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BizReport : Mobile Marketing : February 05, 2009

Foresee Results: Shopping in-store with mobiles 'next big thing'

New research from ForeSee Results has revealed that in-store shoppers who use their mobile phone as part of their shopping experience are 6% more likely to buy something in the store.

by Helen Leggatt

foresee logo.jpgMobile phones are playing an increasingly important role in consumers' purchase decision making process. ForeSee's report, "Mobile Apps: The Next Big Thing", found that almost a third (29%) of shoppers with mobile phones have used them while shopping to obtain an opinion or price check an item.

However, consumers weren't making use of retailer mobile apps. Instead, around three-quarters (72%) said they call someone, presumably a friend or relative, about a purchase and 40% send a picture of a potential purchase.

Even less use the mobile Internet to check prices (24%) or check product reviews (15%).

ForeSee expects the use of mobile phones in-store to grow significantly over the coming year, as will smartphone use, and encourages retailers to look at opportunities to enhance in-store mobile shopping experiences. The key is to bridge the gap between on- and offline research.

Many consumers remain unaware of mobile apps that can aid them in their in-store research, although popular third-party comparison sites such as Kelkoo and Reevoo now have mobile sites. But when consumers are literally standing in front of a product, retailers need to capture the moment, perhaps by providing review services via barcode scanning (a la MobileVoice), or signage that provides mobile users with instructions on where and how to find specs and ratings.

"It will be a while before we see huge penetration of cell phones being used as part of the in-store experience, but I expect it to double next year and continue growing from there," said report author and President/CEO of ForeSee Results, Larry Freed.

Tags: comparison sites, in-store shoppers, Kelkoo, mobile apps, mobile phone, MobileVoice, product reviews, ratings, Reevoo, retail stores

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