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How Mcommerce and Tablet Commerce Impacted Holiday 2011 Sales
(Multichannel Merchant Via Acquire Media NewsEdge) Mobile’s importance as a marketing channel grew
significantly in 2011. Advertisers are starting to see as much as
14% of their online sales from mobile devices, according to
IBM Coremetrics data. As the mobile channel
grows, the challenge for marketers is to understand these consumers
and their motives. By analyzing data from the 2011 holiday season,
we find some intriguing insights.
Mobile’s
importance
First off, let’s review the growing significance of the
mobile channel. A number of iProspect’s clients started to
see major shifts in traffic and revenue this holiday season. The
immediacy of mobile is being utilized by consumers on key shopping
days like Black Friday and Cyber Monday. In addition,
mobile’s share of revenue increase the week of Christmas.
Last minute shoppers were utilizing their mobile devices while
in-store to check prices, inventory and store hours.
As Cam Balzer, chief marketing officer at
crowdsourcing t-shirt company Threadless, states, “Mobile is
reaching the point where it's non-optional. It's becoming critical
on traffic."
Consumer behavior
With the holiday season coming to a close, we can now reflect on
the data gathered from these mobile consumers to find key insights.
At iProspect, we have noticed a huge difference between mobile
consumers and desktop consumers but the differences do not end
there. We also have seen different behaviors from tablet consumers
and smartphone consumers. Lastly, the operating system of the
mobile device also tells us about the consumers and their
behaviors.
Here are some key findings from our holiday mobile
campaigns:
Mobile: Tablets &
Smartphones
Black Friday shoppers and last minute shoppers took advantage
of mobile’s immediacy to do their holiday shopping.Mobile's share of traffic and revenue increased the week before
Christmas to as high as 17%. Mobile's share remained elevated after
the holidays as new consumers received tablet and smartphone as
gifts for the holidays.Tablets
Tablet owners tend to have higher incomes and be tech savvy. This leads to a
higher propensity to purchase online.In addition, tablets provide for a more intuitive shopping
experience than smartphones, consumers are more likely to purchaser
larger ticket items on a tablet vs. a smartphone. This is evident
in a 15% higher average order value for tablets then
smartphones.Tablets are critical to online mobile revenue. For one of our
large national retail clients, tablet traffic made up 21% of their
mobile traffic but 53% of their mobile revenue during the holiday
season.Smartphone
Smartphone consumers use their phone in a more practical sense
then tablet consumers. Smartphone consumers are more likely to access local store
information than tablet consumers. Location extensions are 10 times
more popular on smartphone devices than tablet devices with one out
of every 10 smartphone users calling a local store.iPhone users spend on average 4% more than their Android
counterparts and are 14% more likely to make an online
purchase.Mobile’s influence on online sales is growing, as evident
by the ever-increasing share of traffic and revenue from mobile
devices this holiday season. Learning about mobile consumers is
increasingly important due the high growth rates.
Consumer behavior differs from the various mobile devices.
Tablet consumers are more likely to make a purchase from your
online site while smart phone users are more likely to call a local
store for information.
If not already done so, marketers should separate their mobile
marketing efforts by device type and operating system to better
meet the needs of mobile consumers. Mobile marketing has reached a
point where it can no longer be ignored.
Scott Randel is a paid
search strategist with iProspect.
© 2012 Penton Media
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