eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile to the Mix

9. © 2016 eMarketer Inc. What’s changing? “Mobile, combined with the ability to leverage location for a more relevant and tailored experience, has changed consumer expectations when it comes to purchases. The personal and on-the-go nature of mobile, the convergence of online and offline, and the increased expectations for consumers to have what they want delivered to them immediately has fundamentally disrupted the path to purchase.” —Sarah Ohle, senior director, global research, xAd

10. © 2016 eMarketer Inc. 39.1% 17.0% 0% 25% 50% 2016 2017 2018 2019 The double-digit growth in retail mcommerce is a byproduct of there being more mobile shoppers and consumers growing more comfortable with shopping on the go. Retail mcommerce sales will experience rapid, double-digit growth Three key factors are making it easier for consumers to buy products on mobile devices: 1. Large-screen smartphones 2. Android Pay and Apple Pay 3. Better optimizationUS Retail Mcommerce Sales (YOY growth %) US Retail Mcommerce Sales (billions) $123.13 $208.58 2016 2017 2018 2019

11. © 2016 eMarketer Inc. 84.0% 86.0% 44.5% 46.2% 35.5% 35.3% 19.0% 27.0% 0% 100% 2016 2017 2018 Eight out of 10 US smartphone users shop on their phone, but less than half buy something Shoppers Buyers App buyers Proximity mobile payment users Less than one half of US smartphone users will buy products or apps through their phone. Roughly a quarter will use their phone to pay for a product or service in a store (a proximity mobile payment). Activities Conducted by US Smartphone Users (% of smartphone users)

12. © 2016 eMarketer Inc. 90.5% 91.4% 70.0% 71.0% 43.6% 43.3% 0% 50% 100% 2016 2017 2018 Shopping and buying are the most popular activities among US tablet users More than two-thirds of all US tablet users will regularly make a retail purchase on their device. Almost half of US tablet users will buy apps for their device. Activities Conducted by US Tablet Users Ages 14+ (% of tablet users ) Tablet shoppers Tablet buyers Tablet app buyers Nearly all US tablet users shop with those devices.

13. © 2016 eMarketer Inc. Mobile matters even if it’s not the last touchpoint “Mobile may not be the finisher of a sale, but it’s an assist. It’s in the middle of that cycle, and you need to be there.” —Jeff Campbell, Co- Founder and Managing Director, Resolution Media “We've seen a large number of customers who research products on the phone, in the app and on the site, but they ultimately visit the store to complete the transaction.” —Kartik Subramanian, Director, Product Management and Mobile Commerce, Walgreens

19. © 2016 eMarketer Inc. Retail brand names influence research 40% of shoppers who bought a computer at Wal-Mart had searched Amazon within 24 hours Nearly 80% of keyword searches also included a retailer’s name "Consumers definitely don’t just think about the product in a vacuum; they almost always think about the product in the context of the retailers where they are most likely to go to and buy this product.” —Becky Wu, Senior Executive Vice President, Research, Luth Research

26. © 2016 eMarketer Inc. A higher number of multidevice users purchased with a tablet when it was part of the equation Purchase completed on: % who used multiple devices in path to purchase (Criteo, Q4 2015) 35% 43% 37%

30. © 2016 eMarketer Inc. At-home research is affecting foot traffic “They’re spending less time in the store because they already know what they want and they’ve done the research, and they’ve been retargeted to really drive it home.” —Jeff Campbell, Co-Founder and Managing Director, Resolution Media

31. © 2016 eMarketer Inc. “Instead of mobile being a small part of the journey where people would enter the facility and then make a decision, the decision would be made on the mobile device before they enter.” —Melissa Burdon, Director, Marketing Optimization, Extra Space Storage Image source: Extra Space Storage Sales increased 23% after providing more mobile info

38. © 2016 eMarketer Inc. 61% of US internet users start shopping on one device but continue or finish on another (Source: Google/Ipsos Connect, March 2016) Younger shoppers are more inclined to use multiple devices 84% of millennials do this (Source: Google/Ipsos Connect, March 2016)

42. © 2016 eMarketer Inc. Meeting expectations in-store … Image source: Sephora Image source: Warby Parker Reading reviews is the leading reason (79%) why US female beauty buyers use mobile in-store (Facebook IQ, Feb. 2016)

43. © 2016 eMarketer Inc. … and at-home or anywhere Image source: Sephora 57% of omnichannel beauty shoppers say that in the future they will start or buy more beauty products on their smartphone (GfK, Sept. 2015)

44. © 2016 eMarketer Inc. Augmented reality: Jerome’s Image source: Jerome’s  Users are 35% more likely than other site visitors to call the company, get directions to a store or fill out a finance application.  65% are more likely to buy.

50. © 2016 eMarketer Inc. Personalization “We look at technologies and solutions, whether it be consumer-facing or employee- based, that will remove points of friction from the path to purchase. It could be as simple as using a geofence to identify when a customer walks into a store and showing them information like their point balance and store-specific promotions, which would be useful to know before they purchase certain products.” —Kartik Subramanian, Walgreens

53. © 2016 eMarketer Inc. Technology is improving but still a challenge “Even with just online, being able to connect the dots across different devices and publishers is already hard enough. And to be able to tie offline transactions to offline sales is even harder, because a lot of the time, advertisers just don’t have the right technologies and tools in order to do so.” —Anh Bui, Product Marketing Manager, Facebook

54. © 2016 eMarketer Inc. Recap 1. Mobile has changed consumer expectations when it comes to purchases. 2. Consumers are better informed than ever, and time between research and purchase is shrinking. 3. Multidevice usage is common, and smartphones are no longer on-the-go devices. 4. Age plays a large role in mobile consumer behavior. 5. Understanding the customer journey is still a challenge for marketers.

55. © 2016 eMarketer Inc. IBM Marketing Cloud helps you use customer behavior to deliver custom experiences and messages across the entire buyer journey. So you can reach the right people, with the right content, at the right time. Visit ibmmarketingcloud.com

56. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Krista Garcia The Changing Path to Purchase: What it Means to Add Mobile to the Mix  Digital Shopper Marketing Trends in the US: Getting Personal in the Aisles  The Changing Path to Purchase: What It Means to Add Mobile to the Mix  Cross-Border Ecommerce 2016: A Country-by-Country Look at Consumer Behavior and Trends

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