Shoppers Use Mobile for Deals and Research But Rarely to Buy
According to Marketlive’s 4th Annual “Mindset of a Multi-Channel Shopper” survey only 16% of shoppers plan to do all or most of their shopping with a mobile device. That is up 3% from last year, but given the flood of tablets and smartphones on the market, shouldn’t that number be higher?
There was a significant increase in the number of shoppers using mobile to research a purchase, 29% up from 12% in 2011.
And here’s the biggie, 43% said they were very or somewhat likely to use their mobile phones to redeem coupons in-store. That fits in with my own behavior, so I get it. Last holiday season, I used deal apps such as Entertainment.com and Shopkick and brand specific apps such as Old Navy to get the most for my money while shopping at brick and mortar stores. I bought a few things with my iPad, nothing through my iPhone and mostly through my computer. Which brings us to the good news:
Of the more than 1,000 shoppers surveyed, 33% said they will do ‘All’ or ‘Most’ of their shopping on the Internet this holiday season. That’s a significant jump from last year’s 25%.
Why are we doing more of our shopping online? Because it saves time, it’s easy to find what you’re looking for and the prices are often better than buying from a store.
More online shoppers were putting their trust in peer reviews (45% vs 34% last year) and 50% of shoppers said that being able to personalize gifts was important (versus 41% last year.)
Want to have a successful holiday season? All you need to do is help your customers find the perfect gift as quickly as possible for the best price – how simple is that?