News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Nearly half of mobile users shop via their device
The increase in shoppers brandishing mobile devices means retailers can't afford not to have a mobile presence, finds new research by Arc Worldwide, and those that do provide mobile apps and websites must ensure they meet the high expectations of today's on-the-go consumer.
At the end of last year, research from Brand Anywhere and Luth Research found that while over half (51%) of shoppers are more likely to purchase from retailers with mobile websites, only 4.8% of retailers had one.
With the meteoric rise in smartphone ownership, those retailers risk losing mobile phone wielding customers lured to other outlets by mobile websites and apps.
Of the 1,800 U.S. mobile shoppers surveyed for the research 80% were found to be "light" mobile shoppers, who use their phones less often than the 20% of "heavy" users that many mobile apps are geared toward. As smartphone penetration increases and the mobile channel becomes more mainstream, the "light" shoppers will be the ones to nurture.
"While heavy mobile shoppers have entirely driven the growth specialized tool for shopping thus far, the growth in the future is going to come from light shoppers who have a very different outlook toward mobile today," says Arc Worldwide's research.
"Engaging them, and as a result, winning in the future, is going to require a very different approach than what may have attracted the current group of heavy mobile shoppers."
The message to marketers is to promote mobile channels as one would promote websites - on signage, in-store, in traditional media and via apps. Those that don't push mobile channels could see customers lured elsewhere.
Furthermore, mobile channels must live up to high consumer expectations. Recent research from Tealeaf revealed the vast majority of consumers (85%) believe mobile transactions should be every bit as reliable and easy as those done via computer.
"It's now absolutely critical to focus on optimizing the mobile user experience," said Mike Brown, vice president of Optimization at VEGAS.com. "To do that, one needs to really grow the realities of your mobile customer experience, as well as have the ability to test and refine it on an ongoing basis."
- Forecast: Local media revs to push $140b
- Consumers more likely to be loyal to brands with a physical presence
- Study dispels myth that 15-24 year olds are the true 'digital natives'
- Top 3 tips to better optimize branded content
- Programmatic spending skyrockets through Nexage Markeplace
- FTC's new 'merchandise rule' to come into effect before Christmas
- Brands: Why content needs better optimization
- Ad Roundup: Partnerships and acquisitions to improve platforms
Featured White Papers
- Evolving Toward the Next Phase of Email
According to most corporate decision makers and influencers, email is the single most important application they have deployed! The typical...
- 6 Ways to Boost Holiday Sales & Fuel Year-round Growth
Just as the shopping seasons guide demand in many categories, they shape the conversation around these categories as well. How...
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...