The European companies surveyed indicated they were conducting a somewhat higher percentage of their total marketing, sales and service interactions with consumers who use mobile devices. They estimated consumers would make 30% of their purchases with them through mobile devices this year (vs. 24% of total purchase transactions in North America). (See Exhibit IV-4.) And they estimated that number to be 43% by 2015, five percentage points higher than in North America.
European companies say that 28% of their marketing campaigns this year will have been designed for mobile devices, and that the number would hit 41% by 2015. They appear to be conducting a greater proportion of customer service interactions with consumers who use mobile devices than companies in North America.
Exhibit IV-4: Q11/ Europe: Measuring the Impact
of the Digital Consumer Across Industries
By industry sector, the data on percent of purchase transactions with mobile consumers shows telecommunications and energy/utility companies in the lead, and banks and automotive companies lagging (Exhibit IV-5). All sectors expect a much bigger percentage of purchases to come through mobile devices in three years.
Exhibit IV-5: Q11+11a/Europe: Percent of Consumer Purchase Transactions
Through Mobile Devices, by Industry (Today and Projected for 2015)
Looking at marketing campaigns on a European industry basis, one sector is clearly in the lead among the sectors for which we had a sufficient sample: telecommunications services. European telecommunications told us they now formulate more than half of their marketing campaigns (56%) for mobile devices, a number they estimated would reach 69% by 2015. That is understandable given that they own the channels to consumers who use their wireless services. Energy/utilities, health care services, transportation and government all said 30% of their marketing campaigns would be designed this year to be viewed just on mobile devices.
Industries that are trailing the pack are consumer products and industrial manufacturing. (See Exhibit IV-6.) Nonetheless, some consumer products companies have been highly inventive in their mobile marketing. Take Heineken N.V. In November 2011, the Amsterdam-based beer company brought to market a mobile app for the holiday season that let consumers (target segment: upscale millennials) send party invitations and custom holiday cards via email and social media. The app also enabled consumers book, track and pay for a cab ride through their mobile devices.12 “Mobile can be an incredibly powerful lever” in building Heineken’s brand, Ron Amram, the company’s senior media director of marketing, explained in a conference this June.13
Exhibit IV-6: Q12+12a/Europe: Percent of Marketing Campaigns
Designed Exclusively to be Read by Consumers Using Mobile Devices
What about customer service transactions? Here, too, telecommunications and energy/utility companies led the way. Telecommunications told us that 41% of their total consumer service interactions this year would come from consumers using their mobile devices. They projected that 59% of such interactions to be mobile-based by 2015. Energy/utility companies said 30% of customer service interactions come from a mobile device today, and that number would approach half of all service interactions (47%) by 2015. (See Exhibit IV-7.)
In contrast, few European consumers are reaching out to consumer products or industrial products manufacturers’ service departments today through a mobile device. Their inquiries represent only 12-14% of total customer service interactions.
Exhibit IV-7: Q13+13a/Europe: Percent of Customer Service Transactions (Post-Purchase) That Consumers Conduct Through Digital Mobile Devices
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