The Shifted Consumer
The shifted consumer expects to pick up a mobile phone and get anything they need immediately and in context.
Australians are using more apps on their smartphone than ever before. Mobile app usage is up 13% year-on-year.
The real growth is coming from the shifted consumer who now make up nearly one-fifth of the Australian adult online population and are growing annually.
If you’re not thinking about the role of digital in general and mobile in particular when your customers are in the store, on the bus, at home, or at their desk, then you’re not serving them in their mobile moments.
Nearly three-quarters of us are checking our mobile phones at least once per hour.
It’s fair to assume that current behaviour is the best indicator of future behaviour; in fact, many major innovations of the past few years build on existing behaviours. Understanding which apps your customers use and how they use them is a good indication of the features and functionality you should implement.
While mobile apps are getting better, many of them still simply replicate content or services designed for a desktop web experience.
The takeaway? Putting lipstick on a pig is not a winning mobile app strategy. Deep and ongoing engagement will drive the business results you seek. Apps must be great to drive engagement.
81% Ownership – Around 81% of Australians own a smartphone.
86% App Usage – Time spent on iOS and Android Connected Devices. (86% Apps and 14% Internet Browser)
45% Purchase – 45% of smartphone users purchase products on their device.
99% Mobile – Nearly all Australian retailers mentioned that their mobile traffic overtook their web traffic over the past 6 months.
50% on Mobile – In 2015, nearly half of online retail spending in Australia was on mobile devices; in 2017, mobile will overtake other devices as the main touchpoint for online sales.
Statistics quoted from Forrester Research Inc. Consumer Technographics Asia Pacific Survey H1 2016.