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m-commerce Un acercamiento a la experiencia
| Date post: | 29-Jul-2015 |
| Category: |
Marketing |
| Upload: | einstituto |
| View: | 194 times |
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m-commerce
Un acercamiento a la experiencia
m-commerce
e-commerce y los dispositivos móviles
3Base: Total Primary/Secondary Device Shop/Buy Occasions - PC/Laptop (323); Smartphone (152). Q. Were you... Note: Out-of-Home represents net of the following: on-the go,in-store, at work and somewhere else. 39
59%In-home
41% Out of home
Smartphones allow us to shop at home or on-the-go
Of all the shopping events we observed
84%In-home
16% Out of home
Smartphone PC/Laptop
Experiencia a la hora de comprar online
4
Experiencia a la hora de comprar online
Continue on a PC/Laptop
61%Continue on
a Tablet
4%
Consumers take a multi-device path to purchase
19%
Start on a Smartphone65%
5
Búsqueda VS Compra
6
Personalización
Executive summary
4 TV no longer commands our full attention as it has become one of the most common devices that is used simultaneously with other screens
3 There are two main modes of multi-screening: Sequential screening where we move between devices.Simultaneous screening where we use multiple devices at the same time
1We are a nation of multi-screeners. Most of consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV
2 The device we choose to use is often driven by our context: where we are, what we want to accomplish and the amount of time needed
2
Executive summary
4 TV no longer commands our full attention as it has become one of the most common devices that is used simultaneously with other screens
3 There are two main modes of multi-screening: Sequential screening where we move between devices.Simultaneous screening where we use multiple devices at the same time
1We are a nation of multi-screeners. Most of consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV
2 The device we choose to use is often driven by our context: where we are, what we want to accomplish and the amount of time needed
2
Executive summary
4 TV no longer commands our full attention as it has become one of the most common devices that is used simultaneously with other screens
3 There are two main modes of multi-screening: Sequential screening where we move between devices.Simultaneous screening where we use multiple devices at the same time
1We are a nation of multi-screeners. Most of consumers’ media time today is spent in front of a screen – computer, smartphone, tablet and TV
2 The device we choose to use is often driven by our context: where we are, what we want to accomplish and the amount of time needed
2
Executive summary
6 The majority of the times that we use devices simultaneously, our attention is split between distinct activities on each device
5 Portable screens allow us to move easily from one device to another to achieve a task. Search is the most common bridge between devices in this sequential usage
7 Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens
8 Multiple screens make us feel PRUH�HɝFLHQW�EHFDXVH�ZH�FDQ�act spontaneously and get a sense of accomplishment – this results in a feeling of “found time”
3
Executive summary
6 The majority of the times that we use devices simultaneously, our attention is split between distinct activities on each device
5 Portable screens allow us to move easily from one device to another to achieve a task. Search is the most common bridge between devices in this sequential usage
7 Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens
8 Multiple screens make us feel PRUH�HɝFLHQW�EHFDXVH�ZH�FDQ�act spontaneously and get a sense of accomplishment – this results in a feeling of “found time”
3
Executive summary
6 The majority of the times that we use devices simultaneously, our attention is split between distinct activities on each device
5 Portable screens allow us to move easily from one device to another to achieve a task. Search is the most common bridge between devices in this sequential usage
7 Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens
8 Multiple screens make us feel PRUH�HɝFLHQW�EHFDXVH�ZH�FDQ�act spontaneously and get a sense of accomplishment – this results in a feeling of “found time”
3
Executive summary
6 The majority of the times that we use devices simultaneously, our attention is split between distinct activities on each device
5 Portable screens allow us to move easily from one device to another to achieve a task. Search is the most common bridge between devices in this sequential usage
7 Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens
8 Multiple screens make us feel PRUH�HɝFLHQW�EHFDXVH�ZH�FDQ�act spontaneously and get a sense of accomplishment – this results in a feeling of “found time”
3
Executive summary
6 The majority of the times that we use devices simultaneously, our attention is split between distinct activities on each device
5 Portable screens allow us to move easily from one device to another to achieve a task. Search is the most common bridge between devices in this sequential usage
7 Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens
8 Multiple screens make us feel PRUH�HɝFLHQW�EHFDXVH�ZH�FDQ�act spontaneously and get a sense of accomplishment – this results in a feeling of “found time”
3
7
CASO DE ESTUDIODIGITAL EXPERIENCE
8
Los clientes esperan vivir una experiencia digital a su medida, simple y con alto valor La App puede volverse hoy el primer canal de relacionamiento con la marca.
Quiero una experiencia, no solo un producto. Quiero estar involucrada, compartir mi experiencia en tiempo real con mis amigos y recibir su feedback. Quiero estar conectada e interactuar con otras personas y con la marca utilizando todos mis dispositivos Quiero visitar un Local digital y descubrir los productos como si estuviera físicamente allí utilizando mi PC o tablet o smartphone?
9
Puedo encontrar el negocio más cercano, saber cuando esta abierto, cómo llegar, que métodos de pagos tengo.Quiero recibir beneficios personalizados.Espero que la marca me haga vivir una experiencia digitalde calidad y a medida para mí, que tenga en cuenta lo que a mi me interesa, mis gustos, mis pasiones, etc. Que pueda hacer todas estas cosas en modo fácil, sincronizando mi experiencia digital en todos mis dispositivos
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Videos de casos de éxito m-commerce
