MOBILE APP & DIGITAL
WALLET USAGE
2013 Consumer Research by
Digital Research, Inc.
Excerpt from the Full Report:
Triggers, Links & Brand Opportunities in the
eGifting Marketplace
MOBILE APP & DIGITAL WALLET USAGE
An Excerpt from
Triggers, Links & Brand
Opportunities in the eGifting Marketplace
INTRODUCTION
As the digital landscape continues to shift toward mobile and with new trends like 'couch commerce' and the ongoing ‘wallet wars’ playing out in the media, at industry conferences and in boardrooms, data and insights about actual consumer behavior are critical to decision-‐makers.
On behalf of CashStar and participating CashStar clients, Digital Research, Inc. executed a research study exploring consumer views and behaviors regarding eGifting, digital wallets, and mobile payments, and their relationships to brands, loyalty, and spending behavior. The report investigates:
The Triggers for eGifting -‐ Who are eGift purchasers buying for? When/where are they buying? How are they being reminded to buy gifts? Why did they buy an eGift, and what might make them buy more?
The Potential for Brands – What role does brand play? How might eGifting and mobile payments change behavior, lift loyalty, and drive sales? What are the benefits, incentives, and linkages that would mean the most to consumers?
This excerpt of the full report highlights key findings about eGifting and the use of brand/retailer mobile apps and digital wallets and the implications and opportunities for brands.
METHODOLOGY
Digital Research, Inc., conducted an online survey during the weeks of February 13-‐21, 2013, and March 7-‐15, 2013.
Survey respondents were recruited from CashStar’s email database with the cooperation of participating CashStar retailer clients. Respondents had to have purchased and/or received an eGift Card in order to participate in the survey. The two collection periods generated a total of 1,651 completed surveys by qualified respondents.
For analysis and reporting, the survey data was weighted to balance the representation of customers from various retailers.
Where statistically appropriate and enriching, the report illustrates findings about subgroups, as defined both by demographics and by the use of key technologies including electronic reminders, eGift Cards, mobile apps, and digital wallets. Throughout the report, <>, and letters a, b, c, etc. show statistical significance at the 95% confidence level.
THREE KEY FINDINGS
1 eGifting and Mobile Apps Associated With Increase in Brand Spending
- Nearly three-‐in-‐ten eGift Card recipients indicate that they increased their monthly spending at the associated store since receiving the eGift Card.
- Among those who indicated an increase in their monthly spending since receiving their most recent eGift Card, mobile app users are more likely to have increased spending by 10 to 20 percent than those who never used mobile apps.
2 Younger Consumers Lead the Way in Downloading Mobile Apps and Accessing Their Brand Benefits
- Consumers younger than 35, an important demographic for retailers aiming to grow their mobile business, are nearly twice as likely to download a mobile app to their phone from a retailer/brand than consumers over 50.
- Among those who have downloaded specific retailer/brand mobile apps, more than half use those apps at least weekly, most commonly for special offers such as coupons, discounts and sales.
3 Digital Wallet Use Associated With Greater Likelihood and Frequency of Mobile Purchases
- Over one-‐third of all respondents have made an in-‐store purchase using a mobile phone.
- Half of survey respondents have used or currently use a digital wallet (including PayPal).
- Digital wallet users are more likely to use their mobile phone or tablet to make purchases online and to do so with greater frequency than those who do not use a digital wallet.
MOBILE APP USAGE
Just under half of all respondents have downloaded at least one app from brands or retailers for their mobile phone, while one-‐third have done so for their tablet. Those younger than 35 are almost twice as likely to have downloaded a mobile app when compared to those over 50.
Downloaded Apps from Brands/Retailers Mobile Phone
(n=1651)
Tablet
(n=1651)
Yes (NET) 49% 33%
Yes, 5 or more apps 18% 11%
Yes, between 1 and 4 apps 32% 21%
No Apps (NET) 36% 30%
I am aware of mobile apps but have not
downloaded any from brands or retailers 29% 26%
I am unfamiliar with mobile apps, and have not
downloaded any from brands or retailers 6% 4%
I don't own this device 15% 37%
Q33. Have you downloaded any mobile apps from brands or retailers?*
64%bc 36%c 51%c 35%c 36% 29%
Yes Mobile (NET) (n=815) Yes Tablet (NET) (n=543)
App Usage by Age
<35 [a] 35-‐49 [b] 50+ [c]
*a, b, c, etc. indicate significant differences at the 95% confidence level
MOBILE APP BEHAVIOR
Usage of brand/retailer mobile apps is high, with over half of downloaders using apps from brands or stores at least weekly. The most common uses among brand/store app users are coupons, discounts and
sales. Users of electronic reminders are more likely to use mobile apps – about two-‐thirds use mobile apps for coupons, discounts, and sales, as compared to 56-‐57% of non-‐reminder users.
15% 41% 28% 9% 3% 1% 2%
Frequency of Mobile App Usage
Base: Downloaded at Least One App
(n=901)
Daily Weekly Monthly Quarterly Semi-‐Annually Annually NeverQ35. How often do you use mobile apps for brands or stores?
Q36. For what purpose(s) do you most commonly use a store’s / brand’s mobile apps? (check all that apply)
63% 61% 60% 55% 47% 19% 18% 14% 6% 2% <68%> <64%> <62%> <58%> <51%> <23%> 20% 15% 7% 2% 56% 56% 57% 51% 42% 14% 15% 13% 4% 2% Coupons Discounts Sales Browse inventory Store locator Purchase gio cards Manage gio cards Make payments in store Make payments at window/drive Other
Purpose(s) for Mobile App Usage
Base: Use Mobile Apps for Brands/Stores
Total (n=880)
Use Electronic Reminders (n=529) Do Not Use Electronic Reminders (n=351)
MOBILE APP TRUST & LOYALTY PROGRAMS
The majority of app downloaders trust mobile applications and are more likely to download a mobile app from a brand or store when already a member of their loyalty program on a Top 2 Box-‐basis (“Agree” and “Strongly Agree”). Extremely engaged users (as shown below) are more likely to expect regular communication from a store or brand after they have downloaded the mobile app when compared to those who are very engaged.
Top 2 Box NET, by Electronic Engagement (see Appendix
for Descriptions of Each Group)
Not Very Engaged (n=125) [a] Somewhat Engaged (n=263) [b] Very Engaged (n=220) [c] Extremely Engaged (n=291) [d] 48% 52%c 42% 58%c
Q34. Please choose your level of agreement with each of the following statements:
4% 4% 15% 19% 81% 81% 56% 51% I trust mobile applicatons from brands and stores I
purchase from frequently.
I am more likely to download a mobile app from a brand or store when I am already a member of their loyalty program.
I am more likely to join the loyalty program of a brand or store once I have downloaded their
mobile app.
Once I have downloaded a mobile
app from a brand or store, I expect
regular communicaton from
them.
Level of Agreement Among Those Who Have
Downloaded Apps (n=901)
Top 2 Box (NET) Bouom 2 Box (NET)
MOBILE APP DOWNLOAD BARRIERS
For those who have not downloaded a mobile app for a brand/store or at all, feeling that they do not
need the app is the most common barrier. Additionally, over one-‐quarter of respondents worry about the security of the transactions. Younger respondents (<35) prefer to use paper money compared to older respondents (50+).
Q37. What are the barriers that prevent you from using mobile apps from brands or stores? (check all that apply) 34% 29% 18% 18% 14% 14% 6% 5% 12% Never needed one
Unsure about security of the transactons Don’t know enough informaton Unfamiliar with mobile apps from the brands/
stores I use Don’t have a mobile phone or other mobile device Prefer to use paper money Worried about losing my phone Didn’t know they existed / Don’t know what they are Other
Barriers Among Those Who Have not Downloaded Mobile Apps
(n=771) 44%c 12% 9% 25%bc 33% 17% 12% 12% 30% 22%a 17%a 9% Never needed one
Don’t know enough informaton Don’t have a mobile phone or other mobile device Prefer to use paper money
Barriers by Age
<35 (n=176) [a] 35-‐49 (n=239)[b] 50+ (n=356) [c]
DIGITAL WALLET USAGE
Half of all participants have used or currently use a digital wallet system. PayPal is by far the most common digital wallet used.
Q38. Do you currently use any of the following digital wallet systems/programs? (A digital wallet is an electronic service that stores digital versions of the loyalty or payment or gift cards you normally store in a physical wallet, allowing you to make purchases and payments using your mobile phone.)
51% 44% 7% 7% 3% 3% 3% 2% <1% <1% 2% 45% 4% Any (NET) PayPal Google Wallet Apple Passbook Square Amex Serve MasterCard PayPass V.me (Visa) Isis O2 Other No, I don’t use any No, but I have in the past
Total Used
BARRIERS TO DIGITAL WALLET USAGE
Similar to the barriers of not downloading brand/store apps, those who do not use a digital wallet have concerns about the security and need for such a product/service. Younger respondents (<35) are more likely to be worried about losing their phone and prefer to use paper money when compared to older respondents (50+).
Q44. For which reason(s) do you not use a digital wallet?
37% 24% 19% 19% 10% 7% 8% 13% Unsure about security of the
transactons Never needed one Don’t know enough informaton Worried about losing your phone Prefer to use paper money Didn’t know they existed / Don’t know what they are Don’t have any cards / accounts that would work with a digital wallet Other
Do Not Use A Digital Wallet
Don't Use Digital Wallet (n=564) 27%bc 17%bc 17%c 8% 12% 6% Worried about losing
your phone
Prefer to use paper money
Barriers by Age
DIGITAL WALLET USER EXPERIENCE
Almost half of all respondents who use digital wallets described the service as convenient. Other top descriptors include: easy, simple, and quick. Very few respondents listed negative descriptors to describe their experience using digital currency.
Q40. Which of the following phrases best describe your experience using digital currency?
45% 39% 30% 25% 13% 8% 5% 5% 4% 4% 3% 2% 1% Convenient Easy Simple Quick Awesome Fun Super Terrific Empowering Incredible Priceless Irreplaceable A once in a lifetme experience 5% 4% 3% 3% 3% 2% 2% 2% 2% 1% 1% 1% <1% Complicated Worrisome Confusing Annoying Scary Intmidatng Disappointng Difficult Stressful Mundane Momentous Unfortunate Disastrous
Positive Descriptors
Base: Use Digital Wallet
Systems/Programs
(n=846)
Negative Descriptors
Base: Use Digital Wallet
Systems/Programs
(n=846)
WALLET USE AND ONLINE PURCHASES
Online purchases with mobile phones and tablets are similar, with about one-‐third of respondents making purchases on at least a monthly basis. Digital wallet users are more likely to make online purchases more frequently using their phone or tablet when compared to those who do not use digital wallets.
Q41. How often do you use your mobile phone and/or tablet to make purchases online? <54%> <4%> <15%> <20%> 33% 1% 4% 14%
Any (NET) Daily Weekly Monthly
Tablet Purchases
Use Digital Wallets (n=846) Don't Use Digital Wallets (n=805)
<> indicate significant differences at the 95% confidence level
<64%> <6%> <17%> <23%> 35% 1% 4% 11%
Any (NET) Daily Weekly Monthly
Use Digital Wallets (n=846) Don't Use Digital Wallets (n=805)
Mobile Phone Purchases
50% 4% 11% 17% 10% 4% 5% 42% 8% 44% 3% 10% 17% 9% 3% 2% 21% 35% Any (NET) Daily Weekly Monthly Quarterly Semi-‐annually Annually Never I don't own this device
Mobile Phone Tablet
Frequency of Purchases using Mobile Phone/ Tablet
(n=1651)
DIGITAL WALLET USE AND IN-STORE PURCHASES
Over half of all respondents reported having never made an in-‐store purchase using a mobile phone. Digital wallet users are far more likely to have made an in-‐store purchase with their mobile phone compared to non-‐users.
Q42. And how often do you use your mobile phone to pay for purchases made in store, in person (using a digital wallet, app, coupon, etc.)?
36% 2% 10% 11% 5% 4% 3% 59% 5% Any (NET) Daily Weekly Once a month Once every three months Once every six months Once a year Never I don't own a mobile phone
In-‐Store Purchases with Mobile Phone
Total
<52%>
19%
Use Digital Wallets
(n=846) Don't Use Digital Wallets (n=805)
In-‐Store Purchases
ACCOUNTS HELD / PRODUCTS USED
Q46. Please select from the list below the products/services you have or use. Please select all that apply.
69% 54% 45% 40% 29% 25% 23% 21% 18% 14% 11% Facebook or other social networking
account YouTube iPhone iPad Twiuer account Flickr, Snapfish, Picasa, or other photo sharing sites Google Android phone (such as the T-‐ Mobile G1, T-‐Mobile My Touch, or HTC
Kindle iPod touch Kindle Fire / Kindle Fire HD Blogger or other blogging account
Products/Services Used
RESPONDENT PROFILE
Demographics
(n=1651)
Total
Not Very
Engaged
(n=453)
[a]
Somewhat
Engaged
(n=469)
[b]
Very
Engaged
(n=369)
[c]
Extremely
Engaged
(n=360)
[d]
Q47. Age
Under 25 5% 7% 6% 4% 3% 25-‐34 25% 21% 25% 24% 31% 35-‐49 33% 25% 36%a 37%a 35% 50-‐64 32% 38%b 27% 32% 29% 65+ 6% 9% 6% 5% 3% Estimated Mean 43.8 45.5 42.9 44.2 42.5
Q48. Annual HH Income
Under $25,000 5% 7% 7% 3% 3% Between $25,000 and $39,999 8% 10% 10% 6% 5% Between $40,000 and $49,999 8% 8% 11% 9% 4% Between $50,000 and $59,999 9% 9% 8% 9% 10% Between $60,000 and $74,999 11% 8% 12% 11% 11% Between $75,000 and $99,999 16% 16% 14% 15% 18% Between $100,000 and $124,999 12% 10% 11% 15% 12% Between $125,000 and $149,999 7% 8% 6% 5% 10% $150,000 or more 11% 9% 9% 12% 15%
Prefer not to answer 13% 15% 12% 15% 12%
Estimated Mean $84,450 $81,260 $78,390 $86,790 $93,920
Q49. Gender
Male 25% 23% 26% 27% 26% Female 75% 77% 74% 73% 74%
Q50. Ethnicity
Caucasian 71% 71% 67% 74% 75%b Asian 10% 10% 12% 10% 9% African American 6% 6% 7% 5% 6% Hispanic 5% 6% 8% 4% 4% Native American <1% 0% 0% 1% 1% Other 2% 3% 2% 1% 2%Demographics
(n=1651)
Total
Not Very
Engaged
(n=453)
[a]
Somewhat
Engaged
(n=469)
[b]
Very
Engaged
(n=369)
[c]
Extremely
Engaged
(n=360)
[d]
Q51. Education
Some high school or less <1% 1% <1% 0% <1%
High school graduate 8% 12% 9% 5% 3%
Some college 24% 26% 23% 24% 23%
College graduate 38% 34% 39% 37% 43%
Post graduate work or degree 30% 27% 29% 33% 31%
Q52. Region
South 29% 31% 32% 27% 26% West 25% 23% 26% 30% 23% Northeast 24% 23% 24% 25% 26% Midwest 21% 23% 19% 18% 24%
APPENDIX
eGift Card users were grouped by their level of electronic engagement:
Extremely Engaged – High tech users (apps and electronic reminders) + purchased multiple eGift Cards + high likelihood to use eGift Cards in the future.
Very Engaged – Moderate to high tech users (apps and electronic reminders) + purchased at least one eGift Card + high likelihood to use eGift Cards in the future.
Somewhat Engaged – Low tech users (apps and electronic reminders) + purchased at least one eGift Card + moderate likelihood to use eGift Cards in the future.
Not Very Engaged – Low tech users (apps and electronic reminders) + have not purchased an eGift Card + moderate likelihood to use eGift Cards in the future.
