Talking about the marketing research of “Yandex.Market” and the company GfK Rus on online shopping with mobile devices, the main points and comments of experts in marketing in mobile Commerce. In the first part of the study “Yandex.Market” and the company GfK Rus, published in December 2016 and is dedicated to the development of online retail in Russia, analyzed the Russian audience of online shoppers.
How often and what to buy online, motives of choice of sites and products, the reasons for making Internet purchases. The second part of the research conducted from 1 to 16 November 2016 dedicated mobile audience ecommerce. Respondents (like in the first part) — online shoppers in age from 16 to 55 years (a total of 2022 full online interview), who use a smartphone to search for goods on the Internet and in the last year bought online at least one of the 17 major categories of goods specified in the study. Study geography — cities of Russia with the population from 100 thousand and more.
Edition vc.ru publishes the main points of the study and the views of the representatives of the market of mobile Commerce. What are the main trends they noted in the study and what value it has for e-commerce market. The Chairman of the Committee on standardization of AKIT Alexander Logunov notes the positive nature of the study for the market.
Identifying the modern trends in the industry of online retail, including consumer activity, the authors of the research can help businesses to improve client services and quality of services, he says. Head of PR-direction and internal communications Ozon Maria Nizamutdinov noted that the new information is interesting to all participants of the mobile market. The market is not enough research about mobile Commerce. Good to see such data — they are interesting and those who are already actively developing mobile, and those who only think, and there, by the way, still a lot.
Alexander Logunov draws attention to the tendency to use smartphones for shopping, and for studying the range. The main trend that we see. People use their smartphones to select the required item constantly and everywhere on the road, in the car, transport, buying goods of daily use and food.
First of all, it opens up opportunities for new advertising formats on mobile. More and more people moves to personal devices, and personifitsirovano with gadgets will be another trend in the near future. Head of strategic PR projects Mail.Ru Group Natalia Bogdanovich notes the trend. More and more companies focus on promotion of mobile apps, not mobile sites.
However, the Chairman of the Committee on standardization of AKIT Alexander Logunov believes that the craze of mobile apps has no prospects and is more important to pay attention to mobile versions of sites. Widespread fashion for creating mobile apps for online stores is not quite true. In some segments, where the purchase frequency is not so large, the entrepreneur should focus more on the mobile version of the website, making it even more convenient for the user.
The representative of the press service of the company “Yandex” Ekaterina Lebedeva says that it is important to assess the capabilities of large and small shops. Large stores have been working with a mobile audience by creating mobile apps and mobile versions of sites, many of which are very popular, and users have noted their high quality. Active growth of mobile audience of buyers observed in the market of ecommerce is not the first year. The obvious trend. Sellers need to follow very closely the mobile audience, but many small shops just cant afford a decent website or mobile app.
(And even if I could. In Russia, about 40 thousand stores, and 40 thousand applications by any user will not install). In addition, the additional funds required for the promotion. Therefore, the output on the mobile audience for small shops is happening at a slower pace.
One of the tools the speed of the mobile audience for them may be aggregators, who have greater resources to develop mobile versions and their promotion. Companies conduct their own studies of the behavior of buyers and shared with the editors vc.ru some of the conclusions. We analyze mobile on the basis of the data available to us (customer behavior Ozon), and in General, our findings coincide with the study of “Yandex.Market” GfK Rus: ? Ozon — multicategories shop and we can clearly see that there is a difference in behavior depending on the category.
Most mobile products for moms and kids, clothing, perfume and cosmetics. ? 65% of purchases through our iOS app is done by women;. ? on average, about 10% of our users choose your products, and the ordering issue on the desktop;. ? most popular for mobile time — late in the evening and weekends. At this time, 50% of visits to Ozon is done from mobile devices.
[Watching the market and industry], we see a trend of growth in sales from smartphones and tablets. Many companies focus on mobile promotion, experimenting with creative and targetingami. Some categories of advertisers, the share of sales from mobile devices is already more than half, for example, Delivery Club the share of mobile orders, more than 75%. Also common case when the user encounters the product in the mobile version, and the final purchase makes on the desktop. If we talk about trends, more and more companies focus on promotion of mobile apps, not mobile sites.
Focus away from attracting only new customers shifted to work with existing — remarketing in mobile apps through the mechanism of deep linking. The first place among categories of applications, promoted through myTarget, is ecommerce. Within the segment, the most popular clothing and footwear, machinery and various aggregators of goods. Advertisers who do clothes make the emphasis on mobile apps — especially on iOS, where the largest average bill is and the size of the basket.
Company Criteo, which deals with the placement of personalized display advertising, in their study (the second half of 2016) examines the phenomenon of cross-device Commerce. Earlier, said in a letter to the editor Criteo vc.ru the reports were focused on the topic of mobile Commerce. However, new research proves that retailers should use cross-device Analytics for accurate assessment of the intentions and behavior of customers on their devices.
The choice in favor of a strategy of measurement of cross-device is a priority for all retailers in Russia. Marketers need to use the “smart analysis” cross-device to ensure proper attribution and cost optimization across the delivery channels. In turn, retailers, who established a continuous and personalized user experience, provide a competitive advantage. In its conclusions, the company notes that the focus on the device gives an incomplete and simplified picture, and from now on the way to transaction “will be implemented through focus on user, not the device”.
“Forget the usual phrase “Choose from smartphone, buy a computer,” reads the report. ? Today, customers use smartphones to find products and purchase them. 13% of all cross-device transactions committed from the computer, start on a smartphone and 50% committed from your smartphone, start the computer.
Regardless of the type of device from which the purchase is made, about every fifth cross-device transaction begins on a smartphone”. Send your speakers and case studies about advertising and marketing on [email protected]