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On the Run: Using Smartphones to
Track Millennials Purchase Behavior
Jeff Scagnelli
Research Methods Center of Innovation
May 19, 2012
2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Acknowledgements
Thank You!
Justin Bailey
Michael Link
Karen Benzra
Hala Makowska
Title of Presentation
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
“Any snacks, drinks or meals that will be consumed within
one hour of purchase – no matter where they are bought.”
“Grab & Go” Moments Defined
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
–Measure immediate consumption behavior of Millennials (18-29)
–Mobile Surveys to log purchases “in the moment”
–Phones provided (LG Optimus Android)
–Conducted in Southern California, one month (2011)
–Recruitment through online sources (SSI, IAG, Nielsen Online)
–Primarily Banner ads or direct email
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What do Millennials purchase?
5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
What did they do?
Smartphone Survey Scanning
Scanning
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–Photos of purchase taken
–GPS captured at survey launch
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Data Collection
Valid Response: - Survey launched and completed within one hour
- Each section completed within 20 minutes
- 268 total participants (3559 responses)
Quantitative
• In the moment user initiated surveys
Qualitative
• 15 Interviews conducted (Directional Feedback)
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7
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Did activity decline?
4.333.38
2.63
2.90
.00
1.00
2.00
3.00
4.00
5.00
Week 1 (n= 1118) Week 2 (n= 881) Week 3 (n= 686) Week 4 (n= 774)
Submissions per respondent (mean)
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n = valid submissions per week
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How many items per trip?
1.00
1.50
2.00
Week 1 (n= 1118)Week 2 (n= 881)
Week 3 (n= 686)Week 4 (n= 774)
1.61
1.64
1.65
1.59
(Mean)
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n = valid submissions per week
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How long did a survey take?
6.19 6.14 5.87 5.76
.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Week 1 (n= 1118) Week 2 (n= 881) Week 3 (n=686) Week 4 (n= 774)
Co
mp
leti
on
Tim
e (m
ean
)(Minutes)
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n = valid submissions per week
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How long did item entry take?
1.15 1.09.93
.93
2.352.03 2.08
1.68
3.513.20 3.02
2.79
.00
1.00
2.00
3.00
4.00
Week 1 Week 2 Week 3 Week 4
Single Item
2 items
3 Items
Co
mp
leti
on
Tim
e
Minutes
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How long did item entry take? (Barcode)
58.2560.46
52.22
47.81
79.71
70.91
59.05
62.91
30.00
40.00
50.00
60.00
70.00
80.00
90.00
Week 1 Week 2 Week 3 Week 4
Barcoded Item
Non Barcoded item
Single Item (Seconds)
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Barcode vs. Non Barcode: Frequency
49.1%
50.9%
49.2%
45.4%
50.9%
49.1%
50.8%
54.6%
40.0%
42.0%
44.0%
46.0%
48.0%
50.0%
52.0%
54.0%
Week 1 Week 2 Week 3 Week 4
Barcoded Item
Non-Barcoded Item
Pe
rce
nta
ge
of su
rve
ys s
ub
mitte
d
Single Item
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9.2 %
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Where did they Complete?
360
264219 243
758
617
467531
0
100
200
300
400
500
600
700
800
Week 1 (32.2%) Week 2 (30%) Week 3 (31.9%) Week 4 (31.4%)
Survey Submitted from Purchase Location(Self-Report)
At Location
Away from Location
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31% completion at location
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Key Insights
1. Not a burden: Easy to do
2. Study length was just right: task and duration
3. Changes to behavior:
– Pressure to purchase more
– Changes due to awareness
4. GPS was not a privacy concern: Panelists were aware
– Concern about incorrect data
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Next Steps
1. Validate item data
– Code single item trip photos
2. Validate location data (self-report) vs. GPS data
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
One Respondent: 4 weeks
10/25 @ 11:43 PM, 7-11 10/27 @ 9:54 AM, C-Store 10/27 @ 2:01 PM, Other 10/27 @3:01PM, C-Store 10/28 @ 10:06 AM, 7-11
10/28; 12:01 PM, Other 10/28; 1:26 PM, Round Table Pizza 10/31; 10:05 AM, ampm 11/2; 9:57 AM, ampm 11/2, 5:28 PM, Ralph’s
11/6, 9:55 AM, 7-11 11/7, 10:32 AM, ampm 11/7, 1:41 PM, Ralph’s 1111, 10:31 AM, 7-11
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Contact Information
Jeff Scagnelli
Research Scientist
Nielsen
Email: Jeff.Scagnelli@nielsen.com
Phone: 813-366-4616
On the Run
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