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Mobile Advertising and Shopping - US - July 2014

“With smartphone penetration rising quickly through the late majority, brand spend on mobile ads and consumer spend on mobile shopping will both see radical growth."

– Billy Hulkower, Senior Technology and Media Analyst

This report looks at the following issues:

  • Are larger screens making mobile ads and shopping easier?
  • Are mobile ads becoming more effective?
  • Are smartphones the engine of growth for online sales?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Mobile ad sales doubling annually
                          • Figure 1: US mobile ad sales, 2010-13
                        • Mobile shopping to reach $100 billion in 2017
                          • Figure 2: US mobile shopping sales, 2011-17
                        • The consumer
                          • Tablets left at home
                            • Figure 3: Locations where internet is accessed via smartphone, tablet, and PC, March 2014
                          • Mobile social not nearly tapped out
                            • Figure 4: Types of ads seen on a smartphone or tablet in past month, March 2014
                          • Younger adults comfortable with mobile ads
                            • Figure 5: Attitudes toward mobile ads, by age, March 2014
                          • Weekly shoppers more comfortable still with mobile ads
                            • Figure 6: Attitudes toward mobile ads, by frequency of online shopping, March 2014
                          • PC shopping still dominant
                            • Figure 7: Frequency of online shopping, smartphone vs tablet vs PC, March 2014
                          • What we think
                          • Issues and Insights

                              • Are larger screens making mobile ads and shopping easier?
                                • The issues
                                  • The implications
                                    • Are mobile ads becoming more effective?
                                      • The issues
                                        • The implications
                                          • Are smartphones the engine of growth for online sales?
                                            • The issues
                                              • The implications
                                              • Trend Applications

                                                  • Trend: Attention Economy
                                                    • Trend: Play Ethic
                                                      • Trend: FSTR HYPR
                                                      • Sales Data

                                                        • Key points
                                                          • Mobile ad sales double in 2013
                                                            • Figure 8: US mobile ad sales, at current prices, 2010-13
                                                            • Figure 9: US mobile ad sales as share of total online ad sales, 2010-13
                                                          • Mobile shopping sales set to double from 2014-17
                                                            • Figure 10: US mobile shopping sales, at current prices, 2011-17
                                                            • Figure 11: US mobile shopping sales as share of total online shopping, 2011-17
                                                        • Market Drivers

                                                          • Key points
                                                            • Device ownership and mobile web usage
                                                              • Half of seniors own a smartphone or a tablet
                                                                • Figure 12: Smartphone and tablet ownership, by age, March 2014
                                                                • Figure 13: Smartphone and tablet ownership, by household income, March 2014
                                                                • Figure 14: Smartphone and tablet ownership, by presence of children in household, March 2014
                                                              • Tablets left at home
                                                                • Figure 15: Locations where internet is accessed via smartphone, tablet, and PC, March 2014
                                                              • Mobility for the young
                                                                • Figure 16: Locations where internet is accessed via smartphone, by age, March 2014
                                                                • Figure 17: Locations where internet is accessed via tablet, by age, March 2014
                                                              • Away from home smartphone usage rises with income
                                                                • Figure 18: Locations where internet is accessed via smartphone, by household income, March 2014
                                                              • Showrooming
                                                                • Figure 19: Checking online pricing for desired products seen in store, by age, April 2013-December 2013
                                                                • Figure 20: Checking online pricing for desired products seen in store, by household income, April 2013-December 2013
                                                              • Permission marketing
                                                                • Figure 21: Interest in deals and new product announcements, April 2012-December 2013
                                                              • Barcode scanning
                                                                • Figure 22: Research conducted online while at a brick-and-mortar store in past month, by age, March 2014
                                                            • Leading Companies

                                                              • Key points
                                                                • Amazon far in lead for mobile sales
                                                                  • Figure 23: US mobile shopping sales of selected retailers, 2012-13
                                                              • Marketing Strategies

                                                                • Amazon Dash and Firefly push Amazon sales
                                                                  • Figure 24: Amazon Dash promotional video, April2014
                                                                • Gilt Groupe and HauteLook take to the air
                                                                  • Figure 25: Gilt Groupe TV ad, 2014
                                                                  • Figure 26: HauteLook TV ad, 2014
                                                                • Apps
                                                                  • eBay
                                                                    • Figure 27: eBay app, 2014
                                                                  • Amazon
                                                                    • Figure 28: Amazon app screen shot, 2014
                                                                  • Walmart
                                                                    • Figure 29: Walmart app, 2014
                                                                  • Gilt Groupe
                                                                    • Figure 30: Gilt Groupe app, 2014
                                                                  • Cartwheel by Target
                                                                    • Figure 31: Cartwheel by Target app, 2014
                                                                  • Macy’s
                                                                    • Figure 32: Macy’s app screen shot, 2014
                                                                • Innovations and Innovators

                                                                  • Amazon enters visual web with image recognition
                                                                    • Figure 33: Amazon Dash, 2014
                                                                  • Amazon builds relationship with Twitter
                                                                    • PayPal launches biometric security
                                                                      • Sears makes it easier to pick up online orders at stores
                                                                        • Figure 34: Sears 5-Minute guarantee for store pick-up, 2014
                                                                      • PS DEPT. offers support
                                                                      • Attitudes toward Mobile Ads

                                                                        • Key points
                                                                          • Consumers still seek quid pro quo for phone ads
                                                                            • Figure 35: Attitudes toward mobile ads, March 2014
                                                                          • Men more comfortable with mobile ads
                                                                            • Figure 36: Attitudes toward mobile ads, by gender, March 2014
                                                                          • Age dominant feature of attitudes toward ads on phones
                                                                            • Figure 37: Attitudes toward mobile ads, by age, March 2014
                                                                        • Reach of and Response to Mobile Ads

                                                                          • Key points
                                                                            • Reach of smartphone ads and tablet ads similar
                                                                              • Figure 38: Types of mobile ads seen on a smartphone or tablet in past month, March 2014
                                                                            • Striking opportunities to reach younger adults
                                                                              • Figure 39: Types of mobile ads seen on a smartphone in past month, by age, March 2014
                                                                              • Figure 40: Types of mobile ads seen on a tablet in past month, by age, March 2014
                                                                            • Family-friendly materials favorable
                                                                              • Figure 41: Types of mobile ads seen on a smartphone in past month, by presence of children in household, March 2014
                                                                            • Tablet ads more likely to reach middle- and higher-income groups
                                                                              • Figure 42: Types of mobile ads seen on a tablet in past month, by household income, March 2014
                                                                            • Younger age groups click, forward, and buy
                                                                              • Figure 43: Response to mobile advertising, by age, March 2014
                                                                          • Online and Mobile Research

                                                                            • Key points
                                                                              • Comparison of usage across devices
                                                                                • Figure 44: Devices used in past month to shop or conduct research online, March 2014
                                                                                • Figure 45: Locations where internet is accessed via tablet, by household income, March 2014
                                                                              • Younger adults conducting research via PC, phone, and tablet
                                                                                • Figure 46: Devices used in past month to shop or conduct research online, by age, March 2014
                                                                              • Higher-income groups more likely to shop/research on tablets
                                                                                • Figure 47: Devices used in past month to shop or conduct research online, by household income, March 2014
                                                                                • Figure 48: Smartphone and tablet ownership, by household income, March 2014
                                                                              • Limited use of barcode scanning
                                                                                • Figure 49: Types of product research conducted online in past month on a smartphone, March 2014
                                                                              • 25-34s in lead for smartphone research
                                                                                • Figure 50: Types of product research conducted online in past month on a smartphone, by age, March 2014
                                                                              • Capitalizing on commutes
                                                                                • Figure 51: Types of product research conducted online in past month on a PC, by household income, March 2014
                                                                                • Figure 52: Locations where internet is accessed via PC, by household income, March 2014
                                                                              • Tablets for browsing
                                                                                • Reading customer reviews
                                                                                  • Figure 53: Research conducted for last purchase made on a smartphone, by age, March 2014
                                                                                • Younger adults conduct more research on tablets
                                                                                  • Figure 54: Research conducted for most recent purchase made on a tablet, by age, March 2014
                                                                              • Frequency of Online and Mobile Shopping

                                                                                • Key points
                                                                                  • Monthly online purchasing the norm
                                                                                    • Figure 55: Frequency of online shopping, March 2014
                                                                                  • PCs still carry the bulk of purchases
                                                                                    • Figure 56: Frequency of online shopping, smartphone vs tablet vs PC, March 2014
                                                                                  • Findings by gender, age, and income
                                                                                    • Age and gender: smartphone shopping
                                                                                      • Figure 57: Frequency of online shopping via smartphone, by age, March 2014
                                                                                      • Figure 58: Frequency of online shopping via smartphone, by gender and age, March 2014
                                                                                    • Age and gender: tablet shopping
                                                                                      • Figure 59: Frequency of online shopping via tablet, by age, March 2014
                                                                                      • Figure 60: Frequency of online shopping via tablet, by gender and age, March 2014
                                                                                    • Age and gender: PC shopping
                                                                                      • Figure 61: Frequency of online shopping via PC, by gender and age, March 2014
                                                                                      • Figure 62: Frequency of online shopping via PC, by age, March 2014
                                                                                    • Frequency of online shopping by household income
                                                                                      • Figure 63: Frequency of online shopping via smartphone, by household income, March 2014
                                                                                      • Figure 64: Frequency of online shopping via tablet, by household income, March 2014
                                                                                      • Figure 65: Frequency of online shopping via PC, by household income, March 2014
                                                                                  • The Frequent Shopper

                                                                                    • Key points
                                                                                      • Purchasing behavior the most important piece of mobile segmentation
                                                                                        • Figure 66: Types of product research conducted online in past month on a smartphone, by frequency of online shopping, March 2014
                                                                                        • Figure 67: Response to mobile advertising, by frequency of online shopping, March 2014
                                                                                        • Figure 68: Attitudes toward mobile ads, by frequency of online shopping, March 2014
                                                                                    • Impact of Race and Hispanic Origin

                                                                                      • Key points
                                                                                        • Asians and Hispanics more mobile friendly to ads and shopping
                                                                                            • Figure 69: Devices used in past month to shop or conduct research online, by race/Hispanic origin, March 2014
                                                                                            • Figure 70: Response to mobile advertising, by race/Hispanic origin, March 2014
                                                                                            • Figure 71: Frequency of online shopping via smartphone, by race/Hispanic origin, March 2014
                                                                                            • Figure 72: Frequency of online shopping via tablet, by race/Hispanic origin, March 2014
                                                                                        • Appendix – Other Useful Tables

                                                                                          • Additional tables by race and Hispanic origin
                                                                                            • Figure 73: Smartphone and tablet ownership, by race/Hispanic origin, March 2014
                                                                                            • Figure 74: Locations where internet is accessed via smartphone, by race/Hispanic origin, March 2014
                                                                                            • Figure 75: Locations where internet is accessed via PC, by race/Hispanic origin, March 2014
                                                                                            • Figure 76: Frequency of online shopping via PC, by race/Hispanic origin, March 2014
                                                                                            • Figure 77: Attitudes toward mobile ads, by race/Hispanic origin, March 2014
                                                                                            • Figure 78: Types of mobile ads seen on a smartphone in past month, by race/Hispanic origin, March 2014
                                                                                            • Figure 79: Types of product research conducted online in past month on a PC, by race/Hispanic origin, March 2014
                                                                                          • Frequency of online shopping
                                                                                            • Figure 80: Smartphone and tablet ownership, by frequency of online shopping, March 2014
                                                                                            • Figure 81: Locations where internet is accessed via smartphone, by frequency of online shopping, March 2014
                                                                                            • Figure 82: Locations where internet is accessed via tablet, by frequency of online shopping, March 2014
                                                                                            • Figure 83: Locations where internet is accessed via PC, by frequency of online shopping, March 2014
                                                                                            • Figure 84: Types of mobile ads seen on a smartphone in past month, by frequency of online shopping, March 2014
                                                                                            • Figure 85: Types of mobile ads seen on a tablet in past month, by frequency of online shopping, March 2014
                                                                                            • Figure 86: Research conducted for most recent purchase made on a tablet, by frequency of online shopping, March 2014
                                                                                            • Figure 87: Devices used in past month to shop or conduct research online, by frequency of online shopping, March 2014
                                                                                            • Figure 88: Types of product research conducted online in past month on a PC, by frequency of online shopping, March 2014
                                                                                            • Figure 89: Types of product research conducted online in past month on a PC, tablet, or smartphone, by frequency of online shopping, March 2014
                                                                                            • Figure 90: Research conducted for most recent purchase made on a PC, by frequency of online shopping, March 2014
                                                                                          • Locations where Internet is accessed
                                                                                            • Via smartphone
                                                                                              • Figure 91: Locations where internet is accessed via smartphone, by presence of children in household, March 2014
                                                                                            • Via tablet
                                                                                              • Figure 92: Locations where internet is accessed via tablet, by presence of children in household, March 2014
                                                                                            • Via PC
                                                                                              • Figure 93: Locations where internet is accessed via PC, by age, March 2014
                                                                                              • Figure 94: Locations where internet is accessed via PC, by presence of children in household, March 2014
                                                                                            • Attitudes toward mobile ads
                                                                                              • Figure 95: Attitudes toward mobile ads, by household income, March 2014
                                                                                            • Reach of and response to mobile ads
                                                                                              • Figure 96: Types of mobile ads seen on a smartphone in past month, by household income, March 2014
                                                                                              • Figure 97: Response to mobile advertising, by household income, March 2014
                                                                                            • Research
                                                                                              • Via smartphone
                                                                                                • Figure 98: Types of product research conducted online in past month on a smartphone, by household income, March 2014
                                                                                                • Figure 99: Research conducted for last purchase made on a smartphone, by gender and age, March 2014
                                                                                                • Figure 100: Research conducted for last purchase made on a smartphone, by age, March 2014
                                                                                                • Figure 101: Research conducted for last purchase made on a smartphone, by household income, March 2014
                                                                                              • Via tablet
                                                                                                • Figure 102: Research conducted for most recent purchase made on a tablet, by gender and age, March 2014
                                                                                                • Figure 103: Research conducted for most recent purchase made on a tablet, by household income, March 2014
                                                                                              • Via PC
                                                                                                • Figure 104: Types of product research conducted online in past month on a PC, by gender, March 2014
                                                                                                • Figure 105: Types of product research conducted online in past month on a PC, by age, March 2014
                                                                                                • Figure 106: Types of product research conducted online in past month on a PC, by gender and age, March 2014
                                                                                                • Figure 107: Research conducted for most recent purchase made on a PC, by gender and age, March 2014
                                                                                                • Figure 108: Research conducted for most recent purchase made on a PC, by household income, March 2014
                                                                                                • Figure 109: Research conducted for most recent purchase made on a PC, by age, March 2014
                                                                                              • Frequency of online shopping
                                                                                                • Via smartphone
                                                                                                  • Figure 110: Frequency of online shopping via smartphone, by gender, March 2014
                                                                                                • Via tablet
                                                                                                  • Figure 111: Frequency of online shopping via tablet, by gender, March 2014
                                                                                              • Appendix – Trade Associations

                                                                                                Companies Covered

                                                                                                • Amazon North America
                                                                                                • Apple, Inc
                                                                                                • Costco Wholesale Corporation
                                                                                                • CVS Caremark Corporation
                                                                                                • Digital Media Association (DiMA)
                                                                                                • Interactive Advertising Bureau (US)
                                                                                                • National Retail Federation (NRF)
                                                                                                • Office Depot
                                                                                                • Overstock.com Inc.
                                                                                                • Target Corporation
                                                                                                • Walgreen Co
                                                                                                • Walmart Stores (USA)

                                                                                                Mobile Advertising and Shopping - US - July 2014

                                                                                                US $3,995.00 (Excl.Tax)