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BizReport : Mobile Marketing : January 12, 2010

Over half of holiday shoppers turned to mobiles to aid purchase decisions

A survey of holiday shoppers across 11 countries has revealed that over half used their mobile phones to search for information to help make a purchase decision, according to a new study by Motorola.

by Helen Leggatt

motorola logo image.jpgThe new study revealed that over half (51%) of holiday shoppers across the globe used their mobile devices to look up price comparison data, product information, grab discounts or even read reviews.

GenY turned to their mobile devices in larger numbers. Sixty-four percent of those aged 18-34 used mobile phones as part of their in-store shopping experience.

"By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers," said Frank Riso, senior director of retail solutions, Motorola Enterprise Mobility Solutions. "Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive."

In addition, the survey of over 4,300 holiday shoppers found that arming in-store staff with mobile in-store retail technologies, such as two-way radios and handheld mobile computers, helped provide a better customer experience according to 59% and 56% of respondents.

Motorola's sample group included shoppers in Brazil, Canada, China, France, Germany, India, Italy, Mexico, Spain, the U.K., and the U.S. and was conducted between 25 November and 20 December 20 2009.

Tags: comparison shopping, holiday shoppers, in-store, mobile marketing, mobile phone

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