Acquity group-2011-internet-retailer-top-500-commerce-audit final

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Acquity group-2011-internet-retailer-top-500-commerce-audit final

  1. 1. 2011 M-Commerce Audit SummaryInternet Retailer 500Q3 2011
  2. 2. ACQUITY GROUP OVERVIEW © 2011 Acquity Group, LLC | Confidential & Proprietary | www.acquitygroup.com | 2
  3. 3. Who We AreAcquity Group is a leading digital strategy, experience design, andonline technology services firm.» Headquartered in Chicago with 12 offices globally» Over 475 experienced business, design, marketing and technology professionals» We have been a trusted partner to more than 600 clients on thousands of projects» One of the top five independent digital agencies in the country1 1 Top 5 independent digital agency – 2010 & 2011, Advertising Age 3
  4. 4. Partnering With The World’s Leading BrandsAcquity Group has worked with more than 600 clients over our ten year history,and is currently engaged with over 70 on a variety of initiatives. 4
  5. 5. Deep Expertise Across Functions Strategy Experience Design Technology Business strategy and ROI Holistic site design Content management andChannel evaluation/planning Ideation and concepting eCommerce platforms Digital marketing strategy Visual design Collaboration and social media Web strategy Information architecture Mobile apps & sites Content and Usability assessments commerce strategy Front end development Copywriting Mobile & social strategy Rich media Content development User and market research Digital Intelligence Campaign dev. & executionMeasurement and analytics Hosting & managed services Mobile marketing 5
  6. 6. M-COMMERCE AUDIT OVERVIEW © 2011 Acquity Group, LLC | Confidential & Proprietary | www.acquitygroup.com | 6
  7. 7. The Mobile Commerce Audit. What is it?Acquity Group performs an annual Mobile Commerce Audit in conjunctionwith Internet Retailer’s Top 500 and EU Top 300 guides to identify companiesand industries on the leading edge of mobile initiatives, both in the US and theEU. » Analysis of the top 500 online retailers » Executed annually since 2009 » Also in conjunction with Internet Retailer, we perform a separate, detailed assessment of 375+ retailers, ticket sellers and travel/hospitality organizations active in the mobile channel to understand what tactics are being used: the Mobile Commerce Data Book. 7
  8. 8. 2011 M-Commerce Audit: Candidate IdentificationSelecting the pool of candidates… » We start with the full list of 500 top online retailers, as ranked by Internet Retailer » Multiple brands for one company were only considered in cases where two brands had significantly different desktop websites » For companies who feature both retail and non-retail sites for their brand, only the retail sites were considered » The final pool of candidates totaled 535 sites 8
  9. 9. 2011 M-Commerce Audit: Mobile OSsSix mobile operating systems were chosen to reflect the 2011 landscape: » Each retailer’s site was tested on each of the following operating systems: » Apple iPhone » Blackberry OS v. 5 » Android OS » Blackberry OS v. 6 » webOS » Windows Phone 7 » If the retailer had a mobile specific site, it received one point » The mobile site URL was recorded, as well as the URL extension 9
  10. 10. 2011 M-Commerce Audit: Mobile Site CriteriaThe following criteria were used as metrics for the successful adoption ofan M-Commerce site: » The checkout process cannot require any external dependencies outside of the mobile capabilities. 10
  11. 11. 2011 M-Commerce Audit: App AvailabilityTesting process and scoring of mobile apps…» Mobile Applications for each of the top 500 retailers were searched for at each of the following stores: » Apple iTunes App Store » Google’s Android Marketplace » Blackberry App World » Palm’s App Catalog for webOS » Windows Mobile Marketplace» Third party apps were not counted 11
  12. 12. 2011 M-Commerce Audit: Final Ranking» The final score for each site was calculated as the sum of both the Mobile Device Detection score and the Mobile Applications score (total of 42 points).» Each site that registered at least one point was ranked by their final score.» If sites had a common score, they were then ordered by their composite score breakdown: a site’s Mobile Device Detection score was given priority over their Mobile Applications score» If sites still had a common score, they were then ordered by the following: Devices supported > Mobile apps offered > Mobile Site Score >Redirect Score > Site Rendering Score > Optimization Score >Checkout/Booking Score» If sites still had a common score, they were finally ordered by their Top 500 rank awarded by Internet Retailer. 12
  13. 13. M-COMMERCE AUDIT HIGHLIGHTS © 2011 Acquity Group, LLC | Confidential & Proprietary | www.acquitygroup.com | 13
  14. 14. Annual Comparison 2010 12% of sites 2011 37% of sites compatible compatible with mobile with mobile browsers browsers 11% of sites 9% of sites optimized for optimized for iPhone iPhone 7% had 26% had downloadable downloadable apps apps 14
  15. 15. Interesting Numbers 37% of companies have a mobile website That’s a 210% increase over last year 23% featured a downloadable iPhone app There was a 278% increase in the number of retailers with a mobile app 18% of companies had both a mobile site and a downloadable app 26% of sites rendered properly on all six mobile devices Of mobile-compatible sites, 21% followed the m. subdomain standard 15
  16. 16. The Top 10 16
  17. 17. Notable Findings Key Finding ConclusionThere were massive gains in both the 2011 was the year that mobile truly took holdnumber of top retailers with a mobile – and took off. Although there is stillsite (37%, a 210% increase) and the tremendous room for growth, retailers havenumber with a mobile app (26%, a 278% accepted mobile as a key platform for growthincrease). and customer engagement.Even though the overall number of sites In the ticket industry, differentiation and marketdidn’t change from our 2010 analysis, share is related to value-added services,the ticket industry showed the highest including mobile capabilities. Simply put, apercentage-changes, with the largest company in this industry cannot maintain agrowth in site redirection and checkout competitive edge without offering ticketabilities. purchase & management on mobiles devices.While 23% of companies featured a Retailers are following the general industrydownloadable iPhone app, very few had trend to the two top smartphone platforms inBlackberry or webOS apps. Android, the US: iOS and Android. Any mobilewith 20% growth over last year, had the applications on the other platforms seemed tohighest rate of growth. be supplementary. 17
  18. 18. Mobile App Presence Mobile App Adoption in 2011 23% 10% 3% 3% 0%% have iPhone % have Android % have % have WebOS % have app app Windows Phone app Blackberry app 7 app 18
  19. 19. M-COMMERCE AUDIT INDUSTRYDETAILS © 2011 Acquity Group, LLC | Confidential & Proprietary | www.acquitygroup.com | 19
  20. 20. Apparel: Industry Usage (n=71)90%80%70%60%50%40%30% Industry Usage Total Usage20%10% 0% 20
  21. 21. Books/Music/Video: Industry Usage (n=20)70%60%50%40%30% Industry Usage20% Total Usage10% 0% 21
  22. 22. Computer/Electronics: Industry Usage (n=23)90%80%70%60%50%40%30% Industry Usage Total Usage20%10% 0% 22
  23. 23. Food/Drug: Industry Usage (n=16)70%60%50%40%30% Industry Usage20% Total Usage10% 0% 23
  24. 24. Flowers/Gifts: Industry Usage (n=3)120%100% 80% 60% 40% Industry Usage Total Usage 20% 0% 24
  25. 25. Health/Beauty: Industry Usage (n=10)80%70%60%50%40%30% Industry Usage20% Total Usage10% 0% 25
  26. 26. Hardware/Home Improvement: Industry Usage (n=11)120%100% 80% 60% 40% Industry Usage Total Usage 20% 0% 26
  27. 27. Housewares/Home Furnishings: Industry Usage (n=10)60%50%40%30%20% Industry Usage Total Usage10% 0% 27
  28. 28. Jewelry: Industry Usage (n=6)120%100% 80% 60% 40% Industry Usage Total Usage 20% 0% 28
  29. 29. Mass Merchant: Industry Usage (n=17)70%60%50%40%30% Industry Usage20% Total Usage10% 0% 29
  30. 30. Office Supplies: Industry Usage (n=6)90%80%70%60%50%40%30% Industry Usage Total Usage20%10% 0% 30
  31. 31. Shoes: Industry Usage (n=13)90%80%70%60%50%40%30% Industry Usage Total Usage20%10% 0% 31
  32. 32. Sporting Goods: Industry Usage (n=8)120%100% 80% 60% 40% Industry Usage Total Usage 20% 0% 32
  33. 33. Specialty/Non Apparel: Industry Usage (n=18)60%50%40%30%20% Industry Usage Total Usage10% 0% 33
  34. 34. Toys/Hobbies: Industry Usage (n=24)70%60%50%40%30% Industry Usage20% Total Usage10% 0% 34
  35. 35. Matt Schmeltz – EVP Sales & Marketing(312) 427-2040 | matt.schmeltz@acquitygroup.comTom Nawara – VP, Digital Strategy & Design(312) 427-2058 | tom.nawara@acquitygroup.com

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