Mobile Marketing
Q4 Trend Report - The Incredible Potential
World of Mobile Commerce: Is it a Phone,
a Wallet or a Shopping Mall?
© 2011 Crain Communications Inc.
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
People Use Mobile Phones Everywhere
In-store usage is third most-common location.
Q: Where do you use your smartphone?
Base: Smartphone users (5,013); *On the go defined as while commuting, walking
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011.
Chart 1
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Smartphone Owners’ Plans for Holiday Shopping
Q: What do you anticipate doing at the holidays on your mobile phone
while you are in a store?
Base: Smartphone owners
Source: Insight Express Q3 2011 Digital Consumer Portrait
Chart 2
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Deal-a-Day Usage Frequency, and Method of Accessing Deal-a-Day
15.8 million mobile consumers access deal-a-day, with a larger percentage of those accessing through a browser.
Source: comScore MobiLens US; One-Month Average ending August 2011
Chart 3
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Top Deal-a-Day Brands
Groupon is the largest player, but plenty of others are getting into the game.
Source: comScore MobiLens U.S.; One-month average ending August 2011
Chart 4
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Tablets Win Out Over Phones for Purchases; Phones for In-store Related Activity
Base: Own smartphone and tablet (N=286)
Source: PayPal/IPSOS, October 2011
Chart 5
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Purchases via Tablets
Tablet purchases skew toward electronics and media. Food, travel and clothing also popular.
Q: What have you purchased on your tablet instead of on your computer or in a store?
Base: Tablet owners
Source: Insight Express Q3 2011 Digital Consumer Project
Chart 6
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Tablet and Mobile Phone Search: It’s Couch Commerce
Tablets and mobile-phone search have distinctly different patterns than desktop search
Source: Google internal data 2011. Indexed traffic volume shown hourly for one day.
Chart 7
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
U.S. Mobile-Commerce Projections Through 2016
Forrester projects $6 billion in mobile commerce in the United States
this year and $10 billion next year.
Source: Forrester Research
Chart 8
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
U.S. Online and Web-Influenced Retail Sales, 2009-2015
Even e-commerce is tiny compared with web-influenced retail. Mobile will impact both.
Source: U.S. Online Retail Forecast, 2010-2015, Forrester Research, Feb. 28, 2011
Chart 9
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Shopping Activities on Mobile Phones
44.4 million consumers, or 19% of the mobile audience, have performed the most common shopping
activities on their mobile phones.
8.8 million consumers have done all of the above shopping activities on their mobile phones.
Source: comScore MobiLens U.S., One month average ending August 2011
Chart 10
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
M-Commerce, Purchases via Mobile
18% of mobile owners have purchased something on their phone.
Source: Insight Express Q3 2011 Digital Consumer Portrait. Base: Cell Phone Owners
Chart 11
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Demographics of Mobile Shoppers
Let’s hear it for the younger dads: They’re the most likely to be mobile-shopping.
Source: comScore MobiLens U.S., One month average ending August 2011
Chart 12
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Top Retail Sales via Mobile
Mix of top e-commerce, electronics, couponing, entertainment
SITE
CATEGORY
UNIQUES
PAGE VIEWS
Amazon.com
Department stores
15,258,444
107,105,148
Microsoft
Electronics
14,258,562
11,770,807
eBay
Auction
10,985,296
167,460,741
Apple
Electronics
8,283,645
19,580,872
Walmart
Department stores
6,807,488
141,001,318
Groupon
Coupons
5,866,588
14,949,292
Netflix
Games, music, movies, books
4,212,047
29,548,634
Endless.com
Apparel, shoes and accessories
4,134,047
8,842,497
Target
Department stores
4,081,010
77,492,780
Fandango
Entertainment and tickets
3,972,364
23,860,113
Source: GroundTruth, August 2011
Chart 13
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Mobile Commerce Activities by Users
M-commerce activities continued to increase quarter over quarter in 2011.
Source: The Nielsen Company. Base: All M-commerce users, Q2 2011
Chart 14
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Mobile Browser vs. Apps: Shopping Activities
Retailers went mad for apps, but the reality is that an optimized mobile website will deliver much more bang for the buck.
Source: comScore MobiLens U.S., One month average ending August 2011
Chart 15
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Mobile Initiatives of E-tailers
Survey of top 500 e-tailers and mobile initiatives: Progress being made but a long way to go.
Source: Acquity Group 2011, M-Commerce Audit Summary
Chart 16
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Mobile App Presence of E-tailers
Mobile app presence of top 500 e-tailers: Android has gained the most.
Source: Acquity Group 2011 M-commerce Audit Summary
Chart 17
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Mobile vs. Salesperson: The Scan-and-Scram Customer
Get your salesperson out there meeting the scan-and-scram customer head-on.
Percentage who will reach for mobile in-store before asking a salesperson
Source: Insight Express, Q3 2011 Digital Consumer Portrait, Base: Smartphone Owners
Chart 18
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Mobile Commerce: Many Touch Points
Mobile-related commerce is not one simple mode but many.
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011.
Base: Have used a smartphone to help shop or purchase in some way (3533)
Q: Which of the following ways do you typically approach shopping with your smartphone? Note: “None of these” 15% excluded
Chart 19
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
See Products In-Store, Order via Phone
71% of innovators are in-store checking out products, but then ordering via their phones.
% of those who looked at a product in-store and ordered from phone immediately
Source: OgilvyOne and OgilvyAction Global Mobile Recall Study, March 2011. Base: 1,500
United States, United Kingdom, Singapore
Chart 20
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Privacy Concerns Around Mobile Payments
Consumers aren’t all sold on using their mobile devices as wallets, and not everyone trusts his or her privacy will be
protected.
Source: Nielsen, Consumer Confidence Survey Q1 2010, Q3 2010
Chart 21
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Mobile Phone Shopping Barriers
Security is still a hurdle for many consumers.
Q: What stops you from using your mobile phone to shop?
Base: Smartphone owners
Source: Insight Express Q3 2011 Digital Consumer Portrait.
Chart 22
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
The Coffee Commerce Timeline
How and when Starbucks rolled out its mobile-payment strategy
Source: Starbucks
Chart 23
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Challenges to Mobile Payments
Chief technology officers see NFC as the most likely way mobile payments will be rolled out.
Source: Deloitte Future of Mobile Payments Survey, April 2011
Chart 24
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Challenges to Mobile Payments
Several hurdles need to be cleared before mobile payments become widespread in the United States.
Source: Deloitte Future of Mobile Payments Survey, April 2011
Chart 25
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Preparedness of Key Players to Deploy Mobile Payments
Merchants are the laggards at getting ready for mobile payments.
Note: Percentages may not add up to 100% due to rounding. Source: Deloitte Cell Me the Money, April 2011
Chart 26
Mobile Marketing Q4 Trend Report
The Incredible Potential World of Mobile Commerce
Most Trusted Brands in Mobile Payments
Google may want to own the mobile wallet, but other brands have a leg up on trust for payments;
% of respondents expressing trust:
Source: Ogilvy & Mather Mobile Shopper Survey, August 9, 2011
Chart 27