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  • 1. tradedoubler.com How to use mobile to your advantage Mobile Consumers &You Mobile shopping 2014 the rise of the omniconsumer
  • 2. 2  Mobile shopping 2014: the rise of the omniconsumer Tradedoubler It’s between five and nine pm across Europe. Millions of people are travelling home from work, preparing and eating dinner, looking after the family and sitting down to watch television. It’s also the peak time for mobile shopping. The boundaries between devices, between on and offline activities and between different sales channels are disappearing. Marketers must understand and adapt to this new landscape if they want to stay relevant and grow. Mobile (tablet and smartphone) is transforming the landscape for e-commerce. In 2013, 13% of all European online sales came from mobile devices and this figure is expected to rise to 49%1 by 2018, while shopping online using a PC fell for the first time, by 7%2 . These trends look set to continue over the coming years. But the mobile story is both more complex and more exciting than a simple share of sales. New research from the Tradedoubler Insight unit confirms that the greatest power and potential of mobile – particularly smartphones, the ultimate mobile device – lies in influencing and informing purchases that are made both on and offline. By the end of this year more than half of all mobile phones in Western Europe will be smartphones. By 2017, this will stand at 80%3 and more than half (55%) of European adults will own a tablet4 . And there’s more. Just under half of connected consumers are now ‘always-on’, jumping between three devices to stay permanently online5 . Why is this important for retailers? Consumers are using these mobile devices for every aspect of their lives, including shopping, and they increasingly expect seamless engagement across all of them. For retailers, a strong mobile presence is the passport to the customer conversation. It’s the route to engagement, influence, loyalty and trust. It’s a way of harnessing genuine buying interest through targeted offers and deals – even while customers are in store. Most of all, it’s a way of ensuring your brand is not lost among the competition. A new global study shows that people are buying from an ever smaller pool of retailers6 . Just under half (43%) of shoppers share their business among no more than five retailers. To become and remain one of those valued suppliers means engaging with your customers wherever they look to find you. This paper explores new insights revealed by Mobile Shopping 2014: the rise of the omniconsumer. This new research from the Tradedoubler Insight Unit reflects the opinions and behaviour of 4,500 connected consumers across nine European countries. What this means for performance marketers and retailers Consumers turn to mobile devices for information, inspiration and ideas. It’s where the conversation starts and it influences where they go next. If they can’t find you on mobile, they’ll look for a competitor. 49%of all European online sales will come from mobile devices by 2018
  • 3. Tradedoubler Mobile shopping 2014: the rise of the omniconsumer 3 The daily rhythm of mobile commerce Advances in technology have transformed the smartphone and tablet into the first port of call for news, information, entertainment and communications – and now retail. Half of the connected consumers surveyed by Tradedoubler use their smartphone or tablet for shopping activity every week – and almost a third (30%) do so nearly every day. Behind these statistics, however, lies a more complex daily pattern of what devices they are using, and when they are using them. In today’s real-time, data-enabled world of personalised marketing, an understanding of these daily patterns has the potential to underpin and inform highly targeted marketing approaches. Approaches that are more likely to succeed because the information is communicated at a time and in a way that is most relevant – and therefore more welcome – to the person receiving it. 40%of consumers use their smartphone and 48% use a tablet to browse the internet while in bed, and one in ten go online as early as 6 am 50%of the connected consumers that Tradedoubler surveyed use their smartphone or tablet for shopping activity every week and almost a third 30%do so nearly every day When we’re ‘on’, so are our mobile devices Smartphones and tablets are now so embedded in consumers’ lives that they are often the first thing we pick up in the morning and the last thing we put down before we go to sleep. According to Morgan Stanley, 91% of people keep a mobile device within arm’s reach at all times. The Tradedoubler research found that just under half of consumers browse on their smartphone (40%) or tablet (48%) while in bed, and one in ten goes online as early as 6 a.m.
  • 4. 4  Mobile shopping 2014: the rise of the omniconsumer Tradedoubler Looking at the daily pattern in more detail for two user groups: ‘big spender’ consumers who regularly spend more than £75 a month online (one in five of all respondents); and ‘high earners’ with an annual salary of over £50,000 (one in 10 of all respondents), the Tradedoubler research reveals that these two valuable groups tend to shop most on a Saturday and in the evening. Smartphone Tablet big spenders high earners big spenders high earners 6–9am 14% 11% 9% 7% 9–12 17% 12% 16% 10% 12–2pm 18% 12% 14% 10% 2–5pm 22% 16% 20% 12% 5–9pm 30% 24% 36% 37% 9–midnight 27% 21% 40% 36% Midnight – 6am 10% 6% 16% 10% No preference 23% 18% 22% 22% Smartphone Tablet big spenders high earners big spenders high earners Monday 21% 15% 15% 9% Tuesday 18% 14% 16% 10% Wednesday 18% 14% 17% 12% Thursday 19% 15% 17% 14% Friday 21% 18% 19% 14% Saturday 23% 18% 29% 25% Sunday 18% 15% 26% 19% What this means for performance marketers and retailers Over a third of the biggest online spenders and highest earners shop on their tablets between 9 pm and midnight. A strong mobile presence as part of an integrated digital campaign means that these valuable, time- poor customers are not lost as a result of set opening hours or less accessible locations. 64%of high earners say they shop online because they can shop whenever they wish 45%of high earners find it quicker and easier to shop online These time-poor, high value audiences turn to online shopping because it means they can shop whenever they wish or have time (64% of high earners and 66% of big spenders) and because it is quicker and easier (45% and 58% respectively). CLOSED
  • 5. Tradedoubler Mobile shopping 2014: the rise of the omniconsumer 5 Beyond the single screen – why use one device when you can use three? Roughly two-thirds of all Europeans now own at least two devices that can connect to the internet. But it is how they use these mobile devices to research and buy that is of real interest to marketers. The Tradedoubler research found that, while watching television, over half of smartphone owners use their device for activity related to the programme they are viewing (57%), or to buy something they have seen advertised (59%); rising to 69% and 71% of tablet owners. These high levels of engagement are consistent across all the European countries included in the survey. What this means for performance marketers and retailers The convergence of TV and mobile has turned television from a passive into an active experience. Consumers research, buy, comment on and share information. Retailers and advertisers have a unique opportunity to engage with consumers in their own homes, and in their own time, with deals and offers that generate an immediate impact. The portability of mobile devices and the growth of social media have created a culture where TV viewers are encouraged to comment on or share relevant information via their mobile devices while watching a programme, making the whole experience more interactive. These two trends offer significant opportunities for multichannel retailers, since they allow consumers to respond immediately to advertising offers and to share or comment on those offers through social channels. And to do all that while the programme is still being aired. It enables them to extend their showroom directly into people’s homes and leisure time, without being invasive or disruptive. TV advertising that makes use of performance marketing models such as deals and offers can embrace these opportunities with real-time impact and returns. 69%of tablet owners use their device for activity related to the programme they are viewing 59%of smartphone owners use their device to buy something they have seen advertised Find out more information Buy something 69% 57% 71% 59%
  • 6. 6  Mobile shopping 2014: the rise of the omniconsumer Tradedoubler Turning consumers into customers, wherever they are Mobile devices support the entire purchase journey – from inspiration through research and price comparison to purchase. But which device is best for each stage? The Tradedoubler research shows that the true power of the smartphone lies in its ability to inform, influence and advise, rather than as a pure buying channel. Just under half (46%) of connected consumers say they are likely to use a smartphone to look for product inspiration. This behaviour is on the rise, as over a third (37%) say they use their smartphone more than they did a year ago to help them decide what to buy. This influencer role is strengthened by the portability and size of smartphones. They are ideal for browsing on the go, offering considerable opportunities for performance marketers with a strong mobile presence. The research shows that smartphones are used for browsing while commuting (45% of respondents), when at work (49%), in a café or bar (52%), or while out shopping (44%). What this means for performance marketers and retailers Not all devices are used the same way. Smartphones are best for engaging with consumers on the go and influencing their purchasing decision with information and offers that will draw them towards your brand – particularly when they are standing in your shop. Tablets are replacing the PC or laptop and have become a popular buying platform in the home. More than half of tablet owners use their device to look for vouchers, cashback, loyalty, coupon or price comparison information, with 30% doing so several times a week. Retailers can reach these consumers wherever they might be with targeted emails, offers and deals; while a transactional app or mobile-optimised website allows them to complete the purchase there and then. Such services are of growing interest to connected consumers. Nearly half of respondents (47%) turn to their smartphone to compare prices, just to make sure they get the best deal, and around three in ten (29%) go on to buy. In short, when they are out and about, your customers are on mobile, so you probably want to be there too. Atwork Inacaféorbar Commuting 45% 49% 52% 44% Outshopping Smartphones are used anywhere, anytime
  • 7. Tradedoubler Mobile shopping 2014: the rise of the omniconsumer 7 In the home, the tablet takes over. A third of the consumers Tradedoubler spoke to say there is now no difference between buying things on their tablet compared to doing so on a PC or laptop. In fact, the tablet is winning out over PCs, with a third (32%) now buying something through their tablet at least once a week, compared to just a quarter (23%) doing so on a PC or laptop. One in five uses their tablet every day to consider a daily deal or group buying offer, and a third makes weekly use of vouchers and coupons that get sent to their tablets. The growing popularity of tablets over PCs may reflect the ease with which a tablet is carried around the house or held while watching television or in bed – an assumption strengthened by the finding that most online shopping is done in the evening. Enabling connected shoppers to shop more Mobile devices have traditionally been viewed as separate from other buying channels – and as a threat to physical stores. The latest thinking, backed by a growing body of evidence, is that mobile can strengthen and support the high street and should form part of a seamless, integrated omnichannel experience for consumers. Retailers need to recognise the way in which mobile can help them to engage customers. Not just when they are on the bus or in the office, but when they are standing in a store. The data speaks for itself. Just under a quarter (22%) of in store smartphone users decides to buy online instead, a fifth (20%) changes their mind about buying at all, and the same number leaves to buy what they are looking for elsewhere. Only 19% buy the product from the store they are in – a worrying statistic that can be reversed easily with effective performance marketing and customer engagement. What this means for performance marketers and retailers The interest of connected consumers can be captured in-store by replicating the digital experience. Harness the power of mobile and use it to drive in store sales by offering location-based deals, inspiration, information, reviews and product recommendations direct to customers’ smartphones while they are in the shop. More than half of the survey respondents say they have changed the way in which they have bought something as a result of using a smartphone in store A smartphone-using customer in your store is someone who is interested in buying from you, so a targeted online offer, voucher or coupon that can be redeemed in-store can help to convince them to buy. Further information, reviews and recommendations available on mobile can help to inform their thinking and build loyalty and trust. The technology to achieve this already exists, with in store wifi and location-based options such as check-in widely available. These have the additional benefit of enabling customers to share their location and experience in real-time via social media. Such intelligent use of mobile technology to fuse online shopping activity with the physical shopping experience is already being harnessed by a number of high street stores. Examples include the ‘click-and-collect’ scheme in the UK, where customers can order online and then collect from a store or local collection point. Other retailers offer an in store online ordering service for products that are out of stock, or equip employees with mobile devices such as tablets so they can do all this without customers having to wait at the check-out. changes their mind about buying at all buy the product from the store they are in Buy online instead 22% 20% 19% How people use their mobile when they are out shopping
  • 8. A new balance between performance marketing and retail Consumers’ enthusiasm for online research using multiple devices is creating new audiences for comparison, voucher codes, loyalty, cashback and daily deals sites. In the past, visits to such sites were taken to represent a later stage in the buying journey, one that consumers undertook when they had largely made up their mind about what they wanted to buy. The Tradedoubler research shows that the influence and contribution of performance marketing sites in fact begins much earlier in the cycle, sometimes at the very start, as connected consumers search online for ideas and inspiration. This influence appears to increase with the value of the purchase being planned. Around half (52%) of consumers looking for cosmetic products, for example, say performance marketing sites are influential, rising to 57% for fashion shoppers and 63% for both electronics and travel. Jane Turner Marketing Director E: Jane.Turner@tradedoubler.com W: tradedoubler.com Tradedoubler 24th Floor Portland House Bressenden Place London SW1E 5BH For retailers, this new perspective on mobile performance marketing offers a way of further extending their mobile engagement and influence. It allows them to make the most of limited digital marketing resources by reaching new or more specialist audiences, but it also enables them to start a conversation with consumers at the very start of their purchase journey. We live in an always-on, customer-centric economy. Where your customers are is where you need to be. Smartphones and tablets are now at the very heart of the European retail landscape and will play a key role in its growth over the coming years. Not just as a sales channel, but as a trusted voice that influences, explains, supports and enables as part of an integrated omnichannel experience. It’s going to be an incredible journey – and one that every retailer needs to be a part of. 1 Forrester Research Mobile and Tablet Forecast, 2013–2018 (EU7) 2 Total Retail, PwC and Deloitte, February 2014 3 eMarketer, May 2013 and GSMA Mobile Economy Europe 2013 4 Forrester Research, February 2013 5 Vivaldi Partners 2013 6 Total Retail, PwC and Deloitte, February, 2014 Smartphones and tablets are now at the very heart of the European retail landscape and will play a key role in its growth over the coming years