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SKOPOS Market Insight IRX2012
1. Fast food
m-commerce
1
What do consumers
actually want from
mobile retail?
An in-depth look at what research among
consumers reveals about their habits,
how they view mobile and what it can
give them
Scott Dodgson
Director - Research, Insight, Consulting
SKOPOS market insight - Europe (London)
SKOPOS MTrack
TM
UK Active Digital Society
2. Retail &
Shopper
2
SKOPOS In a nutshell …
Digital
& Mobile
Insight &
Illumination
Full service
Bespoke/custom/ad hoc
Tracking & Syndication
UK & International
Customer Insight & UX
It’s all about the best experience…
3. Fast food
m-commerce
3
What do consumers
actually want from
mobile retail?
An in-depth look at what research among
consumers reveals about their habits,
how they view mobile and what it can
give them
Scott Dodgson
Director - Research, Insight, Consulting
SKOPOS market insight - Europe (London)
SKOPOS MTrack
TM
UK Active Digital Society
4. 4
So, what do consumers actually want from mobile retail?
Ultimately, it is about delivering a
1st class customer experience
(a fast, efficient & effective service
that is available on the go)
In this respect, mobile is no different to
any other servicing & acquisition channel
7. Average
number
of apps on
mobile
SKOPOS MTrack
TM
SKOPOS MTrack - Base: 378 respondents (web enabled phone users) - wave 4 data
Q17. Approximately how many apps do you have on your mobile?
M-shoppers more apptive…
20
Web enabled
phone users
Average
number
of apps on
mobile
24
Mobile
shoppers
7
8. 8
TV news & information 32%
Social networks 43% 2
Music 39% 4 5
News (latest today) 40% 3
Weather 52%
1 Shopping 31% 6
SKOPOS MTrack
TM
The mobile content countdown…
SKOPOS MTrack - Base: 521 (mobile users) - wave 4 data (Jan 12)
Q20. What types of information and content do you like to read or access via your mobile?
9. 9
Do/Accept Potential
Currently do, and
are likely to do in
the future
Are likely to do in the
future, but don’t
currently do
SKOPOS MTrack - Base: 521 (mobile users) - wave 4 data (Jan 12)
Q16. Thinking about your mobile phone(s) and/or mobile device(s) which of the following…
M-Shopping lagging behind comm’s & content SKOPOS MTrack
TM
Download new apps 49% 23%
Read newspapers / magazines / articles 40% 21%
Send / receive emails on your mobile 59% 19%
Use an instant messaging service 39% 26%
Use social networks 50% 14%
Order products and Services 29% 29%
Order groceries/food/drink 15% 29%
Book movie tickets 14% 36%
Book travel / a holiday 14% 29%
Some up-claim due
to voice unavoidable
11. 11
US ‘explosion’ in m-commerce
Tablets:
In the US, visits to retail sites via the iPad outnumber
other mobile devices, even the iPhone
The iPad is a leading commerce platform NOW
US study - Jan 2011
10,000 visitors to the biggest
e-retail websites
• 56% compare price information
• 46% compare different products
• 35% look up product specifications
• 27% access product reviews
Mobile shopping behaviour:
12. 29% have paid/ordered
using their mobile
5% via their tablet
12
Have bought online 99%
More gradual UK m-commerce growth
SKOPOS MTrack
TM
SKOPOS MTrack - Base: 521 (UK Active Digital Society) - wave 4 data (Jan 12)
Q11. / Q16. / Q27. / Q32. Have you ever paid/ordered...?
(Some up-claim
due to voice)
13. 13
Mobile now forms a major component of the purchase path
• 45% compare price information
• 29% purchase products & services
Mobile shopping behaviour:
1 in 7
order groceries /
food & drink
via their mobile
SKOPOS MTrack
TM
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Jan 12)
Q16. Which, if any, of the following do you currently do via your mobile...?
14. 14
Why the shift in user behaviour?
1. Mobile addiction
2. Smartphone & true mobile web
3. Easy, instant, on the go access
4. Useful apps & functions
This is ingraining new sets
of daily behaviours & tasks
Availability:
Usability:
23. 23
But, mobile payments have still to become mainstream
Usage barriers/limitations:
• Security (unfamiliar) code
• Acceptance in more stores
24. 24
Augmented Reality
Bar Code Scanning
(to source products and best prices etc)
Personally
used via mobile
Aware but
not used
Quick Response (QR) Codes
2% 16%
12% 36%
21% 60%
SKOPOS MTrack
TM
Usage & awareness of advanced
mobile functions low & limited, but…
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Jan 12)
Q22. Which of the following have you (a) heard of but NOT used, (b) personally used via your mobile (c) not
heard of?
Deals & discount vouchers sent
to your mobile (based on location)
19% 37%
Mobile Contactless Payment 4% 67% 51%
Likely to use or accept a
mobile to pay with
instead of
using a credit/debit card
25. 25
Mobile can also play a major role in deal commerce strategies...
Mobile brings RELEVANCE to deal commerce
Relevance in time & place
Relevance in interests
Relevance in value
• The deal needs to be relevant for me right now right here -
whilst I’m in shopper/purchase mode
• Combing location, time of day & spending pattern data =
greater chance of getting a deal right
• Proportion of the deal (saving) must be high enough to
drive mobile payment usage
Mobile’s contribution to
deal commerce
- June 2011
27. 27
46%
44%
29%
24%
18%
13% Dominos
13% McDonald’s
11% Sainsbury
10% Marks & Spencer
10% Starbucks
9% ASOS
9% Ocado
9% Subway
8% John Lewis
7% Debenhams
7% KFC
7% Morrison
6% WH Smith
5% Waterstones
SKOPOS MTrack
TM
Digital retailer brands
best for mobile channel association, but…
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data
Q21c. Which, if any, of the following RETAIL / FOOD & DRINK companies do you most associate with the mobile
and mobile devices/channels?
No Retail / Food &
Drink Brands
30%
28. 28
Male 48%, Female 51%
Gender
16-25: 14%, 26-40: 34%,
41-60: 45%, 61+7%
Under £10k: 10%, £10-£20K: 22%, £21-
£40k: 31%, £41-£60k:17%, £61-£80k: 7%,
£81-£100k: 1%, Over £100K: 2%,
Prefer not to say: 11%
Full time 35%, Part time 18%,
unemployed 29%, Retired 18%
Age
Household Income
Employment Status
UK Active Digital Society
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data
SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 data
M-Shoppers more likely to be younger
(but equal on gender)
SKOPOS MTrack
TM
16-25
19%
26-40
47%
=
Mobile Shoppers
29. Advantages of Shopping/Purchasing
on Mobile Phones/Devices...
29
“Can do it whilst out and about.”
“Can do wherever...compare
prices while in-store.”
“Its quick and I can do it in my
own time.”
“No need to carry cash or
(debit/credit) cards.”
I can do it in my own time 52%
On the go 65%
Convenient 62%
No need for cash 34%
It’s easy to do 46%
Quick 45%
SKOPOS MTrack
TM
SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 data
Q18. What do you consider to be the advantages of using your mobile/mobile device for activities such as
shopping & paying?
32. 32
Mobile: currently the worst channel for customer experience
Purchase channel
quality of the customer experience
• As m-commerce grows, so does the importance of the user experience
• Only 9% stated that the m-shopping customer experience was good
• 83% of m-shoppers encountered some kind of problem
• Retailers need to make mobile checkout as easy as possible
Reducing Customer Struggle Report
- June 2011
33. 33
Lack/loss connectivity 46%
Small screen 63%
“It’s not always easy to navigate
around sites if not set-up for mobile
use.”
“It makes everything very
impersonal..no need for
shops/shopworkers.”
“You can’t really see what you’re
buying and what size it is.”
Time, it takes longer 28%
Security 44%
Difficult to navigate sites/apps 33%
SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 data
Q19. What do you consider to be the disadvantages of using your mobile/mobile device for activities such as
shopping & paying?
Disadvantages of Shopping/Purchasing
on Mobile Phones/Devices...
SKOPOS MTrack
TM
Simply Security (perceptions) & Usability
34. 34
Tablet 10%
Desktop
Computer
63%
Connected TV 3% Games device 2%
Laptop 60%
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data
Q45. Thinking about online payments/shopping, which of the following devices do you believe to be the most
secure?
SKOPOS MTrack
TM
Mobile devices seen as less secure…
11%
Mobile /
Smartphone
35. Mobile Shopping Customer
35
Last mobile shopping experience
“Easy to browse and find what I wanted and the delivery was
quick, a stress free experience.”
Toys R Us (toys)
“Quick and easy. Products were delivered exactly when they
said they would be.”
Amazon (CDs)
“I went on to the train line app which I previously downloaded
and followed the instructions to buy my ticket. It was very
useful and quick, with no hassle and great layout.”
Trainline (train tickets)
“I prefer to use the PC to buy things, because it takes too long
to navigate the mobile phone.”
HMV (game)
“The small screen made it more awkward than doing it on the
laptop. Not something I’d do too often.”
Debenhams (clothes)
“I wasn’t sure if everything had gone through smoothly as no
one to speak to, and I had lost my connection part way in.”
eBay (toys)
SKOPOS MTrack
TM
SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 data
Q19c / Q19d. How would you rate the overall mobile experience for the last product/service you bought? Please
describe it.
The m-shopping customer experience
still has considerable scope for optimisation
52%
Not
good
48%
Good
37. 37
Even QR Codes often disappoint…
Obtained QR codes from...
Magazines: 41%Newspaper: 26%
Other: 43% TV: 11%
Experience using QR Codes
24% Poor Good 28%48%
Reasons for not using
QR or 2D Bar-Codes…
• Phone has no capability 39%
• Don’t know how to 30%
• No interest 15%
• Have not seen any before 8%
SKOPOS MTrack
TM
SKOPOS MTrack - Base: 46 respondents (All that had used a QR code) - wave 3 data / 259 respondents (non QR code users)
Q21e. How would you rate your experience of using QR/2D barcodes on your mobile?
Q21c. Why have you not used a QR/2D barcode on your mobile?
39. 39
SKOPOS guidance for an optimised mobile
customer experience
SKOPOS MTrack
TM
“Being able to point device at an
advert which then turned into a
real time movie app.”
“Make an app that you could type
your shopping list & they could tell
you if the products were in stock
instead of browsing
for what you want.”
Improve awareness
Access/Visibility/Education
Mobile has momentum and cannot be ignored as part of a multi-channel customer journey
“Make payment secure, and
convince me that it is.”
“Send barcodes so that cash doesn’t
need to be used or have an app for
their stores that can be scanned and
money automatically deducted.”
Improve security,
reassurance,
confidence
“I want quicker loading times and
fewer links.”
“Was very slow.”
“Took too long to fill out the online
form. To small on my mobile.”
Improve usability
41. 41
SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)
Q. O/S and Device code auto-captured.
SKOPOS MTrack
TM
7% completed this survey via a mobile device
Mobile (5%)/Tablet (2%)
PC/Mac
