Marketplace Insights
m-Commerce and the New Shopping Landscape
2
Marketplace Insights is an ongoing series of
explorations into consumer beliefs, thoughts and
perceptions about products...
Background Information
3
m-Commerce, or the usage of smartphones and tablets for
shopping and purchasing continues to dram...
The New Shopping Landscape:
An Overview
There’s little question that m-Commerce will
continue to dramatically impact the
s...
The New Shopping Landscape:
An Overview
5
Characteristics of the new shopping landscape
Increased accessibility:
Consumers...
The New Shopping Landscape:
Consumer Archetypes
6
m-Commerce consumers fall into three archetypes, based on their
primary ...
The New Shopping Landscape:
Tablet vs. Smartphones
7
Operational limitations of devices also
impact consumer behavior. For...
The New Shopping Landscape:
Tablet vs. Smartphones
8
Device preference for purchasing and browsing
0% 10% 20% 30% 40% 50% ...
The New Shopping Landscape:
Purchasing Trends
9
Oftentimes, how well a product translates to a particular device can
signi...
The New Landscape In Action:
Convenience
10
Regardless of consumer
archetype, device
preference, or product
trend category...
The New Landscape In Action:
Convenience
11
Benefits of Mobile Browsing/Purchasing
Which of the following are your top ben...
The New Landscape In Action:
Accessibility
12
Others spoke to the
unprecedented access to
information at their
fingertips ...
Challenges of The New Landscape:
Operational Efficiency
13
Unfortunately, current operational inefficiencies
limit the imp...
Challenges of The New Landscape:
Security
14
Even those consumers most
comfortable with online shopping
that we spoke with...
Challenges of The New Landscape:
Security
15
Although 17% of browsers would
not make a purchase on their
mobile device, 41...
Successfully Navigating the New Shopping Landscape:
Recommendations
16
Create a Seamless
Consumer Experience
• Shopping ca...
Successfully Navigating the New Shopping Landscape:
Recommendations
17
Prioritize Visibility
• Pictures should be clear an...
Successfully Navigating the New Shopping Landscape:
Recommendations
18
Address Security Concerns
Through Transparency
• Co...
Successfully Navigating the New Shopping Landscape:
Recommendations
19
Ease of Use and Speed are the Keys
to Consumers Sat...
Successfully Navigating the New Shopping Landscape:
Recommendations
20
Information Integration is Key
• Take advantage of ...
21
Project Specifics
iModerate conducted a hybrid study utilizing an
online survey with 400 individuals and 50 online,
one...
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The role of m-Commerce in the new shopper landscape

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In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.

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The role of m-Commerce in the new shopper landscape

  1. 1. Marketplace Insights m-Commerce and the New Shopping Landscape
  2. 2. 2 Marketplace Insights is an ongoing series of explorations into consumer beliefs, thoughts and perceptions about products, services and trends iModerate leverages our online one-on-one conversations to provide candid and insightful consumer responses that empower businesses to better understand the consumer experience On this Marketplace Insights we partnered with uSamp™, a premier provider of technology and survey respondents used to obtain consumer and business insights We share these findings with you in the hope that you will gain value from them
  3. 3. Background Information 3 m-Commerce, or the usage of smartphones and tablets for shopping and purchasing continues to dramatically impact the consumer landscape. Seeking to understand how these new technologies have affected the ways people shop, we conducted a hybrid study including 50 one-on-one conversations and a quantitative questionnaire What we explored Offering nearly 24/7 access, consumers confirmed that the primary impetus for their mobile shopping is convenience. However, while the motivation is not surprising—the descriptions of how they shop and what they shop for reveal key takeaways for marketers What we discovered
  4. 4. The New Shopping Landscape: An Overview There’s little question that m-Commerce will continue to dramatically impact the shopping landscape. Smartphone and tablet usage continues to increase offering consumers’ unprecedented access to browse and make purchases online. Combining greater flexibility and efficiency, these devices have fundamentally changed how consumers shop and browse in their daily lives 4
  5. 5. The New Shopping Landscape: An Overview 5 Characteristics of the new shopping landscape Increased accessibility: Consumers can shop/browse wherever and whenever the mood strikes them Increased consumer awareness: Consumers (even while at the brick–and–mortar stores) can comparison shop for the best value anywhere Increased cross functionality/multiple channel uniformity: Consumers can, for example, research on a laptop, comparison shop on their phone and purchase at the store— expecting all components to work together seamlessly Increased operational efficiency: If functionality makes shopping on their device difficult, (i.e., image size too small), often shoppers simply pause their shopping and revisit items later on their computers. However, the interruption leaves room for them to drop off from the purchase process Increased expectation of consumer confidence: Purchase habits are gravitating towards companies with an established identity in both the online space and mobile arenas (i.e., Amazon, iTunes and Ebay) because consumers trust them to deliver on their promise no matter the technological device
  6. 6. The New Shopping Landscape: Consumer Archetypes 6 m-Commerce consumers fall into three archetypes, based on their primary motivation: The “express shopper” The “browser” The “researcher” • Consumers that want to get in, find what they need and get out asap • They utilize mobile devices to evaluate items/get relevant information to quickly and easily make a purchase on their device • Consumers that leverage the access their devices provide during leisure periods to research products and services • They utilize mobile devices to review product details and compare prices • Consumers that use their mobile device to research and compare products with the intention to go to the store and make a purchase • They utilize the information to make a more informed purchase
  7. 7. The New Shopping Landscape: Tablet vs. Smartphones 7 Operational limitations of devices also impact consumer behavior. For many consumers, limitations in screen size and keyboard functionality make tablet use preferred over smartphones for browsing and purchasing—letting them view images and type more easily However, while the tablet is portable, it isn’t always as handy as a smartphone. Its larger size and limits in connectivity mean that it isn’t as much of an “anytime, anywhere” solution “It’s much easier to browse with a computer because you can have multiple tabs or windows open at a time. However, it’s more convenient to pick up the iPad when you can sit on the couch and do something else.” Female Tablet browser 25-34
  8. 8. The New Shopping Landscape: Tablet vs. Smartphones 8 Device preference for purchasing and browsing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Browsing Purchasing 1 – Strongly prefer Smartphone 2 3 4 5 – No preference 6 7 8 9 10 – Strongly prefer Tablet Thinking about mobile browsing (without making a purchase), please indicate if you prefer browsing on your smartphone or on your tablet. Thinking about making a purchase on your mobile device, please indicate if you prefer to purchase on your smartphone or on your tablet. N=152 Browsing, N=66 Purchasing.
  9. 9. The New Shopping Landscape: Purchasing Trends 9 Oftentimes, how well a product translates to a particular device can significantly impact consumer m-Commerce behavior Which of the following categories have you ever made a purchase in on the following devices? N=242. Smartphone Tablet Computer Movies, Music & Games 64% 62% 66% Clothing, Shoes & Accessories 45% 47% 71% Electronics 41% 44% 73% Books 35% 60% 55% Travel (Air, Lodging, etc.) 33% 32% 64% Health & Beauty 32% 34% 52% Toys 24% 30% 45% Sports & Outdoor 19% 21% 41% Groceries 26% 18% 36% Home, Garden & Tools 18% 22% 40% Insurance 20% 12% 35% Stocks 16% 15% 33% Automotive 12% 15% 35% Other 14% 12% 20% Ever purchased on each device For example, we found that certain media and grocery purchases lend themselves to particular types of m-Commerce including: Music on your phone/books on your tablet Groceries on your smartphone – because they are commodity items easily purchased from a list
  10. 10. The New Landscape In Action: Convenience 10 Regardless of consumer archetype, device preference, or product trend category, many consumers we spoke with informed us that their m- Commerce usage is founded simply in convenience—the ability to review and purchase products anytime, anywhere “If I think of something we need or am just browsing the app I have no problem with ordering from my phone. My phone is usually within arms reach wherever I am.” Female Smartphone purchaser 25-34
  11. 11. The New Landscape In Action: Convenience 11 Benefits of Mobile Browsing/Purchasing Which of the following are your top benefits for browsing on your 'Smartphone/Tablet'? You may select up to 3. Which of the following are your top benefits for making a purchase on your 'Smartphone/Tablet'? You may select up to 3. N=100 Browsing N=300 Purchasing Browsing Purchasing Convenience 76% 68% Touch screen 39% 33% Price comparisons 33% 35% Speed 27% 38% Able to use apps 21% 24% It’s a way to fill time 30% 11% User-friendly experience 17% 23% One-click purchases 14% 23% Works well with daily deal shopping 12% 13%
  12. 12. The New Landscape In Action: Accessibility 12 Others spoke to the unprecedented access to information at their fingertips that enables mobile shoppers to: • Comparison shop: If a consumer sees something they like in a store, they can scan or search to find a better deal • Be better informed: Access to websites and apps provides relevant information including product details, customer reviews, discounts and deals Female Smartphone browser 25-34 “I use a smartphone to scan bar codes, [it gives me a] clear display of items, and compared other products and ratings. I can move at my own pace and see product reviews without the pressure of a salesperson.”
  13. 13. Challenges of The New Landscape: Operational Efficiency 13 Unfortunately, current operational inefficiencies limit the impact of m-Commerce for many consumers including: Smaller screens equal smaller pictures, inhibiting consumers from viewing product details • Limited browser capabilities often mean consumers can’t use tabs (or open as many as they’d like) for comparison purposes and can only drill down into one product at a time • Small, touchscreen keyboards are less than user friendly when consumers have to enter information in a search box or at checkout • Wireless connections often mean slower page loads that reduce the consumer experience enough to sometimes end it Female Smartphone purchaser 25-34 “The biggest issue is small pictures or reduced descriptions on a mobile site. If I am unable to see a decent picture, I will add the item to my wishlist or bookmark it and check it on my computer.”
  14. 14. Challenges of The New Landscape: Security 14 Even those consumers most comfortable with online shopping that we spoke with remain concerned about financial information being transferred over a cellular network or a wifi signal; with some limiting the amount of their transactions as a result Male Tablet purchaser 35-44 “[Mobile shopping is] a fairly new experience. I am a bit hesitant, psychologically kind of worried about wireless being easier to steal my info so I use my desktop.”
  15. 15. Challenges of The New Landscape: Security 15 Although 17% of browsers would not make a purchase on their mobile device, 41% of purchasers say there isn’t a maximum amount they’re willing to spend Male Smartphone purchaser 25-34 “There isn't a specific limit because of the platform. My phone is probably at least as secure as my computer. I can use it safely for banking, so any amount I want to spend should be fine.” Female Smartphone purchaser 55-64 “I wouldn't give an exact amount, but probably not much. I don't like to shop much online - smartphone or computer.” Security concerns can limit current “max spend” via mobile Average “largest $ amount you’re comfortable spending” on a mobile device: $349 for mobile browsers $491 for mobile purchasers What is the largest dollar amount comfortable spending when making a purchase on your 'Smartphone/Tablet'? N = 100 Browsers and 300 Purchasers.
  16. 16. Successfully Navigating the New Shopping Landscape: Recommendations 16 Create a Seamless Consumer Experience • Shopping carts and wish lists should be consistent • Consumers should be able to access their purchase history and loyalty programs anywhere • Consumers should be able to use the information from a store’s site or app in the store • Consumers should be able to scan a barcode or search for an item that they see while out and about and find it from their favorite retailer Female Smartphone purchaser 25-34 “I do a lot of shopping on Amazon, I like that I can access my account, including previous purchases. My wish list is easy to locate and I don’t need to enter payment information every time I place an order. I’d like a way to track purchases easier. Like the Lowes my home card. When the card is scanned it keeps track of all the seeds I purchased so I don’t need to keep the packages for next year.”
  17. 17. Successfully Navigating the New Shopping Landscape: Recommendations 17 Prioritize Visibility • Pictures should be clear and easy to view. Consumers shouldn’t have to “pinch” to zoom in and out • Pages should be streamlined including only relevant information; remove superfluous information (i.e., sidebar, floating menu, etc.) that increases load time or crowds relevant images and information Male Smartphone browser 25-34 “The screen is so small that for most purchases I would have to use my laptop to see the product. Make pictures more interactive, fill my entire screen instead of having to zoom in and back out.”
  18. 18. Successfully Navigating the New Shopping Landscape: Recommendations 18 Address Security Concerns Through Transparency • Consumers concerned about wireless security feel more secure using a computer because they are used to seeing security assurances on e-commerce websites. m-Commerce websites and apps that provide “official,” credible indication that the mobile connection is secure significantly mitigate consumer security concerns Male Tablet browser 35-44 “I’m sure most retailers do a good job of protecting their consumers from fraud or stolen info but I don’t recall any visible disclaimers promising to be liable if my info is compromised via their app.”
  19. 19. Successfully Navigating the New Shopping Landscape: Recommendations 19 Ease of Use and Speed are the Keys to Consumers Satisfaction • Typing is a chore on most mobile devices – mobile sites and apps should use minimal text boxes • Information should be complete – not a truncated version of what’s on the full site. Consumers need to see the full description, including relevant information and reviews in a way that doesn’t slow the load time • Offer ways to compare items (save to a list, open in a new tab, etc.) and show more than one item at a time • Don’t slow down the purchase process with unnecessary steps – let people check out quickly Male Smartphone purchaser 45-54 “Don't have too many steps to take, I don't want to sign up for a membership, or become a preferred shopper, just let me select my items, and purchase.”
  20. 20. Successfully Navigating the New Shopping Landscape: Recommendations 20 Information Integration is Key • Take advantage of consumer history. Make it easy for them to stay logged in and keep track of what they’ve bought or browsed so they can access and replenish an item they like quickly • Consumers are less likely to use mobile devices to purchase “serious” or big ticket items like electronics, cars, insurance. Allow the transfer of product information directly to a sales rep on the phone or in person • Consumers often need an item right away or don’t like to make mobile purchases so they browse before they go to the store – make it easy to see which locations have an item from the product page Male Smartphone browser 35-44 “Portability is an advantage, to look up a certain product, for instance the laptop I was going to buy, being able to take my smartphone to the store with the webpage on the exact model and show it to a store employee. To get exactly what I came to buy for the exact price it showed without being hassled into buying something else.”
  21. 21. 21 Project Specifics iModerate conducted a hybrid study utilizing an online survey with 400 individuals and 50 online, one-on-one conversations. Participants were at least 18 years old, and have browsed or made purchases utilizing mobile devices such as smartphones and tablets (iPad, Kindle Fire, etc.). These consumers were sourced from uSamp™ ThoughtPath™ Our qualitative research is based on a cognitive approach called ThoughtPath. Drawing on three select cognitive theories, ThoughtPath enables our skilled moderators to get into each consumer’s head and discover what’s most important to them, what’s not, and why. In this study, it allowed us to understand consumers’ thoughts and ideas about how they use their mobile devices to shop Let’s talk. 303-333-7880 720 S. Colorado Boulevard Suite 500N Denver, CO 80246 imoderate.com
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