Mobile shopping - trends and opportunities
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Transcript of Mobile shopping - trends and opportunities
Outline
1. Customers – expecta4on, trends
2. Current gaps in catering to customers’ needs 3. Focus areas for a great mobile experience
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Mobile accounts for all online commerce growth. A good mobile experience is table stakes for customers.
Source: eConsultancy, 2013 and eMarketer
Mobile devices account for all growth Good mobile experience is table stakes
Consumer tries an ac4on on mobile…
It doesn’t work so resorts to other means (tex4ng in this case).
Desktop not even considered
Source: Flurry, 2013 and Our Mobile Planet by Google 4
Shopping is one of the main uses of mobile esp for young female adults. Highest growth in mobile purchases comes from 45-‐54 yr old females.
App usage of Young Adults (US) Smartphone purchases across age groups (UK)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
18-‐24 25-‐34 35-‐44 45-‐54 55+
2012 female 2012 male 2013 female 2013 male
82%
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Mobile is used to shop at start of purchase journey and as a way to ‘pass 4me’. Hence inspira4onal shopping experiences are key.
Source: Our Mobile Planet by Google; UK data
0
10
20
30
40
50
60
At beginning of shopping, looking for inspira4on, ideas
In the middle of my shopping, evalua4ng the products
At end of my shopping / purchase
A`er shopping process, wri4ng reviews
Throughout whole shopping
Do not use my smartphone in these situa4ons
Usage of smartphone in purchase journey Triggers of mobile web usage via smartphone
0
10
20
30
40
50
60
70
80
Use smartphone when not in front of other device
Smartphone provides me with quick answers
Use smartphone because of lower costs than on other devices
Want to use smartphone without being seen easily
Smartphone is good to pass away wai4ng 4me
Don't want to miss out on anything when on the go
No other Internet access at home
Should have internet on my mobile
Start of shopping
Pass away 4me
% %
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However, the top shopping apps don’t provide inspira4on
Source: Nielson, 2012
eBay/Amzn apps homepage
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This gap can be filled by smaller players as mobile shopping moves towards disaggrega4on
Source: Flurry
-‐20%
Fashionistas and food lovers have low ad inventory/supply
(represented by size of bubble) but are of great
interest to mobile adver4sers
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Specifically, there are opportuni4es for apps for Fashionistas and Food lovers
Source: Results from Flurry RTB (real 4me bidding) marketplace
Supply
Mobile phone is used: 1. in conjunc4on with mul)ple devices
2. for short sessions 3. as a personal device
4. Everywhere
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4 characteris4cs of mobile can be leveraged to ensure great shopping experiences
Consumers use mobile with other devices – sequen4ally or simultaneously. Shopping experiences on mobile need to a) allow transi4on across devices
seamlessly and b) provide rich experience through mul4ple devices
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1
Source: The New Mul4-‐screen World by Google, Aug 2012
Sequen4al use across devices Simultaneous use of devices
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2 Consumers use mobile for ‘snacking’ = short session 4mes. Shopping experiences on mobile need to either cater to bite sized sessions or allow consumers to re-‐start
from previous sessions without losing 4me & informa4on
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Source: The New Mul4-‐screen World by Google, Aug 2012
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Mobile phones are a personal device. Shopping experiences on mobile can leverage this characteris4c for ease of use and personaliza4on.
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Source: The New Mul4-‐screen World by Google, Aug 2012
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4b
Apps across different areas (fitness, travel, games) are taking advantage of ubiquitous nature of mobile through constant connec4vity or offline usage. Both characteris4cs can be leveraged for mobile shopping experiences.
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Source: The Mobile Playbook by Google and Gadling, 2012
Apps for constant connec4vity Highest offline usage of mobile
Summary
1. Customers needs 1. Mobile accounts for online commerce growth and is tablestakes for
customers 2. Mobile shopping is primarily female. Fastest growing segment in mobile
commerce is female (45+) 3. Mobile usage is most prominent at start of purchase journey and it’s used to
pass 4me; hence experiences need to be inspira4onal 2. However apps catering to this need are lacking
1. Ebay and Amzn have benefiped from mobile (despite neither providing inspira4on) as aggregators but trend is towards disaggrega4on
2. There is lack of ad inventory in certain so` segments like Fashion 3. To create a great mobile experience the following need to be kept in
mind 1. Mobile is a part of a mul4-‐device experience. Mobile is personal, used for
short sessions, ubiquitous and local 2. These characteris4cs can be leveraged to provide great shopping
experiences on mobile
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