3. bite-sized mobile research
• Independent mobile research
specialist – providing effective and
actionable research insights via
mobile
• Tailored, high-quality and rapid-
turnaround approach
• Highly experienced team with
extensive regional credentials over
past 12+ years
• Deep expertise in research insights:
– Research design & execution
– Sophisticated analytics
• Powerful research platform:
– Ability to deploy very rapidly and
flexibly
PAGE 2
4. RESEARCH METHODOLOGY
MOBILE
SAVVY
USERS
… including
native apps &
mobile
websites. PAGE 3
5. DEMOGRAPHICS OF 503 RESPONDENTS
GENDER AGE
50% 50% 15-19
FEMALE MALE 19%
20-24
47%
MOBILE
25-34 26%
SAVVY USERS
7%
35+
1%
Prefer not to
answer
Tier 1: Greater Nairobi
Tier 2:
CITY TIER Eldoret, Kisumu, Mombassa, Nakuru, Nyeri
Tier 3: Other City or Town
Tier 4: Small town or village
29% 35% 11% 23% 2%
Tier 1 Tier 2 Tier 3 Tier 4 Prefer not to answer
PAGE 4
6. SEARCH-ANDISING
… AUGMENTING YOUR SHOPPING
EXPERIENCE WITH A MOBILE DEVICE
PAGE 5
7. MOSTLY TAKING PLACE IN SUPERMARKETS AND
CONVENIECNE STORES, BUT NOT LIMITED TO THEM…
34% SPECIALITY
65% SUPERMARKET
31% MALL/DEPARTMENT STORE 29% STREET TRADER 6
PAGE
8. PRE-SHOPPING MOBILE SEARCHES
HOOK THEM FROM THE START…
69% 68% 67%
46% 44%
33%
Electronics or appliances
Regular fashion items Luxury goods Restaurants / Bars Cars or bikes Groceries
(e.g. clothing, accessories, jewellery, etc.)
PAGE 7
9. SEO IMPERITIVE FOR MOBILE
AS IS A
MOBILE
WEBSITE….
OR A
REDIRECT
FROM YOUR
WEBSITE…
PAGE 8
10. HIGHER INCOME EARNERS ARE MORE LIKELY
TO SEARCH-ANDISE ON LARGE ITEMS
CARS & BIKES
11% MORE LIKELY
ELECTRONICS & APPLIANCES
10% MORE LIKELY
RESTAURANTS AND BARS
6% MORE LIKELY
PAGE 9
11. BEYOND SIMPLE PRODUCT SEARCH…
41%
Scan the product
code to find out
more information
online
31%
Track shopping
44% PRICE list & expenses
COMPARISONS
37% TAKE
20% PICTURES & ASK
Take pictures FOR FRIENDS
For own OPINION
consideration
PAGE 10
12. FEMALE YOUTHS ARE 10% MORE
LIKELY TO CONDUCT PRICE
COMPARISONS THAN MALE YOUTHS…
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Male Youth Female Youth
PAGE 11
13. MOST USEFUL MOBILE CONTENT…
46% PRODUCT 34% INFORMATION ABOUT
INFORMATION & AVAILABILITY SALES & PROMOTIONS
ALSO:
CUSTOM SHOPPING LIST (30%), COMPARISION SHOPPING
(19%), CUSTOMER REVIEWS (18%), IN-STORE PRODUCT LOCATIONS
(13%)
PAGE 12
14. SHOWCASE YOUR PRODUCTS
Leverage the power of HTML5 to
bring your products to life
• 23% of consumers
would like to see more
product info or photos
through their mobile to aid
them in their shopping
experience
Creative Options:
• Feature key items from a
promotion or new collection
• Scrolling product catalogues
• 3D product modeling
PAGE 13
15. STORE LOCATOR AND OPEN HOURS
Make it easy for users to find you
by integrating a store locator
• 9% of consumers would
like to see store hours and
directions on their mobile to
aid them in their shopping
experience
PAGE 14
16. 8% WANT OFFICIAL RETAILER APPS…
BEST PRACTISE RETAIL APPS:
PAPERLESS RECEIPTS
GIFT CARDS
LOYALTY
PRODUCT CATALOGUE
PROMOTIONS
PAGE 15
17. WEALTHY CONSUMERS WANT TO
CONDUCT PRICE COMPARISIONS 8%
MORE THAN LOWER INCOME
CONSUMERS
AND WANT RICH MEDIA PRODUCT
PHOTOS 4% MORE…
PAGE 16
18. WHY WOULD YOU SHARE YOUR
LOCATION?
Share your shopping
experience
84%
with your friends through
social networks
Receive instant discounts/
offers from retail stores in the 73%
vincinity
Improve my status on social
networks 68%
(e.g. Foursquare)
PAGE 17
20. CONSUMERS ARE EXCITED ABOUT
MOBILE COUPONS…
6%
Bad idea
9%
Doesn’t
matter either
85%
Great idea!
PAGE 19
21. USERS ARE POSITIVE ABOUT MOBILE
RETAIL ADVERTISING
Worse Better
Find products that match your interest 12% 88%
Introduce you to the latest trends 12% 88%
Get the best price/deals for you 14% 86%
Decide the best brand for you 27% 73%
PAGE 20
22. POST-SHOPPING MOBILE
BEHAVIOR
Any post-shopping mobile activity 82%
Message your friends with
recommendations related to your 58%
shopping experience
Share your shopping experience
49%
through social networks
Post pictures of your purchases on
20%
social media sites or apps
PAGE 21
23. WHAT DRIVES YOU TO RETAILER?
0% 10% 20% 30% 40% 50%
Online Mobile Social Media
18% 34% 42%
Outdoor displays Newspaper & magazine
18% 42%
TV
47%
Sample size: n = 501
PAGE 22
24. FRIENDS TRUST EACH OTHER!
MOBILE (34%) + SOCIAL (42%) = 76%
FACILITATE SOCIAL THROUGH MOBILE
SUPER COST EFFECTIVE!
PAGE 23
29. Thank You!
For more information, please contact:
Daryn Smith
Head of Marketing, Africa
daryn.smith@inmobi.com
Twitter: @InMobiAfrica
PAGE 28
Notas del editor
WHAT IS SEARCH-ANDISING?AUGMENTING / USING YOUR MOBILE DEVICE TO HELP YOUR SHOPPING EXPERIENCE
SEARCH-ANDISING OCCURS ACROSS ALL TYPES OF RETAILERS.INTERESTING TO SEE EVEN STREET TRADERS – CONSUMERS ARE COMPARING PRODUCT PRICES WITH LARGER RETAILER OR CHECKINGTHEIR AVAILABILITY. OR LOOKING FOR INGRIDIENTS IN PRODUCTS SUCH AS BEAUTY PRODUCTS, FOOD STUFFS
WHEN THEY SEARCH BEFORE THEY SHOP – THIS IS THE TIME TO HOOK THEM, THEY ARE ALREADY KEEN!
SEARCH ENGINE OPTIMISATION – REALLY IMPORTANT FOR MOBILENO ONE GOES TO THE SECOND PAGE – OFTEN MOBILE NETWORK IS SLOW, SCREEN IS SMALLMOBILE WEBSITE IS SUPER IMPORTANT – CAN’T JUST USE EXISTING WEBSITEAND YOUR NORMAL SITE, BUT REDIRECT TO MOBI SITE IF YOU HAVE ONE BY NOTICING WHAT DEVICE IS ON THE SITE.
WE ASKED – WHAT CONTENT WOULD YOU FIND MOST USEFUL ON A MOBILE DEVICE TO AUGMENT YOUR SHOPPING EXPERIENCE
IS THIS HOW THEY BECAME WEALTHY?WEALTHY PEOPLE ARE MORE LIKELY TO HAVE SMARTPHONES, AND THEREFORE WANT RICH MEDIA PRODUCT PHOTOS
WHAT INCENTIVE WOULD MAKE YOU SHARE YOUR LOCATION WHILE SHOPPINGTO GET DISCOUNTS – THIS IS GROWING, AND RETAILERS SHOULD START PLAYING IN THIS AREA.WANT TO BRAG, SHOW THEIR FRIENDS WHERE THEY ARENICHE GROUP THAT WANT TO BECOME THE MAYOR X FOR EXAMPLE
YOU NEED TO START PLAYING WITH MOBILE VOUCHERS.CONSUMER IS IN STORE, ABOUT TO BUY A NEW FRIDGE, GOES ONTO MOBILE TO COMPARE PRODUCT SPECS, SEES AN AD FOR COMPETITOR STORE WITHA MOBILE VOUCHER FOR 10% OFF – THEY ARE GOING TO GO TO COMPETITOR
POST PURCHASE – VERY IMPORTANT PERIOD – INFLUENCES FUTURE PURCHASING = post purchase dissonanceYOU CAN EITHER WIN future CUSTOMERS NOW OR LOOSE THEMIf you have provided a bad experience – do not encourage this as it will affect future consumers decisions.
TV ADS AND NEWSPAPER ADS (THINK PULL OUTS) STILL DRIVE A LOT OF FEET TO RETAILERSSOCIAL MEDIA IS PLAYING MAJOR PART THOUGH – AND MOST SOCIAL MEDIA IS THROUGH A MOBILE
SO IF YOU MARRY MOBILE AND SOCIAL YOU GET A 68% PULL TO GET FEET INTO YOUR RETAIL OUTLETFRIENDS TRUST EACH OTHERYOU NEED TO FACILIATE THEM SHARING THEIR GOOD EXPERIENCE THROUGH THEIR MOBILE ON SOCIAL NETWORKSVERY COST EFFECTIVE WHEN COMPARED TO TV AND PRINT ADSTHINGS LIKE – GIVE FULL BRAND EXPERIENCE (ITALIAN COFFEE WHEN BUYING ITALIAN SUIT), PUT UP POSTERS WITH TWITTER AND FACEBOOK DETAILS
IN CHINA – VERY BUSY NATION, HATES SHOPPING.IN STATIONS – THEY HAVE PUT UP POSTERS THAT LOOK LIKE SHELVES, USERS SCAN USING RETAILER APP, GET DELIVERY
IN STARBUCKS AT VALENDTINES DAYTHEY MADE SPECIAL CUP – WHEN YOU POINTED YOUR CAMERA AT CUP USING STARBUCKS APP THEN IMAGES CAME OUT OF CUPYOU COULD THEN SEND VALENTINES CARD – SO VIRAL TOOCONSUMERS CAME TO STORE JUST TO BUY COFFEE TO BE ABLE TO SEE COOL AUGEMENTED REALITY – SO DROVE SALESALSO DROVE DOWNLOADS OF APPS, AND THEN THEY COULD PUSH PROMOS, TRACK PURCHASE (FOR LOYALTY) AND ALL OTHER ITEMS THAT WE LISTED EARLIER UNDER WHAT PEOPLE WANT
THE 2012 MARKETING BUZZ IS ALL ABOUT CONTENTMobile device is perfect to receive contentDO ALL CAMPAIGNS HAVE TO HAVE BE CPC – LEAD TO QUERIES AND CONVERSIONS?NO – BRANDS NEED TO THINK ABOUT THE BIGGER PICTUREINSTEAD OF SPENDING ON A FULL PAGE AD IN A MAG, THEY SHOULD USE THAT TO PRODUCE CONTENT THEMSELVESTHEN USE MOBILE ADS AND ONLINE ADS TO DRIVE PEOPLE TO THAT CONTENTNEXT TIME I’M IN THE MARKET FOR X THEN I AM LOYAL TO COMPANY THAT GAVE ME CONTENT