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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

RIM is still committed to the consumer market... like there was ever any doubt

Mark Bridge writes:

There are times I feel like turning my back on the mobile phone industry and joining a monastery. That’s probably not going to happen, given the monks’ tradition of not admitting wives. But yesterday was another of those frustrating occasions. Let me tell you why.

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Are social media and smartphones really killing SMS and MMS?

Mark Bridge writes:

A couple of research reports this week have noted that text messaging and picture messaging growth is slowing down. Could this be the end for our trusty friend SMS and its bolder, brighter (and slightly flakier) sibling MMS?

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Last week at The Fonecast: 26th March 2012

Mark Bridge writes:

It’s been a week of ups and downs for the mobile industry.

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New product overtakes old product: why the surprise?

Mark Bridge writes:

Sometimes I’m a simple soul. This is one of those occasions. I simply don’t get what all the fuss is about.

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Mosaik Solutions: providing mobile coverage data by putting all the pieces together

Mark Bridge writes:

Some parts of the mobile industry are all glamour and glitz, megapixels and multi-cores, apps and ads. And then there are the essential parts of the industry, quite often with considerably less competition... and therefore accompanied by less singing and dancing.

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