on the run: using smartphones to track millennials ...€¦ · on the run: using smartphones to...
TRANSCRIPT
On the Run: Using Smartphones to
Track Millennials Purchase Behavior
Jeff Scagnelli
Research Methods Center of Innovation
May 19, 2012
2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Acknowledgements
Thank You!
Justin Bailey
Michael Link
Karen Benzra
Hala Makowska
Title of Presentation
3
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
“Any snacks, drinks or meals that will be consumed within
one hour of purchase – no matter where they are bought.”
“Grab & Go” Moments Defined
On the Run
4
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
–Measure immediate consumption behavior of Millennials (18-29)
–Mobile Surveys to log purchases “in the moment”
–Phones provided (LG Optimus Android)
–Conducted in Southern California, one month (2011)
–Recruitment through online sources (SSI, IAG, Nielsen Online)
–Primarily Banner ads or direct email
On the Run
What do Millennials purchase?
5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
What did they do?
Smartphone Survey Scanning
Scanning
On the Run
–Photos of purchase taken
–GPS captured at survey launch
6
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Data Collection
Valid Response: - Survey launched and completed within one hour
- Each section completed within 20 minutes
- 268 total participants (3559 responses)
Quantitative
• In the moment user initiated surveys
Qualitative
• 15 Interviews conducted (Directional Feedback)
On the Run
7
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Did activity decline?
4.333.38
2.63
2.90
.00
1.00
2.00
3.00
4.00
5.00
Week 1 (n= 1118) Week 2 (n= 881) Week 3 (n= 686) Week 4 (n= 774)
Submissions per respondent (mean)
On the Run
n = valid submissions per week
8
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How many items per trip?
1.00
1.50
2.00
Week 1 (n= 1118)Week 2 (n= 881)
Week 3 (n= 686)Week 4 (n= 774)
1.61
1.64
1.65
1.59
(Mean)
On the Run
n = valid submissions per week
9
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How long did a survey take?
6.19 6.14 5.87 5.76
.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Week 1 (n= 1118) Week 2 (n= 881) Week 3 (n=686) Week 4 (n= 774)
Co
mp
leti
on
Tim
e (m
ean
)(Minutes)
On the Run
n = valid submissions per week
10
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How long did item entry take?
1.15 1.09.93
.93
2.352.03 2.08
1.68
3.513.20 3.02
2.79
.00
1.00
2.00
3.00
4.00
Week 1 Week 2 Week 3 Week 4
Single Item
2 items
3 Items
Co
mp
leti
on
Tim
e
Minutes
On the Run
11
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How long did item entry take? (Barcode)
58.2560.46
52.22
47.81
79.71
70.91
59.05
62.91
30.00
40.00
50.00
60.00
70.00
80.00
90.00
Week 1 Week 2 Week 3 Week 4
Barcoded Item
Non Barcoded item
Single Item (Seconds)
On the Run
12
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Barcode vs. Non Barcode: Frequency
49.1%
50.9%
49.2%
45.4%
50.9%
49.1%
50.8%
54.6%
40.0%
42.0%
44.0%
46.0%
48.0%
50.0%
52.0%
54.0%
Week 1 Week 2 Week 3 Week 4
Barcoded Item
Non-Barcoded Item
Pe
rce
nta
ge
of su
rve
ys s
ub
mitte
d
Single Item
On the Run
9.2 %
13
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Where did they Complete?
360
264219 243
758
617
467531
0
100
200
300
400
500
600
700
800
Week 1 (32.2%) Week 2 (30%) Week 3 (31.9%) Week 4 (31.4%)
Survey Submitted from Purchase Location(Self-Report)
At Location
Away from Location
On the Run
31% completion at location
14
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Key Insights
1. Not a burden: Easy to do
2. Study length was just right: task and duration
3. Changes to behavior:
– Pressure to purchase more
– Changes due to awareness
4. GPS was not a privacy concern: Panelists were aware
– Concern about incorrect data
On the Run
15
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Next Steps
1. Validate item data
– Code single item trip photos
2. Validate location data (self-report) vs. GPS data
On the Run
16
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
One Respondent: 4 weeks
10/25 @ 11:43 PM, 7-11 10/27 @ 9:54 AM, C-Store 10/27 @ 2:01 PM, Other 10/27 @3:01PM, C-Store 10/28 @ 10:06 AM, 7-11
10/28; 12:01 PM, Other 10/28; 1:26 PM, Round Table Pizza 10/31; 10:05 AM, ampm 11/2; 9:57 AM, ampm 11/2, 5:28 PM, Ralph’s
11/6, 9:55 AM, 7-11 11/7, 10:32 AM, ampm 11/7, 1:41 PM, Ralph’s 1111, 10:31 AM, 7-11
On the Run
17
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Contact Information
Jeff Scagnelli
Research Scientist
Nielsen
Email: [email protected]
Phone: 813-366-4616
On the Run