mobile shopper research
DESCRIPTION
summary http://attrip.jp/82277TRANSCRIPT
Mobile Shopper Research ȔȅǠȜƉDzșǼȆȢƉțǰȢǻȧ�¿ÎLJüèĩLJŕŒĴ;dž�ƩƮǗȔȅǠȜLJ�7���2012 �Ɖ12 Ç
1 � ¿ÎLJǴȐȢǿȉǤȠȘȢDZȢLJƉ67% ƫSQǓǰȢȇǴLJŕ)ÖĽÃdž¿�ądž ȔȅǠȜĕÍƪǕÖĝǛĴƾǁƩǖƝ33% ƫƱǕdžŕ)ǎǂȔȅǠȜĕÍǂĴƾǁƦǗ�
2 � Ā�džánjǁƝf�LJǍƧƫSQLJŕ)ÖĽǓqųLJŕ)džƩƦǁȔȅǠȜĕÍǛ ǔǖĒØądž�ƾǁƦǗ
3 � Ơ�İ-ȣOřȤ�^ơ, ƠǾǴǪǿǼȋƪǕLJǥȠȚǠȠ�^ơƝƠȔȅǠȜƪǕLJǥȠȚǠȠ�^ơƫŕŒȋȞǶǴdžƩƮǗǒƾǃǒ�Ʀ�ŻǛ�ƨǗ�^
4 � ȔȅǠȜLjƝãǑǗ�^Ǔŕ)džyƵǗ3"�LJƇƦǞǪǶǴǛDŽƯǂǒ°�ƵǗ ƠǾǴǪǿǼȋLJ¬�ơǃƳǁ�ǚǘǁƦǗ�
5 � ƠȔȅǠȜ�ǂLJáŘÖĽơLjeƬDž�7ǛÓƻƳǁƦǗƞȔȅǠȜƪǕ�ǕǘǗ�LJSQǓ�İLJ�^LjƝüèĩdžyƳǁ�İ-Ĵ;džƩƮǗºƻDžĮÿǃũ¨ĬǛ�ƨǗ
6 �ů�LJ�Ʀ/ƥǎǖÖĽƳDžƦŒƦõȣǞȆȝȜƝƃ¹QƝȝǴǿȚȠĖȤdžƩƦǁƝ ȔȅǠȜLjǔǖċËąDžȌȃȉǟǼǿǛ�ǗćąLJƻǑdžèĄdž3þƱǘǁƦǗ ȣ ÕáŘƝǪȢȏȠLJ$kȡ3þƝY�ČņƝƩ�LJ_£ÖĝDžDŽȤ�
7 � ŕŒȋȞǶǴLJƩǔƹƉ1/3 LjƝȔȅǠȜƪǕLJÖĝƪǕiǎǗƞödžƝ½ĴůţLJŕ) ÖĽLJ?·LjȔȅǠȜƪǕLjƴǎǗƞ
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One to
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6
First Moment of Truth
Second Moment of Truth
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Why Not? ȅțǞȡŴs�
țǰȢǻŊƀȧ�ȔȅǠȜLJŕ)��äpNjLJ�ĘDž�ŻǛûĺƵǗƻǑdžƝ� W��LJǔƧDžțǰȢǻŊƀǛĿpƳƻ�
Who? ǾȔǫȚȉǟǼǪǴ� ¿LJȔȅǠȜDzșǼȆȢǃLjʼnƪȫ�2Ǔ�ƈdžǔǗŦƦLjƥǗLJƪȫƉ�
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ďƻƽLjƝǴȐȢǿȉǤȠƫ�ƟLJDzșǼȈȠǫ�ƆǛ DŽLJǔƧdž��ƾǁƦǗLJƪǛ ûĺƵǗƻǑdžƝȔȅǠȜDzșǼȆȢǛŋÔƳǎƳƻ
ďƻƽLjƝ3 ƿLJ�ĸý×ƜƜȣ½ĴȡǞȆȝȜȡȝǴǿȚȠȤdž ƩƮǗDzșǼȈȠǫdzȕȢȂȢǛ şĴȡĺÒ0ÒƳǎƳƻ
< ȉǤȢǦǴǫȜȢȋǠȠǹȇȗȢ > � < U&A (�Ŏȡq ) džůƵǗǥȠȚǠȠŋÔ > < ȂȗȢȞȡDzșǼȆȢȡǥȠȚǠȠŋÔƉ>
ǴȐȢǿȉǤȠȘȢDZȢLJƧƽƝÄßƪǕǴȐȢǿȉǤȠǛ�ƾǁ ŒƦõǛƳǁƦǗ�ȩ “ȔȅǠȜDzșǼȆȢ” LjƉ33%
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Q1a ƥDžƻLjƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��LJǔƧDž�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ�Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033)Ȫ�
• ǴȐȢǿȉǤȠǛ£ÈƳǁƦǗ • ǾǴǪǿǼȋǓȔȅǠȜǂ¿�ądžǠȠǹȢȃǼǿǛ3þƳǁƦǗ • ÄßƪǕȔȅǠȜǂŒƦõdžůƵǗ�^DŵǛĴƾǁƦǗ • ÄßƪǕȔȅǠȜȣǞȋțLjűƭȤǂĶQǓǰȢȇǴǛŕ)ƳǁƦǗ
ƌ,�ąDžpħ
67% ǴȐȢǿȉǤȠȘȢDZȢ�ǂȔȅǠȜǛŕ)ÖĽLJ�
Öĝdž�Ƨ�
33% ƌȔȅǠȜDzșǼȆȢ
20%
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25% 21% 24% 7% 7%
ȔȅǠȜDzșǼȆȢLJƉ79% LJŕ)ÖĽdžƩƦǁƝǥȠȚǠȠ�ȣǾǴǪǿǼȋȡȔȅǠȜȤƫ3þƱǘǁƦǗ
Q22a ƥDžƻƫĈśƉ1 �Ůdž��LJSQǓǰȢȇǴȣ13 ǦǽǯțȢȤǛŕ)ƳƻųLJ÷åǃƳǁƝƉƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞȨǴȐȢǿȉǤȠǂȃǼǿDzșǼȈȠǫǛƳǁƦǗ�ȩȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ
DzșǼȈȠǫdžƩƮǗƠǥȠȚǠȠȡǥȉȚǠȠLJĠǏIǚƷơLJ/úù�ȣ13 ǦǽǯțȢLJ�Z%Ȥ�
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79% �ǥȠȚǠȠ� ǥȉȚǠȠ�
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Q1a ƥDžƻLjƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��LJǔƧDž�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ�Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033Ȫ�
ȔȅǠȜ DzșǼȆȢ
ȄȠȡȔȅǠȜ DzșǼȆȢ
ȣǴȐȎȘȢDZȢȤ
34% 31% 27% 17%
66% 69% 73% 83%
20s 30s 40s 50s
41% 33% 32% 13%
59% 67% 68% 87%
20s 30s 40s 50s
ȔȅǠȜDzșǼȆȢLjƝ¿�üèdžƩƦǁȔȅǠȜ�ǂ�ǔǖcƭLJĴ;ǛĴƾǁƦǗ�
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Q1a ƥDžƻLjƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��LJǔƧDž�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ�Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033Ȫ�
ȔȅǠȜDzșǼȆȢ ȄȠȡȔȅǠȜDzșǼȆȢ ȣǴȐȎȘȢDZȢȤ
89% 79%
79% 52%
61% 46%
61% 50%
61% 41%
53% 34%
25% 13%
25% 12%
ȔȅǠȜDzșǼȆȢLjƝŒƦõLJ�^DŵLJųƝ�ÛƟDžǡǢȊǰǠǿǛ3þƳǁƦǗ�
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WEBȐǧdzȠǰǠǿ |`�Ȧzŭ�LJȎȢȒȍȢdz ȊȚȠȀȦȓȢǦȢLJȎȢȒȍȢdz ȊȞǫǰǠǿ
zŭ�^LJǰǠǿ
ĤIȏȢǹȜǰǠǿ SNS
ȂȗȢǴǰǠǿ
ÖĝǣȠdzȠ TWITTER
Q15a ƥDžƻƫȋȚǠȌȢǿǂSQǓǰȢȇǴLJŕ)ǛÖĽƵǗųƝƉDŽLJǰǠǿǛ3þƳǁ�^DŵǛƳǎƵƪƞƉĕÍưǃdžƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ�Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033Ȫ� ƏƑ�
ȔȅǠȜDzșǼȆȢ ȄȠȡȔȅǠȜDzșǼȆȢ ȣǴȐȎȘȢDZȢȤ
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Əƒ�
Q5a ƥDžƻƫǴȐȢǿȉǤȠǂ��LJ�Ʀ»ǛƵǗLJLjDŽLJǔƧDž_źǓâƽLJǃƬǂƵƪƞƹǘƺǘƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ ƛȋȚǠȌȢǿǂLJ3þdžƿƦǁƩĨƨƭƼƱƦƞ ȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ�
10%
20%
30%
40%
50%
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15
38%
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DETAILEDPRODUCTINFO
20%
10%
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ÅęȡȐȠǧ�
68% 61% 59% 57% 56% 53% 50% 40%
64% 49% 45% 41% 37% 35% 34% 29%
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CD/DVD
ÅęȡȐȠǧ�ǞȆȝȜ�
ÅęȡȐȠǧ� tŷĶQ�
=ĚQ� CD/DVD
SQ5a ƥDžƻLjƝĈś1�ŮdžȋȚǠȌȢǿǂȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC ǛþƦƝȃǼǿDzșǼȈȠǫǂ��LJSQǓǰȢȇǴǛŕ)ƳƻƯǃƫƥǖǎƵƪƞ�ȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ�
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56% 46% 44% 40% 38% 35% 34% 28%
30% 26% 23% 23% 22% 16% 13% 13%
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QS4a ƥDžƻƫÄßƝȋȚǠȌȢǿǂ��LJSQǓǰȢȇǴLJŕ)ǛÖĽƵǗųƝƉȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿPCǛ�ƾǁǠȠǹȢȃǼǿǂ�^DŵƳǁƦǗǒLJLjƥǖǎƵƪƉȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ�
SQ5a Ĉś1�ŮdžȋȚǠȌȢǿǂȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC ǛþƦƝƉȃǼǿDzșǼȈȠǫǂ��LJSQǓǰȢȇǴǛŕ)ƳƻƯǃƫƥǖǎƵƪƞƉƉ ȨȔȅǠȜDzșǼȆȢǂƝǴȐȎǂ�^DEƳǴȐȎǂŕ)Ƴƻ�ȌȢǴȪ�
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ǮȠȅȢdzșȠù�
58% 57% 55% 43% 38% 32% 25%
ǞȆȝȜ ½Ĵ =ĚQ tŷĶQ ǭȢȒÝVȡ Ǹȉǿ
CD/DVD ÅęȡȐȠǧ
41%
17%
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45%
26%
13%
29%
23%
10%
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Sent a picture of product to friends/family for feedback
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Comparison shopped using my mobile phone
18% 19%
22% 24%
33%
Used a mobile phone to read / find product
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Comparison shopped using my mobile phone
18% 21% 22%
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Sent a picture of the product to friends / family for
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• ȔȅǠȜġÿLJH�^ïLJƝŕ)äpNjLJ�Ż�ǛŬądžÖŀƵǗ • êœĩƫƹLJȊȚȠȀǛ´ƵǗƝƥǗƦLjĒØądžȏdzǽǟȊdž��džDzǢǞƵǗ ƬƾƪƮǓûÿǛëƭûĺƵǗ
42
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1. ȉǤȢǦǴǫȜȢȋǠȠǹȇȗȢ • ǫȜȢȋÚ¢ȧƉ4 ǫȜȢȋƉ× 6 �LJǴȐȢǿȉǤȠȘȢDZȢƜȣĀfȡ��ǂ7�Ȥ • q¼¿ȧƉ2012 �Ɖ7 ÇƉ29 ¿ȬƉ31 ¿
2. U&A (�Ŏȡq ) džůƵǗǥȠȚǠȠŋÔ • ǰȠȋȜ·ȧǴǪțȢȂȠǫŋÔȧƉ3,765 KƝÎŋÔȧƉ1,000 K • yŐĩ]ÎÏ�ȧ*XĀfƉ20 ȬƉ59 ÞȦǴȐȢǿȉǤȠ£ÈĩȦŤƉ1 W��ȃǼǿ3þ • q¼¿ȧ2012 �Ɖ8 ÇƉ14 ¿ƉȬƉ15 ¿ • ȔȅǠȜDzșǼȆȢƉ(n=316) LJ���^ȧ
– �2Ɖ= Ā�Ɖ(53%), f�Ɖ(47%) – �ƈ= 20-29 ÞƉ(37%), 30-39 ÞƉ(35%), 40-49 Þ (21%), 50-59 Þ (7%)
3. ȂȗȢȞȡDzșǼȆȢȡǥȠȚǠȠŋÔƉ(Neural Shopper Online Survey) • ǰȠȋȜ·ȧƉ900 KƜȣ½ĴȡǞȆȝȜȡȝǴǿȚȠǂƝHn= 300 Ȥ • ÆśƹǘƺǘLJǦǽǯțȢLJSQȡǰȢȇǴǛŕ)ȡ3þƳǁƦǗ�
ȣ½ĴƉ90 ¿�-ƝǞȆȝȜƉ30 ¿�-ƝȝǴǿȚȠƉ14 ¿�-ȤǂƝ�äpĩǂƥǗƯǃƞ • ÄßƪǕǾǴǪǿǼȋǓȔȅǠȜǂŒƦõǛƳǁƦǗ� • yŐĩ��
– �2 = Ā�Ɖ(65%), f�Ɖ(35%) – �ƈ = 18-24 ÞƉ(4%), 25-34 ÞƉ(24%), 35-44 ÞƉ(36%), 45-54 ÞƉ(26%), 55 Þ+ (10%)
• q¼¿ȧƉ2012 �Ɖ9 ÇƉ17 ¿ƉȬƉ18 ¿Ɖ
43
țǰȢǻȆȢǿȁȢƉ: Shopper Sciences
Shopper Sciences is a marketing consultancy part of the Interpublic Group of Companies (NYSE: IPG). Working closely with sister marketing communication agencies Momentum Worldwide and the McCann Worldgroup, it provides retailers, manufacturers, and advertising agents with the insights necessary to align marketing strategies with factors that truly influence the shopper's decision to buy. Shopper Sciences utilizes proprietary research methodologies and diagnostic tools to uncover the true drivers of influence along the path to purchase. These insights serve as the foundation for developing shopper marketing programs, including creative strategies and media channel optimization, for categories and brands.
Ñ�ǥȉǟǴ�
Ƥ107-0062 Ñ�Ūî>@Ÿ� 1-1-1 ºŸ�ȇȜÑƅ 12F
03-3746-8084
http://www.mccannwg.co.jp/
44
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