According to the first annual “Adobe Scene 7 Mobile Commerce Survey” from Adobe Systems Incorporated, a lot of businesses deem mobile websites as an important cog for their mobile commerce strategy, while only a tiny minority seem to think the same about mobile applications.
The survey found that 80 percent of respondents across several industries expressed a desire to make a mobile website their predominant mobile commerce presence – this group plans on deploying a mobile website or has already deployed one.
On the other hand, just 8 percent of respondents pointed to a downloadable application-only mobile commerce strategy.
Promotions, commerce, product information and branding are the four key areas of focus for businesses’ mobile strategies, according to Adobe, with 75 percent of respondents pointing to promotions as the core of their mobile strategy, “validating the mobile channel as an important method to drive traffic and support multi-channel commerce.”
Since multi-channel shoppers tend to buy more, it’s key for companies to do a good job of reaching customers across all channels, including mobile. “The survey results demonstrate the opportunities that exist for companies to fully leverage rich visualization features to improve their emerging mobile presences and drive cross-channel sales,” said Sheila Dahlgren, senior director of product marketing at Adobe.
More than 55 percent of respondents said full-screen image zoom and videos are “indispensable viewing features for driving conversion.”
Catalogs and brochures, alternative images, and zoom and pan were the most effective visual merchandising features, according to 96 percent of respondents. Just 18 percent of respondents are using rich visual merchandising features for mobile commerce. However, up to 81 percent of respondents said they have plans for deploying these features in the next 12 months.
According to a report from The Luxury Institute, 7 percent of affluent mobile devices users (minimum annual household income of $150,000) made purchases from their mobile devices “frequently,” while 13 percent do “rarely” and 80 percent “never” do.
For ultra-affluent mobile devices users (minimum net worth of $5 million, minimum annual income of $200,000), 17 percent “frequently” made mobile purchases, while 10 percent “rarely” do and 73 percent “never” do.
Forty percent of affluent mobile device users called someone about a planned purchase, compared with 31 percent of ultra-affluent users.
Eleven percent of both affluent and ultra-affluent users received mobile coupons via their mobile devices. Meanwhile, 11 percent of affluent users downloaded and used an app from a retailer or brand, compared with 12 percent of ultra-affluent users..
Sources:
http://www.adobe.com/aboutadobe/pressroom/pressreleases/201008/081210AdobeScene7MobileCommerceSurvey.html
http://www.emarketer.com/Article.aspx?R=1007859
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