According to a study by the University of Colorado Boulder on mobile content, students consumed:
Less than three paragraphs of text
Less than 30 seconds of audio
Less than one minute of video
The market has yet to perfect mobile, social and local as it pertains to the retail industry. Clearly, consumers want something that is quick, easy and intelligent. What does that mean exactly? Speaking for myself, I know that I get annoyed if I am spending more than five seconds waiting for a page to load. I will also be less inclined to use any sort of app that requires too much effort to understand how to use it or exactly what for, unless it will change my life so much so, that I can say it has made my life that much better. I hate re-submitting information that I’ve already submitted, like my credit card information. Please remember that sometimes I may not want to leave my credit card information. I also want a retail app to remember what my measurements are and which items I like, even if I’m not planning to purchase them right now. Maybe when they go on sale, you can send me a quick email to let me know that something I like is going on sale for 50% off.
Is it any wonder that retailers are struggling with the integration of mobile, social and local into their sales efforts?
One thing to remember is that social has become part of the purchase process for consumers. Toyota created an app that not only features their full lineup of cars, trucks and SUVs, it allows consumers to price compare with their competitors. Toyota’s intelligently designed mobile app is a useful tool for consumers looking for a full suite of features to aid in the purchasing process.
Understanding what the consumer wants can be as easy as thinking about what kind of digital retail experience you are looking for. Why would you use this app and not that? What makes sense to you?
