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BizReport : Research archives : July 30, 2012

Greystripe: Mobile shoppers more valuable than in-store

While in-store shoppers are easier to 'see', when it comes to the value of shoppers new data from Greystripe indicates those unseen mobile shoppers may be more valuable to brands than those who aren't interacting through mobile. These shoppers, finds the report, are more likely to become product evangelists and are less influenced by price.

by Kristina Knight

That price sensitivity means mobile buyers may purchase a higher-price item even if a lower price tag is attached to a similar product.

"As the mobile channel has evolved and becomes more widely accessible and easier to use, shoppers who are making purchases via their devices are exhibiting behaviors that characterize them as more profitable, more influential and more likely to buy when given an interface that is easy to use," said Kurt Hawks, general manager at Greystripe. "Based on the results of this study, retailers and retail brands that are not already focusing heavily on the mobile channel would be wise to move in that direction."

Other interesting findings include:

• 49% of mobile shoppers regularly write product reviews compared to 31% of trad shoppers
• 37% of mobile shoppers visit a brand's website when seeking product information
• 54% are likely to mobile devices to get product details; 58% of trad shoppers compare prices via mobile
• Mobile shoppers are more likely to buy when the purchase process is simple

According to Greystripe 51% of mobile shoppers 'prefer buying' via app while 49% prefer making purchases through a website. App stores, by the way, make it simple for mobile consumers to find new games, movies or music; just over half (52%) of mobile respondents say they've made an entertainment type purchase through a mobile device.

Tags: Greystripe, m:commerce, mobile commerce, mobile marketing, mobile shopping trends

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