mobile commerce survey results. research objectives 1.understand industry opinions towards mobile...
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Research Objectives
1.Understand industry opinions towards mobile commerce
2.Get a measure of retailers’ mobile strategies
3.Examine what the barriers to the growth of mobile commerce are
4. Inform a strategy of what needs to be addressed as an industry
Executive Summary
• Retailers are starting to think about M Commerce, with 41% planning to have a transactional mobile site or application in place within the next year
• M Commerce is seen as a real opportunity, with 59% of retailers expecting their mobile revenues to increase over the next 12 months, and 94% see it as a real opportunity for their business.
• For the majority, M Commerce isn’t generating large revenues- 63% either make less than 1% of their total revenues via mobile, or don’t measure their mobile revenues at all at present
• There is an appetite to learn more about M Commerce- 74% of retailers stated that they would like to receive training in this mobile commerce.
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The sectors represent different respondents from the IAB/AIME/IMRG membership bases
n = 45, 47, 49
• (e)/Retailer• Brand Owner
• Agency• Media Owner• Content Provider
• Service Provider• Solution Provider• Technology Developer• Aggregator• Network Operator• Other
Sample Profile
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GenderAverage
M-commerce sector experience
9 Months
• Director
• Head of marketing
• e-Commerce Manager
• Digital Operations Manager
• Web Developer
• e-Commerce Administrator
24%
76%
Sector 1
Job title position Company’s
location
84% UK Based
• 50% South-East
• 21% Midlands
SECTOR 1• (e)/Retailer
• Brand Owner
SECTOR 2•Agency
• Media Owner• Content Provider
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
Sector 238%
62%
16 Months• Director / Publishing Director
• Head of Digital / Mobile
• Manager
• Business Development
Executive
• Media Analyst
87% UK Based
• 75% South-East
Sector 3
29%
71%
21 Months
• Head of Digital / Mobile
• Associate Director
• e-Commerce / Development
Manager
• Digital marketing Executive
• Web Developer
94% UK Based
• 82% South-East
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46% of retailers describe their experience with m commerce as basic.
n = 45, 47, 49 SECTOR 1
• (e)/Retailer• Brand Owner
SECTOR 2•Agency
• Media Owner• Content Provider
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
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41% of retailers expect to have a transactional site/app within the next year
n = 42
SECTOR 1• (e)/Retailer
• Brand Owner
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59% of retailers expect their revenue from m commerce to increase in the next year
n = 46
SECTOR 1• (e)/Retailer
• Brand Owner
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n = 47
63% of advertising industry professionals expect their revenue from m commerce to increase in the next year
SECTOR 2•Agency
• Media Owner• Content Provider
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n = 43
65% of tech companies & service providers expect their revenue from m commerce to increase in the next year .
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
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‘Lack of retailers’ mobile site and presence’ is considered as the main ‘M-commerce market’ growth barrier by all 3 sectors.
n = 45, 47, 49 SECTOR 1
• (e)/Retailer• Brand Owner
SECTOR 2•Agency
• Media Owner• Content Provider
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
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The majority of retailers consider themselves to be beginners in most parts of M Commerce.
n = 46
SECTOR 1• (e)/Retailer
• Brand OwnerPrivate & ConfidentialCopyright (c) 2010 eDigitalResearch.comJuly 2010
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n = 46
The advertising industry also consider themselves beginners in mobile commerce.
SECTOR 2•Agency
• Media Owner• Content Provider
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n = 49
Tech companies & service providers however feel more confident with M Commerce
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
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For all 3 sectors, there is a want for more training in M commerce
n = 34, 45, 44SECTOR 1
• (e)/Retailer• Brand Owner
SECTOR 2•Agency
• Media Owner• Content Provider
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
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60% of retailers expect mobile to part of their strategy within the next year
SECTOR 1• (e)/Retailer
• Brand Owner
SECTOR 2•Agency
• Media Owner• Content Provider
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
n = 45, 47, 49
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44% of retailers expect mobile revenues to exceed online at one point in the future.
n = 45, 47, 49
SECTOR 1• (e)/Retailer
• Brand Owner
SECTOR 2•Agency
• Media Owner• Content Provider
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
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All 3 sectors expect the M-commerce market to be developing more readily towards ‘Payments to credit
card’
n = 45, 47, 49
SECTOR 1• (e)/Retailer
• Brand Owner
SECTOR 2•Agency
• Media Owner• Content Provider
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
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‘Mobile commerce’ is perceived as an opportunity for ALL respondents.
n = 141
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‘Mobile commerce’ is perceived as an opportunity for all 3 sectors, in particular retaillers.
n = 45, 47, 49
SECTOR 1• (e)/Retailer
• Brand Owner
SECTOR 2•Agency
• Media Owner• Content Provider
SECTOR 3 • Service Provider• Solution Provider
• Technology Developer• Aggregator
• Network Operator• Other
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80% of respondents agree that mobile commerce is key to the growth of mobile advertising
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n = 96
How important is growing mobile commerce to help grow the mobile advertising market?
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Mobiles are being used within every facet of life, for the opportunities to be fully realised, mobile operating platforms must be fully optimised for
the marketplace to take full advantage.
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Agency“More opportunities (e.g. during people's dead time) to shop
mean higher revenues for our clients”
“More opportunities (e.g. during people's dead time) to shop
mean higher revenues for our clients”
“We're a digital agency and mobile is the future of digital. with smart phones with full HTML browsers become more ubiquitous,
consumers will be more demanding of brands making their offering optimised for
mobile”
“We're a digital agency and mobile is the future of digital. with smart phones with full HTML browsers become more ubiquitous,
consumers will be more demanding of brands making their offering optimised for
mobile”
“Because any new channel means new
opportunity”
“Because any new channel means new
opportunity”
“We are an agency offering multi
channel solutions / ideas”
“We are an agency offering multi
channel solutions / ideas”
“We have a huge range of clients on our books who have a customer base already keen to use m:commerce. For
example quite a few clients are reporting seeing transactions taking place on their website via handsets.
The is despite them not having a mobile optimised site. Once these are
in place, the market for mobile advertising can only grow.”
“We have a huge range of clients on our books who have a customer base already keen to use m:commerce. For
example quite a few clients are reporting seeing transactions taking place on their website via handsets.
The is despite them not having a mobile optimised site. Once these are
in place, the market for mobile advertising can only grow.”
The more and more consumers who use mobile technology will help drive its technological development. The convenience of using the mobile is key
selling point for the industry.
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Brand owner“Customers are looking
for a richer more joined up experience and there is a billing platform built into
their web browsing experience”
“Customers are looking for a richer more joined up experience and there is a billing platform built into
their web browsing experience”
“By 2013 there will be more mobiles than computers. Personalisation will make it
easier to be more relevant. Customer behaviour will change, in conjunction with mobile technology advances continuing to
make use of mobile simpler. Payment / security issues will be resolved by the
Mobile industry.”
“By 2013 there will be more mobiles than computers. Personalisation will make it
easier to be more relevant. Customer behaviour will change, in conjunction with mobile technology advances continuing to
make use of mobile simpler. Payment / security issues will be resolved by the
Mobile industry.”
“Mobile’s allows people to engage with us when and where they want
to, they don't have to wait until they get to their computer, wallet,
purse.”
“Mobile’s allows people to engage with us when and where they want
to, they don't have to wait until they get to their computer, wallet,
purse.”
“We are in University and High street locations, our sites are already experimenting with
mobile pre order/pre payment let alone huge savings on loyalty /
CRM advantages...”
“We are in University and High street locations, our sites are already experimenting with
mobile pre order/pre payment let alone huge savings on loyalty /
CRM advantages...”
“We have a young demographic and
mobiles are second nature”
“We have a young demographic and
mobiles are second nature”
Mobiles are hardly ever switched off, thus the adverting possibilities are immense, being able to reach those hard to
reach groups / occasions
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Media owner
“Because mobile is going to be the ubiquitous web
device and payment tool”
“Because mobile is going to be the ubiquitous web
device and payment tool”
“A whole generation of consumers are growing up using their mobile's to stay
connected and ultimately this will lead (once they take over their own bills as they start
working) to commerce as a natural extension. If one of these consumers wants to purchase our product via their Android or iPhone then
as an organisation we have to be ready to deliver that or this consumer will go to a competitor and never return. Remember:
Consumers are running mission control..”
“A whole generation of consumers are growing up using their mobile's to stay
connected and ultimately this will lead (once they take over their own bills as they start
working) to commerce as a natural extension. If one of these consumers wants to purchase our product via their Android or iPhone then
as an organisation we have to be ready to deliver that or this consumer will go to a competitor and never return. Remember:
Consumers are running mission control..”
“Users are becoming more interested and open to downloading music, videos etc.
with their mobile devices which opens up advertising opportunities. As mobile
contributes such a small amount to us overall, it is definitely a positive thing to
pursue it.”
“Users are becoming more interested and open to downloading music, videos etc.
with their mobile devices which opens up advertising opportunities. As mobile
contributes such a small amount to us overall, it is definitely a positive thing to
pursue it.”
“We are a media owner, and it would
accelerate advertising”
“We are a media owner, and it would
accelerate advertising”
Increasing the number of touch-points for consumers is seen as a positive step for retailers – increasing the convenience factor for
consumers makes shopping a more enjoyable experience
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Retailer / e-Retailer
“We don't operate any mobile platform currently, so anything
we would achieve would be incremental. The barrier is the cost and the current workload with the other developments
we are pursuing.”
“We don't operate any mobile platform currently, so anything
we would achieve would be incremental. The barrier is the cost and the current workload with the other developments
we are pursuing.”
“Once upon a time, not so many years ago, Online was seen as a threat to salesmen and women or customers
would prefer tried and trusted methods of purchasing. Now websites are looked upon as enablers for both. Plus. it's important to note that the youth of today are far more mobile
savvy than older generations and they are our future customers.”
“Once upon a time, not so many years ago, Online was seen as a threat to salesmen and women or customers
would prefer tried and trusted methods of purchasing. Now websites are looked upon as enablers for both. Plus. it's important to note that the youth of today are far more mobile
savvy than older generations and they are our future customers.”
“Makes sense in a multichannel world for
retailers with both a store and online presence mobile is the glue that joins these
channels together, and makes sense for the
customer.”
“Makes sense in a multichannel world for
retailers with both a store and online presence mobile is the glue that joins these
channels together, and makes sense for the
customer.”
“Another revenue stream, especially as
more and more people are using better and
better smart phones”
“Another revenue stream, especially as
more and more people are using better and
better smart phones”
“A chance to gain incremental orders
due to the increased convenience and impulsiveness”
“A chance to gain incremental orders
due to the increased convenience and impulsiveness”
“Limiting channel access points will erode our
market share over time to companies that have
embraced the technology”
“Limiting channel access points will erode our
market share over time to companies that have
embraced the technology”
“Any new revenue stream
is an opportunity”
“Any new revenue stream
is an opportunity”
“Any easily accessible method to access our
product range will offer opportunities and we are
already looking at specific apps to promote products.”
“Any easily accessible method to access our
product range will offer opportunities and we are
already looking at specific apps to promote products.”
“Our product offering is achieved through time-limited sales
campaigns. The rigid 'start' and 'end' sales opening times mean
more customers can access them at the appropriate time, thereby
receiving a better user experience and more choice.”
“Our product offering is achieved through time-limited sales
campaigns. The rigid 'start' and 'end' sales opening times mean
more customers can access them at the appropriate time, thereby
receiving a better user experience and more choice.”
Both of these groups believe that mobile commerce does have place within the marketing mix – however it is important to have user
interfaces which are slick and make the process of using the mobile to shop a painless experience
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Service Provider
“It seems to be the logical next step in mobile interactivity: from the early
premium SMS days (voting / competitions) through to mobile
portals and smart phone apps today. It necessarily follows that mobile commerce is the growth area”
“It seems to be the logical next step in mobile interactivity: from the early
premium SMS days (voting / competitions) through to mobile
portals and smart phone apps today. It necessarily follows that mobile commerce is the growth area”
“The market is there and with the
transaction to mobile there is a lot of
space opening for such a service”
“The market is there and with the
transaction to mobile there is a lot of
space opening for such a service”
“More opportunity to build value-added
services needed by industry”
“More opportunity to build value-added
services needed by industry”
Technology Developer
“We provide secure card based payment solutions to banks and retailers. The opportunity for us is to carrying
on doing secure data management for them - in the mobile environment rather than in a cards driven world. Mobile will not replace cards entirely - at least not for a long time - but it will eat into some of the market. The banks are aware of this and are getting involved in
mobile payments.”
“We provide secure card based payment solutions to banks and retailers. The opportunity for us is to carrying
on doing secure data management for them - in the mobile environment rather than in a cards driven world. Mobile will not replace cards entirely - at least not for a long time - but it will eat into some of the market. The banks are aware of this and are getting involved in
mobile payments.”
“When slick user interfaces for paying are available people will use
them”
“When slick user interfaces for paying are available people will use
them”
Key insights
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M commerce is at the early stages of establishing itself within the multi channel strategy of retailers and other sectors.
The Retail sector does seem to be lagging slightly behind the rest of the market place in terms of developing the M commerce offer.
But this sector does have huge potential if consumer momentum drives usage – thus increasing the demand for more slicker / better user interfaces.
'Main barriers to development centre around the lack of ‘mobile presence’ and retailers’ perception that consumers are not ready to embrace M commerce
Developing better understanding of M commerce mechanics and highlighting its benefits may help to champion its cause amongst the marketing mix.
Opportunities for M commerce are very evident (Convenience, advertising, targeting of difficult consumer groups...), but must be backed up by robust platforms (Mobile operators) and linked into back office systems (Retailers)
Private & ConfidentialCopyright (c) 2010 eDigitalResearch.comJuly 2010
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