2 decisive factors in consumer behavior or “Thumb now decides”
The domination of mobile technologies in the lives of consumers has resulted in major shifts in trade - and the latest Facebook blog posts are intended to highlight the three largest, but still gradual changes with great implications for marketers:
Shift of time spent for active use of devices from desktop to mobile; from one screen to several, and from large screens to small ones.
In other words, the expression “the thumb now decides” is becoming popular in narrow circles, and marketers are in the process of researching with which devices consumers spend their time.
From desktop to mobile
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The mobile search function itself has already outstripped the desktop, as we reported earlier this month - and this is not the only area with rapid growth.
According to eMarketer, retail sales of mobile commerce in the United States will reach $ 74 billion this year, which is 32% more than in 2014.
According to Facebook, this development is reflected in the changing behavior of people. So, from January to May, 3 out of 10 online purchases on Facebook were on mobile devices , and their frequency increased by 35% compared with IQ's latest Facebook analysis.
What does this mean for marketers?
People quickly scroll the information on the screen and close it. According to representatives of Facebook, the interception of user attention is more than just a mobile design, no matter how comfortable it is in navigation and use. Requires true visualization and personalization. It also requires an understanding of what a click map is and target consumers using this multi-channel “consumption” model.
From one device / channel to many
“Omni-channel” has been a buzzword for a while, but its meaning is worth recalling: the consumer way of making purchases no longer includes linearity.
People can view content on one device, explore - on another, and pay - on the third. Or, pay in the app store, using a smartphone for searching and comparing. Consequently, retail trade should focus on people, and not on their devices - and also on how to preserve the brand experience on different platforms. To reach the right people at the right time, retailers must track and understand how and where they are, deal with them and share content.
Nevertheless, there is one invariable trait in the cross-platform world of shopping: the transition from large screens to small screens increases the use of mobile devices.
73% of people say that their smartphone is always with them and, therefore, the mobile device has the ability to influence people at every stage of the purchase, it should always be taken into account when marketing planning and miscalculation of strategies for the coming 2016.
BYYD • Mobile Advertising Platform
Shift of time spent for active use of devices from desktop to mobile; from one screen to several, and from large screens to small ones.
In other words, the expression “the thumb now decides” is becoming popular in narrow circles, and marketers are in the process of researching with which devices consumers spend their time.
From desktop to mobile
')
The mobile search function itself has already outstripped the desktop, as we reported earlier this month - and this is not the only area with rapid growth.
According to eMarketer, retail sales of mobile commerce in the United States will reach $ 74 billion this year, which is 32% more than in 2014.
According to Facebook, this development is reflected in the changing behavior of people. So, from January to May, 3 out of 10 online purchases on Facebook were on mobile devices , and their frequency increased by 35% compared with IQ's latest Facebook analysis.
What does this mean for marketers?
People quickly scroll the information on the screen and close it. According to representatives of Facebook, the interception of user attention is more than just a mobile design, no matter how comfortable it is in navigation and use. Requires true visualization and personalization. It also requires an understanding of what a click map is and target consumers using this multi-channel “consumption” model.
From one device / channel to many
“Omni-channel” has been a buzzword for a while, but its meaning is worth recalling: the consumer way of making purchases no longer includes linearity.
People can view content on one device, explore - on another, and pay - on the third. Or, pay in the app store, using a smartphone for searching and comparing. Consequently, retail trade should focus on people, and not on their devices - and also on how to preserve the brand experience on different platforms. To reach the right people at the right time, retailers must track and understand how and where they are, deal with them and share content.
Nevertheless, there is one invariable trait in the cross-platform world of shopping: the transition from large screens to small screens increases the use of mobile devices.
73% of people say that their smartphone is always with them and, therefore, the mobile device has the ability to influence people at every stage of the purchase, it should always be taken into account when marketing planning and miscalculation of strategies for the coming 2016.
BYYD • Mobile Advertising Platform
Source: https://habr.com/ru/post/296214/
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