If 2015 was the year of mobile and video, what will 2016 hold? Now that most social platforms and many of the companies doing business on them are thinking mobile-first, let’s take a look at what this year has in store.
Catering to mobile shoppers
Moovweb notes that brands are realizing that more and more customers have more than one device — and that they need to engage with them appropriately. The company wrote in a recent report that roughly 2/3 of Americans own at least two digital devices, and more than 1/3 of people own a desktop computer, smartphone and a tablet or laptop.
Mobile web will outpace mobile apps
As users increasingly download apps for fun or social uses (thanks, Facebook), real estate on the phone is becoming harder to come by. People aren’t shy about deleting apps they don’t use regularly, so asking users to download your company’s app is kind of a big deal.
That’s why 2016 will see a bigger emphasis placed on a mobile website, Moovweb notes:
It’s not surprising therefore that Forrester’s “The State of Retailing Online 2015” report found that 56% of retailers said mobile apps would not play a major part in their mobile strategy.
To be clear: apps can certainly play a key role in retailers’ mobile strategies, particularly for their most loyal customers.
And thanks to deep linking and Google App Indexing surfacing relevant app content in mobile search, traffic to apps will surely increase in 2016. In fact, already 40% of Android searches turn up app-indexed results.
But given its clear leadership over retail apps today, the mobile web will no doubt continue to eclipse apps as the biggest revenue driver for retailers in the coming year.
Can mobile wallets become convenient enough?
Despite the ads touting Apple Pay or Google Wallet, adoption of mobile wallets hasn’t really been what the industry hoped. Moovweb found that only about 1 percent of U.S. transactions take place via a mobile wallet.
While PayPal has been the dominant player in this market, both Apple and Samsung are looking up to Starbucks.
As retailer adoption grows, Moovweb thinks that more companies will tie loyalty programs into mobile payment systems — something that Starbucks does very well:
The challenge is mobile wallets do not offer enough incremental convenience to shift user behavior – at least not in the next year.
A far more significant shift for mobile payments in retail in 2016 is being driven by retailers themselves: mobile payments via retailers’ apps. Starbucks already drives 16% of its total transactions from payments via its mobile app.
The success of retailers’ mobile payments, and where they can succeed where mobile wallets have struggled, will lie in the connection with their customers via loyalty rewards tied into their payment apps.
The Starbucks app, for example, will automatically let you know how many times you’ve visited a Starbucks for coffee and when you’re due for a free cup.
Want to know which other mobile commerce trends will dominate this year? Check out the full report here.
Photo via VisualHunt.com