

52%

15%

Ad that's locally relevant to me

Ad that offers coupon/promotion

Smartphone

Ad that features a brand I Ad that doesn't take me know outside app/website

Tablet


16%

Ad with phone number/clear way of contact

Stay Tuned for the Upcoming Releases of our Detailed Category Reports: • Travel Report coming September 5th, 2012 • Restaurant Report – Early October 2012 • Auto Report – Early November 2012

For more information visit MobilePathToPurchase.com