The Mobile Future of Commerce, Retail and Apps

The 10 Most Important Statistics For Online Retailers From Google Think Insights in 2013

5/25/2013

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86 % of people use their phones while consuming other media. Source: Our Mobile Planet Understanding US Smartphone Consumers, 2012
=> Mobile-Future Conclusion: Consumers use their phones while working on the computer or watching television, which makes the multi-channel marketing analysis that much more challenging, but also insightful if mobile uplifts can be linked to certain campaigns e.g. through regression testing
1 in 2 of DIY shoppers use online video, and 65% would be more likely to purchase from a brand or retailer that that provided video to help with DIY projects. Source: Google Consumer Survey on the DIY shopper, March 2013
=> Mobile-Future Conclusion: Video is the new search. More and more customers are finding youtube instructions in the top of google's search results and prefer to find help that way. Retailers should offer more advice around their products via Youtube videos rather than just text or FAQ areas.
55 % of mobile search conversions happen within an hour, Source: Google/Nielsen Life 360 Mobile Search Moments. Q4 2012.
=> Mobile-Future Conclusion: The mobile device seems to be used towards the end of a purchasing decision. The more important for retailers to be present in this important moment, wherever the consumer may be on his mobile device... search, app, email...
40 % of time spent watching YouTube is on mobile and tablet devices. Source: YouTube Internal Data, YouTube Moves People to Choose Your Brand Infographic, April 2013
=> Mobile-Future Conclusion: Well, there must be a reason why Telstra and others are investing billions into 4G / LTE... video and images are the mega trend of this time.
45 % of smartphone users are familiar with mobile search ads. Source: Understanding Mobile Ads Across Marketing Objectives, 2013
=> Mobile-Future Conclusion: However retailers often miss out on this channel and forget to set up dedicated adword campaigns, etc...
53 % of users in Germany with campaign contact on YouTube had not seen the same campaign on TV. Source: Generating Incremental Net Reach with Advertising on YouTube, Germany, 2011
=> Mobile-Future Conclusion: Most Youtube videos have pre-rolls these days and Youtube becomes a valid alternative for TVCs...
79% of smartphone owners are smartphone shoppers and 84% use their phone to help shop while in a store, Source: Study May 2013
=> Mobile-Future Conclusion: Purchasing decisions on the go and in store will be big. Who hasn't compared prices while in a store e.g. bargaining with the Bing Lee sales person!? Be ready.
Mobile text search up 141% from 2011 to 2012 and video search up 167%. Source: Study April 2013
=> Mobile-Future Conclusion: Not a surprise, but we have seen nothing yet.
67% feel that "heaving access to multiple devices makes it easier for me to shop", Source: Holiday Studies February 2013
=> Mobile-Future Conclusion: Wow, so consumers feel they need to shop around on their tablet, smartphone, PC... before finally making a decision... Multi-channel marketing attribution needed.
22% of mobile searches happen after 8PM, Source: Mobile Study, Slide 8 March 2013
=> Mobile-Future Conclusion: This explains the direct correlation between prime-time TV campaigns and mobile search volume, which we found in many of our projects.

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The 10 Most Important Statistics For Online Retailers From Google Think Insights in 2013

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