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The mobile space is one of the fastest-evolving in all of the technology world and because of that, it's no surprise that many companies are struggling to keep up.
From the smallest business struggling to figure out how to build a mobile-friendly website to the largest consumer internet brands struggling to build compelling mobile experiences, mobile offers just as many challenges as it does opportunities.
Around the globe, our retail spending habits are transforming and mobile is a big part of that.
$1 out of every $10 is spent online and nearly half of Americans are interested in paying with a mobile wallet. In the US, 42% of all mobile subscribers have smartphones and 3.6% of online payments are currently made via them.
Smartphones are for browsing, tablets are for buying. That’s if you believe the results of a recent Sapient/Nitro survey, which shows that 56% of consumers rate tablets as useful for shopping compared to just 38% on smartphones.
There’s no doubt any online retailer reading these results will sit up and take note. But in order to turn this into an actionable mobile strategy, it is important to understand more about consumer behaviour on mobile devices of all types and how that behaviour changes and evolves.
Mobile is booming. Chances are that, if you’re shopping online in 2012, increasingly you’ll be carrying out part of the transaction on a mobile device.
The majority of smartphone users are now using a mobile device to browse and shop online while, in the UK, 5m tablet owners are expected to purchase a second device in 2012.
IHS screen digest recently released research predicting that in-app purchases will hit £3.6 billion in 2015, accounting for as much as 64% of mobile app market revenues.
So one thing is clear: if optimising your mobile channel isn’t high on your list of priorities in 2012, it really should be.
As discussed in a previous blog post, customer experience needs to be at the heart of your mobile strategy in 2012.
With online forums, comment boxes online and the growing number of brands with a social media presence, a customer has more ways than ever before to vent their frustrations following a poor online customer experience.
What’s more, a customer who has a poor experience online using a mobile device can use the very same device to log on to Facebook or Twitter and tell their entire network of friends and family about the poor mobile online experience they encountered.
There has been some interesting debate on Econsultancy recently looking at the pros and cons of mobile apps and mobile websites.
For me, the most interesting discussion point is not the technical merits of both, but the importance of customer experience in defining mobile strategy.
There are anticipated technologies that, despite capturing the imagination of technophiles, analysts and journalists, seem to just never arrive as soon as one expects or hope.
Mobile commerce and mobile wallets are good examples. Year after year, the vision and ambition are strong but the execution and usage is weak. However, there are a number of reasons to expect that 2011 is the year that a tipping point in the use of mobile phones as the ultimate shopping enabler becomes reality.
Despite its obvious potential, mobile has arguably been overhyped for years. So it's not exactly surprising that many businesses have held back on their investment in mobile.
But for retailers, both online and offline, that are still skeptical, 2011 may be a good year to take the plunge. That's because according to a survey conducted by SapientNitro, consumer habits finally caught up in a big way with expectations and hype last year.
Smartphones have been getting lots of attention lately what with Google's introduction of the Nexus One and all the ballyhooing going on over at CES this week. The world is seemingly poised for yet another "year of mobile" (I'm losing count, but it seems as if that scorecard is well into its second decade). So what are the opportunities? Where are the changes?
A new Questus study sponsored by AOL and Universal McCann takes the temperature of 1,800 smartphone users - because if any audience is not only receptive to, but equipped for mobile marketing messaging, it's very obviously these technology early adopters.
The findings? Heartening, but hardly earthshaking. Herewidth, some of the findings: