Consumers love their mobile phones. So much so, that many check their smart phone even before they get out of bed. We know how some of the major cashback and e-commerce sites are going mobile only. Predictions are that as much as 40% of this year’s US Christmas sales will be a via mobile devices. And mobile apps are proving to be a valuable way to keep customers engaged. That’s why today were looking at the most recent research about mobile consumers.
Exact Target‘s 2014 Mobile Behavior Report is a great starting point in understanding how mobile motivates consumers. Econsultancy looks at mobile apps versus mobile websites and shares five mobile best practices retailers must adopt. 41% of consumers will use a smartphone only to research holiday shopping gifts according to research from RhythmOne. Accenture says retailers aren’t keeping up with mobile consumers. 70% of consumers would download a retail If it made shopping easier even though just 2% buy online with a mobile app. So our consumers using Google or Amazon on their mobile phones to start their product search? Google Shopping may be closing the gap.
According to Forrester analyst Sucharita Mulpuru, online shopping may reach 14% of 2015 holiday sales. Point Inside launched its StoreBoost™ service which enables retailers to promote relevant products and brands to shoppers using branded mobile apps and mobile web. The Digital Citizen Study looks at the generational differences in the consumer’s use of mobile and the path to purchase online.
2014 Mobile Behavior Report
Digital mobility and connectivity become more important every day. To learn more about the true current state of mobile behavior, we tracked 470 voluntary consumers for a month on their smartphones and tablets; we also asked them questions about how they use and view mobile devices in their lives. Tracking patterns combined with users’ own insights can help brands shape better experiences for all mobile users.
In the 2014 Mobile Behavior Report, you’ll discover more findings like these:
- 85% of our respondents said mobile devices are a central part of everyday life—and 90% of those aged 18-24 agreed.
- 65% of tablet owners report using their tablet while watching TV at least once per day.
- For ten top online properties (from Facebook to Amazon), tracked consumers preferred the app to the mobile website in all instances except Amazon and Twitter. Via exacttarget.com
Five best practice tips to boost mobile conversions
To help ecommerce professionals understand how to improve mobile UX we recently examined 15 leading retail sites from the point of view of smartphone shoppers.
The research revealed over 120 mobile conversion blockers as well as highlighting best practice from sites including Amazon, Argos, Schuh and Tesco Direct. Here’s a quick summary of some of the more interesting findings. Via econsultancy.com
E-commerce apps vs mobile sites: Which is better?
Every player in the e-commerce space is app-ready. The wallet friendly deals and one-click shopping experience that they offer are delightful, but one day, we were so exhausted with app download requests that we sat down with a few e-commerce pioneers, talked to them about our worries.
Complaint No. 1:
Our phone is not a war zone; so don’t bombard it with apps: Web merchants on a daily basis (or should we say half-hourly basis?) prompt us to download an app. You bombard our mailboxes; you eat into the inbox space. Not done! Agreed, you offer good deals but our mobile phones, that are getting better on paper and dumber in reality, will not be able to handle so many shopping, travel, hotel, utility, banking apps simultaneously. Via retail.economictimes.indiatimes.com
Annual RhythmOne Holiday Season Study Points to Increased Mobile Shopping, Research
Consider the results of a recent RhythmOne holiday-focused survey, which shows that a majority (71.5 percent) of holiday shoppers are “mobile holiday shoppers” and will use a mobile device to go online and/or use an app to shop or research holiday products and gifts….
“Among mobile holiday shoppers, 40.9 percent will use a smartphone only, 40.0 percent will use both a smartphone and a tablet, and 19.1 percent will use a tablet only to research/shop for holiday products and gifts,” the report authors explain. “Of note, three in five (60.4 percent) mobile holiday shoppers aged 18-34 years will exclusively use a smartphone as their mobile holiday shopping device.” Via mobilemarketingwatch.com
Retailers arent keeping up with consumer mobile shopping needs: survey
New research from professional services firm Accenture shows that, while more Canadian consumers want to shop more from their mobile devices, retailers are having a difficult time keeping up with demand.
The findings of Accenture’s 2015 Holiday Shopping Survey show that the large majority of shoppers were primed for a more mobile shopping experience. More than 70 per cent of recipients would download retailer apps if it made holiday shopping easier, even though only two per cent of consumers do most of their buying on mobile apps or mobile-friendly websites. Via itbusiness.ca
The Product Search Battle: Has Google Shopping Been More Successful Against Amazon Than Google Lets On?
Finding out just how well Google Shopping is performing in product search compared to Amazon is hard. Google doesn’t report on that portion of the business separately and various reporting outlets source data differently. Here I’ve pulled several sources for comparison.
By nearly all accounts, the revamped Google Shopping has been highly successful in attracting ad dollars from retailers. According to sources close to the business, Google Shopping is now generates at least a $5 billion annually from more than 25 thousand advertisers. It also may now be succeeding in drawing search volume from Amazon. Via marketingland.com
Shoppers test online ordering in a big way during holiday season
“More shoppers buy online during the holidays than during the rest of the year. While online penetration was 10 percent of overall U.S. retail sales in 2015, we expect online penetration to be 14 percent of overall sales in November and December. We expect . . . strong mobile sales growth, and email remains a signiﬁcant source of trafﬁc and sales.”
Sucharita Mulpuru, principal analyst, Forrester Research Inc.
“Most retailers have live chat in their back pocket and can turn it on and off, depending on the volume of shoppers. Stores that are using live chat say they improve customer loyalty and have higher conversion rates. They know that they can lose you in the time that you send an email and they respond.”
Kevon HIlls, vice president of research, Stella Service Via dallasnews.com
Point Inside Announces StoreBoost(TM), a Cloud Service Enabling Retailers to Monetize Their Mobile Search and Autocomplete Capabilities
Point Inside, a leading provider of digital in-store product location solutions for top retailers, today announced the launch of its StoreBoost™ service for mobile keyword search and autocomplete. StoreBoost enables retailers to promote relevant products and brands to shoppers using the retailer’s branded mobile apps and mobile web. This significant update to Point Inside’s StoreMode™ platform enables retailers to boost a particular product or brand to the top result position in response to a mobile search query. The StoreBoost service is also available during autocomplete search, allowing a retailer to pair a boosted suggestion with a related term in the search type-ahead field.
“Shoppers are increasingly using mobile devices for inspiration, discovery, planning and saving during visits to physical retail stores,” said Mike McMurray, SVP Marketing and Business Operations at Point Inside. “Now, when shoppers research terms like ‘toothpaste’ in a retailer’s mobile app or on the mobile web, the retailer can boost suggested results alongside relevant organic search results. This experience can benefit shoppers by introducing them to brands, specific products or offers they might not otherwise consider, and enables brands to build awareness and engagement for new or existing products.” Via marketwired.com
How digital devices are changing the path to purchase
Our practical life is online as well. We do our grocery shopping online (30% of Boomers do this, 41% of Millennials), our banking online (over 80% in every generation say they do this). More and more aspects of our lives are becoming contactless: contactless shopping, banking, even entertainment. Forty-two percent of Boomers say they watch live sports online and 58% of Millennials say they do this.
One-to-one communication is being replaced with one-to-many as we relentlessly share experiences and take in advice and opinions. How do these changes impact the consumer path to purchase? If we consider the path to purchase as having four distinct stages – information gathering, brand shortlisting, the purchase itself and then post-purchase rationalizing – results from the Digital Citizen Study show that mobile devices impact every stage. Via research-live.com
Join us tomorrow for a look at some of the more interesting cashback offers and strategies and as always, we welcome your story suggestions, ideas and feedback on the Cashback Industry News. We’re easy to reach on our contact page.