2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 9/28/2012
Mobile Trends
With demand for tablets expected to be particularly strong in the fourth quarter, International Data Corp (IDC) has
raised its forecast for worldwide tablets shipments to 117.1 million units in 2012, up from its previous forecast of
107.4 million units. Additional forecasts include:
– The iPad will end 2012 with a 60% share of the tablet market in 2012 but by 2016, IDC expects the iPad’s share to drop to
58% as other tablets gain.
– IDC expects Android to get a boost in the second half of 2012 from the Nexus 7 and the new Kindle Fires.
Forrester partnered with Shop.org for their annual survey, “The State of Retailing Online 2012: Investments in Mobile
& Tablet,” focusing on online retail executives and their adoption of various web-related technologies and the
investment levels associated with those initiatives. This year, Forrester focused very specifically on mobile
technologies (defined as both smartphone and tablet efforts). Key findings include:
– Commerce on smartphones and tablets keeps growing, but retailer investment levels remain modest: In fiscal year (FY) 2011,
half spent less than $100,000 on smartphone projects, with 14% spending nothing; almost 75% spent less than $100,000 on
tablet initiatives, with 18% spending nothing.
– A common conundrum for retailers is whether to focus on consumers using mobile devices outside the store or to focus on
in-store use by consumers and/or store associates. While the ROI is still unclear and untested in many areas, eBusiness
professionals in retail are still largely investing in services like mobile point of sale and e-receipts.
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3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 9/28/2012
Mobile Trends (cont.)
According to findings by online market research company uSamp, about a third of men have purchased digital content
via their mobile devices. Almost the same amount of men have purchased consumer electronics on mobile, and 23%
have used the device to buy movie and event tickets. Additional findings include: (eMarketer)
– Men overindex on most mobile shopping activities, not just buying.
– The study by uSamp indicated that 91% of male mobile device users have scanned a mobile barcode, compared to 85% of female US
mobile users.
– Women continue to use mobile coupons more often than men.
– 44% of female US smartphone users redeemed an online coupon via mobile in November 2011, compared to 34% of men.
– 32% of US female smartphone users have opted in to receive location-based mobile coupons, compared to only 26% of men.
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4. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 9/28/2012
Mobile Trends (cont.)
A new Forrester study points out that while consumers may be embracing apps more than ever, it doesn’t mean they
want to download your branded app. The report, “Mobile Apps for Marketing,” by analyst Melissa Parrish, lays out a
number of factors to consider before pushing ahead with app development, including:
– Only 43% of U.S. mobile users have any apps on their phones, amounting to 39% of all online adults.
– Gen Y and Gen X together make up about two-thirds of the app audience. But only 19% of what it calls “Older Boomers” (ages 56 to 66)
use mobile apps.
– Forrester recommends that marketers follow a four-point “addressability framework” to make sure their app isn’t used once and
deleted:
1. Determine who the intended app customers are and whether they are potential new users or brand loyalists in search of rewards.
2. Figure out what the context is for the app -- where and when people will use it.
3. Determine what need does the app fulfil.
4. Choose the right technology to suit the purpose of the app.
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