What Do Users Want From Mobile Commerce Sites?

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  • 1.  
  • 2. Mobile and Tablet will overtake PC users by 2014 Source: Morgan Stanley, Global Internet Trends, April 12, 2010
  • 3. 40% of consumers using mobile to purchase products Mobile commerce no longer early adopter, it’s mainstream Source: ROI Research & Microsoft study, March 2011
    • 53% look for deals and coupons
    • 52% read user reviews on device
    • 69% check on order info
    • 52% share product information with others
  • 4. Travel category is poster-child for mobile commerce Mobile bookers spend $3,861 annually - $1,300 more than non-users (representing $170 Billion) Source: PhoCusWright 2010 Traveler Technology Survey Total Online Travelers (103MM) Check-in, check itineraries (42%) Intend to book on mobile phone (35%)
    • 58% of smart phone travelers interact with travel companies
    • 42% plan to check-in
    • 35% intend to book travel, up +16% YOY
    US Travel Mobile Market Opportunity
  • 5. Consumers shifting purchases in-trip Location-based functionality and time-sensitive offerings drive purchase Source: Travelocity Survey, March 2011, n= 1,253 Check-in, check itineraries (42%) Intend to book mobile phone (35% or 36MM) 2011 US Mobile Booking Survey
    • 65+% of mobile users are booking hotels same day
    • 39% of all travelers will research travel on their phones
    • Majority using search, maps and more for just-in-time itineraries
    Booked Travel Hotels 83% Flights 48% Car Rentals 31% Vacation Packages 9% Other 4%
  • 6. Target Segments younger, affluent, less brand loyal Design product solutions for core targets Total ‘ Online Traveler ’ Population Pragmatic Under 40s Anytime, Anyplace Under 30s
    • Primary
    • Younger (under-30)
    • Less brand loyal
    • Device agnostic
    • UGC important
    • Deals and social features
    • Secondary
    • Under 40
    • Pragmatic and time constrained
    • Expect highly relevant experiences
    Source: Internal Qualitative Groups May & June 2011, PhoCusWright 2010 Traveler Technology Survey
  • 7. Heavy consumers leaning towards Apps Source: Amadeus U.S Air Travel Survey, April 2011, n =1,000 Age 18-34
  • 8. Social media core to purchase Dream & Discover Shop & Book Share & Play Social media & user generated content are must-have experiences to engage shoppers Source: PhoCusWright 2010 Traveler Technology Survey
    • 48% of travelers post on social media
    • 32% are influenced by social reviews
    • 20% solicit tips and advice on social networks
    • 19% are fans of travel companies
    • 13% use social networks to shop for travel
  • 9. Marketing Tips
      • SEM and SEO are fragmented and under-optimized, play to win
      • Mobile media vehicles still evolving, don’t despair!
      • Your obvious assets can be the biggest drivers of App downloads
      • Combat high App churn by extending product relevancy