Measured by the percent of total consumer interactions that are done through consumers’ mobile devices, North American companies that we polled reported the lowest level of activity of the four regions. On average, North American consumers conducted less than a quarter (24%) of their total purchase transactions through mobile devices with the companies we surveyed. (See Exhibit III-4.)
The companies reported conducting an even smaller number of their marketing transactions (that is, marketing campaigns designed exclusively for consumer mobile devices) – about 21%. And they estimated the percentage of customer service transactions by consumers using mobile devices to be 19% of all service transactions.
Exhibit III-4: Q11/North America: Measuring the
Impact of the Digital Consumer Across Industries
Nonetheless, the North American companies predicted these percentages to increase sharply by 2015, with mobile-enabled purchase transactions rising to 38% of all consumer purchases; marketing campaigns for mobile devices constituting 37% of total campaigns; and post-sale service interactions through mobile devices comprising a third of total service interactions.
The experiences of State Farm Insurance Companies are instructive. The $63 billion (revenue) company launched its first mobile website long ago – in June 2006. Since then, the highly popular site lets consumers find an agent, call for a rate quote, an issue a claim, get help in the event of a car accident, and find a repair facility. “We want our customers to be able to interact with us in any way they choose, any time they choose,” Eli Winn, manager of enterprise Internet Solutions at the Bloomington, Ill., company, told a reporter.10
In looking at this data by North American industries, we see that sectors such as airlines and telecommunications are in the lead, reporting that they conduct the highest percentage of interactions with consumers who use mobile devices.
Exhibit III-5 shows this by consumer purchase transactions in 2012. Surprisingly, the automotive sector finished high on the list, although we imagine that respondents could have implied that “purchase” transactions included quotes.
Exhibit III-5: Q11/North America: Percent of Consumer
Purchases in 2012 Made Through Digital Mobile Devices
By 2015, our respondents in the airline and telecommunications industries foresee more than half of consumer purchases of their products/services to be conducted through mobile devices. The travel and media-related sectors also predict higher-than-average numbers here. (See Exhibit III-6.)
On the other end of the scale, the sectors predicting the lowest percentage of consumer purchase transactions through mobile devices are government, pharmaceuticals, transportation and consumer products manufacturing (food, beverages, etc.).
Exhibit III-6: Q11a/North America: Percent of Consumer Purchases
Expected by 2015 to be Made Through Digital Mobile Devices
What about the way that North American industries market their products and services? Which sectors are already designing and delivering a high percentage of marketing campaigns through mobile devices, and which sectors aren’t? And what about over the next three years?
Our data found that in 2012, telecommunications services, travel-related, airline companies and automotive manufacturers had the highest proportion of marketing campaigns designed for mobile devices (at least 27% of their total marketing campaigns). Those with the lowest percentage were pharmaceuticals, health care services, consumer products, and transportation. (See Exhibit III-7.)
Exhibit III-7: Q12/North America: Percent of Total 2012 Marketing Campaigns
Designed Exclusively for Consumers Using Digital Mobile Devices
What about by 2015? Which North American industries will be focusing significantly in marketing through mobile devices? The two industries that expect the highest percentage of total purchases – telecommunications and airlines – also expect to have the highest percentage of marketing campaigns designed for mobile devices. (See Exhibit III-8.)
In fact, the airlines and telecommunications sectors expect to devote at least 50% of their total marketing campaigns for mobile devices in three years. Travel-related, automotive and retail also expect to have a higher percentage of their marketing campaigns designed for mobile devices than the overall average in North America.
Exhibit III-8: Q12a/North America: Percent of Total Marketing Campaigns in 2015
to be Designed Exclusively for Consumers Using Digital Mobile Devices
The airlines and telecommunications sectors are also by far the two that are conducting the highest percentage of overall customer service transactions with consumers who use mobile devices. (See Exhibit III-9.) This year, the airlines we surveyed said an average 52% of their total customer service interactions would be done with consumers who use mobile devices. Telecommunications were next – although a distant No. 2 – with an average 35% of total customer service interactions conducted by consumers using mobile devices. Industries with the lowest proportion of customer service transactions conducted through mobile devices were pharmaceuticals, media and healthcare services.
Exhibit III-9: Q13/North America: Percent of 2012 Customer Service Transactions
(Post-Purchase) Conducted With Consumers Who Use Digital Mobile Devices
The predicted picture for 2015 looks quite similar for the four industries that reported the highest percentage of service transactions being mobile-initiated this year: airlines, telecommunications, automakers, and energy/utility companies. (See Exhibit III-10.) In fact, North American airlines predict consumers to initiate nearly three-quarters of their service interactions – 72.5% — through mobile devices in three years. Telecommunications predict about 53% of total service interactions. No other industry was close.
However, the banking sector predicts a doubling in the percentage of consumer service transactions through mobile devices by 2015 – from about 16% today to 33% in three years. Retailers, too, expect a spike here, from 17.5% to 32.7% of service interactions coming from mobile devices.
Exhibit III-10: Q13a/North America: Percent of Customer Service Transactions in
2015 Expected to be Conducted with Consumers Who Use Digital Mobile Devices
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10 Feb. 1, 2012 article in Mobile Marketer, “State Farm mobile site ranks top in experience,” by Lauren Johnson.
Findings: North America