Mobile marketing analytics firm OtherLevels has released a study that looks at how the top Internet retailers are using mobile messaging.
The 2014 Retail Mobile Messaging Study examines retailers’ use of mobile messaging tools like push notifications, in-app alerts and the "rich inbox." Conducted through 2013, the study revealed that although 77 percent of the top 100 Internet retailers have a mobile app, less than two-thirds have sent push messages as part of their overall outbound messaging strategy.
"Mobile apps have long surpassed the mobile web as the primary destination on mobile devices, yet the retail sector lags behind. Apps present a range of messaging possibilities and opportunities that enable retailers to connect with their mobile audience and deliver on the value of their mobile app," said Brendan O'Kane, CEO of OtherLevels. "In order to drive specific user behaviors, retailers need to establish a steady cadence of messages through their app, leveraging a robust set of metrics to identify the right user for the right message at the right time. This is no different than what the retail sector is doing in email, web and other channels. They just need the tools to apply this same data driven approach to native mobile messaging."
OtherLevels' 2014 Retail Mobile Messaging Study also highlights many of the messaging options overlooked by retailers, with key findings such as:
- sixty-two percent of the top 100 retailers prompt mobile app users to opt into push notifications, but only 31 percent of them sent a push notification;
- only 16 percent of top 100 online retailers have a mobile app with social media integrated login capabilities;
- less than 2 percent of top 500 online retailers have a mobile app with a rich-inbox; and
- only 40 percent of the top 100 online retailers request users opt in to share the device’s GPS location.