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Wednesday, June 20, 2012

New research shows how mobiles are disrupting high-street shopping

New research commissioned by affiliate marketing pioneer Tradedoubler and carried out by Forrester Consulting has shown how mobile commerce is transforming consumer behaviour.

The European study revealed that 53% of smartphone users are now buying goods and services on their devices, while 71% of smartphone users are researching potential purchases via mobile. Overall, around a quarter of all mobile research sessions end with a purchase being completed on the phone itself.

Mobile devices are also used in-store: 42% of users have compared prices while shopping, while 13% have actually switched to a different shop after spotting a more attractive offer.

However, the mobile experience is still a problem for many consumers, with 26% saying they’d  buy via mobile more frequently if websites were better optimised for their phone.

Urban Gillström, CEO of Tradedoubler, said “This research represents a wake-up call for all businesses that still believe an m-commerce strategy is a ‘nice to have’ rather than business critical. Consumers increasingly expect a seamless, multi-touch, multi-channel experience across mobile, online and in-store platforms. The future belongs to the advertisers that can deliver that, but it can be difficult for them to know where to start. We have undertaken this research as part of our commitment, not just to creating a world-leading mobile affiliate marketing and analysis platform for our customers, but to helping organisations across the industry better understand what they can do to take their first steps in m-commerce.”

Tradedoubler’s research involved more than 2,000 smartphone users in the UK, France, Germany and Sweden.

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Opinion Articles

Is Android losing its impact for Google?

Mark Bridge writes:

Recent figures released by ABI Research have prompted the market intelligence company to ask whether Google is losing control of the Android ecosystem.

At first glance, Android dominated smartphone shipments for the final quarter of 2013. ABI Research says 77% of the 287 million smartphones shipped in Q4 2013 were running Android.

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It’s time to prepare for the upcoming surge in signaling traffic

Robin Kent writes:

After initially suffering from slow pick up by consumers, 4G has begun to accelerate, and is now well on the way to the forecasted one billion subscribers by 2017. In fact EE, owner of T-Mobile and Orange, recently announced the addition of 493,000 new 4G customers to its existing base of 1.2 million.

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Mobile phone coverage: is this as good as it gets?

Mark Bridge writes:

A new report has highlighted the issue of poor mobile phone coverage in rural Sussex villages. BBC Sussex invited me onto their ‘Sussex Breakfast’ radio show to explain what could be done - and, as usual, I made enough notes for a lecture rather than a three-minute interview.

Here’s what I would have liked to have said if I’d been given a disproportionate amount of time to talk.

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Last week at The Fonecast: 27th January 2014

Expecting the unexpected

Mark Bridge writes:

Great news for mobile phone users. Ofcom’s new rules preventing unexpected mid-contract price rises came into force last week, which means UK consumers can no longer be surprised by their subscription charge increasing while they’re still locked into a minimum-term deal.

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Ofcom changes the rules for mobile phone contracts... and so does O2

Mark Bridge writes:

This week, new Ofcom rules came into force. They’re designed to avoid unexpected price rises during the minimum term of a mobile phone contract. Yes, just because you signed a fixed-term contract doesn’t mean the charges can’t increase. Networks said they needed this option in case of inflation or regulatory changes. Customers felt trapped.

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