Understanding the Mobile Consumer

Not too long ago I wrote an article about how the mobile consumer is using web pages for the majority of their online shopping.  Attending the mPower Business event I learned the complete picture on how the mobile consumers interact. Jonathon Carrigon, Product Development Manager at CBC, presented the changing needs of the mobile customer. In his presentation he explained how large the mobile space is and will become, the way mobile consumers use mobile websites, and some repercussions of having a bad mobile experience.

The Mobile Era has Arrived

By 2013 more people will connect to the internet through mobile devices than laptop and desktop PC’s combined. Mobile searches have increased 4 times as much than in 2010. The number of mobile buyers will nearly triple by 2015. E-marketer has reported US mobile commerce sales at $6.7 billion for 2011 which is expected to grow to $31 billion in 2015.

The evidence of the mobile era is indisputable and it forecasts a gloomy future for businesses that are unprepared and a golden path of opportunity for those that are. Before having a website with contact information and an about section was enough, then the website had to be more sophisticated with inventory information, social media platforms and flawless design; and now it has to be compatible across different mobile platforms. While these expectations can be daunting and the numbers intimidating there is still time to get ready for the imminent change in consumer tastes. Furthermore, it could also be an exhilarating time if you are looking for a way to get ahead and engage with your consumers.

Mobile Consumers Expectations

Jonathon also recapped exactly what information consumers are looking for on their mobile devices and how it affects them. When consumers look online:

• 67% want to know the closest stores and if the item they are looking for is in stock.

• 66% of consumers want to know if there are any deals or items of interest

• 43% of consumers want in store direction. For example finding where the PC games section is

• 43% of consumers want help in deciding between brands.

These are only some of the most important features to consider when creating a mobile site. If you are also looking implement a mobile app, E-Marketer has a breakdown of what activities are done on an app and which ones are done on a mobile browser:

As eMarketer stated, “People overwhelmingly use a mobile browser for shopping, searching and accessing entertainment via their smartphones. But when they are navigating or acquiring information, apps are preferred.”

This breakdown can be used as a guideline to create a mobile marketing strategy. Knowing which information to emphasize on a mobile app and which information to emphasize on a mobile webpage is valuable to a mobile strategy. It is important to remember that although some activities are preferred in one platform over the other they should not be neglected in either; at least 30% of consumers prefer the alternative platform and this large minority shouldn’t be disregarded.

How Does Mobile Affect Consumers?

If you are still not convinced about the importance of a mobile strategy here are some revealing numbers into how it affects consumers. When consumers interact with mobile media:

• 82% believe it is a good way to learn about new products and brands

• 80% are influenced to investigate a product or service

• 71% change the way they think about a product or service.

• 65% are influenced to possibly purchase a product

• 43% of local mobile searches result in store visit

• 22% made a purchase

This shows that not only will mobile marketing generate a more engaged clientele but it will also directly increase the bottom line. Interacting with consumers is the key to creating a loyal following and that leads to repeat customers.

Alternatively the impact of not having a mobile ready website is significant. 57% of consumers would not recommend a business with a bad mobile site. Furthermore, 40% have turned to a competitor’s site after a bad mobile experience.

The Canadian Market

30% of Canadians currently hold a Smartphone and this is expected to grow to 50% in 2014. One key statistic is that the iPhone accounted for 83% of mobile traffic in Canada. So it is important to ensure your mobile website is compatible with iOS i.e. no flash sites allowed.

Tablets have only penetrated 5% of Canadian consumers in 2011 and this is expected to grow to 10% in 2012. This isn’t an insignificant market and it will grow. Ensuring your mobile website is already geared for tablets simply makes sense. It’s best to plan for this emerging market then architect a Smartphone only site and then try to work it into tablets. It will likely create either a disjointed experience or incur more costs as you’ll have to create a website twice.