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SaskTel

Layers
by

Ramsha Khan

on 31 May 2016

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Transcript of SaskTel

OVERVIEW
Conducted a study on consumer behavior to understand business search platforms

Used an online survey approach

Participated by 68 panel members
SEARCH RESULTS
LOCATION BASED SEARCH STRATEGY
RANKING STRATEGY
80% of the users begin their search when looking for a specific business or a service

With proximity being the deciding factor for 55% of the users compared to 44% based on business content
Gap- Users want to see search results to be sorted by location on a local shopping app than the amount of information/business content
PROJECTION
Why is it important to DirectWest?
WILLINGNESS TO PROVIDE CONTENT
66% of the users are more likely to submit comments and feedback to a local shopping site app; with 59% to submit reviews

35% are likely to submit event information- Opportunity to create a forum for organizers to post event information to the local search app
WEB BROWSER VS MOBILE APP
Many users find Google/browser search sufficient to complete local business searches

Too many apps already on the phone
RESEARCH ANALYSIS
Use of smartphone to search for a local business
RESPONDENTS' APP TRENDS
With 65% users using web browser to search on their phone
Whereas, 35% are using app; offering an emerging platform
GO FORWARD STRATEGY
Keeping mysask411 app

Searching results based on location of business or services than content

Creating potential information for app users by including business hours of operation, pricing, deals/coupons or product availability

Creating an opportunity for event organizers to engage with the community and our platform
SATISFACTION WITH THE BUSINESS APP CURRENTLY USED
All respondents were satisfied with the current mobile apps

No compelling reasons to switch apps that are currently available

A compelling reason can potentially be created by including business hours of operation, pricing, deals/coupons or product availability

However, this is not a measure of how frequently the app has been used by the users

SaskTel
DirectWest-Consumer Behaviour Research
By Inisghtrix - May 2016
Base: Respondents who search for local businesses or services on their mobile phone. n=66
Smartphone Optimization
More than 90% use smartphone monthly for business search or services

With only 3% never using it for business searches
Base: Respondents who search for local businesses or services on their mobile phone. n=66
Base: Respondents who search for local businesses or services on their mobile phone. n=66
Base: All respondents. n=68
Base: All respondents. n=68
Base: Respondents who do not use any mobile apps to search for local businesses or services. n=43
75% have unused apps

Reasons for retaining the apps
Future needs and/or sufficient mobile storage
In-built apps- cannot be deleted
Base: All respondents. n=68
Time to delete infrequently used apps
51% - Lack of use
48% because storage and battery life are currencies
46% of the unused apps are deleted within 6 months
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