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eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile to the Mix

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eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile to the Mix

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As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. Topics in this webinar include: How consumers are using smartphones for shopping even when they’re not on the go; What changing mobile conversion rates mean for the path to purchase; How increasing digital shopping research means less time spent in stores; What millennials are doing across channels.

As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. Topics in this webinar include: How consumers are using smartphones for shopping even when they’re not on the go; What changing mobile conversion rates mean for the path to purchase; How increasing digital shopping research means less time spent in stores; What millennials are doing across channels.

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eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile to the Mix

  1. 1. © 2016 eMarketer Inc. Made possible by The Changing Path to Purchase: What It Means to Add Mobile to the Mix Krista Garcia Analyst August 25, 2016
  2. 2. © 2016 eMarketer Inc. The traditional purchase funnel A remnant from when print and TV ads ruled
  3. 3. © 2016 eMarketer Inc. The current shape of things
  4. 4. © 2016 eMarketer Inc. 7:53am: Smartphone email at home
  5. 5. © 2016 eMarketer Inc. 10:30am: Desktop at work
  6. 6. © 2016 eMarketer Inc. 11:44pm: Tablet in bed
  7. 7. © 2016 eMarketer Inc.
  8. 8. © 2016 eMarketer Inc. Mobile in the Mix
  9. 9. © 2016 eMarketer Inc. What’s changing? “Mobile, combined with the ability to leverage location for a more relevant and tailored experience, has changed consumer expectations when it comes to purchases. The personal and on-the-go nature of mobile, the convergence of online and offline, and the increased expectations for consumers to have what they want delivered to them immediately has fundamentally disrupted the path to purchase.” —Sarah Ohle, senior director, global research, xAd
  10. 10. © 2016 eMarketer Inc. 39.1% 17.0% 0% 25% 50% 2016 2017 2018 2019 The double-digit growth in retail mcommerce is a byproduct of there being more mobile shoppers and consumers growing more comfortable with shopping on the go. Retail mcommerce sales will experience rapid, double-digit growth Three key factors are making it easier for consumers to buy products on mobile devices: 1. Large-screen smartphones 2. Android Pay and Apple Pay 3. Better optimizationUS Retail Mcommerce Sales (YOY growth %) US Retail Mcommerce Sales (billions) $123.13 $208.58 2016 2017 2018 2019
  11. 11. © 2016 eMarketer Inc. 84.0% 86.0% 44.5% 46.2% 35.5% 35.3% 19.0% 27.0% 0% 100% 2016 2017 2018 Eight out of 10 US smartphone users shop on their phone, but less than half buy something Shoppers Buyers App buyers Proximity mobile payment users Less than one half of US smartphone users will buy products or apps through their phone. Roughly a quarter will use their phone to pay for a product or service in a store (a proximity mobile payment). Activities Conducted by US Smartphone Users (% of smartphone users)
  12. 12. © 2016 eMarketer Inc. 90.5% 91.4% 70.0% 71.0% 43.6% 43.3% 0% 50% 100% 2016 2017 2018 Shopping and buying are the most popular activities among US tablet users More than two-thirds of all US tablet users will regularly make a retail purchase on their device. Almost half of US tablet users will buy apps for their device. Activities Conducted by US Tablet Users Ages 14+ (% of tablet users ) Tablet shoppers Tablet buyers Tablet app buyers Nearly all US tablet users shop with those devices.
  13. 13. © 2016 eMarketer Inc. Mobile matters even if it’s not the last touchpoint “Mobile may not be the finisher of a sale, but it’s an assist. It’s in the middle of that cycle, and you need to be there.” —Jeff Campbell, Co- Founder and Managing Director, Resolution Media “We've seen a large number of customers who research products on the phone, in the app and on the site, but they ultimately visit the store to complete the transaction.” —Kartik Subramanian, Director, Product Management and Mobile Commerce, Walgreens
  14. 14. © 2016 eMarketer Inc. Research (and Amazon’s role)
  15. 15. © 2016 eMarketer Inc. Digital influences all channels 82% of US internet users research products online before going into a store (Source: Salesforce, Oct. 2015)
  16. 16. © 2016 eMarketer Inc. Amazon is the start of many shopping journeys
  17. 17. © 2016 eMarketer Inc. Why Amazon? Mobile is an opportunity for retailers
  18. 18. © 2016 eMarketer Inc. Amazon and retail sites lead to in-store sales For price comparison, too: • Online-only retailers (56%) • Retailer sites (51%)
  19. 19. © 2016 eMarketer Inc. Retail brand names influence research 40% of shoppers who bought a computer at Wal-Mart had searched Amazon within 24 hours Nearly 80% of keyword searches also included a retailer’s name "Consumers definitely don’t just think about the product in a vacuum; they almost always think about the product in the context of the retailers where they are most likely to go to and buy this product.” —Becky Wu, Senior Executive Vice President, Research, Luth Research
  20. 20. © 2016 eMarketer Inc. Price and size influence the discovery phase
  21. 21. © 2016 eMarketer Inc. Most digital buyers research purchases made online the day of the purchase or the week before
  22. 22. © 2016 eMarketer Inc. Most shoppers take over an hour to convert 42% of all purchases happen within 60 minutes of a shopper’s first visit to a website (source: Monetate, Q1 2016)
  23. 23. © 2016 eMarketer Inc. Devices and Channels
  24. 24. © 2016 eMarketer Inc. Shoppers tend to buy on the same device used for browsing
  25. 25. © 2016 eMarketer Inc. Desktop-only research is the most common method among digital buyers, but that behavior is shifting to mobile
  26. 26. © 2016 eMarketer Inc. A higher number of multidevice users purchased with a tablet when it was part of the equation Purchase completed on: % who used multiple devices in path to purchase (Criteo, Q4 2015) 35% 43% 37%
  27. 27. © 2016 eMarketer Inc. Location
  28. 28. © 2016 eMarketer Inc. Smartphones are no longer exclusively on-the-go devices
  29. 29. © 2016 eMarketer Inc. Smartphone research is increasingly being done in the home, surpassing on-the-go research in 2014
  30. 30. © 2016 eMarketer Inc. At-home research is affecting foot traffic “They’re spending less time in the store because they already know what they want and they’ve done the research, and they’ve been retargeted to really drive it home.” —Jeff Campbell, Co-Founder and Managing Director, Resolution Media
  31. 31. © 2016 eMarketer Inc. “Instead of mobile being a small part of the journey where people would enter the facility and then make a decision, the decision would be made on the mobile device before they enter.” —Melissa Burdon, Director, Marketing Optimization, Extra Space Storage Image source: Extra Space Storage Sales increased 23% after providing more mobile info
  32. 32. © 2016 eMarketer Inc. Showrooming isn’t what it used to be
  33. 33. © 2016 eMarketer Inc. Digital buyers often make purchases in-store
  34. 34. © 2016 eMarketer Inc. Consumer Behavior
  35. 35. © 2016 eMarketer Inc. Everyone prefers digital over in-store for research
  36. 36. © 2016 eMarketer Inc. When shoppers decided to buy digitally:  Laptops were favored by Asians (71%)  Hispanics used mobile phones the most (57%)  Whites had the highest desktop usage (48%)
  37. 37. © 2016 eMarketer Inc. Price comparison is the leading shopping-related mobile activity among all except for boomers
  38. 38. © 2016 eMarketer Inc. 61% of US internet users start shopping on one device but continue or finish on another (Source: Google/Ipsos Connect, March 2016) Younger shoppers are more inclined to use multiple devices 84% of millennials do this (Source: Google/Ipsos Connect, March 2016)
  39. 39. © 2016 eMarketer Inc. Younger generations have stronger feelings about the importance of retailers having physical stores than older shoppers
  40. 40. © 2016 eMarketer Inc. Interest in omnichannel shopping options isn’t strong
  41. 41. © 2016 eMarketer Inc. Privacy is less of a concern for younger shoppers
  42. 42. © 2016 eMarketer Inc. Meeting expectations in-store … Image source: Sephora Image source: Warby Parker Reading reviews is the leading reason (79%) why US female beauty buyers use mobile in-store (Facebook IQ, Feb. 2016)
  43. 43. © 2016 eMarketer Inc. … and at-home or anywhere Image source: Sephora 57% of omnichannel beauty shoppers say that in the future they will start or buy more beauty products on their smartphone (GfK, Sept. 2015)
  44. 44. © 2016 eMarketer Inc. Augmented reality: Jerome’s Image source: Jerome’s  Users are 35% more likely than other site visitors to call the company, get directions to a store or fill out a finance application.  65% are more likely to buy.
  45. 45. © 2016 eMarketer Inc. Opportunities and Challenges
  46. 46. © 2016 eMarketer Inc. Consumer expectations are a challenge
  47. 47. © 2016 eMarketer Inc. A majority of marketers lack confidence in understanding customers
  48. 48. © 2016 eMarketer Inc. O2O sales attribution is still a work in progress
  49. 49. © 2016 eMarketer Inc. Successful marketers focus on analyzing different factors than others
  50. 50. © 2016 eMarketer Inc. Personalization “We look at technologies and solutions, whether it be consumer-facing or employee- based, that will remove points of friction from the path to purchase. It could be as simple as using a geofence to identify when a customer walks into a store and showing them information like their point balance and store-specific promotions, which would be useful to know before they purchase certain products.” —Kartik Subramanian, Walgreens
  51. 51. © 2016 eMarketer Inc. O2O sales attribution is still a work in progress
  52. 52. © 2016 eMarketer Inc. 47% of marketers tracking the path to purchase consider their capabilities to be good or excellent
  53. 53. © 2016 eMarketer Inc. Technology is improving but still a challenge “Even with just online, being able to connect the dots across different devices and publishers is already hard enough. And to be able to tie offline transactions to offline sales is even harder, because a lot of the time, advertisers just don’t have the right technologies and tools in order to do so.” —Anh Bui, Product Marketing Manager, Facebook
  54. 54. © 2016 eMarketer Inc. Recap 1. Mobile has changed consumer expectations when it comes to purchases. 2. Consumers are better informed than ever, and time between research and purchase is shrinking. 3. Multidevice usage is common, and smartphones are no longer on-the-go devices. 4. Age plays a large role in mobile consumer behavior. 5. Understanding the customer journey is still a challenge for marketers.
  55. 55. © 2016 eMarketer Inc. IBM Marketing Cloud helps you use customer behavior to deliver custom experiences and messages across the entire buyer journey. So you can reach the right people, with the right content, at the right time. Visit ibmmarketingcloud.com
  56. 56. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Krista Garcia The Changing Path to Purchase: What it Means to Add Mobile to the Mix  Digital Shopper Marketing Trends in the US: Getting Personal in the Aisles  The Changing Path to Purchase: What It Means to Add Mobile to the Mix  Cross-Border Ecommerce 2016: A Country-by-Country Look at Consumer Behavior and Trends

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