Retail on the Move: M Commerce

If you thought you were spending too much time surfing the net on your phone (and more specifically browsing and buying products) you'd be right- as a new survey (commissioned by Velti) has revealed that we are spending up to two weeks a year browsing retail sites on our mobiles!!!

The research, which was commissioned in order to examine and better understand how consumers are using their mobiles with regards to retail, has also uncovered some other significant details for retailers trying to make in-roads into M Commerce:

High Street Lagging Behind
A significant proportion of consumers surveyed (47% of all consumers and 66% of those demanding IPhone users) said that high street retailers aren't doing a good enough job with their mobile sites, and I'm sure most of us have anecdotal evidence to personally support that- the many retail m-commerce sites that fail spectacularly in terms of usability and are just a nightmare to navigate through on the phone.
Additionally, when asked what sites they had bought from over the phone in the last 12 months, Amazon and EBay dominated with 50% between them, whilst established high street retailers such as Tesco, Argos, Next, barely got a look in (7%, 4%, 1% respectively)

How to Win Us Back
But, it turns out us mobile shoppers are a pretty cheap date, as we can be easily bought back with a targeted SMS from a retailer/brand, 50% of respondants saying this has enticed thme to make a further purchase from that retailer.
And interestingly, 82% of those surveyed who use their phones whilst watching TV said that they research further details around a product or service on their mobile devices after watching an ad- demonstrating the potential synergy between media channels and the value of TV advertising in a digital age. .


PAYG vs Contract
  Finally, it's the PAYG customers who are spending a fortnight a year on mobile retail sites- the contract/IPhone users are on for a measly eight days a year in comparison. This presents a strong opportunity for retailers to better target these consumers, who Vodaphone say are typically younger consumers (those not old enough or ready for a contract) who are very technology and social media savvy, with their m-commerce offerings.
 

Some food for thought there for clicks and mortar retailers working on their m-commerce offering, who get a Bminus for effort. Look to pure play e-comm retailers for inspiration, sweet-talk us round with some targeted SMS deals, a harmonious multi-media marketing campaign, and embrace the very present younger m-commerce consumer.