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Kinetic Panel September 2012. Kinetic Moving Minds Panel Regular consumer online survey 504 UK residents Surveyed from 4 th to 7 th September 2012 Covering.

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Presentation on theme: "Kinetic Panel September 2012. Kinetic Moving Minds Panel Regular consumer online survey 504 UK residents Surveyed from 4 th to 7 th September 2012 Covering."— Presentation transcript:

1 Kinetic Panel September 2012

2 Kinetic Moving Minds Panel Regular consumer online survey 504 UK residents Surveyed from 4 th to 7 th September 2012 Covering current issues affecting the moving world... −QR codes/Tablets (May ’11) −Location based services/Taxi advertising (August ’11) −Shopping behaviour, payment methods (October ‘11) −Smartphone apps, 2012 outlook (December ’11) −Bank holidays, summer plans (March 2012) −Urban experiences, shopping, summer habits/activities (May 2012) −M-commerce, social activities (July 2012) This time... −Smartphone technology usage, mobile banking, digital formats, FOOH

3 Agenda Olympics Holidays and Festivities Banking Trust Mobile Technology Future of OOH Digital Screens Virtual Shopping

4 Olympics

5 76% of the UK watched the Olympics Out of the Home, 83% of 18-24s Q. Did you engage in any of the following activities around the Olympics?Source: Kinetic September Panel 2012

6 McDonald’s, Sainsbury’s and Coca-Cola account for half of the top of mind sponsorship recall Q. Which 2012 Olympic or Paralympic sponsor comes first to mind?Source: Kinetic September Panel 2012

7 The Paralympics kept the sponsorship associations strong Sainsbury’s and BT in particular benefited from Paralympic coverage All Spontaneous recall of Olympic/Paralympic sponsors Source: Kinetic September Panel 2012

8 Sainsbury’s high profile sponsorship of the Paralympics has cemented its association with the event Strong association also with McDonald’s, Coca-Cola, Sainsbury's and British Airways Q. Which of the following brands would you associate with the 2012 Olympics and Paralympics? Source: Kinetic September Panel % +56% +166%

9 Holidays and Festivities

10 At home45% At friends33% At an event26% Somewhere else22% At home20% At friends20% At an event54% Somewhere else26% We are already making plans for Autumn’s festivities. 34% are planning to celebrate Halloween, and 39% Bonfire night 42% are planning to be OOH for at least one of these events Q. Which occasions are you likely to actively celebrate in the next coming months? Where will you be for these occasion? Where will you celebrate Halloween?Where will you celebrate Bonfire night? Source: Kinetic September Panel 2012

11 Consumers are planning to spend more this Christmas than in previous years 62% planning to spend more or the same as last year Source: Kinetic September Panel 2012

12 32% will have started their Christmas shopping by the end of September HALF to start shopping in October or November When are you likely to start buying Christmas presents? I have already bought some 23% This month 9% October 21% November 29% December 15% Just before Christmas 4% Source: Kinetic September Panel 2012

13 90% of us will be doing some of our Christmas shopping OOH Half will buy the majority of gifts online Q. Where will you do most of your Christmas shopping? In a shopping mall/centreOnline 43% of 55-64s 89% of 25-34s On the high street 33% of % of 25-34s 60% of 35-44s 93% of 25-34s Source: Kinetic September Panel 2012

14 CDs and DVDs will be the most popular gift, the majority of which shoppers are planning to buy online In store shopping though is the preference for over half of the categories Q. What sort of Christmas presents have you bought/are planning to buy this year? CDs/DVDs - Net 69% Books - 65% Perfume and Cosmetics – 59% Toys and Games - 58% Electronics – 45% Jewellery and Watches – 41% Sport Items – 29% Home ware and Furniture – 27% Online – 58% In Store – 24% Online – 50% In Store – 27% Online – 26% In Store – 38% Online – 38% In Store – 37% Online – 29% In Store – 42% Online – 32% In Store – 18% Online – 17% In Store – 28% Online – 16% In Store – 17% Online – 10% In Store – 20% Clothing and Footwear – 58% Source: Kinetic September Panel 2012

15 57% are open to thinking about a holiday destination for next year Q. Which of the statements best describes your holiday decision making plans for 2013? Source: Kinetic September Panel % of us can still be influenced on our holiday plans for 2013

16 Banking and Technology

17 We are twice as likely to use online mobile banking compared to 1 year ago Cashier in Bank SMS BalancesOnline Mobile Banking Online Desktop Banking Mobile App Q. Which method(s) do you prefer to manage/check your finances? Source: Kinetic September Panel 2012

18 Store Card Tap to pay by phone Tap to pay by card Credit card Debit card 23% 5% 95% 9% 99% 60% Cash What payment methods do you use when you are out shopping? Londoners use a greater variety of methods to pay including new technologies UK London 44% 24% 34% 93% 98% 100% Source: Kinetic September Panel 2012

19 Trust

20 Consumers are generally more trusting than 6 months ago, particularly for Supermarkets and Travel firms Q. To what extent do you have trust in companies and institutions in the following sections? Source: Kinetic September Panel 2012

21 Younger audiences are generally trusting and 55-64s have no trust in the Government Q. To what extent do you have trust in companies and institutions in the following sections? Source: Kinetic September Panel 2012

22 Mobile Technology

23 Twitter is a social network for those on the move – its usage is high compared to its overall penetration Q. Which of these statements relating to social networking sites apply to you. Could you indicate where you access social networking websites? Source: Kinetic September Panel 2012

24 Total smartphone and tablet penetration is now at 68%. Tablet and smartphone growth over the past year has been very strong Source: Kinetic September Panel 2012

25 Usage of location based services is the highest of the technologies mentioned Usage amongst those aware has increased 15% since Dec 2011 Awareness of Location based services Usage Sep 2012 Dec 2011 Q. Which of the following smartphone technologies or services are you aware of? Have you used the following Smartphone technologies in the past 12 month? +15% Source: Kinetic September Panel 2012

26 NFC awareness is steadily increasing amongst smartphone owners, though usage remains low QR codes, which are supported by most smartphones, has a much higher level of usage Awareness Usage Sep 2012 Q. Which of the following smartphone technologies or services are you aware of? Have you used the following Smartphone technologies in the past 12 month? Source: Kinetic September Panel 2012

27 Usage is relatively high amongst those aware of Google Goggles and Augmented reality Awareness Usage Sep 2012 Q. Which of the following smartphone technologies or services are you aware of? Have you used the following Smartphone technologies in the past 12 month? Source: Kinetic September Panel 2012

28 We are now more certain of digital access on the move vs 18 months ago Feb % 75% 23% Sep % 83% 30% In the future I expect to be able to access the web wherever I am out of the home In the future I think most people will carry a mobile phone or tablet computer that can access the internet In the future my mobile phone will be the most important piece of technology I own Source: Kinetic September Panel 2012

29 Digital Screens

30 We see digital screens as enhancements to our surroundings and they are likely to both catch our attention and stimulate us Q. Could you indicate to which extent you agree with the following statements? Moving digital posters are more likely to catch my attention Digital screens could be beneficial anywhere where people have to wait for a service Digital screens brighten up otherwise dull environments 66% 60% 49% Source: Kinetic September Panel 2012

31 Digital poster screens make public transport environments and shopping malls more interesting and attractive Q. Could you indicate to which extent you agree with the following statements? Public transport 55% Shopping malls 48% Source: Kinetic September Panel 2012

32 High expectation about a digital future Q. Could you indicate to which extent you agree with the following statements? I’d expect to see digital screens in most city centres in the future I think more favourably about brands that offer something relevant to my location 64% It would be great if I could access the Internet via digital screens OOH 33% I would be more likely to react to digital ads that tell me a special offer is immediately available in a retailer close by 53% Interacting with digital posters would be a great way to pass the time while I’m travelling 40% 44% Source: Kinetic September Panel 2012

33 Our expectations around the future potential of digital screens have grown Feb 2011Sep 2012 In the future I expect I will be able to interact with most advertising wherever I see it 25%20% In the future some digital screens will recognise who I am 32%18% In the future I expect some digital screens will show me ads that are relevant to me and what I’m doing 29%26% In the future I expect I would buy a product or service via a digital poster screen 22%18% Q. Please select any of the statements below that you agree with

34 Virtual shopping

35 Over half are aware of the shopping element of virtual storefronts Although general familiarity is still low QR codes - supermarket Ads may be a way to purchase within the bar- code on the poster Buy products on screen using tablet to have delivered later So you can buy what’s in front of you without going to the shop; all you have to do is scan the barcode and you can buy it online using your smartphone Virtual sales shelves in supermarket Ordering food shopping at an airport to be delivered prior to your return after a holiday so you get a restocked fridge after you've been away Q. Do you know what these screens are for? Mentions of what the screens could be used for – Example of open ended repliesMentions of screen usage - categorized Source: Kinetic September Panel 2012

36 Virtual stores will most likely be more prevalent in the near future and we can already see the benefits as consumers 70% see the usefulness and convenience with virtual stores Q. Do you think virtual stores could be useful and convenient to you?

37 The airport is seen as the most beneficial environment to have virtual stores within This is because of high dwell time and the convenience of ordering products for when one returns back home from holiday AirportShopping mall Rail station High StreetLondon undergroundBus stop 70%63%59% 47%39%38% Q. In which environment would it be beneficial to have virtual stores? Source: Kinetic September Panel 2012

38 Gifts, groceries and electronics are the most convenient product categories for us to shop via virtual storefronts Q. Which products do you think would be convenient to buy in such virtual stores? Gifts 68% Groceries 53% Electronics 52% Perfume & cosmetics 45% Homeware 39% Clothing & footwear 39% Source: Kinetic September Panel 2012

39 Summary

40 Olympics and Paralympics 76% of us viewed part of the Olympics whilst OOH Relatively high sponsor association with the Olympics and Paralympics −Notable for Paralympic association with strong late growth for Sainsbury’s, BT and others Christmas Plans are already being made for Christmas with 23% of the UK having already bought some gifts; 90% of us plan to buy some gifts OOH Shoppers are more optimistic about their finances this year with 62% planning to spend the same or more on Christmas than last year Source: Kinetic September Panel 2012

41 Summary Banking Tap to pay by card is used by 9% of the UK and 34% of Londoners as consumers seek to use the payment method that’s the most convenient for their purchase. Cash and Debit cards are still the most common ways to pay The convenience of banking online means that online desktop and mobile banking are the most popular methods for managing and checking finances for Technology Over half are aware of the shopping element of virtual storefronts. 70% see them as being useful and convenient We are more certain of the role mobile and internet will have to play in the future with 83% agreeing that ‘In the future I think most people will carry a mobile phone or tablet computer that can access the internet’ Source: Kinetic September Panel 2012

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