We asked companies in Asia-Pacific about the degree to which they were marketing, selling and serving consumers after the sale through mobile technology. In purchase transactions, the percentage was the highest of the four regions: 50% today, with expectations of reaching 61% in three years. (See Exhibit V-3.)
Exhibit V-3: Q11/Asia-Pacific: Measuring the Impact
of the Digital Consumer Across Industries
Broken down by industry, the sectors in the lead were energy/utilities, government and computer (hardware and software). The sectors that were trailing were retail, industrial manufacturing, consumer products, and banking. All of these sectors said their consumers made less than half their purchasing transactions through mobile devices in 2012. (See Exhibit V-4.)
Exhibit V-4: Q11/Asia-Pacifi c: % of Total Consumer
Purchases Through Mobile Devices (2012)
As for 2015, the same four industries with the greatest number of consumer purchases made through mobile devices in 2012 expected the percentage to climb even more. And even industrial manufacturers expect that most consumers (61%) will be purchasing their products using mobile devices in three years (Exhibit V-5).
Exhibit V-5: Q11a/Asia-Pacific: % of Total Consumer
Purchases Through Mobile Devices (Projected for 2015)
Asia-Pacific companies are also oriented toward marketing through mobile devices. Government agencies and energy/utility sectors have the highest percent of total marketing campaigns through mobile devices (65-66%), while consumer products and industrial manufacturers have the lowest (27-32%) this year. (See Exhibit V-6.)
Exhibit V-6: Q12/Asia-Pacific: % of Total Marketing Campaigns Designed
Exclusively to be Read by Consumers Using Digital Mobile Devices (2012)
By 2015, these industries expect to be conducting many more marketing campaigns through mobile devices as a percent of total marketing campaigns (Exhibit V-7). The leaders will be government, computer, and telecommunications companies. Asia-Pacific retailers and CPG companies don’t expect to shift a similar percentage of their marketing campaigns to mobile devices.
Exhibit V-7: Q12a/Asia-Pacific: % of Total Marketing Campaigns Designed
Exclusively to be Read by Consumers Using Digital Mobile Devices by 2015
A similar pattern can be seen in post-purchase customer service transactions (Exhibit V-8). The industries whose consumers use mobile devices to interact most frequently (that is, those industries with the highest percentage of service transactions that are conducted through mobile devices) are government, energy/utilities and telecommunications. Industrial manufacturers and retailers report the lowest percentage of total service transactions from consumers using mobile devices.
Exhibit V-8: Q13/Asia-Pacific: % of Total Customer Service Transactions
That Consumers Conduct Through Digital Mobile Devices (2012)
By 2015, the Asia-Pacific industrial manufacturers that we surveyed expect that to change dramatically (Exhibit V-9). By then, they predict that 60% of their service transactions will be with consumers using their mobile devices – a nearly doubling in percent of service transactions from 2012. But the region’s retailers still see the number of mobile consumers calling or clicking their mobile devices for service after the sale to remain relatively low – at least compared with other industries.
Exhibit V-9: Q13a/Asia-Pacific: % of Total Customer Service Transactions That
Consumers are Expected to Conduct Through Digital Mobile Devices by 2015
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