Figaro Digital mobile shopping November 2012

1 Copyright 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.

Mobile Shopping

Exclusive survey results for Figaro Digital

November 2012


About the survey The survey was conducted on Lightspeed Research's UK online panel in November 2012. There were 2744 respondents to the initial part of the survey, all of whom have a mobile phone.

Initial Results All respondents were asked if they had undertaken any of a range of mobile shopping activities in the last six months. Around one in four (37%) had done at least one of these activities, however most (61%) had not. Respondents are most likely to have purchased content for their phone (22%) followed by physical goods/services (16%).

• Respondents aged 18-34 are much more likely to have done at least one of these activities (61%), compared to 35-54 year olds (38%) and 55-64 year olds (18%).

Copyright 2012 Lightspeed Research. Proprietary Information. All Rights Reserved.

Main Results Unless otherwise specified, all of the following results only refer to respondents who had undertaken one of these shopping related activities on their mobile in the past 6 months (N=1000). Amongst those who had undertaken at least one mobile shopping related activity on their phone in the last 6 months, purchasing phone content is the most popular (61%), followed by purchasing physica(45%) and redeeming discounts or coupons (38%)

• Women are more likely than men to have redeemed discounts or coupons (41%

3

Lightspeed Research. Proprietary Information. All Rights Reserved.

Unless otherwise specified, all of the following results only refer to respondents who had undertaken one of

ctivities on their mobile in the past 6 months (N=1000).

Amongst those who had undertaken at least one mobile shopping related activity on their phone in the last 6 months, purchasing phone content is the most popular (61%), followed by purchasing physica(45%) and redeeming discounts or coupons (38%).

Women are more likely than men to have redeemed discounts or coupons (41%

Unless otherwise specified, all of the following results only refer to respondents who had undertaken one of

Amongst those who had undertaken at least one mobile shopping related activity on their phone in the last 6 months, purchasing phone content is the most popular (61%), followed by purchasing physical goods/services

Women are more likely than men to have redeemed discounts or coupons (41% vs. 34%)


61 %

45 %

38 %

34 %

27 %

24 %

20 %

To purchase content for your mobile phone (eg ringtones, apps)

To purchasing physical goods or services

To redeem discounts or coupons

To purchase other digital content (eg songs, ebooks)

To purchase or use tickets (e.g. for travel, admission to concerts, etc.)

Used it as a tickets (e.g. for travel, admission to concerts, boarding pass etc.)

To collect or redeem loyalty rewards (like airline miles)

Mobile activities in the past 6 months

Source: Lightspeed Research


• Purchasing phone content is popular across all age groups, although other activities are most popular with 18-34s

63 %

50 %

50 %

45 %

34 %

30 %

26 %

61 %

46 %

33 %

31 %

24 %

22 %

18 %

57 %

29 %

26 %

19 %

18 %

17 %

13 %

To purchase content for your mobile phone (eg ringtones, apps)

To purchasing physical goods or services

To redeem discounts or coupons

To purchase other digital content (eg songs, ebooks)

To purchase or use tickets (e.g. for travel, admission to concerts, etc.)

Used it as a tickets (e.g. for travel, admission to concerts, boarding pass etc.)

To collect or redeem loyalty rewards (like airline miles)

Mobile activities in the past 6 months18 – 34 35 – 54 55 – 64

Source: Lightspeed ResearchRespondents who have done at least one of these activities


When it comes to purchases made via a mobile, apps are the most popular (58%), followed at some distance by music (33%) and clothes/shoes (24%). One in five have purchased food or groceries via mobile.

• Women are more likely than men to have purchased clothes or shoes (29% vs. 18%)

58 %

33 %

24 %

23 %

23 %

20 %

19 %

18 %

15 %

13 %

10 %

7 %

Apps

Music

Clothes, shoes

eBooks / iBooks

Travel (hotel, train ticket, f light etc)

Food, groceries etc.

Event tickets

Take-away meal

Other

Toiletries, make-up, f ragrance

Video content

Charity donation

Mobile purchases



• Each purchase type is most popular with 18-34 year olds, although apps have a broader appeal than other items

68 %

45 %

35 %

30 %

26 %

24 %

21 %

26 %

12 %

20 %

14 %

8 %

54 %

31 %

20 %

21 %

23 %

19 %

18 %

13 %

16 %

11 %

10 %

6 %

48 %

13 %

9 %

16 %

16 %

11 %

16 %

15 %

16 %

4 %

3 %

4 %

Apps

Music

Clothes, shoes

eBooks / iBooks

Travel (hotel, train ticket, f light etc)

Food, groceries etc.

Event tickets

Take-away meal

Other

Toiletries, make-up, f ragrance

Video content

Charity donation

Mobile purchases18 – 34 35 – 54 55 – 64



Almost six out of ten (who have done some kind of mobile phone shopping) say they use their phone to research a product while in store. The under 55s are the most likely to do this.

The most common in-store mobile research activity is to visit price comparison sites, followed by visiting sites to read product reviews by other users.

58 % 58 % 58 %

66 %

57 %

39 %

Total Male Female 18 – 34 35 – 54 55 – 64

Proportion who use mobile to research products when in store


68 %

49 %

42 %

37 %

30 %

27 %

17 %

3 %

Visit price comparison sites

Read product reviews by other users

Check availability

Visit the website of the product/company making the item

Read product reviews by professionals

Find out more about the product (ingredients, ethical reputation)

Find out more about the retailer

Other

How products are researched on mobile when in store

Source: Lightspeed ResearchBase: Respondents who research on mobile when in store


• Visiting price comparison sites is popular across age groups, as is checking availability, and visiting the manufacturer's website.

68 %

55 %

42 %

37 %

34 %

32 %

20 %

2 %

68 %

47 %

41 %

37 %

30 %

24 %

17 %

2 %

65 %

37 %

43 %

40 %

19 %

24 %

11 %

6 %

Visit price comparison sites

Read product reviews by other users

Check availability

Visit the website of the product/company making the item

Read product reviews by professionals

Find out more about the product (ingredients, ethical reputation)

Find out more about the retailer

Other

How products are researched on mobile when in store

18 – 34 35 – 54 55 – 64

Source: Lightspeed ResearchBase: Respondents who research on mobile when in store


Convenience is the most cited reason for purchasing via mobile, either in general, or because the item was intended for the mobile.

51 %

31 %

13 %

12 %

10 %

10 %

9 %

9 %

4 %

It was the most convenient method

It was easier as the item was for my mobile (e.g. app, ringtone, iBook)

It was cheaper than elsewhere

I really like shopping on my mobile

Could not get to the store, or the store was closed

I got an of fer to my phone to use if I bought in store

I could only buy the item via mobile

I received a discount for using my mobile

Other

Reasons for making most recent mobile purchase on mobile rather

than via computer/tablet or in store



Websites are the most popular way to purchase via mobile, followed by apps.

• Websites are popular across all age groups, but apps are more popular with younger respondents.

53 %

39 %

3 % 4 %

Via a Website Via an App Via an SMS Other

Preferred way to purchase via mobile


50 %45 %

2 % 3 %

55 %

37 %

4 % 4 %

54 %

32 %

4 %9 %

Via a Website Via an App Via an SMS Other

Preferred way to purchase via mobile

18 – 34 35 – 54 55 – 64



PayPal is the preferred way to pay when shopping via mobile, followed by credit card. • Men are more likely than women to prefer to pay via credit card (36% vs. 27%). • 55-64 year olds are least likely to prefer to pay via PayPal (46% vs. 52%-54% of younger

respondents).

The majority are satisfied with their most recent mobile shopping experience - with little difference between age and gender groups. In fact just over one third (36%) say they were very satisfied with the experience.

52 %

31 %

7 %4 % 4 % 1 %

PayPal Credit card Add to my mobile phone

bill

Using a voucher/code

Other SMS charge

Preferred way to pay when purchasing via mobile


3 % 3 % 2 % 3 % 2 % 3 %

18 % 19 % 17 % 21 %16 % 20 %

79 % 78 % 81 % 76 % 82 % 78 %


Satisfaction with most recent purchase experience via mobile



For four in ten respondents (39%) a poor mobile purchasing experience would put them off using the same retailer again. Three in ten (31%) would use the same retailer, but would probably shop using another means.

For most respondents, ease and practicality of shopping via mobile or PC depends on the product or service being purchased (52%). However one in five (19%) say that a mobile is easier / more practical.

39 %

9 %

31 %

20 %

2 %

Yes No No, but I would probably shop

with them some other way, and

not use my mobile

Maybe Don't know

Would a poor mobile purchasing experience put you off using that

retailer again?


19 %

29 %

52 %

Yes No Depends on the specif ic product or service

Do you find making purchases via a mobile phone easier or more practical

than using a laptop?



• 18-24s are the most likely to say that mobile purchasing is easier/more practical than using a laptop

Just over half say that their mobile is well suited to making purchases. For those that think otherwise. Size, security and speed are the key issues.

24 %31 %

45 %

18 %

27 %

55 %

11 %

34 %

55 %

Yes No Depends on the specif ic product or service

Do you find making purchases via a mobile phone easier or more practical

than using a laptop?18 – 34 35 – 54 55 – 64


56 %

18 %

14 %

13 %

10 %

9 %

Yes

No, because it is too small

No, because it is less secure

No, because it is too slow

No, because it costs more in data/browsing

No, because it has poor internet connection

Is your mobile phone well suited for making purchases?



• Under 55s are the most likely to say their phone is suited to making purchases

57 %

16 %

14 %

14 %

8 %

10 %

61 %

17 %

12 %

14 %

9 %

8 %

40 %

24 %

20 %

12 %

18 %

10 %

Yes

No, because it is too small

No, because it is less secure

No, because it is too slow

No, because it costs more in data/browsing

No, because it has poor internet connection

Is your mobile phone well suited for making purchases?

18 – 34 35 – 54 55 – 64



Respondents are most likely to be interested in using their phone as a sat nav, followed by using it to pay for goods/services in a shop, and using it as an electronic ticket for public transport. Around one quarter would like to use their phone as an electronic key for their house or car.

48 %

41 %

40 %

38 %

34 %

34 %

29 %

24 %

17 %

12 %

Use it as Satellite navigation system

Use it to pay for goods and services in a shop

Use it as an electronic 'ticket' for public transport

Pay bills

Use it as a passport / identity document for travelling

Use it to locate your f riends / family / children in real time

Use it to monitor your home security system in real time

Use it as an electronic key for your house or car

Use it to monitor my children at home/school/nursery when I am at work

None of the above

Which of the following would you like to be able to do with your mobile phone?



• In general men are more interested in each of these functions than women.

53 %

44 %

42 %

39 %

39 %

36 %

36 %

29 %

15 %

10 %

44 %

39 %

38 %

38 %

29 %

31 %

21 %

19 %

18 %

14 %




Pay bills






None of the above


Male Female



• 55-64 year olds are the most likely to be interested in using their phone as a sat nav (53%) and as an electronic key for their house or car (31%).

47 %

42 %

45 %

43 %

33 %

34 %

27 %

20 %

20 %

10 %

48 %

42 %

39 %

37 %

35 %

33 %

29 %

25 %

17 %

13 %

53 %

40 %

33 %

31 %

35 %

33 %

32 %

31 %

8 %

14 %




Pay bills






None of the above


18 – 34 35 – 54 55 – 64



Respondents who did not want to use their phone to pay for goods/services in a shop were asked their reasons. Most (54%) say it would make people more likely to steal their phone, while just over one third don't trust the phone company with that amount of data (35%).

Although most respondents haven't spent more than £39 on a single mobile purchase (66%), one in ten say they have spent £100 or more. This increases to 14% of men.

54 %

35 %

24 %

20 %

20 %

It would make people more likely to steal my phone

I don’t trust the phone company with that much data

It would probably cost more to do this

I don’t trust the phone company to bill me correctly

It’s an invasion of privacy

Reasons people do not want to use mobile to pay for goods and services in a shop (via scanning it rather than using credit/debit card)

Source: Lightspeed ResearchBase: Respondents who do not wish to use their phone to pay for goods/services in a shop

46 %

20 %

13 %

6 %

5 %

10 %

Less than £20

£20 - £39

£40 - £59

£60 - £79

£80 - £99

£100 or more

Most ever spent on a single purchase via mobile



The jury is still out when it comes to the safety of mobile purchases vs. purchasing from a computer. Although a slight majority think mobile purchases are as safe (54%), 46% remain unconvinced. This increases to 64% of 55-64 year olds.

For more information please contact: Ralph Risk, Marketing Director, EMEA T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901 [email protected] | www.lightspeedresearch.com

54 % 53 % 54 % 59 % 56 %36 %

46 % 47 % 46 % 42 % 44 %64 %


Do you think purchasing via your mobile is as safe/secure as purchasing via a

computer? Yes No


Figaro Digital mobile shopping November 2012

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