Mobile apps are all the rage right now with iPad apps expected to surpass 28 million units for 2011, but recent survey data shows that consumers still prefer to use mobile web over apps. In the same survey, Tom Davis, vice president of ecommerce at Kenneth Cole noted “Looking at the mobile sites of mass merchants, look-up sites and brand retailers, they are all using different design templates and tactics to get their message across.” In a separate report this week, Baynote, found that keywords are not always efficient in guiding consumers to information they may be looking for. Most simply put “…Searchers want landing pages that answer their questions.” For Baynote’s full report on consumer acquisition click here. What does this all mean?
Consumers are Internet lazy and here’s why:
1. Answers, now
In a world where Tweets can be answered in seconds and some websites, like Quora, dedicate themselves specifically as question forums. Consumers no longer see quick answers as a luxury but expect it and in real-time.
2. Relevant Content, now
Try googling any question and its easy to see how much content there is out there in the wild jungle of the web. He who finds the relevant information first, wins. Understanding, finding and spreading relevant content is becoming a necessity in Consumer Web both for consumers and for companies trying to find relevant, brand related information. The race begins.
3. Information overload
Similar to relevant content, the mass of consumers dialogues has burdened the web making for a consumer mentality of feeling overloaded. This overload originally meant to make things easier for consumers has actually ended up becoming overwhelming as an internet searcher experience. The backlash to this is that now consumers expect more information for filter through and find them. Less effort, more information.
4. Connecting Connecting Connecting
If a company is unable to connect, truly connect with their user or customers needs then its only a matter of time before any value achieved can be lost. Consumers want to connect even its a feeling of being connected with a company. Branding isn’t new but how companies chose to connect with customers vary, like Saks leveraging Four Square to reward its shoppers for checking in.
5. Retention Over Sales
Since the internet is fast-paced, consumers can find out a critical piece of information and switch services instantly or even find a better product, faster. Today’s consumer is not loyal and in fact is entitled. Knowing how fluid spending trends can be, sales no longer indicates new business or profit projections but indicates short-term what consumers are attracted to. If for every three customers gained, one is lost them sales is no longer a solution but in some cases the problem. Product and community engagement tend to be longer term tactics that have become as important as sales. The question isn’t whether or not you can get customers but if you can keep them.
With all this lazyness spreading we are sure to see a change is what people are buying and how they are buying it. Ecommerce paved the online path for shoppers and now adding social to online shopping caters even more to consumers instant gratification. What is your company doing to help the lazy consumer?