Adobe Scene7 Mobile Commerce Survey:Mobile Shopper Insights for 2011February 2011
ContentsExecutive Summary                                              3Key Findings                                      ...
Executive SummaryAs consumers use multiple channels to research, browse and shop, mobile is poised to become an importante...
User Experience•	 Respondents	appear	satisfied	with	their	mobile	shopping	experience	overall,	with	more	than	80%	rating	th...
As consumers treat their smartphones like minicomputers, marketers need to deliver rich and relevantexperiences to engage ...
gesturing. Instead, a simple tap on a button should produce an optimized, full-screen view or close-up detailsof the produ...
Any references to mobile purchases made in the last 12 months should be interpreted as mobile purchasesmade in the last 12...
•	 Those	who	indicated	they	have	purchased	in	the	last	six	months	(739	respondents)	were	then	asked	what	   products	they	...
IPhone users, men and 30-49 year olds make purchases in more categories compared to their peers.•	 Compared	to	other	devic...
•	 A	higher	percentage	of	men	have	purchased	from	their	mobile	devices	than	women:	43%	of	women	say	they	   have not purch...
•	 18-29	year-olds	and	30-49	year	olds	buy	goods	across	all	categories	in	near	equal	numbers,	though	30-49	   year	olds	ha...
A majority of respondents report spending more than an hour a week shopping from their devices, with 30-49year olds, men a...
A majority of respondents report spending more than $249 on average on goods purchased, with greater propor-tions of iPhon...
Please note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically sig...
A slim majority of respondents report making more than five purchases in the last 12 months; they aremore likely to be iPh...
Frequency of Mobile Purchases in Last 12 Months, by Gender         57%                                                    ...
Distribution of Satisfaction Ratings, Mobile Shopping                          on Web vs App, Ranked from 1 to 7 (7 = Very...
User Ratings for Shopping Experiences on Mobile Applications                           Speed & performance                ...
•	 Across	the	12	shopping-related	activities	measured,	a	majority	of	users	prefer	the	browser	experience,	   particularly	...
A majority of respondents rate easy checkout and product & pricing information as the most important shoppingfeatures.•	 U...
360-degree spin is cited by the most respondents as the feature most likely to influence their purchase.•	Shoppers	want	so...
Women value more mobile shopping features than men.•	 More	mobile	shopping	features	were	rated	important	by	female	respond...
•	 With	regards	to	visual	and	merchandising	tactics,	women	also	tend	to	place	a	premium	on	more	features,	   including	col...
Social sharing and sorting/filtering options to narrow search results were ranked by younger shoppers asimportant shopping...
Visualization Features that Increase Likelihood of Purchase on                                   Retailers Mobile Website,...
Appendix 1 – Survey Participant Profile*                      % of Total         Gender distribution by age               ...
Appendix 2 –Mobile Shopping Behavior by User SegmentsThe amount of time users spend on mobile shopping varies by gender, a...
Average Weekly Time Spent                   on Mobile Shopping Websites, By Gender                                        ...
Average Weekly Time Spent                        on Mobile Shopping Websites, By Device                            4%     ...
Mobile Shopper Insights for 2011
Mobile Shopper Insights for 2011
Mobile Shopper Insights for 2011
Mobile Shopper Insights for 2011
Mobile Shopper Insights for 2011
Upcoming SlideShare
Loading in...5
×

Mobile Shopper Insights for 2011

1,398

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,398
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
68
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Mobile Shopper Insights for 2011"

  1. 1. Adobe Scene7 Mobile Commerce Survey:Mobile Shopper Insights for 2011February 2011
  2. 2. ContentsExecutive Summary 3Key Findings 3Mobile Commerce Adoption 3User Experience 4Shopping & Browsing Preferences 4Conclusions and Recommendations 4Methodology & Participants 6Results & Analysis 7Appendix 1 – Survey Participant Profile 26Appendix 2 –Mobile Shopping Behavior by User Segments 27Appendix 3 – Mobile Shopping Satisfaction by User Segments 31Appendix 4 – Browser vs App Preferences by User Segments 32Other Adobe Mobile Research 33For more information 34About Adobe Online Marketing Suite 34About Adobe Scene7 34About Adobe Systems Incorporated 34 Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011
  3. 3. Executive SummaryAs consumers use multiple channels to research, browse and shop, mobile is poised to become an importantentry point in the cross-channel shopping experience.In stores, shoppers are reaching for their mobile devices to research products and prices at the point ofdecision. Curious consumers are scanning QR codes on outdoor advertising and in magazine pages to get moreinformation about a brand or product. As the impulse strikes them, many shoppers are simply moved topurchase directly from their devices. In fact, recent research finds that U.S. mobile Internet users expect toengage in shopping-related activities in some categories at rates that exceed current rates on desktops.1However you look at it, mobile is transforming the way consumers shop and interact with brands, and retailersthat are not investing in this channel may risk getting left behind. This year, U.S. mobile commerce revenuesare expected to hit $5.3 billion, up 83% from a year ago, according to Barclays Capital, while a Luth Researchstudy found that 51% of consumers are more likely to purchase from retailers that have mobile-optimizedwebsites. And over the 2010 holiday shopping season, mobile Google searches for stores, products and priceswere up more than 200% from the previous year, according to the company, and the mobile bar code scanningapp ShopSavvy was downloaded 2.2 million times in November. 2It is clear that consumers enter the shopping experience well-armed today with their smart, connected devices.The good news for merchants is that mobile offers many touch points through which they can engage theircustomers, with research suggesting that mobile optimized websites can raise engagement by as much as85%. 3 The key is to build a user experience at each touch point that is relevant and engaging so as to inspiredeeper interaction.This report, the second installment based on key findings from our survey of 1,200 consumers, examinesspecific mobile shopping preferences that have implications for how retailers design the mobile userexperience. This quantitative study measures the user characteristics, behavior, preferences, satisfaction levelsand other experiential factors related to the shopping and purchasing of tangible goods from mobile devices.For user experience comparisons between shopping and other key consumer sectors, please see this report’sforerunner, Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel and Shopping.The survey participants reflect a wide range of age groups and mobile device ownership; their responses wereanalyzed for gender, age and device differences.Key FindingsMobile Commerce Adoption• A majority of the respondents (62%) say they have purchased physical goods from their devices in the last six months.4• The greatest number of respondents (45%) spent $249 or less over the last 12 months; by comparison, the average annual online spend per shopper in 2010 is estimated at $1,139. 5• Of those who have purchased from their mobile devices, a majority report spending more than an hour a week mobile shopping, on both mobile shopping websites and downloadable apps.• Compared to their peers, iPhone users, men and 30-49 year olds purchase more frequently, buy goods in more categories and generally spend more time shopping than their peers.• When it comes to dollars spent, proportionally more iPhone users (66%) report spending $250 or more on mobile purchases in the last 12 months compared to their peers, followed by Blackberry users (58%). • The most purchased consumer goods category is shrink-wrapped entertainment, including Movies, Music and Games, purchased by 43% of the respondents, followed by Clothing, Shoes and Jewelry, purchased by 30% of the respondents. Closely behind are Electronics and Books, Magazines and Newspapers, purchased by 28% and 26% of the respondents, respectively.1 The Nielsen Company and Yahoo!, The Mobile Shopping Framework Study: The Role of Mobile Devices in the Shopping Process, Jan. 20112 eMarketer, Mobile Ecommerce Investments to Pay Off in 2011, Jan. 20113 Luth Research, Supply & Demand of the Mobile Web for Retail, Nov. 20104 The respondents’ mobile commerce adoption rate is significantly higher than current estimates for the broad population, thanks to their duly highbrowser-enabled smartphone adoption compared to the general population.5 eMarketer, U.S. Retail E-Commerce Forecast: Room to Grow, March 2010 Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 3
  4. 4. User Experience• Respondents appear satisfied with their mobile shopping experience overall, with more than 80% rating their experience above average.• Downloadable mobile apps are not drawing higher satisfaction scores than mobile browsers, despite the former’s reputation for superior user experiences.• For a wide range of mobile shopping activities such as researching products and comparing prices, the majority of respondents favor using browsers to downloadable mobile apps. Two-thirds of the respondents say they prefer browsers to apps for accessing product and other shopping content.Shopping & Browsing Preferences• Features rated most important by a majority of mobile shoppers are easy checkout (57%) and product and pricing information (53%). Visual information, such as full-screen product view, ranks as the next most important feature (42%), followed closely by simple keyword search (40%). • When it comes to visual tools, the greatest number of respondents (54%) identified 360-degree spin as the visual feature that would influence their likelihood of purchase on a mobile website. The next two top-ranked visual features are side-by-side product comparisons (49%) and interactive zoom/pan (44%). Interestingly, respondents ranked these features ahead of simple keyword search and customer ratings & reviews.• Full-screen image zoom with “next/previous” touchscreen buttons to navigate left/right was tied with full-screen horizontal scrolling with dragging or flicking images left/right as the most preferred ways to browse multiple products. Both of these viewing experiences were selected by nearly half of the respondents.• Females appear to have higher expectations for mobile shopping features. For example, easy checkout was rated important by 61% of females compared to 51% of males; 44% of females rated search important compared to 36% of males.• Video is one area that was rated by more men than women (38% versus 28%) as an influence on their likelihood of purchase. Women also place a greater premium on visual features including color-swatching, mix-and-match and alternative images (such as on-model, lifestyle images) than men.• More females than males (42% versus 35%) deem online promotions and coupons important to their mobile shopping experience.• 18-29 year-olds prefer the following features more than other age segments: visual information, social sharing and sorting/filtering options to narrow search results.Conclusions and RecommendationsFor retailers, mobile can be a highly personal and influential customer touch point. Its unparalleled immediacymeans that consumers can turn to their devices to realize a need or desire as the impulse strikes them, whetherit’s hitting up the nearest store upon receiving a coupon, or looking up user reviews to validate a decision topurchase. It’s therefore important to think of mobile not strictly as a purchase channel, but as a touch point forengaging shoppers, driving them to action and serving them when they are ready to buy.User expectations and preferences vary by region and country, so please note that our survey findings arebased on U.S. consumer responses. With that in mind and based on our findings, we offer these considerationsand recommendations for planning and executing your mobile shopping presence:Mobile shopping and commerce is a reality: Invest in mobile and be ready for your shoppersThanks to their ability to deliver desktop-like experiences that are rich in content and functionality, browser-enabled smartphones are spurring major shifts in shopping behavior. As mobile and desktop experiences converge, it is not a big leap for consumers to purchase goods through rich websites and apps accessed fromtheir mobile devices.Our study validates the growing adoption of mobile commerce: That easy checkout was singled out as the most important mobile shopping feature suggests that consumers expect to be purchasing products on the go.Moreover, they are not averse to purchasing products in high-touch categories like clothing, shoes, electronicsand toys. As mobile becomes an important purchase channel, online retailers—including those sellinghigh-ticket, discretionary goods—should consider integrating online commerce into their mobility roadmap.Where possible, businesses should utilize existing investments, tools, technologies and applicable know-how fromtheir desktop delivery approaches to develop mobile-optimized experiences. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 4
  5. 5. As consumers treat their smartphones like minicomputers, marketers need to deliver rich and relevantexperiences to engage them, applying best practices from their desktop delivery arsenal where it makes sense.With the greatest number of respondents naming 360-degree product spin as the visual feature most likely to influence purchase, it’s a sign that consumers are transferring their desktop expectations and preferences tomobile. Quite simply, users want ample visual information regardless of the medium, and just as is true for the desktop, bigger is also better in mobile. For instance, the common denominator between the two mostpreferred experiences for browsing multiple products is full-screen views.Regardless of whether the product images appear in an app or mobile website, mobile-optimized, full-screendisplays and zoom are de rigeur. These tactics play well into the trend towards ever-larger form factors,including bigger displays.Interestingly, retailers appear to be tuned into what mobile shoppers want. We surveyed online retailers in July2010, and questioned them about their planned and deployed tactics. A majority said they expect shoppers to use full-screen viewing to browse their merchandise, in line with what our consumer respondents indicated asa key browsing feature. The no. 1 visualization feature our merchant respondents wanted to deploy was360-degree spin; similarly, this was the feature cited by the most shoppers as being influential to their purchase decision.Mobile is fragmented: To maximize reach, invest in a mobile-optimized web experience.The proliferation of mobile devices and operating systems has made for a highly fragmented industry,challenging retailers who seek scale and reach using rich delivery channels. The mobile web can mitigate someof these challenges, especially as growing numbers of users adopt browser-enabled smartphones.For most retailers, mobile-optimized websites will make the most sense, not least because users tell us theyprefer browsers over downloadable apps for interacting with shopping-related content.We believe users like the convenience of simply typing their search queries and destinations right into thebrowser, compared to searching for applications, then downloading them from an app store. In many ways,consumers are simply transferring their desktop behavior to the mobile browsing and search environmentwhich, for browser-enabled devices, replicate the familiar desktop experience. In those environments, userswill instinctively access the browser, which is universally considered the de facto application for online search.Additionally, developing and maintaining apps for multiple platforms can be costly and most consumers havelimited appetite for the number of applications they are willing to download and maintain on their devices.On the technology front, as HTML5 and Flash continue to evolve, browser-based experiences will come to be richer in content and functionality, with the potential to emulate or approach the native app experience. Keyfeatures offered by branded retail apps such as store locator with map integration, in-stock product search bystore, order-tracking, customer reviews and more can all be executed on the mobile web today.That said, a hybrid approach that delivers both web and app experiences can nonetheless be ideal if resourceswere not a constraint. Retailers interested in delivering branded utilities and services to their base can providethose experiences through downloadable apps. Among retailers deploying both, Columbia Sportswear, forinstance, has a mobile-optimized site and a well-reviewed app that instructs adventurers how to tie 70different knots to meet their outdoor needs.Finally, with mobile devices rapidly expanding beyond cell phones to include all wirelessly connected devicessuch as e-readers, tablets, and portable gaming handhelds, device fragmentation will increase. Each device,with its own specific features and capabilities, will require a distinct, nuanced approach. Rather than launchingfor several devices and platforms at once, choose one that best captures your demographic, then expand toother devices and platforms.Offer swift, streamlined, yet rich experiences.With mobile users having different needs than desktop users, the key is to make it easy for shoppers on the goto interact with your brand and products, while being mindful of load times and bandwidth issues. This meansminimal navigation and clean graphical interfaces free of clutter and optimized for touch-screen interactionswith larger buttons and text. So, calling up a zoom view, for example, shouldn’t involve a lot of pinching and Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 5
  6. 6. gesturing. Instead, a simple tap on a button should produce an optimized, full-screen view or close-up detailsof the product.One approach shared by many mass merchants is a focus on efficient search and browsing. Their mobile home page reflects a minimalist sensibility that invites deeper browsing and exploration. Only when shoppers drill down on categories or products do detailed information appear.An uncluttered shopping environment, however, should not preclude access to rich visual tools that emulatethe in-store touch-and-feel experience. Our findings show that the younger age group is more predisposed to wanting and using visualization tools and shopping features than their older peers. At a time when those under10 years old are owners and users of the iPod Touch, a whole generation of consumers are growing up on mobile and leapfrogging the PC experience in their early years. Thus, retailers have to deliver on mobile experiences that engage and build trust, whether it’s providing rich visuals such as high-quality productimagery with deep details or robust search and product comparison tools.The mobile channel continues to evolve. Monitor user satisfaction and expectations continuously to deliver on agreat mobile shopping experience.Mobile shopping is still in its early days and will continue to evolve with the technology and user expectations.While our findings show that mobile shopping behavior tends to vary by gender, age and device, many of thesedifferences should narrow as mobile usage becomes more pervasive. Today, men, 30-49 year olds and iPhone users appear to shop more than their peers, likely because they are the typical early adopters. These segmentsare more likely to engage in mobile shopping because their advanced browser-equipped touch-screen devicesmake for a compelling mobile shopping experience. But forecasters are predicting a continuing fast uptake insmartphone adoption, buttressed by projections by the Nielsen Co. that 1 in 2 Americans will own a smartphone by the end of 2011.6 Against this backdrop, we expect women, in particular, to catch up—and evenoutpace— men in their adoption of mobile shopping and commerce, mirroring their trajectory on the PC Internet, where they now account for proportionally more ecommerce dollars than men.Meanwhile, the user experience will also continue to improve as fierce competition in the mobile ecosystemamong device makers, service providers and other players will inevitably lead to greater innovations. Retailersshould stay abreast of the advances in this space while diligently monitoring mobile behavior, satisfaction andexpectations in order to continuously fine-tune their tactics and strategies.Today, consumer expectations generally lag the technology, which in turn represents an opportunity forretailers to trial and learn. Our study provides one proof point that mobile’s smaller form factors are not deterring consumers from interacting with shopping content, and in fact, they appear to be quite satisfied withtheir overall experience. This provides a solid footing from which retailers can further improve and deliver onricher and engaging mobile shopping experiences.Methodology & ParticipantsOn Adobe’s behalf, Keynote Services conducted the online survey distributed to 1,200 adults in the U.S. between August 25 and 30.Of the 1,200 U.S. consumers surveyed, 739 say they have purchased goods from their mobile devices in the last six months. Unless otherwise noted, most of the findings in this report are based on responses from thisrespondent pool.The 739 participants skew female and young, and over-index on browser-enabled smartphone adoption, reflecting the characteristics of the 1,200 original population pool.iPhones/iPads represent the most common device among those survey participants who have engaged in mobile commerce and is used by 44% of them. Android and Blackberry claim 19% and 22%, respectively, of the participants’ devices. While iPhones/iPads appear to be the device of choice, proportionally more men than women owned them.There are only 54 respondents in the age group between 50 to 64 years old, making for an insufficient sample size from which to draw statistically significant conclusions.6 The Nielsen Company, Smartphones to Overtake Feature Phones in U.S. by 2011, March 2010. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 6
  7. 7. Any references to mobile purchases made in the last 12 months should be interpreted as mobile purchasesmade in the last 12 months from August 2010 when the respondents were surveyed.For survey participant details, please see Appendix 1. Survey Participants Device Ownership iPhone/iPad 44% Blackberry RIM 22% Android 19% Other 7% Windows Mobile 3% Palm 3% Symbian (e.g., Nokia) 2%Results & AnalysisConsumers are using their mobile devices to shop and purchase. How pervasive is mobile commerce?What are they buying and spending? Who are mobile shoppers?A majority of the respondents have purchased from their mobile devices, with shrink-wrapped entertainmenttopping the list of most purchase categories.• Of the 1,200 consumers surveyed, 62% have purchased from their mobile devices and made purchases in 3.5 categories on average. These adoption rates are significantly higher than what we would see for the population as a whole, due to the pervasive adoption of browser-enabled smartphones among our panelists. Mobile Commerce Penetration, Products Purchased in Last 6 Months Movies, Music & Games (excluding iTunes & mobile games) 43% Clothing, Shoes & Jewelry 30% Electronics 28% Books, Magazines & Newspapers 26% Grocery, Health & Beauty 20% Computers & Office 20% Sports & Outdoors 16% Toys, Babies & Kids 16% Home, Garden & Pets 13% Tools, Auto & Industrial 13% I havent purchase any of these through my mobile device 38% within the last 6 months Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 7
  8. 8. • Those who indicated they have purchased in the last six months (739 respondents) were then asked what products they purchased in the last 12 months; an “Other” category was also added a choice they could select.• Of those who have purchased goods from their devices, shrink-wrapped entertainment, including Movies, Music and Games, was purchased by 65% in the last 12 months. The next two most purchased categories are Clothing, Shoes & Jewelry, purchased by 50% of the respondents, closely followed by Books, Magazines and Newspapers, purchased by 46%. Mobile Commerce Penetration, Products Purchased in Last 12 Months Movies, Music, & Games (excluding iTunes & mobile games) 65% Clothing, Shoes & Jewelry 50% Books, Magazines & Newspapers 46% Electronics 43% Grocery, Healthy & Beauty 27% Computers & Office 27% Sports & Outdoors 22% Home, Garden & Pets 20% Toys, Babies & Kids 19% Tools, Auto & Industrial 14% Other 2% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 8
  9. 9. IPhone users, men and 30-49 year olds make purchases in more categories compared to their peers.• Compared to other device users, more iPhone users have purchased from their devices; they also lead every purchase category measured. Consumer Products Purchased through Mobile Devices in Last 6 Months, by Device 39% 39% 60% Movies, Music Games (excluding iTunes mobile games) 32% 50% 32% 17% 27% 23% 36% Books, Magazines Newspapers 14% 25% 20% 7% 13% 15% 33% Computers Office 9% 13% 22% 5% 25% 29% 43% Clothing, Shoes Jewelry 21% 31% 27% 9% 18% 11% 25% Sports Outdoors 9% 6% 15% Android 4% 10% Blackberry RIM 11% iPhone/iPad 22% Home, Garden Pets 5% Palm 13% 7% Symbian (e.g., Nokia) 4% 15% Windows Mobile 17% Other 31% Grocery, Health Beauty 5% 19% 20% 6% 25% 24% 41% Electronics 21% 25% 22% 9% 9% 9% 23% Tools, Auto Industrial 7% 6% 7% 2% 9% 15% 25% Toys, Babies Kids 16% 6% 7% 5% 41% 44% I havent purchase any of these through my mobile device 22% 43% within the last 6 months 25% 49% 67% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 9
  10. 10. • A higher percentage of men have purchased from their mobile devices than women: 43% of women say they have not purchased from their devices in the last six months compared to 32% of men who say so. Men lead purchases in six of the ten product categories measured, except for these categories, purchased by equal numbers of men and women: 1) Grocery, Health & Beauty; 2) Toys, Babies & Kids; 3) Clothing, Shoes & Jewelry; and 4) Home, Garden & Pets. Consumer Products Purchased through Mobile Devices in Last 6 Months, by Gender Movies, Music & Games 50% 38% Electronics 40% 20% I havent purchase any of these through my mobile 32% device within the last 6 months 43% Books, Magazines & Newspapers 30% 23% Clothing, Shoes & Jewelry 29% 31% Computers & Office 28% 14% Males Female Sports & Outdoors 24% 11% Grocery, Health & Beauty 20% 20% Tools, Auto & Industrial 19% 8% Toys, Babies & Kids 15% 17% Home, Garden & Pets 14% 13% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 10
  11. 11. • 18-29 year-olds and 30-49 year olds buy goods across all categories in near equal numbers, though 30-49 year olds have a slightly greater tendency to purchase in these categories: 1) Home, Garden & Pets; 2) Sports & Outdoors; and 3) Toys, Babies & Kids. Consumer Products Purchased through Mobile Devices in Last 6 Months, by Age 47% Movies, Music & Games (excluding iTunes & mobile games) 24% 44% I havent purchase any of these through my 36% 37% mobile device within the last 6 months 56% 32% Clothing, Shoes & Jewelry 30% 22% 30% Electronics 29% 19% 27% Books, Magazines & Newspapers 28% 14% 21% 18-29 year-olds Grocery, Health & Beauty 22% 30-49 year-olds 8% 50-64 year-olds 19% Computers & Office 22% 11% 15% Sports & Outdoors 20% 9% 15% Toys, Babies & Kids 20% 6% 13% Tools, Auto & Industrial 14% 6% 12% Home, Garden & Pets 17% 6%Please note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically significant conclusions. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 11
  12. 12. A majority of respondents report spending more than an hour a week shopping from their devices, with 30-49year olds, men and iPhone users generally spending more time mobile shopping than their peers.• More than half of the respondents report spending at least an hour a week shopping on mobile websites or downloadable apps. To put this in context, Americans spend an average of 2.7 hours per day on the mobile Internet— which translates to 19 hours a week—according to a 2010 study by PR agency Ruder Finn. Average Weekly Time Spent on Mobile Shopping Websites < 1 hour 38% 1-2 hours 33% 3-5 hours 20% 6-10 hours 6% 10+ hours 3% Average Weekly Time Spent on Mobile Shopping Apps < 1 hour 46% 1-2 hours 30% 3-5 hours 15% 6-10 hours 6% 10+ hours 3%• 30-49 year olds consistently spend more time shopping than their peers, on both websites and downloadable apps.• Proportionally more iPhone users (62%) spend over an hour a week on shopping apps compared to their peers, with Palm users ranking second with 53% of them spending more than an hour a week on shopping apps. When it comes to those spending more than an hour a week on mobile shopping sites, iPhone and Palm users are about tied for first place.• Men spend more time on mobile shopping sites than women, while both groups spend more than an hour a week on mobile shopping apps in nearly equal numbers.For details on how the amount of time users spend on mobile shopping varies with age, gender and deviceownership, please see Appendix 2. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 12
  13. 13. A majority of respondents report spending more than $249 on average on goods purchased, with greater propor-tions of iPhone users, men and 30-49 year olds among them.• Fully 55% of the respondents report spending more than an average of $249 on goods purchased through their mobile devices in the last 12 months, with men, older adults and iPhone users likely to spend more than their peers. Average Spend on Consumer Goods Purchased via Mobile Devices in Past 12 Months 4% 7% $1 to $249 16% 45% $250 to $499 $500 to $749 $750 to $999 $1,000 and above 28%• More than 60% of male respondents report spending more than an average of $249 on consumer goods in the last 12 months, compared to 47% of females. Average Spend on Consumer Goods Purchased via Mobile Devices in Past 12 Months, by Gender 53% 24% Female Male 13% 35% 33% 18% 6% 4% 8% 5% $1-249 $250-499 $500-749 $750-999 $1000+ Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 13
  14. 14. Please note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically significant conclusions. Average Spend on Consumer Goods Purchased via Mobile Devices in Past 12 Months, by Age 56% 24% 18-29 yrs old 30-49 yrs old 34% 50-64 yrs old 13% 34% 17% 37% 5% 24% 26% 9% 2% 9% 6% 4% $1 to $249 $250 to $499 $500 to $749 $750 to $999 $1,000 and above• About 65% of iPhone owners and 30-49 year olds both report spending more than $249 on average in goods purchased through their devices in the last 12 months, the highest percentages in their respective segments. Average Spend on Consumer Goods Purchased via Mobile Devices in Past 12 Months, by Device 2% 4% 5% 5% 2% 8% 8% 4% 6% 14% 6% 10% 13% 17% 15% 28% 14% 25% 20% 20% 33% 24% $1,000 and above $750 to $999 31% $500 to $749 $250 to $499 $1 to $249 75% 64% 65% 60% 48% 42% 35% Android Blackberry iPhone/iPad Palm Symbian (e.g., Windows Other RIM Nokia) Mobile Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 14
  15. 15. A slim majority of respondents report making more than five purchases in the last 12 months; they aremore likely to be iPhone users, men and 30 to 49 year-olds.• 48% made between one to five purchases in the last 12 months; the rest made more than five purchases in that period.• Men purchase more frequently than women; similarly, iPhone users and 30 to 49 year-olds purchase more frequently than their peers. Frequency of Mobile Purchases in Last 12 Months 4% 8% 12% 1-5 times 48% 6-10 times 11-15 times 16-20 times 21+ times 27% Frequency of Mobile Purchases in Last 12 Months, by Age 55% 24% 40% 18-29 yrs old 30-49 yrs old 50-64 yrs old 29% 10% 50% 7% 32% 16% 10% 4% 9% 7% 5% 2% 1-5 times 6-10 times 11-15 times 16-20 times 21 and abovePlease note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically significant conclusions. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 15
  16. 16. Frequency of Mobile Purchases in Last 12 Months, by Gender 57% Female 21% Male 38% 11% 34% 8% 14% 4% 8% 5% 1-5 times 6-10 times 11-15 times 16-20 times 21+ times Frequency of Mobile Purchases in Last 12 Months, by Device 4% 2% 4% 5% 6% 8% 4% 7% 10% 10% 10% 8% 9% 33% 25% 11% 15% 19% 19% 24% 21 and above 27% 16-20 times 32% 11-15 times 6-10 times 67% 67% 69% 63% 60% 1-5 times 48% 36% Android Blackberry RIM iPhone/iPad Palm Symbian (e.g., Windows Other Nokia) MobileHow satisfied are consumers with the mobile shopping experience?Users appear satisfied with their mobile shopping experience, both on mobile websites and downloadableapps.• When asked to rate their browser and app experiences, an overwhelming majority scored them above 4 on a scale of 1 to 7, with 7 being “very satisfied.” Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 16
  17. 17. Distribution of Satisfaction Ratings, Mobile Shopping on Web vs App, Ranked from 1 to 7 (7 = Very Satis ed) Very Satis ed - 7 31% 29% 6 33% 34% 5 21% 24% Mobile shopping 4 7% with app 7% 2% Mobile shopping 3 with browser 3% 2 1% 1% Not Satis ed - 1 1% 1% Never used 5% 1%• Among device owners, satisfaction differences are more pronounced. Android and iPhone users appear most satisfied with their app experiences, likely due to the greater maturity of their app stores, which offer greater choices. Among iPhone, Android and Blackberry users, between 85 and 90% of them rate their mobile web shopping experience above average (i.e., above a score of four); when it comes to shopping apps, iPhone users are most satisfied, with more than 90% ranking their app experience above 4. For details, please see Appendix 3.Respondents appear satisfied across a broad range of experiences on mobile shopping sites and apps.• From load times to search, the majority of respondents rate their mobile shopping experiences positive; the percentage of users rating their experiences negative numbered in the low-single digits. User Ratings for Shopping Experiences on Mobile Websites Speed & performance 51% 46% 3% Text legibility 55% 42% 3% Quality and quantity of imagery 53% 45% 2% Ability to load mobile website on my phone 55% 43% 2% Transaction process (e.g., purchase, trade, sell) 54% 44% 3% Positive Neutral Login process 55% 43% 2% Negative Ability to enter and submit personal data 51% 46% 3% Navigational bu ons (e.g., Add to Cart, Next, 53% 45% 2% Submit, Tab, Links) Overall navigation 53% 45% 3% Search capability 55% 43% 2% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 17
  18. 18. User Ratings for Shopping Experiences on Mobile Applications Speed & performance 55% 41% 4% Text legibility 55% 42% 3% Quality and quantity of imagery 55% 41% 4% Ability to load mobile application on my phone 57% 40% 3% Transaction process (e.g., purchase, trade, sell) 57% 39% 4% Positive Neutral Login process 56% 41% 3% Negative Ability to enter and submit personal data 55% 42% 3% Navigational bu ons (e.g., Add to Cart, Next, 54% 43% 3% Submit, Tab, Links) Overall navigation 55% 42% 4% Search capability 54% 42% 4%What do shoppers want? Do they want to shop with apps or browsers? What shopping featuressway them to purchase?In general, users prefer the browser experience for shopping-related activities.• Respondents were asked to choose from three methods with which they prefer to shop on their mobile devices: A mobile app, a browser to access a regular website or a browser to access a mobile-optimized website. Preferences split three ways equally, with two-thirds preferring to use the browser to interact with shopping content, either through a mobile-optimized website or a PC-optimized site. Preferred Way to Shop from Mobile Device 66% 34% Mobile browser Mobile app• The greatest number of respondents (46%) say the browser is their primary means of accessing consumer product or shopping content for the first time. Primary Way of Accessing Consumer Product/Shopping Mobile Sites/Apps for First Time Type address into browser 46% Browse application (app) store 28% Link from email 15% Link from text messages (SMS, MMS) 10% Other 1% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 18
  19. 19. • Across the 12 shopping-related activities measured, a majority of users prefer the browser experience, particularly for open-ended, cross-domain activities like researching specific products and pricing information. This is why mobile shoppers make browsers their first stop—apps do not allow them to browse cross domain. Distribution of users preferring browser to app to perform speci c shopping activities 81% Researching specific product and price information 19% 71% Comparing product and price by different retailers 29%Viewing visual information, full-screen product imagery, alternative view, dynamic zoom, 360 spin, video, product tours, etc.degree spin, video, 65% 35% product tours, etc. 63% Purchasing a product using your mobile device 37% 69% Registering online for offers and promotions using your mobile device Mobile web 31% browser 62% Checking order status 38% 68% Reading customer rating & reviews 32% 61% Mobile Sharing product information with friends (e.g., post to Facebook page) application 39% (downloaded) 67% Receiving online promotions/specials/coupons 33% Checking in-store features (location, maps, inventory availability, 64% scannable coupons, in-store navigation, in-store pickup) 36% 68% Using keyword search for products 32% 68% Browsing for products using sorting/filtering options to narrow search 32%• While the browser prevailed as the preferred experience for shopping, when users are segmented by device and age, preferences for downloadable mobile apps are more pronounced. As a group, more iPhone and Android users prefer apps compared to their peers. We believe these users have a stronger app preference because the iPhone and Android platforms have a more mature apps market, offering many more apps compared to other platforms.• Additionally, 18-29 year-olds were more likely to access the app store than older adults, as would be expected.For details on browser versus app preferences segmented by age and device, please see Appendix 4. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 19
  20. 20. A majority of respondents rate easy checkout and product & pricing information as the most important shoppingfeatures.• Users were asked to choose any number of features they regard most important when purchasing a product on either a mobile website or application. Easy checkout was the top feature, chosen by 57% of the respon- dents, followed by product and pricing information, selected by 53% of the respondents. Visual information, including full-screen product imagery, alternative views, 360-degree spin, video, product tours, ranked the next highest, selected by 42%, closely followed by simple keyword product search (40%). Customer ratings and reviews (39%) and online promotions/coupons (39%) and order status (38%) were not far behind. Features Considered Most Important When Purchasing Products on Mobile Website or App Easy checkout process (e.g., saved registration info with sign-in, click to call) 57% Product and price information 53% Visual information, full-screen product imagery, alternative view, dynamic 42% zoom, 360-degree spin, video, product tours, etc. Simple keyword search for products 40% Customer ratings/reviews 39% Online promotions/specials/coupons 39% Order status 38% Purchase product using mobile site/app (add to cart) 35% In-store features (location, maps, inventory availability, scannable coupons, 34% in-store navigation, in-store pickup) Product comparison 31% Sorting/ ltering options to narrow search 26% Social sharing (e.g., post to Facebook page) 26% Gi /wish list registries 16% Other 1% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 20
  21. 21. 360-degree spin is cited by the most respondents as the feature most likely to influence their purchase.• Shoppers want sophisticated features like 360-degree spin and side-by-side product comparisons in their mobile shopping experience. A majority (54%) cite 360-degree spin as most influential, followed by product side-by-side comparison, selected by nearly half of the respondents. These features are closely followed byinteractive zoom/panning on images, selected by 44% of the respondents. Visualization Features at Increase Likelihood of Purchase on Mobile Websites 360-degree spin of a product 54% Product side-by-side comparisons 49% Interactive zoom/pan on images 44% Multimedia visual combining zoom, spin, videos or animations 39% Alternative images (on model, lifestyle, other details) 37% Color swatching/colorizing 34% Mix-and-match capability to coordinate out t, furniture, color, etc. 34% Videos 33% Catalogs & brochures 29% Custom product design 26% Shop by merchant recommended out t, room or collection 25% Other 2%Users want full-screen images when browsing multiple products.• The rule of thumb in online commerce is that bigger is better when it comes to product images—shoppers want as much visual information as merchants can provide.• 49% prefer full-screen image zoom with the ability to tap on the screen to navigate left and right to see the next or previous products.• 46% of the respondents prefer full-screen horizontal scrolling, dragging the images left and right with touchscreen gesturing. User Preferences for Browsing Multiple Products Full-screen image zoom: tapping next/previous to move right or le 49% Full-screen horizontal scrolling: dragging or icking through images, 46% le or right Single image vertical scrolling down the page: dragging scroll bar up 30% or down one image at a time Grid view: rows/columns of images, dragging scroll bar up or down 22% Light-table view: single full screen view, with scrolling image thumbnail tray below, drag le or right and tap to replace new image 22% in full view Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 21
  22. 22. Women value more mobile shopping features than men.• More mobile shopping features were rated important by female respondents than male respondents. For example, easy checkout was identified as important by 61% of females versus 51% of males; 44% of women identified search important versus 36% of men. More women than men consider coupons and promotions important (42 versus 35%); similarly for gift registries and wish lists (19% versus 13%). More men, however, deemed product comparisons more important. Features Considered Most Important When Purchasing Products on Mobile Website or App, by Gender 53% Product and price information 53% Easy checkout process (e.g., saved registration info with sign-in, 51% click to call) 61% 40% Customer rating/reviews 38% Visual information, full screen product imagery, alternative 39% view, dynamic zoon, 360 degree spin, video, product tours, etc. 43% 39% Order status 37% Product comparison 36% 27% In-store features (location, maps, inventory availability, 36% scannable coupons, in-store navigation, in-store pickup) 33% Male 36% Female Simple keyword search for products 44% 36% Purchase product using mobile site/app (add to cart) 34% Online promotions/specials/coupons 35% 42% 27% Sorting/ ltering options to narrow search 26% 26% Social sharing (e.g., post to Facebook page) 26% 13% Gi /wish list registries 19% 1% Other 1% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 22
  23. 23. • With regards to visual and merchandising tactics, women also tend to place a premium on more features, including color-swatching, mix-and-match, interactive zoom and alternative images (such as on-model, lifestyle images). • Video is one area where men prevailed over women: More men than women (38% versus 28%) say video would influence their likelihood of purchase. Visualization Features that Increase Likelihood of Purchase on Retailers Mobile Website, by Gender 54% 360-degree spin of a product 54% 50% Product side-by-side comparisons 49% Interactive zoom/pan on images 41% 46% Videos 38% 28% Multi-media visual combining zoom, spin, videos or 38% animations 39% Alternative images (on model, lifestyle, other details) 33% 40% Male 29% Catalogs & brochures Female 29% Mix and match capability to coordinate out t, furniture, 28% color, etc. 38% 27% Custom product design 25% Color swatching/colorizing 27% 40% 26% Shop by merchant recommended out t, room or collection 24% Other 1% 2%These results are not inconsistent with women’s dominance in online shopping. Even though they representjust under half of U.S. Internet users, women account for 58% of eCommerce revenues.7 Women’s morefrequent interactions with online shopping make them well-informed and savvy shoppers; accordingly, theywill also have higher expectations.7 comScore, Women on the Web, June 2010 Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 23
  24. 24. Social sharing and sorting/filtering options to narrow search results were ranked by younger shoppers asimportant shopping features.• With a few exceptions, 18-29 year olds tend to place greater importance on visual information than their older peers. As a group, they regard features like alternative images and 360-degree spin as important in greater proportion than older age groups. Features Considered Most Important When Purchasing Products on Mobile Website or App, by Age 53% Product and price information 53% 57% 32% Product comparison 30% 32% Visual information, full screen product 45% imagery, alternative view, dynamic 40% zoon, 360 degree spin, video, product 32% tours, etc. Purchase product using mobile site/app 36% 33% (add to cart) 35% Easy checkout process (e.g., saved 58% registration info with sign-in, click to 56% call) 52% 37% Order Status 38% 35% 39% Customer rating/reviews 37% 44% 18-29 yrs old 30-49 yrs old 29% Social sharing (e.g., post to Facebook 50-64 yrs old 24% page) 19% 41% Online promotions/specials/coupons 37% 32% 18% Gi /wish list registries 17% 6% In-store features (location, maps, 35% inventory availability, scannable 36% coupons, in-store navigation, in-store 24% pickup) 42% Simple keyword search for products 39% 39% Sorting/ ltering options to narrow 30% search 24% 15% Other 2% 2%Please note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically significant conclusions. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 24
  25. 25. Visualization Features that Increase Likelihood of Purchase on Retailers Mobile Website, By Age 59% 360-degree spin of a product 51% 37% Alternative images (on model, lifestyle, 41% 36% other details) 17% 30% Catalogs brochures 28% 26% 40% Color swatching/colorizing 31% 17% 29% Custom product design 24% 19% 35% Mix-and-match capability to 34% coordinate out t, furniture, color, etc. 24% 18-29 yrs old 41% 30-49 yrs old Multimedia visual combining zoom, 50-64 yrs old 37% spin, videos or animations 33% 45% 53% Product side-by-side comparisons 56% Shop by merchant recommended 28% 22% out t, room or collection 22% 35% Videos 30% 33% 45% Interactive zoom/pan on images 42% 50% 1% Other 2% 4%Please note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically significant conclusions. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 25
  26. 26. Appendix 1 – Survey Participant Profile* % of Total Gender distribution by age 18 -29 yr old 30 – 49 yr old 50 – 64 yr old Male 45% 43% 46% 10% Female 55% 53% 42% 5% Age distribution 18-29 yr old 30-49 yr old 50-64 yr old 49% 43% 7% Device ownership by gender and age Android Blackberry iPhone/iPad Palm Symbian Windows Other Mobile % of Total 19% 22% 44% 3% 2% 3% 7% Male 21% 21% 48% 3% 2% 3% 3% Female 17% 24% 41% 4% 2% 3% 9% 18-29 yr old 24% 21% 42% 3% 2% 2% 6% 30-49 yr old 15% 23% 50% 3% 1% 3% 6% 50-64 yr old 11% 32% 22% 9% 4% 9% 13% Percentage of participants owning touchscreen devices 82% Male Female 82% 81% 18-29 yr old 30-49 yr old 50-64 yr old 84% 82% 69%*Measures profile of 739 participants who have engaged in mobile commerce in the last 6-12 months from the date of the survey.Please note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically significant conclusions. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 26
  27. 27. Appendix 2 –Mobile Shopping Behavior by User SegmentsThe amount of time users spend on mobile shopping varies by gender, age and device. Average Weekly Time Spent on Mobile Shopping Websites, By Age 43% Less than 1 hour 31% 48% 30% 1-2 hours 35% 35% 20% 18-29 year-old 3-5 hours 21% 30-49 year-old 15% 50-64 year-old 5% 6-10 hours 8% 2% 2% 10+ hours 5% Average Weekly Time Spent on Mobile Shopping Apps, By Age 50% Less than 1 hour 38% 63% 29% 1-2 hours 31% 28% 14% 18-29 year-old 3-5 hours 19% 30-49 year-old 7% 50-64 year-old 5% 6-10 hours 8% 3% 10+ hours 4% 2%Please note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically significant conclusions. Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 27
  28. 28. Average Weekly Time Spent on Mobile Shopping Websites, By Gender 35%Less than 1 hour 41% 36% 1-2 hours 30% 20% Male 3-5 hours 20% Female 6% 6-10 hours 5% 3% 10+ hours 4% Average Weekly Time Spent on Mobile Shopping Apps, By Gender 43%Less than 1 hour 48% 32% 1-2 hours 28% 14% Male 3-5 hours 17% Female 7% 6-10 hours 4% 3% 10+ hours 3% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 28
  29. 29. Average Weekly Time Spent on Mobile Shopping Websites, By Device 4% Other 17% 26% 53% Windows Mobile 19% 38% 43% 8%Symbian (e.g., Nokia) 8% 25% 58% 10+ hours 6-10 hours Palm 21% 3-5 hours 46% 1-2 hours 33% Less than 1 hour 4% 9% 23% iPhone/iPad 33% 32% 4% 3% Blackberry RIM 21% 35% 37% 1% 5% Android 14% 30% 50% Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 29

×