Humans & marketing in de

mix

Humix session 22/10/2014

@HumixBE

Behavior

trends

The rise of the mobile shopper

- Mobile search behavior influences buying behavior on all channels. 93% of the mobile researchers buy their products, 82% of them in physical shops and 45% cross device.

- More than half of the “I want it now” audience that use their mobile for research purchase within the hour

- Smartphone users start searching more often in search engines than on branded websites or apps.

Source: Google/Nielsen “Path to Purchase”2014 © Humix, all rights reserved 3

In store smartphone usage

2014 © Humix, all rights reserved 4

- 84% of the mobile shoppers use their phones when they are in a physical shop.

- 1 out of 3 users prefers to use their smartphone to look for product information instead of asking a salesman in the store.

Source: Google Shopper Marketing Agency Council and M/A/R/C Research, ‘13

Informed & educated shoppers

2014 © Humix, all rights reserved 5

- Users are less brand loyal and decide more based on reviews, and product features

- The overload of information and opinions make the shopping process more complex

- Users highly appreciate good and neutral product information and will transfer this trust to the provider of the information

The evolution of

the SERP

2014 © Humix, all rights reserved 6

- Mobile surfing influenced SERP behavior- Users check more results during one session, but spend less

time on each result- Google search is used at some point in almost every purchase

decision process.

Source: “The evolution of google search results pages & their effects on human behavior.” Mediative

Mindless sharing

2014 © Humix, all rights reserved 7

Questions?

Info at humix dot be

@humixBE @lonnekespinhof