Headline after headline screams about the coming mobile shopping revolution
Shopping ‘popular activity with mobile phone users’ claims one article, then goes on to say a full 37% of shoppers have bought something on their hand set. Wow! That sounds like a big number. Oh. Lost in the details it is revealed that most of that is music, books, games, DVD downloads and movie tickets.
Mobile Taking Over E-Commerce proclaims another post and goes on to say…” By 2017, smartphones will account for 27% of retail mcommerce sales”. OK. Fine. But if the numbers above are indicative of exactly WHAT consumers purchase with their smartphones – much of that is going to be downloads and tickets.
While this is certainly actionable news for e-commerce sites that focus on downloads and service sites that sell tickets to everything from airlines to concerts…retailers and manufacturers of physical goods should probably put this on the “things to worry about later” list.
While tablets of various types, do and will see continuing growth in ecommerce sales of everything from groceries to tool sheds and brands should ensure they have a shopping friendly platform, I just don’t think the smartphone will revolutionize the sales of clothes or food or even consumer electronics.
That said, the way consumers USE their smartphone in store is something to which we should all be paying attention because How Mobile Is Transforming the Shopping Experience in Stores is actually a big deal.
Maryanne Conlin is CEO of RedRopes Marketing, a consulting firm focused on green and sustainable industries, fresh produce, food, Hispanic marketing and marketing to Moms. See her at ExpoEast Natural Foods Expo in Baltimore, speaking on Social Media for Socially Conscious Brands, September 27, 2013 Connect with her on Twitter @maryanneconlin
This is one of those geeky posts I do for my own pleasure in “stat busting”. The words, Ebooks Now 23% of U.S. Publisher Sales jumped out at me, like the unexpected movement of an errant fly as I scanned the headlines this morning. News about EBooks gets less breathless each year as “Ho-Hum” technology fights the glitter and glitz of the techy news media – but I believe there is something to think about here that will shape how we market to various consumer segments.
First the statistics busting- well not busting so much as replacing the breathless quote,
Interestingly, ebook revenues appear to be outpacing user adoption of the format, albeit only slightly. According to a study published by Pew last week, 21% of American adults have read an ebook in the past year.
Sometimes I hate the 24 hour news cycle that causes a writer in to include in an article or post that something is “interesting” because he or she doesn’t have time to research what it really is…which is expected. The Pew Study also showed that, like in most categories – heavy users read the majority of the books. Ebooks are like a apps, not like tablets. So, yes, we would expect there to be a faster increase in the number of ebook sales than in the number of early adoptors of the technology.
That said, the next big trend that I see is children’s picture books finally moving in great numbers to the screen, as article after article talks about iPads and infants and the increased usage in the diaper crowd.
More about that next week.
Photo courtesy Karenturner via Flickr
Maryanne Conlin likes to crunch numbers on just about any social media platform, but as an early ebook adoptor – loves to geek around with numbers about books.
The past few days the news out of Las Vegas has crackled with the oohs and ahhs of techies getting their fix. Bright lights, warm days, cold nights and lots of walking sans subway or ANY available taxi.
For the rest of us, our days have been punctuated with breathless tweets, posts littered with capital letters and video with lots of background noise. Fortunately this 30,000 mile up view of the Consumer Electronics Show, obtained through repetitive searching on various platforms, tweeting, talking and texting with those actually at CES and a healthy dose of eye rolling, is exactly what we need to parse what the impact of all these gadgets on CPG businesses.
Seriously…what techies think is the coolest new gadget, might not be the one that consumers grab onto and make their own in a totally unexpected way. We won’t know that for a while. But we can get a head start this year because:
THIS holiday season was definitely a “gadget Christmas”, where adoption rates of new electronics soar and every home seems to have one brightly wrapped for a household member. This year, that gadget was the tablet.
In one of those great example of the complexities of the human brain, as we look at the latest, out of this world, new technology at CES, we can’t help but overlay the image of Aunt Amy stashing her iPad mini in her purse, Grandma dropping her tablet into kitchen drawer and dad his Surface in the den under the remote….with the HDMI cord.
This opportunity for most of us to watch technology adoption close up, while peeking ahead to see what’s new…might just give us some insight on what really SHOULD be next… Just sayin’
Maryanne Conlin is CEO of RedRopes Digital and Partner Digital Strategy with 4GreenPs. She has been to technology trade shows enough times to know that it’s good to reality-check the hype. She can often be found pestering family and friends and often complete strangers on how they use tablets, smart phones and computers.
I’ve been working on plans this week – one year, five year, next month…
My mostly, mid size clients, $50-$500 million, have somewhere between the “all the money in the world” of the big brands and the shoestring budget of small businesses.Practically, that means, we have to pick and choose the technologies, social media platforms and “new and exciting” apps we pursue.
This one, ‘Scan to print” strikes me as an interim technology…for people who still read trade news via print. Note, reading on paper will be around for the foreseeable future..but IMHO, reading and sharing of trade news will rapidly move online …just about only.