Along with the massive growth of mobile has come an equally large amount of research tracking and measuring its rise, with many benchmarks along the way. We receive mobile commerce research, studies and reports almost daily, from a wide range of sources.
Beacons are coming to a store near you, in a big way. Following the launch of in-store beacons in North American stores of Lord & Taylor and Hudson's Bay this week comes along some research indicating that this is barely the tip of the beacon iceberg. By the end of this year, there will be 30,000 active beacons in the U.S.
Mobile Shoppers may finally get some in-store assistance from merchants via their smartphones. We know from research that most consumers prefer to turn to their phones over salespeople to get additional product information and competitive pricing.
I went beacon shopping over the weekend. While many retailers have been dabbling with beacons for many months to see how they might work with their customers, one major retailer is now taking the step of large-scale deployment in North America. Hudson's Bay Company (HBC), which owns Lord & Taylor, Hudson's Bay and Saks Fifth Avenue, is rolling out beacons at select U.S. and Canadian stores.
The first step a consumer takes after deciding to make a purchase will likely be anything except buy the product from their smartphone. This is not to say the phone isn't highly involved throughout the entire path to purchase, just that there are too many other choices consumers face after making a purchase decision.
That mobile tap on the shoulder to check something out is quite accepted by consumers, for now. At the moment, most smartphone owners are basically OK with notifications prompted by an app, though there could be some challenge on the horizon, based on a new study.
Cash is no longer king, providing some hope for the future of mobile wallets. One out of two consumers today carry fewer than $20 and fewer than a third carry more than $30 on any given day, based on a new study looking at the future of digital wallets.
While beacon trials are underway around the globe, some early and measurable results finally are starting to come in. In what appears to be the first nationwide deployment, Hillshire Brands has some initial findings.
I've always viewed the smartphone as the hub of mobile commerce. While my Fitbit tracks my steps taken, stairs climbed and miles walked, it takes a Bluetooth-linked smartphone to see the detailed results. But mobile commerce sometimes involves more than a smartphone.
Not everyone uses smartphones for mobile shopping, payments or banking but many of those who do are tapping, scanning and buying. Most research around mobile looks at how many people are doing what, generally to identify market size trends and directions