Today, the rapid development of the Internet has made the consumption pattern of O2O rapidly popularized.

Today, the rapid development of the Internet, O2O consumption patterns have been rapidly spread, the application of the scene has been rapidly expanding, O2O has infiltrated all aspects of our lives. In particular, the rapid development of mobile Internet, so that consumers O2O behavior habits have changed greatly, but also to O2O enterprises and businesses brought more challenges and opportunities. Ipsos recently a survey of first-line and second-tier city internet users on their O2O consumption has helped us to understand these changes.

O2O presents obvious "mobility" features

With the rapid popularization of mobile internet and smartphone, the O2O market presents obvious "mobile" characteristics. Nearly 80% (78%) of respondents said they often inquired about merchant information or products online, according to a survey recently conducted by the Ipsos for first-line and second-tier city internet users. Among respondents who often inquire about business information and product experiences online, 46% of respondents choose to use mobile devices for merchant information or product inquiries, of which the ratio of mobile phones is 39% and Tablet PCs are 7% (Figure 1).

The proportion of young people aged between 21 and 39 who use mobile devices is higher in the population of different age groups. At the age of 21? Of the 29-year-old respondents, 45% were respondents chose to use mobile devices to conduct merchant information or product inquiries (including mobile phone 39%, tablet computer 6%), which reached 47% in the 30-year-old ~39 Group (of which mobile phone 40%, Tablet PC 7%).

And for enterprises, the most important role of O2O is to enable businesses and users to establish "point to point" relationship. Mobile end, especially the mobile phone at any time, the property of the "point to point" really become possible, really realize the line and offline seamless docking. At the same time, the combination of lbs and O2O realizes the precision marketing on the consumption radius. But more importantly, the mobile end further narrowed the distance between the merchant and the consumer, the enterprise and the merchant can contact with the lower cost and win more customers, the mobile end O2O brings not only the promotion of sales, but also the establishment and maintenance of the relationship between the merchant and the consumer.

"Mobile O2O" is not only the mobile end of the merchant information, on the basis of fully understanding the feature of "mobile End", how to make full use of the advantage of "mobile end" and realize "mobile end" value maximization is worthy of every O2O enterprise and merchant to think seriously.

Online "User Word-of-mouth" platform becomes the most important traffic entry

What do consumers usually do after online inquiries? After online inquiries, read more about the merchant/merchant service Comments (52%) is the most common choice, followed by the map to find the merchant/reach the merchant's route (47%), to the merchant store for shopping (45%) and to shop to buy (45%). In addition, 35% of the respondents said they would visit the official website of the merchant or the homepage of the social media, 34% of the respondents chose to visit the business, and 27% of the respondents said they would recommend business information to their friends. (Figure 2)

It is noteworthy that reading the comments of the Merchant (52%) is the most important action after the consumer inquiries; In addition, 35% of consumers will visit the official website or social media home page, business service Word-of-mouth becomes the most critical decision basis for consumer purchase decisions. The emphasis on Word-of-mouth makes the third party user comments platform and social media homepage become one of the most important online traffic entry.

For offline businesses, in the premise of ensuring the quality of service, we need to seriously consider how to increase interaction with users, enhance the enthusiasm of users ' comments. And for the third party platform, how to gather the user "real" evaluation, the formation of user UGC good atmosphere and mechanism is to ensure the healthy development of O2O is a key.

The vast majority of consumers accept the "online prepaid" approach

Online prepaid is not only the completion of the payment itself, but also a consumption can eventually form the only sign, but also the only reliable consumer data assessment standards, is the core of O2O marketing. According to the survey, nearly 90% (88%) of respondents had experienced online prepaid and offline consumption.

From online payment/offline consumer products, restaurant consumption (70%) and entertainment consumption including cinemas, KTV, photography, etc. (65%) is the most important category of consumer goods, obviously leading in other categories, such as shopping malls coupons (34%), Beauty Salons (26%) and clothing (24%) and electronic category (22% Products。 (Figure 3)

From different income groups, all kinds of consumers for the restaurant consumption and entertainment consumption are more enthusiastic, especially the restaurant consumption, different income groups of respondents choose restaurant consumption ratio of more than 60%. and shopping malls coupons, clothing products, skin care and beauty salons and other categories, showing the higher the income, online prepaid after the line to shop consumption ratio higher trend.

Group buy consumption to "mobile end", after the transformation of group buying still play an important role

According to the Ipsos survey, more than 60% (66%) of respondents installed a group-buying app on their mobile phones, ranking first in a variety of merchant apps. Although the group has experienced a "cooling", but the consumer's enthusiasm for "group buying" is still not reduced, group purchase consumption is moving from the PC side to the mobile end. Through geographical location services, more merchants have the opportunity to contact with the nearest consumers, mobile phone users in the vicinity of the next single impulse higher, to some extent stimulated the rapid growth of specific category group buying. (Figure 4)

The current group buying is no longer just a simple form of promotion, but from the discovery to the comments to the complete closed loop CRM. At the same time, the focus of group buying sites has shifted from PC users to mobile app users, from the one or two-line city to the whole country, and has shifted from catering, hotels and movies to tourism, local life services and other categories. At the same time in the movement of the Tide shed, group buying site will be how to develop in the future of the O2O market should play what kind of role, it is worth serious thinking.