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Monday, December 3, 2012

Tradedoubler research shows how mobile shopping behaviour is linked to operating system

Retailers can only fully understand mobile shoppers when they know what device is being used, according to a report from affiliate marketing specialists Tradedoubler. The company’s new Mobile Devices & Behaviour study, which contacted more than 2,000 smartphone users in Germany, Sweden, France and the UK, discovered that mobile shopping behaviour can closely be linked with the consumer’s chosen device and operating system.

Apple iPhone

People with an iPhone were most likely to use the mobile web every day. In fact, 80% of iPhone users accessed the mobile web daily while 75% of Apple iPhone owners used apps every day. 28% searched for vouchers and coupons at least once a week; 25% searched for vouchers in-store and 22% received location-based special offers. Price comparison apps were used by 21% of iPhone owners, while 23% had daily deals installed on their iPhones and 20% used their phone as a loyalty card.

When it came to buying, 46% of iPhone owners researched products weekly and 20% made mobile purchases at least once a week.

BlackBerry

BlackBerry owners were most likely to describe mobile commerce as a frustrating experience but still came second to iPhone users in terms of regularly researching products (31% via mobile at least weekly) and purchasing  (13% at least weekly).

Android

This group of smartphone owners appeared to be the least-important target for retailers, with only 10% of them purchasing weekly via mobile. They were much more likely to do their shopping research via the web browser rather than an app; 19% on a browser versus 9% using apps.

Tablets

Almost a quarter of smartphone owners - 23% - already own a tablet, with a further 36% expecting to buy one in the next 12 months. 35% of tablet owners said the device was a preferred means of purchasing products, with 18% of owners having spent more than £500 in one transaction.

Dan Cohen, Market Unit Leader at Tradedoubler, said “Our research shows that shoppers’ paths to purchase on mobile can resemble a maze. So understanding how different mobile devices and operating systems influence and drive consumer behaviour – from the initial research through to the point of purchase - is vital. For example, unlike experienced iPhone users, many Android owners are experiencing a smartphone for the first time. However, given the platform’s growing share, it will become increasingly important to engage Android owners effectively.”

“The varying patterns of behaviour across different devices revealed by our research leave marketers with two options when it comes to developing a mobile strategy for performance marketing: target solutions at the groups who are most engaged with shopping on their devices, or develop a strategy that can work across devices and channels by side-stepping the limitations and frustrations of certain platforms. We believe that by targeting investment carefully, brands and retailers may be able to achieve both.”

Overall, the report recommends that brands and retailers should adopt a seamless approach across online and off-line channels with mobile-optimised websites and affiliate programmes, reinforced by daily deals, voucher codes and other performance marketing initiatives.

[Research]

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Opinion Articles

A Sure Signal from Vodafone

Mark Bridge writes:

Today I've been using my mobile phone at home. For many people that’s not an unusual thing to do – but it is for me because, around here, coverage indoors isn’t particularly good. Downstairs it’s previously been non-existent. But this morning everything changed.

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Physician uses cell phones to bring health care to the poor

Natalia Ardanza of voanews.com writes:

In Africa there is another use for mobile phones. Public Health workers in Kenya are now using mobile phones to gather health information from patients in remote areas and upload it to the internet for instant analysis at distant centers. And it is all happening thanks to Dr Joel Selanikio.

Author: The Fonecast
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Making dumb touchscreen phones was a smart move

Mark Bridge writes:

I remember a report from last year that said ‘non-smart’ touchscreen handsets – generally those without a popular operating system – would be bad news for mobile operators.

Conventional touchscreen smartphones tended to result in higher-than-average ARPU thanks to their early-adopting tech-loving users, their web-friendly browsers, their email programs, their app-friendly operating systems and their fast 3G connectivity. However, dumber touchscreen devices – those with a manufacturer’s own proprietary OS and perhaps a clumsier browser – could generate 23% less ARPU than smarter phones. So, if touchscreen dumbphones weren’t good for networks… and weren’t really good for consumers either… manufacturers wouldn’t really bother with them. Right?

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"Hello Nexus One" I say...

James Rosewell writes:

Mark’s been encouraging me to write an opinion piece on the Nexus One for the last few days and I’m finally putting fingers to keyboard to share my experiences. It’s taken so long because this phone has so many features. On a positive note I could go into details about the gorgeous screen, the Android Marketplace that will out-sell Apple’s over the next 18 months, the built-in satellite navigation service and the speedy processor that makes everything run smoothly in real time. Or on a less positive note, the touch screen keyboard that sucks (think carefully about this if you’re a heavy texter or emailer, it’s even worse than the original iPhone), the lack of ActiveSync for Calendars and Tasks, no support for WMA music files or the clunky zoom functions on the web browser.

However I’m going to focus on voice dictation. Nexus One is the first phone I’ve used with this feature.

Author: The Fonecast
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The Amazon Kindle prepares to fight the Apple iPhone and Tablet

Mark Bridge writes:

Here’s a curious thing. Firstly, Amazon creates the Kindle. It starts selling the Kindle in the USA with a mobile deal that lets users download electronic books and newspapers wherever they are. Then it starts selling the Kindle to us in the UK, although – hang on a moment – it’s not talking about a UK mobile deal. Instead it still seems to be ‘roaming’ from the AT&T network. Next comes the larger-screen Kindle DX – also roaming away when it reaches our shores. And now Amazon is talking about third-party downloadable applications for the Kindle. Yes, a mobile device with downloadable apps. Hold that thought; I’ll be returning to it.

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