A True Look at the Omnichannel Consumer - Hannah Bewley, IAB UK
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Transcript of A True Look at the Omnichannel Consumer - Hannah Bewley, IAB UK
A True Look at the Omnichannel Consumer13/04/2023
iabuk.net
Background and objectives
Methodology
Mobile Aquarium
Sample: 20 people
Method: App to record activity related to researching / buying in product category
Time: 2 weeks, (>500 activities logged)
Quantitative Survey
Sample: 1,376 nationally representative smartphone owners
Method: 20 minute online survey
Time: September 2013
Face to face interviews
Digital Ethnography
Sample: 20 people
Method: FishEye camera worn for 3 days taking a photo every 5 seconds
Time: 3 days (>600 hours of footage)
1.0 Device usageiabuk.n
et
Downtime = screentime
When I have downtime, I hardly
ever just sit and think, I prefer to check my
smartphone
When I’m out with my friends, I will
check my phone if there’s a lull in the
conversation
37%
People can’t just do nothing anymore, we use devices to fill gaps
37%52%55% Young 47% Parents
Q. Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you?Base. Total Respondents – 1376
57%
Phones have become extension of self
1 in 2claim their
smartphone is their most personal
device
say their smartphone is their lifesaver
One third
They are ingrained in our daily lives and many of us rely on them:
Q: Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you?Base. Total Respondents – 1376
“Smartphones are repositories of the self in
that they store our memories, our
autobiographies, they contain a paper trail of the
self in the form of texts, images, searches, wish
lists, and secrets.”Dr Simon Hampton, UEA
One third see smartphone as their lifesaver
2.0 Multi-screening(#omniscreening)
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Two thirds use another device with TV
TV & smartphone
TV & tablet
TV & laptopTV & at
least one other device
66%
25%
20%
11%
Q. And when you are watching TV do you often also use any of the following devices in addition? Base. Total Respondents – 1376
Young people are the biggest multi-screeners
18-30 31-54 55+
73% 71%
53%
Smartphone (34%)
Most regularly used device with TV
18-30’s
31-54’s
55+
Smartphone (26%)
Laptop (17%)
TV & connected device usage by age:
Multi-screening isn’t just about TV
Smartphone& desktop
Smartphone & tablet
Smartphone & laptop
27%
51%
20%
Connected device multi-
screening is prevalent
Q. We’re interested to know if you often use two or more of your devices at the same time. Which of the following devices do you tend to use together at the same time? Base. Total Respondents – 1376;
Cognitive challenges = similar to driving
Welcome to the age of #omniscreening
People are always online and have constant access to
multiple screens.
3.0 Devices and the purchase journey
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How we thought about this…
By device By category By journey stage
Q. Which of the following devices do you think played a role in your [VALUE] purchase?Base. Low value recent purchases - 860; Medium value - 829; High value – 480
78% of recent purchases
involved a connected device
A key role in recent purchases
Q Which of the following devices do you think played a role in your [VALUE] purchase? Base. Total Respondents – 1376;
“I thought this was a really different form of advertising. Doritos have sponsored the game which my daughter was playing. It doesn't tell you much about the product, but
gets its name out there and I’m sure my daughter will mention the‘Doritos game’ next time we are in the shop!! And probably want some!!”
Digital advertising drives in-store behaviour
Source: The Mobile Aquarium
Large Purchase
“Email from Groupon, an offer on a laptop and
antivirus software included for £340, I will check the
deal on their website”
Special offer email prompts action
“it was sent to my emails. From Holland and Barrett. The discount. I use vitamins and buy from them. Will look to see if what i take are on offer.”
Source: The Mobile Aquarium
Larger screens used more in journey
Smartphone Tablet Desktop Laptop
17%
30%
45%52%
Q Which of the following devices do you think played a role in your [VALUE] purchase? Base. Total Respondents – 1376;
Usage changes as the journey progresses
Q. Which of the following devices do you think played a role in your [VALUE] purchase?Base. Smartphone – 370; Laptop – 946; Desktop – 535; Tablet – 333
Trigger Research Purchase
Smartphone Tablet Laptop Desktop
Used a device in a recent purchase
Larger screens are
used more to complete the
purchase
4.0 Marketing via smartphone
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Mobile demands a different mindset
Q. Here are some statements that describe how people behave with their devices. How much do you agree or disagree that each one describes you? – “My smartphone is my most personal device”Base. Total Respondents – 1376
The Intimacy Ladder
More personal experiences and targeted
messages
The smartphone can be thought of as a ‘first date’
As the relationship develops…
First contact = be on best behaviour!
Don’t be over familiar or ask for too much
Receiving personalised suggestions?
after I’ve bought something
before I’ve bought something
9%
Happy Not Happy
62%
35%35%
Q. Below are a few statements that other people have made about shopping in general. How much do you agree or disagree that each one describes you?Base. Total Respondents – 1376
5.0 Recomendationsiabuk.n
et
• #omniscreening is an opportunity for brands
• People want to consume content on all devices – brands have as much right to provide this content as traditional media owners
Recommendations for brands
People use different screens together, brands
can use this to provide a joined up experience
Learnings for brands
• Even if consumers don’t buy on mobile they will be researching on mobile, optimise for it
• Be discoverable, consumers turn to their mobile to replace downtime, they need to find you quickly
Recommendations for brands
Personal nature of smartphone
demands a different
marketing mind set
Recommendations for brands