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.
Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.
Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.
The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
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