Barcode Scanning Usage Among Smartphone Owners Danielle Nohe, Director
About Compete Compete connects the dots from online insights to marketing ROI Increase online and offline marketing effectiveness based on online behaviors and survey responses from millions of consumers Largest integrated online consumer behavior and survey panel in the industry Expertise in the automotive, consumer goods, financial services, media, mobile, online, retail, telecom and travel markets Advertising and promotion effectiveness Shopper quality and brand consideration Website effectiveness Segmentation and targeting Search marketing performance Customer satisfaction and loyalty Competitive tracking and benchmarking 2 2
Smartphone Intelligence Methodology Q3 2010 Syndicated research study that consists of a survey (fielded quarterly) to explore the attitudes and behaviors of Smartphone Owners in the United States Data was collected and organized by manufacturer and model of device owned as well as Carrier and Operating System. The sample size given in the subtitle of each chart is the total number of respondents answering the question, not necessarily the number of responses shown in the chart This survey was conducted in November 2010 of 2,639 wireless device Owners, broken out among the following segments: Segment Total Smartphone Total Cell Phone n= 914 1,725 Segment AT&T Smartphone Sprint Smartphone T-Mobile Smartphone VZW Smartphone n= 352 134 100 257 Segment Android Blackberry iphone Palm / WebOS Windows Mobile n= 268 244 199 37 139 3
Barcode Scanning from Smartphones 4
iphone and Android Owners have been the most advanced at adoption of shopping related applications The most popular types of retail apps are retailer apps (e.g. ebay, Amazon), barcode scanning apps, and coupon apps Most Android Owners have downloaded at least one shopping application R4. How many shopping applications have you downloaded on your smartphone? Asked of Smartphone Owners, n=914, Nov 2010 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 1-3 4-5 6-10 11-15 16-20 More than 20 Android (n=263) Blackberry (n=244) iphone (n=199) Palm (n=37) Windows (n=128) 5
Barcode scanning is gaining in popularity and has been used by 28% of Smartphone Owners B1. Have you ever used a barcode scanning application? (definition given) Asked of all Smartphone Owners, n=914, Nov 2010 52% 61% 86% 98% 91% No Yes 48% 39% 14% 2% 9% Android Owners (n= 263) Blackberry Owners (n= 244) iphone Owners (n= 199) Palm Owners (n= 37) Windows Owners (n= 128) 6
Scanning grocery items is the most popular among all Smartphone Owners Popular other responses were appliances, toys, and personal electronics B2. Thinking about the last time you used a bar code scanning application, what type of product(s) did you scan? Asked of Smartphone Owners who used Barcode Scanners, n=255, Nov 2010 A grocery item 26% Books, DVDs and video games 23% Apparel, shoes, jewelry, and accessories 11% Personal care, cosmetics & beauty products 8% A magazine/newspaper An advertisement Music CDs 3% 4% 5% Other 18% Smartphone Owners who have used barcode scanners (n=255) 7
Consumers are scanning these products in order to compare prices Many selecting other indicated that they scanned the product out of curiosity The majority of those that scanned to purchase it on their device ended up purchasing the item in the retail store instead; the majority of those scanning for information did end up reading the information that was displayed B3. Thinking again about the last time you used a bar code scanning application, why, specifically, did you use this application? Asked of Smartphone Owners who used Barcode Scanners, n=255, Nov 2010 To scan a barcode while in a store so I could compare prices on the product at other stores 54% To scan an image of a product to bring up additional information about the product on my smartphone 23% To scan a barcode of a product so I could purchase it on my smartphone 13% Other 11% Smartphone Owners who have used barcode scanners (n=255) 8
And it works, once they are comfortable that they are getting a good deal, they buy! B4. Specifically, which one of the following did you do after you scanned a barcode while in a store so you could compare prices on the product at other stores? Asked of Smartphone Owners who used Barcode Scanners to compare prices, n=255, Nov 2010 Purchased the product at the store I scanned the barcode in 47% Decided not to purchase the product 36% Purchased the product at a different store 12% Purchased the product via my mobile phone 0% Other 5% Smartphone Owners who have used barcode scanners to compare prices (n=138) 9
Compete Contact Information Danielle Nohe Director, Technology and Entertainment dnohe@compete.com Office: 617.933.5696 Mobile: 617.694.0456 10