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Part C: What Do Users Want From Mobile Commerce Sites?


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Part C: What Do Users Want From Mobile Commerce Sites?

  1. 2. Mobile and Tablet will overtake PC users by 2014 Source: Morgan Stanley, Global Internet Trends, April 12, 2010
  2. 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 <ul><li>53% look for deals and coupons </li></ul><ul><li>52% read user reviews on device </li></ul><ul><li>69% check on order info </li></ul><ul><li>52% share product information with others </li></ul>
  3. 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%) <ul><li>58% of smart phone travelers interact with travel companies </li></ul><ul><li>42% plan to check-in </li></ul><ul><li>35% intend to book travel, up +16% YOY </li></ul>US Travel Mobile Market Opportunity
  4. 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 <ul><li>65+% of mobile users are booking hotels same day </li></ul><ul><li>39% of all travelers will research travel on their phones </li></ul><ul><li>Majority using search, maps and more for just-in-time itineraries </li></ul>Booked Travel Hotels 83% Flights 48% Car Rentals 31% Vacation Packages 9% Other 4%
  5. 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 <ul><li>Primary </li></ul><ul><li>Younger (under-30) </li></ul><ul><li>Less brand loyal </li></ul><ul><li>Device agnostic </li></ul><ul><li>UGC important </li></ul><ul><li>Deals and social features </li></ul><ul><li>Secondary </li></ul><ul><li>Under 40 </li></ul><ul><li>Pragmatic and time constrained </li></ul><ul><li>Expect highly relevant experiences </li></ul>Source: Internal Qualitative Groups May & June 2011, PhoCusWright 2010 Traveler Technology Survey
  6. 7. Heavy consumers leaning towards Apps Source: Amadeus U.S Air Travel Survey, April 2011, n =1,000 Age 18-34
  7. 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 <ul><li>48% of travelers post on social media </li></ul><ul><li>32% are influenced by social reviews </li></ul><ul><li>20% solicit tips and advice on social networks </li></ul><ul><li>19% are fans of travel companies </li></ul><ul><li>13% use social networks to shop for travel </li></ul>
  8. 9. Marketing Tips <ul><ul><li>SEM and SEO are fragmented and under-optimized, play to win </li></ul></ul><ul><ul><li>Mobile media vehicles still evolving, don’t despair! </li></ul></ul><ul><ul><li>Your obvious assets can be the biggest drivers of App downloads </li></ul></ul><ul><ul><li>Combat high App churn by extending product relevancy </li></ul></ul>