Who Are Mobile Dependent Consumers?

Yesterday, we posted information on the amount of mobile only consumers. Since 2010, the number of consumers who have ditched their landlines and gone mobile only has increased by nearly 70%. For many consumers, being mobile only means that their mobile device is the main way they go online. As technology continues to shift, this group of consumers is sure to grow

● Nearly 20% of smart phone owners said that mobile device is either their only broadband internet connection or they had very few other internet options
● Younger adults are more likely to only have broadband their smart phone. 20% of adults from age 18-29 said that the only high speed connection they have is through their smart phone. 11% of adults 30-49 responded the same way
● African-American and Hispanic consumers are much more likely to only have high speed internet through a mobile device. 21% of African Americans and 17% of Hispanics said that their smart phone was their only broadband connection
● Lower Income consumers are more likely to be smart phone dependent for broadband internet. 19% of adults with household incomes of under $30,000 use their smart phone for high speed internet connections

What Does This Mean To You?

If your web presences are not currently built in responsive design, you need to contact your designer and have them add this functionality. The smart phone dependent audience is growing rapidly. Today’s consumers are not patient when it comes to sites not rendering correctly on their devices. Recent studies have shown that over 70% of consumers will immediately leave a site that render correctly on their device. Those users are not likely to return.
When designing your site, think mobile first and screen size. Navigation is also important. Do consumers intuitively know where to go next on your site? Cluttered sites with no direction make it hard for consumers to find the information they need or the products they want to buy. Consumers don’t want hunt and search, they will most likely move on to a competitor.
Periodically, it’s a good idea to audit your offerings vs. your competitors. Be open minded and look for things they are doing better than you. The main goal of your site is to make you money. That could come from eCommerce on your site, or through the visibility your site offers. So the easier your make it for consumers to find you, or items to buy, the better you are. For more information on how to create more impact and your footprint, please contact:

amfiala@gmail.com

Sources: eMarketer, GfK MRI; Pew Research Center

Consumers Access Retailers Through a Variety of Channels

Many younger consumers don’t know how they could survive without the 24 hour convenience of online shopping. The next generation of shoppers will probably not understand how their parents survived before the ability to buy on the go provided by mobile. With so many options of portals, channels and platforms to buy from – today’s consumers are anything but monolithic in their approach to buying goods and services.

● 40% of purchases involve more than one channel in the shopping process
● Over 60% of shoppers said they prefer to research purchases on a desktop or laptop and
over one in five would rather research on a mobile device
● 13% like to research products in-store and 4% depended on catalogs for product research
● 44% said it was their preference to make purchases online via laptop or desktop
● 41% preferred buying items in-store
● Just over 10% preferred to buy on their mobile device and 5% use catalog for purchasing

What This Means To You

Consumer preference doesn’t always match with actual behavior. They may prefer the larger screen and the easy print capability that desktop researching provides – but online traffic patterns show that the convenience of mobile is a force to be reckoned with.  Consumers’ preference for in-store purchasing definitely gives you the ability to extend the sale.
By giving shoppers the ability to pick up online purchases at your location you eliminate the wait time for consumers and can offer them a saving in shipping fees. You can also leverage items that they may need associated with the purchase they made. For more information on how to gain a competitive advantage, please contact:

Al Fiala
amfiala@gmail.com

Sources: UPS; comScore; eMarketer

What Are The Most Common Mobile Retail Activities

On average, consumers look at their mobile devices 100 times a day. Since mobile is becoming such a big part of the retail messaging, have you ever wondered what mobile retail activities most often take place?
A new report has come out that provides a snapshot of the most common
mobile retail activities. This information can help your mobile messaging
tactics be more effective and efficient.

● Just over one in four consumers have tracked a package using a mobile device
● 25% have researched a product on a mobile device before going to a store
● Over 20% have researched products while in a store or checked to see what inventory might be on hand
● Roughly one in five have opened an email from a retailer and then made an in-store purchase. Over 20% have also opened a retailer’s email and then made a mobile purchase
● 18% have called, emailed or texted a friend /family member to get feedback on a purchase they are considering
● Approximately 15% have either posted product reviews from a mobile device or used a mobile device to contact customer service
● Under 15% have either reserved a retail product through a mobile device for pickup at a later time or purchased products as the result of a text message

What This Means To You

While many consumers are using their mobile devices to research and purchase retail products, a good deal are also using them for customer service functions. Whether it’s checking inventory, directly contacting customer service or tracking purchases, consumers are leaning on mobile devices for functions that may not be fully transactional in nature. These activities give you the opportunity to create new sales or extend existing ones.
If a consumer is tracking a package, you most likely have a good deal of information on that customer and can make product recommendations based on past purchases
If a consumer is checking inventory, they are most likely interested in purchasing that product. It’s an excellent time to get them to either enroll in a loyalty program or make product suggestions associated with the item they are checking on.
Mobile is also becoming a major instrument for feedback. Shoppers are using their devices to post feedback and solicit the opinions of the people they trust. Use reviews to your advantage – both about the products you sell and your business in general. Sometimes reviews can be hard to read on mobile devices so be sure you test them. Also, give consumers the ability to post reviews as well. For more information on taking advantage of mobile consumerism, please contact:

Al Fiala
amfiala@gmail.com

Sources: UPS; comScore; eMarketer

Mobile First to Mobile Only

In John Lennon’s “Imagine”, he visualized a world that was void of lots of different things.  Could desktop / laptop computers be one of those things we could imagine doing without – at least for personal use?
Just a few years ago, when we were telling businesses that they needed start strategizing for mobile; many people commented that mobile use in the US would never eclipse desktop/laptop use and that smart phones would never be able to deliver the functionality consumers wanted from desktops and laptops. I’m not sure how many businesses are still avoiding mobile, but most successful companies have embraced mobile and moved into a mobile first position.
Now, we may be at the next pivot point, consumers are going from mobile first to mobile only.

● There are 19 million mobile only consumers in the US
● Over the past year, the number of mobile only Americans has grown by 36%. The number of PC users has fallen 45% to 40 million
● The number of PC only users has fallen 45% to 40 million
● Overall, the number of people who own mobile devices is rapidly catching up to the own PCs (181 million adults own PCs and 161 million own mobile devices – these re not exclusive consumers can own both)
● Half of consumers only read email via mobile device
● 45% of all searches are done on a mobile device and just over 40% of all social media activity originates from a smart phone or tablet

What This Means To You

There will most likely still be a place for desktops and laptops in the work environment – but many consumers are trading out of desktops & laptops for tablets and smart phones.
Things like cloud storage has eliminated the need for large storage space and consumers are doing more things via online functionality.
Apps are replacing programs.
For businesses, this means a more nimble consumer. They will access information and make decisions more quickly.
Is your business ready for the mobile only customer?
These consumers value accessibility – free Wi-Fi is a necessity. It also means that your employees need to be more knowledgeable about mobile and the way customer shop today.
Your social reputation is also more important than ever. Potential shoppers can read all about the experience of others with your organization quicker and easier. It also means they can comment about their experience on the fly.
Who knows what will happen after the mobile only consumer.
I don’t know if I could imagine all the people living in harmony without an Android device or iPhone more than than an arm’s length away – but I’ll never say never. The speed on innovation is amazing. Like Ferris said “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it”. The same could be said for the next technological innovation.  For more information on creating opportunities with consumers, please contact:

Al Fiala
amfiala@gmail.com

Sources: MediaPost; comScore, Millenial Media; Email Marketing Compass

How Your Company Blog Influences Consumer Opinion

In yesterday’s post, we unveiled recent research that so nearly half of consumers read brand blogs. In today’s post, we’ll look at some of the attributes that consumers are looking for in brand blogs and how you can use them to grow your business.

● Nearly half want and expect content that is exclusive to the brand
● One-third of consumers think that content keeps them up-to-date with the brand
● 16% of consumers feel a deeper personal connection with the brand because of content and 15% of consumers think that brand exclusive content gives the brand a better voice
● 40% of consumers feel there is a negative effect from not including content
● One in five consumers feel that if you don’t include content you’ll lose communication with fellow shoppers
● 16% think that lack of content will push shoppers to look at sites for competitive products
● Roughly 10% feels that not having content on your brand blog makes the brand look lazy and makes you irrelevant to them

What This Means To You

Consumers look to blogs for product information and rely on them to stay up to date. By starting a brand blog, you have the opportunity to strengthen relationships with current customers and forge ones with potential shoppers. But you have to put some effort into the project. Just posting a sight without creating content will make you look bad or worse – like you don’t care. The good news is you don’t have to do it all yourself, recruit customers to participate. If you have someone that customers can identify with providing content – they are more likely to put stock in it. Also recruit employees to help create content. Another source may be the manufacturers that you work with. The one thing you need to do is keep control of everything that could be published. At the end of the day,
it is still your brands identity on the blog and it (you) will be held responsible
for the content. You want to avoid it becoming a blatant ad – yes, the overall
goal is to get more people to like and buy your wares, just don’t beat them over the head with it. For more information on developing affinity with your customers, please contact:

Al Fiala
amfiala@gmail.com

Sources: MediaPost; TNS, WP Engine

Campaign Success Starts With Good Data

The more you know about your customers, the more likely you are to be successful. Information on who they are, what they buy and what moves them from browser to shopper helps your business be more effective and efficient. But it’s not just about getting the right data, it starts with making sure that the data you have is correct.

● Over 90% of businesses believe that data is essential in the success of their marketing campaigns
● 84% of businesses experience data challenges in the operation of their cross-channel promotions
● 54% of companies believe that their customer contact information is the most important piece of data when it comes to their marketing campaigns
● 25% of businesses in the US believe their data is currently inaccurate

What This Means To You

How accurate do you think your customer data is?
How much time and effort is wasted because the information you have on customers is wrong or outdated?
How much money is it costing you?
Look the types of marketing campaigns and promotions you are engaged in, especially customer direct campaigns. It costs you money to message each one of your targets.
Imagine the revenue potential you could realize by simply getting better data.
Start with your most active customers. When they are checking out either in-store or online, offer them a discount by simply reviewing and correcting their contact information.
Purge any bounce back emails or returned direct mail pieces that come back.
The next step would be weed out people who are not responding to your messaging.
Develop a list of customers who have not responded to your last 7-10 offers.
Send a dedicated message to them offering a deep discount. Keep the ones who reply or act on the message, purge the rest. In our next post, we’ll look at we’ll look specifically at email marketing and the cost of bad data. For more information on maximizing the impact of your customer communications,
please contact:

Al Fiala
amfiala@gmail.com

Sources: MediaPost, Experian

Young Consumers Think About Long Term Purchasing

Yesterday’s post showed information about the shopping habits of younger consumers age 14 to 34. Today, we’ll go deeper into their decision making process and how technology plays into the purchase cycle.

● More than one in three consumers age 14 to 34 are likely to only make purchases that are truly necessary
● Over 70% will research online before making an in-store purchase
● More than 40% consider the resale aspect of an item before buying it
● 41% want to be able to collect loyalty points for in-store purchases as well as online purchases
● 38% want to receive real-time offers while shopping in a retailer’s store
● One-third want an in-store product locator and 25% want the ability to make purchases in-store via mobile devices

What This Means To You

Younger consumers want the conveniences they have come to expect from digital shopping to move into the brick and mortar locations they frequent. The negative economy that the younger consumers have grown up with has also effected how they look at making purchases. While in-store product locators may be a challenger for many SMB’s to roll out – cross platform loyalty programs and mobile point of sale functionality are becoming much more attainable. And while you may not be able to roll out an internal location based product locator – a well informed and helpful staff will fill the bill.
When putting together your merchandise schedule – think about the secondary market for these purchases, especially clothing, tools and home furnishing. Also remember the importance product reviews play with consumers. With over seven in 10 researching their potential purchases online before buying – you may want to make sure that your products are linked to positive reviews. Consumers are most likely not just researching products; they are also researching where to buy. So, paying attention to your social reputation is also important.
For more information on targeting your most likely shoppers and converting shoppers into buyers, please contact:

Al Fiala
amfiala@gmail.com

Sources: Mobile Commerce Daily; The Intelligence Group

Who Are Early Adopters

Early adopters are often thought of as just a classification of tech consumers. But you can look at early adopters as people who are first to find a new business, an initial customer of a new product you are selling or the first in their peer group to discover your establishment.  Early adopters are also leaders – their influence over friends and family can create incremental customers for you.

●  39% of consumers are the first among friends and family to try a new product or service

●  Nearly 60% of 18-34 year olds consider themselves early adopters as do 55% of 35-44 year olds

● Just one in four 55-64 year olds and less than 20% of adults 65+ are the first to try a new business

● Almost 50% of affluent adults with income of $100,000 adopt to new products and services before their peers

● 50% of those with children are the first to try something new

Keeping a pipeline of new customers is important to virtual every organization.  A satisfied early adopter will likely become brand ambassador and help increase that pipeline.  Considering that so many of younger demo consumers consider themselves early adopters, it make sense that social would be one of the main ways they evangelize their latest finds.  In our next post, we’ll look at how consumers socially share thoughts about new businesses and products.  For more information on how to grow your business, please contact:

Al Fiala
amfiala@gmail

Source: eMarketer; Harris Interactive

Celebrating July 4th

Time is flying by. It seems like just yesterday, I was posting information on holiday sales trends. We have sprinted past the halfway point of 2013 and
July 4^th rolls around in just a few days.  Independence Day gives your businesses many opportunities to engage consumers and create loyalty.  It’s one of the
few holidays that virtually everyone celebrates but you don’t have to buy a
card or presents.

• 90% of US consumers will celebrate the 4^th of July in some form or fashion

• BBQ’s and gatherings are the top activities people plan to attend – Nearly 70% of Americans plan to do this.  That equals nearly 165 million people

• Over the past 5 years, the number of people planning to BBQ has increased by 11%

• Nearly half of American’s, or nearly 116 million people plan on attending a fireworks show

• 16% will attend a parade – planned parade attendance has increased by a 1/3 in the past 5 years

• 12% plan to travel or vacation

 What Does This Mean To You?

For nearly every business there is something you can do to increase sales with the 4^th of July.
While it may not be the big ticket gift giving holiday, there are certainly revenue streams that can be created.  The main go-to beneficiaries of July 4^th are most probably convenience stores, gas stations and grocery stores.  The amount of BBQ means food, ice, beer and propane – it also means sales of everything from paper products to stomach remedies. If you fall into the grocery / convenience category, make sure you promote the incidentals that people often forget.  Also make sure you have enough associates to help customers find what they need and pay for it.  Your customers will probably not have tons of time to shop. They want to get in, get out and go on their way.
Restaurants also can be stop – and not just the local BBQ.  Promote your take out items and maybe create baskets, trays or packages that people can take with them to fireworks shows or family gatherings.  Besides, it’s going to be a long holiday weekend – even I can’t eat left over pulled pork
and macaroni salad for more than 3 days.  In tomorrow’s post we’ll look at other ways to create traffic on Independence Day and promote your business.  For more information on growing your business, please contact:
Al Fiala
amfiala@gmail.com

Source: National Retail Federation, BIGinsight

What Rewards Mobile Consumers Value

New research has shown that mobile consumers find value in rewards.  In fact, just offering a reward increases the likelihood consumer will remember your message.  But what you offer probably has a big influence on the level of engagement that consumers have with your message.  New research
shows us the types of rewards that consumers are interested in.

• 44% say the most valuable form of reward were coupons and deals

• Nearly 30% said tools like shopping lists and reminders as are specific interest based content
such as recipes 

• One in four said location based information was a value

• One in six mobile consumers said that product information was valuable

• 15% said that games and downloads are valuable content

 

 Does This Mean To You?

The top types of rewards that consumers are looking for were deals and coupons.  Anything you can do to help your customers save money is important.  Consumers don’t just see it as a help for that specific sale, They position you as a business that cares about their financial well-being.  Other things that consumers’ value is content that helps them save time.  Anything you can do to make it quicker and easier to buy your product or set up future sales are great.  For more information on creating engagement and value, please contact:
Al Fiala
amfiala@gmail.com

Source: Mobile Marketer; SessionM