Connected mobile devices, such as smartphones and tablets, are now the preferred platforms for many of our internet activities. Everything from social networking to commerce, and TV-watching to personal data tracking, is now a mobile activity.
Activities that were once thought to be unsafe or not practical on a mobile, such as banking, are now everyday actions – particularly for younger consumers. Therefore, the Mobile-First trend demands that everything be optimized for the mobile-equipped consumer. Whether a marketing activity or retail and product delivery, all aspects of customer interaction must be made effortless to suit life on-the-go.
Globally, different patterns are emerging in different markets on the path to the Mobile-First consumer. In developed countries, we see a gradual shift from the use of desktops or laptops to mobile phones, now easier to use than ever. In emerging markets, smartphones were the first device for many that could connect to the internet, skipping the fixed connection stage and therefore leading to different expectations and behaviors.
We can see this difference clearly in behavior related to e-commerce, with mobile usage varying greatly between markets. In China, for example, mobile commerce is at its highest: 90 percent of consumers have used or are interested in using an app or swiping their mobile phone at checkout to pay for something, increasing to 95 percent for weekly lottery players. In the U.S., on the other hand, just 49 percent of consumers have done or are interested in this, increasing to 66 percent for weekly lottery players.
As we see from this data, lottery players are keen to use mobile devices to pay for products and services. They are also more likely than the average consumer to use game apps at least once per month on smartphones (42 percent of consumers in the U.S., increasing to 52 percent of weekly lottery players in the U.S.), showing the need for lottery games to be available on-the-go. For other activities, such as using shopping apps, messaging apps, and social networking, lottery players show a similar use of mobile devices to the average consumer.
A recent advertising campaign simply and subtly targeted the predominantly Mobile-First Millennials. In April 2017, McDonald’s released a campaign in which the brand is never mentioned, but instead actor and comedian Mindy Kaling invites consumers to Google “that place where Coke tastes so good.” This call to action is based on research that Millennials use second screens, such as smartphones, while watching TV, and assumes that they will perform a search on their secondary device. McDonald’s lists reasons why Coke from their soda fountains “tastes so good” on an FAQ page, and the campaign coincides with a $1 soft-drink promotion. At time of writing (Aug 2017), Kaling's tweets about the ad have received a combined total of over 100 retweets and 1,000 likes. One of the ad spots has received 3.7 million views on YouTube.
Lottery brands and companies are therefore invited to prepare for, and engage with, the Mobile-First consumer, especially in Asia where this trend is most advanced, but also in emerging markets where we anticipate this trend will also be high, with few investing in desktop or laptop computers and many choosing a more affordable mobile device.
Source: Foresight Factory Research | Base: 1000-2000 online respondents per country aged 16+ (China 16-64), 2016 October