What Do Users Want From Mobile Commerce Sites?
Post on 26-Jan-2015
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Source: Morgan Stanley, Global Internet Trends, April 12, 2010
Mobile and Tablet will overtake PC users by 2014
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Mobile commerce no longer early adopter, it’s mainstream
Source: ROI Research & Microsoft study, March 2011
• 53% look for deals and coupons
• 52% read user reviews on device
• 69% check on order info
• 52% share product information with others
40% of consumers using mobile to purchase products
3
Mobile bookers spend $3,861 annually - $1,300 more than non-users (representing $170 Billion)
Source: PhoCusWright 2010 Traveler Technology Survey
Total Online Travelers (103MM)
Check-in, check itineraries
(42%)
Intend to book on mobile phone (35%)
• 58% of smart phone travelers interact with travel companies
• 42% plan to check-in
• 35% intend to book travel, up +16% YOY
US Travel Mobile Market Opportunity
Travel category is poster-child for mobile commerce
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Location-based functionality and time-sensitive offerings drive purchase
Source: Travelocity Survey, March 2011, n= 1,253
Check-in, check itineraries (42%)
Intend to book mobile phone (35% or 36MM)
2011 US Mobile Booking Survey
Booked Travel
Hotels 83%
Flights 48%
Car Rentals 31% Vacation Packages 9% Other 4%
• 65+% of mobile users are booking hotels same day
• 39% of all travelers will research travel on their phones
• Majority using search, maps and more for just-in-time itineraries
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Consumers shifting purchases in-trip
Design product solutions for core targets
Total ‘Online Traveler’ Population
Pragmatic Under 40s
Anytime, AnyplaceUnder 30s
Primary •Younger (under-30)•Less brand loyal •Device agnostic •UGC important•Deals and social features
Secondary•Under 40•Pragmatic and time constrained•Expect highly relevant experiences
Source: Internal Qualitative Groups May & June 2011, PhoCusWright 2010 Traveler Technology Survey
Target Segments younger, affluent, less brand loyal
Source: Amadeus U.S Air Travel Survey, April 2011, n =1,000 Age 18-34
Heavy consumers leaning towards Apps
8
Dream & Discover
Shop & Book
Share & Play
Social media & user generated content are must-have experiences to engage shoppers
Source: PhoCusWright 2010 Traveler Technology Survey
• 48% of travelers post on social media
• 32% are influenced by social reviews
• 20% solicit tips and advice on social networks
• 19% are fans of travel companies
• 13% use social networks to shop for travel
Social media core to purchase
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Marketing Tips
• SEM and SEO are fragmented and under-optimized, play to win
• Mobile media vehicles still evolving, don’t despair!
• Your obvious assets can be the biggest drivers of App downloads
• Combat high App churn by extending product relevancy
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