R A Y U B E ? L H P C O T E A P W L L R I I W E TH PAUL SKELDON Mobile Editor, InternetRetailing.net Managing Editor, Telemediaonline.co.uk Ac9ng Editor, eSeller.net Freelance tech journalist, video maker and glasses wearer
03.09.15
HOW WE SHOP HAS CHANGED
• Globally ecommerce accounts for $1.471trn in sales • That’s a pile of dollar bills 527, 108 N high • Or $2466 per digital shopper
HOW WE SHOP HAS CHANGED • Three quarters of UK shoppers shop online • They will spend £52.2bn online in 2015 • Its growing at around 16% pa • Average Brit spends £1174
HOW ART IS BOUGHT HAS CHANGED • According to Hiscox Annual Art Trade Report 2015 online art market was worth $2.64bn in 2014 • That’s up from $1.57bn in 2013 • Likely to hit $6.3bn by 2019
HOW ART IS BOUGHT HAS CHANGED • 49% of art buyers surveyed are buying online • 65% of these are repeat buyers • 48% of online buyers s9ll prefer physical spaces • 79% buy from more than one pla\orm
HOW ART IS BOUGHT HAS CHANGED • 62% buy pain9ngs • 30% of these were below £1000 • 29% bought pain9ngs from £1000 -‐ £5000 • 18% from £5000 -‐ £10,000 • 5% spend more than £50,000
HOW ART IS BOUGHT HAS CHANGED • • • •
22% bought sculpture 31% under £1000 62% £1000 -‐ £10,000 6% more than £10,000
HOW ART IS BOUGHT HAS CHANGED • 40% bought photographs under £500 • 31% spent £500 -‐ £1000 on photos • 15% spend more than £10,000 on photographic art • 46% have bought a drawing for under £1000 • 47% of drawing buyers have bought once; 41% more than once • 53% of online buyers have bought prints
WHY ART AND E-COMMERCE WORK WELL TOGETHER • 80% of online art buyers see it as easy to search • 71% see it as best way to discover new art and ar9sts • 67% see the bidding and buying process as simple • 66% see online as offering much wider choice • 45% believe it is less in9mida9ng online
BUT ONLINE IS MORE THAN JUST PCS • 33% of online sales in 2015 will be on mobile • Mobile will hit “at least” 44% by 2019 • “digital shopping and buying long ago entered the mainstream for most UK consumers, and buying via mobile is just the next step” • “device-‐agnos9c buying, thanks to users’ familiarity with these various device types, is becoming the norm”
BUT ONLINE IS MORE THAN JUST PCS • Average consumer across 17 countries including Australia, China, India, Japan, the UK and the USA • Typical shopper uses 5 devices in shopping journey… • … up from 2.8 in 2014
03.09.15
E-COMMERCE IS MOBILE • More than 50% of shoppers use mobile during their shopping ‘journey’ • M-‐commerce is already worth £18bn • By 2019 it will be worth £53bn in the UK alone • M-‐commerce is shopping on steroids…
MOBILE BRINGS SO MUCH MORE • M-‐commerce is more than just shopping on a phone mobile is also good at: • engagement • payments • re-‐engagement • social • loca9on • context • interac9on
MOBILE IS SO MUCH MORE THAN A PHONE
ENGAGEMENT • 75% of customer use 4 channels to interact with a retailer: website, social media, email and either app or SMS up to the point of purchase • 10% of people spend more if contacted by retailer via mobile • 50% of consumers act on a voucher
ENGAGEMENT • SMS and email are key engagement channels • 53% want retailers to use SMS for telling them 9mely things • 85% priori9es unopened text over email • 59% want to receive promos by email • BUT 43% are unwilling to share their mobile number
PAYMENTS • 92% of UK mobile users will make a mobile payment in 2015 • Apple Pay has garnered a lot of publicity • And seems to be driving contactless payments – MasterCard has seen 560% increase in contactless transac9ons in a year – BarclayCard has seen it triple in a year • Many other ways to pay…
SOCIAL • 29% of the world’s popula9on uses social media • 1.65bn people predominantly engage with social media on mobile • Facebook dominates – with more than 1bn users • And social is important to art buyers…
SOCIAL • • • • •
52% of online art buyers use Facebook 34% Instagram 27% LinkedIn 26% Twijer 41% of online art buyers found online buying pla\orms via social media
SOCIAL • LEARN Its where people learn about new ar9st, new sites, new ways to buy • CONNECT Its where people follow and connect with new talent, dealers and other buyers • CONFIRM Social also provides and unofficial dose of peer confirma9on about buying decisions • INFLUENCE Its where buyers can influence (and be influenced)
MOBILE MAKES THIS HAPPEN • It is instant • It is always on • It has camera/video/sharing capabili9es • It can then lead to actual purchases • It offers a virtuous circle….
A VIRTUOUS CIRCLE OF MOBILE Marke9ng
Purchase
Engagement
Browsing
Social/ sharing
T R A Y U B E L P ? O H E C P T L A L I W W R I – E O H S T H T I W
03.09.15
WEARABLES
• 65% of consumers TODAY want wearables to influence their experience of retailing • 27% want one-‐click payment with wearables • 17% of consumers have some sort of wearable tech • 34% of those that have a smartwatch already shop on it • And all the benefits of mobile can be translated on to wearables…
THE FUTURE • Art will be bought through all channels – though perhaps not actually on a watch… • Online and mobile will be increasingly used to engage art buyers and drive sales through all channels • Social on mobile will play an increasing role in art buying • Remember this is the future…
THE FUTURE
THANK YOU
PAUL SKELDON @etail_paul @telemediaTweets @MrSkeldon 03.09.15