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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

Last week at The Fonecast: 26th September 2011

Mark Bridge writes:

Welcome to a summary of last week’s mobile industry news from TheFonecast.com.

The biggest mobile-flavoured story from the past seven days was probably HP’s replacement of its president and CEO. Léo Apotheker is out after less than a year, replaced by former eBay CEO Meg Whitman. It’s not likely to affect the company’s plans for webOS tablets and phones… but it’ll be interesting to see what Ms Whitman does next.

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Don't worry about Facebook Timeline... worry about your data, wherever it is

Mark Bridge writes:

I’m glad I don't work for Facebook. One minute everyone loves you, the next minute they hate you. Multiply that by the 500 million people now using Facebook every day and I’d be pretty insecure.

Author: The Fonecast
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Not all mystery shopping is a complete mystery

Mark Bridge writes:

If you’ve worked in retail, you’re probably aware of the ‘mystery shopper’. This is someone who appears to be a regular consumer but is actually reviewing your performance. Perhaps they’re working for your employer, maybe they’re conducting an independent survey, they may even be reporting for a magazine or newspaper. But they’re about as welcome as a knock on the front door when you’re at home in the shower.

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Only 17 per cent of advertisers have a mobile-optimised site

Google UK head of mobile advertising, Simon Morgan, considers the most significant developments in the field of m-commerce and crunches the mobile numbers.

Over the past year we've seen smartphones overtake PC sales for the first time. The number of people on the mobile web globally has doubled, reaching one billion and in the UK there are now 20 million mobile internet users. If we think of search as being a barometer of consumer interest, in just 12 months there has been a huge shift.

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Geography meets Social Media on 'Geosocial' sites

Ted Landphair of voanews.com writes:

There’s a well-worn phrase in real estate: “location, location, location,” meaning that where a property is located, alone, means more than anything else when it comes to assessing its value.

But ‘location’ is getting new meanings in these days of smartphones and other hand-held devices.

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