Comfort And Convenience Leads To Mobile Shopping Boom
Comfort and convenience are driving Aussie consumers towards mobile shopping, according to new research from Emarsys.
More than half of Aussie consumers (55 per cent) indicate they have significantly changed how they shop over the last 12 months and that mobile use is a part of that. Meanwhile among the 25-34-year-old demographic, 58 per cent indicated they would like bricks and mortar stores to feel as convenient as apps.
Comfort and convenience drive mobile shopping adoption:
Several factors set apps apart from in-store or other forms of shopping, according to the research. Most of these factors relate to convenience and comfort.
Two-fifths of the consumers surveyed claim that apps have easier payment methods, such as Apple Pay. Meanwhile, over a third of the consumers surveyed said apps allow them to access exclusive deals. Almost a fifth of consumers also said mobile apps and subscriptions provide comfort and understand their tastes and needs.
Emotional factors are important, with two out of five consumers noting that mobile apps make shopping more relaxing. This figure rises to 40 percent among the female consumers surveyed. Thirty percent of consumers also revealed that mobile apps prompt happy emotions and their mood improves.
Commenting on these findings, Adam Ioakim, Managing Director, APAC at Emarsys said:
“Apps are now essential to our daily lives. The convenience of being able to shop from the palm of your hand amid a global pandemic has driven consumer appetite towards mobile shopping over the past year.”
Paid subscriptions prove popular during the pandemic:
Mobile app subscriptions have proven particularly popular during the pandemic. Over a third of Australian consumers surveyed have paid to subscribe to a new app, such as Netflix or Runtastic during lockdown.
Significant age factors determine subscription sign ups. Thirty percent of 16–24-year-olds are currently signed up to a monthly subscription, compared to just nine percent of those aged 55 plus. Food and recipes subscriptions (25 per cent) are the most popular, followed by beauty and grooming (15 per cent), fashion (11 per cent) and toys and games (10 per cent).
Consumers turned off by perceived lack of value:
The most common factor contributing to the cancellation of subscription apps is the perceived lack of value for money (47 per cent). This is followed by free trials running out (20 per cent) and because the offering wasn’t personalised enough to the individual’s tastes or needs (18 per cent). Surprisingly, the average lifetime of a subscription service for Australian consumers surveyed is just five months.
“Consumers are fickle creatures. They will not hesitate to drop a brand that does not meet their needs for personalisation. Above all, marketers must ensure that the mobile app delivers a return on investment. This means ensuring the app makes the user’s life easier, such as helping reduce the time required for meal preparation or helping select an outfit for example,” said Ioakim.
So, what kind of value are consumers looking for?
The top mobile innovation Aussie consumers want to see is augmented reality features to try on products (40 per cent). This is closely followed by in-app quizzes to ensure products are tailored to the individual (28 per cent), the ability to instantly track down products worn by influencers/celebrities online, as well as automated stylists that recommend products based on previous purchases (26 per cent).
Please login with linkedin to comment
comfortLatest News
Dettol Launches Australian Heartland Collection Via Momentum
Dettol has launched a new premium liquid handwash range, the Australian Heartland Collection, inspired by Australia’s environment. The new Dettol range is made in Australia and available in three new fragrances: Daintree Rains (Grapefruit and Citrus), Nullarbor Moon (Wild Rosella) and Red Earth (Buddha Wood). Produced by Momentum Worldwide Australia, the launch campaign includes creative […]
Māori Support Network Releases First Major Brand Campaign Via Motion Sickness
In its first major brand campaign, Te Whānau O Waipareira celebrates Māori identity with a call for resilience and hope. According to the organisation, the ‘Proud To Be Māori’ campaign reflects the optimistic, passionate and aspirational spirit that guides the West Auckland urban Māori support network. Founded as an advocate for its people—those who came […]
Sexist Tent Advert On Amazon Says It Would Be ‘Easy For Women To Put Up’
Sure, this is a rather sexist ad for a tent; however, it vastly undersells the sheer horror that is camping.
Isobar ANZ Wins Adobe 2021 Digital Experience Partner Of The Year Award
Dentsu international’s digital and customer experience agency, Isobar, has won the Adobe 2021 Digital Experience Partner of the Year award. As Adobe’s most prestigious award, the Digital Experience Partner of the Year honours the companies that have made leading contributions to Adobe’s business and have had a significant impact on customer success. Steve Knowles, dentsu’s […]
Apple Spoofs Tom Cruise And Co With ‘Mission Implausible’ Ad For New iPad Pro
This cool Apple spot comes with a surprising end that includes Tim Cook; which probably takes the surprise out of it.
“Beginning Of The End Of The Pandemic!” Omnicom Revenues Down 1.8% In Q1, But Rebounds 9.6% From COVID
Omnicom's Q1s are in & if they were a hamburger they'd be better than a Zinger but not as good as the Whopper Baconator.
PHD Media Named Best Place To Work For Media And Marketing By AFR
Apparently the use of 'the rack' & thumbscrews in the workplace is frowned upon by the AFR's Best Places To Work Awards.
Woolies Takes Majority Stake In Quantium
Woolworths takes majority stake in Quantium, still can't get its trolleys to drive in a straight line.
Government’s Woeful ‘Milkshake’ Consent Ad Deleted
The federal government has dumped a widely condemned consent education video that compared sex to milkshakes and put a woman as the perpetrator, a day after publicly defending the video. The video formed part of ‘Respect Matters’, a new government campaign that aims to teach children about sexual consent through education resources for schools. The […]
Nine’s Big Idea Store Announces Action Packed Line-Up
The Big Ideas Store, Powered by Nine, will return for its fourth year on Tuesday 11th May – and this year, they’re taking attendees sky high! Taking over the panoramic 22nd floor of Nine’s brand new HQ at 1 Denison St North Sydney, The Big Ideas Store will offer two weeks of big thinkers, big ideas, and dig deep into the big issues challenging marketers right now. More than 8,000 people […]
Droga5 Goes Back To Pompeii 79AD In Epic New Work For Alexa
To demonstrate the power of your voice with Alexa – Pompeii is the latest film in the “A voice is all you need” campaign via Droga5 London. The work shows how Alexa enabled devices can help you do almost anything with your voice and continues to playfully bring this to life by colliding two contrasting […]
Coke Criticised At Shareholder Meeting For Exacerbating Health Issues In American Communities Of Colour
A resolution was passed at Coca-Cola’s annual shareholder meeting, held online, calling on the brand to increase their transparency about the role of their products in fuelling health issues among people of colour. Coke, which is headquartered in Atlanta, Georgia, was also criticised for drawing back its initial support for voting rights. Nsé Ufot, Executive […]
Ampol Completes Its Australian Return In New Campaign From Saatchi & Saatchi And iProspect
Iconic fuel brand Ampol has returned to the nation’s roadside launching ‘Far and Wide’ a wide scale, integrated campaign that celebrates the distance Australians travel, great and small, day-in and day-out. Created by Saatchi & Saatchi Australia and iProspect, the campaign idea centres on Australia’s sheer vastness and how it’s part of our country’s identity […]
Klarna Launches Carbon Footprint Insights For 90 Million Customers
Klarna has announced the launch of CO2 insights for all shopping purchases as part of its one per cent pledge, involving the donation of $10 million to initiatives supporting planet health. The new feature aims to democratise access to unbiased climate impact information for consumers at no cost or judgement, as a first step to […]
Tuesday TV Wrap: Nine News Wins The Night As Lego Masters And Masterchef Have Post Premiere Dip
Nine News came out on top last night with 1,034,000 viewers according to OzTAM’s metro data, as both Lego Masters and Masterchef saw reductions in viewership after their premieres. Lego Masters had a decrease of 56,000 after Monday’s premiere while Masterchef’s audience dropped by 88,000. The shows received 782,000 and 582,000 viewers respectively. Second in the ratings […]
Will AR Get Rid Of Shop Changerooms?
Could AR be the new way of trying on clothes? It would certainly beat dodgy changerooms with broken locks.
Purple iPhones, AirTags And Huge Changes For Advertisers: Everything You Need To Know From The Apple Launch
There was big news coming out of California last night. Fortunately, it wasn't that The Rock is running for President.
Sitecore Study: Aussie Gen Zs Flock To Internet Commerce Sites During Pandemic
Study says Zs have been online shopping during the pandemic when they should've been squeezing their zits in the mirror.
DoubleVerify Uncovers And Stops ‘OctoBot’: Unprecedented CTV-Focused Fraud Scheme With Multiple Tentacles
Grab the lemon and the tartare sauce because we're talking OctoBots in this tasty cephalopod read.
Instagram Influencer Marketing Set To Become A $7.4B Industry In 2021
Influencer economy tipped to reach $7.5B. That's a lot of teeth whitening sets and Hello Fresh meals being sold.
Lifting The Lid On The Marketing Machine With Accenture’s Philippa Spork
If only marketing were a machine, then all of your problems could be remedied with a spray of WD-40.
Which 50? Has The Datafication Of Advertising Finally Killed Off Adland’s Favourite Slogan?
John Wanamaker's famous adland quip has joined Prince Philip in falling agonisingly short of its 100th birthday.
YouTube Removes Ads From James Charles Videos After Child Sexting Allegations
Here's a rather unsavoury story about a YouTuber, not that we have the faintest clue who it is.
Facebook Ups Data Portability Efforts With ‘Transfer Your Information’ Tool
You can now transfer all your old crap on Facebook. Although it might be better to just delete some of the old photos.
Purpose, Or Is It Porpoise?
In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]
MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots
MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]
All Hail The Winners! It’s All Your Women Leading Tech Trophy Recipients
Women Leading Tech winners were lauded at a gala lunch. And, right on cue, the damn Powerpoint preso didn't work.
Dear Internet – One Year On From COVID
This columnist has thanked the internet for keeping us connected. The NBN fails to get a mention, unsurprisingly.
Flight Centre Unveils New Captains In First-ever Global Brand Campaign
Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]
Andrew O’Keefe Has Two Charges Of Assault Added To Domestic Violence Case
This is one of those rather unpleasant stories B&T doesn't enjoy running. We'd far prefer to be bringing you cute dogs.
