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Nab white paper


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  • 1. WHITE PAPER TODAY’S MOBILE MARKETPLACE AND ITS IMPACT ON LOCAL BUSINESSES What every local business owner needs to know about today’s mobile shopper, the need for a mobile presence and the importance of local search rankings.
  • 2. TODAY’S MOBILE MARKETPLACE AND ITS IMPACT ON LOCAL BUSINESSES In Brief: It’s been apparent for some time that the mobile revolution is on. Consumers can use mobile devises to interact with businesses fromanywhereanytime.Mobilenowaccountsfor12%ofallglobal Internet traffic, but what about the traffic to local businesses? The mobilized shopper of today is impacting merchants, retailers and other businesses in ways never seen before. The playing field hasdefinitelyshiftedinfavoroftheinformedconsumerwhototally expects to find what they are looking for when they want it. For the local business owner to be competitive they must be mindful of some current consumer indicators: - 94% of Smartphone users have searched for local info - 70% called a business after searching - 66% visited in person - 90 % of these users acted within 24 hours! Access to online information has to be incredibly user friendly for the mobile devices of today. Smartphone users in general favor browsers over apps (48% vs. 26%) with iPhone users being the most likely to use apps (40% vs. 36%). To reach the broadest shopping base really requires both options. App vs. Mobilized Website Choosing a mobile app over a mobile website depends on what the business wants to accomplish. If the goals are primarily related to marketing or public communications, a mobile website is almost always going to make sense as a practical first step in your mobile outreach strategy. This is because a mobile website has a number of inherent advantages over apps, including broader accessibility, compatibility and cost- effectiveness. And for the shopper’s experience it’s a must because it’s so much easier to view and navigate. See example on the next page. NAB WHITE PAPER Access to online information has to be incredibly user friendly for the mobile devices of today.
  • 3. NAB WHITE PAPER TODAY’S MOBILE MARKETPLACE AND ITS IMPACT ON LOCAL BUSINESSES Apps still have a significant place in the mobile marketing mix as well and are very popular, and there are a number of specific use scenarios where an app will be the best choice. Generally speaking, if a business has a good customer base an app will help build brand loyalty because while using the app, the customer is not conducting searches. This helps protect market share and allows push notifications etc. directly to the shopper. This is quite important because push notifications are read 97% of the time, making it a powerful marketing outreach tool to your customers. Ranking Matters In today’s hyper-connected economy there is no reason for consumers to be lacking information on any purchase decision. In fact 93% of all buying decisions start with an on-line search. For a business to be competitive today they must show well in searches, and of course the higher the ranking the better. According to a study by AOL, rankings have a tremendous impact on click-through traffic. - The first ranking position in the search results receives 42.25% of all click-through traffic - The second position receives 11.94% - Third position on the first page obtains 8.47% Being on top has a distinct advantage especially for retailers as consumers tend to have fixed amounts of budget allocated for specific products or services and once the budget is spent, it’s gone. That’s why, especially during holiday shopping season, retailers recognize that being the first stop, whether online or the first store open on Black Friday, makes a difference. For a business to be competitive today they must show well in searches.
  • 4. NAB WHITE PAPER TODAY’S MOBILE MARKETPLACE AND ITS IMPACT ON LOCAL BUSINESSES The Mobility Factor: Another key fact that is impacting local merchants and businesses is how mobile the consumer has truly become. Searches on mobile devices have grown 5 times in the past two years and today, over 50% of all local searches are done on a mobile device. Consumers that own and use smartphones conduct local searches nearly twice as much (61% vs. 32%) as general mobile phone users. With 55 percent year over year growth, smartphone penetration has dramatically accelerated over the past two years, signaling future increases in local searches conducted from mobile devices. This is good news for the local business that can rank high on searches, as their customer is ready to buy. However there is always a middle step that customers will take and that is to click through to the business’s website. Once a potential customer gets to the website they expect a positive and easy to navigate experience. Here is what they will likely do when they get there. - Get directions and operating hours - 74% - Contact the store - 64% - Find product info - 61% - Make a purchase or order a service - 50%
  • 5. TODAY’S MOBILE MARKETPLACE AND ITS IMPACT ON LOCAL BUSINESSES The in-store Trends: In 2011, the shoppers surveyed were more likely to access the website or app of the store they were actually in than a competitor’s website or app. This means that retailers need to not only be concerned about how their pricing stacks up against others’, but also about pricing consistency across their own channels. And most importantly how positive is the experience of navigating their own website. One other important aspect of the mobile marketing mix is to understand that the first impression is critical. According to Compuware: - Over 40% of users in a 2011 survey of 4,014 global mobile web users turned to a competitors web site when they had a bad mobile experience - 57 percent of mobile web users had a problem in the pastyear when accessing a website and 47 percent had a problem accessing an app on their phone; - 46 percent of mobile web users are unlikely to return to a website that they had trouble accessing from their phone and 57 percent are unlikely to recommend the site; - And 34 percent said they’d likely visit a competitor’s mobile website instead. In another study by management consulting firm Accenture found that 73% of mobile-powered shoppers preferred mobile phones to retail clerks for basic assistance. NAB WHITE PAPER Ways that US Online Shoppers Use Mobile Phones While In-Store, 2009-2011 % of respondents 52% 69% 65% Access that store's website Access a competitor's website 25% 46% 43% Access a shopping comparison website (Shopzilla, Shopping .com) 15% 32% 26% Access that store's mobile shopping application 4% 19% 21% Access a competitor's mobile shopping application 4% 10% 14% 2009 2010 2011 Source: ForeSee,"Mobile Satisfaction: Apple and Amazon Excel," Jan 12, 2012 136199
  • 6. TODAY’S MOBILE MARKETPLACE AND ITS IMPACT ON LOCAL BUSINESSES Local Searches 2012 marked the first year where the majority of local searches conducted on portal sites have shifted from specific business searches (business name) to non-specific business searches (category/keyword). To use a traditional media analogy; users have shifted from “white page” searching behavior of finding listings to more of a yellow pages behavior of “searching and shopping” local search resources to determine where to buy products and services. Additionally,weobservedincreasesinthisbehaviorshiftamongst all local search platforms. - comScore local research study 2012 Summary The more smartphones, the more smart shoppers conducting local mobile searches resulting in a higher demand for time- sensitive, on-the-go need for local business information. The #1 reason for using a mobile device for a local business search is because shoppers want information fast because they’re on the move to buy. Mobile users have a larger opportunity to pur- chase from a local business shortly after the search while on- the-go and are more likely to purchase a product after searching compared with PC searchers. . NAB WHITE PAPER The #1 reason for using a mobile device for a local business search is because shoppers want information fast because they’re on the move to buy. There continues to be excitement in the mobile consumer category. Consumers search, they review, and they act, often within a short period of time - making decisions on which local merchants and businesses to visit based solely on what information they found on their mobile device. There is a tremendous upside in mobile marketing opportunities for local businesses that can, not only have mobile presence either in a mobile app or website but also strive to have high rankings on searches that guarantee they can dominate the market.
  • 7. NAB WHITE PAPER TODAY’S MOBILE MARKETPLACE AND ITS IMPACT ON LOCAL BUSINESSES References Information and research for this report were collected from a number of different sources including the following: The Mobile Playbook – Google ForeSee – Mobile Satisfaction Google and Ipsos OTX – 2011 post holiday shopping study Comscore Dec 2012 Stat Counter August 2012 SmithGeiger and Sterling Research – What users want most from mobile sites today eMarketer Commerce Roundup 2012 Localeze – Local Search Study 2012 Home Service Solution – Mobile website versus Mobile App Compuware Accenture About NAB NAB is the industry leader in modern marketing mobile apps and mobile optimized websites, providing exceptional technology, training, and services for companies and individuals seeking mobile marketing solutions that can improve their business and lifestyle. For more information go to