The document discusses research on mobile shopping behaviors and attitudes. It finds that smartphone users check their phones around 150 times per day. Mobile devices have become a mainstay in everyday life and a key part of the consumer purchase process. Effective mobile research requires making mobile devices a focus, not just a data collection tool. Today's path to purchase is more complex as consumers use multiple devices. The document advocates combining self-reported survey data with passive behavioral data captured from mobile phones to gain a more comprehensive understanding of consumer behavior.

1. The Mobile Effect
Measuring New Shopping Behaviors & Attitudes
Ryan Rothe
Director, Client Development
Research Now Mobile

2. 2
Life of eRiN
Will have a self-contained video play when starting out the presentation.
http://vimeo.com/68550353

3. 3
Smartphone Users Reach to Phone ~150x a Day
# of Times Typical User Checks Phone per Day
Other includes voicemail, charging, and miscellaneous activities. Source: TomiAhonen Almanac 2013.

4. 4
Smartphones = Extraordinary Attributes –
Connected + Excited + Curious/Interested + Productive
Source: IDC. 3/13. Facebook-sponsored research asked smartphone owners how an array of social and
communication activities on their phones made them feel. Most owners use ~7.4 social and communications
apps on their phones. Responses are indexed above.
USA Smartphone User Relative Sentiment Index (10 = Strongest, 0=Weakest), 3/13
When Asked How Social and Communication Activities on Smartphones Made You Feel

5. 5
The Reality is: Mobile is a Mainstay of Our
Everyday Lives
Which makes it a key path-to-purchase ‘touchpoint’
Source: www.eMarketer.com

6. 6
Make Mobile Devices a Focus of Research
Not just a data collection tool
Source: Pew Research Center; National Center for Heath Statistics, National
Health Interview Survey

7. 7
Today’s Path to Purchase Is More Complex
Than Ever…
How do you capture better insights?
Awareness
Interest
Desire Action

8. 8
The New Multi-Screen World
Understanding Cross-Platform Consumer Behavior
Source: Google/Ipsos/Sterling, 2012.

9. 9
Total Respondents = 5826
Survey fielding
Nov 19-21, 2012
Behavioral tracking
Nov 19-30, 2012
Sample Behavioral: 1150Sample Size: 5826 Sample Size: 5826 Store visits: 800
Web-based Surveys Web-behavioral Data
Mobile Survey &
Behavioral Data GPS Data
A single-source methodology
The study: holiday shopping

10. 10
Multi Channel Shopping
Intent

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3389 3316
3789
4969
5404
3885
4593
5757
3221 3098 2930 2710
0
7000
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
242 247 256
136
207
167
144 153 144
202
254 245
0
300
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
Total#ofVisits
Store Visits GPS
Sample = 800
376
281 279
456
701
745
921
543 547
475
204 223
0
1000
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
Total#ofVisits
Mobile Websites
Sample = 1150
PC Websites
Sample = 5398
Total#ofVisits
Traffic

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Mobile isn’t the entire answer, but proving to
be a revolutionary methodology
1
2 3

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Self-reported and Behavioral Data
&

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What Can Be Captured
2 Primary Mobile Platforms
7 Types of Data Collected Passively
• Location: GPS
• Apps: usage (foreground time)
• Phone calls: incoming, outgoing, missed, duration
• Text/SMS Messages: sent, received
• Email: sent, received
• Web: URL/websites visited, bookmarks
• Camera: usage

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What We Can Do With…
Location Data (GPS) Considerations
• Filter behavioral data by
location
• Derive location type
(e.g. home, work)
• Target and push surveys
• Advanced analytics
• Not everyone is trackable
• GPS accuracy: Satellite
vs. Network
• Frequency of
communication

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What We Can Do With…
App Data Considerations
• Target based on apps
installed
• Measure “stickiness”
• Slice and dice
• Capture foreground &
background usage
• Passive or “active” usage
• Raw data allergies

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What We Can Do With…
Web/URL Data Considerations
• Track websites/URLs
visited
• Aggregate – top sites by
category, user
• Compare website usage
vs. app usage
• What is captured, what is
delivered, and what may
be lost
• Time measurement

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What We Can Do With…
Text/SMS, Email, Phone,
Camera, Music
Considerations
• Track ingoing and
outgoing communications
• Log camera usage
• Capture specific details of
music played
• Music listening varies by
platform
• Boolean capture
• When content is
important, ask

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SATQ4bUSA
At
which
.me
of
the
day
would
you
prefer
e-­‐Rewards
to
send
surveys
similar
to
this?
What This Means for Research
Behavioral data stands alone…
or hand in hand with other data points
On its own/
Aggregated
• Key indicators and
measures
• Trend spotting
Sliced and
diced
• Place and time
• Demographics
• Attitudes and
behaviors
Combined with
survey data
• Stated vs. actual
• Trust but verify
• Understand the
“why”

20. Mobile Shoppers:
In-store Smartphone
Use In Context

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Study Overview
Methodology
• Pre and post shopping surveys were
pushed to respondents based on
location
• With geo-validation, panelists
were invited to take surveys
while within the “fence”
• Behavioral data was collected along
with the surveys
• Focus was on the Grocery channel,
but also collected Mass, Club, Drug
• Study was fielded March through
May 2013

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Study Overview
Why combine survey and behavioral data?
• Synthesize data from both sources
• Stated vs. Actual Behaviors
• Trust but Verify
• Understand the in-store shopping
experience and gain a better idea of
what shoppers are actually doing on
their phones while in store
• Does behavior vary by trip type,
category, etc.?

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51% Used their phones while in store
What did they do?
CASE
STUDY
36%
21%
10%
19%
15%
15%
19%
13%
22%
15%
Send or receive a text message
Make or receive a phone call
Use Facebook
Send or receive an email
Use the internet
Behavioral
Survey
Which of the following did you do in the store today?

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Reasons for using the internet varied
1 in 3 internet users compared prices online
CASE
STUDY
32%
23%
26%
15%
36%
For what reasons did you use the internet on your phone while in the store today?

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Phone and Text Usage
Shoppers commonly called and texted regarding
purchases
43%
57%
Did you TALK with someone on the
phone to discuss a purchase you
made or were thinking of making?
32%
68%
Did you TEXT with someone about a
purchase you made or were thinking of
making?

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Shopper Profile
Greg Grocery
Fred
Meyer –
April 18,
2013
Male, 53,
Divorced
Game,
Facebook
$14
Special
Trip,
Under 15
minutes

27. 27
Shopper Profile
Suzy Shopper
Stop &
Shop –
March
28, 2013
Female,
38,
Married
Coupon
Phone,
Email,
Retailer
App
$96
Stock Up,
46-60
Minutes

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Takeaways
Research
• People act like people when in grocery stores. They are on
Facebook. They play games. While they wield smartphones, they
don’t typically use them like retailers might want them to.
• Human element impacts purchase decision: old school
communication – phone – and new school – text - impact the
purchase decision. Apps and web, to a lesser degree.
• Shopping apps are still nascent and retailer apps especially are
underutilized. Opportunity to engage but need to break the usual
stride. People are not accustomed to using their phones in these
newfangled ways – at least in grocery.

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Takeaways
Methodology
• Geo, survey and behavioral all complement and stand stronger
together than on their own
• Again, trust but verify
• Here we limited to one shopper, one trip. Can make longitudinal.
• Aggregate and break out
• Competitor analysis

30. 30
CASE
STUDY

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Questionnaire Design
New methodology, new considerations
§ Survey Length
§ Short vs. Long
§ Great medium for daily diaries
§ Hybrid collections

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Online vs. Offline
Connectivity availability
§ Cellphone reception
§ App-based or
mobile-optimized survey
§ Planning for
conjoint/maxdiff elements

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Rich Media
Added depth and texture
§ Keep use of audio, photos, or
video capture to <5 per survey
§ Magnitude of collection
§ Be careful what you ask for…
§ Power of hearing the voice of
the customer
BeforeAfter

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Respondent Recruitment
Research objective vs. respondent engagement
§ In-the-moment vs. pre-recruitment
§ Recruiting for missions
§ Geo-based surveys – physical
address vs. lat/long (think mall)
§ Billboards, C-Stores, Retail

35. 35

36. Ryan Rothe
Director, Client Development
rrothe@researchnow.com
Thank you!