mobile shopper research
DESCRIPTION
summary http://attrip.jp/82277TRANSCRIPT
![Page 1: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/1.jpg)
Mobile Shopper Research ȔȅǠȜƉDzșǼȆȢƉțǰȢǻȧ�¿ÎLJüèĩLJŕŒĴ;dž�ƩƮǗȔȅǠȜLJ�7���2012 �Ɖ12 Ç
![Page 2: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/2.jpg)
1 � ¿ÎLJǴȐȢǿȉǤȠȘȢDZȢLJƉ67% ƫSQǓǰȢȇǴLJŕ)ÖĽÃdž¿�ądž ȔȅǠȜĕÍƪǕÖĝǛĴƾǁƩǖƝ33% ƫƱǕdžŕ)ǎǂȔȅǠȜĕÍǂĴƾǁƦǗ�
2 � Ā�džánjǁƝf�LJǍƧƫSQLJŕ)ÖĽǓqųLJŕ)džƩƦǁȔȅǠȜĕÍǛ ǔǖĒØądž�ƾǁƦǗ
3 � Ơ�İ-ȣOřȤ�^ơ, ƠǾǴǪǿǼȋƪǕLJǥȠȚǠȠ�^ơƝƠȔȅǠȜƪǕLJǥȠȚǠȠ�^ơƫŕŒȋȞǶǴdžƩƮǗǒƾǃǒ�Ʀ�ŻǛ�ƨǗ�^
4 � ȔȅǠȜLjƝãǑǗ�^Ǔŕ)džyƵǗ3"�LJƇƦǞǪǶǴǛDŽƯǂǒ°�ƵǗ ƠǾǴǪǿǼȋLJ¬�ơǃƳǁ�ǚǘǁƦǗ�
5 � ƠȔȅǠȜ�ǂLJáŘÖĽơLjeƬDž�7ǛÓƻƳǁƦǗƞȔȅǠȜƪǕ�ǕǘǗ�LJSQǓ�İLJ�^LjƝüèĩdžyƳǁ�İ-Ĵ;džƩƮǗºƻDžĮÿǃũ¨ĬǛ�ƨǗ
6 �ů�LJ�Ʀ/ƥǎǖÖĽƳDžƦŒƦõȣǞȆȝȜƝƃ¹QƝȝǴǿȚȠĖȤdžƩƦǁƝ ȔȅǠȜLjǔǖċËąDžȌȃȉǟǼǿǛ�ǗćąLJƻǑdžèĄdž3þƱǘǁƦǗ ȣ ÕáŘƝǪȢȏȠLJ$kȡ3þƝY�ČņƝƩ�LJ_£ÖĝDžDŽȤ�
7 � ŕŒȋȞǶǴLJƩǔƹƉ1/3 LjƝȔȅǠȜƪǕLJÖĝƪǕiǎǗƞödžƝ½ĴůţLJŕ) ÖĽLJ?·LjȔȅǠȜƪǕLjƴǎǗƞ
ǣǫǷǪǽǟȊǰȐțȢ�
Ɛ�
![Page 3: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/3.jpg)
�×Ǔ|`×ĩLjƝ`�Ǔ3ĆǛ¬eƵǗƻǑdžƝ�Ơŕ)ȣÖĽȤĩLJ3"�ơǛģƨŮDžƭŜãƳǁƬƻ�
Ƒ�
ǦǡȠǹȢ�LJƩ�� ǶȜȉǰȢȇǴ� ǾǴǪǿǼȋǥȠȚǠȠ� ȔȅǠȜǥȠȚǠȠ�
One to
One
One to
Many
One to
One Anytime
One to
One Anytime
Anywhere
![Page 4: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/4.jpg)
¿LJüèĩLJŕ)ÖĽȋȞǶǴLjƝƱǎƲǎDžǻȕȃȜƪǕ�ƱǎƲǎDž�^LJ�ŻǛFƮDžƫǕƝǎƵǎƵķŶ=ƳǁƦǗ�
ƒ�
BRICK & MORTAR STORES
TELEVISION
INTERNET
FRIENDS & FAMILY
¥¥
![Page 5: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/5.jpg)
ȔȅǠȜǛ:Óądž�ƧƯǃǂƝŕ)ÖĽÃdžeŬLJ�^džŠƴƝƹǘǛŨÃąČdžø�ƵǗƯǃƫǂƬǗ�
Ɠ�
ǞȁȞǫƉ�DzșǼȆȢ�
ǥȠȚǠȠƉ�DzșǼȆȢ�
ȔȅǠȜ�ƜDzșǼȆȢ�
DzșǼȈȠǫLJ� �̂
}ŬƪƿŰp�
DzșǼȈȠǫLJ� �̂
ŏv�
DzșǼȈȠǫLJ� �̂
ŏvƪƿ�ŨÃąČ�
![Page 6: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/6.jpg)
¿LJŕŒĴ;džƩƦǁƝ6�^®ĝƉ(Zero Moment Of Truth) LJȉǢȢǵǛûĺƵǗƯǃƫūĸdžDžƾǁƬǁƦǗ
6
First Moment of Truth
Second Moment of Truth
Stimulus
ZMOT LJńĞdžƿƦǁLjƯƽǕǛBôƉȧƉwww.zeromomentoftruth.com
5ð�ȣ�×ƪǕLJ�NǓƉPRȤ�
ŕ)Ĵ;6LJ��^®ĝȉǢȢǵ�
�žǂLJqųLJ�ŕ)ȉǢȢǵ�
ĮmǂLJ3þȡ�êœȉǢȢǵ�
![Page 7: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/7.jpg)
When? ŕ)ǎǂLJǹǠȒȚǠȠƊÃŮŗƋ�
ŕ)��äpdžƩƦǁƝ�Ð[LJȐǴȓǾǟǞȡǥȠȚǠȠȡȔȅǠȜDžDŽƝDŽLJ�^ïƫèþƱǘǁƦǗƪȫ�
What? �^ïLJ3þ÷å�
ȔȅǠȜDzșǼȆȢLjƝŕ)ÃñƪǕŧǗǃƝDŽLJƭǕƦ6ƪǕÖĽƳiǑǁƦǗLJƪȫƉ�
DžƸƝDzșǼȆȢLjǠȠǹȢȃǼǿǂ�^ǛDŵƵǗLJƪȫ��DŽLJǔƧDž�^Ǜ�ǕLjãǑǁƦǗLJƪȫ�
Why? �^®ĝ�
How? �Ż��ÆğąDž��äpdžƩƦǁƝH�^ïLjDŽLJƭǕƦ�Ż8ƫƥǗLJƪȫ�
ȔȅǠȜDzșǼȆȢLjƝŕ)ÖĽȋȞǶǴdžƩƦǁƝDŽLJǔƧDžȅțǞȡŴsǃy�ƳǁƦǗƪȫ�
Why Not? ȅțǞȡŴs�
țǰȢǻŊƀȧ�ȔȅǠȜLJŕ)��äpNjLJ�ĘDž�ŻǛûĺƵǗƻǑdžƝ� W��LJǔƧDžțǰȢǻŊƀǛĿpƳƻ�
Who? ǾȔǫȚȉǟǼǪǴ� ¿LJȔȅǠȜDzșǼȆȢǃLjʼnƪȫ�2Ǔ�ƈdžǔǗŦƦLjƥǗLJƪȫƉ�
ƕ�
![Page 8: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/8.jpg)
ŋÔÙĸȧ�¿ÎLJüèĩȣǴȐȢǿȉǤȠȘȢDZȢȤLJŕ)��äpLJĴ;q ǛƝ�p�ąȡpŬądžŋÔȡĨxƵǗƻǑdžƝShopper Sciences Ďǃ+JǂƝ�2012 �Ɖ7 ÇƪǕƉ9 ÇdžƪƮǁ��LJƉ3 ƿLJǴǹǾǟǛq¼Ƴƻ
Ɩ�
ďƻƽLjƝƠǴȐȢǿȉǤȠǛ�ƾǁĶQǓǰȢȇǴǛ ŕ)ƳƻƯǃLJƥǗ�ơǃ ƉƠǎƼŕ)ƳƻƯǃƫDžƦƉ ǴȐȢǿȉǤȠȘȢDZȢơLJ HƟƪǕĈ¯ŃǛĪƬǎƳƻ
ďƻƽLjƝǴȐȢǿȉǤȠƫ�ƟLJDzșǼȈȠǫ�ƆǛ DŽLJǔƧdž��ƾǁƦǗLJƪǛ ûĺƵǗƻǑdžƝȔȅǠȜDzșǼȆȢǛŋÔƳǎƳƻ
ďƻƽLjƝ3 ƿLJ�ĸý×ƜƜȣ½ĴȡǞȆȝȜȡȝǴǿȚȠȤdž ƩƮǗDzșǼȈȠǫdzȕȢȂȢǛ şĴȡĺÒ0ÒƳǎƳƻ
< ȉǤȢǦǴǫȜȢȋǠȠǹȇȗȢ > � < U&A (�Ŏȡq ) džůƵǗǥȠȚǠȠŋÔ > < ȂȗȢȞȡDzșǼȆȢȡǥȠȚǠȠŋÔƉ>
![Page 9: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/9.jpg)
ǴȐȢǿȉǤȠȘȢDZȢLJƧƽƝÄßƪǕǴȐȢǿȉǤȠǛ�ƾǁ ŒƦõǛƳǁƦǗ�ȩ “ȔȅǠȜDzșǼȆȢ” LjƉ33%
Ɨ�
Q1a ƥDžƻLjƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��LJǔƧDž�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ�Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033)Ȫ�
• ǴȐȢǿȉǤȠǛ£ÈƳǁƦǗ • ǾǴǪǿǼȋǓȔȅǠȜǂ¿�ądžǠȠǹȢȃǼǿǛ3þƳǁƦǗ • ÄßƪǕȔȅǠȜǂŒƦõdžůƵǗ�^DŵǛĴƾǁƦǗ • ÄßƪǕȔȅǠȜȣǞȋțLjűƭȤǂĶQǓǰȢȇǴǛŕ)ƳǁƦǗ
ƌ,�ąDžpħ
67% ǴȐȢǿȉǤȠȘȢDZȢ�ǂȔȅǠȜǛŕ)ÖĽLJ�
Öĝdž�Ƨ�
33% ƌȔȅǠȜDzșǼȆȢ
![Page 10: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/10.jpg)
20%
�^Dŵ�
ŕ)�
25% 21% 24% 7% 7%
ȔȅǠȜDzșǼȆȢLJƉ79% LJŕ)ÖĽdžƩƦǁƝǥȠȚǠȠ�ȣǾǴǪǿǼȋȡȔȅǠȜȤƫ3þƱǘǁƦǗ
Q22a ƥDžƻƫĈśƉ1 �Ůdž��LJSQǓǰȢȇǴȣ13 ǦǽǯțȢȤǛŕ)ƳƻųLJ÷åǃƳǁƝƉƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞȨǴȐȢǿȉǤȠǂȃǼǿDzșǼȈȠǫǛƳǁƦǗ�ȩȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ
DzșǼȈȠǫdžƩƮǗƠǥȠȚǠȠȡǥȉȚǠȠLJĠǏIǚƷơLJ/úù�ȣ13 ǦǽǯțȢLJ�Z%Ȥ�
ƏƎ�
79% �ǥȠȚǠȠ� ǥȉȚǠȠ�
![Page 11: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/11.jpg)
ijƦ��LJ�ǍDŽƝȔȅǠȜDzșǼȆȢLJ7IƫƇƦƞ�ǎƻƝf�LJǍƧƫĀ�ǔǖǒcƦ'LƫǏǕǘǗ�
ƏƏ�
Q1a ƥDžƻLjƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��LJǔƧDž�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ�Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033Ȫ�
ȔȅǠȜ DzșǼȆȢ
ȄȠȡȔȅǠȜ DzșǼȆȢ
ȣǴȐȎȘȢDZȢȤ
34% 31% 27% 17%
66% 69% 73% 83%
20s 30s 40s 50s
41% 33% 32% 13%
59% 67% 68% 87%
20s 30s 40s 50s
![Page 12: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/12.jpg)
ȔȅǠȜDzșǼȆȢLjƝ¿�üèdžƩƦǁȔȅǠȜ�ǂ�ǔǖcƭLJĴ;ǛĴƾǁƦǗ�
ƏƐ�
Q1a ƥDžƻLjƝHĕÍȣȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPCȤǂƝƉ��LJǔƧDž�Ʀ»ǛƳǎƵƪƞƹǘƺǘƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ�Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033Ȫ�
ȔȅǠȜDzșǼȆȢ ȄȠȡȔȅǠȜDzșǼȆȢ ȣǴȐȎȘȢDZȢȤ
89% 79%
79% 52%
61% 46%
61% 50%
61% 41%
53% 34%
25% 13%
25% 12%
![Page 13: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/13.jpg)
ȔȅǠȜDzșǼȆȢLjƝŒƦõLJ�^DŵLJųƝ�ÛƟDžǡǢȊǰǠǿǛ3þƳǁƦǗ�
ÕáŘǰǠǿ ½Ĵ�û�LJǰǠǿ ǪǻǮȑǰǠǿ ǥȠȚǠȠDzșǼȈȠǫǰǠǿ
WEBȐǧdzȠǰǠǿ |`�Ȧzŭ�LJȎȢȒȍȢdz ȊȚȠȀȦȓȢǦȢLJȎȢȒȍȢdz ȊȞǫǰǠǿ
zŭ�^LJǰǠǿ
ĤIȏȢǹȜǰǠǿ SNS
ȂȗȢǴǰǠǿ
ÖĝǣȠdzȠ TWITTER
Q15a ƥDžƻƫȋȚǠȌȢǿǂSQǓǰȢȇǴLJŕ)ǛÖĽƵǗųƝƉDŽLJǰǠǿǛ3þƳǁ�^DŵǛƳǎƵƪƞƉĕÍưǃdžƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ�Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033Ȫ� ƏƑ�
ȔȅǠȜDzșǼȆȢ ȄȠȡȔȅǠȜDzșǼȆȢ ȣǴȐȎȘȢDZȢȤ
![Page 14: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/14.jpg)
ȔȅǠȜLJ3þLjƝ�^Dŵǒŕ)ǒƝ�dĮmǂƭƿǙƦǂƦǗǃƬdžǒƾǃǒè�=ƵǗ�
Əƒ�
Q5a ƥDžƻƫǴȐȢǿȉǤȠǂ��LJ�Ʀ»ǛƵǗLJLjDŽLJǔƧDž_źǓâƽLJǃƬǂƵƪƞƹǘƺǘƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ ƛȋȚǠȌȢǿǂLJ3þdžƿƦǁƩĨƨƭƼƱƦƞ ȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ�
10%
20%
30%
40%
50%
Ŗ��� ÊƃÃ� Š<ȡ�Šl��
ÂƃÃ� �LJ��¡Ã�
q�İLJ��žǂ�
Š<ȡ�Šl��
aƃÃ�Įmǂ�ƭƿǙƦǂ�ƦǗÃ�
)� ~w6�
ŒƦõLJ�^DŵLJƻǑdž ȔȅǠȜǛ�Ƨ7I
ŕ)LJƻǑdžƝ ȔȅǠȜǛ�Ƨ7I
ȔȅǠȜ�DzșǼȆȢLJ�ě?·ƫ�ǴȐȎǂLJ��^Dŵȡŕ
)ǛdĮmǂĴƾǁƦǗ�
![Page 15: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/15.jpg)
ƹLJĶQdžůƳǁƝ ƱǕdž�^DŵƳǔƧǃ�ƾƻ
ƹLJƩ�ǂ ŕ)ƵǗƯǃdžäǑƻ
ƹLJĶQǛ ǥȠȚǠȠǂŕ)ƵǗƯǃdžäǑƻ
ƹLJĶQǛ 2LJƩ�ǂŕ)ƵǗƯǃdžäǑƻ
¥
�İ-ǂLJȔȅǠȜ3þLjƝƹLJ_LJ�^DŵƼƮǂDžƭƝ ƱǎƲǎDžƪƻƽǂŕ)džĥƫǗ
15
38%
Q17b �-ǂŒƦõƳǁƦǗųdžƝ²�ŷŃLjŕ)LJ��äpdžDŽLJǔƧDž�ŻƫƥǖǎƵƪƞ�ȨŒƦõLJųdžƝǴȐȢǿȉǤȠǛ�-ǂ3þƳƻƯǃLJƥǗ�ȌȢǴȦn=690Ȫ
DETAILEDPRODUCTINFO
20%
10%
20%
�İ-ǂLJ�ȔȅǠȜ3þ�
![Page 16: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/16.jpg)
ȔȅǠȜDzșǼȆȢLjƝƠȝǴǿȚȠơǓƠÁāȡÁāƅơDžDŽLJ�ȞȢǦȜÖĝǛȔȅǠȜǂĒØądžĴƾǁƦǗ�
ƏƔ�
tŷĶQ� ȝǴǿȚȠ�½Ĵ� Áāȡ�Áāƅ�
CD/DVD
ǭȢȒÝVȡ�Ǹȉǿ�
ÅęȡȐȠǧ�ǞȆȝȜ�
ȝǴǿȚȠ� Áāȡ�Áāƅ�
ǞȆȝȜ�½Ĵ� tŷĶQ� =ĚQ�
CD/DVD
SQ4a ƥDžƻƫÄßƝȋȚǠȌȢǿǂ��LJSQǓǰȢȇǴǛŕ)ȣ3þȤǛÖĽƵǗųƝƉȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC Ǜ�ƾǁǠȠǹȢȃǼǿǂ�^DŵƳǁƦǗǒLJLjƥǖǎƵƪƞƉHĕÍưǃdžƥǁLjǎǗǦǽǯțȢǛƵnjǁƩũNJƭƼƱƦƞƉȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ�
ÅęȡȐȠǧ�
68% 61% 59% 57% 56% 53% 50% 40%
64% 49% 45% 41% 37% 35% 34% 29%
![Page 17: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/17.jpg)
ȔȅǠȜDzșǼȆȢLJqųLJŕ)džůƳǁLjƝ�ǾǴǪǿǼȋǃȔȅǠȜLJŮǂeƬDžǦǽǯțȢLJŦƦLjĹǕǘDžƦ�
Əƕ�
tŷĶQ�½Ĵ�
CD/DVD
ÅęȡȐȠǧ�ǞȆȝȜ�
ÅęȡȐȠǧ� tŷĶQ�
=ĚQ� CD/DVD
SQ5a ƥDžƻLjƝĈś1�ŮdžȋȚǠȌȢǿǂȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC ǛþƦƝȃǼǿDzșǼȈȠǫǂ��LJSQǓǰȢȇǴǛŕ)ƳƻƯǃƫƥǖǎƵƪƞ�ȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ�
ǞȆȝȜ� ÅęȡȐȠǧ� =ĚQ� ǭȢȒÝVȡ�Ǹȉǿ�
ƃQȡƄ¹�
½Ĵ�
ǭȢȒÝVȡ�Ǹȉǿ�
56% 46% 44% 40% 38% 35% 34% 28%
30% 26% 23% 23% 22% 16% 13% 13%
![Page 18: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/18.jpg)
ƏƖ�
ȔȅǠȜ�ǂLJƠ�^®ĝơƫƠŕ)ơNjĐĴƵǗ7IƫƇƦLJLjƝƠǞȆȝȜơƝƠ=ĚQơƝƠtŷĶQơ�
QS4a ƥDžƻƫÄßƝȋȚǠȌȢǿǂ��LJSQǓǰȢȇǴLJŕ)ǛÖĽƵǗųƝƉȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿPCǛ�ƾǁǠȠǹȢȃǼǿǂ�^DŵƳǁƦǗǒLJLjƥǖǎƵƪƉȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ�
SQ5a Ĉś1�ŮdžȋȚǠȌȢǿǂȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC ǛþƦƝƉȃǼǿDzșǼȈȠǫǂ��LJSQǓǰȢȇǴǛŕ)ƳƻƯǃƫƥǖǎƵƪƞƉƉ ȨȔȅǠȜDzșǼȆȢǂƝǴȐȎǂ�^DEƳǴȐȎǂŕ)Ƴƻ�ȌȢǴȪ�
ȔȅǠȜ�ǂ��^®ĝƪǕ�ŕ)džįǗ�
ǮȠȅȢdzșȠù�
58% 57% 55% 43% 38% 32% 25%
ǞȆȝȜ ½Ĵ =ĚQ tŷĶQ ǭȢȒÝVȡ Ǹȉǿ
CD/DVD ÅęȡȐȠǧ
41%
17%
35%
45%
26%
13%
29%
23%
10%
19% 19%
10% 4% 7%
![Page 19: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/19.jpg)
ǥȠȚǠȠŕ)džƩƮǗƠȔȅǠȜġÿơLJ7IƫƇƦLJLjƝ�ƠǞȆȝȜơƝƠ½ĴơƝƠÅęȡȐȠǧơ�
ƏƗ�
Q25a ƥDžƻLj��LJSQǓǰȢȇǴǛȆǸǮȠǂDŽLJƭǕƦLJſ�ǂŕ)ƳǎƵƪƞƉ(*·ȌȢǴȡSAȤ Q26a ƥDžƻLj��LJSQǓǰȢȇǴǛǴȐȢǿȉǤȠǂDŽLJƭǕƦLJſ�ǂŕ)ƳǎƵƪƞƉ(*·ȌȢǴȡSAȤ
ȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ
ǞȆȝȜ ½Ĵ =ĚQ tŷĶQ ǭȢȒÝVȡ Ǹȉǿ
CD/DVD ÅęȡȐȠǧ
36% 31% 31% 29% 28% 25% 22%
64% 69% 69% 71% 72% 75% 78%
![Page 20: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/20.jpg)
ƐƎ�
ȔȅǠȜDzșǼȆȢLJěƉ1/3 LjƝŕ)ÖĽȋȞǶǴdžƩƦǁƝ�²�ǰǠǿǔǖǒ²�ǞȋțǛ�ƦƻƦǃĨƨǁƦǗ
43%! ǰǠǿǔǖƵƾƬǖƳǁƦǗ
28%! ǔǖšƭĶQ�^džǞǪǶǴǂƬǗ
27%! ǰǠǿǔǖĿļƫIJƦ
24%! �Ʀ»ȣȁȇǭȢDzșȠȤƫǚƪǖǓƵƦ
21%! ǰǠǿdžLjDžƦöÈLJÝĭƫƥǗ
? ²�ǰǠǿǛ��ƦƻƦ�
36%
DŽƽǕǂǒǔƦ
31%
²�ǞȋțǛ��ƦƻƦ�
33%
33% ÕáŘLJǞȋț 20% |`�LJǞȋț 15% ȞǠȖțǽǟǦȢȀ
Q18b ²�ǓǹȊȝǼǿƉPC ǂǂDzșǼȈȠǫƵǗÃƝ²�LJǞȋțǒƳƭLj²�ǰǠǿLJDŽƽǕƫƩgǏǂƵƪȫȨ*·ȌȢǴȦn=H300Ȫ Q19b DžƸ²�ǰǠǿǔǖƝǞȋțǛgǜǂƩ�ƦdžDžǗLJǂƵƪȫȨQ18b ǞȋțũgĩȌȢǴȦn=229Ȫ Q20b ȔȅǠȜþLJDzșǼȈȠǫǞȋțLjƝ�ǛƩ�ƦǂƵƪȫȨQ18b ǞȋțũgĩȌȢǴȦn=229Ȫ
![Page 21: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/21.jpg)
f�LJȔȅǠȜDzșǼȆȢLjƝ�*ıądžȔȅǠȜÖĝǛĒØądžĴƧ�
ƐƏ�
tŷĶQ�ȝǴǿȚȠ� ½Ĵ� Áāȡ�Áāƅ�
�������
ÅęȡȐȠǧ� ǞȆȝȜ�
ȝǴǿȚȠ� Áāȡ�Áāƅ�
ǞȆȝȜ� ½Ĵ� ÅęȡȐȠǧ� tŷĶQ�=ĚQ�
�������
QS4a ƥDžƻƫÄßƝȋȚǠȌȢǿǂ��LJSQǓǰȢȇǴǛŕ)ȣ3þȤǛÖĽƵǗųƝƉȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC Ǜ�ƾǁǠȠǹȢȃǼǿǂ�^DŵƳǁƦǗǒLJLjƥǖǎƵƪƞƉHĕÍưǃdžƥǁLjǎǗǦǽǯțȢǛƵnjǁƩũNJƭƼƱƦƞƉƉȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ�
ǭȢȒÝVȡ�Ǹȉǿ�
70% 57% 50% 47% 44% 40% 32% 27%
57% 43% 42% 41% 38% 34% 34% 32%
![Page 22: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/22.jpg)
ȔȅǠȜDzșǼȆȢLJĀfŮǂƝ�ȔȅǠȜ�ǂLJŕ)ǦǽǯțȢdžö�ąDžŦƦƫƥǗ�
ƐƐ�
tŷĶQ�½Ĵ�
�������
ǭȢȒÝVȡ�Ǹȉǿ�
ÅęȡȐȠǧ� ǞȆȝȜ�
ǞȆȝȜ� ½Ĵ�ÅęȡȐȠǧ� tŷĶQ�=ĚQ�
������� =ĚQ�
ǭȢȒÝVȡ�Ǹȉǿ�
SQ5a ƥDžƻLjƝĈś1�ŮdžȋȚǠȌȢǿǂȆǸǮȠȦ²�ŷŃȦǹȊȝǼǿƉPC ǛþƦƝƉȃǼǿDzșǼȈȠǫǂ��LJSQǓǰȢȇǴǛŕ)ƳƻƯǃƫƥǖǎƵƪƞƉ ȨȔȅǠȜDzșǼȆȢȌȢǴȦn=316Ȫ ƛǾȢǹȧǦǽǯțȢ2LJĈśƉ1 ��-LJŕ)ġƆù�
ƃQȡƄ¹�
ƃQȡƄ¹�
25% 25% 23% 23% 17% 16% 12% 11%
38% 34% 28% 23% 21% 20% 11% 8%
![Page 23: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/23.jpg)
ŕ)ǎǂLJǹǠȒȚǠȠLjƝǦǽǯțȢdžǔƾǁÛƟƞ�ŕ)äpǎǂ·ƪÇƪƪǗDzșǼȈȠǫǒƥǘljƝ�ċÃŮǂoĢƵǗDzșǼȈȠǫǒƥǗ�
23 Q1b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢƣdžƿƦǁƩĪƬƳǎƵƞÆğądžŕ)ǛäpƵǗǎǂdžƝDŽLJƭǕƦLJËŮưÖĽdžDžǖǎƳƻƪȫ�
Ȩ*·ȌȢǴȦn=HƉ300Ȫ
![Page 24: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/24.jpg)
DzșǼȆȢLjƝǾǴǪǿǼȋ�ǂƥǙƧǃȔȅǠȜ�ǂƥǙƧǃƝƜƜƜƜƜƜƜƜƜƜƜƜJƴăTǛ©ƨƝƹLJėƨǛãǑǁƦǗ�
Ɛƒ�
Q3b ŕ)ǛÖĽƱǘǗųƝ,�ądžDŽǜDž�^ǛƩãǑǂƳƻƪȫH�^ïdžƿƦǁƝƹǘƺǘǂãǑǁƦƻ�^Ǜ¶ƨǁƭƼƱƦƞ �ƿLJ�^ïdžyƳǁķ·ǛƩũNJƦƻƼƮǎƵƞ�Ȩ*·ȌȢǴȦ=HƉ300 LJ-Ɲ�^ïưǃdž3þĩȌȢǴȪ
���������
������������
��� ���������
![Page 25: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/25.jpg)
ŕ)ÖĽȋȞǶǴdžƩƮǗ�^DŵdžƩƦǁƝ 1/3 ��LjȔȅǠȜƪǕiǎǗƞ ödž½ĴÖĝLjƹLJ?·ƫȔȅǠȜƪǕiǎǗ
25 Q2b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢKƣLJŕ)LJųƝDŽƧƦƾƻ�^ïǛ®ƳƻǖƝĹƿƮƻǖƝ3þƳƻǖƳǎƳƻƪȫƉ
Ȩ*·ȌȢǴȦn=HƉ300Ȫ Q4b ƹǘǂLjƝƯǘǕLJ�^ïǛƦƿ3þƳƻƪ¶ƨǁƭƼƱƦƞ <*·ȌȢǴȦn=HƉ300Ȫ
ŕ)ǛÖĽƳ�iǑƻǃƬ� ŕ)äp�
49%
42%
33%
![Page 26: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/26.jpg)
ǦǽǯțȢdžǔƾǁƝȔȅǠȜ�ǂãǑǕǘǁƦǗ�^LjĂDžǗƞödžȝǴǿȚȠÖĝǂLjƝǔǖq3ąDž�^ƫãǑǕǘǁƦǗ�
ƐƔ�
Q3b ŕ)ǛÖĽƱǘǗųƝ,�ądžDŽǜDž�^ǛƩãǑǂƳƻƪȫH�^ïdžƿƦǁƝƹǘƺǘǂãǑǁƦƻ�^Ǜ¶ƨǁƭƼƱƦƞ �ƿLJ�^ïdžyƳǁķ·ǛƩũNJƦƻƼƮǎƵƞ�Ȩ*·ȌȢǴȦn=HƉ300 LJ-Ɲ�^ïưǃdž3þĩȌȢǴȪ
7�ȡö2ǥȉǝȢ�
QŔ�
ȚȠǨȠǫ�
Ł1�
3ñȡ"Ć�
ö�ȡÝĭȡ�ĭ�
Õ� 61%
53%
52%
40%
24%
38%
34%
57%
48%
42%
39%
22%
36%
36%
23%
27%
38%
31%
16%
22%
28%
ȔȅǠȜ�ǂ�^DŵƱǘǗ-uƉTOP 3
![Page 27: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/27.jpg)
ŕ)ÖĽÃLJ�^DŵdžƩƮǗ�^ïdžƿƦǁƝ ȍǠȀ/ǥǡȠȀ/DzǢǞȀ/ǞȢȠȀȡȓǾǟǞƉ(POSEM) LJ 11 0ƁdžíƾǁƝIļƉ60 ��LJ�^ïǛ0ÒƳƻ
v���yp�dov~}X[
t��p���m:[
t��p���mv��vX[
y��r�|�m�RL'0X[
'02&f��|`}��y������vmg[
'02&f��|`}��y������vmv��vX[
�������u�fyp�`��m�JX[
t��p�`9�m(EX[
�����6f�����|`��m�JX[
�H�i��f�����<�m@n\
t��p�`;�i<Acbfx���m@n\
t��p��,��mg[
*D3���z�ft��p������<�mg[
9�dIYk��z�T��X[�,mt��p�`g[
�G��s���dc][�MRRe Nm^V[�1<�m^V[�GSjt��p��`"8mhj][
9�dIYk��w��s������~�|���m:[
�qp}��vLGoogle+L�p���/fSNS`9�dIYk�.m:[9�d^R_�Ga>X[
9�d^R_‘�H�’a>X[9�d^R_�$a>X[
�G��$T!]_Rk9�m�][�=X[
�GdCR+m�U�]_hj][Oo���fgP
�Gf)%m=-X[Oo���fgP
K?;������m@n\
#4;������m@n\
#4��� F��{m:[
K?��m:[�@n\
�������u�Sjf�p�v����m5�`�Va][
�����6Sjf�p�v����m5�`�Va][
�����6SjfE���dQ][��m@n\�������u�SjfE���dQ][��m@n\Zf9��y��}T1�Wl_R[{���p���d X[
{���p���`B��a>X[
{���p���`Zf9�m=X_g[
�
�p�v����
p���
t��p��7
t��p���{��
t��p���{��
A�u;�agWd�¡�6<uBd
�¡���uBd
��|hctjNbsEu>Wd
A�jNbs��|��u>Wd
��� �¤���uBd
���¤£���5�~�¤¢h��£���¤�uBd
(�OEh��uld
(�OEh��u~��~ad
w��u�ed
��y �y�jw~��ad
(�hA�jNbs��¤��¤ u�_ ed
(�jLqtg\d��¤��¤ jK�ad
�¤�¤�£QR�¤�u(�h�}�¢ad!h�,adrS¡��¤bsdnSA�k7u)ed
�M£�+Zqb^j�x¤���~uoqXdnSA�k7u)ed
(�OEu�egS0J/Cad
A�¡��¤uFm£'bdnj(�OEu�ed
(�u�eg�?£���k�$u`qj/:ad
(�hA�k��,2p|���¢u|¢�y¢h�{�~ad
I�/CagWsA�jfWgk"�p#Bu>]dnSGZjOEad
(�h¥�¤ Sw��S��¤��¤ S9h¦3|�v¤p~¤�¢u�%aS
(�hY�j‘�{�~y¢’uad(�hA�£�¤��k�5uBd
z{��y��¥|¢�y¢����S9¦hQ��¤��& =iEad
�PhH��iEad
�PhA����¤�uBd
�Ph�y�¤�£�x��¡yuBd
OEhQ��¤��& �£H��iEad
*@�4�h�¢�¡��£��uBdT*@klU
�Ph1-uD8adTw�¡ klU
��}¢[.gWs1-u�{�~adTw�¡ klU
�Ph1-uBdTw�¡ klU
Y�kzx¢�zjVs��uBdT¡���¢klU
��h��k�x��¡yuBdT¡���¢klU
��h���¤p���¤wy��uBdT¡���¢klU
¡���¢h�¢� uDRadT¡���¢klUI
�¡�
��|
��
��y
��¤
Ɛƕ�
![Page 28: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/28.jpg)
16.2 13.3
7.3
28
�^ïLJǦǽǯțȢ2�Z3þ·�
ȔȅǠȜDzșǼȆȢLjƝŕ)LJ��äpǛĴƧdžƥƻǖƝ�ķ·LJ�^ïǛ3þƳǁƦǗ�
Q2b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢKƣLJŕ)LJųƝDŽƧƦƾƻ�^ïǛ®ƳƻǖƝĹƿƮƻǖƝ3þƳƻǖƳǎƳƻƪȫƉȨ*·ȌȢǴȦn=HƉ300Ȫ
![Page 29: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/29.jpg)
8% 15%
22% 33%
38% 54%
32% 34%
38% 39%
41% 49% 50%
53% 54%
58% 19% 20% 20% 21%
23% 24%
26% 29% 30% 30%
ǡǢȊǰǠǿ�ȣǥȠȚǠȠǻȕǼǿƝĖȤǂƂrǰȢȇǴ«�ĩ
ŷŃǂƂrǰȢȇǴ«�ĩȡő`RǃŃƳƻ�
�žǂő`RǃŃƳƻ�
�žǂçÉǛłĊƳƻ�
�žǂǰǠȃȢdzȡǾǟǴȋȝǠǛĹƻ�
�žǂĹƻȣȆȠȉȝǼǿȡçÉȡȓȂȗȢDžDŽȤ�
ǥȠȚǠȠǂľǓŁŌDžDŽLJǮȓȠǿǛňǜƼ�
²�ŷŃǂ�NǛĹƻ�
²�Ǜ�ƾǁƝ�İȡ|`�LJ_£ǛÖĝƳƻ�
ĶQdžƿƦǁt¾ǃŃƳƻ�
êœĩȡȘȢDZȢLJǥȠȚǠȠȝȇȗȢȡŁ ǛĹƻ�
|`�Ǔ�İLJȎȢȒȍȢdzǂ�^ǛDŵƳƻ�
²�ŷŃǛ�ƾǁƝĶQǛáŘÖĽƳƻ�
ǥȠȚǠȠǂĶQǛáŘÖĽƳƻ�
ȊȚȠȀȡȓȢǦȢLJǰǠǿǂ�^ǛDŵƳƻ�
ÖĝǣȠdzȠǛ�ƾǁƝÖĝƳƻ�
ȊȚȠȀȡȓȢǦȢƪǕLJǺǠȝǪǿȓȢȜǛĮmǂFƮEƾƻ�
ºĪľȡȝȇȗȢǛňǜƼ�
ǽȝȇ�NǛĹƻ�
ºĪ�NǓ§ŚǻȚDzǛĹƻ�
ŶŅ�NǛĹƻȡňǜƼ�
ÖĝĢÓLJȍȢdzǂǴȏȠǰȢ�NȡțȠǪǛĹƻ�
ŶŅľȡȝȇȗȢǛňǜƼ�
ǥȠȚǠȠ�NǛĹƻ�
ȊȚȠȀȡȓȢǦȢȡȝǴǿȚȠƪǕŝǕǘǁƬƻEȓȢȜĹƻ�|`�ȡ�İȡ½Ĵ�û�ƪǕŝǕǘǁƬƻEȓȢȜǛĹƻ�
ZMOT ȣ6�^®ĝȤȉǢȢǵdžƩƮǗ�^Dŵè;ƫ ǒƾǃǒèĄ
29
5ð ȣ�×ƪǕLJ�NǓƉPRȤ
FMOT
ZMOT
Q2b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢKƣLJŕ)LJųƝDŽƧƦƾƻ�^ïǛ®ƳƻǖƝĹƿƮƻǖƝ3þƳƻǖƳǎƳƻƪȫƉȨ*·ȌȢǴȦn=HƉ900Ȫ
ÖĝǣȠdzȠǛ�ƾǁƝÖĝƳƻ
ȊȚȠȀȡȓȢǦȢȡȝǴǿȚȠƪǕŝǕǘǁƬƻEȓȢȜĹƻ |`�ȡ�İȡ½Ĵ�û�ƪǕŝǕǘǁƬƻEȓȢȜǛĹƻ
�žǂĹƻȣȆȠȉȝǼǿȡçÉȡȓȂȗȢDžDŽȤ ¥
![Page 30: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/30.jpg)
ƵnjǁLJǦǽǯțȢǂƉZMOT ȉǢȢǵLJ�^®ĝLjèĄƞ ȝǴǿȚȠÖĝLjƝFMOT ǂLJ�^®ĝǒØǑǁèĄ�
30
74% 98% 51%
¥
72% 92% 59%
¥
39% 76% 81%
¥
5ð� ZMOT� FMOT�Q2b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢKƣLJŕ)LJųƝDŽƧƦƾƻ�^ïǛ®ƳƻǖƝĹƿƮƻǖƝ3þƳƻǖƳǎƳƻƪȫƉ
Ȩ*·ȌȢǴȦn=HƉ900Ȫ
![Page 31: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/31.jpg)
31
ƥǗ�^ïLJĒØąDž3þƫƝ�ƶƳǒƹLJ�^ïLJ ŕ)��äpNjLJ�Ʀ�ŻǛ�PƵǗǃLjŰǕDžƦ
![Page 32: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/32.jpg)
�^ïLJƠƙĜƚ�Ż�Ɖ(Net Influence)ơdžůƵǗ0Ò
�^ïàdžŕ)Ãdž�ŻǛFƮƻ�IƦǛƉ10 ßŲǴǬȢȜǂīEȧ
1 = *ƭ�ŻǛFƮDžƪƾƻ Ɯ10 = Ź�dž�ŻǛFƮƻ
�Ż�ǛĹǗųƝƇƦŁ LJ7IǛĹǗƼƮǂLjƝūĸDžǾȢǹǛĹŞƵGĭ�ƫƥǗƞ �^ïdžǔƾǁLjƝ�Ĺƫĉƾƿdž7ǘǗ_IǓƝȃǧǽǟȊŁ ƫȏdzǽǟȊǔǖcƭkYƵǗ_Iǒ ƥǖ�ǗƞƹLJƻǑƝ�Ż�Ǜ0ÒƵǗųdžƠƇƦǴǮǞȣ8ȬƉ10 ñȤơȥƠ�ƦǴǮǞȣ1ȬƉ3 ñȤơLJ �0ǛþƦǁƹLJƠĜ�Ż�ȣNet InfluenceȤơǛŋnjƻƞ�
ȃǧǽǟȊDž�Ż
• DzșǼȆȢLjƝƹLJ�^ïƜƪǕ�ŻǛFƮDžƪƾƻ
• DzșǼȆȢLjƝƹLJ�^ïdžȃǧǽǟȊDžAŐǛƾƻ
ȏdzǽǟȊDž�Ż
• DzșǼȆȢLjƝƹLJ�^ïƜƪǕ�ŻǛFƮƻ
• DzșǼȆȢLjƝƹLJ�^ïdžȏdzǽǟȊDžAŐǛƾƻ
ƙĜƚ�Ż�
• ƇƦǍDŽIJƦ�^ïǃƳǁņǑǕǘǗ
• %ƫƙǷȞƚdžśƦǍDŽƝ�Ż8ƫȏdzǽǟȊȡȃǧǽǟȊǂJđ�ǃƦƧƯǃƞĉƾƿdž7ǘǁƦǗ_IǒƥǗ
ƑƐ�
![Page 33: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/33.jpg)
Ơ�^ïLJ3þùǃƙĜƚ�Ż�ơdžůƵǗĺŇ�
3þùǃƙĜƚ�Ż�ǃLJů#ƘƉ�
3þùǃ�Ż�LJǩȕǼȋLjƝƹLJ�^ïLJȆȉǤȢȐȠǴLJ�ƱǛĵƳǁƦǗǃJÃdžƝ�Ż�LJµUÝ�LJŽ\ȡ�ǛčƳǁƦǗ�
ƙĜƚ�Ż�ȧ H�^ïƫƝŕ)äpdžƜƜƜƩƦǁƝDŽLJƭǕƦ�ŻƳƻƪLJ�IƦ
ƇȆȉǤȢȐȠǴLJ�^ïȧƉ�Ż8LJƇƦ�^ïƞh�džƳǁƯLJ�^ïLJ3þùǛƇǑǁƦƮǗƪƫūĸ
�ȆȉǤȢȐȠǴLJ�^ïȧ 3þùdžánjƝ�Ż�ƫ�Ʀ�^ïƞh�dž�Ż�ǛƇǑǁƦƮǗƪƫūĸƞ
�^ï3þùȧ DzșǼȆȢƫŒƦõLJųdž�^ïǛ3þƳƻ7I
ȏdzǽǟȊDž�Żȧ DzșǼȆȢLjƝƹLJ�^ïƪǕ�ŻǛFƮƻƝƥǗƦLjƝȏdzǽǟȊDžAŐǛƾƻ
ȃǧǽǟȊDž�Żȧ DzșǼȆȢLjƝƹLJ�^ïƪǕ�ŻǛFƮDžƪƾƻƝƥǗƦLjƝȃǧǽǟȊDžAŐǛƾƻ
ƑƑ�
![Page 34: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/34.jpg)
�^ïLJƠƙĜƚ�Ż�ơ0ÒƪǕLJĄĹ
1 ŕ)ÖĽȋȞǶǴdžƩƦǁƝ�Ż8LJƇƦ�^ïLJ��Ɖ3 ƿLjƝ Ơ�İ-/Oř (ǞȆȝȜDzșǼȋƝȝǴǿȚȠƝ½Ĵ�û�LJ�žDžDŽȤơƝƠǾǴǪǿǼȋƉȣ�ıȡǸȢDzȕȜȤƉơƝƠȔȅǠȜơǂƥǗƞ�
2 ŕ)ÖĽĩƫȔȅǠȜ�ǂÆǒãǑǁƦǗ�^LjƝƠ�ĔLJ�^ơƝƠêœĩȡ3þĩLJȝȇȗȢơƝƠċËądž�ƨǗ�^Ɖȣ ÕƝY�ÈòƝǪȢȏȠDžDŽȤơƉǂƥǗƞ
3 ȔȅǠȜǂȏdzǽǟȊDž�Żƫü¢ƱǘǗLJLjƝŕ)ĩĮǕƫù(ƳǁSQǛáŘÖĽƳƻǖƝ�^®ĝƳƻǖƝǪȢȏȠǛ$kƳƻǖ�ƾƻǖƝƩ�LJ_£ǛŋnjǗDžDŽƝƠŕ)ÖĽĩƫ�{ÜǛ±ƾǁƦǗǃƬơ ǂƥǗƞ
4 ȔȅǠȜǂȃǧǽǟȊDž�Żƫü¢ƱǘǗLJLjƝ�×Ǔ|`&ƫ Ơȣ��džȤ!)ƳǁƬƻȡªƳ)ƾǁƬƻǃƬơǂƥǗƞ �ƨljƝ̦ōȡòů#LJȓȢȜǓēĄąDž�NDžDŽǂƥǗƞ
Ƒƒ�
![Page 35: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/35.jpg)
�^ïLJ3þùȡ�Ż�Ɖ(+/-)ȧ3 ǦǽǯțȢ�Z
35
17%
7%
15%
23%
38%
42%
54%
49%
80%
81%
67%
2%
1%
3%
4%
8%
11%
19%
19%
34%
35%
33%
-3%
-1%
-2%
-3%
-6%
-6%
-6%
-5%
-20%
-15%
-8% 25%
20%
14%
14%
13%
5%
2%
1%
1%
0%
-1%
�İ-ƉƍƉOř�
ǾǴǪǿǼȋȡ�ı�
ȔȅǠȜ�
ǾǴǪǿǼȋȡǸȢDzȕȜ�
ǥȉȚǠȠȡǸȢDzȕȜ�
A4�N�
ǺǠȝǪǿȓȢȜ�
ǽȝȇ�
ǠȌȠǿ�
Țdzǥ�
�b�N�
��������� ��������� ���� �� ����
Q2b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢKƣLJŕ)LJųƝDŽƧƦƾƻ�^ïǛ®ƳƻǖƝĹƿƮƻǖƝ3þƳƻǖƳǎƳƻƪȫƉȨ*·ȌȢǴȦn=HƉ300Ȫ
Q5b H�^ïƫDŽǘƭǕƦ�Ż8ƫƥƾƻƪdžƿƦǁƩėƨƭƼƱƦƞȨH�^ï3þĩȌȢǴȪ
![Page 36: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/36.jpg)
�^ïLJ3þùȡ�Ż�Ɖ(+/-)ȧ½Ĵ
36
20%
24%
9%
30%
50%
47%
51%
61%
60%
85%
94%
3%
4%
3%
6%
12%
14%
19%
23%
24%
43%
48%
-4%
-3%
-1%
-4%
-9%
-8%
-8%
-5%
-6%
-22%
-20% 28%
21%
18%
18%
11%
6%
3%
2%
2%
1%
-1%
ǾǴǪǿǼȋȡ�ı
ȔȅǠȜ ǾǴǪǿǼȋȡǸȢDzȕȜ
ǥȉȚǠȠȡǸȢDzȕȜ
�İ-ƉƍƉOř�
A4�N
ǺǠȝǪǿȓȢȜ
ǽȝȇ
Țdzǥ
ǠȌȠǿ
�b�N
��������� ��������� ���� �� ����
Q2b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢKƣLJŕ)LJųƝDŽƧƦƾƻ�^ïǛ®ƳƻǖƝĹƿƮƻǖƝ3þƳƻǖƳǎƳƻƪȫƉȨ*·ȌȢǴȦn=HƉ300Ȫ
Q5b H�^ïƫDŽǘƭǕƦ�Ż8ƫƥƾƻƪdžƿƦǁƩėƨƭƼƱƦƞȨH�^ï3þĩȌȢǴȪ
![Page 37: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/37.jpg)
�^ïLJ3þùȡ�Ż�Ɖ(+/-)ȧǞȆȝȜ
37
18%
23%
7%
45%
14%
46%
42%
52%
83%
85%
58%
2%
2%
1%
8%
4%
13%
14%
21%
36%
35%
34%
-4%
-3%
-1%
-7%
-2%
-5%
-5%
-6%
-20%
-14%
-4% 30%
21%
16%
15%
9%
8%
2%
1%
0%
-1%
-2%
�İ-ƉƍƉOř�
ǾǴǪǿǼȋȡ�ı
ȔȅǠȜ ǾǴǪǿǼȋȡǸȢDzȕȜ
ǥȉȚǠȠȡǸȢDzȕȜ
A4�N
ǠȌȠǿ
ǺǠȝǪǿȓȢȜ
Țdzǥ
ǽȝȇ
�b�N
��������� ��������� ���� �� ����
Q2b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢKƣLJŕ)LJųƝDŽƧƦƾƻ�^ïǛ®ƳƻǖƝĹƿƮƻǖƝ3þƳƻǖƳǎƳƻƪȫƉȨ*·ȌȢǴȦn=HƉ300Ȫ
Q5b H�^ïƫDŽǘƭǕƦ�Ż8ƫƥƾƻƪdžƿƦǁƩėƨƭƼƱƦƞȨH�^ï3þĩȌȢǴȪ
![Page 38: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/38.jpg)
�^ïLJ3þùȡ�Ż�Ɖ(+/-)ȧȝǴǿȚȠ
38
13%
3%
12%
4%
10%
25%
57%
27%
52%
51%
81%
0%
3%
2%
5%
23%
10%
19%
20%
48%
-1%
-2%
-1%
-4%
-17%
-3%
-11%
-5%
-13% 35%
15%
8%
7%
6%
1%
1%
1%
1%
0%
-1%
��������� ��������� ���� �� ����
�İ-ƉƍƉOř�
ǥȉȚǠȠȡǸȢDzȕȜ
ǾǴǪǿǼȋȡ�ı
ǾǴǪǿǼȋȡǸȢDzȕȜ
ȔȅǠȜ A4�N
�b�N
ǠȌȠǿ
ǽȝȇ
Țdzǥ
ǺǠȝǪǿȓȢȜ
Q2b ƥDžƻƫÆśŕ)ƱǘƻƢHǦǽǯțȢKƣLJŕ)LJųƝDŽƧƦƾƻ�^ïǛ®ƳƻǖƝĹƿƮƻǖƝ3þƳƻǖƳǎƳƻƪȫƉȨ*·ȌȢǴȦn=HƉ300Ȫ
Q5b H�^ïƫDŽǘƭǕƦ�Ż8ƫƥƾƻƪdžƿƦǁƩėƨƭƼƱƦƞȨH�^ï3þĩȌȢǴȪ
![Page 39: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/39.jpg)
�Ż�LJƇƦȔȅǠȜ�LJ�^ïLjƝ�ǦǽǯțȢdžǔƾǁeƬƭĂDžǗ�
39
21% 22%
24% 24%
44%
Sent a picture of product to friends/family for feedback
Used phone to retrieve and use a stored offer or coupon
Used phone to check for availability or additional options
Called someone to get their opinion
Comparison shopped using my mobile phone
18% 19%
22% 24%
33%
Used a mobile phone to read / find product
Used phone to check for availability or additional
Took a picture of the product to share / review
Used phone to retrieve and use a stored offer or
Comparison shopped using my mobile phone
18% 21% 22%
30% 37%
Comparison shopped using my mobile phone
Sent a picture of the product to friends / family for
Used a mobile phone to read / find product reviews
Called someone to get their opinion for an item you
Used phone to retrieve and use a stored offer or
²�Ǜ�ƾǁƝĶQǛáŘÖĽ�
ĶQdžƿƦǁLJ�ĹǛǒǕƧƻǑdžʼnƪdžŷŃƳƻ�
ö2ǥȉǝȢǓǪȢȏȠǛE�ƳƝ�ƾƻ�
ĶQLJY��^ǓǥȋDzșȠǛČņƳƻ�
CťǓt¾ƪǕȉǟȢȀȅǼǪǛǒǕƧƻǑdž.ĉǛŝƾƻ�
Q5b H�^ïƫDŽǘƭǕƦ�Ż8ƫƥƾƻƪdžƿƦǁƩėƨƭƼƱƦƞ10 ßŲǂƝ1ƫƠÆǒ�Ż8ƫƇƦơƝ10 ƫƠÆǒ�Ż8ƫ�ƦơǃDžǗǔƧƩėƨƭƼƱƦƞ��*·ȌȢǴȦn=HƉ300 LJ-Ɲ�^ïưǃdž3þĩȌȢǴȪ
²�Ǜ�ƾǁƝĶQǛáŘÖĽ�
ö2ǥȉǝȢǓǪȢȏȠǛE�ƳƝ�ƾƻ�
�ǂ+ÈƳƻǖȝȇȗȢƵǗƻǑdžĶQLJ.ĉǛ³ƾƻ�
ĶQLJY��^ǓǥȋDzșȠǛČņƳƻ�
ĶQȝȇȗȢǛňǐȡ®ƵƻǑdž²�Ǜ�ƾƻ�
ö2ǥȉǝȢǓǪȢȏȠǛE�ƳƝ�ƾƻ�
ĶQdžƿƦǁLJ�ĹǛǒǕƧƻǑdžʼnƪdžŷŃƳƻ�
ĶQȝȇȗȢǛňǐȡ®ƵƻǑdž²�Ǜ�ƾƻ�
CťǓt¾ƪǕȉǟȢȀȅǼǪǛǒǕƧƻǑdž.ĉǛŝƾƻ�
²�Ǜ�ƾǁƝĶQǛáŘÖĽ�
14% 21%
AVG ALL SOURCES
AVG MOBILE SOURCES
�^ï*� LJ�Z%�
ȔȅǠȜ LJ�Z%�
16% 16%
AVG ALL SOURCES
AVG MOBILE SOURCES
�^ï*� LJ�Z%�
ȔȅǠȜ LJ�Z%�
25%
6%
AVG ALL SOURCES
AVG MOBILE SOURCES
�^ï*� LJ�Z%�
ȔȅǠȜ LJ�Z%�
![Page 40: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/40.jpg)
ȔȅǠȜǂLJŕ)džƿƦǁLjƝ�óƱǎƲǎDžȅțȖȢƫ kYƳǁƦǗƞȘȢDZȢǠȠǹȢȉǢǠǴLJȔȅǠȜȣǴȐȎȤ ÆŨ=Lj�ż
ƒƎ�
Q28a ƥDžƻƫǴȐȢǿȉǤȠǂSQǓǰȢȇǴǛŕ)ƳDžƦûÿLj�ǂƵƪƞƥǁLjǎǗǒLJǛƵnjǁƩũNJƭƼƱƦƞ Ȩ¿�ądžǠȠǹȢȃǼǿǛ3þƵǗǴȐȢǿȉǤȠȘȢDZȢȌȢǴȦn=1,033) �
44% 25% 24% 54% 33% SQLJ�
ńĞ�^ƫ�ĹǀǕƦ�
ÕǓ�ǥȋDzșȠLJ�áŘƫƳǀǕƦ�
ǪȝdzǼǿǦȢȀ��^Ǜ¥ƧƯǃ�NjLJ�n�
ǴǪțȢȠLJ�ǰǠǵƫ�|ƱƦ�
¸jLJ)8ƫ�ƳǀǕƦ�
![Page 41: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/41.jpg)
Winning over
mobile shoppers
What are your plans?
![Page 42: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/42.jpg)
ŋÔÙĸ�
�^DŵǓŕ)ȣäìȤǃƦƾƻƠŕŒĴ;džƩƮǗȔȅǠȜLJ�7ơLJûĺǛëǑǗƻǑdžƝShopper Sciences Ďǃ+JǂŋÔq¼
ŋÔćą
• ȔȅǠȜǃŕ)ȋȞǶǴǃLJů#ǛÀǕƪdžƵǗ • ��ƦDzșǼȈȠǫÚŢȣǣǮDzǴǽȒȤdžƩƮǗȔȅǠȜLJ�ĦǀƮǛûĺƵǗ • ��äpȋȞǶǴdžƩƮǗȔȅǠȜġÿLJ�^ïLJ�7ǛÀǕƪdžƵǗ • ŕ)ÖĽĩƫƝDŽLJȔȅǠȜġÿLJ�^ïȣC�ȡt¾LJ9ĻƝǥȠȚǠȠǸȢDzȕȜȃǼǿȟȢǪ�ǂLJ��LJ�ĹƝǥȠȚǠȠȝȇȗȢDžDŽMǐȤǛƝŕ)ȋȞǶǴLJDŽLJÃñǂƝ DŽLJƭǕƦèþƳǁƦǗLJƪǛûĺƵǗ
• ȔȅǠȜġÿLJH�^ïLJƝŕ)äpNjLJ�Ż�ǛŬądžÖŀƵǗ • êœĩƫƹLJȊȚȠȀǛ´ƵǗƝƥǗƦLjĒØądžȏdzǽǟȊdž��džDzǢǞƵǗ ƬƾƪƮǓûÿǛëƭûĺƵǗ
42
![Page 43: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/43.jpg)
ŋÔ¤æ
1. ȉǤȢǦǴǫȜȢȋǠȠǹȇȗȢ • ǫȜȢȋÚ¢ȧƉ4 ǫȜȢȋƉ× 6 �LJǴȐȢǿȉǤȠȘȢDZȢƜȣĀfȡ��ǂ7�Ȥ • q¼¿ȧƉ2012 �Ɖ7 ÇƉ29 ¿ȬƉ31 ¿
2. U&A (�Ŏȡq ) džůƵǗǥȠȚǠȠŋÔ • ǰȠȋȜ·ȧǴǪțȢȂȠǫŋÔȧƉ3,765 KƝÎŋÔȧƉ1,000 K • yŐĩ]ÎÏ�ȧ*XĀfƉ20 ȬƉ59 ÞȦǴȐȢǿȉǤȠ£ÈĩȦŤƉ1 W��ȃǼǿ3þ • q¼¿ȧ2012 �Ɖ8 ÇƉ14 ¿ƉȬƉ15 ¿ • ȔȅǠȜDzșǼȆȢƉ(n=316) LJ���^ȧ
– �2Ɖ= Ā�Ɖ(53%), f�Ɖ(47%) – �ƈ= 20-29 ÞƉ(37%), 30-39 ÞƉ(35%), 40-49 Þ (21%), 50-59 Þ (7%)
3. ȂȗȢȞȡDzșǼȆȢȡǥȠȚǠȠŋÔƉ(Neural Shopper Online Survey) • ǰȠȋȜ·ȧƉ900 KƜȣ½ĴȡǞȆȝȜȡȝǴǿȚȠǂƝHn= 300 Ȥ • ÆśƹǘƺǘLJǦǽǯțȢLJSQȡǰȢȇǴǛŕ)ȡ3þƳǁƦǗ�
ȣ½ĴƉ90 ¿�-ƝǞȆȝȜƉ30 ¿�-ƝȝǴǿȚȠƉ14 ¿�-ȤǂƝ�äpĩǂƥǗƯǃƞ • ÄßƪǕǾǴǪǿǼȋǓȔȅǠȜǂŒƦõǛƳǁƦǗ� • yŐĩ��
– �2 = Ā�Ɖ(65%), f�Ɖ(35%) – �ƈ = 18-24 ÞƉ(4%), 25-34 ÞƉ(24%), 35-44 ÞƉ(36%), 45-54 ÞƉ(26%), 55 Þ+ (10%)
• q¼¿ȧƉ2012 �Ɖ9 ÇƉ17 ¿ƉȬƉ18 ¿Ɖ
43
![Page 44: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/44.jpg)
țǰȢǻȆȢǿȁȢƉ: Shopper Sciences
Shopper Sciences is a marketing consultancy part of the Interpublic Group of Companies (NYSE: IPG). Working closely with sister marketing communication agencies Momentum Worldwide and the McCann Worldgroup, it provides retailers, manufacturers, and advertising agents with the insights necessary to align marketing strategies with factors that truly influence the shopper's decision to buy. Shopper Sciences utilizes proprietary research methodologies and diagnostic tools to uncover the true drivers of influence along the path to purchase. These insights serve as the foundation for developing shopper marketing programs, including creative strategies and media channel optimization, for categories and brands.
Ñ�ǥȉǟǴ�
Ƥ107-0062 Ñ�Ūî>@Ÿ� 1-1-1 ºŸ�ȇȜÑƅ 12F
03-3746-8084
http://www.mccannwg.co.jp/
44
![Page 45: Mobile shopper research](https://reader034.vdocuments.mx/reader034/viewer/2022051400/559476b11a28ab476e8b479a/html5/thumbnails/45.jpg)
©"Copyright"2012"Google."All"rights"reserved."Google"and"the"Google"logo"are"registered"trademarks"of"Google"Inc.�