Monday, January 31, 2011

Mobile Shopping Exploding

We all like the idea that mobile phones are beginning to develop greater capabilities. This is being seen dramatically in the use of apps and the availability of information at our fingertips, wherever we are.

A dramatic development being witnessed in the US is how smartphones are now becoming a shopping companion – both to make actual purchases and also to help us research product information, locate stores and do comparison shopping.

A report released earlier this month by Foresee Results highlights new research which shows consumers are using their mobile phones more than ever for retail purposes. The study of nearly 10,000 visitors to the biggest e-tail sites in the US (as determined by revenue) showed that:

  • 33% of respondents have used their phone to access a retailer website and an additional 26% indicated they plan to access retailer websites or mobile apps by phone in the future.
  • 11% of shoppers reported having made a purchase from their phone – compared with only 2% at the same time the previous year.
  • 56% of shoppers used their phone to compare price information, 46% to compare different products, 35% to look at product specifications and 27% to view product reviews.
  • While in a physical store, more than two-thirds (69%) of mobile shoppers used their phones to visit the store's own website, while nearly half (46%) also used their phones to access a competitor's website.
While this highlights a significant shift to mobile for shoppers, overall they still rate the satisfaction with retailer's website higher than that of their mobile sites. This is likely to be more an indication of the maturity of the internet retail sites over the mobile or app experiences.

One final statistic worth noting was that "shoppers who are highly satisfied with a mobile experience say they are 30% more likely to buy from that retailer online and 30% more likely to buy offline, as well as being far more likely to return to the main website, recommend it, and be loyal to the brand."

For more detail on the report, visit Foresee Results.

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