The State of Mobile Shopping Apps
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Transcript of The State of Mobile Shopping Apps
The State of Mobile Shopping Apps
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Presenters:
• Sharon Magen, Director Mobile Solution Sales, International, Teradata Marketing Applications
• Yael Kochman, Head of Content Marketing, International, Teradata Marketing Applications
Follow us: @YaelKochman @SharonMagen
Webinar hashtag: #shoppingapps
3© 2015 Teradata
Trusted by Industry Leaders
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Question: Does your company have a mobile app?
5 @YaelKochman @TD_Mobile
Are Retailers Getting Everything They Can From Mobile Apps?
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State of Mobile Shopping
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Traffic Share: Mobile VS Desktop
2007 2008 2009 2010 2011 2012 2013 2014 2015
2,000
1,800
1,600
1,400
1,200
1,000
800
400
200
0
600
NumberofGlobalUsers(Millions)
Desktop
Mobile
Source:Comscore–MorganStanlyResearch
@YaelKochman @TD_Mobile© 2015 Teradata
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Mobile Accounts For 62% of Digital Time Spent, with App Activity Holding 54%
Source:comScoreMediaMetrixMulti-Platform&MobileMetrixU.S.
@YaelKochman @TD_Mobile© 2015 Teradata
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App vs. Mobile Browser Share of Mobile Transactions
© 2015 Teradata
Source: Criteo : State of Mobile Commerce
@YaelKochman @TD_Mobile
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Mobile Browser vs. App Funnel Metrics
© 2015 Teradata
Source: Criteo : State of Mobile Commerce
@YaelKochman @TD_Mobile
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Growth in Spend Per Device 2014 vs. 2013
© 2015 Teradata
Source: RetailMeNot
@YaelKochman @TD_Mobile
UK Germany France
4.1%14.4% 9.3%
117.2% 134.9%117.4%
PC Smartphones
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UK Mobile Shopping Trends
Mobile Retail Conversion Rates, Q2 2015
Mobile Overall
Android Smartphone
iPhone Android Tablet
iPad
4.2%2.9% 3.4%
4.8%
6.0%
Share of eCommerce Transactions by Device
Android
Smartphone iPhone Android tablet iPad Total Mobile
Q2 2015 6% 14% 4% 21% 46%
Q1 2015 6% 12% 4% 20% 43%
0%
6%Smartphone vs. Tablet (% Mobile Transactions)
Q2 2015 Q1 2015
46% 44%
54% 56%Tablets
Source: Criteo : State of Mobile Commerce
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Overview of Research
14© 2015 Teradata
About The Study
@YaelKochman @TD_mobile
The top 50 online retailers in each country were identified
Apps from these retailers’ websites were downloaded
Push notifications were enabled and engaged user activity was stimulated over a four-week period
15© 2015 Teradata
Participating Countries
@YaelKochman @TD_Mobile
16© 2015 Teradata
Industries
@YaelKochman @TD_Mobile
Fashion
DIY TravelDepartment Stores
Communication Entertainment
I.T.
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Key Findings
18© 2015 Teradata
Out of The Top 50 Online Retailers, How Many Have Apps?
UK Germany France US
96%
70%62%
94%
How Many Have Apps
@YaelKochman @TD_Mobile
19© 2014 Teradata
Apps Per Enterprise
@YaelKochman @TD_Mobile
UK Germany France US Total
4.14 3.9
1.98
5.76
3.94
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Question: Are you sending
push messages?
21© 2015 Teradata
Out of The Ones Who Have Apps, How Many Sent Push Notifications
@YaelKochman @TD_Mobile
UK Germany France US
21% 20%
29%
35%
Series1
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Recommendations: Sending Push Messages
© 2015 Teradata @YaelKochman @TD_Mobile
23© 2015 Teradata
How Many Used a Push Preference Center
UK Germany France US
56%
20% 19%
64%
Push preference center
@YaelKochman @TD_Mobile
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Recommendations: Push Preference Center
© 2015 Teradata @YaelKochman @TD_Mobile
25© 2015 Teradata @YaelKochman @TD_mobile
26© 2015 Teradata
How Many Ask Users to Sign In
@YaelKochman @TD_mobile
23%
61%
16%
France
42%
8%
50%UK14%
80%
6%
Germany
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Recommendations:Sign In
© 2014 Teradata
28© 2015 Teradata
In Europe, None of The Apps Sent an Abandon Cart Campaign
@YaelKochman @TD_Mobile
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Last Minute Travel DealsDon’twaitinlinebookahead!AmazingActivities,ToursandAttractionsinLondon!
now
Slidetoview
Company: Last Minute Travel
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Problem• Drive increased revenue usage with promotions
and special offersStrategy & Tactics• Offer to book activities in the last destination
searchedResults• 19% click through rate• 6% conversion rate for purchase
Case Study: Abundant Cart Campaign Increases Revenue
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How Many Individualized Their App’s Content
© 2015 Teradata @YaelKochman @TD_Mobile
UK Germany France US
31%
3%0%
9%
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How Many Individualized Push Messages
© 2015 Teradata
UK Germany France
13%
3%0%
@YaelKochman @TD_Mobile
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Recommendations: Individualization
© 2015 Teradata
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How Many Apps Incentivized Users to Buy
© 2015 Teradata @YaelKochman @TD_Mobile
UK Germany France
54.0%
74.3%
67.7%63.0%
6.4% 6.4%
Incentive to buy in store Incentive to buy online
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Recommendations:Incentivizing Users to Buy Online
© 2015 Teradata
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In Europe, None Used a Push Message Call to Action!
© 2015 Teradata @YaelKochman @TD_Mobile
36© 2015 Teradata
Recommendations:Call to Action / Action Buttons
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How Many Asked For Location?
© 2015 Teradata
Uk
67%
29%23%
Germany France
@YaelKochman @TD_Mobile
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Recommendations: Location
© 2015 Teradata
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Conclusions
40© 2015 Teradata
Summary of Findings
@YaelKochman @TD_mobile
Only 21-35%
Offered incentives to buy in store, but in some countries only a few
incentivized to buy online
54-73%Used push notifications to
engage their app users
Only 31%Of UK apps individualized their app’s content, with
other countries legging far behind
62-96%Of top 50 brands in each
country have at list 1 mobile app
41© 2015 Teradata
Summary of Recommendations
@YaelKochman @TD_mobile
CommunicatewithyourusersacrossallavailablechannelsOmni-Channel Strategy
Itis…Proper Onboarding Process
ClickicontoaddpictureSend push notificationsDon’t be afraid to engage your users!
Use insightsTo individualize your mobile marketing
Let them chooseUse a push preference center to allow your users to control the content they’d like to opt-in to
Enable email sign inIn order to integrate data. But make sure it’s not mandatory