13 May

Don't Underestimate Mobile Engagement

Today's consumers no longer have to peruse giant shopping malls and mega-stores in order to find products and services on which to spend their money. Statistics indicate that 1 in 3 of the world's population now owns a smart phone, which is like saying that one third of the world carries around a retail outlet in their pocket!

Any business or company that has failed to recognize the pertinence of the multibillion-dollar mobile engagement movement is missing out on a great deal of opportunity for growth! This is evidenced by the fact that 84% of smartphone owners use them to research products or services before making a purchase, which is a 17% lift over last year. And once they make a decision to buy, 73% of them will use their devices to make the actual transaction happen.

Consumers are constantly on the move, and creating compelling mobile experiences for them is no longer just a "nice-to-have" option. Your mobile messages must be optimized to engage with shoppers, wherever they are...at the right time.

The mobile engagement movement is widespread, and growing rapidly. The staggering numbers alone should be an abrupt wakeup call for companies who haven't come to the conclusion that practicing and perfecting their mobile engagement should be this year's single-most important operational goal. An astounding 84% of phone users will make at least one mCommerce (mobile commerce) transaction this year.

Over the past year, there has been a 17% lift in the number of people that research products or services on their phones, and a lift of 12% of those are making their purchases the same way-on their mobile devices. In fact, the number of phone users engaging in online shopping has grown 47%, year over year, and is only estimated to increase at a higher rate with time.

Nearly one quarter of the most recent mCommerce transactions made by phone users had reported experiencing a previous mobile engagement before making the purchase. The number of these transactions totaled just under $300 Billion in 2015, and is expected to surpass $626 Billion in 2018.

As another point of interest, those who own an IoT (Internet of Things) device are 46% more likely to engage frequently with companies, using their mobile devices, and 55% more likely to engage in live chat via their mobile device than non-owners. Those who use their tablet, as well as their smart phone, are 45% more likely to be frequent mobile engagers. In addition, they are 21% more likely to indicate that their expectations of a chat engagement change, simply because the engagement is occurring on a mobile device. The expectations that took on a higher degree of importance were:

  • Chatting with a real person
  • Knowledge of the agent
  • Speed of response
  • Brief interaction

Industry data indicates, with no uncertainty, that mobile has become the dominant channel of preference for the lion's share of your customers. So in order to deliver a quality customer experience, you must deliver a quality mobile experience.

  • 84% of smartphone users consult their phones while in a store as they decide what to purchase
  • 91% of users turn to their phones to help them in the middle of a task
  • There has been a 70% growth in "how-to" video searches over the past year

By allowing Genius Monkey to help you cultivate and manage these mobile engagements, you will not only improve the customers' experiences, you will greatly increase their loyalty, which increases your ROI and repeat business.

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