mobile and m-commerce. the complete picture - kevin edwards
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Mobile & M-Commerce:The Complete PictureMobile & M-Commerce:The Complete Picture
Kevin Edwards, Affiliate [email protected]
Kevin Edwards, Affiliate [email protected]
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The Affiliate
Landscape
The Mobile Landscape
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27% of adults have asmartphone, (60% YoY
increase)*
27% of adults have asmartphone, (60% YoY
increase)*
47% of teenagers have a smartphone (87% YoY increase)*
47% of teenagers have a smartphone (87% YoY increase)*
...Phenomenal adoption: can we keep up...?
*Ofcom, Communications Market Report, August 2011
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The iPhone is aspirational and enjoys the highest ABC1 concentration
The iPhone is aspirational and enjoys the highest ABC1 concentration
16-24 yr olds prefer the Blackberry (37%) to the iPhone (25%)
16-24 yr olds prefer the Blackberry (37%) to the iPhone (25%)
…mobile offers fascinating insight into users
*Ofcom, Communications Market Report, August 2011
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97%
3%
Split between mobile and non-mobile clicks
Non Mobile Traffic Mobile Traffic
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47%
23%
16%
8%6%
Clicks split by mobile device
iPhone iPad Android Blackberry Other
iPhone records twice as many clicks as the iPad
iPhone records twice as many clicks as the iPad
Apple devices have 70% traffic
Apple devices have 70% traffic
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96%
4%
Split between mobile and non-mobile sales
Non-mobile Mobile
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40%
33%
14%
8%5%
Sales split by mobile device
iPhone iPad Android Blackberry Other
iPad’s high conversion closes the gap
iPad’s high conversion closes the gap
Apple takes 73% of sales
Apple takes 73% of sales In Aug iPad made
50% of salesIn Aug iPad made 50% of sales
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0
5,000
10,000
15,000
20,000
25,000
30,000
January February March April May June July August
Mobile sales by device: Jan - Aug 2011
iPhone iPad Android Blackberry Other
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Mobile strategies
Mobile
Non-mobile Mobile
Current 50/50 split on sales
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Mobile basket dissected
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‘True’ mobile sales (excluding iPad)
5.9%
94.1%
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0.1% of overall sales in September 2011 came from mobile checkouts
0.1% of overall sales in September 2011 came from mobile checkouts
Mobile sales occurring in spite of, not because of online efforts
Mobile sales occurring in spite of, not because of online efforts
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What do they have in common?
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Does it make a difference?
2.1% sales through mobile
4.2% sales through mobile (with iPad)
3.1% sales through mobile
5.4% sales through mobile (with iPad)
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Are they incremental sales?
At present, we don’t know
Advertisers focus on the iPhone
Sector & time considerations (low basket, impulse)
m-commerce sites enable mobile optimisation and happy customers...
At present, we don’t know
Advertisers focus on the iPhone
Sector & time considerations (low basket, impulse)
m-commerce sites enable mobile optimisation and happy customers...
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The dilemma
• Hugely successful affiliate• Burgeoning sector worth c.£1bn• Over indexes on many customer quality indices• Created powerful retail brand (top 50 UK
Hitwise retail sites)• Offers range of promotional opportunities• Focused on demonstrating incremental sales• Multi-channel – 2011 app launched...
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The dilemma
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Missed opportunities?
DevMobile
“Probably.
My other app based on Dutch retailer bol.com, saw conversion increase from 8 to 12%:
a 50% increase in sales.”
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TRACK...…and they will come…
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Just the ticket
Mobile sales: 5.7%Travel ticket advertiser mobile sales: 46%
Mobile sales: 6.8%Mobile sales: 7.7%As % entertainment advertiser: 45%
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Closing the loop
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Follow the consumer
• 17% of mobile phone users downloaded a voucher on their mobile device in Q1 2011
• 32% of shoppers would not have bought it they didn’t have a voucher
• 10% MVC traffic through mobile...
(Neilsen)
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Voucher insights
• High traffic, fewer sales• Female, high earners• iPhone/Android now neck and neck• Used to increase footfall & AOV • Connection speed issues• What impact will NFC have?• Strong offer = wider geographic
reach: B&Q
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Let’s do it better
–NETWORKS: Better reporting–ADVERTISERS: Mobile sites with
tracking–AFFILIATES: Use the technology
Mobile performance innovation
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Opportunities?
Call tracking• Click to sale for touchphones• Excellent conversions• Expands CPA realm (CPCall, CPA)• Reinvigorate search?
Mobile AdNetworks• Cheap inventory• Comes with the territory• CPM on a CPA?• New publisher opportunities?
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• Affiliates are becoming multi-channel:– Understand the range of activity
• Incremental sales or minimising lost traffic?• Reporting requirements heightened• Tracking is a serious threat• Prioritise, test and optimise• Who knows how big mobile could be…?
Some final thoughts
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?Kevin Edwards, Affiliate [email protected] 7553 0354
Kevin Edwards, Affiliate [email protected] 7553 0354
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Thank you!Thank you!