In September 2012 comScore’s mobile division called comScore Mobile Metrix 2.0 released it’s most informative report ever. The study found that 4 out of every 5 smart phone users – 85.9 million in total – accessed retail content onto the smart devices in July 2012 alone. This study was conducted following iOS, Android and RIM devices in the United States.
Amazon.com and its complementary sites where the leaders being the top targeted destination retailer with a vast audience of 49.5 million visitors. Other retailers that saw significant mobile traffic was closely followed by with eBay having 32.9 million visitors, Apple with 17.7 million visitors, Wal-Mart with 16.3 million visitors, Target with 10 million visitors, Target with 10 million visitors and BestBuy with 7.2 million visitors.
“With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment,” said Mark Donovan, comScore SVP of mobile. “But adapting isn‟t always easy, especially when considering the complexity of the
Mobile environment, which requires optimizing the experience across multiple platforms and for both mobile websites and apps. The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics.”
Understanding this information and seeing a popular shift in how people are shopping shows us that mobile optimized websites and the mobile app trend is increasing significantly in activity and usability.
Compelling Reason #2
Yankee Group Found That Mobile Advertising Will More than Triple by 2016
On August 14th, 2012 a Boston MA firm Yankee Group finished and released an in-depth study on mobile marketing. The results they found were staggering to say the least. Jason Armitage a principle analyst for the Yankee Group and the main author of the report said that “Yankee Group identifies mobility as the primary catalyst for disruptive change, and advertising is a prime example”. What he was directly referring to was how mobile marketing is changing the way the entire World will do business by 2016.
In this report he discovers how emerging markets such as China, India and Brazil will help increase this market size by 3.5 times it’s current. Or another way to look at it in a way most of us can understand, it will increase revenue through this channel by a minimum of $6 billion. For business this is a massive shift that businesses are only starting to consider.
The problem to this point for business and marketers has been the lack of data on the user of the smart devices. Jason says that mobile apps are filling that gap and helping to answer how to drive better targeted ads. Among app downloaders more than 22% of smartphone owners and 27% of tablet owners clicked trough an in-app ad during the first three months of 2012.
It’s been a long time since your website has performed that well!
Compelling Reason #3
Mobile Commerce Will Account for More Than 24.4% of All Shopping by 2017!
In July, 2012 a firm called ABI Research found that m-commerce will equal 24.4% of the global market retails space. This represents the result of some spectacular growth in 2011, when the mobile online commerce market doubled in size to $65.6 billion. The numbers are not in on 2012 just yet but again those numbers are expected to be significantly more.
This growth is being fuelled by the rapid adoption of smartphones in both mature and developing markets, as well as a retail market in which traditional brick-and-mortar retailers are implementing multi-channel strategies in the face of increasing competition from Internet-based vendors.
John Devlin, a director at ABI Research commented that, “M-commerce is not yet mass market, but it is delivering remarkable growth in tough economic conditions. There remain questions, as how to best realize the value and ROI of m-commerce but innovative retailers with the resources to invest in the development of their mobile portfolio have clearly identified this as the way forward. Smartphones and the “app-store mentality” have led to the market developing incredibly quickly. Consumers are able to use their mobile devices to purchase a range of physical and digital goods and to choose from a range of options as to how they pay for them.”
“Mobile is now transitioning from what was initially viewed by many as a retail experiment to a viable component of a full-blown multi-channel offering,” added Devlin. “Consumer awareness has been boosted by the “Groupon effect” and now everyone wants a bargain. This is further exacerbated by the need in the retail sector to a) differentiate from the competition, b) be seen to be offering value, and c) an enhanced need to increase consumer engagement and interaction. Mobile helps to fulfill all of these criteria.”
Being armed with this knowledge and knowing that we haven’t even come close to the mecca of m-commerce and mobile marketing, businesses must immediately embrace the fact that mobile marketing is here to stay.
Compelling Reason #4
45% of US Businesses Are Conducting Some Form of Mobile Marketing
In April 2012 StrongMail conducted a survey amongst 802 business leaders. Their findings were a reflection of the attitudes from these leaders towards adopting mobile marketing as a viable advertising medium. The survey showed strong interest towards mobile with ever increasing budgets but also a large lack of strategy.
Out of these leaders only 45% were testing mobile marketing with a breakdown in strategies as follows;
Mobile websites (70%)
Mobile applications (55%)
QR codes (49%)
They found that the top areas of focus were;
Mobile landing pages (32%)
Mobile number capture at email sign-up (25%)
Mobile optimized email templates (22%)
This reflection on information can be directly correlated to the mid 90’s when businesses were doing the exact type of research on internet marketing and the adoption of an e-commerce website.
We all know how that has turned out…
Compelling Reason #5
47% of Marketing Companies Plan to Increase Their Efforts in Mobile Apps Within the Next Year
This fact has been dramatically increased by the use of tablets. Studies done by one of the most trusted and established sources of analytical data, Forrester Research discovered that 9% of people that shop online already own a tablet.
But even more incredibly impressive is the fact that they project over 82 million people in the U.S. alone will own a tablet within the next two years.
Out of the companies had involved in their study found that 21% of a m-commerce sales through their websites came from tablets. This can also be supported more by the increased demand for apps within tablets opposed to mobile phone users.
A joint study conducted between Forrester Research and Bizrate found that over 47% of tablet owners had purchased something online and another 13% had shopped using their tablets and planned on buying something in the near future.
Amongst all tablet owners, they said more people are more interested in shopping using their tablets than with their smart phones and nearly all of them also owned a smart phone.
The survey found that people are in a more relaxed state and wanting to shop when using their tablets opposed to mobile phones or when using a PC.
Compelling Reason #6
Over 90 Percent of Smartphone Owners Keep Their Phones Within
Sandy Cormack, a business strategist for Business 2 Consumer has hit the nail on the head with this quote,
“I now see a trend which creates perhaps the greatest marketing opportunity for small and local businesses in the past 50 years. The trend: customer Migration from desktop to mobile computing. When I look at the staggering statistics for smartphone adoption and usage, I don‟t see evolution at work.
I see explosive, painful and disruptive REVOLUTION. Like a tsunami, the transition to mobile violently changes everything in its path. And as it the case for all disruptive external change – those who ignore the early signs will find themselves swept up in the wake and playing catch-up to those who seized opportunities early.”
She lays out the additional 5 Compelling reasons in this report including this
Smartphones are considered indispensable by most of their owners. They text, they Tweet, they check Facebook, they Pin. This means a communication targeted to a smartphone will be received and acted upon in real time. And the personal nature of the smartphone experience lends itself to social interaction and engagement. For example – you‟re at a bar watching a football game and your home team wins. Seconds later you get a message from the bar, via its branded mobile app, that announces special happy hour victory 2-for1 deals on all draft beer for the next three hours. Or a special GPS-based deal for a free appetizer with the purchase of dinner.
Compelling Reason #7
Seventy Percent of Smart Phone Owners Use Their Phone While
Customers want to use their smartphone while they are in your store. And smartphones are GPS capable – which means they know where they are located. Think of the opportunities this creates. First off, you can make it easy to download your app in the store by posting QR codes on the walls.
Then you can offer GPS-based discounts, to give customers incentive to use the app once in the store. Mobile apps facilitate real-time social engagement.
Compelling Reason #8
98 Percent of All Messages Received on a Smartphone Are Read
This is the true „game changer‟ for mobile marketing. Traditionally lead lists are email or social media based. But email message opens are notoriously low, on the order of 10-15 %. And social methods like Facebook fan pages can be even lower. If you send a message through a mobile app, the message will be read.
The more messages are read, the more they will be acted upon. This fact can transform how you view marketing altogether. Send a message just before dinnertime on Friday announcing the weekend specials at your restaurant and more customers will act on the information. Send a message when you get a new, highly anticipated model in your car dealership on Friday afternoon and you‟ll have a bunch of people in your lot to see it the next day. And if you use this feature mainly for special offers not available to those who haven‟t downloaded your app, you create an „inner circle‟ feeling amongst your app users.
Compelling Reason #9
Smartphone Owners Prefer to Access Information Via Mobile Apps vs. The Mobile Web
Smartphone owners use the phone to access their social networks, play games, and get information via apps. Apps are to smartphones what browsers are to desktops and laptops. The main reasons? I think that business owners have been slow to update their websites to be mobile-responsive.
As a result, their websites don‟t look good on mobile browsers. And we know that once customers have a bad mobile web experience, they aren‟t likely to return. If you offer a mobile app, you control the experience and can make it 100% positive via app design. The smart app developer will focus app functionality on the stuff customers will use the most – one touch calling, messaging, integration with their social networks, sharing, QR code scanning, and discounts.
Compelling Reason #10
Mobile Apps Eliminate the Need for Mobile Searches
Mobile apps allow you to get AHEAD of the need for mobile searches in your niche. Why do people search for information?
Because they don‟t have it already. The mobile app allows you to give customers information WHEN or BEFORE they actually need it. Simply put: if customers have a pizza restaurant‟s app on their smartphones, and get a coupon for 50% off a large deluxe pizza via the app, who will they call when it‟s time to order pizza?
This has profound implications on branding and business channel innovation. You can see that these five reasons are really just five interconnected parts of one BIG reason. If a customer downloads your mobile app, you have a distinct, overwhelming advantage over all of your competitors. As long as your app is on their phone, you can market to them directly- in real time – the things they value the most. And you will transform them from customers to clients, and from clients to relationships.