LISTINGS
CLIENT CASE STUDIES
DIGITAL MARKETING CONFERENCE
ESSAYS
CASE STUDIES
UPFRONTS
UPFRONTS
MOBILE
JAMIE BELNIKOFF Associate Director, ICM
Research: mobile search is purposeful but unpredictable
Research: taking on take-up in mobile
T
owards the end of 2011, ICM ran research into the
changed, this year ICM examined how mobile is being used to deliver loyalty rewards and whether take-up rates among young audiences can be improved.
that many schemes weren’t making offers relevant to today’s connected audience – particularly 18
Eighty-six per cent of Brits are signed up to at least one programme, and 40 per cent to three or more. However, getting people to actively participate in schemes isn’t easy. Almost two belong to and a third of 18 to 24 year olds aren’t signed up to any programme at all – the highest rate in any age group. (The older you are, the report found, the more likely you are to be signed up to a loyalty programme). As a highly connected audience, there is clearly an opportunity to engage 18 to 24 year olds in loyalty schemes using mobile and social media, but the offer has to be attractive: vouchers for an online retailer would resonate the cinema and events more appealing than older age groups.
Thirteen per cent of smartphone users are already using loyalty
sign up to relevant location-based offers pushed directly to their phones. As smartphone penetration grows, it’s clear that brands would be well advised to develop their mobile loyalty offering.
icmresearch.com A
ccording to the report Mobile Consumers & You commissioned by Tradedoubler, which examines the commercial behaviour of smartphone owners in Europe, 71 per cent of users search for product
information on their devices. Just over half do so every month
per cent among iPhone users.
during the later stages of the purchase journey. Almost a third of smartphone owners are on the lookout for vouchers each month and the report reveals that 87 per cent said they had gone on to take further action – either continuing their product research or completing a purchase. The report also reveals that focused mobile search also crosses category lines, including buying music, clothing, event and train tickets, holidays and cosmetics and cars.
Yet, the fact that purposeful research is carried out on a mobile device is no guarantee that the purchase itself will be completed through that device. Whereas those researching on a PC are highly likely to complete purchases using the same device (and in many cases in the same session), mobile researchers are not so predictable. The conversions take place – but where and when is up for grabs. If retailers, merchants and brands want a slice of the mobile commerce action, Tradedoubler reports, they must take the initiative in anticipating mobile researchers’ next moves.
Read the whitepaper:
tradedoubler.com/shopping-on-mobile
15% of iPhone users would rather abstain from sex for a month than give up their device. Source:
Gazelle.com
57% of women would rather give up sex than stop using the internet. Source: Cosmopolitan
Issue No.16 - FIGARODIGITAL 07
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