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Mobile Path to Purchase Five Key Findings November 2013 Google Confidential and Proprietary 11

Mobile Path to Purchase

Five Key Findings

November 2013

Mobile Path to Purchase Five Key Findings November 2013 Google Confidential and Proprietary 11
Mobile Path to Purchase Five Key Findings November 2013 Google Confidential and Proprietary 11

Background & Methodology

Background

A custom Nielsen study, commissioned by Google was conducted to understand the role of mobile in consumers’ path to purchase.

The study explored consumer research and purchase behaviors in 9 di erent verticals:

Restaurants, Food & Cooking, Finance, Travel, Home & Garden, Apparel & Beauty, Automotive, Electronics, Health & Nutrition.

Beauty, Automotive, Electronics, Health & Nutrition. Nielsen Holdings N.V. (NYSE: NLSN) is a global information

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.

Methodology

950 people participated in this study and responded to a survey based on their mobile related research within a purchase category.

In addition, actual mobile usage was observed by analyzing 14 days of panelists’ mobile metered data.

Respondents met the following criteria for inclusion in this research:

met the following criteria for inclusion in this research: Age 18+ Smartphone user Made a purchase
met the following criteria for inclusion in this research: Age 18+ Smartphone user Made a purchase

Age 18+ Smartphone user

Made a purchase in at least one of the verticals in the last 30 days

Executive Summary

Executive Summary 1. Consumers spend time researching on mobile Consumers spend 15+ hours per week researching

1. Consumers spend time researching on mobile

Consumers spend 15+ hours per week researching on their smartphone and on average visit mobile websites 6 times.

smartphone and on average visit mobile websites 6 times. 2. Mobile research starts with search More

2. Mobile research starts with search

More smartphone users start researching about products or services on a search engine vs. a branded mobile site or app.

on a search engine vs. a branded mobile site or app. 3. Location proximity matters to

3. Location proximity matters to mobile consumers

69% of consumers expect businesses to be within 5 miles or less of their location.

businesses to be within 5 miles or less of their location. 4. Purchase immediacy is key

4. Purchase immediacy is key

Over half of consumers want to make a purchase within an hour of conducting research on their smartphone.

within an hour of conducting research on their smartphone. 5. Mobile in fl uences purchases across

5. Mobile in uences purchases across channels

93% of people who use mobile to research go on to complete a purchase of a product or service. Most purchases happen in physical stores.

1. Consumers spend time researching on mobile Google/Nielsen Mobile Path to Purchase custom study, Nov

1. Consumers spend time researching on mobile

Consumers research on mobile websites throughout the purchase process

59% visited a Business’s Website Mobile users who make a purchase visit mobile websites 6
59%
visited a
Business’s Website
Mobile users who
make a purchase
visit mobile websites
6
times on
average
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category. Google Confidential
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category.
Google Confidential and Proprietary
CQ8: For each of the categories you considered purchasing in the past 30 days,
did you do any of the following on your Smartphone?

55

Consumers spend more than 15 hours per week on mobile research

Mobile

Web Time

1:36

1:22

0:48 0:54 0:51 1:09 7.3 0:38 hours per week
0:48 0:54
0:51 1:09
7.3
0:38
hours per
week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

1:08 1:03 1:08 1:14 1:25

Sunday 1 : 0 8 1:03 1 : 0 8 1 : 1 4 1:25 1:03
Sunday 1 : 0 8 1:03 1 : 0 8 1 : 1 4 1:25 1:03

1:03

1:01

Mobile App Time 8 hours per week
Mobile
App Time
8
hours per
week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

2. Mobile research starts with search Google/Nielsen Mobile Path to Purchase custom study, Nov 2013

2. Mobile research starts with search

Majority of mobile consumers use search in the shopping process

of mobile consumers use search in the shopping process 74 % searched on mobile using a

74%

searched on mobile using a Search Engine

38%
38%

Automotive

41%
41%

Health & Nutrition

42% Home & Garden
42%
Home & Garden
Automotive 41% Health & Nutrition 42% Home & Garden Google/Nielsen Mobile Path to Purchase custom study,
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013 Google Confidential and Proprietary CQ8: For
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013
Google Confidential and Proprietary
CQ8: For each of the categories you considered purchasing in the past 30 days,
did you do any of the following on your Smartphone?

88

Search is the most common starting point for mobile research

Search is the most common starting point for mobile research 48 % Start on Search Engines

48%

Start on Search Engines

42%

41%

38%

mobile research 48 % Start on Search Engines 42 % 41 % 38 % Automotive Home

Automotive

Home &

Apparel &

Garden

Beauty

Home & Apparel & Garden Beauty 33 % Start on Branded Websites 31 % 31 %

33%

Start on Branded Websites

31%

31%

27%

Beauty 33 % Start on Branded Websites 31 % 31 % 27 % Finance Apparel &

Finance

Apparel &

Beauty

Automotive

31 % 31 % 27 % Finance Apparel & Beauty Automotive 26 % Start on Branded

26%

Start on Branded Apps

36%

22%

21%

Beauty Automotive 26 % Start on Branded Apps 36 % 22 % 21 % Finance Electronics

Finance

Electronics

Apparel &

Beauty

Google/Nielsen Mobile Path to Purchase custom study, Nov 2013 Google Confidential and Proprietary CQ14a: Thinking
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013
Google Confidential and Proprietary
CQ14a: Thinking back to the last time you researched information about <CATEGORY>>
on your Smartphone, on which type of website/app did you begin your search?

99

3. Location proximity matters to mobile consumers Google/Nielsen Mobile Path to Purchase custom study, Nov

3. Location proximity matters to mobile consumers

Close proximity to a business is key to conversions

Close proximity to a business is key to conversions 69 % of consumers expect businesses to
Close proximity to a business is key to conversions 69 % of consumers expect businesses to

69%

of consumers expect businesses to be within 5 miles of their location

10%
10%

expect businesses to be within 1 mile or less

Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category. Google Confidential
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category.
Google Confidential and Proprietary
CQ18: And when looking up information for categories purchases on your Smartphone,
which of the following do you expect regarding the location of the business?

1111

Consumers commonly look for a store’s location on mobile

Consumers commonly look for a store’s location on mobile 71 % used a Store Locator to
Consumers commonly look for a store’s location on mobile 71 % used a Store Locator to

71%

used a Store Locator to nd a store

61%
61%

Restaurants

38%
38%

Electronics

31%
31%

Apparel & Beauty

Google/Nielsen Mobile Path to Purchase custom study, Nov 2013 Google Confidential and Proprietary CQ8: For
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013
Google Confidential and Proprietary
CQ8: For each of the categories you considered purchasing in the past 30 days,
did you do any of the following on your Smartphone?

1212

4. Purchase immediacy is key Google/Nielsen Mobile Path to Purchase custom study, Nov 2013 Google

4. Purchase immediacy is key

More than half of mobile consumers want to purchase within an hour

55% within the hour

Of consumers using mobile to

research, want to purchase

hour Of consumers using mobile to research, want to purchase 83% Want to purchase within a
83% Want to purchase within a day
83%
Want to purchase
within a day
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category. Google Confidential
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category.
Google Confidential and Proprietary
CQ17: Usually how quickly after you begin engaging with your Smartphone are you
looking to make a(n) categories purchase?

1414

5. Mobile in fl uences purchases across channels Google/Nielsen Mobile Path to Purchase custom study,

5. Mobile inuences purchases across channels

Mobile research inuences purchase decisions

93% of people who used mobile to research go on to make a purchase
93%
of people who
used mobile to
research go on to
make a purchase
who used mobile to research go on to make a purchase Restaurants 70 % considered making

Restaurants

70%

considered making a purchase

54%

actually made a purchase

considered making a purchase 54 % actually made a purchase Apparel & Beauty Electronics 63 %

Apparel &

Beauty

purchase 54 % actually made a purchase Apparel & Beauty Electronics 63 % considered making a

Electronics

63%

considered making a purchase

40%

actually made a purchase

61%

considered making a purchase

36%

actually made a purchase

Google/Nielsen Mobile Path to Purchase custom study, Nov 2013 Google Confidential and Proprietary CQ7: Have
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013
Google Confidential and Proprietary
CQ7: Have you actively considered making a purchase in any of the following categories in the past 30 days?
CQ9: And did you actually make a purchase in any of the following categories in the past 30 days?

1616

Consumers convert primarily in-store and online across devices

82%
82%

Purchased

in-store

in-store and online across devices 82% Purchased in-store 45% Purchased online (desktop/tablet) 17% Purchase directly
45%
45%

Purchased

online

(desktop/tablet)

82% Purchased in-store 45% Purchased online (desktop/tablet) 17% Purchase directly on their mobile phone Google/Nielsen
17%
17%

Purchase directly on their mobile phone

17% Purchase directly on their mobile phone Google/Nielsen Mobile Path to Purchase custom study, Nov
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category. Google Confidential
Google/Nielsen Mobile Path to Purchase custom study, Nov 2013. Data varies by category.
Google Confidential and Proprietary
CQ11: Where did you make your most recent purchase in the following categories?

1717

Implications for Advertisers

Implications for Advertisers Consumers spend time researching on mobile Ensure that you have a mobile-optimized site

Consumers spend time researching on mobile

Ensure that you have a mobile-optimized site as consumers visit business websites on their phones on average 6 times in their purchase process. Start with a mobile-friendly site for the majority of your visitors and extend to apps for loyal, repeat customers.

visitors and extend to apps for loyal, repeat customers. Mobile research starts with search As search

Mobile research starts with search

As search is the most common starting point for mobile research, be there when potential customers are looking for you. Tailor your search ads with mobile-preferred creatives and speci c mobile calls to action, such as “Call now” or “Visit our mobile site.”

such as “Call now” or “Visit our mobile site.” Location proximity matters to mobile consumers Help

Location proximity matters to mobile consumers

Help consumers nd you by enabling location extensions which let users know how close they are to your business and which provide directions.

they are to your business and which provide directions. Purchase immediacy is key Make it easy

Purchase immediacy is key

Make it easy for consumers to purchase quickly by enabling click-to-call, showing results of local product availability, and creating easy mobile checkout experiences.

availability, and creating easy mobile checkout experiences. Mobile in fl uences purchases across channels Create

Mobile in uences purchases across channels

Create seamless experiences across touchpoints and measure conversions across channels that originate from mobile. Take advantage of cross-device conversion tracking and new methods to measure store visits and purchases.

Mobile Path to Purchase Google/Nielsen Mobile Path to Purchase custom study, Nov 2013 Google Confidential

Mobile Path to Purchase