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BizReport : Mobile Marketing : May 24, 2011


Survey: Mobile shopping drives in-store purchases

When it comes to shopping, consumers are adoption mobile devices quickly. According to new data from JiWire, mobile consumers are increasingly connecting from smartphones, tablets and the like while looking for product information or checking prices. This is just another sign that retailers and brands need to be mobile as well as online.

by Kristina Knight

According to JiWire's research 79% of mobile consumers are 'comfortable' making purchases from smartphones or tables, even for products over the $1,000 threshold. Mobile shoppers are most likely to make purchases under the $1,000 threshold with about half saying they've made purchases over $100. Only 20% report making a purchase over $500 through a mobile device.

However, more important than those actually making mobile purchases is the fact that researchers believe mobile shopping is actually leading to more in-store purchasing. While many mobile shoppers logon to branded websites, many may be simply looking for product information, pricing or to check the availability. From there, they are going to brick-and-mortar stores to complete their purchases.

"What we are seeing with the evolution of mobile commerce is how the combination of mobile and location is transforming shopping behavior, enabling mobile advertising to drive in-store, brick and mortar consumer engagement," said David Staas, Senior Vice President of Marketing with JiWire. "We are seeing this trend take place across a broad range of retailers and service providers, from national brands to local mom and pop deals."

Researchers found:

• 31% of mobile shoppers research mobilly and then buy in-store
• 40% of mobile shoppers research mobilly then purchase via PC/desktop
• 20% of mobile shoppers research and then purchase via mobile

In addition to researching purchases, mobile shoppers are looking for local store locations, looking for daily deals or coupons and even sharing deal or product information with friends through email and social networks.






Tags: ecommerce, JiWire, m-commerce, mobile marketing, mobile shopping, mobile trends








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