Right here, right now – capturing the mobile customer
‘Tablets have become the mobile device choice for consumers shopping online. Those using tablets treat them like a PC, comparing products and making purchases,’ writes Laurie Sullivan at mediapost.com, a view backed by stats informing us that ‘online shoppers are three times more likely to make a purchase on a tablet compared with a smartphone’ and that ‘Tablets drive about 20% more average spending than smartphones.’ BPKH7G4U3YFV
What this actually suggests is that increasingly tablet usage is not very ‘mobile’ at all. A recent report from Flurry reveals that the analogy between tablets and PCs is apt, with most tablet purchases being carried out between 6pm and 11pm, i.e. when people return home from work and are indoors in the evening, which also means that these transactions are often being carried out with a stable Wi-Fi connection. This seems increasingly distant from the smartphone user’s experience.
It is concerning that businesses are seemingly becoming complacently satisfied with the after-work world of tablet users, which means they are not exploring how best to provide for the truly ‘mobile’ smartphone user, a potentially huge market for the business solution that is interested in catering to its unique requirements.
In addition to the data compiled on tablet usage, Flurry suggests that users engage with different devices to reflect different facets of their personality: ‘By night a single person may use her iPhone to organise her social life. By day that same person may use her iPad to run her interior design business.’ From this the conclusion is drawn that ‘our single small business owner may be more receptive to work-orientated apps and ads on her iPad and play-orientated apps and ads on her iPhone.’
Design flaws and unfriendly interface might scare away a smartphone user when they’re using your app, but before they get that far your business solution has to appeal to the ‘mobile’ side of their personality, it has to cater to their needs and impulses when on the move. If a business’s approach to m-commerce is a replica of its approach to e-commerce it will fail to capitalise on a significant behavioural pattern amongst modern consumers, a pattern marked by a stronger need than ever for commercial and social solutions to be innovative in their conception and flawless in their execution.
The early success stories of m-commerce are being made by those businesses who understand the consequences of the democratisation of the marketplace that has occurred in the last two decades and have addressed and embraced the specific concerns of the smartphone user.
In the age of m-commerce the smartphone user’s experience is somehow still being eclipsed, previously this was in comparisons against desktop usage, now it is polarized by the tablet, leading individuals to report that people are more comfortable making purchases on their tablet – there is no inherent reason why this should be so, it is a consequence of business solutions failing to address the unique situation of the smartphone user.
The smartphone is still awaiting the innovation from business solutions that will allow it to truly rival, and perhaps outgrow, the conversion rates of all other commerce mediums.
About Judopay · Judopay simplifies in-app payments, enable frictionless checkouts and intelligently prevents fraud for leading companies globally. Our payments and mobile experts help guide businesses and their development partners to create best in class apps to make paying faster, easier and more secure. Founded by serial financial technology entrepreneurs in 2012, Judopay is backed by leading venture investors and supported by banking and card scheme partners to offer in-app payments that are simple, frictionless and protected.
Image source: City college times