© 2011 Crain Communications Inc. Mobile Marketing Q4 Trend Report - The Incredible Potential World...

© 2011 Crain Communications Inc.

Mobile MarketingQ4 Trend Report - The Incredible Potential World of Mobile Commerce: Is it a Phone, a Wallet or a Shopping Mall?

Mobile Marketing Q4 Trend ReportThe Incredible Potential World of Mobile Commerce

People Use Mobile Phones EverywhereIn-store usage is third most-common location. Q: Where do you use your smartphone?

Base: Smartphone users (5,013); *On the go defined as while commuting, walking

Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011. Chart 1


Base: Smartphone owners Source: Insight Express Q3 2011 Digital Consumer Portrait

Chart 2

Smartphone Owners’ Plans for Holiday Shopping Q: What do you anticipate doing at the holidays on your mobile phone while you are in a store?


Deal-a-Day Usage Frequency, and Method of Accessing Deal-a-Day

Source: comScore MobiLens US; One-Month Average ending August 2011

15.8 million mobile consumers access deal-a-day, with a larger percentage of those accessing through a browser.

Chart 3


Top Deal-a-Day Brands

Source: comScore MobiLens U.S.; One-month average ending August 2011Chart 4

Groupon is the largest player, but plenty of others are getting into the game.


Tablets Win Out Over Phones for Purchases; Phones for In-store Related ActivityBase: Own smartphone and tablet (N=286)

Source: PayPal/IPSOS, October 2011Chart 5


Purchases via TabletsTablet purchases skew toward electronics and media. Food, travel and clothing also popular.Q: What have you purchased on your tablet instead of on your computer or in a store?

Base: Tablet ownersSource: Insight Express Q3 2011 Digital Consumer Project

Chart 6


Tablet and Mobile Phone Search: It’s Couch Commerce

Source: Google internal data 2011. Indexed traffic volume shown hourly for one day.

Tablets and mobile-phone search have distinctly different patterns than desktop search

Chart 7


U.S. Mobile-Commerce Projections Through 2016Forrester projects $6 billion in mobile commerce in the United States this year and $10 billion next year.

Source: Forrester ResearchChart 8


Source: U.S. Online Retail Forecast, 2010-2015, Forrester Research, Feb. 28, 2011

Chart 9

U.S. Online and Web-Influenced Retail Sales, 2009-2015Even e-commerce is tiny compared with web-influenced retail. Mobile will impact both.


Shopping Activities on Mobile Phones

Source: comScore MobiLens U.S., One month average ending August 2011Chart 10

44.4 million consumers, or 19% of the mobile audience, have performed the most common shopping activities on their mobile phones.

8.8 million consumers have done all of the above shopping activities on their mobile phones.


Chart 11

M-Commerce, Purchases via Mobile18% of mobile owners have purchased something on their phone.

Source: Insight Express Q3 2011 Digital Consumer Portrait. Base: Cell Phone Owners


Chart 12

Demographics of Mobile ShoppersLet’s hear it for the younger dads: They’re the most likely to be mobile-shopping.

Source: comScore MobiLens U.S., One month average ending August 2011


Chart 13

Top Retail Sales via MobileMix of top e-commerce, electronics, couponing, entertainment

Source: GroundTruth, August 2011

SITE CATEGORY UNIQUES PAGE VIEWS

Amazon.com Department stores 15,258,444 107,105,148

Microsoft Electronics 14,258,562 11,770,807

eBay Auction 10,985,296 167,460,741

Apple Electronics 8,283,645 19,580,872

Walmart Department stores 6,807,488 141,001,318

Groupon Coupons 5,866,588 14,949,292

Netflix Games, music, movies, books 4,212,047 29,548,634

Endless.com Apparel, shoes and accessories

4,134,047 8,842,497

Target Department stores 4,081,010 77,492,780

Fandango Entertainment and tickets 3,972,364 23,860,113


Chart 14Source: The Nielsen Company. Base: All M-commerce users, Q2 2011

Mobile Commerce Activities by UsersM-commerce activities continued to increase quarter over quarter in 2011.


Source: comScore MobiLens U.S., One month average ending August 2011 Chart 15

Mobile Browser vs. Apps: Shopping ActivitiesRetailers went mad for apps, but the reality is that an optimized mobile website will deliver much more bang for the buck.


Mobile Initiatives of E-tailersSurvey of top 500 e-tailers and mobile initiatives: Progress being made but a long way to go.

Source: Acquity Group 2011, M-Commerce Audit SummaryChart 16


Mobile App Presence of E-tailersMobile app presence of top 500 e-tailers: Android has gained the most.

Source: Acquity Group 2011 M-commerce Audit SummaryChart 17


Mobile vs. Salesperson: The Scan-and-Scram CustomerGet your salesperson out there meeting the scan-and-scram customer head-on.Percentage who will reach for mobile in-store before asking a salesperson

Source: Insight Express, Q3 2011 Digital Consumer Portrait, Base: Smartphone Owners Chart 18


Mobile Commerce: Many Touch PointsMobile-related commerce is not one simple mode but many.

Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011.Base: Have used a smartphone to help shop or purchase in some way (3533)Q: Which of the following ways do you typically approach shopping with your smartphone? Note: “None of these” 15% excluded

Chart 19


See Products In-Store, Order via Phone71% of innovators are in-store checking out products, but then ordering via their phones.% of those who looked at a product in-store and ordered from phone immediately

Source: OgilvyOne and OgilvyAction Global Mobile Recall Study, March 2011. Base: 1,500United States, United Kingdom, Singapore

Chart 20


Chart 21

Privacy Concerns Around Mobile PaymentsConsumers aren’t all sold on using their mobile devices as wallets, and not everyone trusts his or her privacy will be protected.

Source: Nielsen, Consumer Confidence Survey Q1 2010, Q3 2010


Chart 22

Mobile Phone Shopping BarriersSecurity is still a hurdle for many consumers. Q: What stops you from using your mobile phone to shop?

Base: Smartphone ownersSource: Insight Express Q3 2011 Digital Consumer Portrait.


Chart 23

The Coffee Commerce TimelineHow and when Starbucks rolled out its mobile-payment strategy

Source: Starbucks


Chart 24

Challenges to Mobile PaymentsChief technology officers see NFC as the most likely way mobile payments will be rolled out.

Source: Deloitte Future of Mobile Payments Survey, April 2011


Chart 25

Challenges to Mobile PaymentsSeveral hurdles need to be cleared before mobile payments become widespread in the United States.

Source: Deloitte Future of Mobile Payments Survey, April 2011


Chart 26

Preparedness of Key Players to Deploy Mobile PaymentsMerchants are the laggards at getting ready for mobile payments.

Note: Percentages may not add up to 100% due to rounding. Source: Deloitte Cell Me the Money, April 2011


Chart 27

Most Trusted Brands in Mobile PaymentsGoogle may want to own the mobile wallet, but other brands have a leg up on trust for payments; % of respondents expressing trust:

Source: Ogilvy & Mather Mobile Shopper Survey, August 9, 2011

© 2011 Crain Communications Inc. Mobile Marketing Q4 Trend Report - The Incredible Potential World...

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