We compared our global industry sectors on the percentage of marketing, sales and service transactions with consumers using mobile devices out of total transactions:
- The percentage of total sales transactions (number, not revenue amount) that came through consumers’ mobile devices
- The percentage of marketing campaigns they designed just to be viewed on mobile devices out of total marketing campaigns
- The percentage of post-sale service interactions with consumers who inquired through mobile devices out of total service interactions
Three industries were at the top on all three measures: airlines, energy and telecommunications. (See Exhibits VII-4, 5 and 6.)
In consumer purchases, the airlines we polled estimated that 61% of consumer purchase transactions of flights are made through mobile devices, and that the number would reach 76% by 2015. Energy companies said half of all consumer purchases are made through mobile devices today, and that number would exceed 60% in three years. And telecommunications said 48% of consumer purchases were being made these days through mobile devices, and they predicted they would rise to 60% by 2015.
Industries on the low end were consumer products (14%), health care services (26%) and pharmaceuticals (26%). The low consumer products rate is no doubt a reflection of the fact that most consumers purchase their products through retailers – not direct through the consumer product manufacturer. In many regions of the world, government pays for healthcare services, as well as for pharmaceuticals. So perhaps lower mobile purchase-to-total purchase ratios should be expected in these sectors.
Exhibit VII-4: Q11+11a/Global Industries: Percent of Consumer Purchases
Made Through Digital Mobile Devices (2012 and Projected for 2015)
Who’s on top in marketing to consumers through mobile devices – at least, which industries are funneling more of their marketing campaigns through the little screens of smartphones and tablet devices? (The numbers here may bear little resemblance to data on the largest mobile advertisers. Our numbers only look at mobile marketing campaigns as a percent of total marketing campaigns.) (See Exhibit VII-5.)
The global industries with the highest proportion of mobile marketing campaigns to total marketing campaigns are (once again) airlines, telecommunications and energy companies. The ones with the lowest ratio are consumer products, industrial manufacturing, transportation services, and food and beverages.
Exhibit VII-5: Q12/Global Industries: Percent of 2012 and 2015 Marketing Campaigns
Designed Exclusively for Consumers’ Digital Mobile Devices
So which industries are consumers contacting most frequently after a purchase using mobile devices? The airlines, energy, telecommunications and government sectors (state, federal and local) report the highest percentage of service transactions (out of their total service transactions) coming from digital mobile consumers. (See Exhibit VII-6.) Airlines estimate that 56% of service transactions are with consumers who use mobile devices. They predict the percentage to reach 81% in three years. Energy and telecommunications are a distant second and third (42% and 41%), with government ranking fourth at 39% of service interactions coming through mobile devices.
Industries with the lowest mobile-initiated service interactions are consumer products, industrial manufacturing, and media and entertainment. All say that no more than 20% of their service interactions are coming from consumers using mobile devices.
Exhibit VII-6: Exhibit VII-6:Q13/Global Industries: Percent of Customer Service
Transactions (Post-Purchase) Conducted with Consumers Who Use
Digital Mobile Devices (2012 and 2015)
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Findings: Global Industries