In what’s becoming an annual event, we recently completed the second edition of Effective Mobile Engagement, a report based on a comprehensive survey of more than 5,000 respondents from around the world. Last year, in our inaugural report, we found that mobile engagement – customers communicating with companies via their mobile devices – was happening more often than we had anticipated. We were pretty confident that the survey would find that mobile engagement was continuing to grow. (It did.) But we also wanted to explore how and where it where it was growing.
One way we did this was by asking respondents about eight different scenarios, both support and mCommerce. Across the boards, they indicated that they were using their mobile devices more frequently than they had when compared to the year before. Growth was significant for each scenario, especially so when it came to product research and actual product purchase. It’s also important to call out that these numbers represent respondents who use mobile engagement often or all the time, not just on occasion. Companies need to note that, with results like these, it’s pretty clear that customers are increasingly looking to communicate with them through their mobile devices.
We also wanted to see just where mobile engagement was occurring. Across our five geographies – USA, European Union, Latin America, Canada, Australia/New Zealand – each of the mobile engagement scenarios experienced growth. One interesting finding: mobile engagement is not as widespread in Canada and Australia/New Zealand as it is elsewhere.
The survey also continues to show that, whether for support or shopping, those engaging via mobile device tap a variety of channels. While phone and e-mail continue to dominate, other channels are also used. Of these – live chat, text messaging, social media, and video chat – live chat is the most popular for both support and mCommerce. Video chat was a new channel added to this year’s survey. While its usage is not yet that high (6%), this will be an interesting on to keep an eye on.
We’ll be exploring some of the other key survey findings – just what mobile engagement is worth, the role of the Internet of Things, smartphone vs. tablet, how satisfied customers are with mobile engagement – in upcoming posts. If you’d like to see the entire Effective Mobile Engagement 2015 report, download it here.