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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- Industries reporting the greatest changes to date to win over the digital mobile consumer: telecommunications, retail, travel and media & entertainment
- Airlines, telecommunications and energy companies report the highest proportion of marketing, sales, and service interactions with consumers using mobile devices (as a percent of total consumer interactions)
- Energy, telecommunications and airlines are spending the most this year to win over the digital mobile consumer (from $27 million to $31 million per company)
Our 664 surveys from North America, Europe, Asia-Pacific and Latin America gave us a sufficient sample to explore 17 industries, from airlines to automotive manufacturing. The exhibit below shows the number of respondents.14
Exhibit VII-1: Q2/Global Industries: Number of Surveys Per Industry
(Combined Across Four Regions of World)
In this section of the report, we have rolled up the data by industry from across the four regions, meaning these sector findings represent the results of industries on a global basis. We will compare these 17 global industries along a number of dimensions.
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14 Note: While the number of airline respondents may appear small (7), their average revenue per airline was $6.3 billion.
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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- Latin American retailers lead the four sectors we surveyed in this region in reshaping their businesses to win over the digital mobile consumer. They have the highest percentage of consumer purchases, marketing campaigns and service transactions through the mobile channel.
- The retail sector is spending the most this year on “mobile-friendly” ways of doing business. But by 2015, their mobile investments will be overtaken by those of consumer product companies.
- The two most important success factors in creating effective mobile businesses is enabling consumers to do everything they want to do with a company through their mobile device, and getting customer-facing departments to work in unison on mobile initiatives.
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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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