Author: Mintel Group Ltd.
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Mobile Advertising and Shopping - US - July 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Mobile ad sales doubling annually
Figure 1: US mobile ad sales, 2010-13
Mobile shopping to reach $100 billion in 2017
Figure 2: US mobile shopping sales, 2011-17
The consumer
Tablets left at home
Figure 3: Locations where internet is accessed via smartphone, tablet, and PC, March 2014
Mobile social not nearly tapped out
Figure 4: Types of ads seen on a smartphone or tablet in past month, March 2014
Younger adults comfortable with mobile ads
Figure 5: Attitudes toward mobile ads, by age, March 2014
Weekly shoppers more comfortable still with mobile ads
Figure 6: Attitudes toward mobile ads, by frequency of online shopping, March 2014
PC shopping still dominant
Figure 7: Frequency of online shopping, smartphone vs tablet vs PC, March 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Attention Economy
Trend: Play Ethic
Trend: FSTR HYPR
SALES DATA
Key points
Mobile ad sales double in 2013
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
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
Key points
Device ownership and mobile web usage
Half of seniors own a smartphone or a tablet
Figure 12: Smartphone and tablet ownership, by age, March 2014
Figure 13: Smartphone and tablet ownership, by household income, March 2014
Figure 14: Smartphone and tablet ownership, by presence of children in household, March 2014
Tablets left at home
Figure 15: Locations where internet is accessed via smartphone, tablet, and PC, March 2014
Mobility for the young
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
Figure 18: Locations where internet is accessed via smartphone, by household income, March 2014
Showrooming
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
Figure 21: Interest in deals and new product announcements, April 2012-December 2013
Barcode scanning
Figure 22: Research conducted online while at a brick-and-mortar store in past month, by age, March 2014
LEADING COMPANIES
Key points
Amazon far in lead for mobile sales
Figure 23: US mobile shopping sales of selected retailers, 2012-13
MARKETING STRATEGIES
Amazon Dash and Firefly push Amazon sales
Figure 24: Amazon Dash promotional video, April2014
Gilt Groupe and HauteLook take to the air
Figure 25: Gilt Groupe TV ad, 2014
Figure 26: HauteLook TV ad, 2014
Apps
eBay
Figure 27: eBay app, 2014
Amazon
Figure 28: Amazon app screen shot, 2014
Walmart
Figure 29: Walmart app, 2014
Gilt Groupe
Figure 30: Gilt Groupe app, 2014
Cartwheel by Target
Figure 31: Cartwheel by Target app, 2014
Macy’s
Figure 32: Macy’s app screen shot, 2014
INNOVATIONS AND INNOVATORS
Amazon enters visual web with image recognition
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
Figure 34: Sears 5-Minute guarantee for store pick-up, 2014
PS DEPT. offers support
ATTITUDES TOWARD MOBILE ADS
Key points
Consumers still seek quid pro quo for phone ads
Figure 35: Attitudes toward mobile ads, March 2014
Men more comfortable with mobile ads
Figure 36: Attitudes toward mobile ads, by gender, March 2014
Age dominant feature of attitudes toward ads on phones
Figure 37: Attitudes toward mobile ads, by age, March 2014
REACH OF AND RESPONSE TO MOBILE ADS
Key points
Reach of smartphone ads and tablet ads similar
Figure 38: Types of mobile ads seen on a smartphone or tablet in past month, March 2014
Striking opportunities to reach younger adults
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
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
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
Figure 43: Response to mobile advertising, by age, March 2014
ONLINE AND MOBILE RESEARCH
Key points
Comparison of usage across devices
Figure 44: Devices used in past month to shop or conduct research online, March 2014
Figure 45: Locations where internet is accessed via tablet, by household income, March 2014
Younger adults conducting research via PC, phone, and tablet
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
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
Figure 49: Types of product research conducted online in past month on a smartphone, March 2014
25-34s in lead for smartphone research
Figure 50: Types of product research conducted online in past month on a smartphone, by age, March 2014
Capitalizing on commutes
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
Figure 53: Research conducted for last purchase made on a smartphone, by age, March 2014
Younger adults conduct more research on tablets
Figure 54: Research conducted for most recent purchase made on a tablet, by age, March 2014
FREQUENCY OF ONLINE AND MOBILE SHOPPING
Key points
Monthly online purchasing the norm
Figure 55: Frequency of online shopping, March 2014
PCs still carry the bulk of purchases
Figure 56: Frequency of online shopping, smartphone vs tablet vs PC, March 2014
Findings by gender, age, and income
Age and gender: smartphone shopping
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
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
Figure 61: Frequency of online shopping via PC, by gender and age, March 2014
Figure 62: Frequency of online shopping via PC, by age, March 2014
Frequency of online shopping by household income
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
Figure 65: Frequency of online shopping via PC, by household income, March 2014
THE FREQUENT SHOPPER
Key points
Purchasing behavior the most important piece of mobile segmentation
Figure 66: Types of product research conducted online in past month on a smartphone, by frequency of online shopping, March 2014
Figure 67: Response to mobile advertising, by frequency of online shopping, March 2014
Figure 68: Attitudes toward mobile ads, by frequency of online shopping, March 2014
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Asians and Hispanics more mobile friendly to ads and shopping
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
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
Additional tables by race and Hispanic origin
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
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
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
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
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
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
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
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
Figure 91: Locations where internet is accessed via smartphone, by presence of children in household, March 2014
Via tablet
Figure 92: Locations where internet is accessed via tablet, by presence of children in household, March 2014
Via PC
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
Figure 95: Attitudes toward mobile ads, by household income, March 2014
Reach of and response to mobile ads
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
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
Figure 101: Research conducted for last purchase made on a smartphone, by household income, March 2014
Via tablet
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
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
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
Figure 109: Research conducted for most recent purchase made on a PC, by age, March 2014
Frequency of online shopping
Via smartphone
Figure 110: Frequency of online shopping via smartphone, by gender, March 2014
Via tablet
Figure 111: Frequency of online shopping via tablet, by gender, March 2014
APPENDIX – TRADE ASSOCIATIONS

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