WHAT ARE MOBILE PHONE SHOPPERS SEARCHING ONLINE? Data Centric Insights on Mobile Phone Brands Considered by Shoppers August 2018 Sparkwinn Research
The Smart Shopper Insights Report June 2018 has been prepared in collaboration between IdeaBeam and Sparkwinn Research. IdeaBeam, Sri Lanka s leading price comparison service, providing the latest prices for the cell phones, tablets etc. from popular vendors. Sparkwinn, an insights-led research consultancy, offering services in market research, data-driven strategic advisory and research workshops & training. Disclaimer This document is prepared and issued by Sparkwinn Research (Pvt) Ltd based on information in the public domain and web traffic to Ideabeam.com, internally developed and other sources, believed to be correct. Although all reasonable care has been taken to ensure the contents of the review are accurate, Sparkwinn Research (Pvt) and/or its Directors, employees, are not responsible for the correctness, usefulness, reliability of same. This document may contain data which are inaccurate and unreliable. You hereby waive irrevocably any rights or remedies in law you have or may have against Sparkwinn Research (Pvt) Ltd with respect to the document and agree to indemnify and hold Sparkwinn Research (Pvt) Ltd and/or its principal, their respective directors and employees harmless to the fullest extent allowed by law regarding all matters related to your use of this document. No part of this document may be reproduced, distributed or published in whole or in part by any means to any other person for any purpose without prior permission. 2
About the Study A dive into mobile shopper s world Shoppers world is filled with an abundance of choices, where they dig through a wealth of information online before deciding on their next big purchase. The value of search is immense, as searches are no longer just clicks, but represent an individual consumer on a specific journey. Every time a shopper researches about a product online, it generates a series of data points. Therefore, Sparkwinn Research collaborated with IdeaBeam, Sri Lanka s leading price comparison site to connect the dots between the shoppers search patterns and tell a story. Over 2 million monthly landing page views on Idea Beam s website was analyzed to understand the brands searched by mobile phone shoppers. Every action is a data point This reports tells us a story on - the mobile phone brands/models searched by the local mobile shoppers?
Mobile shopper s story begins with.how they make decisions? A modern, mobile phone shopper s purchase journey, represents a potential battleground where brands can either win or lose. Our Data helps to capture the shoppers initial consideration set, a small no. of brands regarded as potential purchasing options. The process is explained as shown below; 1. Awareness 2. Consideration. Purchase 4. Advocacy Shopper s research more about brands they consider to buy Brands Searched = Brands Considered for Purchase 1. Shopper s use search engine to discover mobile phone details, prices etc. 2. Shopper s visit IdeaBeam website, as it appears on top for Sri Lanka related mobile searches. Explores various brands that are considered to purchase 4. Consideration has been calculated based on the number of searches on IdeaBeam s website 4
Why do Smart Shoppers spend more time in consideration of products? Focused on spending their money wisely Explosion of a variety of product choices Social media helps shoppers share information about products, leads to an abundance of information online that helps them while making a purchase decision. Brands in the initial-consideration set is more likely to be purchased eventually than brands that aren t in it.
Smart Mobile Shoppers Insights July 2018 6
What are the brands searched By mobile shoppers? Battle is on between Huawei and Samsung Samsung s Search Share has dropped significantly over the last 2 years, while its competitors such as Huawei and Apple have strengthened over time. Nokia has started to pick-up since last year. Brands search share for Sony & HTC starts to wane. Search Share of Mobile Brands (2016-2018) 1 6 2 9 Sparkwinn Research 16 47 6 1 11 10 10 6 8 9 9 9 21 4 2 42 Samsung 27 7 Huawei 8 9 1 11 27 26 7 Apple 6 6 1 2 Nokia 7 9 4 4 11 10 2 4 4 12 9 9 9 4 4 7 11 8 2 8 1 1 2 29 0 29 6 29 29 28 28 27 Oppo Sony HTC 10 Nokia 1 1 17 2 2 Others Include Brands such as One Plus, Blackberry, Google Pixel, Vivo, Microsoft etc. Others 1 26 Huawei 29 Brand Search Share has improved over the long term Source : Data presented in this chart is based on the analysis of site visits to Ideabeam.com 7
A comparison of actual market share vs. search share Huawei s Search Share reported by IdeaBeam, closely resembles the actual market share reported by the company. The Search share on a decline over last 4 months. Actual Market Share (Source : Company) 201 1% 2016 2017 2018 (Targeted) 2% 0% 40% Search Share (Source : IdeaBeam) 1 12 18 22 24 27 26 2 21 21 29 6 26 Source for Actual Market Share: https://www.pressreader.com/sri-lanka/daily-mirror-sri-lanka/20170726/2820807190082 https://www.pressreader.com/sri-lanka/daily-mirror-sri-lanka/20170607/28202716611 8
Brands with the highest search share June 17 vs. 18 Brands search share for Nokia and Vivo is starting to pick this June 18 compared to last year. Main players (Huawei, Samsung, Apple, HTC, Sony a marginal drop in search share in Q2 18 compared to the previous quarter.) 8% Change in Search Share of Mobile Brands Jun Jun '18 29% 2% 26% 12% 12% 10% % 6% % 4% 1% 1% 7% % % 2% 2% 2% Samsung Huawei Apple Nokia Oppo Xiaomi One Plus Sony HTC Vivo Source : Data presented in this chart based on the analysis of site visits to Ideabeam.com 9
An overview of the brands searched June 2018 22 Mobile Phone brands 40 Types of mobile models covered in last 2 years 242 Types of mobile models searched in Jun 18 46 46 models out of the total 242, Contributed to 80% of the Total Search Share Super Searches 19% (i.e. 46 out of the total 242) of the listed mobile phone models contributed to 80% of the total search share. Source : Data presented in this chart based on the analysis of site visits to Ideabeam.com 10
Brand-wise breakdown of phones that contributed to 80% search share in June 18 Samsung 14 Number of Mobile Model tracked 6 Huawei 7 41 HTC 1 40 Nokia 6 9 Xiaomi 1 1 Sony 1 26 Overall No. of models searched Oppo 17 Number of models within Top 80% Searches Apple 10 14 Others Source : Data presented in this chart based on the analysis of site visits to Ideabeam.com Note : Others include One Plus, Vivo, HTC, Google Pixel & Sony 69 11
Most Searched Smartphone Models in June 2018 1. Samsung Galaxy J7 2. Huawei Y9. Huawei Nova 2i 4. Huawei Y7 Search Share 9.% 6.6%.2%.2% Accounts to 0% of Search Share. Nokia 6.2% Source : Data presented in this chart based on the analysis of site visits to Ideabeam.com 12
Mobile Shoppers becoming affluent and looking for higher priced phones Search for low-priced phones (i.e. below Rs.0,000) has dropped. Mid-price phones share (i.e. Rs.0,000 4000) has increased. 60 0 2 2 4 6 6 Most Searched Price Points 4 2 46 Huawei Y9 and Huawei Nova 2i both contributing to the pick up of mid priced phones after Aug 2017. 40 0 20 10 - Mar '16 19 Apr '16 May '16 Jun '16 Jul '16 Aug '16 27 28 29 2 17 18 19 22 21 17 11 10 10 12 11 8 6 7 8 7 Sep '16 Oct '16 Nov '16 Dec '16 Jan Feb Mar Apr May Less than 1000 Rs 1,000-0,000 Rs. 0,000-4,000 Rs.4,000-60,000 Above 60,000 Jun Jul Aug Sep Oct Nov Dec Jan '18 Feb '18 6 Mar '18 Apr '18 May '18 29 Jun '18 Source : Data presented in this chart based on the analysis of mobiles searched on Ideabeam.com 1
Tight competition between Huawei & Samsung in lower price ranges, yet Huawei dominate mid range price points. Higher competition within lower price range Huawei dominates search share in mid- priced range Most Searched brand within Rs 1,000 0,000 price band in June 2018 Most Searched brand within Rs 0,000 4,000 price band in June 2018 % 0% 1% 27% 10% 10% 6% 9% 4% % % 6% 10% Huawei Samsung Nokia Xiaomi Oppo Others Huawei Samsung HTC Nokia Xiaomi Oppo Others Source : Data presented in this chart based on the analysis of site visits to Ideabeam.com (price comparison site) 14
Subscribe obtain 60* understanding on search interest Up to date trends by Brand Level / Model Level (Quarterly / Monthly Reports) Hot/New Models and Level of Search interest Monitoring the Impact of Communication on consideration Competitor Intelligence Hot price points Manage efficient inventory / identify non moving brand Subscribe to info@sparkwinn.com for the detailed Monthly/Yearly Smart Mobile Shoppers Insights Report with Brand and Model level information. 1
About Sparkwinn Research 16
About Sparkwinn Sparkwinn is an innovative research firm using both traditional & digital research methods to collect data. We provide compelling insights to help businesses understand the dynamics of their consumers/industry better. Our key strength is the ability to plan and execute any quantitative or qualitative study in any part of Sri Lanka. Sparkwinn s promise is to inspire client with timely and accurate insights at affordable cost. Our research solutions help to answer key business questions as we probe deeper, highlight insights in the data and recommend actions using engaging reports with strategic directions. 1. Audience & Consumer Research 2. Retail Research Our Research Solutions Our key Solutions. Data driven Strategic Advisory 4. Research Workshops & Coaching 17
Brands we worked with Local Corporates International Clients GOV/NGO s / INGO s 18
Our clients retain us because of Meaningful insights Committed research team Quality of Reporting Timely output Affordable/Value for investment 19
About Ideabeam 20
About IdeaBeam Sri Lanka s Largest Online Comparison Service Ideabeam, Sri Lanka's leading price comparison site, assists online and offline shoppers in comparing prices of products available across various shops or e-commerce sites. We are currently No 1 price comparison site in Sri Lanka for consumer products, loans, finance etc.. For popular combination of keywords on mobile, laptop or financial product our site tops the google search list. Ideabeam was launched in 201 and have grown significantly over the time to meet customer demand with growing digital penetration in the country. Our website has about 2.0 million page visits a month and generate over 000 transactions monthly for mobile retailers. We make the life easy for millions of Sri Lankan consumers, by saving their time, effort and money. VISITOR Profile Age 18 4 : 86 % Male 76% Female 24% 21
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