Mobile Shopper Insights for 2011

Adobe Scene7 Mobile Commerce Survey:Mobile Shopper Insights for 2011February 2011

Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011

Contents

Executive Summary 3

Key Findings 3

Mobile Commerce Adoption 3

User Experience 4

Shopping & Browsing Preferences 4

Conclusions and Recommendations 4

Methodology & Participants 6

Results & Analysis 7

Appendix 1 – Survey Participant Profile 26

Appendix 2 –Mobile Shopping Behavior by User Segments 27

Appendix 3 – Mobile Shopping Satisfaction by User Segments 31

Appendix 4 – Browser vs App Preferences by User Segments 32

Other Adobe Mobile Research 33

For more information 34

About Adobe Online Marketing Suite 34

About Adobe Scene7 34

About Adobe Systems Incorporated 34

3Adobe Scene7 Mobile Commerce Survey: Mobile Shopper Insights for 2011

Executive SummaryAs consumers use multiple channels to research, browse and shop, mobile is poised to become an important entry point in the cross-channel shopping experience.

In stores, shoppers are reaching for their mobile devices to research products and prices at the point of decision. Curious consumers are scanning QR codes on outdoor advertising and in magazine pages to get more information about a brand or product. As the impulse strikes them, many shoppers are simply moved to purchase directly from their devices. In fact, recent research finds that U.S. mobile Internet users expect to engage in shopping-related activities in some categories at rates that exceed current rates on desktops.1

However you look at it, mobile is transforming the way consumers shop and interact with brands, and retailers that are not investing in this channel may risk getting left behind. This year, U.S. mobile commerce revenues are expected to hit $5.3 billion, up 83% from a year ago, according to Barclays Capital, while a Luth Research study found that 51% of consumers are more likely to purchase from retailers that have mobile-optimized websites. And over the 2010 holiday shopping season, mobile Google searches for stores, products and prices were up more than 200% from the previous year, according to the company, and the mobile bar code scanning app ShopSavvy was downloaded 2.2 million times in November.2

It 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 their customers, with research suggesting that mobile optimized websites can raise engagement by as much as 85%.3 The key is to build a user experience at each touch point that is relevant and engaging so as to inspire deeper interaction.

This report, the second installment based on key findings from our survey of 1,200 consumers, examines specific mobile shopping preferences that have implications for how retailers design the mobile user experience. This quantitative study measures the user characteristics, behavior, preferences, satisfaction levels and 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’s forerunner, 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 were analyzed for gender, age and device differences.

Key Findings

Mobile Commerce Adoption• Amajorityoftherespondents(62%)saytheyhavepurchasedphysicalgoodsfromtheirdevicesinthelastsix

months.4

• Thegreatestnumberofrespondents(45%)spent$249orlessoverthelast12months;bycomparison,theaverageannualonlinespendpershopperin2010isestimatedat$1,139.5

• Ofthosewhohavepurchasedfromtheirmobiledevices,amajorityreportspendingmorethananhouraweek mobile shopping, on both mobile shopping websites and downloadable apps.

• Comparedtotheirpeers,iPhoneusers,menand30-49yearoldspurchasemorefrequently,buygoodsinmore categories and generally spend more time shopping than their peers.

• Whenitcomestodollarsspent,proportionallymoreiPhoneusers(66%)reportspending$250ormoreonmobilepurchasesinthelast12monthscomparedtotheirpeers,followedbyBlackberryusers(58%).

• Themostpurchasedconsumergoodscategoryisshrink-wrappedentertainment,includingMovies,Musicand 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 high browser-enabled smartphone adoption compared to the general population.5 eMarketer, U.S. Retail E-Commerce Forecast: Room to Grow, March 2010


User Experience• Respondentsappearsatisfiedwiththeirmobileshoppingexperienceoverall,withmorethan80%ratingtheir

experience above average.• Downloadablemobileappsarenotdrawinghighersatisfactionscoresthanmobilebrowsers,despitethe

former’s reputation for superior user experiences.• Forawiderangeofmobileshoppingactivitiessuchasresearchingproductsandcomparingprices,themajorityofrespondentsfavorusingbrowserstodownloadablemobileapps.Two-thirdsoftherespondentssay they prefer browsers to apps for accessing product and other shopping content.

Shopping & Browsing Preferences• Featuresratedmostimportantbyamajorityofmobileshoppersareeasycheckout(57%)andproductandpricinginformation(53%).Visualinformation,suchasfull-screenproductview,ranksasthenextmostimportantfeature(42%),followedcloselybysimplekeywordsearch(40%).

• Whenitcomestovisualtools,thegreatestnumberofrespondents(54%)identified360-degreespinasthevisual 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-screenimagezoomwith“next/previous”touchscreenbuttonstonavigateleft/rightwastiedwithfull-screenhorizontalscrollingwithdraggingorflickingimagesleft/rightasthemostpreferredwaystobrowse multiple products. Both of these viewing experiences were selected by nearly half of the respondents.

• Femalesappeartohavehigherexpectationsformobileshoppingfeatures.Forexample,easycheckoutwasratedimportantby61%offemalescomparedto51%ofmales;44%offemalesratedsearchimportantcomparedto36%ofmales.

• Videoisoneareathatwasratedbymorementhanwomen(38%versus28%)asaninfluenceontheirlikelihood of purchase. Women also place a greater premium on visual features including color-swatching, mix-and-matchandalternativeimages(suchason-model,lifestyleimages)thanmen.

• Morefemalesthanmales(42%versus35%)deemonlinepromotionsandcouponsimportanttotheirmobileshopping experience.

• 18-29year-oldspreferthefollowingfeaturesmorethanotheragesegments:visualinformation,socialsharingandsorting/filteringoptionstonarrowsearchresults.

Conclusions and Recommendations For retailers, mobile can be a highly personal and influential customer touch point. Its unparalleled immediacy means that consumers can turn to their devices to realize a need or desire as the impulse strikes them, whether it’s hitting up the nearest store upon receiving a coupon, or looking up user reviews to validate a decision to purchase. It’s therefore important to think of mobile not strictly as a purchase channel, but as a touch point for engaging 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 are based on U.S. consumer responses. With that in mind and based on our findings, we offer these considerations and recommendations for planning and executing your mobile shopping presence:

Mobile shopping and commerce is a reality: Invest in mobile and be ready for your shoppers

Thanks 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 from their 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, electronics and toys. As mobile becomes an important purchase channel, online retailers—including those selling high-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 from their desktop delivery approaches to develop mobile-optimized experiences.


As consumers treat their smartphones like minicomputers, marketers need to deliver rich and relevant experiences to engage them, applying best practices from their desktop delivery arsenal where it makes sense. Withthegreatestnumberofrespondentsnaming360-degreeproductspinasthevisualfeaturemostlikelytoinfluence purchase, it’s a sign that consumers are transferring their desktop expectations and preferences to mobile.Quitesimply,userswantamplevisualinformationregardlessofthemedium,andjustasistrueforthedesktop, bigger is also better in mobile. For instance, the common denominator between the two most preferred 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-screen displays 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 July 2010,andquestionedthemabouttheirplannedanddeployedtactics.Amajoritysaidtheyexpectshopperstouse full-screen viewing to browse their merchandise, in line with what our consumer respondents indicated as a key browsing feature. The no. 1 visualization feature our merchant respondents wanted to deploy was 360-degreespin;similarly,thiswasthefeaturecitedbythemostshoppersasbeinginfluentialtotheirpurchasedecision.

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 some of 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 they prefer 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 the browser, 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 environment which, for browser-enabled devices, replicate the familiar desktop experience. In those environments, users will 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 have limited appetite for the number of applications they are willing to download and maintain on their devices.

Onthetechnologyfront,asHTML5andFlashcontinuetoevolve,browser-basedexperienceswillcometobericher in content and functionality, with the potential to emulate or approach the native app experience. Key features offered by branded retail apps such as store locator with map integration, in-stock product search by store, 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 resources were not a constraint. Retailers interested in delivering branded utilities and services to their base can provide those experiences through downloadable apps. Among retailers deploying both, Columbia Sportswear, for instance, has a mobile-optimized site and a well-reviewed app that instructs adventurers how to tie 70 different knots to meet their outdoor needs.

Finally, with mobile devices rapidly expanding beyond cell phones to include all wirelessly connected devices such 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 launching for several devices and platforms at once, choose one that best captures your demographic, then expand to other 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 go to interact with your brand and products, while being mindful of load times and bandwidth issues. This means minimal navigation and clean graphical interfaces free of clutter and optimized for touch-screen interactions with larger buttons and text. So, calling up a zoom view, for example, shouldn’t involve a lot of pinching and


gesturing. Instead, a simple tap on a button should produce an optimized, full-screen view or close-up details of the product.

Oneapproachsharedbymanymassmerchantsisafocusonefficientsearchandbrowsing.Theirmobilehomepagereflectsaminimalistsensibilitythatinvitesdeeperbrowsingandexploration.Onlywhenshoppersdrilldown on categories or products do detailed information appear.

An uncluttered shopping environment, however, should not preclude access to rich visual tools that emulate thein-storetouch-and-feelexperience.Ourfindingsshowthattheyoungeragegroupismorepredisposedtowanting and using visualization tools and shopping features than their older peers. At a time when those under 10yearsoldareownersandusersoftheiPodTouch,awholegenerationofconsumersaregrowinguponmobileandleapfroggingthePCexperienceintheirearlyyears.Thus,retailershavetodeliveronmobileexperiences that engage and build trust, whether it’s providing rich visuals such as high-quality product imagery 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 a great 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 these differencesshouldnarrowasmobileusagebecomesmorepervasive.Today,men,30-49yearoldsandiPhoneusers appear to shop more than their peers, likely because they are the typical early adopters. These segments are more likely to engage in mobile shopping because their advanced browser-equipped touch-screen devices make for a compelling mobile shopping experience. But forecasters are predicting a continuing fast uptake in smartphoneadoption,buttressedbyprojectionsbytheNielsenCo.that1in2Americanswillownasmartphone by the end of 2011.6 Against this backdrop, we expect women, in particular, to catch up—and even outpace—menintheiradoptionofmobileshoppingandcommerce,mirroringtheirtrajectoryonthePCInternet, 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 ecosystem among device makers, service providers and other players will inevitably lead to greater innovations. Retailers should stay abreast of the advances in this space while diligently monitoring mobile behavior, satisfaction and expectations in order to continuously fine-tune their tactics and strategies.

Today, consumer expectations generally lag the technology, which in turn represents an opportunity for retailerstotrialandlearn.Ourstudyprovidesoneproofpointthatmobile’ssmallerformfactorsarenotdeterring consumers from interacting with shopping content, and in fact, they appear to be quite satisfied with their overall experience. This provides a solid footing from which retailers can further improve and deliver on richer and engaging mobile shopping experiences.

Methodology & ParticipantsOnAdobe’sbehalf,KeynoteServicesconductedtheonlinesurveydistributedto1,200adultsintheU.S.between August 25 and 30.

Ofthe1,200U.S.consumerssurveyed,739saytheyhavepurchasedgoodsfromtheirmobiledevicesinthelast six months. Unless otherwise noted, most of the findings in this report are based on responses from this respondent pool.

The739participantsskewfemaleandyoung,andover-indexonbrowser-enabledsmartphoneadoption,reflecting the characteristics of the 1,200 original population pool.

iPhones/iPadsrepresentthemostcommondeviceamongthosesurveyparticipantswhohaveengagedinmobilecommerceandisusedby44%ofthem.AndroidandBlackberryclaim19%and22%,respectively,oftheparticipants’devices.WhileiPhones/iPadsappeartobethedeviceofchoice,proportionallymorementhan women owned them.

Thereareonly54respondentsintheagegroupbetween50to64yearsold,makingforaninsufficientsamplesize from which to draw statistically significant conclusions.

6 The Nielsen Company, Smartphones to Overtake Feature Phones in U.S. by 2011, March 2010.


Any references to mobile purchases made in the last 12 months should be interpreted as mobile purchases made in the last 12 months from August 2010 when the respondents were surveyed.

For survey participant details, please see Appendix 1.

44%

22%

19%

7%

3%

3%

2%

iPhone/iPad

Blackberry RIM

Android

Other

Windows Mobile

Palm

Symbian (e.g., Nokia)

Survey Participants Device Ownership

Results & Analysis

Consumers 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 entertainment topping the list of most purchase categories.

• Ofthe1,200consumerssurveyed,62%havepurchasedfromtheirmobiledevicesandmadepurchasesin3.5categoriesonaverage.Theseadoptionratesaresignificantlyhigherthanwhatwewouldseeforthe population as a whole, due to the pervasive adoption of browser-enabled smartphones among our panelists.

43%

30%

28%

26%

20%

20%

16%

16%

13%

13%

38%

Movies, Music & Games (excluding iTunes & mobile games)

Clothing, Shoes & Jewelry

Electronics

Books, Magazines & Newspapers

Grocery, Health & Beauty

Computers & Office

Sports & Outdoors

Toys, Babies & Kids

Home, Garden & Pets

Tools, Auto & Industrial

I haven't purchase any of these through my mobile device within the last 6 months

Mobile Commerce Penetration, Products Purchased in Last 6 Months


• Thosewhoindicatedtheyhavepurchasedinthelastsixmonths(739respondents)werethenaskedwhatproductstheypurchasedinthelast12months;an“Other”categorywasalsoaddedachoicetheycouldselect.

• Ofthosewhohavepurchasedgoodsfromtheirdevices,shrink-wrappedentertainment,includingMovies,MusicandGames,waspurchasedby65%inthelast12months.ThenexttwomostpurchasedcategoriesareClothing, Shoes & Jewelry, purchased by 50% of the respondents, closely followed by Books, Magazines and Newspapers,purchasedby46%.

65%

50%

46%

43%

27%

27%

22%

20%

19%

14%

2%

Movies, Music, & Games (excluding iTunes & mobile games)



Electronics

Grocery, Healthy & Beauty

Computers & Office

Sports & Outdoors

Home, Garden & Pets

Toys, Babies & Kids


Other

Mobile Commerce Penetration, Products Purchased in Last 12 Months


IPhone users, men and 30-49 year olds make purchases in more categories compared to their peers.

• Comparedtootherdeviceusers,moreiPhoneusershavepurchasedfromtheirdevices;theyalsoleadeverypurchase category measured.

39%

27%

13%

25%

18%

10%

15%

25%

9%

9%

41%

39%

23%

15%

29%

11%

11%

17%

24%

9%

15%

44%

60%

36%

33%

43%

25%

22%

31%

41%

23%

25%

22%

32%

14%

9%

21%

9%

5%

5%

21%

7%

16%

43%

50%

25%

13%

31%

6%

13%

19%

25%

6%

6%

25%

32%

20%

22%

27%

15%

7%

20%

22%

7%

7%

49%

17%

7%

5%

9%

4%

4%

6%

9%

2%

5%

67%

Movies, Music Games (excluding iTunes mobile games)

Books, Magazines Newspapers

Computers Office

Clothing, Shoes Jewelry

Sports Outdoors

Home, Garden Pets

Grocery, Health Beauty

Electronics

Tools, Auto Industrial

Toys, Babies Kids


Consumer Products Purchased through Mobile Devices in Last 6 Months, by Device

Android

Blackberry RIM

iPhone/iPad

Palm


Windows Mobile

Other


• Ahigherpercentageofmenhavepurchasedfromtheirmobiledevicesthanwomen:43%ofwomensaytheyhave 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 numbersofmenandwomen:1)Grocery,Health&Beauty;2)Toys,Babies&Kids;3)Clothing,Shoes&Jewelry;and4)Home,Garden&Pets.

50%

40%

32%

30%

29%

28%

24%

20%

19%

15%

14%

38%

20%

43%

23%

31%

14%

11%

20%

8%

17%

13%

Movies, Music & Games

Electronics




Computers & Office

Sports & Outdoors



Toys, Babies & Kids

Home, Garden & Pets

Consumer Products Purchased through Mobile Devices in Last 6 Months, by Gender

Males

Female


• 18-29year-oldsand30-49yearoldsbuygoodsacrossallcategoriesinnearequalnumbers,though30-49yearoldshaveaslightlygreatertendencytopurchaseinthesecategories:1)Home,Garden&Pets;2)Sports&Outdoors;and3)Toys,Babies&Kids.

47%

36%

32%

30%

27%

21%

19%

15%

15%

13%

12%

44%

37%

30%

29%

28%

22%

22%

20%

20%

14%

17%

24%

56%

22%

19%

14%

8%

11%

9%

6%

6%

6%

Movies, Music & Games (excluding iTunes & mobile games)



Electronics



Computers & Office

Sports & Outdoors

Toys, Babies & Kids


Home, Garden & Pets

Consumer Products Purchased through Mobile Devices in Last 6 Months, by Age

18-29 year-olds

30-49 year-olds

50-64 year-olds

Please note that the 50-64 year-old age group constitutes an insufficient sample size from which to draw statistically significant conclusions.


A majority of respondents report spending more than an hour a week shopping from their devices, with 30-49 year olds, men and iPhone users generally spending more time mobile shopping than their peers.

• Morethanhalfoftherespondentsreportspendingatleastanhouraweekshoppingonmobilewebsitesordownloadable apps. To put this in context, Americans spend an average of 2.7 hours per day on the mobile Internet—whichtranslatesto19hoursaweek—accordingtoa2010studybyPRagencyRuderFinn.

38%

33%

20%

6%

3%

< 1 hour

1-2 hours

3-5 hours

6-10 hours

10+ hours

Average Weekly Time Spent on Mobile Shopping Websites

46%

30%

15%

6%

3%

< 1 hour

1-2 hours

3-5 hours

6-10 hours

10+ hours

Average Weekly Time Spent on Mobile Shopping Apps

• 30-49yearoldsconsistentlyspendmoretimeshoppingthantheirpeers,onbothwebsitesand downloadable apps.

• ProportionallymoreiPhoneusers(62%)spendoveranhouraweekonshoppingappscomparedtotheirpeers,withPalmusersrankingsecondwith53%ofthemspendingmorethananhouraweekonshoppingapps.Whenitcomestothosespendingmorethananhouraweekonmobileshoppingsites,iPhoneandPalmusersareabouttiedforfirstplace.

• Menspendmoretimeonmobileshoppingsitesthanwomen,whilebothgroupsspendmorethananhouraweek 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 device ownership, please see Appendix 2.


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.

• Fully55%oftherespondentsreportspendingmorethananaverageof$249ongoodspurchasedthroughtheirmobiledevicesinthelast12months,withmen,olderadultsandiPhoneuserslikelytospendmorethantheir peers.

45%

28%

16%

7%

4%

Average Spend on Consumer Goods Purchased via Mobile Devices in Past 12 Months

$1 to $249

$250 to $499

$500 to $749

$750 to $999

$1,000 and above

• Morethan60%ofmalerespondentsreportspendingmorethananaverageof$249onconsumergoodsinthe last 12 months, compared to 47% of females.

35% 33%

18% 8% 5%

53%

24%

13%

6% 4%

$1-249 $250-499 $500-749 $750-999 $1000+

Average Spend on Consumer Goods Purchased via Mobile Devices in Past 12 Months, by Gender

Female

Male



37% 24% 26%

9% 4%

34%

34% 17%

9% 6%

56%

24%

13%

5% 2%

$1 to $249 $250 to $499 $500 to $749 $750 to $999 $1,000 and above

Average Spend on Consumer Goods Purchased via Mobile Devices in Past 12 Months, by Age

18-29 yrs old

30-49 yrs old

50-64 yrs old

• About65%ofiPhoneownersand30-49yearoldsbothreportspendingmorethan$249onaverageingoodspurchased through their devices in the last 12 months, the highest percentages in their respective segments.

60%

42% 35%

64%

75%

48%

65%

20%

33%

31%

28%

17%

24%

25%

13%

15%

20%

8% 8%

14%

6% 4%

6% 10%

14%

2% 4% 5% 5%

2%

Android Blackberry RIM

iPhone/iPad Palm Symbian (e.g., Nokia)

Windows Mobile

Other

Average Spend on Consumer Goods Purchased via Mobile Devices in Past 12 Months, by Device

$1,000 and above

$750 to $999

$500 to $749

$250 to $499

$1 to $249


A slim majority of respondents report making more than five purchases in the last 12 months; they are more likely to be iPhone users, men and 30 to 49 year-olds.• 48%madebetweenonetofivepurchasesinthelast12months;therestmademorethanfivepurchasesin

that period.• Menpurchasemorefrequentlythanwomen;similarly,iPhoneusersand30to49year-oldspurchasemore

frequently than their peers.

48%

27%

12%

8% 4%

Frequency of Mobile Purchases in Last 12 Months

1-5 times

6-10 times

11-15 times

16-20 times

21+ times

50%

32%

9% 7% 2%

40%

29%

16% 10%

5%

55%

24%

10%

7%

4%

1-5 times 6-10 times 11-15 times 16-20 times 21 and above

Frequency of Mobile Purchases in Last 12 Months, by Age

18-29 yrs old

30-49 yrs old

50-64 yrs old



38% 34%

14% 8% 5%

57%

21%

11%

8% 4%

1-5 times 6-10 times 11-15 times 16-20 times 21+ times

Frequency of Mobile Purchases in Last 12 Months, by Gender

Female

Male

63%

48%

36%

60% 67% 67% 69%

19%

27%

32%

24% 19%

25% 9%

11% 15%

8% 33%

10% 4%

7% 10% 10%

8% 2% 4% 4%

6% 5%

Android Blackberry RIM iPhone/iPad Palm Symbian (e.g., Nokia)

Windows Mobile

Other

Frequency of Mobile Purchases in Last 12 Months, by Device

21 and above

16-20 times

11-15 times

6-10 times

1-5 times

How satisfied are consumers with the mobile shopping experience? Users appear satisfied with their mobile shopping experience, both on mobile websites and downloadable apps.

• Whenaskedtoratetheirbrowserandappexperiences,anoverwhelmingmajorityscoredthemabove4onascaleof1to7,with7being“verysatisfied.”


1%

1%

1%

3%

7%

24%

34%

29%

5%

1%

1%

2%

7%

21%

33%

31%

Never used

Not Satis�ed - 1

2

3

4

5

6

Very Satis�ed - 7

Distribution of Satisfaction Ratings, Mobile Shopping on Web vs App, Ranked from 1 to 7 (7 = Very Satis�ed)

Mobile shopping with app

Mobile shopping with browser

• Amongdeviceowners,satisfactiondifferencesaremorepronounced.AndroidandiPhoneusersappearmostsatisfiedwiththeirappexperiences,likelyduetothegreatermaturityoftheirappstores,whichoffergreaterchoices.AmongiPhone,AndroidandBlackberryusers,between85and90%ofthemratetheirmobilewebshoppingexperienceaboveaverage(i.e.,aboveascoreoffour);whenitcomestoshoppingapps,iPhoneusersaremostsatisfied,withmorethan90%rankingtheirappexperienceabove4.Fordetails,pleaseseeAppendix 3.

Respondents appear satisfied across a broad range of experiences on mobile shopping sites and apps.

• Fromloadtimestosearch,themajorityofrespondentsratetheirmobileshoppingexperiencespositive;thepercentage of users rating their experiences negative numbered in the low-single digits.

51%

55%

53%

55%

54%

55%

51%

53%

53%

55%

46%

42%

45%

43%

44%

43%

46%

45%

45%

43%

3%

3%

2%

2%

3%

2%

3%

2%

3%

2%

Speed & performance

Text legibility

Quality and quantity of imagery

Ability to load mobile website on my phone

Transaction process (e.g., purchase, trade, sell)

Login process

Ability to enter and submit personal data

Navigational bu�ons (e.g., Add to Cart, Next, Submit, Tab, Links)

Overall navigation

Search capability

User Ratings for Shopping Experiences on Mobile Websites

Positive

Neutral

Negative


55%

55%

55%

57%

57%

56%

55%

54%

55%

54%

41%

42%

41%

40%

39%

41%

42%

43%

42%

42%

4%

3%

4%

3%

4%

3%

3%

3%

4%

4%

Speed & performance

Text legibility

Quality and quantity of imagery

Ability to load mobile application on my phone

Transaction process (e.g., purchase, trade, sell)

Login process

Ability to enter and submit personal data

Navigational bu�ons (e.g., Add to Cart, Next, Submit, Tab, Links)

Overall navigation

Search capability

User Ratings for Shopping Experiences on Mobile Applications

Positive

Neutral

Negative

What do shoppers want? Do they want to shop with apps or browsers? What shopping features sway them to purchase?In general, users prefer the browser experience for shopping-related activities.

• Respondentswereaskedtochoosefromthreemethodswithwhichtheyprefertoshopontheirmobiledevices: A mobile app, a browser to access a regular website or a browser to access a mobile-optimized website.Preferencessplitthreewaysequally,withtwo-thirdspreferringtousethebrowsertointeractwithshoppingcontent,eitherthroughamobile-optimizedwebsiteoraPC-optimizedsite.

66%

34%

Mobile browser Mobile app

Preferred Way to Shop from Mobile Device

• Thegreatestnumberofrespondents(46%)saythebrowseristheirprimarymeansofaccessingconsumerproductorshoppingcontentforthefirsttime.

46%

28%

15%

10%

1%

Type address into browser

Browse application (app) store

Link from email

Link from text messages (SMS, MMS)

Other

Primary Way of Accessing Consumer Product/Shopping Mobile Sites/Apps for First Time


• Acrossthe12shopping-relatedactivitiesmeasured,amajorityofuserspreferthebrowserexperience,particularlyforopen-ended,cross-domainactivitieslikeresearchingspecificproductsandpricing information.Thisiswhymobileshoppersmakebrowserstheirfirststop—appsdonotallowthemtobrowsecross domain.

81%

71%

65%

63%

69%

62%

68%

61%

67%

64%

68%

68%

19%

29%

35%

37%

31%

38%

32%

39%

33%

36%

32%

32%

Researching specific product and price information

Comparing product and price by different retailers

Viewing visual information, full-screen product imagery, alternative view, dynamic zoom, 360 spin, video, product tours, etc.degree spin, video,

product tours, etc.

Purchasing a product using your mobile device

Registering online for offers and promotions using your mobile device

Checking order status

Reading customer rating & reviews

Sharing product information with friends (e.g., post to Facebook page)

Receiving online promotions/specials/coupons

Checking in-store features (location, maps, inventory availability, scannable coupons, in-store navigation, in-store pickup)

Using keyword search for products

Browsing for products using sorting/filtering options to narrow search

Distribution of users preferring browser to app to perform speci�c shopping activities

Mobile web browser

Mobile application (downloaded)

• Whilethebrowserprevailedasthepreferredexperienceforshopping,whenusersaresegmentedbydeviceandage,preferencesfordownloadablemobileappsaremorepronounced.Asagroup,moreiPhoneandAndroid users prefer apps compared to their peers. We believe these users have a stronger app preference becausetheiPhoneandAndroidplatformshaveamorematureappsmarket,offeringmanymoreappscompared to other platforms.

• Additionally,18-29year-oldsweremorelikelytoaccesstheappstorethanolderadults,aswouldbeexpected.

For details on browser versus app preferences segmented by age and device, please see Appendix 4.


A majority of respondents rate easy checkout and product & pricing information as the most important shopping features.

• Userswereaskedtochooseanynumberoffeaturestheyregardmostimportantwhenpurchasingaproducton either a mobile website or application. Easy checkout was the top feature, chosen by 57% of the respon-dents,followedbyproductandpricinginformation,selectedby53%oftherespondents.Visualinformation,includingfull-screenproductimagery,alternativeviews,360-degreespin,video,producttours,rankedthenexthighest,selectedby42%,closelyfollowedbysimplekeywordproductsearch(40%).Customerratingsandreviews(39%)andonlinepromotions/coupons(39%)andorderstatus(38%)werenotfarbehind.

57%

53%

42%

40%

39%

39%

38%

35%

34%

31%

26%

26%

16%

1%

Easy checkout process (e.g., saved registration info with sign-in, click to call)

Product and price information

Visual information, full-screen product imagery, alternative view, dynamic zoom, 360-degree spin, video, product tours, etc.

Simple keyword search for products

Customer ratings/reviews

Online promotions/specials/coupons

Order status

Purchase product using mobile site/app (add to cart)

In-store features (location, maps, inventory availability, scannable coupons, in-store navigation, in-store pickup)

Product comparison

Sorting/�ltering options to narrow search

Social sharing (e.g., post to Facebook page)

Gi�/wish list registries

Other

Features Considered Most Important When Purchasing Products on Mobile Website or App


360-degree spin is cited by the most respondents as the feature most likely to influence their purchase.

•Shopperswantsophisticatedfeatureslike360-degreespinandside-by-sideproductcomparisonsintheirmobileshoppingexperience.Amajority(54%)cite360-degreespinasmostinfluential,followedbyproductside-by-side comparison, selected by nearly half of the respondents. These features are closely followed by interactivezoom/panningonimages,selectedby44%oftherespondents.

54%

49%

44%

39%

37%

34%

34%

33%

29%

26%

25%

2%

360-degree spin of a product

Product side-by-side comparisons

Interactive zoom/pan on images

Multimedia visual combining zoom, spin, videos or animations

Alternative images (on model, lifestyle, other details)

Color swatching/colorizing

Mix-and-match capability to coordinate out�t, furniture, color, etc.

Videos

Catalogs & brochures

Custom product design

Shop by merchant recommended out�t, room or collection

Other

Visualization Features �at Increase Likelihood of Purchase on Mobile Websites

Users want full-screen images when browsing multiple products.

• Theruleofthumbinonlinecommerceisthatbiggerisbetterwhenitcomestoproductimages—shopperswant as much visual information as merchants can provide.

• 49%preferfull-screenimagezoomwiththeabilitytotaponthescreentonavigateleftandrighttoseethenext or previous products.

• 46%oftherespondentspreferfull-screenhorizontalscrolling,draggingtheimagesleftandrightwithtouchscreen gesturing.

49%

46%

30%

22%

22%

Full-screen image zoom: tapping next/previous to move right or le�

Full-screen horizontal scrolling: dragging or �icking through images, le� or right

Single image vertical scrolling down the page: dragging scroll bar up or down one image at a time

Grid view: rows/columns of images, dragging scroll bar up or down

Light-table view: single full screen view, with scrolling image thumbnail tray below, drag le� or right and tap to replace new image

in full view

User Preferences for Browsing Multiple Products


Women value more mobile shopping features than men.

• Moremobileshoppingfeatureswereratedimportantbyfemalerespondentsthanmalerespondents.Forexample,easycheckoutwasidentifiedasimportantby61%offemalesversus51%ofmales;44%ofwomenidentifiedsearchimportantversus36%ofmen.Morewomenthanmenconsidercouponsandpromotionsimportant(42versus35%);similarlyforgiftregistriesandwishlists(19%versus13%).Moremen,however,deemed product comparisons more important.

53%

51%

40%

39%

39%

36%

36%

36%

36%

35%

27%

26%

13%

1%

53%

61%

38%

43%

37%

27%

33%

44%

34%

42%

26%

26%

19%

1%


Easy checkout process (e.g., saved registration info with sign-in, click to call)

Customer rating/reviews

Visual information, full screen product imagery, alternative view, dynamic zoon, 360 degree spin, video, product tours, etc.

Order status

Product comparison

In-store features (location, maps, inventory availability, scannable coupons, in-store navigation, in-store pickup)







Other

Features Considered Most Important When Purchasing Products on Mobile Website or App, by Gender

Male

Female


• Withregardstovisualandmerchandisingtactics,womenalsotendtoplaceapremiumonmorefeatures,includingcolor-swatching,mix-and-match,interactivezoomandalternativeimages(suchason-model,lifestyleimages).

• Videoisoneareawheremenprevailedoverwomen:Morementhanwomen(38%versus28%)sayvideowould influence their likelihood of purchase.

54%

50%

41%

38%

38%

33%

29%

28%

27%

27%

26%

1%

54%

49%

46%

28%

39%

40%

29%

38%

25%

40%

24%

2%




Videos

Multi-media visual combining zoom, spin, videos or animations


Catalogs & brochures

Mix and match capability to coordinate out�t, furniture, color, etc.




Other

Visualization Features that Increase Likelihood of Purchase on Retailer's Mobile Website, by Gender

Male

Female

These results are not inconsistent with women’s dominance in online shopping. Even though they represent justunderhalfofU.S.Internetusers,womenaccountfor58%ofeCommercerevenues.7 Women’s more frequent interactions with online shopping make them well-informed and savvy shoppers; accordingly, they will also have higher expectations.

7 comScore, Women on the Web, June 2010


Social sharing and sorting/filtering options to narrow search results were ranked by younger shoppers as important shopping features.• Withafewexceptions,18-29yearoldstendtoplacegreaterimportanceonvisualinformationthantheirolderpeers.Asagroup,theyregardfeatureslikealternativeimagesand360-degreespinasimportantingreater proportion than older age groups.

53%

32%

45%

36%

58%

37%

39%

29%

41%

18%

35%

42%

30%

53%

30%

40%

33%

56%

38%

37%

24%

37%

17%

36%

39%

24%

2%

57%

32%

32%

35%

52%

35%

44%

19%

32%

6%

24%

39%

15%

2%


Product comparison

Visual information, full screen product imagery, alternative view, dynamic

zoon, 360 degree spin, video, product tours, etc.


Easy checkout process (e.g., saved registration info with sign-in, click to

call)

Order Status

Customer rating/reviews




In-store features (location, maps, inventory availability, scannable

coupons, in-store navigation, in-store pickup)



Other

Features Considered Most Important When Purchasing Products on Mobile Website or App, by Age

18-29 yrs old

30-49 yrs old

50-64 yrs old



59%

41%

30%

40%

29%

35%

41%

45%

28%

35%

45%

1%

51%

36%

28%

31%

24%

34%

37%

53%

22%

30%

42%

2%

37%

17%

26%

17%

19%

24%

33%

56%

22%

33%

50%

4%



Catalogs brochures



Mix-and-match capability to coordinate out�t, furniture, color, etc.

Multimedia visual combining zoom, spin, videos or animations



Videos


Other

Visualization Features that Increase Likelihood of Purchase on Retailer's Mobile Website, By Age

18-29 yrs old

30-49 yrs old

50-64 yrs old



Appendix 1 – Survey Participant Profile*

% of Total Gender distribution by age

18-29yrold 30–49yrold 50–64yrold

Male 45% 43% 46% 10%

Female 55% 53% 42% 5%

Age distribution

18-29yrold 30-49yrold 50-64yrold

49% 43% 7%

Deviceownership by gender and age

Android Blackberry iPhone/iPad Palm Symbian Windows Mobile

Other

% 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%

18-29yrold 24% 21% 42% 3% 2% 2% 6%

30-49yrold 15% 23% 50% 3% 1% 3% 6%

50-64yrold 11% 32% 22% 9% 4% 9% 13%

Percentageofparticipantsowning touchscreen devices

82%

Male Female

82% 81%

18-29yrold 30-49yrold 50-64yrold

84% 82% 69%

*Measuresprofileof739participantswhohaveengagedinmobilecommerceinthelast6-12monthsfromthedate of the survey.



Appendix 2 –Mobile Shopping Behavior by User SegmentsThe amount of time users spend on mobile shopping varies by gender, age and device.

43%

30%

20%

5%

2%

31%

35%

21%

8%

5%

48%

35%

15%

2%

Less than 1 hour

1-2 hours

3-5 hours

6-10 hours

10+ hours

Average Weekly Time Spent on Mobile Shopping Websites, By Age

18-29 year-old

30-49 year-old

50-64 year-old

50%

29%

14%

5%

3%

38%

31%

19%

8%

4%

63%

28%

7%

2%

Less than 1 hour

1-2 hours

3-5 hours

6-10 hours

10+ hours

Average Weekly Time Spent on Mobile Shopping Apps, By Age

18-29 year-old

30-49 year-old

50-64 year-old



35%

36%

20%

6%

3%

41%

30%

20%

5%

4%

Less than 1 hour

1-2 hours

3-5 hours

6-10 hours

10+ hours

Average Weekly Time Spent on Mobile Shopping Websites, By Gender

Male

Female

43%

32%

14%

7%

3%

48%

28%

17%

4%

3%

Less than 1 hour

1-2 hours

3-5 hours

6-10 hours

10+ hours

Average Weekly Time Spent on Mobile Shopping Apps, By Gender

Male

Female


50%

37%

32%

33%

58%

43%

53%

30%

35%

33%

46%

25%

38%

26%

14%

21%

23%

21%

8%

19%

17%

5%

3%

9%

8%

1%

4%

4%

4%

Android

Blackberry RIM

iPhone/iPad

Palm


Windows Mobile

Other

Average Weekly Time Spent on Mobile Shopping Websites, By Device

10+ hours

6-10 hours

3-5 hours

1-2 hours

Less than 1 hour


55%

46%

38%

48%

64%

50%

73%

30%

34%

28%

44%

27%

40%

18%

11%

13%

21%

9%

10%

5%

2%

2%

10%

9%

2%

5%

3%

5%

Android

Blackberry RIM

iPhone/iPad

Palm


Windows Mobile

Other

Average Weekly Time Spent on Mobile Shopping Apps, By Device

10+ hours

6-10 hours

3-5 hours

1-2 hours

Less than 1 hour


Appendix 3 – Mobile Shopping Satisfaction by User SegmentsSatisfaction levels with mobile shopping on apps or websites tend to show the greatest variation when users are segmented by device.

Distribution of Satisfaction Ratings, Mobile Shopping Websites.

Rankedfrom1to7(7=VerySatisfied),ByDevice


iPhone/iPad Palm Symbian(e.g.,Nokia)

Windows Mobile

Other

7 28% 27% 32% 24% 25% 19% 22%

6 36% 32% 36% 36% 0% 14% 29%

5 22% 27% 21% 24% 50% 48% 29%

4 12% 7% 6% 4% 8% 10% 6%

3 1% 4% 3% 0% 8% 10% 6%

2 0% 1% 0% 0% 8% 0% 2%

1 1% 1% 0% 8% 0% 0% 2%

Never used

0% 2% 1% 4% 0% 0% 4%

Distribution of Satisfaction Ratings, Mobile Shopping Apps.

Rankedfrom1to7(7=VerySatisfied),ByDevice


iPhone/iPad Palm Symbian(e.g.,Nokia)

Windows Mobile

Other

7 32% 31% 35% 24% 17% 10% 16%

6 30% 31% 36% 44% 33% 38% 25%

5 20% 18% 21% 12% 17% 33% 29%

4 10% 8% 4% 4% 17% 5% 8%

3 1% 2% 2% 0% 0% 5% 8%

2 0% 1% 0% 4% 8% 0% 2%

1 1% 1% 0% 4% 0% 5% 2%

Never used

4% 7% 2% 8% 8% 5% 10%


Appendix 4 – Browser vs App Preferences by User SegmentsWhether consumers prefer to use a browser or an app to shop on their mobile devices tend to vary by age and device.

10%

13%

47%

30%

1%

10%

17%

46%

27%

11%

17%

50%

20%

2%

Link from text messages (SMS, MMS)

Link from email



Other

Primary Way of Accessing Consumer Products/Shopping Sites for First Time from a Mobile Device, By Age

18-29 yr old

30-49 yr old

50-64 yr old


34%

26%

45%

16%

8%

19%

16%

66%

73%

55%

84%

92%

81%

84%

Android

Blackberry RIM

iPhone/iPad

Palm


Windows Mobile

Other

Preferred Way to Shop from Mobile Device, by Device

Mobile app

Mobile browser


8%

8%

12%

4%

17%

19%

2%

8%

21%

15%

16%

8%

19%

14%

43%

48%

42%

56%

58%

57%

65%

40%

22%

30%

24%

17%

5%

18%

Android

Blackberry RIM

iPhone/iPad

Palm


Windows Mobile

Other

Primary Way of Accessing Consumer Products/Shopping Sites for First Time from a Mobile Device, By Device

Link from text messages (SMS, MMS) Link from email



Other

To stay ahead of the mobile commerce curve, leading multichannel retailers worldwide use Adobe Scene7 to optimize the delivery of their rich merchandising experiences to all channels including mobile, web, email, social & print.

To learn how Scene7 can help you deliver rich media, optimized for mobile, or any other channel please contact us:

800-309-9301|[email protected]

Other Adobe Mobile ResearchAdditional mobile-related research sponsored by Adobe:

• Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel & Shopping• Adobe Scene7 Mobile Commerce Survey: Are You Dialed in?

Emails7marketi[email protected].

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About Adobe Online Marketing SuiteTheAdobe®OnlineMarketingSuite,poweredbyOmniture®,offersanintegratedandopenplatformforonlinebusiness optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, e-mail, social, video and mobile. The Suite enables marketerstomakequickadjustments,automatecertaincustomerinteractionsandbettermaximizemarketingROI,which,ultimately,canpositivelyimpactthebottomline.www.omniture.com

About Adobe Scene7The Adobe Scene7 cross media publishing platform is the industry-leading solution for delivering dynamic content to any channel – web, email, print and mobile. With Scene7, businesses can improve the entire selling and marketing cycle from attracting customers, to guiding them to the right products and services, to successfully converting them into loyal buyers. Scene7 is performance optimized to dynamically generate and deliver unlimited variations from master imagery—shortening time to market and drastically reducing costs. Solutionsformanaging,enhancinganddeliveringdynamicmediaincludeScene7PublishingSystem,MediaPortal,DynamicImaging,DynamicBanners,eCatalogs,eVideos,VisualConfigurators,Web-to-Print,Web&Social,Email&Print,andMobile&Multi-Screen.LeadingcompaniesusingAdobeScene7solutionsincludeQVC,Harrods,Macy’s,OfficeDepot,PoloRalphLauren,La-Z-Boy,Blockbuster,VFCorporationandLeviStrauss & Co. For more information about the Adobe Scene7 cross media platform, visit www.scene7.com.

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