Mobile Commerce:Are You Ready?Mal ChiaDigital Marketing Manager
Mobile is growing• 68% smartphone penetration amongst 15-65yo Australians• 2nd highest smartphone penetration (behind Singapore)• Mobile internet usage will overtake desktop by 2014• 2 billion iOS app downloads per month• 2.7 hours social networking per day from mobile
2% 12%7% Android Apple Blackberry 56% Windows23% Other
Future state? 14% 9% Android Apple 2% Blackberry Windows 15% 60% Other
Is Apple in danger of becoming yourparents phone?
Mobile commerce is growing• 60% of Australians have purchased from a smartphone• 58% purchase at least once a month
Mobile commerce in Australia has grown from$155 million in 2010 to $5.6 billion in2012 (that’s >3500% growth in 2 years)
Mobile commerce is where e-commerce was in2000: new, strange but with the potential to changeeverything.
Transforming customer experience• Research products• Compare prices• Read reviews• Scan QR code• Check stock levels• Find the nearest location• Look up retailer information• Pick-up in-store
Insight: Security and comfort are crucial to mobilepurchasing
Want more stats?http://www.thinkwithgoogle.com/mobileplanet/
Apps vs. Mobile siteNative App Mobile WebsiteSuperior UI Can recreate look of an app but without fluidity or polishIntegrate with native functionality Works on every deviceCache for offline viewing No way to notify if new features/updatesFaster No integration with native featuresInnovation is faster due to aggressive Slower to loadcompetition in mobile industryMust be downloaded from an app store Available to anyone onlineNative development is expensive and Cheaper but with several disadvantagestime consuming
Consider the user experience• Design mobile forms• Don’t make registration compulsory• Provide a progress meter• Only collect the essentials• Clearly label links• Large CTAs• Keep pages small• Anticipate and correct common errors – Search
The mobile paradoxof choice:less is often best