Getting Social in the Supermarket

JUNE 2012 GETTING SOCIAL IN THE SUPERMARKET DIGITAL CONTENT INFLUENCESA QUARTER OF ALL FMCG/CPG PURCHASES' A QUARTER ENN PURCHASES THAT ARE INFLUENCED BY MOBILE OR ONLINE CONTENT' 34% NON-ALCOHOLIC BEVERAGE 26% BEAUTY AND PERSONAL CARE 38% BABY AND CHILD CARE 18% FRESH FOOD 19% PACKAGED FOOD 18% HOUSEHOLD CLEANING AND DETERGENT MOBILE CONTENT IS INCREASINGLY IMPORTANT aaadicaiiate 59% OF CUSTOMERS WILL ACCESS A SUPERMARKET WEBSITE USING WILL ACCESS SUPERMARKET 3% INFORMATION ON THEIR SMART PHONE OR MOBILE PHONE TABLET DEVICES 37% OF GROCERY SHOPPERS ACCESS STORES' SOCIAL MEDIA SITES 50% OF UK SHOPPERS OWN A SMARTPHONE, COMPARED TO 38% OF US 5% OF UK SHOPPERS OWN A TABLET SHOPPERS AND 23% OF GERMAN SHOPPERS SOCIAL MARKETING COUNTS“ 76% OF PEOPLE RELY ON RECOMMENDATIONS FROM FRIENDS TO INFORM THEIR PURCHASES 15% RELY ON ADVERTISING PENETRATION OF PRICE COMPARISON APPLICATIONS DOUBLED DURING 2011, WITH OVER 13 MILLION BARCODE, QR CODE SCANNERS AND PRICING APPS DOWNLOADED IN THE 12 MONTH PERIOD5 13,000000 3/ FMCG/CPG CUSTOMERS AS IMPORTANT INFLUENCES TO IMPULSE BUY BUY LIST SOCIAL AND MOBILE MARKETING 56 PERCENT 78% FMCG/CPG CUSTOMERS EXPECT BRANDS TO HAVE AN ACTIVE TWITTER FEED' OF SHOPPERS EXPECT A MOBILE-FRIENDLY WEBSITE SPECIAL F DIGITALLY ENGAGED 41% SHOPPERS SPENT 27% MORE THAN 27% OF SHOPPERS EXPECT TO THOSE USING TRADITIONAL CHANNELS RECEIVE SPECIAL Unilever OFFERS IN RETURN FOR FOLLOWING UNILEVER SPENT 15% OF ITS ADVERTISING BUDGET ONLINE IN 2011" ABRAND ON FACEBOOK' Kellog's KELLOGG'S SPENT OVER $1 BN ON DIGITAL PROMOTION' "$1BILLION TWITTER LAUNCHED ITS NEW IN-STORE COUPON INITIATIVE IN MARCH 2012" #GIVEMEADISCOUNT! FMCGS/CPGS ACCOUNT FOR 14.5% OF ONLINE ADVERTISING OF SMARTPHONE USERS WOULD LIKE TO RECEIVE SPECIAL OFFERS RELATING TO THEIR LOCATION" 21% 14.5% EXPENDITURE – SECOND ONLY TO THE FINANCIAL SERVICES SECTOR SUNDAY IS THE BEST DAY FOR FMCG DIGITAL ENGAGEMENT ON FACEBOOK, WITH 1 IN EVERY 600 FOLLOWERS INTERACTING WITH FMCG BRANDS THE COLA WARS" HAS OVER 41 HAS AROUND MILLION 8 MILLION FANS ON FACEBOOK FANS ON FACEBOOK COMPARED TO A TV SPOT, A MOBILE AD FOR CAMPBELL'S SOUP WAS OVER TWICE AS MEMORABLE AT ONLY 4% OF THE COST'5 KRAFT $1MILLION IN DOWNLOAD REVENUE Campoels Cumpo:l TWICE AS MEMORABLE KRAFT'S RECIPE APP FOR THE IPHONE HAS EARNED OVER $IMILLION IN DOWNLOAD REVENUE, AS WELL AS BEING AN EFFECTIVE PROMOTIONAL TOOL Honecan Onine Doa G Sources: 'Natan Shapper enchanak Sarey-a2 201 anbgtalcaculan Sarvey, G201 omies Quoon aenMaeretdew Dacember 20 aOM 201 Surey TAMBA eken Homescan Taken analyak amp OTAMBA, June 2012. Infographic free to use, share and distribute hovwever plecse do not dter contents and hyperlink to the source here: http://www.tamba.co.uk/blog/infographic-getfing-social-in-the-supermarkel-TAMBA BRAVE I PLAYFUL I DIGITAL 00