M-commerce tipped to intensify
One third of Australian smartphone users are likely to make a retail purchase on their devices within the next 12 months, a joint study between global provider of customer research, YouGov, and mobile advertising platform InMobi, has revealed.
The survey of 876 Australian smartphone users found that, while most already preferred to use mobile devices over PCs for inspiration and information about FMCG/retail products, more than a third (37 per cent) plan to use their devices for retail purchases in the next 12 months.
The InMobi / YouGov study highlights how mobile advertising helps to drive the consideration and purchase of retail goods.
After seeing mobile ads, 54 per cent have sought out information at least once in the last six months: 44 percent have visited a store, 43 per cent have located directions on a map and 41 percent have called a retailer.
Ads with special deals, promotions or coupons had the greatest resonance, preferred by 61% per cent of smartphone users, followed by ads featuring the latest products and prices (40 per cent).
When it comes to issues about purchasing on mobile, the small screen size of the phone was given by 32 per cent of smartphone users, but delivery charges (49 per cent) and not being able to touch and see the product (44 per cent) were of greater concern.
Jon White, GM of InMobi, said the survey highlights the enormity of the mobile opportunity for retail stores:
“There’s still a lot of interest in visiting a bricks and mortar store, which means, even if the smartphone user ultimately buys using their device, those with a physical presence can still gain a home ground advantage.”
“We’re also seeing the importance of price comparison sites and the supply of detailed product information. Retailers can’t rest on their laurels , they have to feature rich content on a mobile platform and, of course, ensure their pricing is competitive in the marketplace.”
Colin Marson, co CEO, YouGov Asia Pacific, said technology, and particularly, mobile and social, are disrupting the path to purchase across all consumer facing verticals.
“If you are going to, or planning to embark on your mobile and social journey to capture the trillion dollar market opportunity, you better understand how consumers are utilising their mobile and social media before they make a purchase decision.”
The field study was conducted using YouGov’s proprietary online and mobile panel, with the fieldwork conducted between February and April 2015.