As mobile becomes an unavoidable force in nearly every industry, the identification of a certain profile is essential for the success of your mobile marketing efforts. Because mobile shopping is yet to be ubiquitous, the behavior, attitude and interests of consumers who engage in mobile shopping differ from traditional desktop shoppers. Although initially the different consumer behavior may seem like it will add a layer of difficulty to marketing your product, embracing their behavior and catering your marketing to it may prove to increase sales and help you better understand your customers.
Since October 2012, Millward Brown Digital, in concert with Kantar and Lightspeed Research, has been gathering behavioral data of tens of thousands of mobile consumers, enabling us to identify trends that helped us put together a profile of the current mobile shopper.
Developing the profile of today’s mobile shopper
Compared to desktop shoppers, mobile shoppers are more likely to consume tech, media, travel, leisure, and lifestyle content. Other categories like news, weather, finance, navigation, and productivity don’t demonstrate this mobile bias. The full list of trends are as follows:
- Mobile shoppers are 4 times more likely to be tech enthusiasts than desktop shoppers
- 4 times more likely to be bargain hunters
- 3.5 times more likely to be music enthusiasts
- 3 times more likely to be health and fitness enthusiasts
- 3 times more likely to be gaming enthusiasts
- 3 times more likely to be movie enthusiasts
- 2.5 times more likely to be dining enthusiasts
- 2.5 times more likely to be television enthusiasts
- 2 times more likely to be travel enthusiasts
- 2 times more likely to be college and education enthusiasts
As you can see, there can be a clear distinction between the mobile shopper and the desktop shopper. Taking these trends into consideration and using them to develop customer relationships, loyalty, and advocacy pays in dividends and allow you to gain an edge over the competition.
Identifying key activities of mobile shoppers
Unfortunately, you can’t just address these characteristics in the same purchase activities that you would when marketing to the typical desktop shopper. Where there are differences in the interests of mobile shoppers compared to the interests of desktop shoppers, there are also differences in the activities that they engage in. Desktop shopping is focused primarily on research and consideration and mobile is more heavily oriented around store and product information such as location and the prices of the competition. The full list of mobile shopping activities are as follows:
- 55% of mobile shoppers use a phone or tablet to find store information
- 50% compared prices
- 43% reviewed a product description
- 40% made a purchase
- 37% looked for coupons
- 35% checked the status of an order
- 34% checked to see if an item is in-stock at a specific store
- 30% looked up shipping information
- 27% looked at product reviews
Awareness of the primary activities mobile shoppers are engaged in is invaluable when optimizing for mobile. Placing these functions at the forefront of your mobile site or app – or at least making them easily accessible – will not only help improve your mobile UX, but it will also help to strengthen the relationship that you have with your customers and improve retention.
Every year we hear the same thing: now is the time, this year is the year of mobile. Well although that has yet to be realized, the time is very near. Failing to optimize for mobile will not only put you behind your competition, it will prevent you from fully understanding the interests and behavior of a growing segment of your customer base.
If you want to get ahead of the competition, want more data like this, or are looking for other competitive, behavior-based mobile intelligence solutions, please contact us for more information.
As a senior at Northeastern University, Zach Eberhart is thrilled to join the Compete team as the new Social Media / Marketing Co-op. Majoring in marketing and management information systems, Zach loves everything marketing and technology and has experience in both the agency and startup world. If you like what you read, you can connect with him on Google+ or LinkedIn.