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What: GlobalWebIndex has presented its latest analysis of e-commerce behavior and engagement levels.
Why it matters: This survey will help marketers understand the evolving dynamics of how people of all ages choose and purchase products online.

GlobalWebIndex has conducted a survey among internet users aged 16 to 64, using data from a wide range of international sources, including the CIA Factbook and the World Bank. The survey found that more than 7 in 10 adult internet users purchase products online each month, with slightly more traffic in retail sites such as Amazon. The age group from 24 to 44  is most likely to buy online; however, the figures are still considerably high and similar for all demographics. Consumers can be roughly divided into young and mature based on their purchase drivers and priorities: younger shoppers value entertainment and content giveaways, while older groups favor service and convenience.

Interestingly, online shopping has officially become a mobile-first activity, with younger consumer groups buying online on their mobile devices. Older consumers will keep PCs and laptops relevant, but the increase in mobile activity will allow for innovation in commerce solutions; to quote the study, “social commerce and ‘new retail’ will be primary benefactors here'”. Nevertheless, the more ‘new retail’ expands, the more privacy will become a major concern. In order to provide a more customer-centric approach, brands will have access to unprecedented amounts of consumer data and will need to make sure the consumer’s privacy is cared for. As shown in the graphic below, an important percentage of users has started to use ‘new retail’ technology such as voice-search tools, while location-based services and augmented reality tools are beginning to gain relevance.

The Rise of Fintech

Financial technology is gaining more and more traction thanks to the enormous popularity of mobile devices. Growing markets with relatively undeveloped infrastructures stand to benefit the most from mobile payments, however, some key mature markets like Sweden and the UK are also delving into the technology, even though their consumers have strong attachments towards their current card systems, holding back the adoption of digitalized payment options.

Online banking has already paved the way for mobile payment. Over 7 in 10 internet users are now conducting transactions with their smartphones only, which has prompted banking brands to renew their systems to keep up with the competition and the demand.

What Motivates Online Shoppers?

But having a smartphone at all times doesn’t make it an open door for advertisers to push their agendas. The study found that platforms need to approach the consumer in a non-intrusive manner. Even the role of social media is steering in the same direction: users are becoming less interested in personal sharing, and now use their social platforms mostly for buying online and catching up on the news since it’s more convenient to centralize their online activities in one place.

Even though search engines and consumer reviews are crucial to online product research, the study shows that younger, smartphone-centric users tend to use social networks and online video sites to inform their purchase. In a key finding, it was seen that many more reviews are posted than consumed. While younger groups tend to share their opinion of products online, it is the older groups who use them.

In the end, customers of all ages are driven by the same thing: getting the high-quality experience they expect when interacting with their favorite brands. It’s not enough with driving purchases; after a transaction has been completed, “delivering on the wants and needs of a consumer is essential in winning them over as an advocate.” No matter the platform, marketers must focus their efforts on delivering on the wants and needs of their consumers, and the rest will just fall into place.

What: Time Inc. is launching mobile-first, all-video platform INSTANT, which will feature content about the lives and projects of digital celebrities as well as content created by digital celebrities exclusively.

Why it matters: Time Inc.’s People, Entertainment Weekly and HelloGiggles will be INSTANT Launch Partners on Programming and Audience Strategy Initiatives.

laTime Inc. has announced the upcoming launch of INSTANT, a mobile-first, all-video platform featuring content about the lives and projects of digital celebrities as well as content created by digital celebrities exclusively for INSTANT.

INSTANT will deliver fresh news, features and exclusives about and by “the new famous,” the digital artists of YouTube, Snapchat, Instagram, YouNow, Vine and other platforms to come. And it will be presented exactly where and how its audience consumes content – on mobile devices and video. Content will be created by the INSTANT team and by digital artists with massive followings and intense engagement with their own audiences, as well as by fast-growing emerging talent.

The INSTANT user experience will be unlike any available on mobile web today – a fluid video stream allowing the audience to engage with content immediately, intuitively and without interruption. it will deliver a native app-like experience directly in the mobile browser, with no extra download required. This will be a 100% native and branded advertising-driven product, with the ad product a seamless part of the editorial offering.

“PEOPLE, Entertainment Weekly and HelloGiggles are the perfect brands to help launch INSTANT, a tremendously future-leaning platform dedicated to an exciting new generation of creators,” said Rich Battista, President of the Time Inc. Entertainment & Sports Group and Video.

“Just as PEOPLE and EW have led and transformed celebrity and pop culture coverage for years,” said Jess Cagle, Editorial Director of PEOPLE and Entertainment Weekly, “INSTANT will be the media authority on the new famous.”

“Digital artists are the most explosive and addictive phenomenon in celebrity and entertainment today,” said Will Lee, Digital Editorial Director for PEOPLE and Entertainment Weekly. “INSTANT will be the first and foremost platform for and by these creators, with a beautiful new consumption experience for our audience.”

INSTANT’s dedicated production team will be led by editorial director Kirstin Benson, who will report to Will Lee, and will oversee all editorial, native and social media content for the site. Benson joins the INSTANT team from WhoSay, where she led editorial operations for nearly two years.

Daily editions of INSTANT will feature “snackable,” shareable videos—called “Instants”—across many digital verticals, including entertainment, beauty, fashion, food and social media, covered through the unique perspective of digital artists, and frequently created and curated by the digital artists themselves. INSTANT and digital celebrity content will have a significant presence in the PEOPLE and EW ecosystems – websites, social channels, and in the magazines. In addition, the platform will work closely with HelloGiggles, the female millennial brand acquired by Time Inc. in October 2015, as a premier launch partner, conceiving and producing a variety of programming, audience strategy, and experiential initiatives together throughout launch and beyond, amplifying and emphasizing HelloGiggles’ positive messaging mission.

Consumers will get a first look at INSTANT and learn more about the new product at VidCon 2016, to be held June 23-25 in Anaheim, CA.

 

 

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