As a media
professional, I have been avidly following the Digital / Mobile space as consumer’s exposure & engagement on content provided on these platforms are
growing rapidly.
Most of us
love to read our dailies while sipping a cup of coffee in the morning; but the
fact is that the urban audience is increasingly referring to online content
& eventually will abandon print.
It is just a
matter of time when we start watching online content & start replacing our idiot box with our smartphones, laptops & tablets …
With all this
speculation there is definitely a lot of excitement among brand managers &
media planners to increasingly use the digital & mobile platforms to
connect to their desired audience.
But before
spending more bucks on the medium, here’s an informal consumer insight which
has been derived by interacting with other digital / mobile users &
information from research papers on how consumers really use the medium &
how much it can eventually impact the advertiser’s Topline…
Insights on the Mobile
Consumer’s Behaviour
The urban
& semi-urban consumer uses his PC, Laptop, Smartphone & Tablet to
purchase products in some ways or other… Most urban users research at least
once on such devices before visiting the store or contacting a toll-free
customer care.
In-fact potential customers research the
product they have liked & identified AT the retail outlet & compare
it with other brand offerings or just check it’s pricing on multi-brand
websites such as ebay / amazon, flipkart etc…
Thus such
devices influence the “path to purchase” – by delivering information, comparing
prices, checking alternate options,
read reviews on product & after
sale service, etc…
Discussions
with other consumers have also given me an understanding that the PC / Laptop are the most preferred
device. An office-goer may sit at his workstation & do his homework before
his purchase.
At work, consumers
may also use their mobile phones to
access information during breaks.
Au contraire, tablets are used in the evenings while on their way back when their
thoughts are aligned towards purchase than in the mornings with a long day of
work ahead!!
In-fact, weekends are the time when most
consumers use their device for such research & may eventually visit the physical
store to get a hands-on experience of the product.
Purchases on
mobile / tablets are yet to pick up & it may be growing at a tortoise’s
pace. The reasons that one may attribute are:
1.
Speed
– scares most as data may suddenly vanish off the screen & one may be
rendered helpless.
2.
Security
– Online purchases in India are as such low, now consider purchasing on mobiles
/ tablets which we don’t know if it is running on a secured connection!!!
Consumers
also prefer web browsers over apps as one doesn’t have to download different
apps for various products. An internet search leads to various options &
gives you the desired output. Ease & convenience are most sought
after while looking up for information on the move.
Moreover, consumers
also believe that apps are developed by brands & may not give an unbiased
result.
Now…the role
of marketers has become more exciting!!
In an open
market place, the penetration of such devices will only make way for more options
& create a sect of informed customers
who know exactly what is to be purchased.
It is important
that the marketer knows exactly how his consumer is behaving, tools they are
using & when it is being used – so as to remain on top of mind!!
One can’t
ignore the digital & mobile revolution happening around the globe…can’t
even ignore the feedback given by present consumers in an open platform…
To compete in such
a market can be looked upon as an increased level of difficulty, but companies
who can get their formula right will excel as compared to their peers…
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