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 Dylan Fuller, Founder Local Social Summit
What do you see as the top 3 consumer trends in 2013 that
are impacting local businesses both SMEs and national retailers?
Bill Dinan, President at Telmetrics
 – Mobile becoming first-screen media and the impacts on the consumer’s path to purchase
— Widespread use of multiple devices throughout consumer mobile purchase cycle, whether at home or out of home
— Close proximity of a business playing a major role in consumers’ buying decisions
 Faisal Laljee, Global Head of Digital Product Strategy Telefonica
The Top 3 trends in consumer behaviour that are impacting SMEs are the:
consumers are increasingly searching for businesses on the go (so internet traffic continues to shift from traditional to mobile)
use of social media is maturing as consumers figure out how to use social media for their personal needs
consumers increasingly use reviews and ratings to make their purchase decisions
Do you think consumers are using Facebook less and thus, shifting attention away from the social networking giant?
 Dennis Yu, CEO and Founder BlitzMetrics
Certainly some folks are saying anecdotally that consumers are using Facebook less, but the actual data shows growth in all demographics by age group, country, and interest. Even folks 50+ in the United States are at 45.3 million.
What’s actually happening is that people are using MORE apps. They are comfortable using specific apps for specific purposes, especially on their phones. Mobile’s share of internet usage and being ʺalways onlineʺ drive this. WIth Facebook being #1 in single sign-on, Facebook has become the data layer that connects these apps.
They are like a public utility– not as sexy anymore, but certainly ubiquitous and necessary. You’re not going to shut off your water or gas, even if your parents and neighbors are using it.
Bill Dinan, President at Telmetrics
Social networking has evolved – FaceBook is no longer the only player. Younger consumers are shifting to other platforms (where their parents are less likely to be) like Twitter, Tumblr and Instagram.
Faisal Laljee, Global Head of Digital Product Strategy Telefonica
I don’t think consumers are using Facebook less. I think they are using it more efficiently and smartly.
Is collaborative consumption (ie – the sharing economy) a long term trend of just a short term blip due to the recent economic down turn?
Dennis Yu, CEO and Founder BlitzMetrics
The sharing economy may be partially driven by economic trends. But the people who use ZipCar, AirBnb, FancyHands, and all manner of shared usage are doing it because it’s fun and because they like a side income.
The millenials and even those under 40 don’t feel they need to own a car, even though many can afford it. Demographically, they are moving to the cities and prefer public transit over owning a vehicle. Though there is a weak correlation between searches for craigslist and unemployment, this isn’t what’s driving the shared economy.
If you’ve taken the plunge to stay in an AirBnb, you’ll likely be doing it again because it’s fun to meet people. The hosts do it for similar reasons.
As for the legality of renting out your room or your car, the taxi commissions, hotels, and governing bodies will fight this. But witnessing Google’s quarter billion dollar investment in Uber last month, we think this is a strong trend to continue.
Faisal Laljee, Global Head of Digital Product Strategy Telefonica
Collaborative consumption is going to continue to grow as people start acting more sustainably and platforms that facilitate sharing behaviour continue to grow and evolve.
What does the rise of the mobile consumer mean for your business or for digital strategy in general?
Bill Dinan, President at Telmetrics
Digital strategies need to incorporate nuanced consumer mobile purchase preferences and behaviors, which often differ by category and device. Mobile consumers have an increased sense of immediacy. As such, savvy businesses are tailoring mobile-specific ad strategies to ensure critical details and engagement points for driving purchases are presented upfront to consumers, in a mobile-optimized experience.
Faisal Laljee, Global Head of Digital Product Strategy Telefonica
Any digital strategy must first start with the mobile consumer in mind. Products, sites, offers developed for mobile will win out over those that are not.
Local Social Summit Round Up
LSS has a stellar line up of industry leading experts. The programme will include a keynote and fireside chat with Foursquare’s MD of Europe Omid Ashtari. Joseph Leigh from Nokia’s map division will be talking about the future of indoor mapping. We will also have a session covering how the mobile consumer is transforming local retail, crowdfunding, local commerce app marketplaces and big data to name but a few. Be sure to book your place today so you don’t miss out on what is set to be the leading event covering Local, Social and Mobile!
EVENT: Local Social Summit
DATE: 19 November 2013
OFFER: 15% Discount
HOW: Use Code MARKETINGBLOG13
We look forward to welcoming you to Local Social Summit.
Kind regards
Nick Paul
Commercial Director, Rising Media
e: npaul@risingmedia.com |
