Tag: mobile shopping

Cayan data revealed that Americans didn’t turn to their smartphones to complete transactions very much.

Transaction processing firm Cayan showed that in store mobile payments in the United States were low on Black Friday. Fortune Magazine reported on the data and indicated that even though mobile wallet use is rising, it is still tiny. That payment method represents only a very small percentage of the overall total.

In fact, the mobile wallet use in store on Black Friday made up only 0.6 percent of sales.

The Cayan in store mobile payments data suggests a 100 percent year over year usage increase. However, it still shows that the percentage it represents of the total is only just a fragment above being entirely insignificant. The only reason that percentage meant anything at all was because the total sales on all payment methods on Black Friday was such a large figure.

Despite that fact, this makes it very clear that mobile payment adoption remains an exceptionally slow process. It is far from being mainstream as of yet.

Other data has shown that some in store mobile payment methods are more successful than other.

PYMNTS and InfoScout data showed that the use of the Apple Pay mobile wallet is actually declining in popularity. Their data revealed that over the last year, the growth rate for usage has slowed down.

Data from October 2016 showed that only 23 percent of consumers with an appropriate iPhone had actually tried the mobile wallet. That was essentially the same statistic that was recorded back in March 2016.

Moreover, mobile wallet use while in-store has not been doing much better. It has not been keeping up with the rate of growth of m-commerce as a whole. Still, even though there is a low conversion rate, PayPal recorded some strong figures over the holiday weekend that launched the shopping season. About 1 in 3 online purchases using PayPal were made over mobile.

Similarly, Adobe recorded that 45 percent of traffic to retail sites came from smartphones and 25 percent of e-commerce sales were from mobile devices. This suggests that customers are using their smartphones, they simply aren’t using in store mobile payments quite yet.

Nielsen research results show smartphone ads are getting the job done and send the message to the right people.

Results from a recent Nielsen research study are supporting the use of mobile marketing campaigns. As it turns out, the data indicates that these ads are highly effective in reaching targeted consumers.

In fact, some forms of mobile marketing ads are as effective – if not more so – than desktop advertising.

As this type of insight regarding mobile marketing campaigns is produced by more research firms, it is expected that spending on this advertising channel will keep rising. While some have said that this will be to the detriment of desktop ads, others have predicted that it’s more likely to impact more traditional methods of advertising – such as TV and print – before it reaches desktop.

Nielsen’s study on the effectiveness of this method analyzed data from 40,000 mobile marketing campaigns.

Those mobile advertising campaigns occurred at any time between April 2016 and June 2016. They were presented over a spectrum of mobile apps, websites and digital services. What Nielsen found was that this technique allowed the ads to reach 60 percent of their targeted consumers. That represents an improvement of 29 percent when compared to the same time during 2015.

The study went on to reveal that the effectiveness of mobile ad campaigns has a greater effectiveness for reaching:

• A more targeted audience – The campaigns targeting consumers aged 18 to 34 years successfully reached them 63 percent of the time over mobile. Comparatively, the rate over desktop was 53 percent. The Nielsen report suggested that this was due to the personal nature of mobile devices and the shared nature of computers.
• Women – Campaigns targeting women aged 18 to 49 years old were successful in doing so 53 percent of the time over mobile. Over desktop, that figure was 45 percent.

As shoppers use their smartphones to an increasing degree, mobile marketing campaigns are able to better reach their audiences. This allows for the placement of ads that are more relevant to consumers and will likely increase the use of this advertising channel, said Nielsen.