SKOPOS Market Insight IRX2012

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SKOPOS Market Insight IRX2012

  1. 1. Fast food m-commerce 1 What do consumers actually want from mobile retail? An in-depth look at what research among consumers reveals about their habits, how they view mobile and what it can give them Scott Dodgson Director - Research, Insight, Consulting SKOPOS market insight - Europe (London) SKOPOS MTrack TM UK Active Digital Society
  2. 2. Retail & Shopper 2 SKOPOS In a nutshell … Digital & Mobile Insight & Illumination Full service Bespoke/custom/ad hoc Tracking & Syndication UK & International Customer Insight & UX It’s all about the best experience…
  3. 3. Fast food m-commerce 3 What do consumers actually want from mobile retail? An in-depth look at what research among consumers reveals about their habits, how they view mobile and what it can give them Scott Dodgson Director - Research, Insight, Consulting SKOPOS market insight - Europe (London) SKOPOS MTrack TM UK Active Digital Society
  4. 4. 4 So, what do consumers actually want from mobile retail? Ultimately, it is about delivering a 1st class customer experience (a fast, efficient & effective service that is available on the go) In this respect, mobile is no different to any other servicing & acquisition channel
  5. 5. Prologue, Taster, Trailer…
  6. 6. 6 Prologue: Me, myself and iPhone…
  7. 7. Average number of apps on mobile SKOPOS MTrack TM SKOPOS MTrack - Base: 378 respondents (web enabled phone users) - wave 4 data Q17. Approximately how many apps do you have on your mobile? M-shoppers more apptive… 20 Web enabled phone users Average number of apps on mobile 24 Mobile shoppers 7
  8. 8. 8 TV news & information 32% Social networks 43% 2 Music 39% 4 5 News (latest today) 40% 3 Weather 52% 1 Shopping 31% 6 SKOPOS MTrack TM The mobile content countdown… SKOPOS MTrack - Base: 521 (mobile users) - wave 4 data (Jan 12) Q20. What types of information and content do you like to read or access via your mobile?
  9. 9. 9 Do/Accept Potential Currently do, and are likely to do in the future Are likely to do in the future, but don’t currently do SKOPOS MTrack - Base: 521 (mobile users) - wave 4 data (Jan 12) Q16. Thinking about your mobile phone(s) and/or mobile device(s) which of the following… M-Shopping lagging behind comm’s & content SKOPOS MTrack TM Download new apps 49% 23% Read newspapers / magazines / articles 40% 21% Send / receive emails on your mobile 59% 19% Use an instant messaging service 39% 26% Use social networks 50% 14% Order products and Services 29% 29% Order groceries/food/drink 15% 29% Book movie tickets 14% 36% Book travel / a holiday 14% 29% Some up-claim due to voice unavoidable
  10. 10. 10 The Rise of M-Commerce
  11. 11. 11 US ‘explosion’ in m-commerce Tablets: In the US, visits to retail sites via the iPad outnumber other mobile devices, even the iPhone The iPad is a leading commerce platform NOW US study - Jan 2011 10,000 visitors to the biggest e-retail websites • 56% compare price information • 46% compare different products • 35% look up product specifications • 27% access product reviews Mobile shopping behaviour:
  12. 12. 29% have paid/ordered using their mobile 5% via their tablet 12 Have bought online 99% More gradual UK m-commerce growth SKOPOS MTrack TM SKOPOS MTrack - Base: 521 (UK Active Digital Society) - wave 4 data (Jan 12) Q11. / Q16. / Q27. / Q32. Have you ever paid/ordered...? (Some up-claim due to voice)
  13. 13. 13 Mobile now forms a major component of the purchase path • 45% compare price information • 29% purchase products & services Mobile shopping behaviour: 1 in 7 order groceries / food & drink via their mobile SKOPOS MTrack TM SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Jan 12) Q16. Which, if any, of the following do you currently do via your mobile...?
  14. 14. 14 Why the shift in user behaviour? 1. Mobile addiction 2. Smartphone & true mobile web 3. Easy, instant, on the go access 4. Useful apps & functions This is ingraining new sets of daily behaviours & tasks Availability: Usability:
  15. 15. The m-Commerce Landscape: A Focus on the Food & Drink Sector…
  16. 16. 16 Mobile has a role to play across several stages of the purchase path (for in-store & in-restaurant purchases)
  17. 17. 17 The smarter way to order your meal
  18. 18. 18 The industry is already catching on...
  19. 19. 19 The in-store experience is being turned upside down In-store apps Comparison shopping Mobile point-of-sale
  20. 20. 20 In-store apps: barcode scanning / comparison shopping
  21. 21. 21 Mobile payments have arrived Using the mobile platform to make payments is already a reality
  22. 22. 22 iphone 4S not NFC enabled, but iphone 5 is rumoured to be
  23. 23. 23 But, mobile payments have still to become mainstream Usage barriers/limitations: • Security (unfamiliar) code • Acceptance in more stores
  24. 24. 24 Augmented Reality Bar Code Scanning (to source products and best prices etc) Personally used via mobile Aware but not used Quick Response (QR) Codes 2% 16% 12% 36% 21% 60% SKOPOS MTrack TM Usage & awareness of advanced mobile functions low & limited, but… SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Jan 12) Q22. Which of the following have you (a) heard of but NOT used, (b) personally used via your mobile (c) not heard of? Deals & discount vouchers sent to your mobile (based on location) 19% 37% Mobile Contactless Payment 4% 67% 51% Likely to use or accept a mobile to pay with instead of using a credit/debit card
  25. 25. 25 Mobile can also play a major role in deal commerce strategies... Mobile brings RELEVANCE to deal commerce Relevance in time & place Relevance in interests Relevance in value • The deal needs to be relevant for me right now right here - whilst I’m in shopper/purchase mode • Combing location, time of day & spending pattern data = greater chance of getting a deal right • Proportion of the deal (saving) must be high enough to drive mobile payment usage Mobile’s contribution to deal commerce - June 2011
  26. 26. M-Shopping 2012 Lots of Blue Ocean…
  27. 27. 27 46% 44% 29% 24% 18% 13% Dominos 13% McDonald’s 11% Sainsbury 10% Marks & Spencer 10% Starbucks 9% ASOS 9% Ocado 9% Subway 8% John Lewis 7% Debenhams 7% KFC 7% Morrison 6% WH Smith 5% Waterstones SKOPOS MTrack TM Digital retailer brands best for mobile channel association, but… SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data Q21c. Which, if any, of the following RETAIL / FOOD & DRINK companies do you most associate with the mobile and mobile devices/channels? No Retail / Food & Drink Brands 30%
  28. 28. 28 Male 48%, Female 51% Gender 16-25: 14%, 26-40: 34%, 41-60: 45%, 61+7% Under £10k: 10%, £10-£20K: 22%, £21- £40k: 31%, £41-£60k:17%, £61-£80k: 7%, £81-£100k: 1%, Over £100K: 2%, Prefer not to say: 11% Full time 35%, Part time 18%, unemployed 29%, Retired 18% Age Household Income Employment Status UK Active Digital Society SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 data M-Shoppers more likely to be younger (but equal on gender) SKOPOS MTrack TM 16-25 19% 26-40 47% = Mobile Shoppers
  29. 29. Advantages of Shopping/Purchasing on Mobile Phones/Devices... 29 “Can do it whilst out and about.” “Can do wherever...compare prices while in-store.” “Its quick and I can do it in my own time.” “No need to carry cash or (debit/credit) cards.” I can do it in my own time 52% On the go 65% Convenient 62% No need for cash 34% It’s easy to do 46% Quick 45% SKOPOS MTrack TM SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 data Q18. What do you consider to be the advantages of using your mobile/mobile device for activities such as shopping & paying?
  30. 30. 30 The key features for a shopping app... June 2011
  31. 31. 31 But it’s Currently a Fuzzy Mobile User Experience for Shoppers...
  32. 32. 32 Mobile: currently the worst channel for customer experience Purchase channel quality of the customer experience • As m-commerce grows, so does the importance of the user experience • Only 9% stated that the m-shopping customer experience was good • 83% of m-shoppers encountered some kind of problem • Retailers need to make mobile checkout as easy as possible Reducing Customer Struggle Report - June 2011
  33. 33. 33 Lack/loss connectivity 46% Small screen 63% “It’s not always easy to navigate around sites if not set-up for mobile use.” “It makes everything very impersonal..no need for shops/shopworkers.” “You can’t really see what you’re buying and what size it is.” Time, it takes longer 28% Security 44% Difficult to navigate sites/apps 33% SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 data Q19. What do you consider to be the disadvantages of using your mobile/mobile device for activities such as shopping & paying? Disadvantages of Shopping/Purchasing on Mobile Phones/Devices... SKOPOS MTrack TM Simply Security (perceptions) & Usability
  34. 34. 34 Tablet 10% Desktop Computer 63% Connected TV 3% Games device 2% Laptop 60% SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data Q45. Thinking about online payments/shopping, which of the following devices do you believe to be the most secure? SKOPOS MTrack TM Mobile devices seen as less secure… 11% Mobile / Smartphone
  35. 35. Mobile Shopping Customer 35 Last mobile shopping experience “Easy to browse and find what I wanted and the delivery was quick, a stress free experience.” Toys R Us (toys) “Quick and easy. Products were delivered exactly when they said they would be.” Amazon (CDs) “I went on to the train line app which I previously downloaded and followed the instructions to buy my ticket. It was very useful and quick, with no hassle and great layout.” Trainline (train tickets) “I prefer to use the PC to buy things, because it takes too long to navigate the mobile phone.” HMV (game) “The small screen made it more awkward than doing it on the laptop. Not something I’d do too often.” Debenhams (clothes) “I wasn’t sure if everything had gone through smoothly as no one to speak to, and I had lost my connection part way in.” eBay (toys) SKOPOS MTrack TM SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 data Q19c / Q19d. How would you rate the overall mobile experience for the last product/service you bought? Please describe it. The m-shopping customer experience still has considerable scope for optimisation 52% Not good 48% Good
  36. 36. 36 And App Visibility/Access can be a problem… iPhone apps’ - searching
  37. 37. 37 Even QR Codes often disappoint… Obtained QR codes from... Magazines: 41%Newspaper: 26% Other: 43% TV: 11% Experience using QR Codes 24% Poor Good 28%48% Reasons for not using QR or 2D Bar-Codes… • Phone has no capability 39% • Don’t know how to 30% • No interest 15% • Have not seen any before 8% SKOPOS MTrack TM SKOPOS MTrack - Base: 46 respondents (All that had used a QR code) - wave 3 data / 259 respondents (non QR code users) Q21e. How would you rate your experience of using QR/2D barcodes on your mobile? Q21c. Why have you not used a QR/2D barcode on your mobile?
  38. 38. 38 What Mobile Shoppers Want - Our Main Mobile Messages…
  39. 39. 39 SKOPOS guidance for an optimised mobile customer experience SKOPOS MTrack TM “Being able to point device at an advert which then turned into a real time movie app.” “Make an app that you could type your shopping list & they could tell you if the products were in stock instead of browsing for what you want.” Improve awareness Access/Visibility/Education Mobile has momentum and cannot be ignored as part of a multi-channel customer journey “Make payment secure, and convince me that it is.” “Send barcodes so that cash doesn’t need to be used or have an app for their stores that can be scanned and money automatically deducted.” Improve security, reassurance, confidence “I want quicker loading times and fewer links.” “Was very slow.” “Took too long to fill out the online form. To small on my mobile.” Improve usability
  40. 40. Epilogue
  41. 41. 41 SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society) Q. O/S and Device code auto-captured. SKOPOS MTrack TM 7% completed this survey via a mobile device Mobile (5%)/Tablet (2%) PC/Mac
  42. 42. 42

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