Mobile Marketing and Commerce Insights
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Transcript of Mobile Marketing and Commerce Insights
Mobile 101:Marketing and Commerce Insights27 February 2014
The Digital Ecosystem in 2007
Connected Surfaces
Connected Mobile Games
Connected Consoles
Laptop
Desktop Digital Kiosks & Social Machines
Digital Out of Home, Theaters, Connected TV
Smartphones
Image Codes
Tablets
The Digital Ecosystem in 2014
WearableTechnology
Connected Cars
2010 2011 2012 2013 2014 2015 2016 20170
50
100
150
200
250
62.6
93.1
115.8
140
159.9
178
193.7207.4
20.2%
Half of all Americans own a smartphone
29.7%36.6%
45%
50.1%55.4.%
59.8%
Smartphone ownership in the US 2010-17 | March 2013
(millions and % of population)
Source: 2013 eMarketer, Inc.
63.5%
2012 2013 2014 2015 2016 2017
0
20
40
60
80
100
120
140
160
180
200
93.9
123.1
143.2
157.1
168.1
178
29.9%
38.9%
44.9%
48.9%51.9%
54.6%
Nearly a third own a tablet or eReader
Tablet ownership in the US 2012-17 | March 2013(millions and % of population)
Source: 2013 eMarketer, Inc.
Increasingly, our mobile devices are our preferred access points to the web
Source: Jumptap and comScore, “Screen Jumpin” September 5, 2013
Time Spent Online Among US Internet Users by Platform and Demographic, April 20 % of total minutesTotal 18-24
Males 25-49
Females 25-49
Total 50+
Total
PC
Smartphone
Tablet
41%
55%
59%
49%
39%
50% 9%
35% 10%
11%
12%
16%
50%
25%
39%
Tablets play a slightly different role, primarily
used at home for leisurely browsing and
online shopping activities.
Tablets play a slightly different role
Smartphones are used throughout the day and play a key role in making real-time purchase decisions that happen in the store or, most often later online. Purchases on smartphones are increasing but still outpaced by tablets and desktop.
Tablets, on the other hand, see peak usage during leisure hours and represent greater engagement with site content as well as more frequent and bigger ticket purchases, hence the term couch commerce.
"Tablets surpassing portables in 2013, and total PCs in 2015, marks a significant change in
consumer attitudes about computer devices and the
applications and ecosystems that power them.”
- Ryan Reith, Program Manager for IDC's Mobility Trackers
Pew surveyed 2,252 U.S. adults, and found that
34% owned a tablet, up from:
– 18% in 2012
– 8% in 2011
– 3% in 2010
Adults ages 35 to 44 own tablets at a higher rate
than any other age category
Tablet Ownership
Responsive Web Design
A customer’s mobile context consists of:
– Preferences: the history and personal decisions the customer has shared with you or with his social networks
– Attitudes: the feelings or emotions implied by the customer’s actions and logistics
– Situation: the current location, altitude, environmental conditions and speed the customer is experiencing
The Future of Mobile is Context
Context Drives Device Choices
The amount of time we have or need
The goal we want to accomplish
Our location Our attitude and state of mind
The Role of Mobile in Retail
34% of online traffic & 16% of online sales come from mobile devices
Source: eMarketer
Mobile is often focused on discovery
Source: Nielsen 2013
Mobile has a greater impact on indirect commerce (in-store use) while tablets play a deeper role in research and direct commerce.
Smartphones play a pivotal role in the shopping process
40% of US consumers report using their devices for showrooming, the process of shopping for a better deal or product online while in-store.
For CPG brands, smartphone-optimized .com content (brand site, microsites, landing pages) is essential to capturing the attention and intent of these consumers, particularly at point of sale.
Showrooming, while unsettling for retailers, provides excellent insight into crafting mobile experiences
Use of mobile in showrooming
To compare prices with another retailer 32
To ask my friends or family what they would recommend buying
16
To take a photo of the product or note down product details to help me remember it for later
22
To look up product information or comparisons 18
To check product availability at another retailer 18
To check if it was easier/more convenient to order the product online
15
To check the range of products at another retailer 14
To receive advice or information from another retailer 8
To purchase the product via an app or website while I was still in the store
7
North America
Mobile’s New Role in E-Commerce
The traditional purchase funnel is being replaced by an “always on” mobile shopping life cycle
http://blogs.hbr.org/cs/2013/06/the_mobile_shopping_life_cycle.html
Mobile’s Influence on Retail Sales
Mobile alone will influence $700B in sales by 2016
The Role of Mobile in Omnichannel
Retailers Lag Behind Consumers’ Omnichannel Desires
• Retailers have to overcome a variety of hurdles to create an omnichannel experience, while have customers have already made the leap. Consumers still make most purchases in a physical store, but they’re hopping from device to device as they gather product information and recommendations before leaving home. Even while in a physical store, many augment their shopping by looking for information via mobile devices.
• More than any other technology, smartphones and tablets are changing the shopping experience for consumers, letting them bridge the online and offline experience—even when stores fail to make it easy for them to do so. “Consumers are a couple of steps ahead of the brand,” said Tony King, founder of luxury retail consultancy King & Partners. “People will check something seven or eight times online before they actually buy … [using] several devices. They are experiencing the brand across all those different channels.”
Mobile Coupons
Mobile coupons are driving mobile commerce growth
Mobile Coupons
Mobile Loyalty Programs/Location Check In Loyalty
Mobile Checkout
Mobile Point of Sale
Mobile Checkout
Starbucks averages over one million mobile transactions per week since launching its mobile payment app in 2011.
Mobile Supported Sales
Mobile Supported Sales
Tesco Subway stores transformed waiting time into shopping time.
Mobile Wallet
Augmented Reality
Mobile sites are best for purchasing products, but mobile apps can be value add, brand relevant content for consumers
80% of smartphone owners want more mobile-optimized product information while they’re shopping in stores.
Nearly 50% of shoppers believe they are better informed than store associates.
Mobile Retail Apps
Skullcandy.com
Skullcandy Mobile App
Mobile App Example – Frank & Oak
Mobile App Example – Touch of Modern
The Mobile Commerce Ecosystem
In Summary …
“The future of mobile is the future of everything.”
- Matt Galligan, co-founder of SimpleGeo
Thanks!Discussion