25
NZ INC/ 2014 MOBILE READINESS
NZ INC/2014 MOBILEREADINESS
HYPO-THESIS/Consumer adoption of mobile has outstripped commerce. But by how much? We wanted to understand what the gap is and how much of an opportunity exists for those businesses that get it.
• Survey the web presence of NZ brands to establish the current state of mobile readiness.
• Pool available data to understand consumer mobile adoption, behaviour and preferences.
• Review case studies available to benchmark the potential ROI uplift from moving to a mobile optimised platform.
APPROACH.
A brand offers a mobile specific website OR adapts to the type of screen used.
MOBILE READINESS DEFINED.
• 1,635 websites / 1,347 organisations• Organisations listed in Agencies & Clients
Yearbook 2013 (tend to be larger NZ organisations with a documented advertising, communications or marketing need).
• A rule-based scoring methodology used to remove any subjectivity from the individual site assessments.
MOBILE READINESS SURVEY DESIGN.
ASSESSING MOBILE OPTIMISATION.
SURVEY-RESULTS/
72% Fixed Width
15% Mobile
13% Responsive
NZ Mobile Readiness Survey All Organisations - N=1347; All websites - N=1635
72% Fixed Width
15% Mobile
13% Responsive
NZ Mobile Readiness Survey All Organisations - N=1347; All websites - N=1635
JUST 28% OF NZ ORGANISATIONS HAVE A MOBILE OR RESPONSIVE DESIGN WEBSITE.
NZ SIGNIFICANTLY LAGS INTERNATIONAL MARKETS WHERE 0VER 50% ARE OPTIMISED.
TOILETRIES & COSMETICS SECTOR LEADS THE WAY, WITH JUST OVER 50% OPTIMISED.
52%$
49%$
44%$
41%$
37%$
35%$
33%$
32%$
27%$
25%$
Toiletries / Cosmetics
Entertainment
Media
Automotive
Holidays, Travel & Transport
Beverages
Health & Pharma
Financial
Clothing, Accessories & Textiles
IT Comms Equipment & Services
Top 10 Sectors with Mobile Ready Websites
APART FROM TOILETRIES & COSMETICS, FOR RESPONSIVE DESIGN MOST SECTORS LAG.
RETAIL IS PROBABLY THE BIGGEST SURPRISE - JUST 18% OF SITES ARE OPTIMISED.
RESULTSIN CONTEXT/
BUSINESS IN NZ IS BEHIND THE EIGHT-BALL. KIWIS ARE SMART PHONE ARMED AND ACTIVELY USING THEM.
GROWTH IN TABLET UPTAKE WILL FURTHER INTENSIFY THE NEED FOR IMPROVED OPTIMISATION.
OPTIMISING EMAIL FOR MOBILE PROVIDES A COMPETITIVE EDGE CURRENTLY.
NZ BUSINESSES LOST OVER $1BN IN SALES TO OVERSEAS WEBSITES LAST YEAR.• Kiwis spent $2.8bn via the internet in the year to March
20141. - This represents 6.1% of SNZ reported retail sales.• 40% of sales went to international sites.• 60% is accounted for by US (30%), UK (18%) and AU (15%)• It is noted that the NZRA estimate online sales significantly
higher at c.$5bn2.
1BNZ Online Retail Sales Index, May 2014. 2The Online Retail Market in New Zealand: A 2013 Update.
1
EVIDENCE SUGGESTS NZ IS INCREASINGLY LOSING OUT TO OFFSHORE STORES. • Online spending by Kiwis at
offshore stores up 17% on same time last year.
• The growth rate for online spending at domestic stores during the same period was 8%.
BNZ Online Retail Sales Report, May 2014.
AN IMPROVED UX THROUGH AN OPTIMISED SITE WILL IMPROVE CONVENIENCE AND EASE.
• Main drivers to online purchase are:- Price- Convenience- Choice - Ease
• An improved UX won’t solve the price issue, but it will help with convenience and ease.
CASE STUDIES SUPPORT SIGNIFICANT UPLIFTS IN MEASURES LIKE VISITATION, CONVERSION AND REVENUE.
TESTING BY ‘MARKETING EXPERIMENTS’ ADDS FURTHER SUPPORT TO THE CASE FOR RESPONSIVE DESIGN.
INTERNATIONAL EVIDENCE ALSO SUPPORTS INVESTMENT TO IMPROVE RETURNS.
SUMMARY OUTTAKES.• With just 28% mobile readiness, NZ brands significantly lag both
international competitors and consumer demand.• Retail is particularly poor with just 18% of sites optimised.• With less than 15% of brands using mobile-friendly email, there is a
competitive opportunity for those that do invest in this space.• NZ business missed out on over $1bn of online sales to overseas
competitors. Optimisation won’t solve price and choice issues, but evidence suggests it would help retain some of that business.
• Those that do invest in mobile optimisation - particularly in responsive design - stand to gain uplifts in visitation, conversion and, for those involved in e-commerce, revenue.
THANKYOU/
