InMobi's Report Preview of The role of mobile and it's influence on back to school shopping in UK

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As a brand marketer, many questions need answering before you plan your mobile marketing spend. The report answers some key questions on the shifting trends of back-to-school shopping, consumer behaviour on smartphones while shopping and the mobile media impact on their buying decision.
  • 1. The Role Of Mobile & Its Influence On Back To School Shopping | August, 2015
  • 2. 1. Research Objectives & Methodology 2. Key Findings 3. Current State of Back To School Shopping Behavior 4. Mobile Media In The Back To School Shopping Mix 5. Moms’ Back To School Shopping Behavior 6. Implications for Advertisers CONTENTS
  • 3. ABOUT THE RESEARCH As summer vacations come to an end and consumers begin to dish out dollars for Back to School shopping, brands and retailers have a significant opportunity to influence purchase decisions and learn from this consumer behavior. However, Brand marketers need answers to several questions before they can plan where to spend their mobile marketing dollars. What are the shifting trends in back-to-school shopping? How will consumers use their smartphones while shopping? Does mobile media impact their buying decisions? What role does mobile advertising play during shopping? In April 2015, InMobi surveyed over 220 mobile users in the UK to find out how they plan to shop for Back To School clothes and supplies this year. This research report details those findings. The Role Of Mobile & Its Influence On Back To School Shopping
  • 4. InMobi conducted research to understand the role of mobile devices and its’ influence on Back to School Shopping among UK consumers The main objectives of this study were to: • Look at how consumers currently engage with their mobile devices and how this is changing • Gain an in-depth understanding of consumer behavior when browsing and shopping for Back to School purchases • Identify mobile activities that could engage consumers and drive the trial and purchase of BTS items • Understand the impact of mobile advertising on the Back to School Shopping RESEARCH OBJECTIVE
  • 5. Respondents recruited via InMobi mobile ad network in the UK between April 23 - 14 June 2015 Results targeted and weighted to be representative of the UK mobile population Sample of n=220 UK mobile usersOn-device survey conducted over Kinesis Survey Platform RESEARCH METHODOLOGY
  • 6. KEY TAKEAWAYS
  • 7. • Back to School spending is relatively strong this year and outpaces holiday shopping o 22% of UK consumers plan to spend significantly more on Back to School shopping then on holiday shopping this year o Retailers can expect healthy spending on Back to School shopping this year, as 44% plan to increase their spend between $100 and $499 more compared to last year • Back to School is not a last minute shopping season o Nearly 58% of UK consumers begin shopping 3+ weeks before school starts • Department Stores rule Back to School shopping o Department Stores are the number-one shopping destination by far for Back to School shopping (20%), followed by Supermarkets (14%) and Office Supply stores (13%) • The Back to School shopping list o The top items on back-to-school shopping lists this year are: Clothing & Shoes (64%) , General School Supplies (58%), and Sporting and Fitness Goods (45%) Key Takeaways (1/2)
  • 8. • Mobile devices rules over PCs this Back to School shopping o 31% of respondents in the survey indicated that they plan to use their mobile devices to assist in Back to school browsing and buying processes and only 18% plan to use laptop • The top 5 activities which consumers use their web-enabled smart phones for in Back to School shopping includes o Use apps to research and compare price/products o Compare prices o Purchase Products o Research product information/reviews/general tips & info o Redeem coupons • 29% of consumers planned to use their smartphone to look for offers & mobile coupons while in a store, underscoring the continued importance of show-rooming for many retailers across a variety of retail categories • Ads with special deals and promotions, Ads that are targeted to recent back to school searches and Video Ads are the preferred ad types that consumers find useful during Back to School shopping Key Takeaways (2/2)
  • 9. BACK TO SCHOOL SHOPPING TRENDS - 2015
  • 10. 1 in 2 UK Consumers Will Shop for Back to School Q. Are you planning to go shopping for back-to school items this year? n = 220 respondents 75% of UK consumers plan on shopping for Back to School items this year 41% 34% 25% Definitely will Probably will Might or might not Planning to Shop for BTS Items
  • 11. Clothing & Shoes Tops Back To School Shopping Lists Q. What type of back-to-school items are on your shopping list this year? (Select all that apply) n = 220 respondents Types of back-to-school items on shopping list this year 22% 24% 29% 35% 37% 45% 58% 64% Dorm supplies, appliances or furnishings Toys Media & Entertainment Items (CD’s, Videos, iPod etc.) Consumer Electronics (Smartphone, Tablet, PC, Laptop, Smart watches etc.) Computer related equipment (USB flash drives, external hard drive, etc.) Sporting or Fitness Goods School supplies (books, paper, pens, backpacks etc.) Clothing and shoes • The top items on back-to-school shopping lists this year are: Clothing and Shoes (64%), School supplies (58%) and Sporting and Fitness Goods (45%)
  • 12. INFLUCENCE OF MOBILE MEDIA IN BACK TO SCHOOL SHOPPING
  • 13. Mobile Devices Will be the Preferred Shopping Companion For Back-to-School Q. How much of your back-to-school shopping (research/purchase) are you planning to do on mobile? n= 220 respondents % of Back To School Shopping Planning to Do On Mobile Device • 55% of consumers plan to do 25-74% of their back to school shopping using mobile device 3% 4% 6% 13% 19% 26% 29% 100% I will not be doing any back-to- school shopping on MOBILE this… 75%- 99% Less than 10% 10-24% 25-49% 50- 74%
  • 14. InMobi conducted research to understand the role of mobile among moviegoers in Australia Research Objectives 44% General tips & information 38% Official retailer apps 44% Product reviews & recommendations 50% Special Deals & Promotions for products 47% Local store hours & directions 39% Product information, photos, videos, and product availability Type of Information Found Useful When Researching For Back To School Shopping On A Mobile Devices Special deals & promotions, Local Store Hours & Directions are the important call to actions preferred in an mobile ad that aids in Back to School Shopping Q.What information would you find useful when researching a back to school item on your mobile device? Please select all that apply. n= 220 respondents 42% Customer support
  • 15. BACK TO SCHOOL MOBILE PATH TO PURCHASE – UK MOMS
  • 16. Clothing, School Supplies & Consumer Electronics Tops UK Moms Back To School Shopping Lists Q. What type of back-to-school items are on your shopping list this year? (Select all that apply) N = 36 respondents (UK Moms) Types of Back to School items on UK Moms shopping list 28% 31% 39% 42% 42% 42% 50% 53% Media & Entertainment Items (CD’s, Videos, iPod etc.) Dorm supplies, appliances or furnishings Toys Sporting or Fitness Goods Computer related equipment (USB flash drives, external hard drive, etc.) Consumer Electronics (Smartphone, Tablet, PC, Laptop, Smart watches etc.) School supplies (books, paper, pens, backpacks etc.) Clothing and shoes
  • 17. Insights: How do moviegoers in Korea use their smartphones for movies Preferred Mobile Ad Types 50% UK moms indicated that they plan to use their mobile devices to assist in BTS browsing and buying processes 28% UK moms plan do to 25-49% of their back-to-school shopping (research/purchase) on mobile 69% UK moms plan to use their mobile device while shopping in stores Smartphones Are Favorite Choice For UK Moms For Back To School Shopping Q. How will you shop for back-to-school items? Q. How much of your back-to-school shopping (research/purchase) are you planning to do on mobile? Q. How will you use your smartphone in stores while back-to-school shopping? N = 36 respondents (UK Moms)
  • 18. Want More? 27 Download the complete report NOW! Download the infographics NOW!
  • 19. InMobi enables the world’s leading brands, developers, and publishers to engage global consumers through mobile advertising. InMobi platforms leverage advances in big data, user behavior, and cloud-based architectures to simplify mobile advertising for its customers. Recognized by MIT Technology Review as one of the 50 Disruptive Companies, InMobi is the world's most powerful advertising platform, engaging more than 1 billion active uniques across 200 countries ABOUT INMOBI
  • 20. THANK YOU FOLLOW US ON: @inmobi facebook.com/inmobi linkedin.com/company/inmobi slideshare.net/inmobi REACH US AT: insights@inmobi.com www.inmobi.com/insights
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