3 tips for getting into the hands and pockets of mobile users in Australia
Australia has one of the highest penetrations of smartphones and tablets in the world at 81% and 50%+ respectively according to the Deloitte: Australian Media Use and Preferences August 2014, that's higher than our cousins in the US, Canada and even just across the gap in New Zealand. This is also backed up by the Australian Communications and Media Authority (ACMA): Tablets, Love at first swipe research.
When the iPhone was originally launched, the Australian Trade Practices Act deemed it uncompetitive to launch on only one carrier and as a result of a multi-carrier launch we have an exceptionally heavy dominance of iPhones. This device ubiquity is a significant opportunity for marketers to capitalise on and unique amongst global markets.
So, if the average Australian is no more than arms reach from their mobile phone for more than 14 hours per…
How smartphones are being used in the United States for shopping and travel purchases
Emarketer's research focused on US shopper behaviour to understand how American companies can target the mobile shopper. Emarketer estimates that there are now over 145 million shoppers using their smartphones, an increase of 23 million since 2013.
However, it's interesting that they predict that this year only 1.6% of USA sales will be taken via a mobile, as it's a big influence in the lead to purchase decision-making process rather than a device for purchasing a product/service. Similar shopping habits to the UK where shoppers are inclined to use their mobile for researching products through the latest boom in showrooming and webrooming as 33% of Americans are showrooming on their devices.
The graph below from their report shows where consumers are using their mobile app when it comes to purchase, with the biggest increase in lifestyle and shopping.
…
Our multi-device day from Smartphone to Desktop to Tablet
Technology dominates our lives night and day! Really - even when we're asleep, our mobile devices are monitoring some of us.
We thought we'd share this nice visual from comScore's recent research which summarises when we are using tablets, PCS and mobile phones. Find out more by downloading Comscore's whitepaper for insights into Today's Digital Consumer.
In media we have always talked about 'dayparting' to target audiences at different times of the day - this research emphasises the need to use mobile to target audiences. Desktop only will no longer cut it! Likewise, when creating digital experiences we need to ensure adaptive website designs that work in different contexts from smartphone to desktop to tablet.
Of course, the media use curves above are a simplification, as this insight from the Ofcom digital media…
Tools for benchmarking and comparing average media mix or percentage of different traffic sources between websites
Naturally all digital marketers want more (quality) traffic. This begs the question where do we find this traffic? What is our optimal mix of online media?
One approach to answering this question is to turn to the traffic sources report in Google Analytics. Where Google Analytics benchmarking once again presents your mix of referrers relative to others in your category. Your relative performance is shown under the Audience menu accessed via the Benchmarking option like so:
If you're not familiar with these, the four main traffic sources reported at this level in Google Analytics are:
Search traffic – This is separated into natural or organic and paid search (Adwords)
Referral traffic – This is traffic from other sites which have direct links to your site
Direct traffic – Direct traffic results…
Although mobile opens are growing in importance, desktop clickthroughs dominate
This analysis of over 395 million sent via MailChimp reveals the impact of mobile devices on email engagement and how Responsive Design can improve email clickthrough rates (CTRs). We all know that mobile rendering is now important, but don't expect so many clicks from those emails read on mobile:
Email clicks are higher from desktops compared to the 'combined clicks from mobile and tablet devices' and desktop users click on more email links - unique CTRs are 40% higher on desktop compared to mobile.
So, the goal of emails rendered on mobile should be to make a big enough impact such that some readers will make a mental note to return to the email on desktop...
Their infographic shares more interesting email engagement facts as it's apparent that Email Marketers and Marketing Managers planning and designing their email marketing need to take on board these device differences,…
Why do online shoppers abandon their Ecommerce shopping baskets and what can retailers do to re-engage?
What is frustrating American online shoppers and how can businesses minimise shopping cart abandonment, or encourage these buyers to return to their baskets?
Over 1,000 ecommerce online consumer interactions, from Visual Website Optimizer (VWO, a website testing platform company), reveals these frustrations and also the positive drivers to encourage shoppers to purchasing their products post abandonment.
The Ecommerce survey shows the main drivers for consumers abandoning their shopping cart from companies is 1. companies not being transparent about shipping costs and 2. consumers being forced to create a new account.
It's interesting that abandoned shoppers can be converted, as 54% will purchase their 'basket items' if they are contacted with a discount.
Download the full report from VWO.com's site (registration is required) to also find…
Which channels affect purchase decisions for B2B buyers?
BuyerSphere is an excellent report for B2B marketers from Base One that is now in its 5th Edition and has just been released. If you don't know it, it reviews many aspects of B2B Digital Marketing with the focus on the decision-making process for B2B products and services by reviewing the behaviour and attitudes of over 200 B2B buyers for purchases over £20,000. Refreshingly the report focuses on 'what buyers do' and 'not what marketers think' with some enlightening findings.
This article shares the findings on how the buyers find information to support their decision-making process and how influential the source is in terms of realising that sale.
Where do businesses find their information on their supplier?
Those holding the purse strings or 'influencers' in the buying decision, use at least 2 different information sources when selecting their supplier. With the main sources being gathered from…
The latest Ecommerce facts about shopper behaviour to inform retail strategies in 2015
We enjoyed the interesting + useful Ecommerce factoids and commentaries from digital agency Blueleaf. So we got in touch to share the learnings contained. If you would like to see the remainder of the series, you can sign-up to Gossip.
Enjoy, please Tweet the facts you fancy and Merry Christmas!
Day 1 - Christmas commerce fact for 8th December:
Shoppers spend 30% more per order, when free shipping is included.
Source: Wharton
UX Director Chris Jones explains, 'Take a long, hard look at your shipping costs. Could you trial free shipping to see if there’s an uplift in sales that would more than cover the cost? Do you at least offer free shipping over a certain basket amount? It’s something that customers feel very strongly about, especially on high…
Comparing the efficiency of your B2B Marketing Funnel
It's natural that marketers want to benchmark, to compare the efficiency of their conversion funnels - but what datasets should they compare with? Within Ecommerce there are relatively good sources for Retail ecommerce conversion rates provided by Ecommerce vendors, but within business-to-business, no similar benchmarks are widely available - let us know if you know any good sources! I think this lack of B2B benchmarks is partly because it is harder to define the different steps of the funnel within B2B marketing in a standard way.
If you're looking for a comparison of B2B conversion rates - here is a simple comparison from Marketing Sherpa, but it's a couple of years old now and doesn't standardise the funnel as conversion from lead to marketing qualified lead to sale, or look at costs such as cost per lead and cost per acquisition. The figures seem high…
How rates differed between US, UK, Spain and Australia over the holiday sales period
With over 100 million shoppers and over $40bn in revenue from the top 100 US retailers alone, could retailers have earned more revenue during the Black Friday to Cyber Monday frenzy weekend? Well, according to the new statistics just released by Barilliance, on line shoppers were abandoning their shopping carts at surprisingly high rates:
Average shopping cart abandonments were at 65%, and this was higher in the USA at 75%. Interesting, that conversion rates were 1.5 higher of those buying via desktop, compared to mobile phone users.
Do we think that consumers are still not feeling reassured that mobile phones are secure, or ecommerce sites not geared up for mobile consumers and retailers have not foreseen the risk of optimising their shopping carts.
…
