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:
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:
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.
Researchers at École Polytechnique de Montreal have been working on what they call “smart textiles” or “E-textiles”, capable of energy storage and sensing applications.
The idea is to blend useful technology with modern textile methods, creating next generation materials. Imagine answering your phone just by touching a spot on your jacket, which also contains the audio and a microphone in the hood?
Bikers could have signals built right into their jackets, invisible until turned on. Your clothing could monitor your fitness and health, charge your devices, even have a computer built right in. There are any number of interesting and futuristic applications that could come of this research.
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Last week Techvibes reported that Rogers Communications was launching Rogers One Number - a service that allows Canadians to extend their Rogers wireless number to their computer. Rogers One Number lets you text and talk from your computer and video chat with other Rogers One Number users on your computer, all using your wireless number.
Today, CounterPath Corporation announced that they're the technology behind One Number and have entered into a commercial agreement with Rogers Communications.
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This morning Canada's favorite loyalty program launched a re-designed mobile app and its been gamifed.
AIR MILES Collectors with Android and iPhone devices can now get on the go access to information such as account balances, improved browsing of the complete dream rewards catalogue and in-store bonus offers at sponsor locations based on GPS.
“With more than 10 million AIR MILES Collector accounts we know how important it is to provide new and relevant offers to Collectors. Our Collectors provided their feedback through our social media channels asking for the App on Android, so we listened” says, Neil Everett, Chief Marketing Officer, AIR MILES Reward Program. “With the AIR MILES App Collectors are able to stay connected with AIR MILES offers, and promotions optimizing opportunities to earn reward miles.”
Among the new features of the re-designed app is the Check-in Challenge which is on now until April 30th.
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Over the past couple of weeks the "Sh*t People Say" trend has worked its way through the tech startup community and has now landed in Canada.
Following what is probably the biggest Internet meme of 2012 so far — Sh*t Girls Say, inspired by Twitter account ShitMyDadSays — news site VentureBeat jumped on the bandwagon and released Sh*t Startup People Say. Poking around on YouTube uncovered Sh*t Tech Entrepreneurs Say which may even be better.
This week Sh*t Canadian Founders Say starring Shawn Borsky was released by Toronto's LegalReach and it's the best of the bunch. Techvibes might be a little biased though, have a watch and pay attention at the 47 second mark.
While the masses in the United States shot down SOPA, the lobbyists have turned to other countries like Canada to enact similar Internet game-changing laws through legislation called ACTA, TPP and Bill C-11.
Interim Liberal Leader Bob Rae has said on Twitter: "Conservatives have invoked closure to get it (Bill C-11) into a committee. They are ramming through every piece of legislation."
You can oppose the Internet lockdown on Open Media's website here by signing the petition.
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Last month, Wilf Dinnick, the founding editor and CEO of Canadian startup OpenFile received an award as J-Source Canadian Newsperson of the Year.
"The jury applauds his courage to put his own reputation on the line to create new and innovative approaches to engaging citizens with local, public service journalism in an independent environment, without the backing or safety net of working within an established news organization," said Janice Neil, chair of the jury and editor-in-chief of J-Source.
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According to The Verge, Microsoft is planning to open four new stores over the coming months and its first international stores in Canada later this year.
Microsoft's Kevin Turner revealed last July that the company plans to open up 75 new stores over the next two years and it now appears that one of those stores will be in Toronto.
Following the trend of locating in malls that already have Apple as a tenant, look for the Toronto location to open in Eaton Centre in time for the 2012 holiday shopping season.
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Canadian Startup of the Year Wattpad announced today on their blog that users spent more than 1 billion minutes on the service in the month of January.
According to co-founder and CEO Allen Lau growth comes from a combination of attracting new users and convincing each of those users to spend more time on the site. The average session for web users was 30 minutes, while visitors on Android devices spent an average of 28 minutes.
“We are relying more and more on new users now,” Lau told TechCrunch. Given the Android stats, in particular, “There is simply not much room to grow further (we only have 24 hours per day).”
Of those 1 billion minutes, Lau says that about one-third came from the Web, while another third came from Android, 20 percent came from iOS devices, and the remainder coming from mobile platforms like BlackBerry and Windows Phone.
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Later this month Profit by Design will hit Vancouver that will bring together business leaders and top designers, market leading companies, and investors who know how to profit by design.
Creative Led Innovation is now a key driver for business success: by convening design and business leaders in a series of interactive workshops and stimulating presentations, Profit by Design will help participants connect with the business models, thinking and leaders that will drive innovation in your company.
Day One includes a track for ground-breaking startups who will deliver the stories behind their creative led innovation. Additionally the most established innovation icons in the nation, such as Bombardier, Lululemon, and Research in Motion will go behind-the-scene to demonstrate the magic of their international competitiveness.
Day Two focuses on in-depth investigations of principles, strategies and how-to methods with small scale workshops. A full speaker lineup includes a luncheon address with Canada's most popular Dragon not on Dragons' Den, W. Brett Wilson.
Presented by the Association of Canadian Industrial Designers [ACID], Profit By Design is on February 24th and 25th on Granville Island. Register online to attend.
