Birmingham City University - Sign In. Men outpace women on mobile purchases but not for long: report. Are women embracing mobile commerce? While 22.2 percent of men have made a purchase on their smartphone compared to 18.2 percent of women, these roles could soon change as women become more comfortable with mobile, according to a report from SeeWhy. The report found that 57 percent of women had made an online purchase in the last year, while only 52 percent of men had done so. One of the analysts involved with the report states that women may be more hesitant to adopt mobile commerce, but as they become more comfortable with the technology, they will overpass men.
“Women are much more price conscious, looking for a deal,” said Charles Nicholls, chief security officer/founder at SeeWhy, Boston. “Men tend to be more research intensive, reading reviews, more analytical perhaps, but then having made that decision will make the purchase and at that point price and free shipping is less important. “That also carries through to mobile,” he said. “You see different patterns. Mr. Like this article? The difference in marketing mcommerce to men and women - Mobile Commerce Daily - Strategy.
Different shopping habits Mobile commerce continues to rake in greater amounts of revenue for retailers. Marketers looking to grab a bigger piece of mobile should split up their efforts to target men and women differently because of their contrasting shopping behavior. The talk about mobile commerce for retailers is shifting away from simply having a presence towards tailoring the shopping experience to meet the needs of specific groups of consumers. One of the easiest ways for retailers to do this is to break down efforts by gender to get a better understanding of how consumers use their mobile devices as a part of the shopping experience. “Given today’s always-on, multi-device consumer, retailers are looking to grow business in part by driving greater awareness of their mobile sites and apps,” said Eric Feinberg, senior director for mobile, media and entertainment at ForeSee, Ann Arbor, MI.
Take Home Depot’s approach to targeting mobile men, for instance. Home Depot’s iPhone app. Mobile Commerce Stats & Trends. Birmingham City University - Sign In. Social media: Mission not impossible in virtual world. Brands have a greater chance of achieving better results on social media if they target the most active users. Pinterest met with UK bloggers through Pin It Forward initiative Brands are struggling to engage a significant proportion of consumers on social media because many people are relatively inactive on the sites, new research suggests. As many as 41 per cent of people are either passive observers or hardly use social websites. The SocialLife study by market research group Harris Interactive identifies six categories of social media users based on their demographics, attitudes and social media usage.
This includes 20 per cent of people who are labelled ‘social observers’ - those who watch what is happening on social media without posting or actively engaging with content. Lee Langford, research director at Harris Interactive, explains that this segmentation is designed to provide a more nuanced view of social media usage than existing perceptions. Marketers’ response. Point-of-sale advertising is everywhere - even on mobile phones. It is no longer the case that people need to be indoors to access online services. Everywhere that people are with their mobile devices can be viewed as being at the point of sale. As an instant activation tool the mobile can be used to interact with any media anytime, anyplace, anywhere, thereby generating high response rates. Businesses should consider how they can harness this change in consumer behaviour and make it work to their advantage when thinking about teaming it with their advertising efforts - for example, using text message response or directing customers to a website that they can easily access from their mobile phones.
As more and more mobile internet sites appear, mobile search will eventually take centre stage. Eric Schmidt, the CEO of Google, remarked in June 2008 that “We [Google] can make more money in mobile than we do in the desktop, eventually”. The impact of mobile on the consumer purchasing process. The phone has become an integral part of our daily lives. Consumers browse for information, use price comparison sites, and involve friends and family in purchasing decisions — all from their mobile handset. As a result, mobile advertising is having a much more serious impact on the entire purchasing process. It used to be if you wanted consumer awareness you advertised on TV; if you wanted conversions you invested in coupons. But with the ever-increasing popularity of mobile advertising, the entire “funnel” of the consumer's purchasing process is changing.
So just how can an advertiser optimise mobile across all points in the funnel and what are the purchasing stages to be aware of? 1. Building awareness Whether shopping from a smartphone or a tablet device, the purchasing funnel usually begins online as the consumer starts looking for a product or service to satisfy a need. 2. The next stage is the research phase. 3. 4. The complex journey The customer journey is no longer linear. SMEs must optimise mobile channels or risk alienating millions of consumers. SMEs must optimise mobile channels or risk alienating millions of consumers Over half a billion people accessed the mobile internet worldwide last year and research from comScore indicates that the UK alone had over 19.1 million monthly mobile Internet users in 2010, up 4.6 million from the same month in 2009.
So it’s little wonder that, fuelled by the prolific sales of smartphones, marketers have identified mobile as a critical communication channel for their brands. With reports out recently from the IMRG indicating that online sales growth has hit an 18 month low, it has never been so important to ensure that all communication channels are optimised and effectively integrated to maximise customer conversion rates. From a marketing perspective, smartphones are game-changing technology and businesses that successfully integrate mobile marketing into their communication strategy will steal a march on the competition. Getting a competitive advantage with mobile tools. Mobile and text marketing. The rise of smart phones, apps and mobile internet access has made the mobile phone a key battleground in the fight for new business and customers' attention.
And although the pace of technological change has given businesses the chance to try innovative techniques and ideas, there are still opportunities for more traditional kinds of mobile marketing, like text marketing campaigns. One of the main attractions of mobile marketing is that mobile phones are almost always switched on and people usually have them to hand. That means SMS (short messaging service) messages are usually read. Mobile internet is growing fast What's more, the mobile phone has become the first place many people turn in all kinds of situations: to check for directions or to look up the price of a product, for example — indeed, to find any information online.
In fact, with mobile internet access exploding, potential customers are going to try and reach your business via their mobile phones whether you like it or not. Birmingham City University - Sign In. Birmingham City University - Sign In. Birmingham City University - Sign In. Marketing design elements of mobile fashion retail apps: Journal of Fashion Marketing and Management: An International Journal: Vol 17, No 1. Author(s): Victoria Magrath (Department of Textiles and Paper, School of Materials, The University of Manchester, Manchester, UK) Helen McCormick (Department of Textiles and Paper, School of Materials, The University of Manchester, Manchester, UK) Citation: Victoria Magrath, Helen McCormick, (2013) "Marketing design elements of mobile fashion retail apps", , Vol. 17 Iss: 1, pp.115 - 134 Downloads: The fulltext of this document has been downloaded 4642 times since 2013 Abstract: Whilst some may argue that e‐commerce design literature can be applied to the designing of mobile commerce channels, it is an assumption that may come at the expense of the retailer.
Design/methodology/approach A literature review of online and mobile design elements is undertaken, in order to develop and illustrate a holistic framework of stimuli for commercial and academic appreciation. Keywords: Type: Publisher: Emerald Group Publishing Limited. Login to Mintel Reports - Mintel Group Ltd. Login to Mintel Reports - Mintel Group Ltd. Login to Mintel Reports - Mintel Group Ltd. Login to Mintel Reports - Mintel Group Ltd. Login to Mintel Reports - Mintel Group Ltd.