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Mobile Audience Insights Report 
Q2 2014 Spotlight on Retail
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
Research Overview 
Mobile Path to Purchase Trends..............
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
43% 
How Retail Consumers Use Mobile for Research & Purchasi...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
Cross-Device Path-to-Purchase Behavior 
Retail Consumer Rese...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
Consumer Preferences for Researching Retail Products 
How do...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
When & Where Retail Consumers Engage With Mobile Along the P...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
How Retail Consumers Engage with Mobile Ads 
In the last 30 ...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
In-Store Mobile Advertising: How Advertisers Can Increase En...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
Mobile Ad Effectiveness: How Do Retail Ads Affect Drive-to-L...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
Consumer Brand Engagement: Where Retail Shoppers Are Using T...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
Understanding Today’s Consumer: Profiles of Electronics & Fa...
Mobile Audience Insights Report Q2 2014 
Spotlight on Retail 
Q2 2014 Mobile Audience Insights Report 
The Q2 2014 Insight...
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Audience sur Mobile et Retail, 2014

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81% des utilisateurs utilisent désormais leurs terminaux mobiles pour rechercher des produits avant de se rendre en magasin. L’étude note par ailleurs qu’en un an les smartphones ont remplacé les tablettes comme vecteurs privilégiés d’achats retail.
Les deux tiers des acheteurs font leur recherche préalable à la maison.

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Audience sur Mobile et Retail, 2014

  1. 1. Mobile Audience Insights Report Q2 2014 Spotlight on Retail
  2. 2. Mobile Audience Insights Report Q2 2014 Spotlight on Retail Research Overview Mobile Path to Purchase Trends................................................2-5 Mobile Ad Influences on Consumer Behavior.......................6-7 Mobile Ad Effectiveness: LCI™ Analysis......................................8 Retail Consumer Profiles...........................................................9-10 Conclusion.......................................................................................... 11 Source: NinthDecimal, Q2 2014 Shop Now $49.99 $24.99 $14.99 $59.99 110% Our Q2 research report focuses on understanding how mobile is impacting consumers’ path-to-purchase behaviors within the retail industry. Specifically, the report analyzes key trends and important industry insights in consumers’ location and mobile adoption. Our report delves into several key areas of analysis. The first examines how growing mobile usage is reshaping consumer behavior with respect to researching and purchasing items across the retail spectrum. The second assesses how timing, proximity, mobile ads, and in-store engagement affect consumer path-to-purchase decision-making. The third looks at ROI from retail-based mobile ads, using our Location Conversion Index™ and proprietary data to pinpoint key trends. Key Findings • Retail mobile ads drove 51% more store traffic than non-retail mobile ads in 2014 (p. 8). • Smartphones have replaced tablets as the leading mobile device that consumers use to research retail items, with a 110% growth in usage from 2013 (p. 4). • Mobile engagement for retail consumers occurs earlier in the path-to-purchase than in other verticals, with 73% engaging with mobile ads and 81% researching items via mobile before they go on shopping trips as opposed to on-the-go (p. 5 & 6). • While in-store, 61% of consumers would prefer to receive mobile ads with discounts or sales information, but only 49% are actually receiving these ads, indicating an opportunity for advertisers to refine their in-store strategy (p. 7). NinthDecimal.com Source: NinthDecimal, Q2 2014 1 growth in consumers who research retail products via $149.99 $74.99 smartphones from 2013
  3. 3. Mobile Audience Insights Report Q2 2014 Spotlight on Retail 43% How Retail Consumers Use Mobile for Research & Purchasing 37% 40% 24% 33% 12% 25% 9% 19% 13% 16% 9% 14% 11% 10% 7% 7% 6% Electronics Clothing Shoes & Accessories Entertainment Sporting Beauty Goods Household Jewelry Items Research Purchase Children’s Items Source: NinthDecimal, Q2 2014 • Retail consumers use their mobile device to research (37%) and purchase (43%) entertainment-related products more so than any other retail product. • Retail consumers are less inclined to use their mobile to purchase specialty items (beauty, jewelry, children’s items) than generic items (entertainment, electronics, clothing). • For all retail categories except jewelry, consumers are more likely to use their mobile to purchase items than to research them. NinthDecimal.com 2 Source: NinthDecimal, Q2 2014
  4. 4. Mobile Audience Insights Report Q2 2014 Spotlight on Retail Cross-Device Path-to-Purchase Behavior Retail Consumer Research Behavior by Device Retail Consumer Purchase Behavior by Device Source: NinthDecimal, Q2 2014 • Retail consumers who research on their smartphones tend to purchase almost equally across smartphones (23%), tablets (20%) and laptops (21%), whereas consumers who research via laptops and tablets tend to purchase on the same device (46% and 58%, respectively). • While the majority of retail consumers (63%) who research in-store also purchase in-store, 20% rely on mobile devices • Approximately 1/3 of retail consumers who research items on their mobile devices or laptops still prefer purchase these 3 72% research on their smartphone Of that 72% Of that 58% Of that 78% Of that 66% Purchase on smartphone Purchase on tablet Purchase on laptop Purchase in-store 58% research on their tablet 78% research on their laptop 66% research in-store 23% 8% 7% 8% 20% 34% 13% 12% 21% 38% 25% 33% 46% 17% 34% 63% Indicates top purchasing method (smartphones and laptops) to make their final purchases. items directly in-store. NinthDecimal.com Source: NinthDecimal, Q2 2014
  5. 5. Mobile Audience Insights Report Q2 2014 Spotlight on Retail Consumer Preferences for Researching Retail Products How do you prefer to research retail products? 45% 2% 1% 1% 3% 7% 8% 15% 18% Retailer’s Website Shopping Aggregator’s Website Word of Mouth Email Notifications Retailer’s Mobile Site Retailer’s Branded App Shopping Aggregator’s Mobile Site Shopping Aggregator’s App Push Notifications & Alerts Source: NinthDecimal, Q2 2014 Source: NinthDecimal, Q2 2014 What devices do you use to research retail products? 2013 2014 37% Tablet 16% 20% Smartphone 45% Tablet Smartphone • Smartphones have replaced tablets as the leading device for researching retail items, with a 110% growth in usage from 2013, while tablet usage has declined 57%. • While the majority (63%) of consumers prefer to research retail products via traditional online tools (retailer’s/shopping aggregator’s websites), the use of mobile as a research tool is continuing to grow, up 46% from 2013. • Consumers prefer retailers’ own branded resources over shopping aggregators’ resources – they are 3.5x more likely to research items using a retailer’s mobile site than a shopping aggregator’s mobile site. 4 NinthDecimal.com Source: NinthDecimal, Q2 2014
  6. 6. Mobile Audience Insights Report Q2 2014 Spotlight on Retail When & Where Retail Consumers Engage With Mobile Along the Path-to-Purchase What is the average lead time for researching retail products via mobile? Where do consumers engage with mobile to research retail items? 69% 12% Item Price Days $1 - $49 $50 - $99 $100 - $249 $250 - $499 $500 - $999 $1000+ 7% 6% 6% • 81% of retail consumers use their mobile devices to research items before they before they go on a shopping trip (either at home or at work), as opposed to on-the-go (19%). • Retail consumers engage with mobile earlier in the path-to-purchase process than consumers in other verticals, beginning research of items over $1000 as much as 45 days in advance. 5 Before a shopping trip During a shopping trip Source: NinthDecimal, Q2 2014 10 12 19 28 37 45 Source: NinthDecimal, Q2 2014 At Home At Work While Commuting While Shopping In a Store NinthDecimal.com Source: NinthDecimal, Q2 2014
  7. 7. Mobile Audience Insights Report Q2 2014 Spotlight on Retail How Retail Consumers Engage with Mobile Ads In the last 30 days, have you purchased a retail product as a result of seeing a mobile ad? Yes No Source: NinthDecimal, Q2 2014 When are you most likely to engage with a retail mobile ad? 12% What information are you most likely to respond to in a retail-related mobile ad? While on a Shopping Trip Product Reviews NinthDecimal.com Source: NinthDecimal, Q2 2014 6 45% 73% 60% 25% 36% 35% 21% 7% 13% 55% 15% Before You Shop While in a Store Discounts/Sales Giveaways Product Information Directions to the Nearest Store Location Style Tips Offers/Information About Other Products I Might Like • While the majority of retail consumers are most likely to respond to a mobile ad containing discount or sales information, at least 1/3 of consumers also prefer mobile ads with product reviews (36%) and product information (35%). • Retail consumers are 6x as likely to respond to a retail-related mobile ad before they shop as opposed to when they are in a store. Source: NinthDecimal, Q2 2014 Source: NinthDecimal, Q2 2014
  8. 8. Mobile Audience Insights Report Q2 2014 Spotlight on Retail In-Store Mobile Advertising: How Advertisers Can Increase Engagement Advice-driven mobile ads Discount-driven mobile ads 49% 61% A Coupon for a Discount on Items in that Store 28% 42% Notification of What Items are on Sale 17% 13% 20% 25% 8% 7% 9% 20% Store Reviews Product Reviews Style Tips Comparison Pricing from Competing Retailer 12% 10% Product Recommendations Based on Past Purchases Retailer-initiated Mobile Engagement Consumers’ Preferred Mobile Engagement Source: NinthDecimal, Q2 2014 • Retail consumers are 37% more likely to respond to discount-driven mobile ads than advice-driven mobile ads while in-store. • 61% of retail consumers want to receive mobile ads with discounts while in-store, but only 49% are actually receiving them, indicating a huge opportunity for mobile advertisers to refine their mobile ad strategy. • Similarly, 42% of consumers want in-store ads telling them which items are on sale, while only 28% actually receive them. NinthDecimal.com 7 Source: NinthDecimal, Q2 2014
  9. 9. Mobile Audience Insights Report Q2 2014 Spotlight on Retail Mobile Ad Effectiveness: How Do Retail Ads Affect Drive-to-Location? 160 140 120 100 80 60 40 20 Lift in store visits for non-retail mobile ads 106 128 21% 28% 51% 100 100 Audience Matched Control LCI™ Exposed Audience LCI™ General Population LCI™ Lift in store visits for 2014 retail mobile ads 117 Audience Matched Control LCI™ 193 Exposed Audience LCI™ Lift in store visits General Population LCI™ 200 180 160 140 120 100 80 60 40 20 Increase from control group 65% Increase from control group Increase from general pop. 93% Increase from general pop. Source: NinthDecimal, Q2 2014 Source: NinthDecimal, Q2 2014 • Retail mobile ads drove a 51% greater lift in store visits than all other 2014 mobile ads. • Consumers exposed to retail mobile ads visited stores 65% more than the control group of consumers who didn’t see the ads. 8 NinthDecimal.com Source: NinthDecimal, Q2 2014
  10. 10. Mobile Audience Insights Report Q2 2014 Spotlight on Retail Consumer Brand Engagement: Where Retail Shoppers Are Using Their Mobile Device Where do retail consumers engage with their mobile device the most? Non-retail venues: Retail venues: 33% 31% 5% 3% 8% 7% 9% 10% 13% 18% 17% 26% 20% Big Box Retailer Gyms Colleges & Universities Clothing Electronics Restaurants & Cafés Entertainment Venues Auto Banks/Credit Unions Beauty Salons Sporting Goods Hotels/Hospitality Other Source: NinthDecimal, Q2 2014 Source: NinthDecimal, Q2 2014 • The top retail venues where consumers connect with their mobile devices are clothing stores (33%), big box retailers, (26%) and electronics stores (18%). • Approximately 1/3 of retail consumers engage with their mobile devices while in restaurants & cafés (31%), followed by gyms (20%), and colleges & universities (17%). NinthDecimal.com 9 Source: NinthDecimal, Q2 2014
  11. 11. Mobile Audience Insights Report Q2 2014 Spotlight on Retail Understanding Today’s Consumer: Profiles of Electronics & Fashion Shoppers Electronics Consumer Profile Demographics: Demographics: Fashion Consumer Profile Average HHI: Average HHI: $50-$75K $75-$100K 61% 39% 31% 69% Average Age: Average Age: Male Male Female 25-34 Female 35-44 Top venues where they use their mobile device: Top venues where they use their mobile device: Electronics consumers are also: Fashion consumers are also: 42% 45% 31% 32% 28% 27% 21% 25% 19% 18% 18% Business Parents Travelers 14% Students Auto Health Enthusiasts Fine-Dining Enthusiasts Leisure Travelers Sports Enthusiasts Entertainment Enthusiasts Intender Source: NinthDecimal, Q2 2014 Source: NinthDecimal, Q2 2014 Green Consumers Casual Diners Do-It- Yourselfers NinthDecimal.com 10 Source: NinthDecimal, Q2 2014
  12. 12. Mobile Audience Insights Report Q2 2014 Spotlight on Retail Q2 2014 Mobile Audience Insights Report The Q2 2014 Insights Report highlights recent mobile market audience usage trends for advertisers to apply to their mobile strategies and campaigns. This quarter focused on the retail industry. NinthDecimal is the leading mobile audience intelligence platform building the most comprehensive understanding of people by connecting their digital and physical lives. Our audience data is built on 1 trillion data points from over 1 billion devices, allowing us to create hundreds of customized audience segments with the scale to drive meaningful business results. NinthDecimal’s precision, scale, and advanced data science allow us to build the most accurate understanding of audiences, providing clients with actionable intelligence and massive campaign reach. Our core capabilities differentiate us from any other player in the industry: • Precise audience intelligence – We build audiences with location as the foundation, and manage this data with the most accurate and precise approach in the industry. • Audience scale – With 1 billion profiled devices and 1 trillion data points from these devices, we provide relevant, recent data to create marketable moments to drive campaign success. • Top-tier measurement and performance capabilities – We are the only company able to measure incremental lift in foot traffic per campaign. Our audience precision delivers a 4x lift in campaign performance over other mobile targeting approaches. • One audience and one integrated solution – Unlike with other mobile platforms, we help marketers reach the same audience across display, video, online, and programmatic media channels. Methodology NinthDecimal’s Mobile Audience Insights Report research is based on data compiled from a survey of 1,511 randomly selected mobile users, as well as the billions of data points from NinthDecimal’s proprietary mobile audience intelligence platform. Location Conversion Index™ measures ROI by finding the normal visit rate for the general population, then comparing it against audiences both exposed and not exposed to mobile campaigns in order to measure incremental store visits. The survey data was collected from May - June 2014 while the platform data was analyzed throughout Q2 2014. The Mobile Ad Effectiveness Benchmark results were from 1H 2014. 11 NinthDecimal.com Source: NinthDecimal, Q2 2014

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