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Retailers are seeing growing numbers of customers using smartphones in their stores, but just 11% see 'showrooming' as a threat to revenue.
Given the publicity around showrooming, and ongoing threat to offline retailers posed by ecommerce, this is somewhat surprising. Especially as recent stats from Columbia found that 70% of 'mobile assisted shoppers' viewed products in-store, and then made their purchases online.
These new stats are from the new Econsultancy/BuyDesire Mobile Marketing and Commerce Report 2013, which also explores the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities.
It is based on a global survey of more than 500 Econsultancy users from companies and agencies, carried out in July and August 2013.
Let's take a look at some of the report findings...
Consumer use of smartphones and tablets incorporates a range of different activities and behaviours, including search, email, social and the mobile web.
And a new survey has found that businesses are responding to this by developing their capabilities over a range of mobile channels.
When asked which mobile channels they plan on using during the next 12 months just over half (55%) said apps, followed by mobile advertising (51%), optimised emails (50%) and tablet-specific sites (50%).
Mobile search and commerce were also cited by precisely half (50%) of client-side respondents.
Despite having an iPhone app for more than a year ASOS waited until last week to finally unveil the Android smartphone version.
It’s been a long time coming and as a regular ASOS shopper I was keen to try it out.
UX design in ecommerce is largely about reducing the impact of any points of friction and making the experience as pleasurable as possible for your users.
One aspect that is ripe for causing friction is form design, as it’s quite natural for users to find the process tedious.
Therefore site owners have to take care to make forms as simple as possible for their users and reduce any unnecessary barriers or the need to re-enter information.
This process is even more important for mobile commerce as the small screen size makes form filling quite fiddly and increases the likelihood of site abandonment.
Luckily there are a few simple rules that designers can follow to limit user frustration, and we’ve previously highlighted how these apply to desktop.
However the rules have to be adapted for mobile, so here are 10 simple tips for improving the UX on mobile forms.
Responsive design is widely accepted to be the most effective way of accommodating the consumer shift towards mobile technologies, yet a new report from the IAB suggests that companies have been relatively slow on the up take.
Just 11% of the UK’s 100 highest spending advertisers currently use responsive design, including Nissan, Direct Line, Go Compare, Microsoft and Chanel.
Some sectors have been quicker on the uptake than others, but due to the small sample size it’s difficult to really drill down into the percentages.
And though the number of brands that have gone responsive remains quite low, the report also found that in August 2013 58% of the top 100 advertisers in 2012 had mobile optimised websites.
Amazon has topped yet another usability survey after delivering a consistently excellent customer experience across its desktop and mobile platforms.
House of Fraser came a close second followed by Marks & Spencer, Debenhams and Interflora.
The report from eDigitalResearch consists of user surveys that analysed the customer experience provided by 19 retail brands across three digital channels – desktop, mobile web and apps.
It covered six different sections of each site, including the homepage, search, navigation, product pages, shopping basket and checkout.
Here are some of the most interesting digital marketing statistics we've seen this week.
Stats include real-time bidding, showrooming, m-commerce, mobile sharing, US search spend and mobile ad budgets.
For more digital marketing stats, check out our Internet Statistics Compendium.
Mobile devices now account for all online sales growth as the amount of sales through desktop computers has plateaued, according to a new report.
Though total online retail has averaged around 15% growth since Q1 2011 figures excluding mobile have actually seen a steady decline before flat-lining in Q2 2013.
This is the first time that IMRG and Capgemini have reported separate statistics for mobile sales, with the data also showing that 23% of all online retail sales in Q2 2013 came from mobile devices.
Smartphone conversion rates are typically lower than on desktop and tablet due to a number of factors, not least screen size and a perceived lack of functionality.
However as with all areas of ecommerce there are steps that site owners can take to improve the user experience and increase conversions from mobile devices.
For an in-depth look at the intricacies of m-commerce download our Mobile Commerce Compendium, but to get you started here are 12 ways to boost mobile conversions...
Mobile commerce sales have doubled in the space of a year and now account for almost a quarter of total online sales, according to a new report.
It again highlights the growing importance of m-commerce at a time when many retailers are still struggling to develop effective, user-friendly mobile sites and apps.
The new data from IMRG and Capgemini shows that sales completed through mobile devices accounted for 23.2% of total ecommerce sales in Q2 2013, up from 11.6% in the same period last year.
A separate survey included in the Econsultancy Mobile Commerce Compendium found that half of smartphone owners (51%) hadn’t made a purchase using their smartphone in the previous six months, which shows that there is still huge potential for m-commerce sales to continue rising as a proportion of total online sales.
More than half of companies (55%) now have mobile optimised websites, according to our new Reducing Customer Struggle Report.
The data also shows that 44% of companies have iPhone apps while a third (33%) have Android apps and a quarter have one for iPad (26%).
The survey of 500 business professionals, published in partnership with IBM Tealeaf, found that just 22% of companies still don’t have any kind of mobile presence.
When asked how they optimise the mobile experience, just under half (46%) of companies surveyed indicated they use responsive design (client-side), while only a fifth (22%) use adaptive design (server-side).
An effective, user-friendly mobile checkout requires a fine balance, as retailers need to present all the necessary information to encourage a sale without cluttering the pages and making them difficult to navigate.
In my experience the best mobile checkouts tend to be those that have stripped out any unnecessary information and data fields so customers can make a purchase as quickly as possible.
In the early days of m-commerce retailers presented mobile users with a version of their desktop checkout, so fields were too small and CTAs were difficult to click.
Times have thankfully changed, but I thought it would be interesting to see how the top US retailers have designed their mobile checkouts to see how user-friendly they are.
Here’s a quick recap of the criteria I evaluated using my Android smartphone...