The Unique Reality of the 21st Century

Shopping Experience

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of Canadian mobile phone users have

smartphones(7)  ...81%

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that their phone is at hand …and 42% say

24/7(7)  

Mobile has REMOVED BARRIERS

from shopping(9)  .

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ANY BRAND  We can now buy

ANY STORE  

from  

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we are in the world(9)  . …no matter WHERE

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Mobiles help us to Research, compare, & purchase products not just online, but also in stores(2)  . In fact, 84% of smartphone shoppers use their phones whilein a physical store(2)  .

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86% of mobile users say they use their phone to prepare for grocery

shopping(9)  .

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So what does this mean for

businesses ?

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mobile marketing isn’t an option anymore;

It presents tremendous opportunities for marketers across industries to connect with potential

customers(3)  .

It is an imperative(3)  .

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find your business online, identify promotions and product information, and adapt marketing messages to the consumer’s location to increase relevancy(3)  .  

Mobile makes it easy to…

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Marketers pay 10% - 20% more for online ads that include location

information(1)  . –Greg Stuart

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Companies benefit

from brand loyalty and the ability to

accurately target offerings and promotions, while the customer receives greater convenience,

more customization,

and a bit of magic(5)  !

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But this unique experience…

comes at the cost of PRIVACY.

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When an app requests for your location,

of the time it shares the information with an advertising network(1)  .

73%

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through low-cost transmitters that rely on Bluetooth technology,

Such as Apple’s iBeacon(4)  .

Retailers and restaurants are  

tracking shopper movements

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An IBeacon is so powerful that it…  

could realize you’re standing within inches of a given gas pump and send your phone a notification that you’re being charged with the amount you owe from filling your tank(8)  .

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22% of smartphone users say their number one concern when using apps is having their privacy breached(10)  .

42% say their chief

worry is that the apps will sap their

batteries(10)  .

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Privacy  etc  ?    

“ Online privacy is dead –Millennials understand that, older users have not

adapted. Millennials recognize that giving up some of their privacy online can provide

benefits to them(6)  ” -Jeffery Cole

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Works Cited: (1)  Dwoskin,  E.  (2015,  March  23).  Where  Were  You  3  Minutes  Ago?  Your  Apps  Know.  Retrieved  June  10,  2015,  from  Wall  Street  Journal   :  h,p://blogs.wsj.com/digits/2015/03/23/where-­‐were-­‐you-­‐3-­‐minutes-­‐ago-­‐your-­‐apps-­‐know/    (2)  Google.  (2013,  May  ).  How  Mobile  Is  Transforming  the  Shopping  Experience  in  Stores  .arBcle-­‐cover-­‐wrapper  .  Retrieved  June  10,  2015,  from  Think  with  Google  :  h,ps://www.thinkwithgoogle.com/research-­‐studies/mobile-­‐in-­‐store.html    (3)  Google.   (2013,  April   ).  Mobile   In-­‐Store  Research.   Retrieved   June  10,   2015,   from  Google:   h,ps://ssl.gsta3c.com/think/docs/mobile-­‐in-­‐store_research-­‐studies.pdf    (4)  Kaye,  K.   (2013,  Decemeber  12).   'Techno  Paranoia'  and  9  Other  Privacy  Trends  Marketers  Need   to  Watch   In  2014.  Retrieved   June  10,  2015,  from  Ad  Age  :  h,p://adage.com/ar3cle/datadriven-­‐marke3ng/10-­‐privacy-­‐trends-­‐marketers-­‐watch-­‐2014/245866/    (5)  Madden,  S.  (2014,  March  12).  Tech  That  Tracks  Your  Every  Move  Can  Be  Convenient,  Not  Creepy.  Retrieved  June  10,  2015,  from  Wired:  h,p://www.wired.com/2014/03/designers-­‐tracking-­‐tradeoffs/    (6)  Matrix,  S.  (2015,  May  ).  Digital  Literacies   .  Retrieved  June  10  ,  2015,  from  Moudle  1  :  h,ps://moodle.queensu.ca/2014-­‐15/mod/page/view.php?id=88779    (7)  Matrix,  S.  (2015,  June  ).  MobiliBes  .  Retrieved  June  10,  2015,  from  Module  3:  h,ps://moodle.queensu.ca/2014-­‐15/mod/page/view.php?id=88783    (8)  McFarland,  M.  (2014,  February  12).  The  rise  of  iBeacons,  and  fall  of  fricBon.  Retrieved  June  10,  2015,  from  The  Washington  Post  :  h,p://www.washingtonpost.com/blogs/innova3ons/wp/2014/02/12/the-­‐rise-­‐of-­‐ibeacons-­‐and-­‐fall-­‐of-­‐fric3on/?wprss=rss_technology&clsrd    (9)  Stevens,  K.  (2015,  May  8).  The  mobile  shopper.  Retrieved  June  10,  2015,  from  The  Guardian  :  h,p://www.theguardian.com/adver3sing/digital-­‐media-­‐trends-­‐mobile-­‐retail-­‐fmcg    (10)  Urbanski,   A.   (2013,   September   5).  Talking  Out   Loud  About  Mobile   Privacy.   Retrieved   June  10,   2015,   from  Direct  Marke3ng:   h,p://www.dmnews.com/privacy/talking-­‐out-­‐loud-­‐about-­‐mobile-­‐privacy/ar3cle/310457/