You can't throw a dead Blackberry phone at a pundit without hearing somebody talk about how customers are moving to mobile.
Many folks count the iPad as a mobile device. This is an arbitrary designation, one often made to make mobile look better than it really is.
If you want to see if the iPad is really part of the mobile revolution, take a look at where purchases happen. Segment customers who buy traditionally via your e-commerce site, customers who buy via a tablet, and customers who buy via a smartphone. Once customers are segmented, look at the channel used in the very next purchase.
If an iPad customer shops via the iPad on the very next purchase, then you have a customer base making the transition to new devices. If the iPad customer switches back to old-school e-commerce shopping, then you've got experimentation happening, you don't have a customer base that buys into new technology just yet.
We saw this with e-commerce in the late 1990s ... customers ordered online, then went back to buying via the telephone. By the early 2000s, customers ordered online and stayed online ... at that point, the mass exodus from the call center was underway.
Simply repeat the work you did a decade a go, this time measuring the shift from traditional e-commerce to tablets/mobile.
Subscribe to:
Post Comments (Atom)
-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
When introducing the concept of Marketing Budget Experiments ( click here for pricing details ), I shared thoughts on payback windows. If yo... -
As usual, my summer schedule will dial back just a bit ... maybe three posts per week instead of five, sometimes four, sometimes more. And y...
Completeley valid point that classifying Ipad (or any tablet) as mobile is nothing but an arbitrary classifaction. By the same logic purchasing from a laptop should be classed as mobile!
ReplyDelete