Mobile has become more and more important for sales in the last years. The 2015 Criteo eCommerce Industry Outlook states that mobile’s share of global online sales went up from 23% in the first half of 2014 to 30% in the second half, and will get up to 40% by the end of 2015.
A recent report by Flurry shows that personalization apps (including Android lock-screens to Emoji keyboards) are becoming the fastest growing apps in the mobile industry (332% increase in 2015). News and magazine apps are also growing fast (135% growth) as of a general shift in media consumption from television and PCs to smartphones. Obviously, productivity apps are booming as many people are using their mobile devices as their „primary computing device and their sole device to access email and other productivity apps“.
Now, if you think about a better app experience for your users, you may want to know how your mobile users come to your app, what they want to read and find there, and how they will convert. According to an Targeting Mantra infographic more than every second person (52%) find their apps via friends, family, and colleagues.
Although you might think your company website is one of the promotion places to drive awareness for your app, it becomes clear that just one in four (24%) will find your app there. Furthermore, also search engines are not the secret sauce. Only 27% of consumers will discover apps there.
However, end-to-end customer journey and conversion is still a challenge. While e-commerce apps achieve a 77% install-to-registration rate, the install-to-first-purchase rate is very low (2,1%). The main reason for uninstalling apps is „changes and hangs“ (71%). Still, A/B testing can resolve the loss and make people come back once or twice even if the app was uninstalled (79%).
Although consumers tend to not be interested in your notifications via email too much, notifications are still the engagement drivers and also the main reason why people download your app.
With their annual study called „Mobile Elite“ (2013 and 2014 versions here) CNBC has been focussing in the last two years on how executives use their mobiles for business, and when and how it helps them doing their business more effectively. A survey that is tracking senior business executive’s use of mobile devices across Europe, Asia and the US.
Now, they have come up with their latest update „Mobile Elite 2015“ that more or less global executives have become mobile in terms of reaching a mobile device saturation point. Already more than 9 out of 10 business executives access the mobile web to get the latest business content and news updates via their tablets or smartphones (of which they have in average 6 (!) devices at home). Compared to last year, the access to „news feeds“ has shown the highest growth for smartphones (45% to 60%). Their main time of reading the news is in the morning of weekdays (87%), predominantly with interest in financial news and stock prices (71%). Six in ten business leaders say they access the news via mobiles in the morning.
However, when we think that the weekend is a „news off time“ for business execs, we might prove wrong. More than over six in ten business decision makers check their news and business content over the weekend. It is their time to deep-dive into content as time allows them to. Like last year’s results it becomes clear that as of the mobile options most of the top management does not differentiate between weekday and weekend any longer. Mobiles keeps them in the business all days. Furthermore, the second screen phenomenon can also be seen at business executives. TV might still be their main source of content delivery in the morning (51%), but three out of four (75%) watch TV at the same time as using their mobile device (6% more than in 2014), or maybe on their mobile devices.
„With mobile saturation at an all-time high, we’re now seeing business executives shifting their attentions towards a more connected lifestyle. With a slowdown in hardware innovation in 2015, the survey suggests that global executives are unlocking the potential of their technology to be more connected, more of the time. We could be witnessing the start of the next mobile renaissance.“
Mike Jeanes, Director of Research, EMEA, CNBC
Even more interesting to see is that the Internet-of-Things (IoT) has found their way into the business executives homes. Just about four in ten business leaders operate apps at home via their mobiles. This means that top decision makers become „early drivers“ of technology by the use of mobile devices and wearables. More than every second respondent (54%) claimed to like the idea of hands free technology. This means they do not want to end their mobile journey with smart homes and smart security systems. Still, when it comes to cyber security business leaders are now „extremely concerned“. More than three out of four (82%) value mobile data privacy and security a „concern“, while admitting (41%) it is the most important technological influencer for 2016, followed by cloud technology (35%) and mobile e-commerce (34%).
The study shows that the C-Suite might be fully mobile but also understands and respects the responsibilities it needs to create a sustainable future.
Would you agree?
We discussed this topic in many panels at dmexco this year, and in the last couple of years I assume not many buzz words have made their way through so many blogs and articles: Big Data. Some see the value of it in measurement and analytics for marketing purposes. Others try to identify new potential and hire Corporate Data Scientists for their web strategy to leverage the potential of unstructured data. And some are still on their way to understand how their data can be embraced to exchange with the data of some partner or even their clients.
The topic Big Data will stay. Just look how much data is generated daily: 2,5 Exabyte. A number that doubles every year according to an infographic the guys from Elexio have put together. It illustrates the potential for companies and how Big Data might generate bigger opportunities in several sectors. Especially, in retail or e-commerce where Big Data let’s brands analyze customer behavior and deliver more personalized messages in order to create an exciting user experience, more engagement, and sure i the end more sales. However, sometimes you wonder if they are doing it right.
As Big Data also let’s us analyze offline data, some clever marketers might combine those with online data to get a clearer view of consumer activity. On the one hand, this might be good as it keeps them from delivering the wrong banner or engagement outdoor advertisement and content to the wrong customer. On the other hand, there might be people arguing that Big Data is still in its infancy as long as companies cannot extract critical and unstructured data from the valuable data that creates a new customer journey experience.
The main challenge will be how we bring Big Data and security together in the future. Consumers get stressed these days as they realize that promotion banners and branded content are following them across channels – with products and services which are often not wanted, or already bought. But how can companies deliver a seamless customer experience? How can they make use of Big Data that boosts their lead generation or sales numbers while still showing careful approach that consumers appreciate?
With all the social media sharing and curating of content via social networks and their buttons, does it really make sense talking about Big Data and security? Or, do we need organizations that audit how companies handle customer data? What rules do companies and brands need to obey to enable a social and secure shopping experience? Many questions that we will discuss on a panel at the ChapmanBlack „Future of Digital“ event in Berlin next week. Sure, I will change those afterwards…
Please find the infographic of Elexio with latest insights into the new opportunities that Big Data can offer to brands and companies.
Most of us know that B2B is massively moving away from offline to online. But where is the proof? A recent survey by Intershop -based on a survey of 280 European and 120 US senior IT and business decision makers from merchants with a B2B focus and annual online revenues of $1 million to over $100 million- shows that with 57% the majority of B2B vendors sees B2B commerce fundamentally shifting from offline to online.
The company manager that responded are aware of the shift (51%) and replied that they are changing their organizational structures and business models accordingly. Furthermore, 44% of those responsding managers find that B2B vendors adopt B2C best practices in order to improve their B2B purchasing processes.
The following numbers show what the main drivers of change seem to be. Most of the respondents (81%) found that changing consumer expectations are driving the changes in B2B commerce. And another 74% see new technology delivering new and unseen experience access.
Still, not all is shining bright in the world of B2B commmerce. When 96% replied to be facing challenges in adapting to new B2B commerce trends, it speaks a clear message. Thus, the challenge is for…
– 50% to provide intuitive and user-friendly interfaces for multiple touchpoints (B2B online stores and mobile apps)
– 48% to manage complex organizational structures
– 47% to convince offline customers to use e-commerce and self-service channels
It is a good sign that almost all companies (92%) market their products on the Web and the rest is planning to do so. Even better is the fact that of those companies marketing their products online, 95% plan to boost the online part of their revenue in the future. This may be a wish, this may be a dream, this may be hope. However, the main issue in our eyes from several cases we worked on is an internal cultural challenge: Understanding that a shift to online is a personal and a leadership topic. If companies face it and get some good advice, the change to a new B2B commerce is not causing red eyes.
It is a dream for many people responsible in the developer field: Creating a mobile app once, without the need to amend it for any screen, any device or any audience. Responsive web design is said to be able to deliver just that – one size design fits all kind of a thing. But is it really true?
In days where more than 20% of all web traffic is generated via leading e-commerce websites coming from mobile devices, responsive web design is becoming an alternative many developers are thinking about. Not surprising, right?! The unique screen resolutions has been growing from 97 in 2010 to 232 in 2013. For those retailers that wanted to rise the number of online shoppers alongside with the growth of screens coming via not desktop resolutions, responsive design became a new and attractive option.
For the marketing and web optimization guys from Monetate, it seems there is only one real alternative if companies don’t believe in their customers to download their mobile app: responsive web design. Still, mobile shopping is not a hype anymore, it has become the real revenue driver in e-commerce. There is an expected $38.8 billion spend on smartphones and tablets according to eMarketer in America in 2013 which is forecasted to grow up to $108.6 billion by 2017.
However, brands might argue that the development is not cheap at all. If you see another alternative or have the proof that responsive design is not the only alternative, let us know…
The study „Reducing Customer Struggle 2013“ conducted by Econsultancy shows that marketers now attribute 19% of their total website traffic to mobile devices. Delivering positive customer experience is for 40% of respondents a bigger challenge that on the Web. Herein, bad navigation, small screen sizes and difficulty completing forms were seen as the most serious mobile challenges.
Experiencing a poor custmer experience results for 89% of respondents in working with a competitor. But it seems marketers start understanding the omni-channel customer as they are turning to big data and digital analytics in order to better provide a better mobile experience. And some seem to be real experts in the mobile field: 7% of businesses indicate they have an “excellent” understanding of the overall online customer experience.
The integration of online and offline is still a struggle for most businesses. Most marketers know that information about offline locations, contact details and opening hours on their website is key. But when it comes to establishing a social presence for offline products or services and mobile or local search engine optimization, 93% of the repondents could not get the visibility into individual customer engagement via digital channels.
Seeing their lack in understanding the modern mobile culture, 73% of companies surveyed plan to increase investment in online channels this year. Not surprisingly as mobile is making its way to generate results even in mobile advertising. 6.9bn USD in mobile subscriptions globally seem to be an argument and make 72% invest more in mobile channels. 53% will increase their invest in social. Interesting though that the value of social listening is for most seen ineffective but still they agree social gives insight into what is working and what is not. The looser seems to be offline. More than two-thirds of marketers indicated they either plan to decrease or maintain the same level of investment in offline channels such as stores, shops and branches.
When it comes to web transactions, PayPal is leading the bunch with 60% according to a recent study by New Relic. Still, the study shows that Google offers the fastest payment gateway. The slowest transaction happened to some Australian payment gateway, called Eway.com.au. One of the payments took 92.44 seconds to complete. Datacash and USAepay.com were not far behind with 89 and 56 seconds.
The payment gateway is the web equivalent of a modern cash register. This system double-checks whether it is really the person that pays the transaction and that you are the trusted authority to pay for the purchase to be finished. The study of the web’s most popular payment gateways monitored 38 billion transactions daily for big companies like Nike, Groupon, and Zynga. The study focused on transactions by 21,000 web applications.
The study finds PayPal the winner as it is the biggest payment processor on the web these days. Well, let’s say according to this study sample. In this test period, PayPal processed over 66,000 payments – over three times as many as their closest competitor which was Authorize.net with usaebay.com and stripe.com following. Google Checkout only came in at position five with over 3400 payments.
Although Google does not win in numbers, they win in speed. Google Checkout’s average payment processing time came in at fantastic .26 seconds. Just imagine that this system finds in less than a third of a second, data to „collect and transfer your payment information – name, address, card number, purchase details, etc. – to the financial institution,“ says John Essex, Marketing Director at New Relic. And we have to bear in mind that there is also some other stuff to be verified like your data via Mastercard or VISA to evaluate your credit risk, and play it back to the website’s e-commerce platform, and so on.
In this speed category PayPal’s performance was kind of „middle brilliant“ as it performed with an average of under one and a half seconds. An Australian payment gateway, Eway.com.au, showed the poorest performance with one payment taking an incredible 92.44 seconds to complete. The average performance at these payment services ranged somewhere between 3-4 seconds.
In the e-commerce business, speed is business-critical for all web transactions. In these web transaction performance topics time is money. The online shopping experience needs to work as quickly, smoothly and trouble-free for the web consumer. We all know how cancel the transaction when we have to wait to long for the transaction to be completed. The lag in transaction time is the killer of the digital shopping experience. Probably, as we do not see a person handling the transaction, having problems with the cash register or cash machine.
Would you agree with the findings in their infographic?
In a recent study by Mastercard Worldwide conducted by Harris Interactive we acknowledge how consumers are feelings about online commerce, as well as their habits on mobile shopping. According to the report, U.S. consumers replied that one of their biggest issues is „entering payment, billing and shipping information.“
It is not surprising to anyone probably that the only other issue more annoying to online buyers is knowing still one that has not changed in 15 years: People would like to know how a product feels, fits or looks.
„Online and mobile shopping puts a host of new options at consumers‘ fingertips, but the current checkout process needs improvement to fully realize the potential of these important retail channels,” Geoff Iddison, Group Executive E-Commerce and Mobile, MasterCard Worldwide
According to Iddison the study also shows that consumers want a simpler, faster way to enter account information and less time filling out forms.
The funny thing for me is that the world still wants something that does not exist (and which I have thought about inventing in the online advertising world, too): a trusted source that handles safely personal information in one place.
58% of online shoppers said they would like that easy access to information in order to simplify their online check-out experience across the Internet. Apart from that almost one out of four respondents replied they had abandoned a shopping cart before completing their online or mobile purchase.
On the MasterCard company blog, Brian Gendron -a company spokesman- said the poll shows consumers want a simpler online payment experience. He mentions…
„Consumers still find that a lengthy checkout experience can cause frustrations, which can sometimes mean lost business for merchants when consumers fail to click ‚confirm purchase. Consumers want a simple and fast process to complete their online transactions so they can spend more time finding the exact products that they want.“
So, how about you and your online purchasing experiences? Would you say the study is correct in their findings?
Many companies are asking when Facebook commerce is really taking off. Especially as some consulting companies like Strategy& see in Facebook an emerging market that might reach $30 billion within the next five years.
However people spend a lot of time on Facebook, social commerce is still low. And the reason is…? No other than those people fear in e-commerce: traditional security topics.
The key findings of the study were…
– 75% indicate they would be more likely to purchase a product or service that a friend openly endorses via social media
– 55% don’t feel comfortable giving credit card information via social media
– 45% are somewhat comfortable however especially men between 18 and 54 with an income of $35,000 or more
– 34% are more likely to share info about a purchase they made on a social media site with friends than one made on a traditional e-commerce site
– 50.7% access Social Media sites close to a full hour per day on average via a mobile device
Virtual currency like Bitcoin or Facebook Credits seems to be a „NoGo“ as the new currency model. 74% of the respondents stated they wouldn’t use virtual currency to pay for a purchase made on a Social Media site. Nevertheless, it seems that trust is a new link for brands to get money through Social Networks. 20% agree they would purchase products or services from their favorite brands on a Social Media site. So, another emerging trend could become that brands will use their merchandise shops and make it accessible through Social Media sites.
However, this might sound as if only the young generation is shopping via their mobiles, the study makes clear that also older age groups are purchasing mobile with an increasing amount: 14% of 35-54 year-olds and 9% of over 55s year-olds also plan to get their presents for Christmas by using their mobile.
„The fact that a third of young adults are planning to buy their Christmas gifts via their mobile device is proof that the year of mobile-commerce is finally upon us. The fact that most mobile shoppers will do so directly via a retailer’s app is also strong proof that brands wishing to contend in the mobile-commerce arena must do more than simply provide a mobile optimised website,“ says Melanie McKinney, Publisher, UTalkMarketing.
The survey questioned 1,300 UK consumers and found that iPhone users are the most likely to make a Christmas purchase via their device. 42% said they will make a Christmas purchase via their iPhone devices. 31% of those that say they will make a Christmas purchase via their mobile will use a BlackBerry and 27% will do so via an Android phone.
However, the advent of HTML 5 is near, apps are the retail channels of choice for the survey’s respondents. 88% of mobile shoppers will only make a purchase this Christmas if their retailer of choice has a transactional app. Only 12% of mobile shoppers will make a purchase directly from a retailer’s mobile-optimised website.
„The results of this survey are a clear indication that retailers cannot ignore the mobile-commerce wave. They need to adapt to and embrace the changing ways consumers now shop,“ states McKinney.
Poor shops on the streets… The study is a good proof that mobile commerce is on it’s way towards mainstream. Also, the tablet movement, especially with the increasing use of iPads these days, will change consumer habits to go shopping in the future. Another YouGov survey released earlier this week suggests that 84% of consumers will buy at least one gift online this year with a third saying they will buy all of their gifts online. However, marketers have to be clear about the fact that more than a quarter of consumers (26%) are concerned about privacy issues when it comes to shopping via mobile according to the uTalkMarketing survey.