Despite the rise of this mobile device, few brands have their E-commerce optimized to sell on tablets. They do not have the contents, nor the navigation, nor the forms adapted for these devices. But in addition, the product pages do not always have clear information or have the appropriate images that can make the consumer decide to buy.
These with some of the conclusions of the Georgia Mobile Database Tablet usability study, carried out by user zoom and based on different major Fashion E-commerce brands in different countries. The use of mobile devices, Smartphones and Tablets has exploded in recent years and their penetration is increasing rapidly.
While PCs and laptops continue to be the most used channel for browsing and shopping, tablets and mobile phones are on the rise and more and more users are using mobile devices to buy. According to eMarketer, mobile e-commerce sales will grow more than four times in the coming years, from 6.7 million in 2011 to $ 31 billion in 2015.
A Google study published in May 2012 indicated that smartphone penetration on this date had reached 51% in the United Kingdom, 44% in the United States and Spain and 29% in Germany.
At the end of 2012, the percentage of penetration of Smartphones in these same countries in Europe grew by 30%, and in December all of them already had more than 50% penetration. In December 2012, Spain led the ranking with 66% of Smartphone users, followed by the United Kingdom with 64%. Both countries were above the European average of 57%, surpassing Germany with 51%.
Users have changed the way they consume
If we want to increase our sales and our conversion we have to work so that the client finds quickly and easily what they are looking for on all devices and at any time or circumstance. This forces us to redefine and build new relationships with our mobile customers. You have to know them better and analyze how they use mobile applications or web.
The Omnichannel Experience
Mobile shopping opens up a range of possibilities. We have gone from the Multichannel experience to the Omnichannel experience, where the customer is at the center, thanks to mobile, and needs to be uniform with all channels. Be it the physical store, the online store or the mobile applications (mobile and tablet).
There is already a high number of users who use the mobile to buy even if they do not finish the purchase from it. They use it to find information about a product and to compare and also to look for discount coupons for the purchase. “People also use their mobile in the physical store and it is estimated that they spend an average of 15 minutes looking for information and sending photos from it.”
There are new user behaviors that are having a great impact on the final conversion both in the physical store and online. This is the case of Showrooming, a name that is used to define the behavior of the user who tries on clothes in the physical store and checks the online price on his Smartphone and if it is cheaper he finishes the purchase at home on his tablet or computer.
According to an investigation carried out by the design agency Foolproof, 24% of people made a showroom during their Christmas shopping and 40% of them ended up buying at the competition.
“Social-Ecommerce is more than a trend …”
Social-Ecommerce is already more than a trend and many brands are beginning to integrate it into their shopping experience by creating different experiences that intertwine physical purchase with online purchase. This is the case of C&A that shows the likes of the garment on the hangers or Diesel that allows you to send photos from its fitting rooms to Facebook.
And SoLoMo (social – local – mobile, the latest trend that bursts as a great opportunity in E-commerce yet to be exploited, uniting the mobile experience with all the others. It would be a mistake to consider these changes as the transition from Off to On since they are all part of a global user experience.
If an E-commerce wants to be successful, it must know how to adapt to the behavior of each of its users in each of its different channels, creating unique and personal shopping experiences and defining different functionalities for each of the applications that the user uses.
For this reason, it becomes basic to know and ask your client to know how to give him the best experience in each channel.
Tablets will be the next device to take off
The Cisco study (Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017) on the evolution of mobile devices, predicts that in 2017 there will be more mobile devices in use than the number of people on earth.
Tablets and smartphones will generate the Brother Cell Phone List majority of Internet traffic, the tablet is the second type of device that grows the most in the number of Internet connections and in the future it will become the fastest way to surf the Internet.