Are Consumers Making In-App Purchases?

The age of the mobile-first consumer is here. Over the past four years, mobile technology has forever changed the way consumers discover, research, purchase and recommend products.
Apps are one of the most popular mobile platforms. On average, consumer has nearly 30 different apps on their smart phone. But are they making purchases in these different apps?

• One in three consumers use retail apps on a weekly basis
• Less than 20% of retail apps provide in-app purchase
• 54% of mobile users said they were not interested in the ability to make in-app purchases
• 20% were interested in the ability to make in app purchases
• 4% of mobile users have make in-app purchases on a daily basis and 7% make those purchases on a weekly basis
• Under 10% have made in-app purchases on a monthly basis

What Does This Mean To You?

Consumers love their apps. Nearly 90% of mobile media time is spent through apps.  While nearly 55% of consumers said they are not interested in make in-app purchases, which will most likely change. Look at it this way – less than four years ago, there was research showing that consumers were not likely to use their mobile devices to go online or shop via mobile device.
Then mobile shopping exploded during the holiday season three years ago.
Does this mean that consumers will soon flock to making purchases in-app?
Maybe, Maybe not. But with so many consumers, spending so much time on apps, it’s a good bet that in-app purchasing could be on the rise. The other factor that could influence in-app purchasing is beacons and disruptive notifications. Beacon technology and the “internet of things” is bound to be the next wave of mobile engagement. Look for beacons to become much more common this holiday shopping season. For more information on how to maximize your mobile offerings, please call:

Al Fiala
amfiala@gmail.com

Source: eMarketer; 451 Research; Forrester Consulting; L2 Think Thank

What Influences College Spending

Yesterday, we posted information on the spending behaviors of college students. Today we’ll look at what influences that spending behavior. The more you can do to connect with those influencing factors, the more likely you will benefit from increased spending.

• Nearly 60% of college students say that recommendations from their friends are very influential in what and where they spend
• 55% of students say that online coupons are highly influential and 45% say the same as mobile coupons
• Nearly 40% say that product review sites are very influential in their spending patterns
• 34% say the ability try or test driving products before buying influences them to purchase
• Over 30% say that general word-of-mouth or buzz is very influential in what they buy

What Does This Mean To You?

Because the opinions of friends are so import, there are two things that should be investigated.
Loyalty programs and testimonials. Students, like all consumers will share great offers. Also, college students want to be considered influencers. When you get a student involved in a loyalty program, it gives you the opportunity to communicate directly with them. Whether it’s email, text or even direct mail, students can easily forward or pass along a great offer. Great offer being key to the amount of sharing that will happen. Testimonials are also important. College students will identify with other college students. If you reward your customers for endorsing your products, you will see an increase in endorsements and great word of mouth. You need to promote these endorsements as well. If you get a positive post, tweet or email don’t forget to say thank you.
It’s also evident that students like coupons and mobile should be an important piece of your coupon strategy. Mobile messaging can give you a competitive advantage because students are so highly reliant on their mobile devices.
It’s also time to investigate both beacon technology and mobile payment
options. Beacons and the “Internet of Things” will have a growing importance this holiday season. The more you know now, will ensure you are not
playing catch-up later. For more information on leveraging existing
audiences, please contact:

Al Fiala
amfiala@gmail.com

Source: eMarketer; Fluent

Are College Students Cutting Back

College students hold a great deal of spending power. But, some are facing increasing financial pressures. Now that classes are back in session, a new report is out that details the changing spending behaviors of today’s college students.

• 44% of students say they are cutting back on school expenses because they already have key items
• 33% say they are spending more on discretionary items like concert tickets and fun items
• 30% are going to more on certain key items that they need
• 28% are going to cut costs on school expenses even if they need certain key items
• 25% are going to spend less on discretionary items

What Does This Mean To You?

Focus on promoting value. College students buy a wide variety of items – from pizza to laptops. To ensure that they keep your business top of mind, you need to stay relevant. While price is always a concern, promote the savings or the experience you items can deliver.
Yes, a new laptop can carve a large piece from a student’s budget – but how much time is wasted trying to limp through on an old machine that is on life support. Or worse, what happens if it gives up the ghost in the middle of something important.
For more discretionary items, focus on the fun and the shared experience that you can provide. Think of your own college experience, are your best memories based on typing term papers or the fun you had with friends. For more information on generating more from target audiences, please contact:

Al Fiala
amfiala@gmail.com

Source: eMarketer; Fluent

What are Mobile Shoppers Looking For?

In yesterday’s post, we delved into the growing importance of mobile and some of the mobile innovations that are on the horizon. Today, we’ll look at what mobile consumers are looking for and how you can help create deeper connections with them.

● Pricing and location information makes up roughly 60% of all mobile shopping research
● 49% of consumers say they use their mobile devices to find deals
● Over half of consumers are looking for businesses within 5 miles of their location
● 53% of mobile shoppers called the business they were interested in

What This Means To You

One of the big reasons why mobile has taken off with consumers is the convenience these devices offer. The ways they make saving money more convenient is a big driver of mobile adoption.
Yesterday, we mentioned beacons and app Push Notifications.
The combination of these two things can help bring consumers into your store and help them save money. The first step for you is to get consumers to accept push notifications from your app/apps. Consumers don’t mind push notifications, as long as the messaging is valuable.
Way to encourage push notification acceptance is can range from adding it your loyalty program, contesting and in-store POS discounting. The other component is an app. If you don’t have one, talk to your developed about a cost effective app solution. If you have an app, consult with them about adding push notifications and proximity marketing capabilities. For more information on creating more impactful connections with your customers, please contact:

Al Fiala
amfiala@gmail.com
Sources: xAd; Telemetrics

Mobile is the Preferred Customer Platform

Mobile device users rely heavily on their smart phones and tablets. Recent surveys have shown how important consumers think these devices are.
Fairly large percentages of people would give up sex or chocolate for their
mobile devices.
Mobile should be anything but an afterthought. So many functions that were once reserved for the PC have become mobile-first. This drive for convenient functionality is also shown in the rapid growth of mobile-only consumers.
So the question is, where does mobile rank as a platform with your business?
If you don’t consider it that important, recent reports may help you re-prioritize how you think of mobile.

● 50% of time spent online is done on a mobile device
● Nearly half of consumers consider mobile devices their most important resource in the buying cycle
● Over a third of consumers who have shopped on a mobile device are mobile exclusive
● Over half of consumers now start their purchase research on a mobile device
● Only one in five mobile shoppers know exactly what product they are looking for when they start to research

What This Means To You

Mobile is imperative for success today and will become even more important in the future. It’s clear how much consumers depend on their devices. As we move into the next wave of mobile, that level of importance could grow incrementally. Connectables & wearables, beacons, NCF and the Internet of Things are going to forge even stronger bonds between mobile users and their devices.
Mobile changed the way consumers discovered, researched and shopped for items. This next wave of mobile functionality will help brick and mortar locations engage consumers like never before.
Some actions to start considering
• Talk to your developers and make sure that your apps are ready for beacon / Bluetooth LE.
• Add Push Notifications to your messaging strategy
• Investigate the implementation of mobile POS payment

This is just the beginning. Mobile consumer made its first big impact
during holiday shopping about 5 years ago.
Guess what is right around the corner again?
For more information on preparing your business to compete in the fully connected business, please contact:

Al Fiala
amfiala@gmail.com

Sources: xAd; Telemetrics