Industry updates on key mobile trends 6 29 12

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Industry updates on key mobile trends 6 29 12

  1. 1. Industry updates on key mobile trendsWEEK ENDING 6/29/2012 1
  2. 2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/29/2012Mobile Trends The rate of mobile strategies informed by analytics is predominantly low and not moving fast enough in response to consumers rapid uptake of mobile. Forrester just published their Mobile Marketing Metrics Best Practices report, and below are key takeaways: – Fragmentation across the strata of mobile campaigns impacts their effectiveness. – Even within the mobile space there is fragmentation across the full range of mobile touchpoints with NFC, SMS, display, and search often fulfilled by different systems. Digital agencies and specialist mobile providers possess some of the best experience, having acted as middlemen integrators across a wide number of mobile scenarios. – Use both subchannel and rich contextual data for consistent measurement. – Contextual data in mobile such as OS, handset, and location are critical data that persist across the marketing life cycle and offer new segmentation models. This data is especially important for the Discover phase of the customer life cycle, and marketers must understand and master the unique mobile deltas around context. – Figures depicting the subchannels in Mobile have been attached to the original email. 2
  3. 3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 6/29/2012Mobile Trends (cont.) Smartphones currently influence 5.1% of annual retail store sales, translating into $159 billion in forecasted sales for 2012, according to Deloitte. Key report findings include: (Full report) – Smartphone shoppers are 14% more likely than non-smartphone shoppers to convert in store. – Mobile’s influence, based on smartphone use will grow to represent 19% of total store sales by 2016, amounting to $689 billion in mobile-influenced sales. – The mobile influence factor is strongest among younger shoppers, suggesting that as this segment ages, a retailer’s core customers will increasingly be armed with smartphones. New data from The 2012 Q1 RichRelevance Shopping Insights Study reinforces the power of the tablet, especially for retailers: – The iPad drives 90% of all mobile revenue (and 4% of total retail revenue). – Conversion rates are strongest with the iPad (1.5% for iPad vs. 0.57% for other mobile devices). – The iPad has the highest AOV of any mobile device: $158 for iPad vs. $105 for other mobile devices vs. $104 for iPhone and other iOS devices in March 2012. – AOV for iPad shopping is even creeping ahead of the AOV from desktop computers ($158 for iPad vs. $153 from desktops). 3

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