What is all the debate on privacy about? Learn about the data that is publicly available and legal – without any hacking. By tapping into Foursquare and Twitter data, Sy Banerjee has found fascinating concrete behaviors only theorized by mobile panels at other conferences. This academic study focuses on a) What environmental aspects cause people to use the phone differently? b) What different types of user segments emerge in displaying more or less “mobile” shopping behaviors? c) How can users in each segment be characterized?

1. Produced by the Heartland Mobile Council
[Mobile Consumer Behavior:
The Effects of Location]
Sy Banerjee, Assistant Professor Mobile Interactive
Marketing, University of Michigan Flint
Twitter handle @syagnik ; Company handle @UMFlintSOM
Event hashtag #MobiU2013

2. Table of ContentsTable of Contents
• How does the future of mobile look?
• Ubiquity: The only gap in usage
• The Nature/Dimensions of Consumer Ubiquity
• The Role of Big Data (Foursquare API, Twitter)
• Does Location Based Advertising Work?
• Key Takeaways and Implications

3. #MobiU2013, @twitterhandle @company
Exponential Growth: Smartphone AdoptionExponential Growth: Smartphone Adoption

4. Mobile Internet Traffic Growing too (1.5x)Mobile Internet Traffic Growing too (1.5x)
4

5. Growth of M-CommerceGrowth of M-Commerce
5
Growing Faster than Expected: The actual m-commerce in
2012 was 2.5 times the prediction

6. BUT….
6

7. How Mobile Are We Across Situations?How Mobile Are We Across Situations?
7

8. Mobile Use By Location :Mobile Use By Location : NielsenNielsen
8

9. Tablet Use By Location:Tablet Use By Location: NielsenNielsen
9

10. • From INMOBI
Simultaneous use: what locations andSimultaneous use: what locations and
activities are mobiles used with?activities are mobiles used with?

11. How Do We Multitask Mobile?How Do We Multitask Mobile? INMOBIINMOBI
11

12. What Aspects of Our PhysicalWhat Aspects of Our Physical
Surroundings Affect OurSurroundings Affect Our
Mobile Use?Mobile Use?
12

13. The ResearchThe Research
Over 8 years
•20 + Focus Groups
•2000+ Survey Responses
•Experiments
•Structural Equation Modeling, ANOVA
•Foursquare Data
13

14. Place: Ceiling Height Can AffectPlace: Ceiling Height Can Affect
Information ProcessingInformation Processing
14

15. Time: The Task at HandTime: The Task at Hand
15

16. Social ContextSocial Context
16

17. Physical Control of the EnvironmentPhysical Control of the Environment
17

18. Virtual Control of the EnvironmentVirtual Control of the Environment
18

19. Consumer Ubiquity:Consumer Ubiquity:
Why Some Shoppers are more Mobile than othersWhy Some Shoppers are more Mobile than others
ConsumerConsumer
UbiquityUbiquity
PeoplePeople
ControlControl
PlacePlace
TimeTime

20. • Banerjee and Dholakia, 2012
Mobile and situated users: locations from whichMobile and situated users: locations from which
internet shopping takes placeinternet shopping takes place

21. What Makes Us A Mobile Spender?
21

22. Can the Above Research BeCan the Above Research Be
Replicated With Secondary DataReplicated With Secondary Data
for Companies?for Companies?
22

23. Foursquare: secondary insights into location –Foursquare: secondary insights into location –
activity patterns of mobile usersactivity patterns of mobile users

24. Where do most people check in at times square?Where do most people check in at times square?
Arts & Ent. Top ChoicesArts & Ent. Top Choices –
Banerjee, Viswanathan, Raman and ying, 2012
MADISON SQ GARDEN 13790
(24%)
MOMA 5295 (9%)
Event apocalypse
5278 (9%)
Regal Union Square Stadium 14
- 3882 (7%)
Webster Hall 2843
(5%)

25. Prime-Time Arts & Ent:Prime-Time Arts & Ent:
Foursquare Check-insFoursquare Check-ins

26. Are Location Based Mobile AdsAre Location Based Mobile Ads
More Effective?More Effective?

27. Experiment StimuliExperiment Stimuli

28. Results : Work related situations
• DV: Will Respond to the offer later
Strategy X Location in work situations
3.24
2.06
2.36
2.93
0
0.5
1
1.5
2
2.5
3
3.5
Private Public
LIS
LBS
F (1, 98) = 6.05,F (1, 98) = 6.05,
Sig.Sig. (p) < 0.02(p) < 0.02

29. Results : Leisure situations
• DV: Will Respond to the offer later
Strategy X Location for Nomads in Leisure
Situations
2.91
2.32
2.15
2.97
0
0.5
1
1.5
2
2.5
3
3.5
Private Public
LIS
LBS
Strategy X Locations for Homebodies in
Leisure Situations
2.12
2.94
2.53
2.2
0
0.5
1
1.5
2
2.5
3
3.5
Private Public
LIS
LBS
F (1,211) =F (1,211) =
6.93,6.93,
Sig.Sig. (p) < 0.01(p) < 0.01

30. Store Evaluations
3.15
3.48
2.9
3
3.1
3.2
3.3
3.4
3.5
3.6
Work Leisure
Store Evaluations
Store Evaluations
3.2
3.57
3
3.1
3.2
3.3
3.4
3.5
3.6
Private Public
Store Evaluations
Effects on Store Evaluations
Sig.Sig.
(p) < 0.04(p) < 0.04
Sig.Sig.
(p) < 0.05(p) < 0.05

31. Perceptions of Usefulness of location based
ads
Usefulness
9.0353
10.5935
8
8.5
9
9.5
10
10.5
11
Private Public
Usefulness
Usefulness
8.6038
10.347
0
2
4
6
8
10
12
Work Leisure
Usefulness
Interaction: Location X Congruity
0
2
4
6
8
10
12
14
Incongruent Congruent
PerceivedUsefulness
Private
Public
Sig.Sig.
(p) < 0.03(p) < 0.03
Sig.Sig.
(p) < 0.001(p) < 0.001
Sig.Sig.
(p) < 0.04(p) < 0.04

32. IMPLICATIONS?IMPLICATIONS?
• Segmentation
• Market Place
Transparency, Power
• Revenue Sharing
32

33. Which Stage Are We In?Which Stage Are We In?
33

34. Key TakeawaysKey Takeaways
To Target more Mobile
Audiences, Target
•Young, Single
•Racially Diverse/Ethnic
Populations
•Public Locations
• Target outdoor locations
or places with high
ceilings with richer ads,
and low ceiling indoor
locations with simpler ads
• Use Twitter and Foursquare
API to gauge when
demand/use for your product
category hits its peaks at
different locations
34

35. •Foursquare + Twitter: Extracting Emotions from Tweets
Emerging from different locations
Can we generate a metric for Mobile WOM by Store
Brand?
•Is AR empowering or distracting? A Cognitive Resource
Perspective
Working ProjectsWorking Projects

36. THANK YOUTHANK YOU
Questions?
36