We're buying more from our mobiles, research shows
Research conducted by London-based research agency Loudhouse has highlighted the growing appetite for mobile transactions among consumers, with 56 per cent of the Asia Pacific-based participants in the study having used a mobile phone to purchase goods or services.
Loudhouse surveyed 3288 people in the region across China, India, Japan and Australia as part of a global study on mobile sponsored by ERP software powerhouse SAP.
The new report revealed that out of the APAC segment of participants, 42 per cent hadn't used a mobile for purchase but wanted to. Only 2 per cent of consumers surveyed hadn't used a mobile for at least one purchase.
The most popular payment activity is paying bills; particularly telecommunications bills, but paying utility bills also rated highly. However, almost half – 49 per cent – of those who had made payments from their mobile device had bought clothing or footwear. Forty seven per cent had purchased books or ebooks and 45 per cent had bought groceries with their mobile.
The big driver of mobile purchasing? Convenience. The most popular reason for using mobile for purchases was being able to use it on the go, followed by general convenience, anytime purchasing, speed and ease of use.
The biggest challenges to mobile transactions were having to enter a lot of personal information to make a purchase and security, followed by intermittent Internet connectivity on phones.
While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?
Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.
Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.
In Episode 10 of this new podcast series, BrandHook MD, Pip Stocks, talks with Country Road GM of brand and customer experience, Col Kennedy, about how brands enabling teams to support the customer no matter what they want to achieve is vital to the engagement equation.
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