The Data Digest: US Consumers’ Mobile Shopping Behaviors

Reineke Reitsma

The Forrester Research Mobile Commerce Forecast, 2012 To 2017 (US) indicates that nearly 40% of US mobile phone owners will become mobile phone shoppers by 2017. While this statistic sounds impressive, it means that the majority of consumers will be reluctant to purchase products on their mobile phones. Why aren’t all customers attracted to the unprecedented convenience of anywhere, anytime mobile shopping?

Forrester’s Consumer Technographics® data shows that while consumers use the mobile channel to research competitive product pricing while they’re in a store, they often prefer to purchase their desired product off the shelf, even if the physical item in front of them is not the cheapest option. Consumers are driven by convenience, sometimes at the expense of price:

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The Data Digest: The Unique Profile Of Pinterest Users

Reineke Reitsma

 

“How can you reinvent your brand to appeal to younger consumers?” This is the million-dollar question, and the contestant sitting in the hot seat is you. But don’t panic; why not use a lifeline? Ask the audience! That was the approach car manufacturer Buick recently took when designing the 2013 Encore luxury model.

Striving to portray a more fun, contemporary side of the established auto brand and win loyalty among younger consumers, Buick promoted its "Pinterest to Dashboard" contest by calling on participants to create Pinterest boards that spoke to personal styles and passions. The Buick design team selected a winning collection to become the inspiration for the interior and exterior designs of the automobile. While this new look is not yet available on the market, Buick managed to connect with younger consumers in an exciting and relevant way. Through Pinterest, the company engaged 10 extremely influential bloggers (the winner of the competition has nearly 4 million Pinterest followers), dozens of lifestyle editors from media and publication companies, and millions of Pinterest users whose online responses indicated the winning pinboard.

Forrester’s Consumer Technographics® data suggests that Buick certainly chose the right platform to reach its desired market. Launched only three years ago, Pinterest is currently the third-largest social media platform in the US behind Facebook and Twitter. Of those 5.5 million US online adults who use Pinterest to research products for purchase, 65% are younger than 35 and 33% have an average household income of more than $100,000.

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The Data Digest: The Best Things In Life Are Free (Apps)

Reineke Reitsma

I recently completed James L. McQuivey's Digital Disruption, which is well worth the read if you have not yet gotten your hands on a copy. The book analyzes factors that allow for the emergence of digital disruptors — individuals who are pushing the envelope of product efficiency by harnessing available digital capabilities. In the book, James mentions that most digital disruptors are under age 35 because these individuals were “the first to grow up in a consumer economy where free things were not simply promotional tools . . . [they] internalized the idea of free from the consumer side, which led to the kinds of rapid digital adoption curves that run through the body of digital disruption like arterial supply lines.”

This is an intriguing point because it hints at young consumers’ evolving expectations of free tools and content. For the upcoming generation, the capacity for digital productivity and entertainment free of charge is less of a privilege and more of a norm. Today, consumers can get what they want quickly and cheaply; therefore, they expect that their needs will be met faster and more frequently than ever before.

This idea is particularly relevant when it comes to mobile interaction. The overwhelming majority of consumers say they only access mobile application content for free. Analysis of Forrester’s Consumer Technographics® data reflects this sentiment: While some consumers state they may pay a one-time download fee for gaming or music apps, most would exclusively choose free media:

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The Data Digest: Usage Of RSS Feeds

Reineke Reitsma

This week, Google announced that it will shut down Google Reader on July 1, 2013. In its announcement, Google states that it’s doing this because the usage of Google Reader has declined and it wants to concentrate on fewer products. There was a lot of buzz online about this decision, and some fanatical Google Reader fans put together a petition to keep the RSS reader alive. They garnered more than 50,000 signatures in just a few hours.

This whole debate sparked my interest, and I analyzed Forrester’s Technographics® data to get a better understanding of the usage of RSS feeds over time. I found that Google is right about the decline. Our data shows that it was always only a dedicated group who used RSS feeds at least weekly — about 7% of US online adults in 2008; this had declined to just over 4% last year, with about one in 10 US online adults using RSS feeds about monthly.

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The Data Digest: Using Internet-connected Devices While Watching TV

Reineke Reitsma

On Sunday, February 24, TVs around the world were tuned to the 85th annual Academy Awards show (aka The Oscars). While the very first Academy Awards ceremony took place in 1929 — with guest tickets costing only $5 and fewer than 300 people attending the event in the Hollywood Roosevelt Hotel’s dining room — today the event is broadcast live to millions of fans across 200 countries. But The Oscars’ impressive growth in viewership is not the only thing that signifies the changing times; the technological advances that the awards program has embraced position the event as a leader in the modern-day media consumption landscape.

In 2011, Oscar.com’s supplementary footage offered an overwhelmingly popular second-screen viewing experience; it won an Emmy Award for Outstanding Creative Achievement in Interactive Media. Several weeks ago, the Academy launched a second version of the official Oscars app that engages consumers all year round but provides exclusive real-time updates during the dazzling event itself.

The Academy’s mobile development, which allows consumers to connect with supplemental real-time content for an enhanced entertainment experience, is a timely one: Forrester’s North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US) shows that 69% of US online adults use Internet-connected devices while watching TV today. Not surprisingly, younger consumers are most likely to turn their devices into TV companions: 61% of 18- to 24-year-old multitaskers use a mobile phone to interact with programming-specific content.

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The Data Digest: Consumer Ratings And Reviews

Reineke Reitsma

Earlier this week, I attended a briefing with a vendor around analyzing and structuring consumer ratings and reviews; the vendor aims to give companies more guidance during the product development stage or help them understand where a current product is in its life cycle depending on the number of reviews that product is getting compared with its competitors.

The concept is interesting, but it got me thinking about the process of ratings and reviews a bit more. How many people are actually giving ratings and reviews, who are they, and why are they giving feedback?

Forrester’s Consumer Technographics® global online benchmark surveys in Q2 2012 revealed a wide variation between countries in terms of the share of the online population that actually gives feedback. In metropolitan India and China, about three-quarters of online consumers post ratings/reviews of products or services at least monthly; in Brazil, it’s about a third; while in the US and Europe, it’s less than 20%.

However, far more people rely on ratings and reviews than give them — particularly in the US and Europe. More than 50% of US online consumers check ratings and reviews regularly, for example. And consumer reviews and ratings are the second most trusted source of online shoppers when buying a product, after family and friends.

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The Data Digest: Understanding The Drivers For The Uptake Of Mobile Payments

Reineke Reitsma

Mobile payments saw continued innovation and competitive disruption throughout 2012, but consumer adoption lagged behind the industry hype. The Forrester Research Mobile Payments Forecast, 2012 To 2017 (US) shows that US consumers will adopt mobile payments at an accelerating rate over the next five years, reaching $90 billion by the end of 2017. Lower barriers to adoption, increased convenience, and early entrants striving for scale will be important drivers of growth.

Although the mobile wallet marketplace is still in its early stages today, players across the ecosystem are vying for consumer trust. Trust is often based on prior experiences: Forrester’s North American Technographics® Retail Online Benchmark Recontact Survey, Q3 2012 (US) shows that nearly half of current US PayPal users would trust PayPal as their mobile wallet provider. However, for those who don't use PayPal, the most trusted source is a bank or credit card issuer.

The recently published Forrester report “How PayPal Uses Exploratory Research To Drive A Culture Of Customer-Focused Innovation” shows how PayPal conducts exploratory research to understand the tradeoffs and emotions related to consumer payment behaviors to create better products and experiences. The insights gathered from the research helped the product development process.

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The Data Digest: US Leisure Hotel Travelers

Reineke Reitsma

I was in the US this week, visiting our headquarters in Cambridge, and the topic of loyalty cards and loyalty programs came up. I live in the Netherlands, and although there are plenty of loyalty programs to subscribe to, the benefits aren’t any way near what you get from loyalty programs in the US. Because of that, I normally base my travel choices more on convenience and price than on the hotel chain or airline. But our North American Technographics® Travel And Auto Online Benchmark Recontact Survey, Q3 2012 (US) shows that this is different for US travelers.

US hotel travelers clearly see the benefit of subscribing to a loyalty program for the hotels they visit regularly. In fact, our data shows that about 40% of US online leisure hotel travelers belong to at least one hotel loyalty program. And those who belong to a hotel loyalty program are 10 percentage points more likely to recommend a hotel than leisure hotel travelers who are not part of a loyalty program.

However, the majority of leisure travelers who belong to a loyalty program are Gen X; younger travelers account for only a quarter of current loyalty program subscribers. Hoteliers who want to benefit from social sharing and recommendations should tap the potential of their loyal younger customers in particular.

The Data Digest: Technology And New Year's Resolutions

Reineke Reitsma

At this time of the year, many people make resolutions — and many of these are health-related: quit smoking, exercise more, or eat healthier. As anyone who has ever made one of these resolutions knows, it's really hard to make a change. But there’s plenty of technology out there that can help track your progress and give you a bit of support.

Forrester’s Technographics® data shows that about one-third of US online smartphone owners use their phone for healthcare-related activities, ranging from tracking what they eat to text alerts about medication:

However, using technology to track your health hasn’t reached the mainstream yet. In fact, many consumers don’t consider this to be very appealing. Recently, my colleague Lindsey Colella hosted a project in Forrester’s market research online community to better understand the relationship between technology and health. In her report 'Digital Health Management Needs A Makeover To Broaden Its Consumer Appeal', she shows that the average consumer is skeptical about health-tracking technologies. Our respondents believe that using technology to track your health is either for people with a chronic disease or people who are obsessed with their health. Most of them prefer to rely on their doctor for guidance instead.

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The Data Digest: Uptake Of Mobile Messaging In Europe

Reineke Reitsma

This week, there was a lot of blogging and commenting around Facebook possibly acquiring mobile messaging company WhatsApp. And although WhatsApp quickly denied that Facebook acquisition talks were happening, I still really enjoyed all the analysis shared by the different technology blogs on why this would be an interesting deal. Many of these mentioned the differences between adoption of Facebook Messenger and WhatsApp in Europe versus in the US.

In fact, the news got me wondering to what extent consumers use mobile messaging at the moment. Forrester’s European Technographics® Consumer Technology Online Survey, Q4 2012 shows that just over one in 10 online European adults (16+) use mobile messaging (e.g., WhatsApp, Skype, or Viber), and this rises to 21% for European smartphone owners. Further analysis shows that usage is very much driven by age:

 

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