Approximately one in eight (16 percent) mobile phone users report using their mobile phone for online shopping
Check out what is happening in Ireland at www.peterfry.ie ---- stuck in social media !
Business mobile sites are being ignored in Ireland for some very strange reason....this HAS to change
Attn to Google Place listings, ensuring good reviews in product review sites
Federal Reserve Releases Study on Mobile Consumer Trends
Posted: 15 Mar 2012 08:41 AM PDT
This week, the Federal Reserve reported findings from the survey it recently spearheaded which was designed to show the latest habits and trends among mobile consumers.
And the report tells us nothing we didn’t already know. Mobile usage is on fire and poised to grow at an exponential rate.
Consumers already make significant use of the Internet to inform their major purchases, the Fed survey shows. A majority of respondents (58 percent) indicate that they comparison-shop online, and the same percentage say they look at product reviews before making a large purchase while at a retail store. Even though security concerns may make consumers wary of mobile devices as the payment mechanism for point of-sale purchases, the technology can enable shopping and comparisons of products and services.
Approximately one in eight (16 percent) mobile phone users report using their mobile phone for online shopping, and nearly one-fifth of consumers with mobile phones (19 percent) say that they use their mobile phone to comparison shop while at a retail store.
--------------------------------------------------------------------------------------
Straight after Paypal's research about the new shopping habits of people and Google's earlier "Zero moment of Truth" ebook, here is yet another indicator that shopping habits are starting at home while watching TV or reading newspapers. Not everyone has or will have a tablet device but a substantial and ever increasing number of people have smartphones and are going on them whilst reading or watching TV. Advertisers need to waken up to this fact and on TV have a call to action getting people to their MOBILE websites by using a keyword to standard rate text number. In print, all ads should include a QR code and a keyword to SMS standard rate text number.
Tablets To Drive Shopping During TV Ad Breaks
Recently is has become clear that two strong consumer trends are starting to merge, which might have a major impact on TV advertising.
A survey in the UK found that over 50% of consumers browse the internet at the same time as watching TV.
At the same time, increasingly tablet devices such as the iPad are becoming the home shopping platform of choice.
A recent survey of 4,000 UK consumers TV habits, conducted by Deloitte and GfK, has found a strong growth in simultaneous TV/Internet watching, with over 50% of consumers browsing the Internet at the same time as watching TV. This compares to only 39% in 2010.
The survey also found that shopping is one of the most popular online activities among those who browse the Internet, with 45% of those polled reported e-shopping while watching TV.
One final statistic from the study is that fully 13% of the respondents plan to buy a tablet in the next year.Clearly this combination sets the stage for these tablet devices to become the purchase mechanism for the products being advertised on TV.
For 18 to 25 years olds, discovering a product or service on TV is currently rated as the third most powerful purchase influence. The study found the following were the strongest purchase influences on this group:
1. discovering the product in a shop (32%)
2. receiving a recommendation from a friend (21%)
3. discovering a product or service on TV (20%)
These were all much higher than social media influencers, with Facebook only reporte by 3%, and Twitter by 2%.
Jolyon Barker, global lead for Technology, Media and Telecommunications (TMT) at Deloitte, made a number of insightful comments on these trends:
-
“The television industry should consider how best to react to this opportunity. Taking a share of the transaction value may precipitate an undesired wholesale shift to commission-based advertising. Given television’s role in brand-building, such a move could be counter-productive. Making programmes that are perceived as too overtly created to sell merchandise may trigger a viewer backlash.”
-
“Television, via a programme or an advert, can provide the impulse for a purchase. This year more consumers will buy tablets, connected and browser-equipped devices, which can work as digital tills sitting on viewers’ laps.”
-
One option (for retailers) might be to update the home page of their websites to reflect what they know is being advertised on television at a certain time, if a certain dress is being advertised at a certain time then the retailer should feature it on the homepage at the same time to assist an easy conversion to sale.”
-
“broadcasters … would need to up their game significantly in terms of monitoring the online response to their programmes and adverts, and utilising this rich data.”
Whatever happens in this interesting space, he concludes, “the reality is that television is highly persuasive, multi-channel retail is vibrant, and the TV sector should always be open to new revenue opportunities.”
------------------------------------------------------------
WIth Christmas (or as eMarketer calls it holidays) coming soon the latest projections point to a big mobile spending spree ahead. Interesting the article refers to Paypal stating a new phenomenon they call "couch commerce", Google created a report referring to the same thing and terming it the "Zero moment of truth" in relation to future shopping habits.
What Role Will Mobile Play This Holiday Season?
OCTOBER 10, 2011
Smartphone and tablet owners plan holiday purchases on mobile devices
For the past few years, retailers have been fine-tuning their mobile offerings in advance of the holiday season. Keeping up with consumer demand has meant providing pricing information, product specifications and customer reviews to mobile users—all leading reasons why last year’s holiday shoppers turned to mobile, according to a survey conducted by ForeSee Results at the end of 2010. Only 17% intended to make a purchase.
However, things have changed since last year. Due to increasing numbers of smartphone users—eMarketer forecasts a 50% increase in penetration for 2011—this could be the year that mobile makes a dent in holiday sales. According to a PayPal survey of smartphone and tablet owners, holiday m-commerce could nearly crack the half-way mark this season. The growing popularity of tablets, which can approximate browsing a catalog, appears to be an influence. Sixty percent speculated that they would be shopping from home, not on the go, a phenomenon PayPal has dubbed “couch commerce.”
Whether from the comfort of home or in a store, tablet users plan on getting a jump on holiday shopping. The largest group in a Google AdMob survey from August (45%) planned to start shopping before Thanksgiving with only 17% doing so on Black Friday. In comparison, smartphone owners were more evenly split between those two periods, at 34% and 35%.
In a Mojiva survey, the list of mobile’s merits as a shopping aid is very similar to those cited in last year’s ForeSee Results report. The big difference is that buying has risen to nearly one-third of mobile phone users.
These shoppers were also willing to spend a fair amount of money per m-commerce transaction; 40% would be comfortable spending more than $50. Twenty-four percent of those surveyed by PayPal had already spent more than $100 on their last mobile purchase.
Currently, mobile shoppers tend to be more affluent, and the user base is broadening. This growing audience is not one that retailers can afford to ignore—and most are not; a BDO USA survey of retail CFOs discovered that 54% planned to invest more in mobile commerce next year and that 49% expected more than 10% growth from this channel in 2011, up 5 percentage points from last year.
----------------------------------------------------------------------
Mobile Web Experience Frustrates Heaviest Users
MARCH 2011
Size and speed are the biggest concerns for the top mobile web users
As smartphones proliferate and the mobile internet reaches more consumers, all segments of the population are beginning to go online anytime and anywhere. But mobile web use is still heaviest among typical early adopters—males and younger adults—and while many are already addicted to the convenience, they are also frustrated by the downsides of the web on the go.
According to January 2011 research conducted by YouGov on behalf of mobile solutions provider Antenna Software, 20% of US mobile phone users use the mobile internet at least daily, with usage most frequent among those under 45. Men were 7 percentage points more likely to use the mobile internet each day than women.
The same two groups were most likely to complain about the speed and size of the mobile web experience. Among males, 44% said the small size of mobile screens discouraged them from using the internet, vs. 38% of women. In addition, 36% of men said it was too slow, compared to 29% of women.
Similarly, users under age 45 were significantly more likely to complain about the speed of the mobile web, and respondents under 55 were frustrated by the size of mobile web displays. Only one group reported greater frustration with any aspect of the mobile internet: Fully half of adults ages 18 to 24 were annoyed that some website designs did not work at all on their phones.
Overall, significant proportions of mobile internet users said they would do more activities on their phone if the display were tailored especially for mobile use.
The frustration of early adopters with the speed, size and design of the mobile web likely comes directly from their avid usage, which confronts them directly with these problems on a daily basis. As constant mobile web use spreads further throughout the population, expectations for a PC-like experience via mobile may increase.
---------------------------------------
In Mobile Content World, Men Lead in Spending
NOVEMBER 3, 2010
Whether it’s media, entertainment or shopping, men are doing more and spending more
The model of the young male early adopter seems to have fallen by the wayside with the rise of digital phenomena like social media, but according to research from Adobe Systems Inc., men were ahead in mobile.
In a few content activities, women led. They were 10 percentage points more likely than men to access social media via mobile, and about equal when it came to searching for local information, reading or posting to blogs, and playing games. But men’s hunger for content put them ahead in more than just sports; video, music and news were all primarily male-conducted activities.
Men and women were in a statistical dead heat in usage of maps and directions via mobile, but men dominated in all other travel-related activities, including research, price comparison and booking. The same was true in the financial services sector: Men were more likely to do every type of financial activity on their phones, whether it was simple stuff like checking bank-account balances or more complex transactions like buying and selling stocks and mutual funds.
Men weren’t just using more content—they were more willing to pay for it too. Adobe found that men were more likely than women to purchase every category of mobile media and entertainment content studied, including games, video, news and, of course, sports content. Overall, 53% of women said they had never paid for mobile entertainment content, compared with just 38% of men.
Mobile-commerce is also a male-dominated area. Women held their own in categories like clothing, shoes and jewelry—as well as toys, babies and kids—but men were never far behind and in many areas dramatically outpaced women’s purchase habits.
Overall, females were 11 percentage points more likely to say they had not made any mobile purchases in the past six months. Men also spent more on their mobile purchases, with 60% spending at least $250 in the past year, compared with less than half of women who reported the same.
