Millennial Media and comScore reported that, over a three-month period, 40 percent of women and 47 percent of men used their phones in stores to find coupons or deals, while 29 percent of men and 41 percent of women used their phones to research consumer-product details.
Millennial Media and comScore reported that, over a three-month period, 40 percent of women and 47 percent of men used their phones in stores to find coupons or deals, while 29 percent of men and 41 percent of women used their phones to research consumer-product details. Google studied mobile shoppers and found that smartphones were used in the store across all categories. The benefits cited for using a smartphone while shopping included saving time, saving money and making life easier. [i]
Mobile shopper marketing tends take the form of shopping apps, scanners, and mobile websites offering functionality that ranges from paperless coupons, GPS-enabled location-based services, shopping lists, and the ability to transact payment. Based on a Nielsen and PriceGrabber study, 31 percent of consumers have downloaded a third-party shopping app, 41 percent of them have used mobile coupons at grocery stores, and 26 percent have scanned QR codes for product information. There are apps that use in-store Bluetooth sensors to track shoppers' locations within the store and send them personalized offers and recommendations. It has been reported that the mobile coupon redemption rate is 10 percent versus 1 percent for traditional coupons.[ii]
Nielsen says, as U.S. consumers continue take advantage of the convenience of anytime, anywhere browsing and shopping via their smartphones and tablets, there is a huge opportunity for retailers and brands to capture the full path-to-purchase of the online shopping experience. Mobile retail is gaining momentum, with more than four in five (87%) smartphone and tablet owners using a mobile device for shopping activities. [iii]
According to a study commissioned by Microsoft the mobile is used throughout the shopper journey – from considering what’s possible through usage. Mobile is used to search for information, deals, and choosing where to shop before buying. Mobile is being used congruently with patterns of the traditional shopping experience.
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Sources: [i] Google [ii] iMedia Connection http://www.imediaconnection.com/ [iii] Nielsen http://www.nielsen.com/
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