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NZ Business Mobile Readiness 2014

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Consumer adoption of smart phone and tablet technology has grown at an incredible pace. Are businesses in New Zealand keeping pace by making sure their websites are optimised for mobile browsing?

This study, completed in April 2014, shows that there is a big gap between consumer adoption, overseas competitors, and NZ business. We believe this is contributing to NZ retailers losing revenue as sales go offshore to better optimised overseas websites offering not just better prices and greater choice, but a better shopping experience too.

This study suggests businesses in New Zealand that invest in responsive design for both web and email have the opportunity to improve a range of metrics including visitation, conversion and revenue - through all digital platforms not just mobile.

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NZ Business Mobile Readiness 2014

  1. 1. NZ INC/ 2014 MOBILE READINESS
  2. 2. HYPO- THESIS/Consumer adoption of mobile has outstripped commerce. But by how much? We wanted to understand what the gap is and how much of an opportunity exists for those businesses that get it.
  3. 3. • Survey the web presence of NZ brands to establish the current state of mobile readiness. • Pool available data to understand consumer mobile adoption, behaviour and preferences. • Review case studies available to benchmark the potential ROI uplift from moving to a mobile optimised platform. APPROACH.
  4. 4. A brand offers a mobile specific website OR adapts to the type of screen used. MOBILE READINESS DEFINED.
  5. 5. • 1,635 websites / 1,347 organisations • Organisations listed in Agencies & Clients Yearbook 2013 (tend to be larger NZ organisations with a documented advertising, communications or marketing need). • A rule-based scoring methodology used to remove any subjectivity from the individual site assessments. MOBILE READINESS SURVEY DESIGN.
  6. 6. ASSESSING MOBILE OPTIMISATION.
  7. 7. SURVEY- RESULTS/
  8. 8. 72% Fixed Width 15% Mobile 13% Responsive NZ Mobile Readiness Survey All Organisations - N=1347; All websites - N=1635 72% Fixed Width 15% Mobile 13% Responsive NZ Mobile Readiness Survey All Organisations - N=1347; All websites - N=1635 JUST 28% OF NZ ORGANISATIONS HAVE A MOBILE OR RESPONSIVE DESIGN WEBSITE.
  9. 9. NZ SIGNIFICANTLY LAGS INTERNATIONAL MARKETS WHERE 0VER 50% ARE OPTIMISED.
  10. 10. TOILETRIES & COSMETICS SECTOR LEADS THE WAY, WITH JUST OVER 50% OPTIMISED. 52%$ 49%$ 44%$ 41%$ 37%$ 35%$ 33%$ 32%$ 27%$ 25%$ Toiletries / Cosmetics Entertainment Media Automotive Holidays, Travel & Transport Beverages Health & Pharma Financial Clothing, Accessories & Textiles IT Comms Equipment & Services Top 10 Sectors with Mobile Ready Websites
  11. 11. APART FROM TOILETRIES & COSMETICS, FOR RESPONSIVE DESIGN MOST SECTORS LAG.
  12. 12. RETAIL IS PROBABLY THE BIGGEST SURPRISE - JUST 18% OF SITES ARE OPTIMISED.
  13. 13. RESULTS IN CONTEXT/
  14. 14. BUSINESS IN NZ IS BEHIND THE EIGHT-BALL. KIWIS ARE SMART PHONE ARMED AND ACTIVELY USING THEM.
  15. 15. GROWTH IN TABLET UPTAKE WILL FURTHER INTENSIFY THE NEED FOR IMPROVED OPTIMISATION.
  16. 16. OPTIMISING EMAIL FOR MOBILE PROVIDES A COMPETITIVE EDGE CURRENTLY.
  17. 17. NZ BUSINESSES LOST OVER $1BN IN SALES TO OVERSEAS WEBSITES LAST YEAR. • Kiwis spent $2.8bn via the internet in the year to March 20141. - This represents 6.1% of SNZ reported retail sales. • 40% of sales went to international sites. • 60% is accounted for by US (30%), UK (18%) and AU (15%) • It is noted that the NZRA estimate online sales significantly higher at c.$5bn2. 1BNZ Online Retail Sales Index, May 2014. 2The Online Retail Market in New Zealand: A 2013 Update. 1
  18. 18. EVIDENCE SUGGESTS NZ IS INCREASINGLY LOSING OUT TO OFFSHORE STORES. • Online spending by Kiwis at offshore stores up 17% on same time last year. • The growth rate for online spending at domestic stores during the same period was 8%. BNZ Online Retail Sales Report, May 2014.
  19. 19. AN IMPROVED UX THROUGH AN OPTIMISED SITE WILL IMPROVE CONVENIENCE AND EASE. • Main drivers to online purchase are: - Price - Convenience - Choice - Ease • An improved UX won’t solve the price issue, but it will help with convenience and ease.
  20. 20. CASE STUDIES SUPPORT SIGNIFICANT UPLIFTS IN MEASURES LIKE VISITATION, CONVERSION AND REVENUE.
  21. 21. TESTING BY ‘MARKETING EXPERIMENTS’ ADDS FURTHER SUPPORT TO THE CASE FOR RESPONSIVE DESIGN.
  22. 22. INTERNATIONAL EVIDENCE ALSO SUPPORTS INVESTMENT TO IMPROVE RETURNS.
  23. 23. SUMMARY OUTTAKES. • With just 28% mobile readiness, NZ brands significantly lag both international competitors and consumer demand. • Retail is particularly poor with just 18% of sites optimised. • With less than 15% of brands using mobile-friendly email, there is a competitive opportunity for those that do invest in this space. • NZ business missed out on over $1bn of online sales to overseas competitors. Optimisation won’t solve price and choice issues, but evidence suggests it would help retain some of that business. • Those that do invest in mobile optimisation - particularly in responsive design - stand to gain uplifts in visitation, conversion and, for those involved in e-commerce, revenue.
  24. 24. THANK YOU/
  25. 25. info@twenty.co.nz http://twenty.co.nz/contact/

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