Table of Contents
Executive Summary
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- The market
- Mobile ad sales doubling annually
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- Figure 1: US mobile ad sales, 2010-13
- Mobile shopping to reach $100 billion in 2017
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- Figure 2: US mobile shopping sales, 2011-17
- The consumer
- Tablets left at home
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- Figure 3: Locations where internet is accessed via smartphone, tablet, and PC, March 2014
- Mobile social not nearly tapped out
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- Figure 4: Types of ads seen on a smartphone or tablet in past month, March 2014
- Younger adults comfortable with mobile ads
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- Figure 5: Attitudes toward mobile ads, by age, March 2014
- Weekly shoppers more comfortable still with mobile ads
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- Figure 6: Attitudes toward mobile ads, by frequency of online shopping, March 2014
- PC shopping still dominant
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- Figure 7: Frequency of online shopping, smartphone vs tablet vs PC, March 2014
- What we think
Issues and Insights
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- Are larger screens making mobile ads and shopping easier?
- The issues
- The implications
- Are mobile ads becoming more effective?
- The issues
- The implications
- Are smartphones the engine of growth for online sales?
- The issues
- The implications
Trend Applications
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- Trend: Attention Economy
- Trend: Play Ethic
- Trend: FSTR HYPR
Sales Data
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- Key points
- Mobile ad sales double in 2013
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- Figure 8: US mobile ad sales, at current prices, 2010-13
- Figure 9: US mobile ad sales as share of total online ad sales, 2010-13
- Mobile shopping sales set to double from 2014-17
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- Figure 10: US mobile shopping sales, at current prices, 2011-17
- Figure 11: US mobile shopping sales as share of total online shopping, 2011-17
Market Drivers
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- Key points
- Device ownership and mobile web usage
- Half of seniors own a smartphone or a tablet
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- Figure 12: Smartphone and tablet ownership, by age, March 2014
- Figure 13: Smartphone and tablet ownership, by household income, March 2014
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- Figure 14: Smartphone and tablet ownership, by presence of children in household, March 2014
- Tablets left at home
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- Figure 15: Locations where internet is accessed via smartphone, tablet, and PC, March 2014
- Mobility for the young
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- Figure 16: Locations where internet is accessed via smartphone, by age, March 2014
- Figure 17: Locations where internet is accessed via tablet, by age, March 2014
- Away from home smartphone usage rises with income
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- Figure 18: Locations where internet is accessed via smartphone, by household income, March 2014
- Showrooming
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- Figure 19: Checking online pricing for desired products seen in store, by age, April 2013-December 2013
- Figure 20: Checking online pricing for desired products seen in store, by household income, April 2013-December 2013
- Permission marketing
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- Figure 21: Interest in deals and new product announcements, April 2012-December 2013
- Barcode scanning
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- Figure 22: Research conducted online while at a brick-and-mortar store in past month, by age, March 2014
Leading Companies
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- Key points
- Amazon far in lead for mobile sales
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- Figure 23: US mobile shopping sales of selected retailers, 2012-13
Marketing Strategies
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- Amazon Dash and Firefly push Amazon sales
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- Figure 24: Amazon Dash promotional video, April2014
- Gilt Groupe and HauteLook take to the air
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- Figure 25: Gilt Groupe TV ad, 2014
- Figure 26: HauteLook TV ad, 2014
- Apps
- eBay
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- Figure 27: eBay app, 2014
- Amazon
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- Figure 28: Amazon app screen shot, 2014
- Walmart
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- Figure 29: Walmart app, 2014
- Gilt Groupe
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- Figure 30: Gilt Groupe app, 2014
- Cartwheel by Target
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- Figure 31: Cartwheel by Target app, 2014
- Macy’s
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- Figure 32: Macy’s app screen shot, 2014
Innovations and Innovators
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- Amazon enters visual web with image recognition
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- Figure 33: Amazon Dash, 2014
- Amazon builds relationship with Twitter
- PayPal launches biometric security
- Sears makes it easier to pick up online orders at stores
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- Figure 34: Sears 5-Minute guarantee for store pick-up, 2014
- PS DEPT. offers support
Attitudes toward Mobile Ads
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- Key points
- Consumers still seek quid pro quo for phone ads
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- Figure 35: Attitudes toward mobile ads, March 2014
- Men more comfortable with mobile ads
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- Figure 36: Attitudes toward mobile ads, by gender, March 2014
- Age dominant feature of attitudes toward ads on phones
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- Figure 37: Attitudes toward mobile ads, by age, March 2014
Reach of and Response to Mobile Ads
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- Key points
- Reach of smartphone ads and tablet ads similar
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- Figure 38: Types of mobile ads seen on a smartphone or tablet in past month, March 2014
- Striking opportunities to reach younger adults
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- Figure 39: Types of mobile ads seen on a smartphone in past month, by age, March 2014
- Figure 40: Types of mobile ads seen on a tablet in past month, by age, March 2014
- Family-friendly materials favorable
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- Figure 41: Types of mobile ads seen on a smartphone in past month, by presence of children in household, March 2014
- Tablet ads more likely to reach middle- and higher-income groups
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- Figure 42: Types of mobile ads seen on a tablet in past month, by household income, March 2014
- Younger age groups click, forward, and buy
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- Figure 43: Response to mobile advertising, by age, March 2014
Online and Mobile Research
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- Key points
- Comparison of usage across devices
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- Figure 44: Devices used in past month to shop or conduct research online, March 2014
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- Figure 45: Locations where internet is accessed via tablet, by household income, March 2014
- Younger adults conducting research via PC, phone, and tablet
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- Figure 46: Devices used in past month to shop or conduct research online, by age, March 2014
- Higher-income groups more likely to shop/research on tablets
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- Figure 47: Devices used in past month to shop or conduct research online, by household income, March 2014
- Figure 48: Smartphone and tablet ownership, by household income, March 2014
- Limited use of barcode scanning
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- Figure 49: Types of product research conducted online in past month on a smartphone, March 2014
- 25-34s in lead for smartphone research
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- Figure 50: Types of product research conducted online in past month on a smartphone, by age, March 2014
- Capitalizing on commutes
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- Figure 51: Types of product research conducted online in past month on a PC, by household income, March 2014
- Figure 52: Locations where internet is accessed via PC, by household income, March 2014
- Tablets for browsing
- Reading customer reviews
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- Figure 53: Research conducted for last purchase made on a smartphone, by age, March 2014
- Younger adults conduct more research on tablets
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- Figure 54: Research conducted for most recent purchase made on a tablet, by age, March 2014
Frequency of Online and Mobile Shopping
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- Key points
- Monthly online purchasing the norm
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- Figure 55: Frequency of online shopping, March 2014
- PCs still carry the bulk of purchases
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- Figure 56: Frequency of online shopping, smartphone vs tablet vs PC, March 2014
- Findings by gender, age, and income
- Age and gender: smartphone shopping
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- Figure 57: Frequency of online shopping via smartphone, by age, March 2014
- Figure 58: Frequency of online shopping via smartphone, by gender and age, March 2014
- Age and gender: tablet shopping
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- Figure 59: Frequency of online shopping via tablet, by age, March 2014
- Figure 60: Frequency of online shopping via tablet, by gender and age, March 2014
- Age and gender: PC shopping
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- Figure 61: Frequency of online shopping via PC, by gender and age, March 2014
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- Figure 62: Frequency of online shopping via PC, by age, March 2014
- Frequency of online shopping by household income
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- Figure 63: Frequency of online shopping via smartphone, by household income, March 2014
- Figure 64: Frequency of online shopping via tablet, by household income, March 2014
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- Figure 65: Frequency of online shopping via PC, by household income, March 2014
The Frequent Shopper
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- Key points
- Purchasing behavior the most important piece of mobile segmentation
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- Figure 66: Types of product research conducted online in past month on a smartphone, by frequency of online shopping, March 2014
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- Figure 67: Response to mobile advertising, by frequency of online shopping, March 2014
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- Figure 68: Attitudes toward mobile ads, by frequency of online shopping, March 2014
Impact of Race and Hispanic Origin
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- Key points
- Asians and Hispanics more mobile friendly to ads and shopping
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- Figure 69: Devices used in past month to shop or conduct research online, by race/Hispanic origin, March 2014
- Figure 70: Response to mobile advertising, by race/Hispanic origin, March 2014
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- Figure 71: Frequency of online shopping via smartphone, by race/Hispanic origin, March 2014
- Figure 72: Frequency of online shopping via tablet, by race/Hispanic origin, March 2014
Appendix – Other Useful Tables
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- Additional tables by race and Hispanic origin
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- Figure 73: Smartphone and tablet ownership, by race/Hispanic origin, March 2014
- Figure 74: Locations where internet is accessed via smartphone, by race/Hispanic origin, March 2014
- Figure 75: Locations where internet is accessed via PC, by race/Hispanic origin, March 2014
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- Figure 76: Frequency of online shopping via PC, by race/Hispanic origin, March 2014
- Figure 77: Attitudes toward mobile ads, by race/Hispanic origin, March 2014
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- Figure 78: Types of mobile ads seen on a smartphone in past month, by race/Hispanic origin, March 2014
- Figure 79: Types of product research conducted online in past month on a PC, by race/Hispanic origin, March 2014
- Frequency of online shopping
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- Figure 80: Smartphone and tablet ownership, by frequency of online shopping, March 2014
- Figure 81: Locations where internet is accessed via smartphone, by frequency of online shopping, March 2014
- Figure 82: Locations where internet is accessed via tablet, by frequency of online shopping, March 2014
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- Figure 83: Locations where internet is accessed via PC, by frequency of online shopping, March 2014
- Figure 84: Types of mobile ads seen on a smartphone in past month, by frequency of online shopping, March 2014
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- Figure 85: Types of mobile ads seen on a tablet in past month, by frequency of online shopping, March 2014
- Figure 86: Research conducted for most recent purchase made on a tablet, by frequency of online shopping, March 2014
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- Figure 87: Devices used in past month to shop or conduct research online, by frequency of online shopping, March 2014
- Figure 88: Types of product research conducted online in past month on a PC, by frequency of online shopping, March 2014
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- Figure 89: Types of product research conducted online in past month on a PC, tablet, or smartphone, by frequency of online shopping, March 2014
- Figure 90: Research conducted for most recent purchase made on a PC, by frequency of online shopping, March 2014
- Locations where Internet is accessed
- Via smartphone
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- Figure 91: Locations where internet is accessed via smartphone, by presence of children in household, March 2014
- Via tablet
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- Figure 92: Locations where internet is accessed via tablet, by presence of children in household, March 2014
- Via PC
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- Figure 93: Locations where internet is accessed via PC, by age, March 2014
- Figure 94: Locations where internet is accessed via PC, by presence of children in household, March 2014
- Attitudes toward mobile ads
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- Figure 95: Attitudes toward mobile ads, by household income, March 2014
- Reach of and response to mobile ads
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- Figure 96: Types of mobile ads seen on a smartphone in past month, by household income, March 2014
- Figure 97: Response to mobile advertising, by household income, March 2014
- Research
- Via smartphone
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- Figure 98: Types of product research conducted online in past month on a smartphone, by household income, March 2014
- Figure 99: Research conducted for last purchase made on a smartphone, by gender and age, March 2014
- Figure 100: Research conducted for last purchase made on a smartphone, by age, March 2014
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- Figure 101: Research conducted for last purchase made on a smartphone, by household income, March 2014
- Via tablet
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- Figure 102: Research conducted for most recent purchase made on a tablet, by gender and age, March 2014
- Figure 103: Research conducted for most recent purchase made on a tablet, by household income, March 2014
- Via PC
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- Figure 104: Types of product research conducted online in past month on a PC, by gender, March 2014
- Figure 105: Types of product research conducted online in past month on a PC, by age, March 2014
- Figure 106: Types of product research conducted online in past month on a PC, by gender and age, March 2014
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- Figure 107: Research conducted for most recent purchase made on a PC, by gender and age, March 2014
- Figure 108: Research conducted for most recent purchase made on a PC, by household income, March 2014
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- Figure 109: Research conducted for most recent purchase made on a PC, by age, March 2014
- Frequency of online shopping
- Via smartphone
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- Figure 110: Frequency of online shopping via smartphone, by gender, March 2014
- Via tablet
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- Figure 111: Frequency of online shopping via tablet, by gender, March 2014
Appendix – Trade Associations
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