THE NEW MOBILE MARKET: WHY SOCIAL CONTENT COUNTS

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Matthew Dawson
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1 THE NEW MOBILE MARKET: WHY SOCIAL CONTENT COUNTS

2 SPEAKERS LUKE CHATELAIN Director of Product Experience Olapic JARED HOROWITZ Chief Revenue Officer Branding Brand

3 AGENDA MCOMMERCE IS THE NEW ECOMMERCE THE CONTENT CANYON VISUAL UGC & THE MOBILE EXPERIENCE APPS VS. MOBILE WEB MOBILE & THE IN-STORE EXPERIENCE WHO IS DOING IT RIGHT HOW TO DO IT RIGHT

4 ECOMMERCE IS BOOMING $414 BILLION 9.5% ANNUAL GROWTH $204 BILLION Source: Forrester U.S. ecommerce forecast:

MOBILE 2014 OUTPACES THE DESKTOP 29% of all online retail sales will be made via mobile in 2014 Mobile usage (55%) overtook desktop usage (45%) in 2014 US M commerce grew 47% in just the 2nd quarter

5 MOBILE 2014 OUTPACES THE DESKTOP 29% of all online retail sales will be made via mobile in 2014 Mobile usage (55%) overtook desktop usage (45%) in 2014 US M commerce grew 47% in just the 2nd quarter of 2014 far outpacing the growth of total discretionary retail (3%) and desktop ecommerce (10%) Source: comscore, August 2014 report Source: Forrester, U.S. Mobile Phone and Tablet Commerce Forecast:

6 MCOMMERCE TRANSACTIONS ON MCOMMERCE THE RISE TRANSACTIONS 38% of smartphone owners will purchase on 38% owners of smartphone will purchase on 31% of tablet owners will purchase on 31% that purchase device of tablet on owners will By 2018, 61% of smartphone By owners 2018, will 61% purchase on that owners device will purchase of smartphone By 2018, 55% of tablet By owners 2018, will purchase on that device 55% of tablet

7 TIME TO FOCUS ON MOBILE Source: Branding Brand Mobile Commerce Index, August 2014.

8 MOBILE SHOPPERS ARE SOCIAL 79% of smartphone owners are smartphone shoppers 84% of online shoppers use social media 2014 Source: Source: Google Shopper Marketing Agency Council, Mobile in-store research: How in-store shoppers are using mobile devices Source: UPS, UPS Pulse of the Online Shopper: A Customer Experience Study

9 IT S A NATURAL RELATIONSHIP SOCIAL IS MOBILE & SOCIAL IS VISUAL 60% of Twitter users access the social network through mobile. 78% of Facebook s daily active users in the US use mobile devices. 75% of traffic on Pinterest is through a mobile application 71% of people use mobile to access social media 98% of Instagram s daily active users are on mobile devices Source: Adobe 2013 Mobile Consumer Survey Source: Twitter, Facebook, Instagram, Pinterest

10 AS MCOMMERCE AND SOCIAL GROW SO DOES THE DEMAND FOR VISUAL CONTENT DEMAND BRAND CREATION

11 BRANDS SIMPLY CAN T KEEP UP DEMAND ORGANIC CREATION BRAND CREATION

12 WHICH IS WHY VISUAL UGC IS SO IMPORTANT 5,565 FASHION 3,875 CE 4,929 LUXURY 2,351 CPG For EVERY PHOTO posted by top brands...customers post THIS MANY 916 BEAUTY 1,556 JEWELRY 218 TRAVEL

13 VISUAL UGC IS COMING FROM MOBILE AND SOCIAL PLATFORMS 60M photos are posted on Instagram each day 50M pins each day on Pinterest 460M PHOTOS DAILY More than 350M photos are uploaded to Facebook each day Source: Facebook, Instagram, Pinterest

14 VISUAL UGC CONVERTS 4.6% 9.6% 4.6% conversion rate when visitors see customer photos 9.6% conversion rate when visitors interact with customer photos 9 customer photos browsed per engaged shopper

15 APPS VS. THE MOBILE WEB

16 SHOPPING MOBILE WEB TRANSACTIONS VS. APPS ARE COMING FROM APPS

17 SHOPPING MOBILE WEB TRANSACTIONS VS. APPS ARE COMING FROM APPS AVERAGE ORDER VALUE CONVERSION PER VISIT VALUE $64.88 $ % Conversion % $ % AOV % $0.53 Smartphone Site AOV iphone App AOV Smartphone Site Conversion iphone App Conversion PVV 39.14% Smartphone Site PVV iphone App PVV iphone app AOV is 8% higher than smartphone site AOV. iphone app conversion is 111% higher than smartphone site conversion. Time on Site: iphone app PVV % is 103% higher than smartphone site PVV. Source: Branding Brand Mobile Commerce Index

18 CASE STUDIES: MOBILE GETS SOCIAL

19 TARGET IPAD APP

20 ULTA IPAD APP

21 JBL MOBILE WEB

22 STEVE MADDEN MOBILE WEB

23 MOBILE & IN-STORE

24 THE MOBILE IMPACT IN-STORE

25 SHOPPING IN STORE 84% of shoppers use digital tools before and during their trip to a store 69% of smartphone owners use their smartphone while in store Source: Deloitte Source: CFI Group Holiday Shopping 2014: Shutting Down the Showroom Effect

26 MOBILE SHOPPERS BRING MORE TRAFFIC AND CONVERSIONS = Those who use mobile devices during their shopping journey convert 40% higher than those who do not

27 BEACONS

28 IN-STORE

29 BEST PRACTICES

30 MOBILE BEST PRACTICES

31 BEST PRACTICES

32 KEY TAKE-AWAYS A MOBILE STRATEGY IS ESSENTIAL VISUAL UGC IS THE MOST ABUDANT, EFFECTIVE, & ENGAGING BRAND ASSET AVAILABLE & DRIVES CONVERSIONS APPS ARE FOR LOYALISTS, BUT MOBILE WEB IS A MUST MOBILE CAN DRIVE SHOPPERS TO STORE AND KEEP THEM THERE

33 QUESTIONS LUKE CHATELAIN JARED HOROWITZ Branding

34 THANK YOU! Please visit for download and/or be on the lookout for our !

State of Mobile Commerce. Q

State of Mobile Commerce. Q4 2014. JANUARY 2015 Executive Summary. Mobile commerce adoption is far ahead of expectations. Globally, mobile now accounts for 30% of ecommerce transactions. It is expected