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Print| More Likely To Buy If Mobile Device Made Trusted Retailers Easier to Find | |
| Response | % of Respondents |
| Agree | 65% |
| Neither agree nor disagree | 18 |
| Disagree | 18 |
| Source: ChoiceStream, January 2010 | |
Lori Trahan, vice president of marketing at ChoiceStream, says "... smartphones are here to stay and consumers are starting to see them as a legitimate shopping channel, with 37% of users reporting that they used their device to buy merchandise in 2009... (now) retailers (should) optimize ads and applications for those devices to overcome the challenges posed by small screens... "
The survey found that while m-commerce is a hot spot for recommendations in 2010, social networking is not. Of the respondents who belong to a social networking site, only 8.5% report that they have ever made a purchase while on the site. And, only 27% indicate any interest in product recommendations from trusted retailers (on a social networking site).
Levels of interest in product recommendations vary not only by channel, but by the placement, or location, of recommendations within retail sites as well. For example, the survey finds that 85% of shoppers would find it useful to receive product recommendations on product detail, brand and category pages, while less than half of respondents are interested in receiving product recommendations on an order confirmation page.
The majority of active online shoppers (those who spent more than $500 online in the past 6 months) indicate that they have bought something based on a retailer's online product recommendation, but only 16% claim to have purchased based on a recommendation in a shopping-related email (e.g., shipping confirmation). The majority of purchases were based on recommendations that appeared on product detail pages or category/brand pages.
| Location of Recommendations That Prompted Purchase | |
| Information Source | % of Respondents |
| Product detail | 58% |
| Category/Brand | 40 |
| Cart | 30 |
| Promotional eMail | 23 |
| Order confirmation | 23 |
| Home page | 21 |
| Transaction eMail | 16 |
| Source: ChoiceStream, January 2010 | |
Steve Johnson, founder and CEO of ChoiceStream, observes that "Today's shoppers are so much smarter than they were just a year or two ago... (and are) relying on product recommendations to make purchase decisions (with) clear preferences for where and when they want to see them... "
For more information from ChoiceStream, please visit here.
RSS FEEDS
Whether you advertise something in any way as a Mobile Marketer or you sell something using the mobile phone as mobile credit card (Mobile Commerce) there is still a struggle to overcome the cluttered mobile platform djungle out there. So To really get the full potential out of the mobile as a new channel we need to be able to reach the full audience without bothering about the messy situation with different operating systems etc. One approach that will handle this is the Universal Mobile Interface concept, see post regarding this on http://universalmobileinterface.wordpress.com/ and maybe especially the post http://tinyurl.com/nt8we7.
Duh! Making something easier to use encourages use - you needed a survey? Sure some folk with money to burn, big ego or wind up burning themselves with big ticket purchases on a phone, but really....fools for fodder.
I really love all the research I find in here, but honestly, who in their right mind thinks that social networks are viable for sales? The whole point of a retailer or brand using a social network is not to drive direct sales - it's branding, PR and damage control. You can Twitter people to your web site, but who's gonna click a BUY NOW link embedded in a Tweet? No one. Who's gonna click a "buy now" link from a product's Facebook page? No one. Social media is for consumer research and peer affirmation of the really important big ticket purchases, like HDTVs. Yes, I'm snickering at that a little but honestly, that's the niche social media fills. It will NEVER be a viable commercial stream, mobilized or not.
Please please please. When using jargon (m-commerce) tell the reader what it is!