on the Path to Purchase 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 ID: 759811
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Slide1
MAY 11 2016
Engaging Shoppers
on the Path to Purchase
Slide2OverviewBrandSpark 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
Slide3OverviewBrandSpark Canadian Shopper Study
OMAC Proprietary Shopper QuestionsOnline 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
Slide479%
I like trying new products
q: Please
indicate how much you agree or disagree with each of the following statements?
% Completely Agree/Agree
Innovation and new products hold appeal.
68% recall OOH ads(past week)
4
Slide5Consumers believe in ongoing incremental improvement through innovation.
Research & Development is constantly leading to better products in…
% Completely Agree/Agree
65% say they will pay more for a new product that is an improvement
5
q: Please
indicate how much you agree or disagree with each of the following statements
?
Slide666%
I try new products from the brands I trust most
% Completely Agree/Agree
Brand trust is extremely important to trial of new products.
6
69%
recall OOH ads(past week)
q: Please
indicate how much you agree or disagree with each of the following statements
?
Slide7Millennials seek multiple-points of validation
U
nfiltered consumer reviews / ratings online
Family / Friend recommends it
Product expert recommends it
Factors Increasing Brand Trust
7
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
Slide8OOH Can Stimulate Brand Conversation Leading to Trial, Consumer Trust & Brand Loyalty
8
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.
Slide9H
O
W ARE SHOPPERS PRE
P
ARING
F
OR THEIR SHOPPING TRIP
S
?
Slide10Pre-Store Shopping Activities – % Household Shopping Trips
(Base: n= 3,963)
Shopping starts before the store with price driven pre-store activities.
10
q: Which
of the following did you do in advance of this shopping trip?
Slide11Flyer 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?
Discovery, Inspiration
11
Slide12Digital flyers use is growing quickly, but lags print.
Growth flattened 2016 vs. 2015
12
How often do you consult
each format
of supermarket/grocery store flyers before or during your shopping trips?
Slide13The digital flyer is also coming into store via smartphones.
Do you use your smartphone or tablet while shopping in-store?
Smartphone Ownership
+6% Y/Y
69%
13
Referenced Digital Flyer on Phone During Grocery Shop
61%
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)
Slide14Shoppers will use their phones to access info while shopping if it provides value.
14
Which of the following activities have you done with your mobile device while shopping in-store? (Food & Beverage)
Slide15Use differs by category; clothing shoppers take pictures, search for coupon codes, and compare prices.
15
Which of the following activities have you done with your mobile device while shopping in-store? (Clothing)
Slide1616
Slide17WHAT HAPPENS ON THE WAY TO THE STORE?
Slide18Reasons for Choosing a Specific Store for a Shopping Trip – Top 5
(Base: n= 5,508)
Good prices drive more specific retailer trips than even proximity – most shoppers will drive further to get to their preferred store.
18
qTrip5
:
Why did you choose
a specific
store to visit on this
occasion?
Slide19Opportunity for Out-of-Home Media to Engage & Interact with Shoppers
Slide2020
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?
Slide21Activities During
Shopping Trip - % Household Shopping Trips(Base: n= 5,490)
Opportunity for OOH to influence unplanned or impulse purchases.
21
qTrip7:
Which
of the following did you do in-store on this shopping
trip
?
Slide22DRIVERS AVERAGE WEEKLY MILEAGE = 150 KM.
UrbanSuburbanRural94 km127 km170 km
Higher mileage outside urban areas, though urban traffic can increase OOH exposure.
22
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?
Slide23BUS, STREET CAR, LRT
COMMUTER TRAIN, SUBWAY
13%
22%
Overall 25% Use Transit
(38% in “urban” areas)
1 in 4 Canadians use transit
weekly
with much higher rates in urban areas
Weekly Transit
Users in
Metro City
At least one trip weekly
23
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?
Slide2424
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)
q52: How often do you participate in the following activities/frequent the following locations?
59% 60-64
69% 25-29
54% 25-29
Slide25OUTDOOR BILLBOARDS TRANSIT ADS INDOOR MALLS AIRPORTS
STREEL LEVEL INDOOR – REST, BARS, COLLEGES, UNIVERSITIES
ONLINE VIDEO
52%
RADIO
73%
WEB BANNER
63%
NEWSPAPER
65%
MAGAZINES PRINT
67%
MAGAZINE TABLET
41%
SOCIAL
61%
TV
80%
SEARCH
61%
Net OOH 78%
%
Pay Attention Ads Always / Sometimes (Shoppers 18-64)
OOH Garners High Attention Levels
TV
RADIO
OUT-OF-HOME
MAGAZINE
ONLINE
NEWSPAPER
How often do you
pay attention
to advertising in each medium?
25
* 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
Slide2626
Shoppers pay attention to multiple OOH formats
Billboards
Shopping Malls
Street level ads
73% 18-49
73% 18-
2
4
55% 25-49
Transit
Total – Any Out-of-Home
84% 18-24
67% 18-34
% Pay attention to Ads “Always”/ “Sometimes”Among Potential Exposed
Airports
74% 18-24
How often do you pay attention to advertising in the following media?
SCALE: Always, Sometimes, Never, I don’t use that channel
Slide27Shoppers Pay Attention to Out-of-Home Ads
% Pay Attention Always or Sometimes (Shoppers 18-64)
2015 BrandSpark Canadian Shopper Study
84% across three cities
27
85%
TORONTO
(index 1.12)
79% VANCOUVER
(index 1.03)
85% MONTREAL (index 1.12)
How often do you pay attention to advertising in the following media?
SCALE: Always, Sometimes, Never, I don’t use that channel
Slide28Higher Attention Levels Among Smartphone Owners
80%
among
Smartphone
Owners86% across three cities
28
% Pay Attention Always or Sometimes (Shoppers 18-64, Smartphone Owners)
85%
TORONTO
84% VANCOUVER
90% MONTREAL
How often do you pay attention to advertising in the following media?
SCALE: Always, Sometimes, Never, I don’t use that channel
Slide29Past 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)
74% TORONTO (index 1.26)
65% VANCOUVER (index 1.11)
60% MONTREAL (index 1.03)
59% Canada Overall
29
Which different types of out-of-home advertising do you recall having seen in past 7 days
? Select all that apply.
Slide30Past 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)
56% TORONTO (index 1.23)
50% VANCOUVER (index 1.10)
47% MONTREAL (index 1.13)
45% Canada Overall
30
Which different types of out-of-home advertising do you recall having seen in past 7 days
? Select all that apply.
Slide3131
Shoppers 18-64TotalFacebookYouTubeTwitterPinterestLinkedInPay Attention to OOH Ads – Any Format(Always/Sometimes)78%81%88%87%83%82% 1.04 1.13 1.12 1.06 1.05 Recall Any Specific OOH Ads (Past Week)67%68%79%75%69%81% 1.01 1.18 1.12 1.03 1.21
Which types of OOH ads do you recall seeing in past week?
How often do you pay attention to advertising in each medium?
Those active on social media are more likely to pay attention to OOH ads and to recall them.
Which different types of out-of-home advertising do you recall having seen in past 7 days? Select all that apply.
How often do you pay attention to advertising in the following media?
SCALE: Always, Sometimes, Never, I don’t use that channel
Slide32Drake's single billboard sparked a viral phenomenon
32
One Billboard - One Week86 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.
Slide33Almost one-half (48%) of shoppers are likely to take action after seeing an OOH ad.
33
Slide34The media landscape has become more fragmented, which impacts the use of specific ad channels
34
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%
Digital: Overall 53%
<1
hr/wk with magazines/newspapers
Overall 39%
18
-34: 48%Men: 44%Tor/Van/Mon: 43%(online active population)
Digital
adblock users
Overall
24%50-64: 32%Men: 30%
Non-members
Base: Shoppers 18-64
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.
Cable/Broadcast TV
Slide3535
Base: Shoppers 18-64INDEX VS. HOUSHOLD SHOPPER (RELATIVE LIKELIHOOD TO BE WITHIN MEDIA SEGMENT)MEDIA SEGMENTSOverall % of Household ShoppersGENDERAGEREGIONHOUSEHOLD INCOMEMaleFemale18-2425-3435-4950-64WestONQCAtl.Under $60K$60K-$100K$100K-$150K$150K+TV Viewing Weekly5 Hours or less42% 0.99 1.01 1.98 1.25 1.07 0.64 1.03 0.97 0.99 0.99 1.05 1.13 0.82 0.62 6 Hours or more58% 0.95 1.03 0.54 0.68 0.96 1.30 0.85 0.97 1.45 0.94 0.93 1.05 1.09 1.01 CableSubscribersAll Cable Subscribers63% 0.91 1.06 0.79 0.75 1.02 1.15 0.89 0.93 1.46 0.94 0.98 1.02 1.06 0.92 Disconnecting Cable14% 1.13 0.92 1.10 1.08 1.26 0.67 0.93 0.99 1.01 1.33 1.09 0.86 1.02 0.99 Not Disconnecting86% 0.88 1.08 0.75 0.70 0.98 1.23 0.88 0.92 1.53 0.88 0.96 1.04 1.07 0.92 Report Using AdBlock Software (1+ devices)Using39% 1.13 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 Not Using61% 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 Active Facebook MemberActive Member76% 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 Non-Member /Not Active24% 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
The likelihood to be within the subset of shoppers ‘blind’ to ads in specific media channels varies greatly across demographic groups.
Slide36Those disconnecting from other specific channels are still paying attention to OOH ads
79% of those usingad blocking software (pay attention always/sometimes)
67% of non-members(pay attention always/sometimes)
Print: 73% of non-/infrequent readersDigital: 71%(pay attention always/sometimes)
78% of those who watch < 5 hours cable TV a week(pay attention always/sometimes)
36
<1
hr
/
wk
with magazines/newspapers
Digital
adblock
users
Non-members
Base: Shoppers 18-64
Cable/Broadcast TV
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
% Pay Attention Always or Sometimes
90% of those 18-34 who use adblock software pay attention to OOH
89% of those 18-34 who are not Facebook users pay attention to OOH
81% of those 18-34 who watch <5 hours/wk pay attention to OOH
76% of non-readers 18-34
70% of non-readers 18-34
Slide37Among those avoiding or spending less time with specific media, attention to OOH ads is increased for smartphone owners
83% of those usingad blocking software (pay attention always/sometimes)
70% of non-members(pay attention always/sometimes)
80% of those who watch < 5 hours cable TV a week(pay attention always/sometimes)
Base: Shoppers 18-64, Own Smartphone
37
% Pay Attention Always or Sometimes
<1
hr
/
wk
with magazines/
newspapers
Digital
adblock
users
Cable/Broadcast TV
How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
Print: 78% of non-/infrequent readersDigital: 75%(pay attention always/sometimes)
Non-members
Slide38Canadian Shoppers Attitudes and Perceptions of DOOH
38
Slide39Canadians
Agree That DOOH is Effective in Communicating Public Safety Messages
TORONTO
VANCOUVER
MONTREAL
82%
79%
79%
81% across three cities
85%
Total
18-64
39
Please indicate your level of agreement with the following statements about electronic (digital) signs.
Slide407 in 10 Canadians Accept Digital Signs as Normal Part of Public Space in Large Cities
TORONTO
VANCOUVER
MONTREAL
79%
69%
66%
70%
across three cities
70%
Total
18-64
40
Please indicate your level of agreement with the following statements about electronic (digital) signs.
Slide41DOOH is Seen as an Effective Way to Communicate Timely and Relevant Information.
Total 18-64 Toronto Montreal Vancouver Net 3 citiesDigital signs are an effective way 73% 81% 71% 63% 74%to communicate important andtimely information.Digital signs provide current and 63% 71% 61% 57% 65%relevant information.
% strongly or somewhat agree
41
Please indicate your level of agreement with the following statements about electronic (digital) signs.
Slide42Many Canadians Agree that DOOH Stands Out More than Static OOH, Online and TV
Total 18-64 Toronto Montreal Vancouver Net 3 citiesI am more likely to notice 53% 58% 48% 50% 52%advertising on a digital sign thana static billboard.Advertising on digital signs 49% 56% 46% 49% 51%stands out more than advertisingonline.Advertising on digital signs 39% 52% 36% 41% 44% stands out more than advertisingon TV.
% strongly or somewhat agree
42
Please indicate your level of agreement with the following statements about electronic (digital) signs.
Slide43Approximately 1 in 2 agree digital ads may provide useful information on products or services, and are interested in interacting to access promotions.
Total 18-64 Toronto Montreal Vancouver Net 3 citiesDigital signs provide useful 55% 61% 55% 53% 57%information on products andservices.I am interested in interacting with 44% 50% 47% 36% 45%digital ads to obtain information or promotional offers on products/services that are of interest to me.
% strongly or somewhat agree
43
Please indicate your level of agreement with the following statements about electronic (digital) signs.
Slide44Almost 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
Slide45OOH 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
Summary