Author: James Mew, E-Commerce Lead
Any marketer worth their salt will tell you that collecting all the available data you have is the first step in a successful marketing strategy to understand your customer, who they are and what are their needs. The best ones will tell you that to be exceptional you should discover your customer’s problems and pain points, then seek out innovative ways to solve those problems through your products or services.
First-party data is a vital business asset, and you might not even be aware of how much you already have of it. The average e-commerce company will generate millions of data points each month.
At Wear Your Brand we are driven by data and are constantly peeling back the layers and learning more about our end users. Our users and customers are the couriers who buy food delivery bags in order to become a driver for our clients such as Uber Eats and Bolt Food.
So let’s dive into the numbers, and see what our couriers are packing in their pockets when it comes to mobile tech.
📊 Report Data
For the purposes of this report, we analyzed a sampling of ~200k website sessions during the first quarter of 2023. The sessions are spread over 12 European countries as well as South Africa.
- Sessions: 212,000
- Date Range: January - March 2023
- Devices: Mobile only
- South Africa
- United Kingdom
Once all the data was collected it was time to spin up a Looker studio dashboard to make sense of the data and create the charts needed.
⚡ Most Popular Device Brand
The chart below lists the most popular device brands for each of the 13 countries in the analysis. Apple #iPhone is leading the charge with some interesting outliers like OPPO being seen in Ireland and Switzerland.
🤔 So what does a smartphone used by food couriers actually cost these days?
Below is a table of the top smartphone brands used by our couriers as well as the average price (in Euros) for a new entry-level model. Prices are dated around early 2022.
Brand vs. Average Price (in Euros)
- Apple: €400-500 (e.g. iPhone SE, XR)
- OnePlus: €200-300
- Samsung Mobile: €150-200
- Xiaomi Technology: €100-150
- OPPO: €150-200
- Huawei: €100-150
- vivo: €150-200
What is interesting to see from the chart is that couriers seem to be happy “investing” more in their mobile devices to have something far more premium. 🤑
However, when it came to buying their delivery bags, "the price" was a major factor. This was based on a survey we conducted in 2022 where it was revealed that 62% of the respondents were price-sensitive when it came to buying their delivery bags and indicated €20-30 as the desired price including the bag, delivery, and taxes. This price range was also the lowest option we presented in the survey.
So now we know the smartphone brands they love and use every day to get our hot meals and groceries delivered to our doors.
But, let's dive a little deeper...
⭐ Most Popular Model, OS, Browser & Screen resolution
From the chart below we can see that iPhone (model unknown due to Apple's privacy settings), Samsung's Galaxy A3 and Huawei's P30 Lite were the most popular models recorded.
From the insight revealed in this analysis, we will channel this into our development processes and use the data to continually improve our #UX across all user touchpoints, marketing, customer service as well as tailor our eshops and front-end technology to favour these popular brand choices and screen sizes used by our couriers.