uk-cb-mobile-influence-2013

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1、MobileInfluence2013ThegrowinginfluenceofmobileinstoreThegrowinginfluenceofmobileinstoreRetailersneedtoshiftthefocusoftheirattentionfrommobileasasaleschanneltoviewingmobileasadriverofsales.Theexponentialgrowthintheownershipandusageofsmartphonesnotonlyc

2、hallengesretailerstothinkabouthowtheymaketheirproductsandservicesavailabletoconsumersonline,butalsooffline.Themobileinfluencefactor–thepercentageofstoresaleswheremobilephonesareusedaspartoftheshoppingjourney–stoodat6.8%in2013.Thisequatesto£18bnofstore

3、ssales,up45%on2012.Deloitteforecaststhatthemobileinfluencefactorwillcontinuetoriseinlinewithtrendsintheuptakeofmobiletechnologyandtoreach10-15%ofstoreretailsalesby2017,representingbetween£27bnand£41bninstoresales.WHYISMOBILEINFLUENCEIMPORTANT?20132017

4、£29E-COMMERCESALESBN£52BNM-COMMERCESALESBN£5BN£12STORESALES£261BN£276BNMOBILEINFLUENCEDSTORESALES£18BN£41BNMobileinfluencebycategoryThemobileinfluencefactorvariesbystorecategory,dependingontheuseofsmartphonesforshoppingandthefrequencyofuse.Electricals

5、andfurniturestores,whereconsumerspurchasebigticketitems,havethehighestmobileinfluencefactorwhichhighlightstherolesmartphonescanplayinresearchingproductinformationandreviews,andcomparingprices.THEGROWINGINFLUENCEOFMOBILEINSTORE 

6、/79%50%12.9%33.6-38.5% ,,,75%43%10.6%14.4-29.8%/72%43%10.1%22.4-27.5% /55%31%5.6%9.4-1

7、1.6%//51%28%4.7%7.3-9%36%29%3.4%2.2-4.3% 6.8%10-15%**BasedonweightedaveragethatreflectsthevaryingsaleslevelsfordifferenttypesofstoresThebusinesscaseforretailerstoinvestinmob

8、ileConsumersthatusedtheirsmartphoneseitherbeforeorduringtheirshoppingtripweremorelikelythantheaveragetomakeapurchase.Infact,thoseusingthesmartphoneduringtheshoppingtripwerealmosttwiceaslikelytomakeapurchase.MOBILEINFLUENCEDSHOPPERS’CONVERSIONA