MASTERCARD RETAIL SOCIAL LISTENING STUDY - MASTERCARD MEDIA MONITORING & ANALYSIS
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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
Convenience Rewards & Benefits Acceptance
2% 77% of all 38% of all 21% of all
Shopping and Shopping and
21% Convenience
Retail Retail
conversations
Conversations Conversations
were positive
were on the were on the
in tone. All topic of All topic of
Convenience conversations Rewards & conversations Acceptance,
Benefits, the the second
most discussed most discussed
topic of the topic of the
study. study.
Universe Markets Period Media types Measurement
MasterCard, Competitor & Industry Conversations Global 01.07.2014 – 30.06.2015 [Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ] Volume | SentimentRetail 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%
77% of all
Convenience
Convenience conversations were
positive in tone.
16% of Travel 12% of Food 11% of Consumer 9% of Entertainment 7% of Fashion
conversations were conversations were Tech conversations conversations were conversations were
on the topic of on the topic of were on the topic of on the topic of on the topic of
Convenience. Convenience. Convenience. Convenience. Convenience.
Travel Food Consumer Entertainment Fashion
Tech
Universe Markets Period Media types Measurement
MasterCard, Competitor & Industry Conversations Global 01.07.2014 – 30.06.2015 [Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ] Volume | SentimentRetail 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.
38% of all Shopping
and Retail
All Conversations were
on the topic of
conversations Rewards & Benefits.
36% of Fashion 26% of Travel 25% of Consumer
41% of Entertainment 34% of Food
conversations were conversations were Tech conversations
conversations were on conversations were
on the topic of on the topic of were on the topic of
the topic of Rewards & on the topic of
Rewards & Benefits. Rewards & Benefits. Rewards & Benefits.
Benefits. Rewards & Benefits.
Entertainment Fashion Food Travel Consumer
Tech.
Universe Markets Period Media types Measurement
MasterCard, Competitor & Industry Conversations Global 01.07.2014 – 30.06.2015 [Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ] Volume | SentimentRetail 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.
21% of all Shopping and Retail
Conversations were on the topic of
Acceptance, the second highest
All aspect discussed.
conversations
7% of Travel
37% of Fashion 16% of 15% of Consumer 10% of Food
conversations
conversations were Entertainment Tech conversations conversations were
were on the
on the topic of conversations were were on the topic of on the topic of
topic of
Acceptance. on the topic of Acceptance. Acceptance.
Acceptance.
Acceptance.
Fashion
Entertainment Consumer Food Travel
Tech
Universe Markets Period Media types Measurement
MasterCard, Competitor & Industry Conversations Global 01.07.2014 – 30.06.2015 [Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ] Volume | SentimentRetail 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 Customer Service Acceptance & Declines Costs & Fees Rewards & Benefits
AP 9% 9% 4% 28% 9% 40%
LAC 8% 22% 8% 40% 7% 15%
N. America 8% 4% 11% 19% 12% 47%
Europe 13% 6% 16% 22% 19% 24%
MEA 5% 10% 7% 12% 7% 60%
0% 50% Share of aspect coverage [volume] 100%
Universe Markets Period Media types Measurement
MasterCard, Competitor & Industry Conversations Global 01.07.2014 – 30.06.2015 [Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ] VolumeRetail 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 Markets Period Media types Measurement
MasterCard, Competitor & Industry Conversations Global 01.07.2014 – 30.06.2015 [Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ] Volume | SentimentRetail 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% 0% 10% 20% 30% 40% 50% 60%
Rewards & Benefits Positive Conversations [%] Acceptance & Declines Positive Conversations [%]
USA Japan
Japan Canada
Australia Netherlands
Germany India
UK USA
0% 10% 20% 30% 40% 50% 60% 0% 20% 40% 60% 80% 100%
Universe Markets Period Media types Measurement
MasterCard, Competitor & Industry Conversations Global 01.07.2014 – 30.06.2015 [Twitter | Facebook | Facebook Pages | YouTube | Instagram | Google+ | Weibo | Boards ] Volume | SentimentPRIME 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 Phone: 01865 324 910
Email: millaway@prime-research.com Email: reynolds@prime-research.comYou can also read
