Mobile & Purchase Journey
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Mobile & Purchase Journey SPAIN
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Google ha hecho públicos los resultados del estudio “La importancia del móvil en el proceso de compra”, realizado para cuantificar el rol del smartphone en las diferentes fases de este proceso. En el plano local, y según el estudio, ya hay 22 millones de españoles (un 55%) que navega en Internet frecuentemente desde su smartphone, un 25% más que hace un año. De esos 22 millones, casi el 60% utiliza habitualmente el dispositivo en sus procesos de compra. Del informe se pueden extraer las siguientes conclusiones generales: Con independencia de la penetración de los dispositivos móviles en cada país, el smartphone se ha convertido en una herramienta clave, más que cualquier otro dispositivo, para optimizar el proceso de búsqueda de información para la compra. El smartphone comienza a canibalizar el uso del ordenador de mesa en todos los países. La búsqueda de productos a través del teléfono inteligente se produce en todos los sectores y específicamente en aquellos que son maduros digitalmente, como turismo y tecnología. En función del tipo de producto, el smartphone se utiliza en una u otra fase del proceso de compra. En relación a los cuatro sectores analizados específicamente, los datos más destacados del estudio son: La mayoría de los usuarios de smartphone prefiere recurrir a este dispositivo en la mitad del proceso de compra, justo entre la fase en que se empieza a pensar en el producto y el momento en que se compra o reserva el mismo. El porcentaje es del 80% en tecnología, 77% en comercio, 68% en viajes y 67% en entretenimiento y búsqueda local (de los consumidores que utilizan el dispositivo para la compra). Un 84% de los usuarios de smartphones adquirieron productos de la tipología “entretenimiento y búsqueda local” en el último año. Porcentajes similares se dan en comercio (82%) y algo inferiores en tecnología (72%) y viajes (62%). El precio de un determinado producto o servicio es el tipo de información más buscado en las cuatro áreas analizadas, seguido de la calidad o comportamiento del producto y recomendaciones/reseñas. El medio preferido a la hora de hacer las consultas siguen siendo los navegadores, utilizados para el 77% de las búsquedas de la tipología “entretenimiento y local”; el 69% para el sector de viajes; el 61% para comercio y el 57% para tecnología. Por su parte, la búsqueda a través de las aplicaciones se desglosa de la siguiente manera para los cuatro sectores: 53% comercio; 51% tecnología, 48% viajes y 39% entretenimiento y local.
Transcript of Mobile & Purchase Journey
Mobile & Purchase Journey SPAIN
Google Confidential and Proprietary 2 2
Google MPJ Region SEEMEA
Google Confidential and Proprietary 3 3
Google MPJ Region SEEMEA
Google Confidential and Proprietary 4 4
Google MPJ Region SEEMEA
Google Confidential and Proprietary 5 5
Google MPJ Region SEEMEA
Google Confidential and Proprietary 6 6
Google MPJ Region SEEMEA
Google Confidential and Proprietary 7 7
Google MPJ Region SEEMEA
We surveyed smartphoners and non-smartphoners
Q1: Age, gender and education
Base: Local population 18+
years
Smartphone users Non-smartphone users
%
years
Education
%
Middle/low
High
Middle/low
High
Who did we talk to?
Google Confidential and Proprietary 8 8
Google MPJ Region SEEMEA
How many are smartphoners?
Q12: Do you currently use a smartphone?
Base: Local population 18+
use a smartphone
and use on average
internet enabled
devices
Current smartphone usage
Who are the smartphoners?
Google Confidential and Proprietary 9 9
Google MPJ Region SEEMEA
How many use search engines on their different devices for general
online search?
QIA 1_1-_4: How often do you - through your web browser or apps - use search engines per device category?
Base: Local onliners 18+ who are (non-) smartphone users
Smartphone users Non-smartphone users
Who are the smartphoners?
Search engine used on a
desktop/tablet
Search engine used on a
smartphone
Search engine used on a
desktop/tablet
Google Confidential and Proprietary 10 10
Google MPJ Region SEEMEA
How is smartphone used for shopping in general?
Q26: When do you usually shop or search for shopping information on your smartphone?
Base: Purchasers in the last 12 months who use a smartphone
Do they use their smartphone while shopping?
Google Confidential and Proprietary 11 11
Google MPJ Region SEEMEA
How is smartphone used for shopping in general?
Q26: When do you usually shop or search for shopping information on your smartphone?
Base: Purchasers in the last 12 months who use a smartphone
Home
In a store
Public
transport
On the go
Source: OMP, IPSOS, Q1/2013
%
Do they use their smartphone while shopping?
Google Confidential and Proprietary 12 12
Google MPJ Region SEEMEA
How many purchased in the last 12 months the specific products?
Q10: When did you last [book/buy product]?
Base: Local smartphoners and non-smartphoners
Smartphoners
Non-Smartphoners
How do they shop for ...
Google Confidential and Proprietary 13 13
Google MPJ Region SEEMEA
Impulse or planned purchases? When did they start researching for
the product?
Q12: In TOTAL, when did you start informing yourself before you actually…?
Base: Product purchasers in the last 12 months
How do they shop for ...
Google Confidential and Proprietary 14 14
Google MPJ Region SEEMEA
Smartphoners - Online vs. Offline: where do they research?
Q13-Q15, Q17: Touchpoints used in the research phase
Base: Purchasers in the last 12 months
Online research Offline personal WOM
Desktop/ tablet only
Smartphone & desktop/ tablet
Smartphone only
How do they shop for ...
Google Confidential and Proprietary 15 15
Google MPJ Region SEEMEA
Non-Smartphoners - Online vs. Offline: where do they research?
Q13-Q15, Q17: Touchpoints used in the research phase
Base: Purchasers in the last 12 months
Online research Offline personal WOM
How do they shop for ...
Google Confidential and Proprietary 16 16
Google MPJ Region SEEMEA
How many smartphoners researched the product on their device?
Q13-Q15, Q17: Which information sources did you use (via your smartphone)?
Base: Purchasers in the last 12 months who use a smartphone
How do they shop for ...
Google Confidential and Proprietary 17 17
Google MPJ Region SEEMEA
How many smartphone researchers used search engines on their
device?
Q17: Did you use search engines on your smartphone?
Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least
for one product for their last purchase
How do they shop for ...
Google Confidential and Proprietary 18 18
Google MPJ Region SEEMEA
Google Confidential and Proprietary 19 19
Google MPJ Region SEEMEA
What sources of information are used when researching?
Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]?
Base: Product purchasers in the last 12 months
Smartphone users
Non-smartphone users
%
How do they shop for ...
Google Confidential and Proprietary 20 20
Google MPJ Region SEEMEA
What about smartphoners? On which device do they research online?
Q17: On which device(s) did you access the internet to [web search]?
Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile respectively online search at least
for one product for their last purchase
- Smartphone
How do they shop for ...
- Desktop/ tablet
%
Google Confidential and Proprietary 21 21
Google MPJ Region SEEMEA
What are the most influential sources of information on a
smartphone? Ranking of mobile touch points
1 2 3 4 5 6 7
Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]? Base: Product purchasers in the last 12 months
Q20: Please tick the most influential touch points.
Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least
for one product for their last purchase
How do they shop for ...
Google Confidential and Proprietary 22 22
Google MPJ Region SEEMEA
At which stage of the research process do smartphoners use their
device?
Q18: When did you use the information sources listed below? Some might be more often used at the beginning of the information phase, some more often
in-between the phase of collecting information and others shortly before the final decision. 5-point-scale
Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least
for one product for their last purchase
Smartphone Research
How do they shop for ...
%
Google Confidential and Proprietary 23 23
Google MPJ Region SEEMEA
Apps vs. mobile browser? Which one is used most?
Q21: You mentioned accessing the internet on your smartphone… Did you access it via an app on your smartphone or directly via the mobile internet
Base: Product purchasers in the last 12 months who use a smartphone and who performed mobile search at least
for one product for their last purchase
Product research on
smartphone - via apps
Product research on
smartphone - via browser
How do they shop for ...
Google Confidential and Proprietary 24 24
Google MPJ Region SEEMEA
Smartphone users
Non-smartphone users
What type of information do they look for when shopping?
Q19: Now please tell us what kind of information you got from each information source or touch point when you last [book/buy product]?
Base: Product purchasers in the last 12 months who used online touch points
%
How do they shop for ...
Google Confidential and Proprietary 25 25
Google MPJ Region SEEMEA
What about smartphoners? What type of information do they look
for on their different devices?
Q19: Now please tell us what kind of information you got from each information source or touch point when you last [book/buy product]?Base:
Product purchasers in the last 12 months who use a smartphone and who performed mobile or desktop search at least
for one product for their last purchase
- Desktop/ tablet
- Smartphone
%
How do they shop for ...
Google Confidential and Proprietary 26 26
Google MPJ Region SEEMEA
Do smartphoners do multiscreening when researching online for
product information?
Q23: Did you use more than one device to research? Q24: Did you watch TV and look simultaneously on another device for product information?
Base: Purchasers in the last 12 months who use a smartphone
Researched on a
smartphone/
desktop/tablet
parallel to TV
How do they shop for ...
Researched on
several devices
in parallel or
sequentially
Google Confidential and Proprietary 27 27
Google MPJ Region SEEMEA
How is research related to purchase?
Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]?
Q22: When you last [book/buy product], where did you actually purchase, book or order it?
Base: Product purchasers in the last 12 months
Purchased on a
smartphone
Purchased
offline
How do they shop for ...
Smartphone users Non-smartphone users
Purchased on a
desktop/tablet
Google Confidential and Proprietary 28 28
Google MPJ Region SEEMEA
Following a smartphone research, where is the purchase done?
Q13-Q15: Which sources of information did you seek out to help you with [book/buy product]?
Q22: When you last [book/buy product], where did you actually purchase, book or order it?
Base: Product purchasers in the last 12 months who use a smartphone
Purchased on
a smartphone
Searched on
a smartphone
Purchased on a
desktop/tablet
Purchased
offline
How do they shop for ...
Google Confidential and Proprietary 29 29
Google MPJ Region SEEMEA
They have a smartphone. Why don't they use it to research a
product?
Q25: Why didn’t you use your smartphone to get informed before you purchased the products shown below?
Base: Product purchasers in the last 12 months who use a smartphone
Not
convenient
Screen size too
small No internet usage on
my smartphone
Prefer another
device
How do they shop for ...
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