Forrester’s latest research offers retailers insights about Australian consumer mobile behaviour, identifying six key mobile usage segments to leverage for m-commerce and mobile marketing.
The latest research from Forrester Research advises retailers to ‘base mobile commerce strategies on their own circumstances… rather than the technologies available’ and take the POST approach to m-commerce.
In Mobile Techograhics: Australian Online Shoppers, Forrester Research identifies six segments of consumers within the Australian population based upon their mobile usage (listed in the below diagram):
Mobile behavioural trends that Forrester identified from this research include:
- 84% of Australian online adults who have mobile phones use them for more than voice – uses range from SMS to consuming mobile video.
- 49% of Australian adult mobile phone owners who regularly shop online for apparel, footwear, or accessories are also in Forrester’s Entertainers category, meaning they buy content, apps, or personalised services for entertainment on their mobile phones at least weekly.
- 38% of Australian adult mobile phone owners who regularly shop online for computer hardware, software, or peripherals are also in Forrester’s Connectors category, meaning they use mobile email at least once a month, or they use another efficiency or productivity application like mapping.
Taking The POST Approach
Forrester Senior Analyst, Steven Noble stresses that retailers need to base their mobile strategies on customer needs, rather than let available technologies dominate their decisions.
In the report he highlights the value of The POST Method, a three step process based on first identifying and understanding customers needs via their Mobile Technographics profile, then determining objectives and building a strategy… finally choosing the most suitable technology.
Noble suggests that retailers conduct surveys of their own customers to establish where they fit within the Mobile Technographic profiles.
“Consumer mobile behaviour will cross over between profiles (for example, a ‘Entertainer’ may also be a ‘Connector’), however if you understand the majority of your target audience this may go a long way to building a relevant m-commerce strategy,” he advises.
- Mobile App or M-Site? Forrester’s research reveals that only 23% of Australian smartphone users regularly download apps, so its seems a mobile website should be your first priority… unless perhaps you have a large demographic of ‘Entertainers’ or ‘SuperConnecteds’ who will appreciate the richer and tailored experience of an app.
- Who do I build for… iPhones, Android or Blackberry? 50% Australian smartphone users use the iOS platform. Therefore all signs indicate that retailers (depending on their audience) should focus on developing applications for these devices. This means taking into consideration not using Flash and perhaps exploring the opportunities afforded through HTML5.
- Keep It Simple! The research also reveals a small proportion of Australian smartphone users engage in promotions, use coupons and/or enter contents via their mobile devices. Dependent on your customer’s Mobile Technographic profile, don’t rush into elaborate mobile marketing campaigns, keep it simple and as your target audience’s behaviour becomes increasingly sophisticated, let your mobile marketing evolve.
“For a long time retailers have felt that mobile is something exciting and that they would like to do but delay for various reasons, however now is the time for mobile,” urges Noble.
“We are at a point in Australia where consumer mobile behaviour is ahead of what merchant’s can offer and it is no longer something that can be put on the back-burner,” he warns.
You can purchase the full report on the Forrester Research website.