The lines between online and offline shopping have not only blurred, they’ve begun to disappear altogether. When consumers are shopping in-store, they are on their cell phones and when they are on their cell phones, they are engaging with social networks. With so many channels being activated at once, how can a brand engage these consumers? Facebook's Rads Jayasundera and Millward Brown Digital's Michael Perlman reveal a recent study examining how consumers leverage mobile and social channels to influence purchase decisions before, during and after shopping trips.
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Keys to Engaging the Mobile Consumer
1. Mobile is the must-have while shopping
❝Me and my mobile are great team in-store.
Every time I need to know something, I am able
to go straight to my phone to get the answer. I
don’t know what I would would do without it!”
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.
Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
94%
2. And, they are using it for shopping-related activities
❝My phone kept me
informed while I was
shopping and saved me
when trying to make the
right decision.”
65%
35%
Accessed mobile phone while in-store for
a shopping related activity
Did not access mobile phone while in-
store for a shopping related activity
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.
Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
3. Shoppers relish the sense of adventure that comes from
discovering something new & finding a great deal in-store
❝I was excited to find a promotion
giving us an additional 20% off a TV
we were looking at in-store.”
4%
5%
15%
19%
28%
30%
Other Actions
Using Search While Shopping
Searching for Product Info
Searching for Store Info
Looking for a Deal
Connecting with Others
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.
Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
4. 66%
Of consumers spend less than one
hour researching before entering
the store
Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.
Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
5. Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.
Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
Mobile gives marketers multiple opportunities to
influence decisions & point-of-purchase
64%
44%
28%
24%
19% 19%
5% 3%
Store aisle In the store
parking lot
Checkout line On my way to
the store
Eating or
drinking
(before/after
holiday
shopping)
Easting or
drinking
(during
holiday
shopping)
Dressing
room
Other
6. Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.
Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
4x
While shopping in-store people use
Facebook 4 times more frequently
than any other app or search
7. Source: The Impact of Mobile and Facebook While Shopping, Milward Brown Digital and Firefly Milward Brown, January 2014.
Footnote: Study was U.S. only, Sample size (n=500), Timeframe: Holiday shopping period of November 28th to December 25th 2013.
Marketers that help shoppers “discover” in-store
are positioned to influence purchase decisions
❝I signed up for a lot of emails and liked
several retailers on Facebook so that I
would get notices about sales or discounts
and be able order or pick-up items as soon
as the deals were available.”
Discovery
39%
Connect
29%
Entertain
ment
17%
Peer
Feedback
15%