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Fast foodm-commerce
1
What are consumers doing & what do they want from
mobile gambling?- Identifying & jumping the fences
to customer delight
Scott DodgsonDirector - Research, Insight, Consulting
Paula JusonHead of Gaming
SKOPOS market insight - Europe (London)
SKOPOS MTrackTM
UK Active Digital Society
Meet the jockeysPaulaScott
Gambling & Gaming
Digital& Mobile
Insight & Illumination
Full serviceBespoke/custom/ad hocTracking & Syndication
UK & InternationalCustomer Insight & UX
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SKOPOS In a nutshell …
Fast foodm-commerce
4
What are consumers doing & what do they want from
mobile gambling?- Identifying & jumping the fences
to customer delight
Scott DodgsonDirector - Research, Insight, Consulting
Paula JusonHead of Gambling
SKOPOS market insight - Europe (London)
SKOPOS MTrackTM
UK Active Digital Society
5
So, what do consumers actually want from mGambling?
Ultimately, it is about delivering a 1st class customer experience
(a fast, efficient & effective service that is available on the go)
In this respect, mobile is no different to any other servicing & acquisition channel
The parade ring- prologue
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Prologue: Me, myself and iPhone…
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A profile of UK mGamblers from MTrack™
SKOPOS MTrackTM
UK Active Digital Society
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UK mGambling Acceptance, Feb 201273% Reject mGambling 27% Accept mGambling
12% Active mGamblers (gamble by mobile now)
was
24%June 2011
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 dataQ16. Thinking about your mobile phone(s) and/or mobile device(s) which of the following do you do… (gamble/bet/lottery/bingo)
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Dec 10 Feb 12
Currently mGamble
8%9%
mGambling ever increasingly accepted/likely...
12%
June 11
Currently don’t, but would mGamble in future
11%
15% 15%
Dec 10 Feb 12June 11
SKOPOS MTrackTM
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondentsQ16. Thinking about your mobile phone(s) and/or mobile device(s) which of the following do you do… (gamble/bet/lottery/bingo)
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Male 48%, Female 52%
Gender
16-25: 14%, 26-40: 34%, 41-60: 45%, 61+7%
Under £10k: 10%, £10-£20K: 22%, £21-£40K: 31%, £41-£60K:17%, £61-£80K: 7%,
£81-£100K: 1%, Over £100K: 2%, Prefer not to say: 10%
Full time 35%, Part time 18%, unemployed 11%, Retired 6%, Other 30%
Age
Household Income
Employment Status
UK Active Digital Society
mGamblers more likely to be youngeremployed males
SKOPOS MTrackTM
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents
16-2519%
26-40 44%
Male69%
£21-£40K42%
Full time53%
mGamblerswas71%male
June 2011
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mGamblers love being connected…
Online
mGamblers UK active digital society
Online via mobile
38%
28%
7+ hours per week
44%
40%
20+ hours per week
Use favourite social network on mobile
78%
50%
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents
SKOPOS MTrackTM
Average number
of apps on mobile
SKOPOS MTrackTM
SKOPOS MTrack - Base: 378 respondents (web enabled phone users) - wave 4 dataQ17. Approximately how many apps do you have on your mobile?
mGamblers more apptive…
20Web enabled phone users
Average number
of apps on mobile
23mGamblers
13
14
News Shopping Sports
mGamblers also love mobile content…
53%
56%
47%
Active mGamblers UK active digital society40%
31%
27%
The content you like to access via mobile...
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 dataQ20. What types of information or content do you like to read or access via your mobile?
SKOPOS MTrackTM
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SKOPOS Relativity Index™mGamblers
Relatively more…
MaleYoungerEmployed (paid work)With kids at homeHigher income
Into Mobile/Media/M-Web/Social/mCommerce
iPhone/tech usersGamersDownloaders
Acceptors/Innovators/LeadersResponders/Communicators
Rejectors
Relatively more…
FemaleOlderAt home/unemployedEmpty nestersLower income
Into traditional media/channels
Low techNon-GamersNon-Downloaders
Resistors/RejectorsNon-responders/Non-communicators
SKOPOS MTrackTM
SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents
They’re off- mGambling drivers & advantages
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Why the shift in user behaviour?1. Mobile addiction
2. Smartphone & true mobile web
3. Easy, instant, on the go access4. Useful apps & functions
This is ingraining new sets of daily behaviours & tasks
Availability
Usability
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Advantages of transactions on Mobile Phones/Devices...
“Can do it whilst out and about.”
“Can do wherever...compare the best deals.”
“Its quick and I can do it in my own time.”
“No need to carry cash or (debit/credit) cards.”
I can do it in my own time 52%
On the go 65%Convenient 62%
No need for cash 34%
It’s easy to do 46%Quick 45%
SKOPOS MTrackTM
SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 dataQ18. What do you consider to be the advantages of using your mobile/mobile device for transaction activity?
The fences- mGambling barriers
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Currently a Fuzzy Mobile User Experience for mGamblers...
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Mobile: currently the worst channel for customer experience
Purchase channelquality of the customer experience
• As m-commerce grows, so does the importance of the user experience
• Only 9% stated that the m-commerce customer experience was good
• 83% of m-transactors encountered some kind of problem
• The mobile checkout/transaction interface needs to be made as easy as possible
Reducing Customer Struggle Report- June 2011
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Lack/loss connectivity 46%Small screen 63%
“It’s not always easy to navigate around sites if not set-up for mobile
use.”
“It makes everything very impersonal.”
“You can’t really see what you’re doing.”
Time, it takes longer 28%Security 44%
Difficult to navigate sites/apps 33%
SKOPOS MTrack - Base: 327 respondents (those that had shopped/bought/paid via their mobile) - wave 4 dataQ19. What do you consider to be the disadvantages of using your mobile/mobile device for transaction activity?
Disadvantages of transactionson Mobile Phones/Devices...
SKOPOS MTrackTM
Simply Security (perceptions) & Usability
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Tablet 10%
Desktop Computer 63%
Connected TV 3% Games device 2%
Laptop 60%
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 dataQ45. Thinking about online payments/shopping, which of the following devices do you believe to be the most secure?
SKOPOS MTrackTM
Mobile devices seen as less secure…
11%Mobile / Smartphone
mGambling Customer
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Last mGambling experience
“Brief visit to site just to use up outstanding balance. Easy to place bet. Clear and user friendly site.”
Paddy Power
“Simple to use website to place my weekend football bet on.”Bet365
“I used the national lottery app to check my numbers to see if I‘d won.”
The National Lottery
“I put some money on a football game, I was in a pub, I won.” Ladbrokes
“Putting on a bet can be quite slow and frustrating.”William Hill
“Slow, I found it annoying that it didn't recognise the fact I was using my mobile and the site kept asking if I was in the UK!”
The National Lottery
“I was sent an offer from Betfred of a bet of the day I had to follow the link on my phone and could then place a bet, but it
was incredibly slow.”Betfred
SKOPOS MTrackTM
SKOPOS MTrack - Base: 64 respondents (those that had gambled/bet via their mobile) - wave 4 dataQ40a / b / c. Overall, how would you rate your last mobile gambling / betting experience? Please describe it.
The mGambling customer experience still has considerable scope for optimisation
45%Not
good
55%Good
25
App Visibility/Access can be a problem…iPhone apps’ - searching
26
& App Accessibility can be an issue…
• Can’t find my location • Can’t access abroad =
27
QR codes often disappoint…
Obtained QR codes from...
Magazines: 41%Newspaper: 26%
Other: 43% TV: 11%
Experience using QR Codes
24% Poor Good 28%48%
Reasons for not using QR or 2D Bar-Codes… • Phone has no capability 39%• Don’t know how to 30%• No interest 15%• Have not seen any before 8%
SKOPOS MTrackTM
SKOPOS MTrack - Base: 46 respondents (All that had used a QR code) - wave 3 data / 259 respondents (non QR code users)Q21e. How would you rate your experience of using QR/2D barcodes on your mobile?Q21c. Why have you not used a QR/2D barcode on your mobile?
Future opportunities
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15%
15%
14%
14%
14%
13% Betfair7% Coral4% Gala4% Mecca
SKOPOS MTrackTMLow levels of gaming/gambling brand association with the mobile channel
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 dataQ21d. Which, if any, of the following gaming/gambling companies do you most associate with the mobile and mobile devices/channels?
No Gaming/Gambling
Brands55%
Easy log-in
30
Increased mobile security
Simple to use app/website
37%
34%
16%
Advertising / promotions
None of these 47%
SKOPOS MTrackTM
Key mGambling Usage Drivers
SKOPOS MTrack - Base: 76 respondents (all that would consider mobile gambling/betting in future) - wave 4 dataQ41. What, if anything, would encourage you to start gambling / betting on your mobile phone?
1/. Confidence
Larger screen on mobile 17%
Reassurance from company 20%
2/. Usability
All that would considermGambling in future
(but not currently doing)
11%
31SKOPOS MTrack - Base: 521 respondents (mobile users) - wave 4 data; Other waves 500+ respondents
mGamblers more aware (& like?) new ideas… SKOPOS MTrackTM
mGamblers
UK active digital society
Heard of augmented reality
28%
16%
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Optimising Mobile for Gambling Brands…
Boost Awareness:
- Prompt/promote once relationship is
established
Exploit Advantages:
- Access to elite (new) gamblers
- In-play- On-move
- Multi-screen- New devices/tech
Improve Perceptions:
- Security- Experience
Improve Usability/
Experience:- Reliable
connection/service- Gameplay/usability
Easy Access/Entry:
- -Simple access/start- Simple games- Lottery games
- Grand National app?
Multi-channel:- Mweb , Apps & Txt- Online & offline if poss
Link with Social,
Gaming, Media, etc.
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...and a further 11% would use their tablets to gamble in future
Tablet gambling, an opportunity
35%Tablet
gamblers
SKOPOS MTrackTM
SKOPOS MTrack - Base: 75 respondents (tablet owners) - wave 4 dataQ27. Thinking about your tablet which of the following do you do… (gamble/bet/lottery/bingo)
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sCommerce will become mainstream - along with sGambling?
“If I had to guess social commerce
is the next area toreally blow up”
Mark Zuckerberg, August 23rd 2010
The photo finish- What mGamblers want,
our main mobile messages...
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SKOPOS guidance for an optimised mobile customer experience
SKOPOS MTrackTM
“I want to be able to point my mobile at an advert which then takes you to the offer/website.”
“I want an app that will give me the best odds and makes me aware of
deals / offers that are running.”
Improve awarenessAccess/Visibility/Education
Mobile has momentum and cannot be ignored as part of a multi-channel customer journey
“Make payment secure, and convince me that it is.”
“You hear all these horror stories of accounts being hacked into, or
worse, companies losing your bank details!!!”
Improve security, reassurance, confidence
“I want quicker loading times and fewer links.”
“Was very slow.”
“Took too long to fill out the online form. Too small on my mobile.”
Improve usability
Epilogue
38SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)Q. O/S and Device code auto-captured.
SKOPOS MTrackTM
7% completed this survey via a mobile device
Mobile (5%)/Tablet (2%)
PC/Mac
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