taptu: mobile touch web report 'shopping & services' update feb 2010

shopping & services update february 2010

This is the second report from Taptu in a monthly series that will track the growth of the Mobile Touch Web.

Email [email protected] to sign up for future reports Find previous reports and other resources at www.taptu.com/metrics

contents 03 Touch Commerce - an emerging trend

07 Global overview: Mobile Touch Sites, all categories

09 Shopping & Services category analysis

Selected sub-category screenshots

10 Shopping Assistants and Autos

11 Travel and Banking

12 Electronics and Food & Drink

13 Property and Computers & Software

14 About Taptu & Methodology

shopping & services update february 2010 02

touch commerce - an emerging trend

what we didIn our January report, we carried out the first complete survey of the Mobile Touch Web. We estimated a total of 326,600 Mobile Touch Web sites – more than the number of apps across all app stores. We define the Mobile Touch Web as Web content that is created specifically for mobile touch screen devices, with finger-friendly layouts and lightweight pages that are fast to load over cellular networks.

We observed a significant concentration – over 20% of all sites - in the Shopping and Services category in our January report. For this reason, we forecast that the Mobile Touch Web would play an extremely important role in the future development of mobile commerce. For this month, we have completed a more detailed analysis of Shopping & Services, picking out 8

important emerging sub-categories.

what we sawWe were struck by the sheer diversity of mobile commerce on the Touch Web at what can only be regarded as a very early stage of its development. If desktop eCommerce is a vast ocean, then “Touch Commerce” is a rock pool, 83,000 sites, yet surprisingly rich, diverse and rapidly evolving. The life forms we find are distinct entities, although often related to their larger cousins on the desktop Web.

Within this rock pool, consumers are in a unique position to purchase products and services when they are in any location or social situation, 24 hours a day, 7 days a week. This may be en route to a destination, in a café, a park or even in a competitor’s physical shop.


touch commerce - an emerging trendcontinued...


notable shopping & services sub-categories

Sub-category What’s the point?

01 Shopping assistants To help you buy stuff cheaper. Very useful in an actual bricks-and-mortar retail location, when you need to decide if the price you see in front of you is competitive or not.

02 Auto For when you’re out and about buying a car and you want to make sure you get the best deal.

03 Travel For when you’re on a trip and want to get to important travel info without firing up your PC.

04 Banking For checking your accounts when you are out of the office and away from your PC.

05 Electronics Online mobile storefronts, best used when you are in-store to price-check that major purchase.

06 Food & drink Order a pizza (or whatever) with zero hassle.

07 Real Estate Your virtual real estate agent that you can take with you to view relevant properties in your area.

08 Computers & software All the big players (IBM, Microsoft, et al) are ticking the box and creating an online presence on touch screen mobiles.


conclusion: three patternsAcross the site sub-categories, we observed three groupings with similar characteristics:

01 “Touch Sweet Spot” sitesGratifyingly we saw many more examples of sites that were really exploiting the capabilities of the new medium, giving customers a valuable new way to buy products or services. (Noteworthy: mobile.dominos.com)*

* To view these sites, enter the URL into your browser on your touch screen phone. Only tested to work on iPhone and iPod Touch devices.

02 “True Touch Innovator” sitesSecondly we found examples of sites which pushed the boundaries of what is possible and opened our eyes to new ways of interacting with the customer. (Noteworthy: www.klrealty.net)*

03 “Lack of Imagination” sitesWe saw several examples of brands creating static Touch Web sites that don’t do anything very useful except act as a kind of on-line brochure, like the early days of the World Wide Web .


february’s touch sweet spot site domino’s pizza mobile.dominos.com

Domino’s Pizza wins our noteworthy selection for February with one of today’s best Touch Commerce experiences, just beating their competitor Pizza Hut to the punch. With Touch Commerce, ease of use is a defining, if not, deciding, feature. Keyboard entry is a pain, so cumbersome Login and Registration processes are best avoided. This is where Domino’s experience has the edge. Of course, Domino’s needs to know your address in order to deliver your pizza, so step-by-gentle-and-quick-step they guide you through the process. Whilst harvesting the data they need quickly and easily, they do not present the user with any big usability hurdles. The user is engaged, guided and facilitated during the Touch Commerce experience, making the process feels as it should be - simple.

dominos pizza http://mobile.dominos.com


summaryIn summary, the best sites showcased in this report define what the Touch Commerce experience should be:

• Intelligent (location aware, multi-faceted)

• Easy (guided navigation, intelligent data harvesting)

• Engaging (Content heavy, light-weight page size)

• Transaction (either completetion or point of completion)

Touch Commerce re-defines how users are engaging with your brand, so your brand needs to re-think how your mobile internet presence can best engage your users.


february’s touch innovator site kl realty www.klrealty.net

As in the E-Commerce revolution that preceded it, the “Touch Commerce” revolution will enable newcomers to leapfrog their larger and better resourced competition. Boulder, Colorado-based real estate firm KLRealty are one such example. Founded 8 years ago, their mobile Touch Commerce site is a shining example of what is possible by those who are open to new technologies, new challenges and new opportunities. The KL Realty site provides Mortgage Calculators, Location Based Services, Map Searching, Web Camera Mapping and Search. By fully exploiting the additional capability that Touch Commerce can bring, KL Realty gets our vote as the obvious choice for the discriminating iPhone owner wishing to purchase Real Estate within the Boulder vicinity.

kl realty www.realty.net

mobile touch sites global overviewfebruary 2010

Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed)

“Higher quality” sites which as used as the basis of our category-level analysis are defined as those with above average quality score for either visual quality or information quality.

Shopping & Services

Photo & Design

Social

World Affairs

Places, Travel & Local

News & Weather

Women’s Interest

Technology

Other

mobile touch sites

analysis of mobile touch sites

Top categories % of sites

Shopping & Services 24.8%

Photo & Design 17.7%

Social 9.2%

World Affairs 8.1%

Places,Travel & Local 6.5%

News & Weather 3.3%

Womens Interest 3.3%

Technology 3.2%

Adult 3.0%

Mens Interest 2.2%

Entertainment 2.1%

Music 1.5%

Personal Blogs 1.3%

Sport 1.1%

Games 0.9%

Autos etc 0.5%

Fashion 0.2%

Nature & Environment 0.2%

Celebrities 0.2%

Other 10.6%

Total 100.0%

Global total number of Web sites scanned 113.0m

Sites estimated as touch-friendly 334,800 (0.30%)


mobile touch sites global overviewfebruary 2010

higher quality sites


Shopping & Services 25.9%

Social 14.5%

World Affairs 12.7%

Places,Travel & Local 9.1%

Adult 5.8%

News & Weather 5.1%

Photo & Design 4.4%

Entertainment 2.4%

Mens Interest 1.5%

Womens Interest 1.4%

Technology 1.4%

Sport 1.2%

Music 1.1%

Games 1.0%

Blog 0.4%

Autos etc 0.4%

Fashion 0.3%

Celebrities 0.2%

Nature & Environment 0.2%

Other 11.1%

Total 100.0%


Shopping & Services

Social

World Affairs

Places, Travel & Local

Adult

News & Weather

Photo & Design

Entertainment

Other

higher qualitysites

Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed)

“Higher quality” sites which as used as the basis of our category-level analysis are defined as those with above average quality score for either visual quality or information quality.

shopping & services mobile touch sitesfebruary 2010

analysis of mobile touch sites*


Business 28.6%

General 27.0%

Real Estate 12.7%

Adult - Paid 5.2%

Travel 3.2%

Auto 3.1%

Mobile Shopping Assistants 1.4%

Profile 1.3%

App Stores & Apps 1.1%

Computers and Software 1.0%

Web Design 0.9%

Banking 0.7%

Marketing 0.5%

Food & Drink 0.5%

Phones 0.4%

Electronics 0.3%

Fashion & Lingerie 0.3%

Books, DVD & Music 0.3%

Auto Leasing 0.3%

Health & Beauty 0.3%

Other 11.0%

Total 100.0%

example sites in category

Site Name Site URL

Yellowbook http://www.yellowbook.com/

Target http://target.mobi

Homes.com http://homes.com/

Twistys http://twistys.com/

TripAdvisor http://www.tripadvisor.com

Porsche http://m.porsche.com

HotUKDeals http://m.hotukdeals.com/

Vodafone http://vodafone.mobi/

Secret Exit http://iphone.secretexit.com/

Cisco http://m.cisco.com/

Briannotbryan Design http://m.briannotbryan.com/

Wells Fargo Mobile https://www.wf.com/

Firedog Communications http://firedogpr.com/

Dr Pepper http://www.drpepper.com/mobile/

Nokia http://www.nokia.mobi/

D-Link http://m.dlink.com/

Dolce & Gabbana http://www.dolcegabbana.mobi

Barnes & Noble http://www.barnesandnoble.com/

National Car Rental http://www.nationalcar.mobi/

Pantene http://pantene.com/

TicketStorm.com http://www.ticketstorm.com/

Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed). * Higher quality sites only - see Methodology page for further information. % change equals current month versus previous. Important: To view site, go to site URL on your touchscreen phone (Many sites do not render properly on PC browsers). Sites can be classified in more than one category.

Shopping & Business % of sites 24.8%


Business

General

Real Estate

Adult - Paid

Travel

Auto

Mobile Shopping

Assistants

Profile

Other

shopping & services

example shopping assistants mobile touch sites

example autos mobile touch sites

scope http://sccope.com/

steals.com http://steals.com/

nextag http://nextag.com

pricecanada.com http://pricecanada.com/m/

jeep http://jeep.com/m

autotrader http://autotrader.mobi/

volvo http://m.volvocars.com/

napa http://napaonline.com/


example travel mobile touch sites

example banking mobile touch sites

travelocity http://travelocity.com/

delta airlines http://delta.com/

city pass http://citypass.com

indian wells http://m.indianwells.com/

bank of america http://bankofamerica.mobi/

barclays http://barclays.mobi/

us bank http://m.usbank.com/

american express http://americanexpress.com/


example electronics mobile touch sites

example food & drink mobile touch sites

sonos http://sonos.info/

wired up installs http://wiredupinstall.com/

sony http://m.sony.com/

canon http://m.usa.canon.com/

dominos pizza http://dominos.com/

bud light http://budlight.com/m

teavana http://teavana.com/m

live on the go http://liveonthego.com/


example real estate mobile touch sites

example computers & software mobile touch sites

kl reality http://klrealty.net

realestate.com http://realestate.com/iphone

bushby http://bushby.com.au/

homes.com http://mobile.homes.com/

dell http://dell.com

geeksquad http://m.geeksquad.com/

ibm http://m.ibm.com

microsoft http://mobile.microsoft.com


report methodologyfebruary 2010

Taptu scans 110 million internet domains each month, using a cluster of 750 servers, downloading approximately 10 terabytes of data for each scan. Each scanned site is checked against a number of tests for potential mobile touchscreen-friendliness.

Candidate sites are then filtered to identify English language sites, then further evaluated for site quality, then classified by type. “Higher quality” sites which as used as the basis of our category-level analysis are defined as those with above average quality score for either visual quality or information quality. These quality ratings, together with site popularity data, are used as the basis for our selections of Taptu Top 10 Touch Screen Sites in each of the topic categories.

about taptu

Founded in 2007, Taptu built a strong user base and reputation for entertainment search on mobile devices. The service was available globally in 5 languages, generated in excess of 1 million searches per day and over 3.2 million users (June 2009) and picked up several international awards along the way.

Since early 2009 Taptu has evolved and pioneered the index and crawling of media specifically designed for touch screen mobile devices. Consumers can now, for the first time, search and explore millions of mobile touch web sites, apps, images and the realtime web from their touch screen mobile device. Taptu is also making this unique index available to third parties via an API.

sign-up for future reportsemail [email protected]

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Download Taptu Touch Search from the Apple App Store or Android marketplace

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taptu: mobile touch web report 'shopping & services' update feb 2010

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