MasterCard Retail Social Listening Study

MasterCard Media Monitoring & Analysis
MasterCard Retail Social Listening Study
Social Media Insights July 2014 – June 2015
Prepared for: MasterCard Europe
Date: September 2nd, 2015
Retail Social Listening Study | About the Study
Study summary
The MasterCard Retail Social Listening study uncovered more than 1.6 million social media posts from July 2014 to June 2015 on the subject of shopping and retail conversations, in
the context of MasterCard and its industry peers. The social media channels included within the study were Twitter, Facebook, Instagram, Forums, Weibo (CN), Google+ and YouTube.
The study covers unique consumer opinion from 61 markets in North and South America, Europe, Africa, Asia and the Pacific Rim. Using PRIME Research’s dynamic global insights
and engagement engine –the research firm identified trends on convenience, safety & security, acceptance and declines, and other aspects related to shopping and retail
conversations.
What is social listening?
Social listening is a new type of study or report, based on real-life social media conversations. Publically available social media conversations are mined for information to provide
powerful insights on what topics are responsible for driving conversations.
How is the study conducted?
By using PRIME Research’s dynamic global insights and engagement engine –the research firm can identify trends a various type of topics. In this case, we looked into convenience,
safety & security, acceptance and declines, and other aspects related to shopping and retail conversations.
How do you filter out what is shopping and retail conversations?
PRIME Research and MasterCard continuously monitor and analyse content in the context of MasterCard and its industry peers. For this study, we pulled out shopping and retail
conversations/media posts from within the aforementioned pool of content by using key terminology associated with shopping and retail.
How to you define a media post?
A media post is a single piece of public content posted by a user of a social media network.
How can you tell from what geographic region posts are published?
PRIME Research collects geo-data from social media posts where this data is available. This means that we can identify where users are posting from, as long as they are sharing their
location when they post. Around 1/5 of the social conversations are geo-tagged.
How does this research differentiate from traditional survey data?
Using publically available social media conversations provides a unique and relatively new angle of analysis. Consumer opinion on social media tends to reflect more of an ‘in the
moment’ conversation, and additionally consumers are often speaking without filters. Whereas in a typical survey, they are answering a set list of questions, and are trying to
remember their experiences, or to form opinions based on questions that they are asked. So a social listening study allows analysis of consumer opinions that occur at the precise
moment.
Retail Social Listening Study | Topline findings
Rewards & Benefits
Convenience
2%
21%
Convenience
Universe
MasterCard, Competitor & Industry Conversations
77% of all
Convenience
conversations
were positive
in tone.
Markets
Global
All
conversations
Period
01.07.2014 – 30.06.2015
Acceptance
38% of all
21% of all
Shopping and
Retail
Conversations
were on the
topic of
Rewards &
Benefits, the
most discussed
topic of the
study.
Shopping and
Retail
Conversations
were on the
topic of
Acceptance,
the second
most discussed
topic of the
study.
All
conversations
Media types
[Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ]
Measurement
Volume | Sentiment
Retail Social Listening Study | Industry | Convenience Conversations
 Convenience through technology innovations: New payment innovations and launches into the payments market stirred up the most conversation, the study found. The
emergence of new digital payments lead to the most positive conversations around convenience (77%) with the travel sector leading the way in terms of the highest share of
coverage. Consumers specifically highlighted their preference for not necessarily needing to take their wallet on every trip and being able to use mobile payments when they
travel.
2%
21%
Convenience
12% of Food
conversations were
on the topic of
Convenience.
16% of Travel
conversations were
on the topic of
Convenience.
Travel
Universe
MasterCard, Competitor & Industry Conversations
Markets
Global
11% of Consumer
Tech conversations
were on the topic of
Convenience.
Consumer
Tech
Food
Period
01.07.2014 – 30.06.2015
77% of all
Convenience
conversations were
positive in tone.
9% of Entertainment
conversations were
on the topic of
Convenience.
Entertainment
Media types
[Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ]
7% of Fashion
conversations were
on the topic of
Convenience.
Fashion
Measurement
Volume | Sentiment
Retail Social Listening Study | Industry | Rewards & Benefits Conversations
 Being rewarded: Rewards and benefits for the consumer was the most vociferously and positively discussed topic across social media when it came to shopping and retail (38%
share of coverage of the six aspects measured). Entertainment was the sector leading the way, where rewards & benefits was most discussed. Consumers expressed eagerness for
further acceptance of NFC payments allowing them to receive rewards for using them regularly, such as with MasterCard’s Fare Free Friday’s in London.
All
conversations
36% of Fashion
conversations were
on the topic of
Rewards & Benefits.
41% of Entertainment
conversations were on
the topic of Rewards &
Benefits.
Entertainment
Universe
MasterCard, Competitor & Industry Conversations
Fashion
Markets
Global
26% of Travel
conversations were
on the topic of
Rewards & Benefits.
34% of Food
conversations were
on the topic of
Rewards & Benefits.
Food
Period
01.07.2014 – 30.06.2015
38% of all Shopping
and Retail
Conversations were
on the topic of
Rewards & Benefits.
Travel
Media types
[Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ]
25% of Consumer
Tech conversations
were on the topic of
Rewards & Benefits.
Consumer
Tech.
Measurement
Volume | Sentiment
Retail Social Listening Study | Industry | Acceptance Conversations
 Demand for increased acceptance: After rewards and benefits, consumer discussion of which retailers do and do not accept newer forms of payment was the second most
discussed topic according to the study (21% share of coverage of the six aspects measured). Consumers discussed extensively their desire for retailers to integrate new payment
systems, with conversations about fashion being most prominent in terms of sector. Fashion focussed shoppers were the most keen to shout about retailers who accept new
methods of payment, such as contactless acceptance and mobile payment capabilities.
All
conversations
37% of Fashion
conversations were
on the topic of
Acceptance.
Fashion
Universe
MasterCard, Competitor & Industry Conversations
15% of Consumer
Tech conversations
were on the topic of
Acceptance.
16% of
Entertainment
conversations were
on the topic of
Acceptance.
Consumer
Tech
Entertainment
Markets
Global
Period
01.07.2014 – 30.06.2015
21% of all Shopping and Retail
Conversations were on the topic of
Acceptance, the second highest
aspect discussed.
7% of Travel
conversations
were on the
topic of
Acceptance.
10% of Food
conversations were
on the topic of
Acceptance.
Food
Media types
[Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ]
Travel
Measurement
Volume | Sentiment
Retail Social Listening Study | Industry | Aspects Coverage by Region
 Rewards & Benefits aspect was responsible for 60% of Shopping & Retail conversation in MEA. Launch of MasterCard competition to win tickets to the Rugby World Cup generated
sharing of content on social media. Other payment providers offers also widely shared in the region, such as Visa offering buy one get one free on cinema tickets. MEA consumers
also keen for rollout of Apple Pay, and to use it to buy pins on Pinterest.
 In LAC, Acceptance & Declines took the highest share of any region, with 40% of coverage for the aspects included. Extensive consumer conversations on the news that Microsoft
will accept Bitcoin for mobile, apps and Xbox shopping.
 Europe had the greatest share of Costs & Fees coverage compared to the other sectors, with 19% for the aspects included. Users discuss fees of using certain ATM’s to withdraw
cash for shopping, of confusion over possible fees from overdrafts when shopping, and consumers frustrated with fees attached to gift cards, particularly with AmEx.
Convenience
Safety & Security
AP
9%
LAC
8%
N. America
8%
Europe
5%
4%
9%
4%
10%
7%
22%
Markets
Global
24%
60%
50%
Period
01.07.2014 – 30.06.2015
15%
47%
19%
7%
0%
Universe
MasterCard, Competitor & Industry Conversations
7%
12%
16%
Rewards & Benefits
40%
40%
19%
12%
Costs & Fees
9%
8%
11%
6%
Acceptance & Declines
28%
22%
13%
MEA
Customer Service
Share of aspect coverage [volume]
100%
Media types
[Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ]
Measurement
Volume
Retail Social Listening Study | Industry | Favourable Tone by Sectors and Regions
 MEA had the equal highest favourable tone on the topic of travel. MasterCard MEA offer a chance to win cashback when using a card when travelling for retail use, causing
sharing amongst consumers. Travel packages are available as Rewards & Benefits to consumers when shopping with various products, also causing consumer sharing on social
media.
 AP had the highest favourable tone in three of five sectors measured. For food, consumers discuss and share available discounts when using new payment technology such as
contactless. For Travel, consumers note how taking a credit card abroad makes shopping easier and more convenient.
 LAC had the highest favourable tone on Entertainment conversations, helped by theatre discounts from MasterCard in Colombia, Qkr! launch in Chile enabling consumers to buy
food without leaving their seat, and consumers discussing various presales that are available from various different card issuers. LAC also has the highest favourable tone for the
Consumer Technology sector, helped by Microsoft’s decision to accept Bitcoins for app payments and computer games.
Travel
Food
Entertainment
Fashion
Consumer
Technology
AP
97%
99%
96%
99%
92%
LAC
93%
96%
97%
96%
96%
N. America
86%
93%
94%
96%
90%
Europe
86%
94%
95%
95%
90%
MEA
97%
94%
92%
95%
94%
*Values shown are favourable tone
Universe
MasterCard, Competitor & Industry Conversations
Markets
Global
Period
01.07.2014 – 30.06.2015
Media types
[Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ]
Measurement
Volume | Sentiment
Retail Social Listening Study | Industry | Most Positive Aspects by Markets
Safety & Security Positive Conversations [%]
Convenience Positive Conversations [%]
Spain
Australia
Nigeria
USA
India
France
Australia
Germany
Mexico
UK
0%
10%
20%
30%
40%
50%
60%
Rewards & Benefits Positive Conversations [%]
0%
Japan
Japan
Canada
Australia
Netherlands
Germany
India
UK
USA
10%
Universe
MasterCard, Competitor & Industry Conversations
20%
30%
Markets
Global
40%
50%
20%
30%
40%
50%
60%
Acceptance & Declines Positive Conversations [%]
USA
0%
10%
60%
Period
01.07.2014 – 30.06.2015
0%
20%
40%
60%
Media types
[Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ]
80%
100%
Measurement
Volume | Sentiment
PRIME Contact | Offices and Team Leads
PRIME RESEARCH CENTER NORTH AMERICA
Ann Arbor, USA
PRIME USA
New York, USA
PRIME RESEARCH CENTER EUROPE
Mainz, Germany
PRIME UK
Oxford, Great Britain
PRIME SWITZERLAND
Zurich, Switzerland
PRIME RESEARCH CENTER ASIA
Shanghai, China
PRIME INDIA
New Delhi, India
PRIME SOUTH AMERICA
Montevideo, Uruguay
PRIME BRAZIL
Sao Paulo, Brazil
PRIME RESEARCH CENTRE U.K.
58, St. Aldates | Oxford, OX1 1ST | UK
Chi-Chi Millaway| Project Director | Global Operations
Dave Reynolds | Project Manager
Phone: +1.212.981.1172
Email: millaway@prime-research.com
Phone: 01865 324 910
Email: reynolds@prime-research.com