Mobile commerce is still in its relatively early stages. However, the coming growth is projected to be big. Deep inside the massive Cisco Visual Networking Index Services Adoption Forecast released this week are some rather substantial projections around that growth. The study is part of Cisco's ongoing initiative to track and forecast the impact of visual networking applications.
As precise targeting of mobile consumers near restaurants continues to improve, there may be an opportunity to link some of the disparate parts of mobile commerce together. Two separate recent studies identify restaurants as being at or near the top of the food chain relating to targeted advertising. In one study based on ad campaigns, 70% of quick service and casual restaurant campaigns leverage geo-targeting. A separate report found restaurants to be in the top three industries using location-based ads.
A new look at mobile power users finds that they spend a disproportionate amount of time using apps compared to average users. For purposes of the data analysis by SessionM, power users were defined as the third of people responsible for the most in-app actions on the company's rewards-based network. These power uses accounted for most (78%) of the total time spent in apps. This reminds me of the old 80-20 rule, where 80 percent of a given activity is done by 20 percent of the people, among various other iterations.
It looks like the retail store still has a relatively long shelf life. While mobile commerce is transforming the purchasing process, the brick and mortar stores are going strong, at least based on two unrelated studies. In one study, the majority (65%) of retailers surveyed say the importance of stores is rising. The Fujitsu Pan-European Retail Survey was conducted by Novametrie and included retailers from throughout Europe.
While a large percentage of actual shopping transactions may not happen on a smartphone, it doesn't mean the mobile device isn't having a significant impact on purchases. A new study looking at multi-screen activity found that a majority (75%) of consumers learned something new via mobile and their in-store purchase was influenced for almost half (45%) of them.
Let the mobile location innovation begin! While we regularly see and hear of innovations in how marketers can reach consumers at various stages during their path to purchase, new ideas around location are starting to get richer, as is the location data information. For example, Moosejaw, the outdoor retail chain headquartered in Michigan, has 11 stores but the majority of sales come from online and mobile.
The window to reach mobile shoppers may be short with some factors out of retailers' control. A study from IBM's Digital Analytics Benchmark last week looked at shopping behavior around Mother's Day and found that online mobile shopping traffic increased 43% from a year ago, comprising a quarter of the holiday online sales. That study found that mobile consumers shopped and bought in three-and-a-half minutes.
When it comes to mobile payments being used at checkout in stores, there's still a long road ahead. A new study shows that while many (28%) retailers plan to adopt some form of mobile POS (point of sale) by the end of this year, an even larger number (33%) say they have no plans to do so at all within the next three years.
The mobile payments space just got a bit more interesting with payment provider payvia buying MMS company Mogreet. While hardly household names, the two companies are well-known within their respective circles. Payvia runs the largest direct carrier connected mobile platform in the U.S., which lets consumers pay for digital goods and services with their mobile phone, with the charges added directly to their phone bill.
In a study that came out this week, researchers noted the difference in time spent making a purchase by mobile devices compared to by desktops. It turns out that the mobile purchase processes took about half the time. The study, by IBM's Digital Analytics Benchmark, looked at shopping behavior around Mother's Day. As you might expect, mobile shopping traffic increased 43% from a year ago, comprising a quarter of the holiday online sales.