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…
We have just recently written about mobile payment and the wallet-free future which Paypal predicts in their study. Now, another nice infographic by the guys from Mobile Payments Today and mobile payment provider Cellum makes its way thorugh the Net, showcasing a day with pure mobile payment.
The funny thing is that most of these mobile payment processes are already happening. And the only question is what will really succeed and what might fail here in mobile payment projects like the Google Wallet or Isis. Some of the projects like QR code or mobile shopping are already being used by geeks like me. And I can hardly remember that I ever did not buy a flight via my mobile devices in the last two years. The question is though when the masses are following the tech guys like us.
This is why the infographic might become interesting – and not even a future outlook anymore. Change in the parking meter? Not necessary. There is an app for that in Vienna. However, many cities still do not offer the opportunity. Still, there is room to evolve and I can think of many other opportunities where mobile payment makes sense. You got some ideas as well? Share them, so we can make the world a cash-free place. Or are you still happy taking a heavy wallet with you day in, day out?
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?
Some weeks ago, I have written about ConnectedTV as the new hype. And we have acknowledged that mobile apps and TV have got TV prime time as the main usage time. Still, we don’t really know how much people use mobile and TV at the same time. A new study sheds some light here…
According to a new survey issued by Yahoo and Razorfish, 80% of web-enabled mobile device owners say they multitask while watching television. They rely on smartphones and tablets to communicate with friends and family. They look up content which is related to the program they’re watching. They might also access information which has no relationship with the TV program.
And the combined usage of mobile and TV is not low. The study shows that 70% of mobile multitaskers use both platforms at least once per week. 49% even report multitasking daily. Over 60% use their mobiles at least once or twice during a TV program. And 15% don’t leave the mobile web for the time of the show they are „watching“.
The main categories for multitaskers are: reality, news, comedy sports, and food. The statement „Using the Internet on my mobile or tablet device while watching TV enhances my viewing experience“ was agreed by 38% of the respondents. Nevertheless, another 38% „find using mobile devices while watching TV to be distracting“. Text content leads all channels, beating talking, email, social networking and IM.
„This seems to be an opportunity for content producers and advertisers alike. Some people find multitasking to be a boon, and we have only begun to scratch the surface in terms of providing an engaging dual-screen experience. It’s like the early days of smartphones where it was remarkable that people were making purchases from sites that were not mobile-optimized. If folks were willing to go through that much effort, it stands to reason that making the experience easier and more streamlined will lead to even more passionate participants.“ Jeremy Lockhorn, Vice President Emerging Media, Razorfish
Some more findings from the study…
• 94% of multitaskers engage in some kind of mobile communication
• 58% of men „fact-check“ information on their mobile browser while attending a live sporting event, with 47% checking out scores of other games and player updates.
• 52% use their mobile device to escape awkward social situations
• 44% seek information unrelated to the current program – 38% searching for data related to it
• Apple’s iPhone 4S leads all mobile phone searches according to Yahoo Shopping data, followed by the Samsung Galaxy S2, the Samsung Galaxy Nexus, the Motorola Razr and the Nokia N9
Men seem to be more comfortable with mobile shopping processes. A former Performics study suggests that men are social shoppers and women the „Likers“. This study also finds that 70% of men under the age of 35 have made online purchases on their smartphones, compared to 64% of women in the same age demographic. And obviously the extention of TV to mobile starts to work: 36% say they go looking for more information related to a commercial they just viewed. Marketers need to start thinking multiscreen when planning their campaigns and ideally sync their mobile and TV campaigns immediately…
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.