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Mobile Digital ConsumerExpert Interviews – Report

Author: Sabine Göpel, SapientNitro

About this document

This research has been conducted by Sabine Göpel for the upcoming presentation “The mobile digital consumer” at the German IA conference 2011 in Munich.

Expert interviews with six mobile experts have been conducted between 07.04.11-22.04.11. Experts are defined as first movers who use their smartphone heavily for both business and private and are very curious towards new mobile services and applications. All experts have used their smartphone in shopping situations and have a broad knowledge on existing mobile shopping solutions.

This report documents the outcomes of these interviews.

1. Personal Usage of Mobile Shopping Services

“To be honest – I have tried it a couple of

times, but I only rarely purchase something

using my mobile phone.”

How come that experts don’t purchase via mobile?

Purchase on a smartphone is perceived as rather cumbersome.

Not many websites are optimized for mobile devices

Sometimes registration process is required first.

Some mention security issues – unsure what happens if connection fails.

Most purchases that people make on a regular basis do not require additional information or support through mobile – e.g. daily grocery shopping.

All participants often try out new services they learn about, but only few are integrated into their daily routine.

But…

“I use my smartphone to memorize products

and to keep lists of products I like.”

The smartphone is used to “bookmark” items

The most commonly used app is the Amazon app to look up products and to add them to the wishlist.

Location-based apps, such as foursquare, are used to check into stores or cafés to memorize them.

Also, users use the photo function of their smartphone to take pictures of items they like. They might also send them to friends and familiy to get their opinion on them.

“I use my mobile to buy things that I need

immediately.”

Time-critical purchases

If a product is needed urgently, users are more inclined to use mobile services or even use the regular website to purchase an item immediately.

Examples for products purchased on smartphones are movie tickets, train tickets, items monitored on ebay, etc.

Participants prefer to buy products on mobile services, they already have signed up for and where payment details and delivery information is stored.

“I use my smartphones in-store to look up

prices and similar products on the internet.”

Price and product research is the most common use case

If there is a cheaper price found on the internet the user decides whether it is worth is to wait and purchase online, or whether he rather buys the product in-store but can take it home immediately.

When shopping for fashion or leisure goods, smartphones are used less, because touching the product and enjoying the shopping experience is more important.

For fashion items some users would use apps with image recognition to look up a comparable item.

If a specific product is needed, it is easier for users to scan the barcode and look up the exact product rather than use image recognition.

Besides finding a product and researching price information, user reviews are mentioned as valuable source of information, needed in-store.

“I only purchase via mobile websites if I

know the product well...”

No room for research

Books and media are the products that have been bought most on mobile phones. These products do not need a lot of research and their quality may be judged well by user reviews, digital previews.

For research in particular for price-intensive products, users need to compare products from multiple providers.

If the user has already selected a specific product and he might also use the mobile device just for the purchase , because it is easier to use e.g. at home on the couch.

“When I research for – say, a new computer – I have dozens of tabs open and constantly jump from one to the next. I am not able to do this on a smartphone.”

“If I am in the city I want to find out what

stores around me are offering.”

Local context is important

Many users mention that a lot of purchasing decisions are made spontaneously when they are en route. In this case a smartphone is used to find offers in different stores nearby.

Another common behavior is that a user has already researched a lot about the product and then decides spontaneously to buy it when he finds a good offer.

Some users mention that coupons, such as groupon offers, are not stored and user does not plan when to use them – they just look up what is around them when they are on their way.

Another type of information seeked locally on smartphones is real-time information on shops, including opening hours and availability of certain items.

“It has to be fast. And by fast I mean FAST.”

Need for speed

When mobile services are used in a mobile context, users do not want to spend much time with research and checkout processes.

New applications require a registration, before they can be used properly. Use of single sign-on would help to get rid of a cumbersome registration process.

Once the user is registered, it helps if payment details and delivery options are stored to enable a one-click-checkout.

Performance needs to be optimized for mobile usage

“It should be as easy as an iTunes in-app purchase”

Summary:

“Mobile services should give instant

gratification.”

Instant gratification

Everything mentioned before – memorizing items, buying time-critical products, comparing prices, finding local offes, need for speed – can be summarized with “Instant gratification”.

As smartphones are constantly with the user and are often used in a mobile context, they need to be able to respond quickly to the user’s needs.

2. Trends and Outlook

“The mobile phone will become the smart

shopping assistant.”

Smart assistant

Example: When shopping for fashion items, the mobile service may suggest outfits combining the selected item with other items in the store. Also, the smartphone may have access to the user’s shopping history and recommend items based on the user’s preferences.

In this example the smartphone connect the user’s personal needs to the store.  

Another option is to save a personal whishlist to mobile device and be notified whenever the user is near a store with an appropriate offer.

Smartphones can show real-time availability information of stores nearby.

“Mobile websites of a single shop will

disappear.”

No chance to play alone.

Very rarely the user is looking for a certain brand. Much rather he is shopping for a certain product.

Therefore users are not inclined to use a single shops application or look on their specific website. Much rather he would look for this product in a comparison engine and then search for the best offer.

Applications such as shopgate connect multiple stores on a mobile device.

This approach concentrate on the needs of the consumer rather than on the needs of the retailer.

“Mobile phones add a virtual layer on the real

world.”

Enhance the in-store experience

Smartphones can provide additional information on items in a shop – such as ratings and product reviews, product specification or details of comparable product.

Services may use information of the user’s shopping history and preferences and make smart recommendations for new products.

Make shopping experience more interactive and social.

“The register will disappear.”

My smartphone is my wallet.

As technologies such as NFC spread, smartphones will offer an alternative and secure method for payment.

“Shops can use the mobile channel to connect

to the consumer for support after he

purchased.”

After-Sales support

After the user purchases an item the retailer may send additional information material via a mobile app.

Mobile apps may enable the consumer to track his delivery and keep in touch with the retailer.

Thank you!

Feedback? Comments?

Quelle

S. Göpel: Interviews mit Fee Beyer, Florian Hermsdorf, Torsten Schollmayer, Hendrik Halkow, Christina White, Michael Bleyer. (07.04.11-22.04.11)