2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 9/07/2012
Mobile Trends
Mobile sales as a percentage of total Web site sales hit 16 percent a month ago (up from 6% last year), according to
the recent IBM Enterprise Marketing Management Fifth Annual Online Retail Holiday Readiness Report, putting
mobile solidly on the retail map. This holiday season, it’s essential that retailers keep in mind the changing behaviours
of the participant. Most notable behaviours include:
– Fast communications. U.S. mobile subscribers send an average of 696 messages a month (Shetan Sharma Consulting), and it’s becoming
more natural for peer-influenced purchase decisions.
– Fast access. Smartphones and tablets account for more than half (52%) of Wi-Fi use, an increase from 30 percent a year earlier, (JiWire).
Among the most common places for smartphone and tablet usage by consumers: shopping malls.
– Mobile TV. Consumers would watch TV programming on their smartphones and tablets, according to research from Mobile Content
Venture. A large number (67%) say they would watch more television content if they could view it live on their mobile device wherever
they are.
– Deals. More of those weekly ad circulars are moving to mobile to deal with the growing digital audience on the move. A pilot program,
which includes retailers such as Target, Walmart, Staples, Lowe’s and Kmart, is from the iCircular group at The Associated Press. The
company said the click-through rate at the average retailer was 1,000 percent higher than a traditional mobile ad.
– In-store payments. Walmart has been testing a new system that allows shoppers to scan items via iPhone and complete their purchase at
self-checkout. Google Wallet now can include MasterCard, Visa and American Express cards. Square is moving into Starbucks. Consumers
will be faced with new ways to pay via mobile. The capability will become expected.
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3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 9/07/2012
Mobile Trends (cont.)
In a recent survey conducted by the Pew Internet Project, 88% of American adults use cell phones and some 43% of
these cell owners now download apps to their phones, which is an increase from the 31% in 2011. As mobile
applications grow in popularity, a substantial share are taking into consideration the way apps deal with users’
personal information:
– 54% of app users have decided to not install a cell phone app once they discovered how much personal information they would need to
share in order to use it.
– 30% of app users have uninstalled an app that was already on their cell phone because they learned it was collecting personal
information that they didn’t wish to share.
Google recently released, “The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour” and
discovered that 90% of people move between multiple devices to accomplish a goal. Report highlights include:
– Nine out of ten people use multiple screens sequentially.
– 98% of sequential screeners move between devices in the same day to complete a task.
– Smartphones are by far the most common starting point for sequential activity.
– 65% of sequential screeners who search for information begin their research on a smartphone.
– 77% of the time that viewers watch TV is with another device:
– 49% watch TV while simultaneously on their smartphone.
– 34% watch TV while simultaneously on their PC/laptop.
– 67% of people have used multiple devices sequentially to shop online
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