Category Archives: Shopping

Ecommerce Hit Milestone

Digital commerce, fueled by growth in mobile purchasing, hit a huge milestone last year.  In 2012, B2C ecommerce spending totaled on $1 trillion globally.  New research has come available that shows it’s not even close to slowing down.

shutterstock_111037535● From 2011 to 2012, global ecommerce grew 21% to reach $1.2 trillion

● By 2016, ecommerce is projected to hit $1.5 trillion worldwide

● In North America, digital spending grew 14% to nearly $365 billion.  Next year it is expected to expand to over $400 billion

● The number of digital buyers in the US is expected to grow from 150 million last year to 175 million in 2016

● China is expected to see the greatest growth.  Ecommerce is projected 65% from 2012 to 2013 and the number of digital customers will rise by nearly 25%

What Does This Mean To You?

What does your ecommerce strategy look like?
Digital purchasing, mcommerce in particular, is rapidly changing and growing. Having a strategy is important, but making sure it’s scalable is equally important.  Things like mobile point of sale will have a dramatic affect on how your business operates.  The international adoption of digital purchasing may open new markets for your business as well.  While we can’t predict the changes that may occur, being nimble and being able to quickly pivot is something that could give your company a competitive advantage in the future. For more information on how to capitalize on ecommerce growth, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Emarketer


The Mobile Future

Last week, we published a post on the huge growth of mobile shopping year over year.  Mobile allows you put your message in the palms of prospective consumer’s hands on devices they have with them most of the time. New research has come out that looks into the future growth of mcommerce and the devices consumers will be using.

shutterstock_86160289• In 2013, it’s estimated that over $38 billion in mcommerce will take place. Over 60% is projected to take place on tablets

• By 2016, mcommerce is anticipated to reach over $86 billion.

• Over the next few years, tablets are expected to be the main conduit for mobile shopping.  By 2016, $7 out of every $10 in mobile spending will come from a tablet

• From now to 2016, mobile sales via tablet are predicted to grow by over 150%.  Mcommerce from smart phones are likely to grow by over 80%

What Does This Mean To You?

Mobile is constantly evolving and that means more ways for you to influence prospective customers & more ways for consumers to find your business and buy things from you.  It also means there are more ways for your competition to take business away from you.  It’s important for you not to think of your marketing plans and mobile tactics as set in stone.  Be ready to pivot as new technology becomes available and consumer’s use of mobile technology changes.
Things like mobile payment adoption, more uses for near field communication and increased acceptance of augmented reality can increase convenience for mobile users  and increased engagement with your business.  For more information on how to stay ahead of the mobile curve, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer


Making Mobile Shopping More Convenient

In yesterday’s post, we looked at research that showed what tablet shoppers thought would make their experience better. Today, we’re going to look at overall mobile shopping and the factors that could make it more convenient for consumers.  Convenience is one of the factors driving the rapid growth in mobile.  The convenience of having the device around at all times, the convenience of nearly instantaneous web access and the convenience of mobile sites.  New research is available that looks at what consumers think would make shopping via mobile more convenient.  This can help your business build a better mcommerce strategy.

shutterstock_99408548• The most important thing to mobile shoppers was the finding the products they want to buy – nearly one in four mobile shoppers answered that way

• One in six mobile shoppers wanted the checkout process to be easier,
16% said that it should be easy to check out

• Just over 10% were looking for easier access to their billing information and 8% wanted improved sharing tools

What Does This Mean To You?

As we’ve seen in prior posts, mobile shopping is sharply on the rise.  As consumers are becoming more mobile-ly enabled, they expect more from your mobile offerings. If your site is not convenient to use and navigate, consumers will look to other competitive sites.
One of the things to measure is your rate of shopping cart abandonment.
This will help you gauge your checkout process.  The ability to share was lower on the list of mobile “wants” but can be important in the future.  Social is rapidly becoming a mobile-first function.  Sharing is one of the chief functions of social shopping.  The more consumers share your products, the more exposure your brand and products receive.
For more information on how to increase the results from your mcommerce tactics, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; SiteWorx

How Consumers Used Mobile Devices Over The Holidays

From prior posts, we’ve chronicled information on much mobile shopping activity was done this past holiday season. Today, we’ll look at what types of shopping activity were done via smart phone and tablet.  This information can help you fine tune your mobile strategies for the future.

shutterstock_112912783• One-third of smart phone owners used their device to look up store hours, directions and locations. 20% of tablet owners looked for the same information

• 19% of smart phone owners and 18% of tablet owners read product reviews on their devices respectively

• Tablet owners were 28% more likely than smart phone owners to compare prices on their devices

• The biggest difference was in making a purchase.  13% of smart phone owners bought something over the holidays on their device.  19% of tablet owners completed a sale on their device

What Does This Mean To You?

While smart phones and tablets are both mobile devices, how consumers use them is different.  Smart phones are used much more often in-store or in transit than tablets.  This makes sense – it’s bad enough to see people drive and use their smart phone, image them trying to type on a tablet and drive.  Also, while many tablets are 3G & 4G enabled, many more are run from wifi.
Research suggests that consumers use tablet more to complete the sale.  Users are checking prices and buying items more often on tablets.  One of the big buzz words you’ll be hearing more about this year is device agnostic.  It basically means that that users will have the same digital experience on whatever device they connect with.  Layouts will automatically scale to the screen size of the device that are accessing on no matter if it’s a smart phone, tablet or phablet (new buzzword alert. A phablet is described as a smaller sized tablet – usually with a 5 inch screen).  These design improvements can help you better display your merchandise to mobile users.  For more information on how your mobile site can contribute more to your bottom line, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; SiteWorx

Mobile Making New Brands Relevant

It’s never easy to establish yourself with consumers. Competition is tight and consumer loyalty can be difficult to attain. Mobile devices are a double edged sword when it comes to this. Smart phones and tablets have made it easy for people to find to find your business, but it’s also made it easy for them to compare prices and find deals. New research has become available that shows how mobile device owners find out about new products and businesses.

shutterstock_110330516• Two-thirds of smart phone owners have geo-location applications on their device, this makes it easy for shoppers to see the places they want to shop and how close your store may be to them

• Nearly 80% use search engines to find new products

• Over 30% use online ads and digital product reviews to discover new brands or products

• Just under a quarter have found new products through either Facebook posts or ads on Facebook

• 7% used twitter posts or ads and 6% saw a new product on Pinterest

What Does This Mean To You?

Technically, mobile should be thought of as a platform and not a solution. There are many solutions that can be classified as mobile. Geo-location apps, shopping apps, QR scanning apps are all native mobile solutions but there are other solutions that are becoming mobile-centric. Because email, search and social networking are all becoming more mobile in nature, marketing via these channels could also be classified as mobile. It’s more important to look at them in the way consumers are using them and develop campaigns that way. For more information on making more money through mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; Forrester

Mobile Pushes Product Purchases

Mobile devices have changed the consumer buying cycle. The need for purchase information and quest for the best deal possible has put a tremendous amount of buying power literally in the hands of shoppers. A new report has been released that shows how smart phones affect the ways consumers seek out new products.

shutterstock_89941738• Nearly 40% of adults nationally own a smart phone

• Nearly six in 10 smart phone owners actively look for new products and information

• That’s nearly 40% higher than adults who do not own a smart phone

• 56% of smart phone owners research products via their device

• Over 30% make purchases on their smart phones at least once a month

What Does This Mean To You?

Your mobile site is an anytime, anywhere sales platform. It allows smart phone owners to research your products and services when you are top of mind. This eliminates consumers from trying to remember that thing they wanted to buy when they were at that place that one time.
Smart phone owners are also valued customers who tend to make more purchases.
When you compare smart phone owners to adults in general, smart phone owners are more likely to purchase:

• Electronics & computer equipment

• Furniture and mattresses

• Appliances

• Homes

• Vehicles

By effectively promoting your mobile site and m-commerce capabilities you’ll be reaching more potential customers and letting them you are open for business then they want to shop. Your mobile solution will only be as effective as your marketing strategy. Staying in front of your best prospects and reinforcing the fact you can save them time and money is key. For more information on how to efficiently promote your mobile capabilities, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; Forrester; The 2012 Scarborough Multi-Market Report Release 1

Creating A Better Ecommerce Experience

Earlier this week, we posted research on how digital drove holiday sales. As we move forward into 2013, many businesses are planning to make their ecommerce platforms more robust. This information can keep you digitally competitive this year.

shutterstock_111037535• Over one-third of retailers worldwide plan to add How-To information or tutorials to their sites in 2013

• Over 30% are adding online videos

• 28% will be adding blog posts to their ecommerce solutions this year

• More than a quarter of global businesses will incorporate articles and
press releases

• 20% are including a twitter feed to their buying platforms

What Does This Mean To You?

When you keep visitors engaged, they spend more time on your site. Anytime you can keep visitors on your site longer, you greatly increase the chance they will buy something from you.
Isn’t the reason you have an ecommerce solution is to make more revenue?
Video’s, tutorials, blogs posts, articles and social media are great tools to help your business more effectively engage customers and create a better user experience. Since it’s your site, you can control the content. Leverage the content to put your store and the products you sell in the best possible light. For more information on how to direct more potential buyers to your site, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: eMarketer; SU Systems