Latin American organizations told us that a high proportion of their total interactions with consumers were happening via mobile devices today: 43% of all consumer purchases, 43% of marketing campaigns; and 42% of service transactions. (See Exhibit VI-4.)
Exhibit VI-4: Q11/Latin America: Measuring the
Impact of the Digital Consumer Across Industries
These companies envision that such consumer transactions will only increase over the next three years, estimating them to constitute 58-59% of marketing, sales and service transactions. Of course, this is only their guess. Nonetheless, it is a directional statement that suggests these companies are looking for ways to improve the ways they do business with consumers who use mobile devices.
When looking at the average percentages of purchase, marketing and service transactions through the mobile channel in the four Latin American industries we mentioned earlier, the retail sector emerges as the friendliest to date for mobile consumers. (See Exhibit VI-5.) The Latin American retailers surveyed said 59% of payment transactions were done through a mobile device. Banks estimated their number at 51% — both far above the average (43%) for all 90 companies (which included other industries besides the four we report on).
Exhibit VI-5: Q11/Latin America: % of Total Consumer
Purchases Through Mobile Devices (2012)
When asked to estimate the percentage of consumer payment transactions by 2015, all four industries believed it would grow considerably. Retailers expect more than three-quarters of mobile payment transactions to be done through mobile devices then (76%), and for banks the number was 68%. (See Exhibit VI-6.)
Exhibit VI-6: Q11a/Latin America: % of Total Consumer
Purchases Through Mobile Devices Expected by 2015
Retailers also are leading the way in the percentage of total marketing campaigns they’re designing for mobile devices. They estimate that they will design 62% of their marketing campaigns this year just for mobile devices – more than double the percentage of consumer product companies (26%). And retailers project that 81% of their marketing campaigns will be geared for mobile devices in three years. (See Exhibits VI-7 and VI-8.)
Exhibit VI-7: Q12/Latin America: % of Total Marketing Campaigns Designed
Exclusively to be Read by Consumers Using Digital Mobile Devices
Exhibit VI-8: Q12a/Latin America: % of Total Marketing Campaigns to be Designed Exclusively to be Read by Consumers Using Digital Mobile Devices by 2015
Retailers also are leading the way in responding to consumers who use mobile devices in their post-sale service interactions. Retailers said 63% of such service interactions are with consumers using mobile devices – far above the cross-industry average of 42% today. (See Exhibits VI-9 and VI-10.) All sectors see consumers making an increasing percentage of their post-sale service interactions through mobile devices by 2015.
Exhibit VI-9: Q13/Latin America: % of Total Customer Service
Transactions Conducted by Consumers Using Digital Mobile Devices (2012)
Exhibit VI-10: Q13a/Latin America: % of Total Customer Service Transactions Predicted to be Conducted by Consumers Using Digital Mobile Devices (by 2015)
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Findings: Latin America