Transcript Household Shopping Trips

Engaging Shoppers
on the Path to Purchase
MAY 11 2016
Overview
BrandSpark Canadian Shopper Study
 Online survey November 2015 to January 2016.
 Over 40,000 Canadian consumers (age 18+) who are involved in
household shopping.
 Weighted by gender, age and region to conform to the profile of the
Canadian Household Shopper.
 Margin of sampling error at typical base size of ~4000 is +/-1.6%
Shoppers’ Critical Needs
Shoppers’ Evolving Habits
2
Overview
BrandSpark Canadian Shopper Study
OMAC Proprietary Shopper Questions
 Online survey April 2016.
 Over 1,300 Canadian consumers (age 18-64) who are involved in
household shopping.
 Weighted by gender, age and region to conform to the profile of the
Canadian Household Shopper.
 Margin of sampling error at typical base size of ~1,350 is +/-2.7%
Shoppers’ Frame of Mind & Taking Action
Shoppers’ Attitudes Towards DOOH
3
Innovation and new products hold appeal.
79%
I like trying new products
% Completely Agree/Agree
68% recall OOH ads
(past week)
q: Please indicate how much you agree or disagree with each of the following statements?
4
Consumers believe in ongoing incremental improvement through
innovation.
Research & Development is constantly leading
to better products in…
% Completely Agree/Agree
Health
62%
Household Care
Beauty
Food
58%
53%
50%
65% say they will pay more for a new product that is an
improvement
q: Please indicate how much you agree or disagree with each of the following statements?
5
Brand trust is extremely important to trial of new
products.
66%
69% recall OOH ads
(past week)
I try new products from the
brands I trust most
% Completely Agree/Agree
q: Please indicate how much you agree or disagree with each of the following statements?
6
Millennials seek multiple-points of validation
Factors Increasing Brand Trust
56%
48%
29%
18 - 24
53%
45%
26%
25 - 34
48%
41%
22%
35 - 44
Family / Friend recommends it
43%
37%
37%
33% Unfiltered consumer reviews /
31% ratings online
21%
19%
17% Product expert recommends it
45 - 54
55 - 64
65+
Please indicate how much each of the factors below would increase your trust in a consumer brand.
SCALE: Increase greatly, Increase somewhat, Would not increase
7
OOH Can Stimulate Brand Conversation
Leading to Trial, Consumer Trust & Brand Loyalty
Consumers tweeted their first
name to see personalized stories
about their names broadcast on
a digital screen. Photos of each
story shown were tweeted back
to consumers to share.
8
HOW ARE
SHOPPERS
PREPARING
FOR THEIR
SHOPPING
TRIPS?
Shopping starts before the store with price driven pre-store activities.
Pre-Store Shopping Activities – % Household Shopping Trips
(Base: n= 3,963)
Made a shopping list
64%
Checked the paper flyer/circular
48%
Asked household members if they needed
anything
34%
Checked online flyer/circular
30%
Checked for paper coupons
Checked for digital coupons
22%
15%
q: Which of the following did you do in advance of this shopping trip?
10
Flyer readership is also driven by discovery. Shoppers want to discover
new products and be inspired – OOH can play a key role.
Why do you consult flyers from supermarkets, grocery or drug stores?
To look for lower priced
specials
91%
To compare prices
between stores
70%
To plan my shopping trip
Discovery, Inspiration
63%
To get ideas on what to
purchase
To learn about new
products
48%
29%
11
Digital flyers use is growing quickly, but lags print.
Flyer Reading: Frequency by format
Every week
Every month
Less than every month
Never
8%
9%
29%
20%
10%
21%
30%
19%
74%
19%
39%
22%
Print Flyer Received at Home
Print Flyer In-Store
Growth flattened 2016 vs. 2015
Digital/Online Flyer
How often do you consult each format of supermarket/grocery store flyers before or during your shopping trips?
12
The digital flyer is also coming into store via smartphones.
Smartphone
Ownership
69%
+6% Y/Y
Do you use your smartphone or
tablet while shopping in-store?
Yes
48%
No
Referenced Digital
Flyer on Phone During
Grocery Shop
61%
52%
Smartphone use in-store while shopping: Y/N
(n=17315)
Which of the following devices do you own?
Which of the following activities have you done with your mobile device while shopping in-store? (Food & Beverage)
13
Shoppers will use their phones to access info while shopping if it
provides value.
Smartphone Use During Food & Beverage Shopping – Top 10
Check digital flyers/circulars to compare
promotions
61%
Search for retailer or manufacturer coupons
45%
Reference a stored personal shopping list
44%
Check competitors pricing to decide where to
buy
43%
41%
Check loyalty point balance
Check competitive pricing in order to take
advantage of price match guarantees
40%
34%
Take pictures of products being considered
Entertain myself while waiting at checkout or
for service
Review similar products available elsewhere
before deciding purchase
Made a different purchase decision because
of info accessed via mobile device
31%
21%
20%
Which of the following activities have you done with your mobile device while shopping in-store? (Food & Beverage)
14
Use differs by category; clothing shoppers take pictures, search for coupon
codes, and compare prices.
Smartphone Use During Clothing Shopping – Top 10
55%
Take pictures of products being considered
42%
Search for retailer or manufacturer coupons
Check competitors pricing to decide where to
buy
Check digital flyers/circulars to compare
promotions
Entertain myself while waiting at checkout or
for service
Review similar products available elsewhere
before deciding purchase
31%
Make the purchase online via mobile device
31%
40%
40%
36%
Check competitive pricing in order to take
advantage of price match guarantees
30%
Check store inventory
29%
Reference a stored personal shopping list
Which of the following activities have you done with your mobile device while shopping in-store? (Clothing)
25%
15
16
WHAT HAPPENS
ON THE WAY TO
THE STORE?
Good prices drive more specific retailer trips than even proximity – most
shoppers will drive further to get to their preferred store.
Reasons for Choosing a Specific Store for a Shopping Trip – Top 5
(Base: n= 5,508)
44%
Generally have good prices
42%
Is close to where I live
39%
Is the store where I usually shop
29%
I collect loyalty program points there
I went for specific sales or promotions
qTrip5: Why did you choose a specific store to visit on this occasion?
24%
18
Opportunity for Out-of-Home Media to
Engage & Interact with Shoppers
When out-of-home, consumers are alert, active, and interested.
When you are outside your home, which of the following describes your frame of mind?
Active
29%
Alert
25%
Interested
18%
Calm
8%
Impulsive
7%
Relaxed
6%
My Time
Sleepy
None of the above
4%
2%
1%
20
Opportunity for OOH to influence unplanned or impulse
purchases.
Activities During Shopping Trip - % Household Shopping Trips
(Base: n= 5,490)
Purchased items I didn't plan to buy
41%
Collected loyalty program points
40%
Checked the promotional displays
21%
Picked up the flyer/circular
14%
Redeemed print coupons
13%
Checked for in-store coupons
13%
Purchased a new product I hadn't bought before
13%
Looked for loyalty program point offers
12%
Used my smartphone for shopping-related purpose
Forgot to pick up items that I needed
11%
9%
qTrip7: Which of the following did you do in-store on this shopping trip?
21
Higher mileage outside urban areas, though urban traffic can
increase OOH exposure.
DRIVERS AVERAGE WEEKLY MILEAGE = 150 KM.
Urban
Suburban
Rural
94 km
127 km
170 km
In the past 7 days, how many kilometres did you travel as a driver or passenger in a personal vehicle such as a car, van or truck?
22
1 in 4 Canadians use transit weekly with much higher rates in
urban areas
Overall 25% Use Transit (38% in “urban” areas)
22%
BUS, STREET CAR, LRT
13%
COMMUTER TRAIN, SUBWAY
Weekly Transit Users in Metro City
Toronto
61%
Vancouver
52%
Montreal
51%
At least one trip weekly
In the past 7 days, how many single trips (going and returning = 2 trips) in total did you take using the following types of transportation?
23
A large portion of Canadian shoppers visit indoor venues
Indoor Venues Visited Frequently
(% once per month or more)
(Base: Shoppers 18-64, n= 3,850)
Visit a shopping mall
54%
59% 60-64
Dine out at a fast food restaurant
53%
69% 25-29
Dine out (excluding fast food
restaurants
43%
Go out to movies
Go out to a bar, pub or nightclub
Visit a campus (college or
university)
54% 25-29
16%
13%
9%
q52: How often do you participate in the following activities/frequent the following locations?
24
OOH Garners High Attention Levels
How often do you pay attention to advertising in each medium?
% Pay Attention Ads
Always / Sometimes
(Shoppers 18-64)
Net OOH 78%
TV
80%
OUTDOOR
BILLBOARDS
TRANSIT ADS
INDOOR MALLS
AIRPORTS
STREEL LEVEL
INDOOR – REST,
BARS,
COLLEGES,
UNIVERSITIES
ONLINE VIDEO
52%
WEB BANNER
63%
RADIO
73%
MAGAZINES
PRINT
67%
NEWSPAPER
65%
MAGAZINE
TABLET
41%
SOCIAL
61%
SEARCH
61%
TV
OUT-OF-HOME
ONLINE
RADIO
MAGAZINE
* In Toronto, Montreal or Vancouver only
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
25
NEWSPAPER
Shoppers pay attention to multiple OOH formats
% Pay attention to Ads “Always”/ “Sometimes”
Among Potential Exposed
78%
84% 18-24
69%
73% 18-49
60%
73% 18-24
Shopping Malls
59%
74% 18-24
Street level ads
55%
67% 18-34
50%
55% 25-49
Total – Any Out-of-Home
Billboards
Transit
Airports
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
26
Shoppers Pay Attention to Out-of-Home Ads
% Pay Attention Always or Sometimes (Shoppers 18-64)
84% across three cities
85% TORONTO (index 1.12)
79% VANCOUVER (index 1.03)
85% MONTREAL (index 1.12)
2015 BrandSpark Canadian Shopper Study
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
27
Higher Attention Levels Among Smartphone Owners
% Pay Attention Always or Sometimes (Shoppers 18-64, Smartphone Owners)
80% among Smartphone Owners
86% across three cities
85% TORONTO
84% VANCOUVER
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
90% MONTREAL
28
Past week recall of static OOH ads is high in Canada’s major cities,
particularly Metro Toronto.
% That Recall Static OOH Ads in the Past Week (Shoppers 18-64)
59% Canada Overall
74% TORONTO (index 1.26)
65% VANCOUVER (index 1.11)
Which different types of out-of-home advertising do you recall having seen in past 7 days? Select all that apply.
60% MONTREAL (index 1.03)
29
Past week recall of digital OOH ads is high in Canada’s major cities
% That Recall Digital Outdoor Ads in the Past Week (Shoppers 18-64)
45% Canada Overall
56% TORONTO (index 1.23)
50% VANCOUVER (index 1.10)
Which different types of out-of-home advertising do you recall having seen in past 7 days? Select all that apply.
47% MONTREAL (index 1.13)
30
Those active on social media are more likely to pay attention to OOH ads
and to recall them.
Shoppers 18-64
How often do you
pay attention to
advertising in each
medium?
Which types of OOH
ads do you recall
seeing in past week?
Pay Attention to
OOH Ads – Any
Format
(Always/Sometimes
)
Recall Any Specific
OOH Ads
(Past Week)
Total
Facebook
YouTube
Twitter
Pinterest
LinkedIn
81%
88%
87%
83%
82%
1.04
1.13
1.12
1.06
1.05
68%
79%
75%
69%
81%
1.01
1.18
1.12
1.03
1.21
78%
67%
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
Which different types of out-of-home advertising do you recall having seen in past 7 days? Select all that apply.
31
Drake's single billboard sparked a viral
phenomenon
One Billboard - One Week
86 Million + Earned Media Impressions!
Excludes broadcast television and much of the individual conversation
within Facebook, whose recent API changes limit third-party access to
data on content consumption within its platform.
32
Almost one-half (48%) of shoppers are likely to take action
after seeing an OOH ad.
If you see advertising for a product or service that interests you
while outside your home, how likely are you to take some type
of action?
41%
37%
12%
7%
Extremely likely
Likely
Neutral
Unlikely
4%
Extremely unlikely
33
The media landscape has become more fragmented, which
impacts the use of specific ad channels
Base: Shoppers 18-64
Digital
adblock
users
Overall 39%
18-34: 48%
Men: 44%
Tor/Van/Mon: 43%
(online active population)
Cable/Broadcast TV
Overall 24%
50-64: 32%
Men: 30%
Non-members
Overall 42%
18-34: 61%
35-49: 45%
Tor/Van/Mon: 49%
14% subscribers say they are
considering disconnecting
Print: Overall 55%
18-34: 65%
<1 hr/wk with
magazines/
newspapers
Digital: Overall 53%
Do you use adblocking software to avoid online advertisements? Are you a member of any of the following online social networks?
In an average week, please indicate how many hours you spend watching, listening, OR interacting with each of the following.
34
The likelihood to be within the subset of shoppers ‘blind’ to ads in specific
media channels varies greatly across demographic groups.
Base: Shoppers 18-64
Cable
Subscribers
Report Using
AdBlock
Software (1+
devices)
Active
Facebook
Member
GENDER
AGE
REGION
Overall % of
Household
Shoppers
Male
5 Hours or less
42%
0.99
1.01
1.98
1.25
1.07
0.64
6 Hours or more
58%
0.95
1.03
0.54
0.68
0.96
All Cable Subscribers
63%
0.91
1.06
0.79
0.75
Disconnecting Cable
14%
1.13
0.92
1.10
Not Disconnecting
86%
0.88
1.08
Using
39%
1.13
Not Using
61%
Active Member
Non-Member /
Not Active
MEDIA SEGMENTS
TV Viewing
Weekly
INDEX VS. HOUSHOLD SHOPPER (RELATIVE LIKELIHOOD TO BE WITHIN MEDIA SEGMENT)
Female 18-24 25-34 35-49 50-64 West
HOUSEHOLD INCOME
Under $60K- $100K- $150K
$60K $100K $150K
+
ON
QC
Atl.
1.03
0.97
0.99
0.99
1.05
1.13
0.82
0.62
1.30
0.85
0.97
1.45
0.94
0.93
1.05
1.09
1.01
1.02
1.15
0.89
0.93
1.46
0.94
0.98
1.02
1.06
0.92
1.08
1.26
0.67
0.93
0.99
1.01
1.33
1.09
0.86
1.02
0.99
0.75
0.70
0.98
1.23
0.88
0.92
1.53
0.88
0.96
1.04
1.07
0.92
0.92
1.56
1.14
0.90
0.94
1.10
1.06
0.67
0.90
1.06
0.97
0.87
1.05
0.92
1.05
0.63
0.91
1.06
1.04
0.94
0.96
1.21
1.06
0.96
1.02
1.08
0.97
76%
0.89
1.07
1.21
0.97
1.05
0.94
0.89
0.95
1.31
1.10
0.98
1.03
1.04
0.95
24%
1.16
0.90
0.37
0.69
0.90
1.37
0.95
1.11
1.09
0.54
1.00
0.97
0.91
1.33
35
Those disconnecting from other specific channels are still
paying attention to OOH ads
% Pay Attention Always or Sometimes
Digital
adblock
users
79% of those using
ad blocking software
67% of non-members
(pay attention always/sometimes)
(pay attention always/sometimes)
90% of those 18-34 who use
adblock software pay attention to
OOH
Cable/Broadcast TV
Non-members
78% of those who watch <
5 hours cable TV a week
(pay attention always/sometimes)
81% of those 18-34 who watch <5
hours/wk pay attention to OOH
Base: Shoppers 18-64
<1 hr/wk with
magazines/
newspapers
89% of those 18-34 who are
not Facebook users pay
attention to OOH
Print: 73% of non/infrequent readers
76% of non-readers 18-34
Digital: 71%
70% of non-readers 18-34
(pay attention always/sometimes)
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
36
Among those avoiding or spending less time with specific
media, attention to OOH ads is increased for smartphone
owners
% Pay Attention Always or Sometimes
Digital
adblock
users
83% of those using
ad blocking software
70% of non-members
(pay attention always/sometimes)
(pay attention always/sometimes)
Non-members
Cable/Broadcast TV
Print: 78% of non-/infrequent
readers
80% of those who watch < 5
hours cable TV a week
(pay attention always/sometimes)
<1 hr/wk with
magazines/
newspapers
Digital: 75%
(pay attention always/sometimes)
Base: Shoppers 18-64, Own Smartphone
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
37
Canadian Shoppers Attitudes and
Perceptions of DOOH
38
Canadians Agree That DOOH is Effective in Communicating
Public Safety Messages
85% Total 18-64
81% across three cities
82%
TORONTO
79%
VANCOUVER
79%
Please indicate your level of agreement with the following statements about electronic (digital) signs.
MONTREAL
39
7 in 10 Canadians Accept Digital Signs as Normal Part of
Public Space in Large Cities
70% Total 18-64
70% across three cities
79%
TORONTO
69%
VANCOUVER
66%
Please indicate your level of agreement with the following statements about electronic (digital) signs.
MONTREAL
40
DOOH is Seen as an Effective Way to Communicate Timely and Relevant
Information.
% strongly or somewhat agree
Total 18-64 Toronto Montreal
Vancouver
Net 3 cities
Digital signs are an effective way
to communicate important and
timely information.
73%
81%
71%
63%
74%
Digital signs provide current and
relevant information.
63%
71%
61%
57%
65%
Please indicate your level of agreement with the following statements about electronic (digital) signs.
41
Many Canadians Agree that DOOH Stands Out More than Static
OOH, Online and TV
% strongly or somewhat agree
Total 18-64 Toronto Montreal
Vancouver
Net 3 cities
I am more likely to notice
advertising on a digital sign than
a static billboard.
53%
58%
48%
50%
52%
Advertising on digital signs
stands out more than advertising
online.
49%
56%
46%
49%
51%
Advertising on digital signs
stands out more than advertising
on TV.
39%
52%
36%
41%
44%
Please indicate your level of agreement with the following statements about electronic (digital) signs.
42
Approximately 1 in 2 agree digital ads may provide useful information on
products or services, and are interested in interacting to access promotions.
% strongly or somewhat agree
Total 18-64 Toronto Montreal
Vancouver
Net 3 cities
Digital signs provide useful
information on products and
services.
55%
61%
55%
53%
57%
I am interested in interacting with
digital ads to obtain information
or promotional offers on products/
services that are of interest to me.
44%
50%
47%
36%
45%
Please indicate your level of agreement with the following statements about electronic (digital) signs.
43
Summary
Almost 8 in 10 shoppers like trying new products; brand trust is key to trial and
recommendations from friends or family are important.
OOH can spark online and offline conversation helping to build brand trust and loyalty.
Many Canadian shoppers are disconnecting from online, TV and print, while the attention and
recall levels for OOH media remain high.
OOH can deliver strong reach, motivate consumers to take action, influencing trial of new
products and purchase of unplanned products.
44
Summary
OOH can deliver coupons and product information that Canadians can access while shopping.
Canadian shoppers agree that digital signs are an effective way to communicate with
Canadians. Almost 5 in 10 shoppers in major cities are interested in interacting with digital ads to
obtain information or promo offers on products/services.
45