Published on March 10, 2014
Mobile 101: Marketing and Commerce Insights 27 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 Wearable Technology Connected Cars
62.6 93.1 115.8 140 159.9 178 193.7 207.4 0 50 100 150 200 250 2010 2011 2012 2013 2014 2015 2016 2017 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%
93.9 123.1 143.2 157.1 168.1 178 0 20 40 60 80 100 120 140 160 180 200 2012 2013 2014 2015 2016 2017 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 minutes Total 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 Loyalty Programs/Location Check In Loyalty
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 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 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
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