Marketers In Danger Of Lost Sales As Mobile Purchasing Accelerates: Ansible  

Marketers In Danger Of Lost Sales As Mobile Purchasing Accelerates: Ansible  
SHARE
THIS


What best describes you?

Mobile ‘phone purchasing has nearly doubled in numerous areas of Australian e-commerce in the past year and many marketers are risking lost sales if their technology platforms are not ready to cope with demand from mobile purchasers.

New research from mobile technology company Ansible shows people’s mobile purchasing in major categories such as music/movies, video content, clothing & apparel, entertainment and gaming has doubled since last year.

“Mobile purchasing has become almost a daily factor for many people and from what we have seen, many clients will be missing sales as people on their mobiles pass by e-commerce sites that are not mobile friendly and operating efficiently,” said Scott Player, CEO of Ansible Australia, formerly named Mnet.

Ansible’s new research (see the report here) also points to the Australian wearables market also heading for record growth in 2016 and 2017. The wearables sector will contribute even more momentum to consumers’ shift to mobile-first information sources and e-commerce, says the research.

“Smart watch ownership has doubled across Australia in the past year as part of consumers’ continuing rapid transition to mobile 24/7,” said Player. “Eighteen per cent of people now own a smartwatch, but we are also seeing many other interest points in wearables that tell us there is strong potential growth looming across this product sector.”

Ansible’s research says that awareness of wearables has reached 96 per cent of the population and that half of Aussies plan to buy a wearable device in the next six months.

Smart watches form the most dominant category due to consistent hype, new product introductions and marketing campaigns.  Sales in this sector are led by Apple with Samsung in second place.

Fitness is the second most popular wearables sector and while there are many highly capable branded devices available, Fitbit has become a generic name for products in the sector because of a proliferation of new model launches in the Fitbit range.

Gaming is in third place with 28 per cent of people having used a gaming app on their wearable.  The incidence of gaming is boosted by wearables that offer gamified fitness apps, while the general level of interest in wearable apps is also very high.

Another strong area of interest highlighted in the Ansible research is mobile tap-and- pay payments. ApplePay, even with very limited support so far from banks and retailers, is the most used mobile payment service. Among people who have made a tap payment, 45 per cent have used ApplePay.

“ApplePay is continuing to gain traction overseas, so we believe local consumers are ready for tap-and-pay via mobile technology to make its way to the Australian mainstream,” said Player.

However, online security remains a constant concern across all Australian demographics, particularly older people.

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]