Dentsu Inc. Smart Platform [21]The Key to Selling Products via Smartphone Lies in "Self-Convincing Purchases"!?
Hello, I'm Seto from Dentsu Inc. Smart Platform. Last time, we learned about the unique and interesting shopping habits of smartphone-native college students. Building on that, this time we conducted a survey of smartphone users. We closely observed their behavior and conducted individual interviews to track the process from information exposure to purchase. I'd like to share the distinctive consumption patterns we observed among smartphone users.
[Survey Overview]
Subjects: 5 men and women in their late 20s to early 30s. Detailed attributes are as follows:
・Office workers
・Smartphone users
・Made non-essential purchases within the past month and have items they intend to buy within the next month
・Average monthly disposable income of ¥30,000 to ¥50,000
Objective: To clarify where and how people in the smartphone era encounter information, develop interest, and decide to purchase products
Method: Conducted as a simplified digital ethnography study, including ① diary studies, ② smartphone log analysis, and ③ mini-depth interviews.
Smartphone users' unique purchasing behavior = "Self-Convincing Purchase"
Examining the sequence and content of information encountered on smartphones leading to product purchases revealed significant commonalities. All subjects spent considerable time gathering information between developing desire and purchase, gradually increasing their conviction about the "buy" decision. (See image below)
It's hardly a new observation that third-party reviews are a key factor driving these users to purchase. What matters more than the reviews being positive is the process itself – how much they verified the information and convinced themselves. It's a buying style where they focus on how much they can convince themselves between "wanting" and "buying," essentially a "self-convincing purchase."
Surveys revealed comments like this:
"(Because it's easy to gather information) I feel like having a smartphone means I've made purchases I don't regret. I think it gives me more certainty and confidence in my buying decisions."
"(When buying something, I look at the supporting information) to consider its value. There's no specific percentage threshold, but once I reach a point where I think 'Yeah, this is probably a good product' and feel a certain level of trust and confidence within myself, that's when I 'buy'."
Instant × Mixed For Me = "Self-Convincing Purchases" Emerge!?
Through our smartphones, we engage in consumption where we constantly verify the reliability and volume of information received while confirming our own desire. This is a process unique to smartphones. After clearing this process and reaching a point of self-affirmation—where we convince ourselves—the purchase switch is flipped, meaning "self-convincing purchase" occurs. So, I reconsidered the smartphone features that seem to be key hints supporting this "self-convincing purchase."
Feature 1: Instant
For many smartphone users, it's become routine: unlocking their phone to kill time, opening apps out of habit, and rapidly scrolling through social media timelines or curated app articles. The speed of information exposure accelerates, simplifying thought processes. The desire to quickly decide whether to buy or not drives further information searches.
Feature 2: Mixed
Despite fitting in the palm of your hand, smartphones are packed with conversations, ads, effects, text, images—a chaotic mix of communication forms crammed onto the screen. This state keeps our eyes and minds constantly busy, urging immediate decisions and driving us to take the next action.
Feature 3: For Me
Smartphones combine functions like calls, emails, photography, and video recording. They are the ultimate personal device, both physically and in terms of content, capable of recording our actions and emotional states. We unconsciously perceive them not just as terminals, but as entities that "should deliver information just for me" and "understand me." (Setsu)
Aiming for "Self-Justified Purchases"
From here, Sugihara from Dentsu Inc. Smart Planning will explore this further. "Self-convincing purchases" will likely become an increasingly common way of buying for the smartphone generation. How can we intentionally drive this behavior among smartphone users? While it depends on the specific category of product or service, broadly speaking, it's crucial to create the three elements mentioned above: Instant, Mixed, and For Me. For instance, to create a more satisfying shopping experience, ideas could emerge here—such as refining navigation paths, visual design, or presenting recommendation features in a more personalized way.
And I believe the greatest change brought about by smartphone communication—with its Instant, Mixed, and For Me characteristics—is how we process information. This ties back to the content of the first installment of this series. Amidst increased speed, chaotic content, and personal biases, we no longer carefully recognize and interpret each piece of information individually. Instead, we engage in fleeting information encounters. This is less about reading or viewing and more akin to "scanning" (just like a printer).
This time, we conducted a simplified digital ethnography study to understand "where and how people in the smartphone era encounter information, develop interest in products, and become motivated to purchase." Specifically, we combined the three methods introduced at the beginning: ① diary studies, ② smartphone log analysis, and ③ mini-depth interviews. This approach revealed subtle behaviors (detailed processes of information contact) that wouldn't surface in simple web surveys or group interviews, and that individuals themselves might not even remember. We feel this methodology will likely gain more attention in the future when formulating actual sales promotion strategies.
Beyond simple hypothesis testing, the role of such research—particularly studies consistently analyzing log data, shifts in awareness, and raw voice—will likely grow significantly in capturing both actual feelings and actions.
Next time, I'd like to challenge myself to examine the consumption desires of the smartphone generation as a process, using their unique method of information contact—"scanning"—as the starting point. Stay tuned! (Sugihara)
◎ What is "Dentsu Inc. Smart Plan"?
It is a planning unit dedicated to launching, growing, and expanding businesses on smart devices (primarily smartphones, but also PCs, tablets, etc.).
Our team includes diverse professionals such as strategic planners, communication planners, consultants, copywriters, and producers, all with extensive experience in marketing communications for smartphone games and apps. Furthermore, as each member is passionate about specific areas, we support marketing activities by deeply exploring challenges and engaging clients with our unique personalities and human skills.
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Author
Yoko Seto
Dentsu Inc.
Since joining the company, I have managed clients across various industries. After working in the marketing and digital departments, I now provide comprehensive support for client companies undergoing transformation. I offer consulting services for new business development, brand development, product development, and the formulation of mid-to-long-term strategies.
Miho Sugihara
Dentsu Inc.
Joined the company in 2013. Handled new product development, campaign planning, and branding projects for domestic and international companies and markets. Belongs to 'Dentsu Smart Plan,' focusing on consumer behavior using smartphones and developing insights on Instagram.