Tuesday, 7 January 2014

The #Mobile Path to Purchase: "I Want It Now!"

Google & Nielsen's recent report on the Mobile Path to Purchase would indicate that many consumers using their smartphones and tablets maybe developing some Veruca Salt type characteristics. You know who you are! Pushing and shoving on The Tube and escalators. But it's not necessarily all the obnoxious or bad mannered tendencies that people are adopting, but the single minded need to get something quickly, once they know what they want. The speed of the customer journey is being accelerated, and the time between ZMOT through purchase, to experience can be pretty swift. The report has come up with 5 key findings as shown below.
The key thing is (which isn't covered in the report), people reach for their mobile device when they have time on their hands. When there is time to kill, whether it's waiting in a queue, waiting for someone to arrive, on the daily commute, bored in front of the telly at home etc. the default habit is to reach for the smartphone or tablet to search for things on your mind. This mindset means people will most probably take longer to research the things that they are interested in at that particular time, as well as act upon impulse of some form of nearby stimulus. If they are subsequently provided with a compelling and seamless user experience, the chances of "conversion" are increasing . Other stats that back the above points up include:

As you can see, the time or impulse of "I want it now!" and I want to get my hands on it quickly, so it has to be nearby is shown by the first two stats. The third stat indicates there is a level of channel hopping taking place, due to the time and geo-location combo. i.e. all the research and selection is done on the mobile, and then a quick visit to the closest location to purchase. Which is great....but of course poses a problem for the measurement and attribution modellers out there. In 2014, with iBeacon and mobile wallets becoming more widespread, this may make this attribution modelling a little easier to measure.

For those savvy organisations who enable mobile purchase and in-store pick up, it would appear people in the US and UK are becoming more confident with the amount they are prepared to spend via their mobile. The infographic below, put together by research from Intela, indicates the percentages and sums people are now spending....in 2013, people in the US were more confident that people in the UK to purchase via their smartphone, but less responsive to mobile advertising. If the UK follows this trend in 2014, there will be a need for organisations to ensure their advertising is extremely relevant; right people, right time and right place...or use external stimuli to trigger the necessary search behaviour. A multi-channel strategy is key.

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