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BizReport : Ecommerce archives : December 26, 2011

For merchants, email, mobile still reign supreme

According to stats from Responsys retail email volume skyrocketed Christmas week with most brands sending at least 5 messages to consumer lists for the week. That is a 35% increase over 2010 email trends; most of these messages were sent on Wednesday - one of the last days to shop online and have gifts delivered by Christmas.

by Kristina Knight

According to ConstantContact email addresses, on average, receive 3 permission-based email messages each day - that is a lot of contact to sift through. However, email is also one of the most-checked online platforms. Most (83%) survey respondents said email was the first thing they checked when going online; 72% check email at least 6 times per day. For those reasons email is expected to remain a good option for most retailers through 2012.

Many of those messages were likely viewed on a mobile device. But, surprisingly, TechBargains research notes that while consumers are researching or price-comparing via mobile, many are still not purchasing via smartphone or tablet device. According to their report 75% of tablet users purchase products via tablet but 90% are using these devices to research products; 59% of men and 54% of women were found to make actual purchases via smartphone.

"While the use of mobile devices is increasing, our survey results strongly indicate that mobile devices are currently much better for window shopping than for buying -- especially when it comes to consumer products," said Yung Trang, president, TechBargains. "Mobile shoppers are still more comfortable purchasing using their laptops, although tablets are widely used for research and shopping. This demonstrates that consumers are open to new technology, but until mobile shopping is as easy as shopping on larger devices and security concerns are addressed, they will be more reluctant to fully embrace mobile buying."

As for how retail brands are looking to connect in the New Year, Responsys believes the mobile and display spaces will be hot properties as brands begin using more geolocation targeting options. But to engage, social should be one of the best places to find and engage consumers.

Mobile, according to Berg Insights, should account for at least 15% of the global ad spend by 2016. Mobile advertisers spent $3.4 billion in 2010; by 2016 that spend could top $22 billion finds the report - that is a 37% annual growth rate.

Tags: Berg Insights, ecommerce, email marketing, m:commerce, mobile marketing, Responsys, retail advertising, TechBargains

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