the uk mobile retail landscape - comscore
TRANSCRIPT
The UK Mobile Retail Landscape
Gregor Smith, Mobile Sales Director
[email protected] Tel: 07877 408 760
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Agenda
Mobile Web Browsing
Mobile App usage
Shopping activities performed on Mobile
Goods and services purchased on Mobile
Profile of a Mobile shopper
QR codes
Takeaways
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UK Mobile Web Browsing
42.1% of the total audience,
Over 11.3 million people , and
in July 2012 Source: comScore GSMA Mobile Media Metrics, July 2012 UK data
browsed retail sites on their
mobile phone
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UK Mobile Web Browsing: Retail Sites – Most Popular
Top 5 Mobile Retail sites (on and off network):
1) Amazon.co.uk – 5.07m (17.3%)
2) Tesco.com – 2.98m (10.2%)
3) ebay UK – 2.89m (9.9%)
4) Argos.co.uk – 2.84m (9.7%)
5) Groupon.co.uk– 2.64m (9%)
Source: comScore GSMA Mobile Media Metrics, July 2012 UK data, based on total
universe of 29.3m users
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UK Mobile Web Usage
5m
Amazon had more than
Mobile web users
during July 2012
Source: comScore GSMA Mobile Media Metrics, July 2012 UK data
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UK Mobile App Usage
60% of the total audience,
Over 9m million people , and
In July 2012
Source: comScore GSMA Mobile Media Metrics, July 2012 UK data
used Retail App’s on their
mobile phone
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UK Mobile Retail App’s – Most Popular
Top 5 Retail App’s:
1) Apple iTunes – 8.16m (52%)
2) eBay – 1.11m (7.1%)
3) Amazon – 594k (3.8%)
4) Autotrader – 433k (2.8%)
5) Groupon – 421k (2.7%)
Source: comScore GSMA Mobile Media Metrics, July 2012 UK data based on a total
App audience of 15.7m
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14
15
16
16
16
18
24
Checked product availability
Found coupons or deals
Made shopping lists
Researched product features
Compared product prices
Purchased goods or services
Found store location
Smartphone Owners Keen on Shopping Activities
Shopping Activities Performed -% of Smartphone Base
Product: MobiLens, UK 3 month average ending Jul 2012
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Smartphone Owners Using Their Phone in Store
Shopping Activities Performed in Store - % of Smartphone Base
3
4
5
6
7
9
10
16
17
Checked product availability
Researched product features
Found Coupons or deals
Found store location
Compared product prices
Sent picture of product to family/friends
Scanned a product barcode
Texted or called someone about a product
Took picture of a product
Product: MobiLens, UK 3 month average ending Jul 2012
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Activities Performed in a Retail Store on a Mobile Device
Source: Mobiilens, Oct 2011 - July 2012. Figures above are in 000’s
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
Took picture of a product
Texted or called friends/family about a product
Sent picture of product to family/friends
Scanned a product barcode
Researched product features
Purchased goods or services (online)
Found store location
Found coupons or deals
Compared product prices
Checked product availability
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Goods & Service Purchased Online Using Phone
5.7M phone users
made online
purchases in July
2%
5%
6%
6%
6%
6%
9%
10%
13%
14%
18%
18%
19%
23%
25%
38%
Car rental / transport
Airplane tickets
Auto / Auto parts
Hotels
Furniture
Flowers
Gift certificates
Sports / Fitness
Deals / coupons
Personal care
CE / HH Appliances
Fast Food
Groceries
Tickets
Books (not ebooks)
Clothing / accessories
Type of Goods / Services Purchased
18% of smartphone
owners transact
online 13%
6%
8%
11%
23%
24%
15%
Over £250
£201 - £250
£151 - £200
£101 - £150
£51 - £100
£21 - £50
< £20
Amount Spent
Product: MobiLens, UK 3 month average ending Jul 2012
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Profile of Mobile Shopper (%)
7
19
29 23
13 10
13-17 18-24 25-34 35-44 45-54 55+
55
45
Male Female
12
26 25
16
9 5 7
43
34
8 3 2
Apple
RIM
Symbian
Microsoft 10
90
Feature Smartphone
Age Household income
Product: MobiLens, UK 3 month average ending Jul 2012
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11% of Smartphone Users Scan QR Codes, Up 43% YOY
7%
9%
10%
24%
26%
36%
50%
TV
Storefront
Business card orbrochure
Poster or flyer or kiosk
Website on PC
Product packaging
Printed magazine ornewspaper
6%
15%
18%
19%
33%
60%
Restaurant
Grocery store
At work
Outside or on publictransit
Retail store
At home
QR Source Scan Location
Product: MobiLens
Data: UK 3 month average ending Jul 2012
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Result of Scanning QR Code
Product: MobiLens
Data: UK 3 month average ending July 2012
11%
11%
17%
27%
70%
Charity/cause information
Application download
Coupon or offer
Event information
Product information
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Takeaways
The mobile media market in the UK is growing rapidly
– App and browsing usage is creating ever more opportunities for consumer engagement
Mobile retail users are a young, affluent & growing audience
– Valuable channel to reach consumers to drive commerce transactions
Reach your retail audience through mobile
– Ensure you have a mobile destination for consumers
Consider carefully the mobile audience you wish to reach
– Identify which media they engage with, how and through which devices
– Robust market intelligence data adds value to campaign planning and targeting
– The reality as revealed by measurement is often different from intuition
Don’t get left behind on mobile
– Full visibility of the mobile media market means no need to be blindsided
Thank you!
For free graphical representations of key “data gems”
visit the comScore Data Mine at:
http://www.comscoredatamine.com/category/mobile/
Gregor Smith, Mobile Sales Director
[email protected] Tel: 07877 408 760