Marketers must tailor services to channel and category dynamics
The annual TNS Mobile Life Study shows that 78 per cent of
Findings place mobile communications as integral to the
The study goes on to reveal that at 19 per cent, tablet ownership in the
"There is a comfortable dance going on. As organisations and governments embrace mobile apps and m-commerce technology, consumers embrace a smartphone. In fact, around half of the world's mobile owners are ready to use their phone to make purchases and manage money, and here lies the opportunity for
He noted that usage share, or time spent on a device, is expected to grow for tablets at the expense of smartphones and laptops suggesting that tablet usage is considered more a fun, relaxing activity likely driven by its ease and convenient size in comparison to a PC (personal computer). Indeed, research shows that in the
Mobile's effect on retail
"Mobile affords unparalleled growth opportunities and we urge marketers to fast appreciate this or face being left behind. Marketers need to embrace this technology, and must do so quickly making sure to tailor services to category and channel dynamics," explained Hamilton-Clark.
"Looking at hypermarkets as an example, shoppers see value in mobile apps that provide services such as bulk-buy shopping lists and coupons with promotions on regular purchases, while convenience stores would more likely benefit from apps on quick-to-find products and mobile wallet services."
Hamilton-Clark added that mobile services that can be deployed swiftly to meet a (new) demand or need, save time at the shelf, as well as carry shopper benefits, will also help fuel category growth, warning that on the flipside mobile services that interrupt shoppers will have the opposite effect.
"Marketers should look to go beyond the average shopping experience and use mobile to deliver an improved experience that inspires, while saving time and money," Hamilton-Clark concluded.
*Source: TNS's 2013 Mobile Life study http://www.tnsglobal.com/2013/mobile-life
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