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Insights from a Conversant®
Executive
Kurt Hawks, General Manager – Conversant Mobile
UNDERSTAND THE
CROSS-DEVICE
CONSUMER IN
JUST 15 MINUTES

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INTRODUCTION
MOBILE DEVICE ADOPTION
THE MULTI-DEVICE PHENOMENON
CROSS-DEVICE BROWSING BEHAVIORS
THE MOBILE SHOPPING PHENOMENON
CROSS-DEVICE MARKETING RECEPTIVITY
WHAT TO DO NOW?
ABOUT THE AUTHOR
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Table of Contents
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3.
Percent of group interested
in learning more about
cross-device in 2014
Source: Conversant Research, 2014
70%
Agency Media Professionals
60%
Sr. Marketing Leaders
Cross-device is the hottest topic in Digital in 2014. According to two
recent surveys conducted by Bovitz Research for Conversant, both agency
media pros and senior marketing leaders list cross-device as the number
one topic they want to learn more about.
Additionally, a 2013 survey of leading media buyers, underwritten by
Conversant, showed that:
• 89% say it is critical for marketers to target the
same person across devices
• 75% say they have already seen increased
marketing effectiveness with cross-device
campaigns
• 30% of total digital budgets were devoted to
cross-device programs in 2013
In order to understand what role cross-device should play in YOUR
marketing, the most important thing you can do is understand how
consumers have adopted and now use their various digital devices to
connect, communicate, shop and buy.
Here, in a few short pages, is a collection of the essential information about
the cross-device consumer, along with four important ways you can begin
reshaping your marketing to reflect cross-device consumer behaviors.
INTRODUCTION
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4.
MOBILE DEVICE
ADOPTION
Almost 60% of adults in the US have a smartphone, according to
the Pew Research Center. Figures continue to grow by two-to-three
percent a year, and I expect growth to continue as more smartphones
and smartphones at lower price points flood the market.
Tablets are now used by 42% of Americans, growing by eight percentage
points in the past year alone. While iPad continues to dominate, new
tablets using the Android operating system are making strong inroads.
Since their introduction just a few years ago, tablets have shown the
fastest consumer adoption rate of any class of devices, ever.
When you look at who owns smartphones, you see patterns other than
the typical wealthy-Caucasian-male-dominated digital adoption pattern
evident in other sectors. While males are slightly more likely to own a
smartphone, and higher income groups do enjoy higher penetration,
the demographics of smartphones are quite egalitarian and multiracial.
THE MULTI-DEVICE
PHENOMENON
It’s no surprise that there are a lot of mobile devices in use
today. A lot. In fact, the average American now uses three
digital devices to connect to the web, with similar rates of
device usage in other developed economies.
SMARTPHONES AND TABLETS ARE
INCREASINGLY POPULAR
Percentage of US adults with a...
Average number of connected devices
SMARTPHONE TABLET
45%
24%
58%
42%
2011 2011
2013 2013
2012 2012
2014 2014
35%
10%
56%
34%
Source: Pew Research Center Internet Surveys, 2014.
3.0
USA
2.7
CANADA
2.6
AUSTRALIA
2.7
UK
FASTEST
DEVICE
ADOPTION
RATE EVER
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THE MULTI-DEVICE
PHENOMENON
(CONT.)
All research indicates that people will be
adding MORE devices in the future. A CISCO/
IBSG study predicted that the number of
connected devices will continue to grow
rapidly throughout the decade.
TOTAL CELL INTERNET USE
EMAIL
INTERNET
APR-09 MAY-10 MAY-11 APR-12 SEP-12 MAY-13
Source: Pew Research Center, 2012
25% 25%
34%
38% 38%
44% 44%
53%
50%
56%
52%
60%
63%
59%
55%
47%
43%
31%
HOW MANY DEVICES DO YOU HAVE?
These figures are corroborated by the amazing growth in
penetration of both smartphones and tablets. If those figures
surprise you, consider how many devices you use to connect.
The worksheet below will help you calculate your personal total.
CELL INTERNET USERS - 57% OF ALL ADULTS
Chances are, you use three or more devices if you are involved in the
digital marketing industry. Accessing the Internet through mobile
devices has grown rapidly according to Pew.
Percentage of people who access each
service type from their phone
______ PCs
______ Connected TVs
______ Mobile Phones
______ Tablets
______ eReaders
______ Connected Gaming Systems
______ Grand Total
Source: Cisco/IBSG, April 2011
6.3B
500M
0.08
6.8B
12.5B
1.84
7.2B
25B
3.47
7.6B
50B
6.58
WORLD POPULATION
CONNECTED DEVICES
CONNECTED DEVICES
PER PERSON
MORE CONNECTED
DEVICES THAN PEOPLE
2003 2010 2015 2020
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CROSS-DEVICE BROWSING BEHAVIORS
THE DIGITAL MIGRATOR
People don’t use one device on one day and
another on the next. Instead, what we see is that
the consumer switches, seamlessly from device
to device throughout a given day.
Increasing evidence suggests that consumers
are barely aware of these shifts from device to
device. The device used to connect matters very
little to them. It is simply a means to an end. This
underscores the need to consider the brand
experience across all devices as a single totality.
The data for Internet usage by device type are quite telling. In May 2014,
comScore reported that mobile browsing minutes were greater than PC
minutes. What’s clear here is that with MORE than 50% of Internet time now
spent on devices other than PCs, we need to rethink PC-only digital marketing.
Most mobile Internet time is spent in apps rather than on mobile
websites, according to comScore. In fact, more than 80% of total mobile
device time is spent in apps. Nielsen agrees. Their May 2014 report
revealed that 86% of total mobile-connected time took place in apps.
Time spent on the Internet, by device, in the US
(Total Minutes per Month, February 2013 - January 2014)
Total Mobile (App Only) Total Mobile (Browser Only) Desktop
Source: comScore 2014
600k
500k
400k
300k
200k
100k
FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN
P
Breakfast Browsing At Work Afternoon Break Evening on Sofa
477
466 589
408
2013
2014
PC Mobile Tablet
98
71
59%41%
Source, comScore 2014
Time spent on digital devices in May
(Billions of Minutes)
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THE PC–ONLY BROWSER
The number of people who browse ONLY on a PC is in fast
and steady decline. The group tends to be older, middle-
income and technology laggard.
THE MOBILE-ONLY BROWSER
A variety of data sources suggest that about a fifth of the
connected population have only mobile access. Again, this
is more fodder for the idea that we need to rethink digital
marketing strategies that only rely on PC access.
Additionally, in 2012, Pew reported that 31% of consumers
use a mobile device as their primary Internet device. That
number rises to 45% for adults in their twenties.
Those numbers have likely grown since the date of that survey.
The rise of mobile browsing has affected both B2C and B2B
companies. For B2C, many of our clients report as much as
50% of their traffic now comes through mobile devices.
For B2B sites, we regularly see days where 35% or more of
total visits come from Mobile – even though the vast majority
of our access comes during North American working hours
from corporate IP addresses.
The reason why these people access the web primarily
through cellphones relates primarily to device access and
convenience.
The size of the cell-mostly Internet population
Based on US adults within each group.
Source: Pew Reasearch Center’s Internet & American Life Project, March 15 - April
3, 2012 Tracking Survey. N=2,254 adults ages 18 and older.
Go online mostly on cell phone
Use Internet on cell phone, but go
online mostly using other device
Use both equally / it depends
Don’t go online using cell phone
31%
60%
9%
n/a
PERCENTAGE OF CELL INTERNET USERS WHO...
Main reasons for going online mostly
using cell phone
Cell phone is more convenient
Cell phone is always with me
Mostly do basic activities online
Don’t have a computer at home
Cell phone is easier to use than a computer
Use phone for work, or to go online while at work
Only have Internet access on phone / No Internet at home
Speed / phone is faster than computer
Someone else is usually using computer
Other
Don’t know / refuse
Summary of reasons
Convenience / availability
Usage
Access
38%
23%
7%
6%
6%
4%
4%
2%
1%
6%
3%
64%
18%
10%
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8.
THE MOBILE SHOPPING
PHENOMENON
In-Store and Showrooming Behavior
Today, the majority of consumers who have smartphones use them while
shopping. A 2013 Usablenet study reported by MarketingProfs showed
that 82% of smartphone owners have used their phones in-store. The
study also showed that a majority of consumers regularly engage in a
number of mobile activities while shopping. According to Shopatron,
about 58% of consumers use their phones to compare prices. 38%
to get product information. 22% to look up product reviews.
These figures are driving many retailers to take major steps to transform
their merchandising environments. Again, all this underscores the
need to take a cross-device view toward consumer communication. For
without one, there is no way to reach and connect with consumers in
important times and environments.
But in-store isn’t the only way that consumer behavior is changing
because of cross-device connectivity.
MCommerce Growth
MCommerce, or the purchasing of goods through a phone,
now makes up more than 15% of total eCommerce, according
to Piper Jaffray and eMarketer.
Companies in many categories are getting more aggressive in
mCommerce. One of the most active industries is CPG, where in-store
coupons, product info, and other app-delivered messages and offers are
becoming increasingly commonplace.
It’s important to note that a great deal of product browsing and buying
is now conducted via tablets. While some consider tablet activity part
of mCommerce and others classify it as part of desktop commerce, the
growth in the amount of purchases made via tablets underscores the
need to think about all devices, not just PCs and smartphones, when
formulating an effective digital marketing strategy.
A few years ago, most people felt that their phones were
primarily for voice and perhaps email. And the email part
primarily for business people. Times have changed. A lot.
58% 580= COMPARE PRICES
38% 380= GET PRODUCT INFO
22% 220= READ PRODUCT REVIEWS
14% 140= FIND OTHER PRODUCT OPTIONS
7% 70= SCAN QR CODES
Percentage of customers
who use their mobile phones to:
Source: Shopatron Retailer eCommerce Study, June 2013
Role of mCommerce growing rapidly
250
200
150
100
50
0
30%
25%
20%
15%
10%
5%
0%
2011 2012 2013 2014E 2015E 2016E 2017E 2018E 2019E 2020E 2021E 2022E
Source: Piper Jaffray and eMarketer, 2013
MCOMMERCE ($B)
% OF TOTAL ECOMMERCE
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CROSS-DEVICE
MARKETING RECEPTIVITY
A growing body of case studies are showing that consumers respond at
far greater levels with cross-device marketing programs instead of single-
device programs. Conversant research showed that response rates are
far higher for both interactions/engagements and conversions. For
interactions, we have seen 3.4 times the response from cross-device.
For conversions the figures are even more compelling, with
5.4 times the conversion rate.
Why? First, we can develop a more precise target audience with a more
complete view of the user. Second, we can message to a user at more
opportune moments. Finally, we can garner richer user insights for optimization.
Conversant data shows cross-device
programs deliver superior performance
3.4x
1x
5.4x
1x
AVERAGE
ENGAGEMENT RATE
AVERAGE
CONVERSION RATE
Cross-Device Single-Device
THE MOBILE SHOPPING
PHENOMENON (CONT.)
Multi-Device Shopping and Buying
There is growing evidence that more and
more consumers are making their purchase
decisions across multiple devices. A 2013
Google and IPSOS study showed that 2/3
of shoppers begin some purchases on one
device – with tasks like information gathering,
price comparison, searching for reviews –
and then buy using another device. The study
showed that the rates varied by category, but
that the behaviors appear to be prevalent in
many industries. Again, more evidence that
cross-device marketing strategy is essential to
effective marketing in 2014.
START SHOPPING ON ONE DEVICE
AND CONTINUE ON ANOTHER
START ON A
SMARTPHONE
61%
CONTINUE ON
A PC/LAPTOP
4%
CONTINUE
ON A TABLET
START ON A
PC/LAPTOP
19%
CONTINUE ON
A SMARTPHONE
5%
CONTINUE
ON A TABLET
START ON
A TABLET
10%
CONTINUE ON
A PC/LAPTOP
65%
25%
11%
67%
Source: Google, 2013
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Many companies have already become active in cross-device marketing.
Others have moved toward mobile marketing, but without developing
programs designed to reach the same user across multiple devices.
Others are still on the fence in regard to anything beyond PC-based
digital marketing. Wherever you are on the continuum I have just
described, I offer the following four suggestions as next steps
to improve your marketing effectiveness:
1
Commit - really commit - to the need for a cross-device
marketing approach. Cross-device isn’t optional. We all need to
stop thinking in terms of device silos and instead place the consumer
at the center of everything we do. Where the consumer is, we need to
be. And these days, where the consumer is spending digital time is across
a broad – and growing - set of devices. True commitment to cross-device
requires personal belief as well as evangelizing for the need across your
organization. It’s not just an advertising commitment. It’s about rethinking
every element of your consumer contact and product availability strategies
– stores and estores, CRM, social, content, etc.
2
Start with a strategy. Billions of Digital dollars get wasted every
year by companies that act before they think. As a result of this
ready-fire-aim tendency, digital is often fad-driven. That needs to
change across the industry, and certainly in our own companies.
Strategize quickly so you can get going, but strategize first so that your
plans reflect both your target behaviors and your business objectives.
3
Get the facts about your target. I’ve given you a bunch of
average stats above. Find out the specifics for your consumers. Find
out about how people behave in your stores. Find out how people
are shopping within and across devices. A little market research
will help you devise the perfect plan. Then keep conducting research and
analyzing in-market data to stay abreast of the latest consumer behaviors.
The pace of change in digital consumer behavior is like nothing we have ever
seen before in marketing. You need to keep up with – no, to stay one step
ahead of – consumer behavior among your target audience.
4
Think about cross-device in terms of three things – data,
delivery and measurement. Cross-device isn’t just about
delivering ads to your audience on multiple screens. First, you
need to ensure that you have cross-device data on each of
your prospects and customers, united into single profiles. With people
spending more than 50% of their connected time on mobile devices, you
can’t simply rely on PC-only third-party data to identify the right people to
target. You need all of their behaviors, united in real-time in a single DMP.
That’s why Conversant spent millions to unite its platforms across devices
– so we can deliver that sort of complete consumer view. Then you need
to work with a partner that can deliver ads to the same user across devices
with a high degree of accuracy. You need to work with a company that has
great cross-device matching credentials, like Conversant. Finally, you need
to measure your programs so that you understand cross-device behaviors
in addition to your basic campaign measurement. Only then can you assess
and optimize your cross-device approach.
Four short tips can’t provide all the answers you need, but they are a
good start to help define the way forward. As you can probably tell, I
have a great passion for keeping the consumer at the center of marketing
strategies – which requires helping marketers master the cross-device
fundamentals as well as its nuances. I welcome your comments on this
paper. Please write me at:
KurtHawks@conversantmedia.com
WHAT TO
DO NOW?
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ABOUT THE AUTHOR
Kurt Hawks serves as General Manager, Mobile Advertising for Conversant, Inc. (NASDAQ: CNVR). In this position, Mr.
Hawks is responsible for development and execution of Conversant’s mobile strategic objectives and oversees all aspects
of its mobile business operations. Prior to Conversant, Mr. Hawks was COO of Greystripe (acquired by Conversant, Inc.), a
venture-backed mobile advertising start-up, where he was instrumental in the launch, growth, and sale of the company to
Conversant. Prior to Greystripe, Mr. Hawks was in Venture Capital where he focused on evaluating investment opportunities
and building early-stage businesses in the areas of mobile, media, software and business services. Mr. Hawks also served
as an Engagement Manager at Monitor Group where he advised clients on various corporate strategy issues including
development of growth strategies, organizational design and new business creation. He is a graduate of Boston College.
ABOUT CONVERSANT, INC.
Conversant, Inc. (Nasdaq: CNVR) is the leader in personalized digital marketing. Conversant helps the world’s biggest
companies grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for
people. We offer a fully integrated personalization platform, personalized media programs and the world’s largest affiliate
marketing network - all fueled by a deep understanding of what motivates people to engage, connect and buy.
For more information, please visit: www.conversantmedia.com.
Copyright 2014 Conversant, Inc. All Rights Reserved.
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