summary http://attrip.jp/82277

1. Mobile
Shopper
Research
2012 12

2. 67%
1 33%
2
,
3
4
5
/
6
1/3
7

3. One One One One
to to to to
One Many One One
Anytime Anytime
Anywhere

4. PRINT TELEVISION
¥
INTERNET
FRIENDS & BRICK & MORTAR
FAMILY STORES

6. (Zero Moment Of Truth)
Stimulus First Second
Moment Moment
of Truth of Truth
PR
ZMOT www.zeromomentoftruth.com
6

7. Who?
When?
What?
How?
Why?
Why Not?

8. Shopper Sciences
2012 7 9 3
3
< > < U&A ( ) > < >

9. “ ” 33%
33% 67%
•
•
•
•
Q1a PC
n=1,033)

10. 79%
13
25% 24% 20% 7% 7% 21%
79%
Q22a 1 13
n=316

11. 66% 69% 59% 67% 68%
73% 83% 87%
34% 31% 41% 33% 32%
27% 17% 13%
20s 30s 40s 50s 20s 30s 40s 50s
Q1a PC
n=1,033

12. 89% 79%
79% 52%
61% 46%
61% 50%
61% 41%
53% 34%
25% 13%
25% 12%
Q1a PC
n=1,033

13. WEB
SNS
TWITTER
Q15a
n=1,033

14. 50%
40%
30%
20%
10%
Q5a
n=316

15. DETAILED
PRODUCT
38% INFO
20%
20% ¥
10%
Q17b
n=690 15

16. 68% 61% 59% 57% 56% 53% 50%
40%
CD/DVD
64%
49% 45% 41% 37% 35% 34% 29%
CD/DVD
SQ4a PC
n=316

17. 56%
46% 44% 40% 38% 35% 34% 28%
CD/DVD
30% 26% 23% 23% 22% 16% 13% 13%
CD/DVD
SQ5a 1 PC
n=316

18. 58% 57% 55% 43% 38% 32% 25%
45%
41%
35%
29%
26%
23% 17%
19% 19% 13%
10% 10%
4% 7%
CD/DVD
QS4a PC
n=316
SQ5a 1 PC

19. 64% 69% 69% 71% 72% 75% 78%
36%
31% 31% 29% 28% 25%
22%
CD/DVD
Q25a ( SA
Q26a ( SA
n=316

20. 1/3
?
36% 33%
43%!
28%!
27%!
20%
24%!
33% 15% 21%!
31%
Q18b PC n= 300
Q19b Q18b n=229
Q20b Q18b n=229

21. 57%
43% 42% 41% 38% 34% 34% 32%
70%
57% 50% 47% 44% 40%
32% 27%
QS4a PC
n=316

22. 25% 25% 23% 23% 17% 16% 12% 11%
38% 34% 28% 23% 21% 20%
11% 8%
SQ5a 1 PC
n=316
1

23. Q1b
n= 300 23

24. Q3b
= 300

25. 1/3
49%
42%
33%
Q2b
n= 300 25
Q4b < n= 300

26. 34% 36% 28%
38% 36% 22%
24% 22% 16%
40% 39% 31%
52% 42% 38%
53% 48% 27%
61% 57% 23%
TOP 3
Q3b
n= 300

27. / / / (POSEM)
11 60
QR
1
Google+ SNS
‘ ’
‘ ’
E
E
I

28. 16.2
13.3
7.3
Q2b
n= 300 28

29. ZMOT
E
E 30%
E E 30%
29%
26%
24%
23%
21% PR
20%
20%
19%
58%
54%
53%
50%
49%
41%
39%
38% ZMOT
34%
32%
54%
38% ¥
33%
22%
15%
8% FMOT
Q2b
n= 900 29

30. ZMOT
FMOT
74% 98% 51%
¥
72% 92% 59%
¥
39% 76% 81%
¥
ZMOT FMOT
Q2b
n= 900 30

31. 31

32. (Net Influence)
10
1= 10 =
8 10 1 3
Net Influence
• • •
• • •

34. 3
1 / (
2
3
4

35. (+/-) 3
-8% 33% 67% 25%
-15% 35% 81% 20%
-20% 34% 80% 14%
-5% 19% 49% 14%
-6% 19% 54% 13%
-6% 11% 42% 5%
-6% 8% 38% 2%
-3% 4% 23% 1%
-2% 3% 15% 1%
-1% 1% 7% 0%
-3% 2% 17% -1%
Q2b
n= 300 35
Q5b

36. (+/-)
-20% 48% 94% 28%
-22% 43% 85% 21%
-6% 24% 60% 18%
-5% 23% 61% 18%
-8% 19% 51% 11%
-8% 14% 47% 6%
-9% 12% 50% 3%
-4% 6% 30% 2%
-1% 3% 9% 2%
-3% 4% 24% 1%
-4% 3% 20% -1%
Q2b
n= 300 36
Q5b

37. (+/-)
-4% 34% 58% 30%
-14% 35% 85% 21%
-20% 36% 83% 16%
-6% 21% 52% 15%
-5% 14% 42% 9%
-5% 13% 46% 8%
-2% 4% 14% 2%
-7% 8% 45% 1%
-1% 1% 7% 0%
-3% 2% 23% -1%
-4% 2% 18% -2%
Q2b
n= 300 37
Q5b

38. (+/-)
-13% 48% 81% 35%
-5% 20% 51% 15%
-11% 19% 52% 8%
-3% 10% 27% 7%
-17% 23% 57% 6%
-4% 5% 25% 1%
-1% 2% 10% 1%
-2% 3% 4% 1%
12% 1%
3% 0%
-1% 0% 13% -1%
Q2b
n= 300 38
Q5b

39. Comparison shopped using my mobile phone 44%
Called someone to get their opinion 24% 21%
14%
Used phone to check for availability or additional options 24%
Used phone to retrieve and use a stored offer or coupon 22%
Sent a picture of product to friends/family for feedback 21% AVG ALL AVG MOBILE
SOURCES SOURCES
Comparison shopped using my mobile phone 33%
Used phone to retrieve and use a stored offer or 24% 16% 16%
Took a picture of the product to share / review 22%
Used phone to check for availability or additional 19%
Used a mobile phone to read / find product 18% AVG ALL AVG MOBILE
SOURCES SOURCES
Used phone to retrieve and use a stored offer or 37% 25%
Called someone to get their opinion for an item you 30%
Used a mobile phone to read / find product reviews 22% 6%
Sent a picture of the product to friends / family for 21%
Comparison shopped using my mobile phone 18% AVG ALL AVG MOBILE
SOURCES SOURCES
Q5b 10 1 10
n= 300 39

40. 44% 25% 24% 54% 33%
Q28a
n=1,033)

41. Winning
over
mobile
shoppers
What are
your plans?

42. Shopper Sciences
•
•
•
•
•
•
42

43. 1.
• 4 ×6
• 2012 7 29 31
2. U&A ( )
• 3,765 1,000
• 20 59 1
• 2012 8 14 15
• (n=316)
– = (53%), (47%)
– = 20-29 (37%), 30-39 (35%), 40-49 (21%), 50-59 (7%)
3. (Neural Shopper Online Survey)
• 900 n= 300
•
90 30 14
•
•
– = (65%), (35%)
– = 18-24 (4%), 25-34 (24%), 35-44 (36%), 45-54 (26%), 55 + (10%)
• 2012 9 17 18
43

44. : 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.
107-0062
1-1-1
12F
03-3746-8084
tokyo@shoppersciences.com
http://www.mccannwg.co.jp/
44

45. ©"Copyright"2012"Google."All"rights"reserved."Google"and"the"Google"logo"are"registered"trademarks"of"Google"Inc.