It is a question many marketers ask themselves on a daily basis: “Where do users browse when they are on the Internet?” A recent study by Experian is spot on here. It reveals that people spend most time browsing social media platforms. Entertainment websites (9%) and shopping (5%) as well as business and checking emails are following with each one achieving 3% are coming in the following places.
The research was checking peoples’ browsing habits in the United Kingdom, United States and Australia. By distilling the overall Internet browsing time from 2012 into one single hour, the study found out that respondents spend 27% of every hour on social networkings. The U.S. was the leading country with 16 minutes per hour, followed by Australia 14 minutes and United Kingdom with 13 minutes. However, the time spend with social sites is overall a bit decreasing compared to 2012.
However, the figures vary depending on what device respondents were using. When respondents were on mobiles, they tend to spend the most time working on email. Again, the U.S. spent about 23% of every hour being busy on email on mobile devices in the first quarter or 2013, then closely followed by browsing social-networking, entertainment, shopping, and travel sites. Still, when using a personal desktop, people will most likely spend over a quarter of their time browsing social sites,
“With smartphones and tablets becoming more powerful, our data clearly indicates the difference between mobile and traditional desktop usage further enabling the ‘always on’ consumer mentality. Marketers need to understand these differences, as well as regionally, to ensure campaigns can be tailored for better and more effective engagement.” Bill Tancer, General Manager Global Research, Experian
The desktop finds it’s end as we all know, and social media is the driver. Mobile emails get read more than emails seen from desktop, states some new benchmark report data from Informz. For this study in 2012, the company analyzed 1 billion emails from 800 associations. In fact, the study made clear that more links, shorter headlines, focussed lists and flexible send-outs are key to drive awareness to the email newsletters. If we bring these two studies together, we will understand the close connection between mobile and social.
Some say, email is a dead media, some know it is not. At least not on smartphones in the U.S… For American adults email is still the most common activity on smartphones. In the second place comes Web browsing, closely followed by using Facebook. This is the result of the “Always Connected” study from IDC. The study is based on feedback from more than 7,400 iPhone and Android users between 18 and 44 years old.
These are the main findings of the study….
- 78% check email on smartphones
- 73% browse websites
- 70% using Facebook in some way
- 131 minutes per day communicating on their smartphones
- about 33 minutes of the above are spend on Facebook.
Now, it has to be mentioned that the study was sponsored by Facebook. The study supports the fact how important Facebook is for the communication via smartphones. It also makes clear how much time users of social networks spend their daily time when they are out on the streets, at work, at shopping or following sports activities. Obviously, most of the time is spend on Facebook – in eight different activities, people responded that they are almost 4-5 times more likely to be on Facebook than using Twitter or LinkedIn.
The value of the study can in some way put into question, although we have seen many studies in the last years that demonstrate the importance of direct one-to-one communication on Facebook and the mobile use of Facebook. Another study by Localeze/15miles/comScore Local Search found that not email but search is the main activity of the mobile users. However, the approach of the study was different. It looked at people not only in the 18-44 years range and it proved the use of smartphones and tablets. there must be a reason why Facebook sponsored this study. I would not be surprised if they will publish some new mobile advertising opportunities soon.
We all experience on a daily business how mobile devices are changing our world. Mobiles become more and more our shopping companion, and with it mobile search becomes more and more popular to satisfy our needs. Google and Nielsen cooperated in a recent report to illustrate where and how people use mobile search, and what purchasing behaviour results from it.
Most mobile search activities happen in the afternoon and evening. However, the activities happen at home (68%) and not from “on-the-go” (17%). The driver for the activity is 81% the need for “speed and convenience”. Funnily enough people believe that doing a mobile search at home is easier than opening the computer (83%).
Concerning the types of mobile search, it varies still. People tend to do food and shopping “in-stores” versus finding travel information which is done from their office or while on-the-go. The interesting finding for marketers is that these searches drive users to do additional activities. 73% trigger additional actions after doing their mobile search.
The study makes clear that mobile searches are pushing fast online and offline activities. More than half of all mobile users do call a business, make a purchase and visit a store in the short time-period of only one hour. Furthermore, mobile searches becomes more and more impactful for businesses. Mobile searches trigger consumers for additional actions and conversions (73%). The respondents of the study also visited a retailer’s website (25%), shared information (18%) and visited a store (17%).
Although this study might have some Google touch, the reports offers some good insight into the offline and online world and how it gets driven by mobile search. We should not be surprised to get further new mobile products from Google for users (mobile value-add) as well as for marketers (mobile ad products).
Which products would you like to see from Google for mobile search that don’t exist yet?
After yesterdays moderation of the dmexco Night Talks in Hamburg on “Mobile – The new first screen”, a recent study grabbed my attention this morning. It makes clear that users really are more into apps rather than mobile websites. According to the findings of the global study from Compuware Corporation, a technology performance company, 85% of consumers responded that they prefer mobile apps over mobile websites.
Although the latest InMobi study gives insights how people react to mobile advertising and why apps get into the centre of attention of the mobile user, the study from Compuware states that the reason why apps become so popular these days. The respondents said that they are “more convenient, faster and easier to navigate.” Furthermore, it adds some more findings…
“Mobile applications are thought to make life easier by streamlining calendars and grocery lists (…) offering entertainment while in line and making it easy to collaborate with co-workers. Consumers now associate apps with banking, paying bills, shopping, booking hotels and travel, as well as with staying productive and connected with both home and office tasks.”
The 3Rs of the social customer also become apparent in the choice of which apps will be downloaded to their mobiles. 84% of users say app store ratings are important in their decisions to download and install a mobile app. And there are some obvious reasons how apps need to deliver in order to be be benefitial…
- Easy access to product and store information
- Help planning and navigating trips
- The ability to communicate in real time
However, the benefits seem quite clear, there are also some complaints about mobile apps. The mobile users mentioned that they had…
- 62% a crash, freeze or error.
- 47% slow launch times.
- 40% an app which just would not launch.
Still tolerance is high when the app does not work immediately. 79% said, they would retry a mobile app only once or twice if it failed to work the first time. Still, companies and brands should be aware that the competitor is not too far away with their mobile app offering.
“With consumers expecting greater experiences with mobile apps now more than ever, fulfilling those expectations doesn’t just happen — it takes a conscious effort throughout every stage of the design and development process to get it right. Performance is a crucial contributor to providing a dependable mobile app user experience, so performance should be considered a key driver in the design process. Mobile applications need to focus on a core utility, and they need to be fast and reliable in order to be valuable.” Stephen Pierzchala, Technology Strategist, Compuware APM Center of Excellence.
It would be interesting to get your expectation on a good mobile app or website? What is your normal reaction when mobile apps don’t deliver to your expectation?
Some of you might remember the Adidas NEO approach to make their shopping windows experience more appealing and attractive. In some way Nike follows their innovation and uses their “Nike+ Innovation Center” at Selfridges which open during the Olympics in London, or maybe vice-versa.
In the Nike building, they set up an interactive and reactive kinetic window installation. How it works? The window reacts with Kinetic drops when people are passing by or different other LED light flashing wall installations. Now, what would be of interest for us is how much it helped getting people into the store? But hey, maybe Nike also does some social media monitoring, then we will get an answer, I am sure…
How do you like it?
We have already seen some really cool window shopping experience by Neet-a-Porter at the beginning of the year. However, this version by adidas NEO is actually taking window shopping to a next level: an interactive digital window concept that connects to your smartphone. With this concept, it is possible to shop at their store after hours without an app or scanning a QR code.
This completely interactive in-window shopping experience lets consumers flick through clothing board according to your own taste and play with a model. They are even trying on every item. So, it is easier to see exactly how the clothes look (on a model). Now, you just need to imagine how you look like in the clothes.
This is how it works: By typing in the special URL you can connect your smartphone to the window and take control of a virtual shopping bag. Any product dropped into the window’s shopping bag instantly appears on your mobile ready to save, purchase or share with friends.
You can check out this window at adidas NEO Nürnberg store for a six-week pilot test.
Most of our shopping experience through Social CRM solutions are not seamless yet. However, a new solution might challenge the past days of manual check-ins… and deals. FaceDeals comes up with one of the freakiest social innovation we have seen so far. The deal platform is connected to a camera that gets positioned at the entrance of a shop or a restaurant. When customers are coming in the camera checks them in automatically to the place they enter via facial recognition detection. Then, the system is delivering some text message that people can get at the bar, cash point or point of sale.
PS: I can already hear people arguing about data protection, security risks and so on. Still, I think this is a nice innovation. What do you think?
Remember the days, when you wanted to go in shops to see the desired car – experiencing it’s dimensions, the color, the feeling when touching the surface, and all of that? Let’s face it, there were many opportunities to get that shopping experience the digital way. Now, AUDI takes a new approach on addressing customer. They created the new AUDI City “Digital Showroom”.
The AUDI way is a fantastic new form of retail car shopping experience for a car brand. Do we need a big showroom on an expensive high-street building? No! This one fits in any street shop. Yes, it does! It is even possible in the classic shopping centers or malls. It means that car brands can move closer to customer’s day-to-day shopping trips. And no problem to let them feel the leather, the paint or any other materials they might want to touch.
Experiencing the Audi City Store is a virtual shopping trip in a traditional shopping atmosphere – just with digital projections on the walls to experience the driving fascination in big digital walls – right in front of them.
Cool or that, the question stay if this is hot?!
The world is talking mobile. Desktops are dead. Smartphones and tablets are rocking! The market for mobile is massive and continues to grow around the world. Mobile is redefining the world we live in, the way we interact and the way we communicate on a daily basis.
The following infographic by Trinity explains nicely in a collection of stats how much the mobile market will influence our daily shopping behavior in the future. You just have to have a look at some numbers…
Worldwide, there are 6 Billion mobile subscribers. Obviously some own two devices which means that probably not 87% of the world population has one. The biggest growth comes from China and India that account for 30% of the growth. In only the last three years, developers have thrown 300.000 apps on the market. One of the main reasons why 1.2 Billion users access the Internet from their mobile devices. And the winner of all this development? Google! They sign 2.5 Billion USD in mobile ad spendings a year.
Mobile is exploding all over the world in 2012. And no marketer can dare not to see this development…
Whether you’re experimenting with online sales or have already run businesses in the past, when you are first creating an ecommerce website you’ll want to keep a few tips in mind. These can help you use today’s technology to find and retain a steady client base.
1. Use Simple Web Design
With such a high degree of competition out there, even for the most obscure products, you’re going to have to put some time and effort into your website to make it stand out from the crowd. You don’t have to have any web design experience to do this if you use an ecommerce software program with templates. These can usually be customized in terms of logo, font, and colour themes. Aside from this assistance, you’ll want to use your imagination and think of a catchy name for your business as well as an easy-to-navigate site.
2. Organize your Product Catalogue Using Categories
A big part of making your online store easily navigable for customers lies in how you organize your products. It’s easier for customers when you arrange your products into logical categories or collections, so that they can find what they’re looking for more easily. Adding a “sale” category can help customers feel that they’ve stumbled onto a bargain, so think about running promotions and sale items as a separate collection altogether. Be sure to include high quality pictures of the products along with descriptions.
3. Make Payment Easy for Customers
Once your customers have located the items that they wish to purchase, some ecommerce business owners feel that they have already sealed the deal. In actuality, this is where it can all go wrong if you make it hard for a customer to pay you. You’ll want a smooth and easy checkout system that offers multiple methods of payment. One example of this would be a Shopify ecommerce website, which provides a shopping cart and integrated payment system. You’ll want to look for a platform of this nature to help encourage the final sale. If you’re selling products internationally, it’s also helpful to include a currency converter. Be sure to provide a telephone number or email address for customer support for added security.
4. Create a Blog
There are numerous ways to market your online store, including using social media and email newsletters, among others. Yet one of the most effective ways to get in touch with a wide net of potential customers is through creating your own blog. This is also a good way to showcase your brand and personality, thus creating a valuable first impression.
5. Use Analytics to Track Customers
Although many online business owners use analytics tools to track what visitors end up purchasing on their website, you can make use of these tracking tools for a host of other purposes. For example, with analytics you can find out how your customers found you, which URL’s are referring customers to your online store, and what search terms they’re using. With this information, you can more tightly hone your marketing efforts to reach a wider audience.
This post is a guest post from Shopify.