Mobile Shopper Insights for 2011

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  • 1.Adobe Scene7 Mobile Commerce Survey:Mobile Shopper Insights for 2011February 2011

2. ContentsExecutive Summary3Key Findings 3Mobile Commerce Adoption 3User Experience4Shopping & Browsing Preferences4Conclusions and Recommendations4Methodology & Participants 6Results & Analysis 7Appendix 1 Survey Participant Profile26Appendix 2 Mobile Shopping Behavior by User Segments27Appendix 3 Mobile Shopping Satisfaction by User Segments 31Appendix 4 Browser vs App Preferences by User Segments 32Other Adobe Mobile Research33For more information 34About Adobe Online Marketing Suite 34About Adobe Scene7 34About Adobe Systems Incorporated 34Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011 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 reportsforerunner, 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 Amajorityoftherespondents(62%)saytheyhavepurchasedphysicalgoodsfromtheirdevicesinthelastsix months.4 Thegreatestnumberofrespondents(45%)spent$249orlessoverthelast12months;bycomparison,the averageannualonlinespendpershopperin2010isestimatedat$1,139. 5 Ofthosewhohavepurchasedfromtheirmobiledevices,amajorityreportspendingmorethananhoura week mobile shopping, on both mobile shopping websites and downloadable apps. Comparedtotheirpeers,iPhoneusers,menand30-49yearoldspurchasemorefrequently,buygoodsin more categories and generally spend more time shopping than their peers. Whenitcomestodollarsspent,proportionallymoreiPhoneusers(66%)reportspending$250ormoreon mobilepurchasesinthelast12monthscomparedtotheirpeers,followedbyBlackberryusers(58%). Themostpurchasedconsumergoodscategoryisshrink-wrappedentertainment,includingMovies,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 by28%and26%oftherespondents,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 20113 4. User Experience Respondentsappearsatisfiedwiththeirmobileshoppingexperienceoverall,withmorethan80%ratingtheir experience above average. Downloadablemobileappsarenotdrawinghighersatisfactionscoresthanmobilebrowsers,despitethe formers reputation for superior user experiences. Forawiderangeofmobileshoppingactivitiessuchasresearchingproductsandcomparingprices,the majorityofrespondentsfavorusingbrowserstodownloadablemobileapps.Two-thirdsoftherespondents say they prefer browsers to apps for accessing product and other shopping content.Shopping & Browsing Preferences Featuresratedmostimportantbyamajorityofmobileshoppersareeasycheckout(57%)andproductand pricinginformation(53%).Visualinformation,suchasfull-screenproductview,ranksasthenextmost importantfeature(42%),followedcloselybysimplekeywordsearch(40%). Whenitcomestovisualtools,thegreatestnumberofrespondents(54%)identified360-degreespinasthe visual feature that would influence their likelihood of purchase on a mobile website. The next two top-ranked visualfeaturesareside-by-sideproductcomparisons(49%)andinteractivezoom/pan(44%).Interestingly, respondents ranked these features ahead of simple keyword search and customer ratings & reviews. Full-screenimagezoomwithnext/previoustouchscreenbuttonstonavigateleft/rightwastiedwith full-screenhorizontalscrollingwithdraggingorflickingimagesleft/rightasthemostpreferredwaysto browse multiple products. Both of these viewing experiences were selected by nearly half of the respondents. Femalesappeartohavehigherexpectationsformobileshoppingfeatures.Forexample,easycheckoutwas ratedimportantby61%offemalescomparedto51%ofmales;44%offemalesratedsearchimportant comparedto36%ofmales. Videoisoneareathatwasratedbymorementhanwomen(38%versus28%)asaninfluenceontheir likelihood of purchase. Women also place a greater premium on visual features including color-swatching, mix-and-matchandalternativeimages(suchason-model,lifestyleimages)thanmen. Morefemalesthanmales(42%versus35%)deemonlinepromotionsandcouponsimportanttotheirmobile shopping experience. 18-29year-oldspreferthefollowingfeaturesmorethanotheragesegments:visualinformation,social sharingandsorting/filteringoptionstonarrowsearchresults.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, whetherits hitting up the nearest store upon receiving a coupon, or looking up user reviews to validate a decision topurchase. Its 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-enabledsmartphonesarespurringmajorshiftsinshoppingbehavior.Asmobileanddesktopexperiencesconverge, it is not a big leap for consumers to purchase goods through rich websites and apps accessed fromtheir mobile devices.Ourstudyvalidatesthegrowingadoptionofmobilecommerce:Thateasycheckoutwassingledoutasthemost 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 retailersincluding those sellinghigh-ticket, discretionary goodsshould 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. 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.Withthegreatestnumberofrespondentsnaming360-degreeproductspinasthevisualfeaturemostlikelytoinfluence purchase, its a sign that consumers are transferring their desktop expectations and preferences tomobile.Quitesimply,userswantamplevisualinformationregardlessofthemedium,andjustasistrueforthedesktop, bigger is also better in mobile. For instance, the common denominator between the two mostpreferred experiences for