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(mobileYouth) Download - eBay’s tablet revolution will be driven by youth
 

(mobileYouth) Download - eBay’s tablet revolution will be driven by youth

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eBay’s mobile commerce revolution is being led by young shoppers with smartphones and tablets. “Showrooming”, “hauling” and “unboxing” may be unfamiliar terms to the adult population but ...

eBay’s mobile commerce revolution is being led by young shoppers with smartphones and tablets. “Showrooming”, “hauling” and “unboxing” may be unfamiliar terms to the adult population but these youth driven trends are shaping the retail mass market of tomorrow.

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    (mobileYouth) Download - eBay’s tablet revolution will be driven by youth (mobileYouth) Download - eBay’s tablet revolution will be driven by youth Document Transcript

    • eBay’s tablet revolution will be drivenby youth“Led by mobile, a commerce revolution is under way. Technology is creating a newweb-enabled retail interface, a new seamless, multiscreen commerce experiencethat connects consumers anytime, anywhere. This will expand shopping beyondconventional store environments and e-commerce sites. How we shop is beingtransformed, and eBay Inc. intends to be a leader in this new commerce world.” -eBay President and CEO John Donahoe (source eBay investor statement)eBay’s mobile commerce revolution is being led by young shoppers withsmartphones and tablets. “Showrooming”, “hauling” and “unboxing” may beunfamiliar terms to the adult population but these youth driven trends are shapingthe retail mass market of tomorrow.How are tablets and mobile phones transforming shopping behavior?Shopping behavior is evolving. Whereas shopping was once confined to the retailstore, the growth of devices like smartphones and tablets is changing whatshoppers want from the experience.  Tablet owning shoppers want 3 things from the retail experience:Find the most relevant insights on tablets: http://www.mobileyouth.org
    • 1) Less pain pointsPain points are annoyances that obstruct the shopping experience, reduce trustand recommendation. Amazon and Apple have raised shopper expectations. Tabletowning shoppers now expect key pain points to be addressed e.g: deliverymethods, store locations and opening hours. The top two uses of tablets byshoppers were comparing prices (21%) and looking up store hours, locations anddirections (18%) (source siteworx).2) Passive shopping out of the store (i.e. “shopping in your underpants”)90% of people use tablets in their homes. When using tablets at home, peopleprefer to engage with retail and ecommerce sites the most (source Adobe). Withouta pre-determined agenda to buy, many use the tablet to browse stores online.While people can shop passively in the offline world, the modern tablet owner isoften too time poor to “window shop”. Tablets drive sales.People “window shop” at home to be in control - access information, comparisonsand away from the pressure of the retail store. Being in control leads to biggersales. 79% of 18-34 year olds made a purchase using tablets compared to 50%who purchased using a mobile device (source eMarketer). The average order valueon tablet was $123 per trip per customer compared to $80 on smartphones and$102 on desktop/laptop (source Adobe).3) To make shopping social againShopping used to be a social experience, shared with friends. Time for sharedshopping is increasingly scarce meaning people have to turn to other channels tomake it a social experience once again.Limitations of the smartphone mean people are more likely to access tablets forcontent produced by friends and peers - e.g. reviews and video. 33% people saidthat online reviews on tablets were key to their purchase decisions (sourcesiteworx). “Hauling” and “unboxing” of goods popular with young shoppers onYouTube are key to the discovery process.Shopping: from retail event to social processFind the most relevant insights on tablets: http://www.mobileyouth.org
    • Many retailers are still not clear how the tablet fits into their strategy, viewing it as away to monetize the store or expand the marketing reach. Retailers are still focusedon the retail store not the customer behavior. 60% of retailers they were not clearabout business objectives for mobile devices. Only 30% invested in the tabletexperience and 13% in creating a tablet specific app (source Shop.org). Whatretailers need to do is focus on enhancing the shopping not the retail experience.Shopping is moving from being a single event measured by footfall to a process inwhich tablets play a major supporting role. Retailers fear mobile devices andshowrooming behavior but if viewed in the context of the social process, they cancreate a better experience for the customer. 31% of shoppers researched on tabletsbefore purchasing from a physical store (source Adobe).The shopping event begins long before purchase, involves many consultations withpeers whether actively or passively and continues long after the retail touchpointwith reviews, recommendation and earned media.Find more articles like this by signing up to our newsletter onhttp://www.mobileYouth.orgFind the most relevant insights on tablets: http://www.mobileyouth.org