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Industry updates on key mobile trends 1 25 13Document Transcript
Industry updates on key mobile trendsWEEK ENDING 1/25/2013 1
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 1/25/2013Mobile Trends Forrester recently released a report called, “The Future of Mobile Application Development,” which looks at how marketers need to be eyeing the omnichannel approach more than a mobile-only or multichannel experience. The report gives a glimpse at what technologies and analytics developers can expect in the future for mobile app development. Here are some of the report’s findings: – Mobile Context – mobile services must be contextual, simple and immediate. This includes looking at the situational, attitudinal and preferential habits of mobile users. – Omnichannel Strategy – marketers need to think of mobile applications as part of a bigger omnichannel strategy. The report points to the growing number of mobile devices as a reason for marketers to take their mobile developments in-house for lower-cost and quicker solutions. – Mobile will evolve – Mobile apps will deliver a two-way experience, use the context data available from the phone or tablet and offer better convenience than a mobile optimized site. US consumers will spend $37.44 billion in 2013 on retail purchases made via smartphones and tablets, up from $23.72 billion last year, according to a new eMarketer report, “Retail Mobile Commerce Forecast: Shoppers Turn to Smartphones First.” Additional report highlights include: – eMarketer’s mobile shopper forecast reflects a cultural shift toward a mobile-centric lifestyle in the US, one in which all things digital are increasingly accessed through mobile devices. – eMarketer forecasts the number of mobile shoppers in the US will increase by 24% in 2013 to 118 million consumers and represent 62% of digital shoppers. – 72 million people in the US will make a purchase through a mobile device in 2013, a figure that will increase nearly 65% in 2016 2
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 1/25/2013Mobile Trends (cont.) When Apple introduced its Passbook digital-wallet app with the launch of i0S 6 in September, big-name brands and retailers flocked to integrate their own mobile sites and apps with the new feature. Online Media Daily reports that a number of different brands and retailers are pleased with Passbook’s results. A couple of retailers’ results include: – Coupons.com – While Coupons.com would not disclose the number of Passbook users, it notes that 70% who viewed Passes added them to Passbook for in-store redemption. – Starbucks – Starbucks says about 20% of its 7 million active mobile payment users globally are now using Passbook. The spend on local mobile advertising will surpass what is being spent on national mobile ads for the first time next year, driven in large part by shift in focus from national advertisers, according to BIA/Kelsey. In their latest report, “From National to Local: Mobile Advertising Zeros In,” BIA/Kelsey forecasts that spend on local mobile ads will reach $3.1 billion next year compared with $2.9 billion for national mobile advertising. Additional report highlights include: – Spend on local mobile ads will total $4.5 billion in 2015 compared with $3.6 billion for national mobile ads. – By 2016, the local component of mobile advertising will total $5.8 billion, or 58% of the total, compared with $4.1 billion for national ads. 3
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 1/25/2013Mobile Trends (cont.) According to a new study from Adobe Systems, 55% of tablet owners reported they are using the device for buying products versus only 28% of smartphone users. Regarding functions they used their devices for when shopping for products/services, tablet users were more highly active across categories, including: – Browsing (68% for tablet users versus 50% for smartphone users) – Comparing prices (64% versus 47%) – Comparing products (52% compared to 38%) – Reading product reviews (51% versus 37%) – Researching or reviewing products (50% versus 36%) 4