CROSS-DEVICE CONSUMER BEHAVIOR IN THE US
1 like509 views
The document provides an analysis of US cross-device consumer behavior, highlighting that smartphone adoption continues to rise, constituting the majority of cellular devices in use. It outlines trends in mobile and multi-platform use, noting that mobile now represents a significant portion of total internet time and that mobile commerce is growing rapidly compared to total retail sales. Additionally, the report emphasizes the increasing importance of mobile marketing, with marketers focusing on engagement and lead generation as key objectives.
CROSS-DEVICE CONSUMER BEHAVIOR IN THE US
- 1. US CROSS-DEVICE CONSUMER BEHAVIOR by Matt Orban Technical Sales Engineer, Apsalar JUNE 2015
- 2. Born in Mobile. Built for Mobile.
- 3. 3Copyright © 2015 All rights reserved worldwide. | www.apsalar.com 3.0DEVICES PER PERSON US AVERAGE Source: Sophos 2014
- 4. 2011 2012 2014 2015 2013 35% 45% 56% 58% 64% 0% 20% 40% 60% Smartphone Adoption (US) 2011 2012 2014 2015 2013 10% 24% 34% 42% 53% 0% 20% 40% 60% Tablet Adoption (US) MOBILE DEVICES SHOW THE FASTEST CONSUMER PURCHASE/ADOPTION RATES IN HISTORY FOR ANY DEVICES 4Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Source:PewResearchCenterInternetSurvey,2014 0% 20% 40% 60% 0% 20% 40% 60%
- 5. 5Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Smartphones as a percentage of total US cellular phones 80% 70% 60% 50% 40% 30% 20% 10% 0% 2014 75% 2013 65% 2012 54% SMARTPHONES NOW REPRESENT THE VAST MAJORITY OF AMERICAN CELLULAR TELEPHONE DEVICES IN ACTIVE USE. Source: comScore 2015
- 6. 6Copyright © 2015 All rights reserved worldwide. | www.apsalar.com ONLY OVER 55s INDEX BELOW AVERAGE ON SMARTPHONE OWNERSHIP 140% 120% 100% 80% 60% 40% 20% 0% 120 18-24 121 35-34 114 35-44 100 45-54 86 55-64 58 65+ INDEX OF US SMARTPHONE PENETRATION BY AGE Source: Deloitte, 2014
- 7. 7Copyright © 2015 All rights reserved worldwide. | www.apsalar.com MOST FREQUENTLY USED SMARTPHONE FEATURES (BY NUMBER OF OCCASIONS) Texting Calling Web Browsing Email Social Media Taking Pictures Watching Video Games Using Maps Listening to Music 1 2 3 4 5 6 7 8 9 10 Source: Pew Research Center Internet Survey, 2014
- 8. 8Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Mobile Only Multi-Platform Desktop Only 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 9% 12% 68% 76% Dec 2013 Dec 2014 22% 12% Age 18+ 18% 21% 67% Dec 2013 Dec 2014 74% 15% 5% Age 18-34 5% 6% Dec 2013 Dec 2014 77% 84% 18% 10% Age 35-54 3% 6% Dec 2013 Dec 2014 57% 68% 40% 26% Age +55 Share of Demographic Audiences by Platform Usage VAST MAJORITY OF ALL KEY DEMOGRAPHICS BROWSE WITH MORE THAN ONE TYPE OF DEVICE. comScore 2014Source: comScore 2014
- 9. 9Copyright © 2015 All rights reserved worldwide. | www.apsalar.com MOBILE NOW REPRESENTS 60% OF TOTAL US CONNECTED TIME. APPS NOW REPRESENT 86% OF TOTAL MOBILE TIME AND A MAJORITY OF TOTAL CONNECTED TIME. PC Web, 40% Mobile Apps, 52% 8% MobileWeb, Percento f total US Internet time consumed bydevicetype Source: comScore 2014
- 10. 10Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Desktop TabletSmartphone 17% -1% 28% SMARTPHONE AND TABLET SEARCHES DRIVING MOST SEARCH CATEGORY GROWTH Y/Y Growth in Total Searches by Platform Source: comScore qSearch Multi-Platform, U.S., Q4 2014 Source: comScore 2014
- 11. 11Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Desktop TabletSmartphone 86% 52% 46% 48% 10%9% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Monthly Daily PC STILL ATTRACTS MORE VIDEO VIEWERS, BUT MOBILE PLATFORMS NOW MAKE A STRONG SHOWING Video Viewer Penetration by Platform: Monthly vs.Daily Source: comScore 2014
- 12. 12Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Portals Business Finance Entertainment - News Multimedia Retail Sports News Information Health - Information Lifestyles Personals Social Networking Online Gaming Weather Maps Photos 73% 70% 61% 61% 51% 50% 50% 48% 41% 38% 26% 13% 13% 10% 7% 27% 30% 39% 39% 49% 50% 50% 52% 59% 62% 74% 87% 87% 90% 93% Share of Content Category Time Spent by Platform Desktop Mobile DIFFERENT TYPES OF INFORMATION ARE CONSUMED DIFFERENTLY BY DEVICE TYPE Source: comScore 2014
- 13. 13Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Mobile Phones Users’ Regular In-Store Activities Based on a survey of more than 25,000 mobile phone users aged 15 and older in 23 countries 40% 40% 36% 29% February 2015 28% 23% 22% “When you are in a store, which of the following do you regularly do with your moble phone? Compare prices Contact friend or family for advice Take picture of pictures Take pictures of advertisements Scan barcodes or QR codes Buy products through an app Buy products through a website MOBILE ACTIVITIES THAT SMARTPHONE USERS ENGAGE IN WHEN SHOPPING AT RETAIL Source: GFK 2015
- 14. 14Copyright © 2015 All rights reserved worldwide. | www.apsalar.com 95DOWNLOADS PER SMARTPHONE Yahoo/Aviate 2014 APP DOWNLOADS PER DEVICE CONTINUE TO CLIMB
- 15. 15Copyright © 2015 All rights reserved worldwide. | www.apsalar.com mCommerce Share of Total Digital Commerce Dollars Source: comScore mCommerce Measurement 15.4% 13.0% 11.1%11.1%11.5%11.7% 10.8% 8.6% 10.5% 11.3% 9.8% 8.1% 9.3% 9.0% 8.8% 6.6% 5.8% 3.6% 2.4% 1.8% Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q2 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 mCOMMERCE SHARE OF eCOMMERCE CLIMBING RAPIDLY. Source: comScore 2014
- 16. 16Copyright © 2015 All rights reserved worldwide. | www.apsalar.com mCOMMERCE GROWTH 26X FASTER THAN TOTAL RETAIL SALES GROWTH AND ALMOST 6X ECOMMERCE GROWTH +2% Total Discretionary Retail eCommerce mCommerce +60% +50% +40% +30% +20% +10% +0% +9% +53% Q1 2015 Y/Y Retail Spending Growth by Channel Source: Dept. of Commerce, comScore e-Commerce Measurement Source: comScore 2014
- 17. Toys & Hobbies Video Games, Consoles & Accessories Jewelry & Watches Music, Movies & Videos Flowers, Greetings & Misc Gifts Event Tickets Digital Content & Subscriptions Sport & Fitness Apparel & Accessories Home & Garden Books & Magazines Total Digital Commerce Furniture, Appliances & Equipment Computer Software Office Supplies Consumer Electronics Consumer Packaged Goods Computers / Peripherals / PDAs General Services 37% 37% 31% 29% 26% 26% 24% 22% 19% 17% 17% 15% 15% 11% 10% 10% 9% 7% 3% 63% 63% 69% 71% 74% 74% 76% 78% 81% 83% 83% 85% 85% 89% 90% 90% 91% 93% 97% Desktop MobileSource: comScore 2014 Share of Digital Commerce Spending by Platform Source: comScore eCommerce & eCommerce Measurement, Q1 2015 mCOMMERCE SHARE OF TOTAL ECOMMERCE VARIES SIGNIFICANTLY BY CATEGORY 17Copyright © 2015 All rights reserved worldwide. | www.apsalar.com
- 18. 18Copyright © 2015 All rights reserved worldwide. | www.apsalar.com 32.0% 2013 36.5% 2014 40.5% 2015 44.5% 2016 Share of US Companies Using Mobile Coupons for Marketing Purposes, 2013-2016 % of total Source: eMarketer 2014 MOBILE COUPON ISSUANCE IS EXPLODING
- 19. 19Copyright © 2015 All rights reserved worldwide. | www.apsalar.com US Adult Mobile Coupon Users and Penetration, 2013 - 2016 MOBILE COUPON ISSUANCE IS EXPLODING Adult mobile coupon users % of digital coupon users % of mobile device users 28.4% 35.7% 41.2% 45.7% 61.4M 59.3% 70.0M 78.7% 76.5M 92.5% 82.0M 104.1% 2013 2014 2015 2016 Source: eMarketer 2014
- 20. 20Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Improve customer engagement Increase lead generation Increase brand awareness Increase website traffic Increase sales transactions Improve customer service Increase email opt-in list Increase SMS opt-in list 55% 40% 39% 36% 33% 26% 15% 8% Most Important Objectives for Mobile Marketing among global marketers using or planning to use mobile marketing ENGAGEMENT, LEAD GEN AND AWARENESS GROWTH ARE THE MOST COMMON OBJECTIVES FOR MOBILE MARKETING June 2014 Source: Ascend / Research Partners
- 21. CLICKS AND REDIRECTS ARE THE MOST COMMON MOBILE MARKETING KPIs 21Copyright © 2015 All rights reserved worldwide. | www.apsalar.com Clickthroughs Mobile site traffic Traffic pass-through to main website Text massage opens Ad impressions Leads generated via mobile eMail/other non-mobile sign-ups Content engagement Bar code/QR/tag scans App downloads Opt-ins to receive alerts, other massaging App engagement Incremental sales via Mobile Coupons/offer redemptions Type of device used to access mobile site/app In-store traffic Geographic location site/app accessed from Time of day mobile site or app accessed Other 58% 24% 12% 28% 24% 10% 37% 24% 10% 26% 15% 43% 24% 12% 27% 16% 11% 25% 15% Most Popular Mobile Marketing Metric Percent of respondents who use this metric May 2014 What metrics to you use gauge the impact of your/your clients; mobile marketing (Select all that apply.)”
- 22. 22Copyright © 2015 All rights reserved worldwide. | www.apsalar.com We often move from one screen to another while shopping 67% of us start shopping on one device and continue on another MOST CONSUMERS USE MULTIPLE DEVICES DURING THEIR BUYING PROCESS Source: Google, IPSOS 2013
- 23. 23Copyright © 2015 All rights reserved worldwide. | www.apsalar.com 61% Continue on a PC/Laptop 19% Continue on a Smartphone 10% Continue on a PC/Laptop 4% Continue on a Tablet 5% Continue on a Tablet 61% Start on a Smartphone 25% Start on a PC/Laptop 11% Start on a Tablet Consumers take a multi-device path to purchase MULTI-DEVICE USAGE VARIES BY CATEGORY Source: Google, IPSOS, 2013
- 24. 24Copyright © 2015 All rights reserved worldwide. | www.apsalar.com ABOUT APSALAR Apsalar, the leader in mobile data management, helps direct marketing brands get better marketing effectiveness by providing a mobile data management platform that delivers a true understanding of customer behavior in apps and across other marketing channels. The Apsalar Mobile DMP enables brands to measure marketing effectiveness, enhance, manage, enrich and segment profiles to build audiences, and easily and safely connect to other marketing partners so brands can confidently share their data and audiences. MOBILE DMP APSALAR ATTRIBUTION Collect and measure in-app consumer behavior and marketing performance. Measure every in-app action relevent to your buinesss APSALAR AUDIENCES Unite your first party data from all sources, enrich it with third party data, and build high performance marketing audiences APSALAR DATASYNC Easily and safely share customer audiences and data with your digital marketing platforms, including analytics, marketing automation, media companies and legacy DMPs Copyright 2015, Apsalar. All rights reserved. All other brand names mentioned herein are trademarks or registered trademarks of their respective companies.