Ipsos MORI’s research on the mobile consumer for the Logic Group – including attitudes towards “big data”, and an overview of how people use their smartphones, now and in the future.

1. Looking to the future: the mobile
consumer
Wednesday
6th
November 2013
Presented by:
Honey Kirtley
Head of Loyalty & Insight
Simon Atkinson
Assistant Chief Executive
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2. Researching the
mobile consumer...
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3. The Ipsos MORI/Logic Group research
 Ipsos MORI conducted an online survey running
from 8-12 March 2013 among the general public,
aged 16-75
 1,010 interviews with consumers across GB
 Data weighted to be representative of the British
offline population as a whole
 Survey data is supplemented by Ipsos MORI data
from a number of sources – eg the regular
@IpsosMediaCT “Technology Tracker”
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4. 3 questions for our consumer research
1. What are consumers using technology for
today?
2. How do they feel about using technology?
Excited? Concerned?
3. And what do they anticipate they will be
doing in the next six months?
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5. How do I
use the
internet?
The Consumer’s
Journey (so far)
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6. The internet is almost
everywhere...
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7. Internet usage trends: Was only in
the 60s five years ago…
Internet usage anywhere
Broadband at home
*Connect using mobile phone
Connect via Dongle
* The wording used for measuring ‘internet connection by mobile phone’ has been
updated which means earlier data is not strictly comparable and is therefore not shown
Base: circa 2,000 interviews per wave until Quarter 1 in 2010, circa 1000 GB adults aged 15+ per wave thereafter
Source: Ipsos MORI
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8. What we do online...
In which of these ways have you used the Internet in the last three months?
% accessing the internet for each task
Base: 1,024 GB adults aged 15+: Quarter 1 2013
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9. We are getting smart with
our phones too
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10. Growth in Smartphones: towards 75%
in Q3 2015?
% OWN BLACKBERRY VS. IPHONE VS. ANDROID
Customer profile
Any Smartphone
(net)
iPhone
Males 15-34
25%
Males 35+
25%
Female 15-34
23%
Females 35+
27%
Android
Males 15-34
23%
Males 35+
33%
Female 15-34
19%
Females 35+
25%
BlackBerry
Males 15-34
Males 35+
23%
Females 35+
Source: Ipsos MORI
30%
Female 15-34
Base: circa 1,000 GB adults aged 15+ per wave
20%
27%
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11. Very high levels of penetration among
under 45s
% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE ACROSS 2012- 2013
All
15-24
25-34
35-44
45-54
55-64
65+
Males
57
79
78
71
62
36
15
Males AB
61
79
92
86
73
47
23
Males C1
63
82
84
76
70
34
14
Males C2
53
79
71
58
60
34
9
Males DE
47
76
67
56
43
20
7
Females
48
77
71
70
45
27
11
Females AB
55
87
84
80
52
44
23
Females C1
54
84
80
77
47
26
6
Females C2
42
75
62
60
41
18
7
Females DE
39
67
61
56
38
11
7
0-49%
Base: circa 4,000 GB adults aged 15+: Q4 2012/ Q1/Q2/Q3 2013
50-69%
70-100%
Source: Ipsos MORI
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12. The Omnipresent Smartphone…
Places people tend to use their smartphones
Home
On-the-go (e.g., while
commuting, walking)
In a store
Work
Café/coffee shop
Public transport
Restaurant
At a social
gathering/function/event
Airport
Doctor's office
School
Somewhere else
Source: Our Mobile Planet, Ipsos MediaCT Q1 2013
Base: UK private smartphone users who use the internet in general, 2013, n= 1000
Q16. Where do you tend to use your smartphone? Please select at which locations you ever use it - even if only seldom
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13. Where next?
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14. Big Data?
Big Data!
BIG DATA
BIG DATA
In the Boardroom
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15. Business is buzzing about what to do with “Big Data”…,

16. Just what do
I think about
mobile
technology?
The Consumer is
asking different
questions….
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17. Consumers worry about companies having too much
personal info, as opposed to Governments
“The internet gives... too much information about me”
Agree
Base: 973 adults aged 15+, 26 April – 14 May 2013
Neither agree or disagree
Disagree
Don’t know

18. Only
30%
trust major retailers to
keep their personal
information safe
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19. Consumers are fairly cautious about
trusting big business
Q1. To what extent do you agree or disagree with the following statements?
30%
Who are the ‘trusters’?
Socio-economic group DE
(38%)
Aged 16-24 (34%) or 25-34
(36%)
42%
Base: 1,010 GB adults aged 16-75: 8-12 March 2013
Children in household (36%)
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20. Does trust matter in
Loyalty Schemes?
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21. Only
33%
would be happy for their
mobile to house their
loyalty cards...
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22. ... rising to
54%
among consumers who
trust retailers to keep their
personal information safe
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23. We’re even less sure about
businesses knowing where
we are...
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24. Only
26%
would be happy for their
mobile’s location to be
used to provide relevant
loyalty offers...
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25. ... rising to
46%
among consumers who
trust retailers to keep their
personal information safe
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26. And trust REALLY matters
where our money is
concerned
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27. Only
13%
would be happy for their
mobile to house their
credit/debit cards...
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28. ... rising to
29%
among consumers who
trust retailers to keep their
personal information safe
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29. So is it a question of trust?
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30. The 1980s were then. This is now: the rising
importance of honesty and integrity
What do you think are the two or three most important things to know about a company in order to judge its reputation?
[Spontaneous]
Base: c. 1000 British Public each year , asked face-to-face

31. Mobile,
Loyalty,
Payments...?
Consumer Behaviour
(So Far…)
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32. It’s early days...
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33. Take up is relatively low... and focused on
“research” rather than “action….”
Q2a. Which, if any, of the following have you done in the last six months?
I have used my mobile phone to check product details/
product reviews in store
I have deliberately logged into a store’s Wi-Fi network to
access the internet
All adults
I have used my mobile phone to price match products in
store
I have used my mobile phone to check in to my favourite
stores and restaurants and receive offers for things I like
I have received loyalty scheme offers via my mobile phone
I have used my mobile phone to pay for things
I have received loyalty scheme offers via my mobile phone
while in a particular store, and I have used the offers
immediately
I have used my mobile phone in place of a loyalty card to
collect points in store
Loyalty schemes and
All adults
payments are relatively
low down the list
Don’t know
None of the above
Base: 1,010 GB adults aged 16-75: 8-12 March 2013; 8-12 March 2013
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34. ...but trust still seems to matter when it
comes to looking at behaviours
Q2a. Which, if any, of the following have you done in the last six months?
I have deliberately logged into a store’s Wi-Fi network to access
the internet
I have used my mobile phone to check product details/ product
reviews in store
I have used my mobile phone to check in to my favourite stores
and restaurants and receive offers for things I like
I have used my mobile phone to price match products in store
I have received loyalty scheme offers via my mobile phone
I have used my mobile phone to pay for things
I have received loyalty scheme offers via my mobile phone
while in a particular store, and I have used the offers
immediately
Those who trust
major retailers
to keep their
information safe
are significantly
more likely to do
each of these
I have used my mobile phone in place of a loyalty card to
collect points in store
Don’t know
None of the above
Base: 299 GB adults aged 16-75 who trust major retailers to keep their personal information safe; 422 GB adults aged 16-75 who do not trust major retailers: 8-12
March 2013
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35. What about the future?
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36. We see a 50% uplift or more for each
activity...
Q2a. Which, if any, of the following have you done in the last six months?
Q2b. And which, if any, do you expect to do
over the next six months?
I have used my mobile phone to check product details/ product
reviews in store
I have deliberately logged into a store’s Wi-Fi network to access
the internet
All adults
I have used my mobile phone to price match products in store
I have used my mobile phone to check in to my favourite stores
and restaurants and receive offers for things I like
I have received loyalty scheme offers via my mobile phone
I have used my mobile phone to pay for things
I have received loyalty scheme offers via my mobile phone while
in a particular store, and I have used the offers immediately
All adults
I have used my mobile phone in place of a loyalty card to collect
points in store
Don’t know
None of the above
Base: 1,010 GB adults aged 16-75: 8-12 March 2013; 1, 008 GB adults aged 16-75 who have not done each item : 8-12 March 2013
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37. 6 months later: The picture in Autumn 2013?
Q2a. Which, if any, of the following have you done in the last six months?
Q2b. And which, if any, do you expect to do over the next six months?
I have used/will use my mobile phone to check product details/
product reviews in store
I have used/I will use my mobile phone to price match products
in store
I have deliberately/will deliberately logged into a store’s Wi-Fi
network to access the internet
I have used/will use my mobile phone to check in to my
favourite stores and restaurants and receive offers for things I
like
I have received/will receive loyalty scheme offers via my mobile
phone
I have used/will use my mobile phone in place of a loyalty card
to collect points in store
I have used/I will use my mobile phone to pay for things
All adults
Past behaviour +
future intention
All adults
I have received/will receive loyalty scheme offers via my mobile
phone while in a particular store, and I have used the offers
immediately
Don’t know
None of the above
Base: 1,010 GB adults aged 16-75: 8-12 March 2013;
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38. With the ‘trusters’ still out in front?
Q2a. Which, if any, of the following have you done in the last six months?
Q2b. And which, if any, do you expect to do over the next six months?
I will use my mobile phone to check product details/ product reviews
in store
I will deliberately log into a store’s Wi-Fi network to access the
internet
I will use my mobile phone to check in to my favourite stores and
restaurants and receive offers for things I like
I will use my mobile phone to price match products in store
I will receive loyalty scheme offers via my mobile phone
Past behaviour +
future intention
I will receive loyalty scheme offers via my mobile phone while in a
particular store, and I will use the offers immediately
I will use my mobile phone in place of a loyalty card to collect points
in store
I will use my mobile phone to pay for things
Don’t know
None of the above
Base: 299 GB adults aged 16-75 who trust major retailers to keep their personal information safe; 422 GB adults aged 16-75 who do not trust major retailers: 8-12
March 2013
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39. Key take-aways
 Mobile technology is everywhere, although not (yet) for
everyone (old, lower socio-economic groups)
 Consumers are instinctively sceptical about “all this information”
 But just how sceptical? If your customers trust you, you have
opportunities…
 Getting the pace right: an evolving approach that
 suits the needs of these early adopting ‘trusters’ and
 can be adapted to suit a wider audience
=> the right conditions for a successful launch and life-span of
your mobile offer…
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40. Looking to the future of the
mobile consumer
Wednesday
6th
November 2013
Presented by:
Honey Kirtley
Head of Loyalty & Insight
Simon Atkinson
Assistant Chief Executive
40