Tag: smartphone commerce

Still, shoppers in the millennial generation have yet to be sold on the concept and aren’t yet buying into it.

Social media has been playing an ever growing role in mobile commerce trends when it comes to its impact on consumers as a whole, but when looking at specific demographics, it becomes rapidly clear that millennials aren’t yet all that impressed with what smartphone based shopping has to offer through social platforms.

When it comes to the drivers behind the growth of m-commerce, social media has been highly important.

Brands have been sending a considerable portion of their marketing budgets toward branded content, native advertising and overhauling their mobile apps to improve the experience of shoppers who are continually on the go. That said, there is a considerable difference in the impact of these mobile commerce trends on millennials than there is on shoppers from other age groups. This appears to suggest that the way that millennials want to interact with a brand and the way brands expect them to want to interact with them has not entirely aligned.

Millennial mobile commerce trends show that brands and individuals appear to have different expectations.

The disconnect appears to lie in the place that millennials actually engage with m-commerce. According to recent data from BI Intelligence, consumers in that age group will use those platforms for researching products and services. This appears to be a strong preference over making a purchase through a mobile app.

The BI Intelligence GlobalWebIndex study has indicated that shoppers in the millennial generation will use Twitter, Facebook and other social media outlets for looking into products before making a purchase. However, they do not actually make those purchases over mobile commerce channels.

The mobile commerce trends revealed by the study include the estimate that 40 percent of global consumers between the ages of 16 and 24 years old are looking into products via social media. That said, 30 percent of the general population are doing so. Social media is not behaving as a direct product purchasing referral but is instead providing a means through which consumers can educate themselves. Brands that want to encourage purchasing may not find that millennial shoppers are buying through the same platforms they use for their product research, but they will still need to maintain a solid presence over those channels if they want to appeal to those consumers, with Facebook providing the most important influence over shopper decision making.

Burst Media has released the results of its annual holiday survey, indicating that consumers are prepped with their smartphones.

The latest annual holiday survey from Burst Media has revealed that consumers are already getting ready to start their shopping during the heaviest season of the year, and that while they plan to head to brick and mortar shopping malls and online shops, alike, they will be using mobile commerce in a number of different ways to help them throughout their purchasing journeys.

This year’s calendar has shaken up the pattern of events when compared to previous recent years.

For instance, this year, Hanukkah will be starting ahead of Thanksgiving, and for the first time since 2008, Cyber Monday will be occurring in December. This could be a defining pattern, particularly when it comes to mobile commerce, as it was barely in existence the last time this happened, so this year will present the first real data regarding what retailers can expect when online shopping kicks off when December has already started, and after Hanukkah is already in full swing.

The survey provided a considerable amount of online and mobile commerce insight for this year’s season.

Among the key findings of the holiday shopping and mobile commerce survey from Burst Media are the following:

• Marketers have time on their sides. Among the respondents of the survey, a large portion (40 percent) begin their holiday shopping following their Thanksgiving celebrations. Only 14.3 percent have already begun, and 11.8 percent started just after Halloween.
• Smartphones and tablets are playing an increasing role in the overall shopping process. Among the respondents, 45.7 percent use smartphones, and 41.3 percent use tablets for online browsing and shopping for holiday gifts and products. This is far greater than last year’s statistics.
• Mobile commerce apps will play an important part in the shopping this season, as 54.6 percent of women and 41.9 percent of men use shopping apps at least somewhat frequently – far more than in 2012.
• Smartphones are helping with shopping in brick and mortar shops, as 40.3 percent of the respondents use their devices while inside the stores to assist in their decision making.
• Parents are using mobile commerce to comparison shop for better prices while inside brick and mortar retail locations. This was the case among 64.5 percent of moms and 63.2 percent of dads.