The year 2012 shows an impressive growth of the Mobile Internet, especially in the developing countries. The desktop loses more and more control, and shows an increasing shift to smartphones and mobile devices. The trend towards mobile Internet access and the mobile workforce cannot be stopped any longer. It offers some massive opportunity for businesses if they are open and think about how to approach the mobile freedom of the mobile workplace. More latest trends were uncovered and collected by Background.org in this infographic.
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It will be one of these studies that will make the car and travel industry think. Nielsen, xAd and Telmetrics just published the third part of their “mobile path to purchase” study. The research is based on findings for the travel industry, restaurants and the car industry. The study found some significant differences in the consumer behavior from the three industry sectors. Especially for the car industry the findings seem notable…
The research discovered four types of mobile car users: car researchers, car, deal hunters, ircumstantial or emergency users, gear heads. All showed different signs of behavior, demographic and income profiles. There are some significant findings.
Half of the mobile car search was done as a longer term research. However, 49% were “looking to make a purchase within the day.” Even more, 36% of this part converted “within the hour.”
By comparing the three categories, the study found some elementary difference between apps and mobile web usage. While car searchers are heading for mobile web usage (maybe because their demand is not of daily expertise with these apps), the travel search is done predominatly via apps.
The study also clarified some differences between smartphone and tablet user behavior which was especially in the automotive category of importance for the car industry:
– Tablet owners are 3x more likely to be influenced by positive reviews than smartphone owners
– Tablet users spend more time looking at reviews and doing price research than smartphone users
– 42% of smartphone users do some research while in their cars
Most car search activities were business directions (44%), pricing comparison (43%) and phone numbers to business impact (36%).
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We have already seen some really cool window shopping experience by Neet-a-Porter at the beginning of the year. However, this version by adidas NEO is actually taking window shopping to a next level: an interactive digital window concept that connects to your smartphone. With this concept, it is possible to shop at their store after hours without an app or scanning a QR code.
This completely interactive in-window shopping experience lets consumers flick through clothing board according to your own taste and play with a model. They are even trying on every item. So, it is easier to see exactly how the clothes look (on a model). Now, you just need to imagine how you look like in the clothes.
This is how it works: By typing in the special URL you can connect your smartphone to the window and take control of a virtual shopping bag. Any product dropped into the window’s shopping bag instantly appears on your mobile ready to save, purchase or share with friends.
You can check out this window at adidas NEO Nürnberg store for a six-week pilot test.
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While Facebook turns more and more to search and ad exchange budgets, Google is still riding the mobile wave. In many moderations over the last two years, I could listen to their attitude towards building mobile websites, and why these are important to the business of the future. However, companies often resist to face the mobile evolution and still stick to their conventional desktop websites. Not to mention what this does to their brands when the user experience is driving into a nightmare of usability and readability.
To get more attraction for their mission, Google has now published some research data on their blog that will help them to evangelize in the mobile business world approach. The benefit for Google is obvious. The more people use mobile sites, the better the experience in mobile usage, the more people tend to approach the Google search which means more marketing budgets into their hands.
In their research of about 1,100 U.S. adult smartphone users conducted by market research firms Sterling Research and SmithGeiger, Google gives some handsome advertising tips to make marketers better understand and evaluate the power of mobile.
The key findings can be summarized as follows…
– 67% of smartphone users state a mobile-friendly site makes them more likely to buy a company’s product or service
– 74% are more likely to return to the site with a good experience later.
– 61% made clear that when they don’t find what they’re looking for (in roughly five seconds), they’ll click away to another site.
– 50% of respondents said even if they like a business, they’ll use its site less often if it doesn’t work well on their smartphone.
– 72% see a mobile-friendly site important to them, however 96% have visited sites that aren’t.
Spot On!
The Google study advices marketers to create a fast mobile site with big buttons and text, and simplify the mobile experience in terms of keeping steps to complete tasks to a minimum. For sure, Google did not forget to promote the site with Google mobile ads with some good results: two-thirds of people who use search find a site. Their conclusion is that “having a great mobile site is no longer just about making a few more sales. It’s become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you”. There is not much more to add.
Still, we would be happy to hear from your mobile experience – with or without Google. Did you change your site lately and what did it do to your sales?
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Graduates need to take a look into the future. Some do it quite well and are creating an exciting picture of times and technical evolution ahead of us. The following short film “Sight” by Sight Systems was done from Eran May-raz and Daniel Lazo. It was developed from a graduation project from Bezaleal academy of arts and is definitely worth watching.
It somehow reminded me of the Google Glass project, a research and development program with the intention to create products that are hands free displaying information. For now, these are currently just available to most smartphone users, and allowing for interaction with the Internet via natural language voice commands, in a manner which has been compared to the iPhone feature Siri, as Google explains.
Whether there are similarities between the two projects or not, the film tells a story of a world which gets new impact through augmented reality glass technology. And if we will wear traditional glasses, contact lenses or whether these are implanted in the end, only the future can tell. However, the vision created in this film is scary, eye-opening to AR technology opportunities, and somehow disturbing the fascination of the unknown, unexperienced and undiscovered. Life as it is.
But now, watch it and tell us what you are thinking…?
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The world is talking mobile. Desktops are dead. Smartphones and tablets are rocking! The market for mobile is massive and continues to grow around the world. Mobile is redefining the world we live in, the way we interact and the way we communicate on a daily basis.
The following infographic by Trinity explains nicely in a collection of stats how much the mobile market will influence our daily shopping behavior in the future. You just have to have a look at some numbers…
Worldwide, there are 6 Billion mobile subscribers. Obviously some own two devices which means that probably not 87% of the world population has one. The biggest growth comes from China and India that account for 30% of the growth. In only the last three years, developers have thrown 300.000 apps on the market. One of the main reasons why 1.2 Billion users access the Internet from their mobile devices. And the winner of all this development? Google! They sign 2.5 Billion USD in mobile ad spendings a year.
Mobile is exploding all over the world in 2012. And no marketer can dare not to see this development…
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What is almost as important for business travelers as water and food? Smartphones and tablets. They are slowly placing themselves as top necessities. Being accessible at airports, at train stations, or on the tube is simply improving by mobile tools which make them the most connected power users of these tools. The question is whether mobile devices make them more effictient in their business efforts? I think they do…
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When we posted “A Day made of Glass” by Corning last year, we all got to know some intelligent opportunities how digital glass displays might organize our daily lives in the future. Now, Corning comes up with the next, extended version of their “Day made of Glass”.
Last year when we watched the video, we were wondering which technology and intelligence lies behind the highly engineering glass. Or which partners they might be using to create the technology intelligence in order to shape our modern world. This time a narrator leads us through the story to explain the details of the technology. The video gives us some clearer picture of what could be friction, and what (science) fiction. Bearing the new Samsung TV screen and Daimler’s DICE outlook in mind, we should be prepared for a future made of glass…
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We all know that the web economy is exploding at the moment in terms of activity and users. In the next four years the value of the web is expected to achieve a valuation sum growing from 2.7 to 4,2 trillion pounds. This means that the value of the web economy in the G20 countries is nearly going to double in the next four years.
The global web user base is expected to increase foe 1,9 to 3 million users by 2016 – almost half the world’s current population. All these findings are based on a new report commissioned by the Boston Consulting Group. Still, the report also states that there is at present no standard way of measuring the parts of web economy that is ‘digital’.
Boston sees the growth in the evolution of the mobile web access as 80% are assumed to access the web via smart mobile phones. Thinking back to 2010, which is just about two years back, mobile internet access accounted for just over 4% of the G20 economies. The study makers claim that each household has an approximate valuation of 2,000 pounds worth of purchases online before buying.
Some more key conclusions from the study…
– Digital transformation is key for companies. Companies have to build their digital assets and reduce the digital liabilities that limit their ability to tap rich opportunities. People, processes, and organizational structures need to change and adapt them to the digital world.
– IBM forecasts 1 trillion devices to be connected to the Internet by 2015. This has an effect on the ways companies interact with customers and run their supply chains but also how traditional industries have to build their business.
- Companies such as Amazon, Apple, Facebook, and Google shape the Internet, in China this might be Baidu and Tencent or in Russia Yandex.
– The power of digital experience goes far more local in terms of impact on everyday life, reflecting economic, political, national characteristics and social influences specific to individual countries.
– The “Millennials” have different expectations as employees, consumers, and citizens. TheArab Spring protests and grass-roots “occupy” movements in the West are the most visible manifestations of the power of the Millennials to shape society and commerce.
Spot On!
Seeing the rapid economical and market changes, the intensity of competition will improve and increase. Companies and brands will need to plan more flexible in terms of their strategic approaches how to reach clients than in earlier years when long-term planning cycles were the common status. Today, it will be important to create an adaptive strategy planing and restructuring process.
PS. A challenge might be if evangelist entrepreneuers like this guy spread market distraction and confusion….
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Augmented Reality shopping is definitely a new trend these days. NET-A-PORTER have launched their Augmented Reality Shopping Windows in different capitals around the world like Sidney, Munich, London, Paris and New York.
The following video demo comes from late last year’s Fashion Night Out celebrations in London and New York. It will be rolled out globally now for the new Karl by Karl Lagerfeld collection. Consumers need to download the NET-A-PORTER iPhone/iPad app, then visit the stores and can use the Augmented Reality like a new shopping experience.
When pointing the iPad camera at the window, this will publish 360 degree product models doing their best on a video catwalk. It also displays product information, the clothes price and obviously the ability to purchase immediately.
Isn’t this a cool idea to offer a 24/7 shopping life? These doors are always open in the future. Well, ok their online shop as well but it is a different kind of shopping experience right…? Community shopping on the street…
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While Facebook turns more and more to search and ad exchange budgets, Google is still riding the mobile wave. In many moderations over the last two years, I could listen to their attitude towards building mobile websites, and why these are important to the business of the future. However, companies often resist to face the mobile evolution and still stick to their conventional desktop websites. Not to mention what this does to their brands when the user experience is driving into a nightmare of usability and readability.
