November 5, 2014 § 1 Comment
It’s that time of year again! Black Friday is three weeks away and holiday season shoppers are raring to go—and they are using mobile devices like never before.
It’s no secret that time spent with digital devices has seen a significant shift over the past few years, with a very clear move from tethered devices to mobile devices. This shift has had a dramatic impact on consumer behavior—most notably in the fact that mobile devices (i.e., tablets and smartphones) are now an essential element of consumers’ shopping process whether at home or in a physical store location.
According to our latest Online Insights research report, this holiday season will very clearly be impacted by the rise of the “mobile consumer” and their use of mobile devices to research products and/or make holiday purchases. Case in point: two-fifths of respondents to our survey who use a smartphone and/or tablet to shop will use their mobile devices more this holiday season vs. 2013. Retailers will see the impact of purchases made via mobile devices, too. One-third of mobile users will make purchases directly on their device(s) this season.
The in-store experience will be impacted as well. Among consumers who turn to their mobile devices in physical retail locations to help with shopping, more than one-half research and compare prices of different stores—and two-fifths research and compare the features of different brands while inside stores. Beacons will definitely be a part of the experience: three-quarters of respondents who report receiving mobile push notifications for in-store promotions read the alerts when they come through, and two-thirds usually redeem what is being offered.
August 13, 2014 § Leave a comment
Earlier this week, I heard a story on NPR’s Morning Edition that made me think of our new Mobile Devices and Marketing Online Insights study. The NPR story — “Internet Sales Threaten Shopping Mall Culture” — drove home the point that online and mobile shopping is doing to malls today what malls did to the downtown and “main street” shopping experience in the ’50s and ’60s.
I can see that, sure. The Internet has steadily and increasingly affected brick-and-mortar stores since the mid-’90s. And lately when I go to the mall, it seems like I have a better chance of being walked into by an iPhone-engrossed teen than finding what I went there for in the first place. It makes me want to buy exactly what I need quickly and easily online — even if it means I need to pay for shipping or wait a couple of days.
Back to our study. Earlier this summer, we surveyed nearly 750 US online adults aged 18 or older to better understand the impact of mobile devices on consumer behavior. We covered a lot of ground and included questions about mobile usage at physical retail locations such as shopping malls.
Here’s some of what we found:
- Two-thirds (67.4%) of our respondents use mobile device apps and/or mobile browsers inside brick-and-mortar locations for shopping purposes — including one-half (48.4%) who say they frequently use devices to help them make purchasing decisions.
- More than two-fifths (44.7%) of respondents access coupons and/or sales promo codes on their devices inside physical retail locations.
- Two-fifths (39.6%) use devices inside locations to research/compare store prices, and 32.3% research and compare prices of different brands.
May 28, 2014 § Leave a comment
The summer 2014 movie season is here—and things are off to a Godzilla-level roaring start. According to Box Office Mojo, the four-day Memorial Day weekend brought in nearly $232 million gross for domestic releases.
Earlier this month, we surveyed 715 US online adults aged 18 or older to get a pulse on who intends to watch what in theaters this summer. Overall, two Marvel franchises top the list: one-third (33%) of respondents overall plan to see The Amazing Spider-Man 2 and another 33% say they will watch X-Men: Days of Future Past. Sure enough, X-Men—which opened on May 23—had a strong debut at $110.6 million gross, according to Box Office Mojo.
At 28.5%, Transformers: Age of Extinction comes in third among all respondents. It’s headed to theaters at the end of June. Unlike Spidey and Professor X and crew, the Autobots and Decepticons do not have universal appeal among men and women: 32% vs. 25% respectively plan to watch Transformers this summer. (See our chart below; click to enlarge.) The same holds true for a few other features: Rio 2 (20% men vs. 31% women); Godzilla (28% men vs. 19% women); Maleficent (15% men vs. 32% women); and How to Train Your Dragon 2 (13% men vs. 23% women).
An interesting side note for movie and entertainment marketers: according to 2014 research from the IAB and InMobi, US moviegoers “always” (30%) or “very often” (19%) use mobile phones to plan trips to the theater. Another 24% say they use their mobile phone “sometimes” to plan theater outings. Add those figures up and you’re talking nearly 3-in-4 movie goers. Bottom line: if mobile isn’t in your mix, it should be.
What are you planning to watch this summer?
January 29, 2014 § Leave a comment
“Super” Sunday is a few days away and the media buzz surrounding the Big Game is fast becoming a roar.
Whether you’re in it for the football, the commercials, the entertainment or ALL of it, chances are you know what you’ll be doing Sunday evening.
At the start of the season last September, I wrote a guest post for Venture Beat that touched upon how second screens (mobile devices) and football fans literally go hand-in-hand. Fast forward to this week, and Burst’s latest research—which takes a look at how digital media and devices impact the Big Game viewing experience—found that just under one-half of respondents will check their smartphone and/or tablet at least once during the event. Second screens are especially huge among 18-24 year-olds: 3-in-4 of them will be checking their device(s).
Check out our Big Game research summary and key findings here, and our infographic below—and enjoy Sunday!
January 24, 2014 § Leave a comment
Jump into the hot-tub time machine and travel back to an era when another Clinton had their eye on the White House. The line that defined the campaign for Bill Clinton was “It’s the economy, stupid”. Lets riff on that a bit today “It’s content, stupid”. Within the ad economy the conversation has turned very rapidly to the rise of the machine and programmatic buying. This is a healthy conversation as for a certain part of the marketing spectrum inefficiency is being rung out of the system – and marketers are able to capitalize on the full potential (efficient reach and frequency) of the digital medium. That said programmatic cannot support all marketers goals. Yes brand dollars will flow to programmatic – but brand dollars are not going to be cut off from more integrated digital executions.
So back to “It’s content, stupid”. Maximizing reach and frequency are very top of the marketing funnel strategies that build awareness – however to bring a brand into a consumers’ consideration set a brand has to deliver a much different “advertising” experience. This is where content comes to play. Brands have a lot of content, and the internet has a lot of content – and both are constantly creating and flowing content into the system. The beauty of the system is the simple fact that it encourages and entices sharing of content. Savvy brands are pushing their content out and pulling complimentary content in – no walls. By pushing content out brands are broadening the exposure of their assets to a much wider audience – and starting and building conversations with consumers. That is one step in how a brand moves from awareness to consideration.