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Source: Placecast Harris Poll: The Alert, Shopper II, July 2010

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HAS CHILD IN HOUSEHOLD. TOTAL. HAS CHILD UNDER SIX. Looked for promotion codes/discounts when shopping online. Clipped and redeemed coupons from an insert in a newspaper. Clipped and redeemed coupons that arrived at my home (via postal mail or fliers).

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Presentation Transcript
slide1

HAS CHILD IN HOUSEHOLD

TOTAL

HAS CHILD UNDER SIX

Looked for promotion codes/discountswhen shopping online

Clipped and redeemed coupons from an insert in a newspaper

Clipped and redeemed coupons that arrived at my home (via postal mail or fliers)

Redeemed promotional/discount offers received via email from a retailer

Subscribed to receive promotional/ discount offers via email froma retailer

Signed up to receive coupons online(i.e., from Groupon, DealOn)

Signed up to receive text alerts from retailers/merchants

Mobile Marketing Q2 Report

Mobile Couponing 2011

It’s the economy

Families with young children tend to have increased promotional usage most – digital usage as common as traditional. Base: Those who have done more of the following in the past year:

Source: Placecast Harris Poll: The Alert, Shopper II, July 2010

slide2

SMARTPHONE

FEATURE PHONE

Mobile Marketing Q2 Report

Mobile Couponing 2011

Smartphones will be a majority in the U.S. by Q2 2012

Consumers are armed with in-store portable computers/potential coupon delivery devices. Projected smartphone penetration:

Projected

Based on survey data and projections. Source: Nielsen

slide3

FEATURE PHONE OWNERS

ALL SUBSCRIBERS

SMARTPHONE OWNERS

Mobile Marketing Q2 Report

Mobile Couponing 2011

Mobile media activities that relate to couponing have reached critical mass: SMS/MMS, email, apps, LBS

U.S. mobile media usage (past 30 days), Q4 2010; Yellow boxes note number of users for each activity.

152.3 M

90.8 M

83.2 M

71.8 M

52.4 M

50.0 M

42.3 M

Note: Location based services here refers to using anything from GPS on a phone to weather and entertainment info that are plotted to location – not specifically a “check in” service. Source: Nielsen

slide4

Mobile Marketing Q2 Report

Mobile Couponing 2011

Smartphone owners are using apps for shopping and couponing

Applications used on smartphones while shopping*:

*Base: those who have used a smartphone app/web browser while shopping. Q: Which of the following smartphone apps have you used in store when deciding to make a purchase or comparing products/services? Check all that apply.

Source: Chadwick Martin Bailey, Consumer Pulse, March 2011

slide5

Finding nearby stores

Comparing prices before shopping for an item

Researching product details

Comparing prices while shopping for an item in person at a store

Accessing deal of the day apps

Searching for product reviews/recommendations from a website

Mobile barcode scanning to compare prices

Purchasing an item online

Searching for product reviews/recommendations via a social networking site or app

Sharing product recommendations via email

Sharing product recommendations via a social networking site or app

None of the above

Mobile Marketing Q2 Report

Mobile Couponing 2011

70% of these consumers compare prices at least a couple times a month

Nearly half of smartphone owners are finding store locations while 30% access Daily Deal apps

Q: For which of the following have you used your smartphone? Percent of smartphone owners:

29% of ‘deal of the day’ app users use their phones to access deals every day

Source: comScore Survey, January 2011

slide6

Mobile Marketing Q2 Report

Mobile Couponing 2011

Mobile moms love those coupons…along with Groupon and retailer apps…she’s even barcode scanning in her spare time

Types of apps used by moms when shopping with a smartphone:

Of those that shop with their smartphones, 37% are using coupon apps

Source: Babycenter 21st Century Mobile Mom Report, March 2011

slide7

Mobile Marketing Q2 Report

Mobile Couponing 2011

Mobile users are starting to use mobile coupons

Notice the increase in activity among smartphone users. Q: Which of these have you ever done?

Source: Insight Express Digital Consumer Portrait, Q1 2011

slide8

Mobile Marketing Q2 Report

Mobile Couponing 2011

For text-alert marketing, grocery coupons garner the most interest

Restaurant chain promotions and entertainment are also highly sought by consumers. Base: Those at least somewhat interested in text alert marketing:

*Including gym services and/or nutritional supplements. Source: Placecast: The Alert Shopper II, Harris Poll, July 2010

slide9

Mobile Marketing Q2 Report

Mobile Couponing 2011

Text messaging is the preferred mode of receiving coupons on mobile

Both regular mobile users and smartphone users cite text messaging as a top preference, tied with using an app to find deals on their own. Q: How would you like to receive coupons on your mobile phone?

Source: Insight Express Digital Consumer Portrait, Q1 2011

slide10

MOBILE APP MEMBERS

TRADITIONAL MEMBERS

Mobile Marketing Q2 Report

Mobile Couponing 2011

Cellfire mobile users are incremental couponers

Q: How often do you use regular “paper” coupons (e.g. from the mail, newspaper, printable)?

Source: Cellfire/Market Dynamics survey of Cellfire users, February 2011

slide11

4

3

2

5-HIGHEST

Mobile Marketing Q2 Report

Mobile Couponing 2011

Cellfire mobile users cite convenience and environmental friendliness as top factors for usage

Q: Compared to other grocery coupons (e.g., from the mail, newspaper, printable, etc.), how would you rate Cellfire coupons on the following factors from 1-5, with 5 being the highest*?

Source: Cellfire/Market Dynamics survey of Cellfire users, February 2011; No users ranked any responses as ‘1’

slide12

+9.8%

Mobile Marketing Q2 Report

Mobile Couponing 2011

NCH: 2010 volume of coupons hits high of 332B

(Total U.S. CPG coupon distribution volume, in billions/all media)

+6.8%

+10.7%

+2.2%

-1.4%

+0.4%

Source: NCH Marketing Services

slide13

Mobile Marketing Q2 Report

Mobile Couponing 2011

There’s a lot at stake in the growing traditional couponing market: $451B in FSI dollars to drop 291B coupons

Free Standing Insert Couponing by the numbers:

Source: Kantar Media

slide14

Mobile Marketing Q2 Report

Mobile Couponing 2011

The Digital Coupon Ecosystem: Now add mobile complexity

slide15

Mobile Marketing Q2 Report

Mobile Couponing 2011

For marketers looking to deploy coupons through LBS there are some reach challenges. When will they get to the crucial 40M user mark?

% of U.S. population

82% use cell phones

71% use SMS

35% have apps

24% use apps

4% Use LBS

Source: Company reports as of 4/11;*Estimate based on typical active user base of any web-based media

Source: Pew September 2010