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BizReport : Ecommerce : July 09, 2013


Mobile shopping stationary for two-thirds of consumers

Mobile shopping has very little to do with being on the go, reveals new research from UK-based Shoppercentric, and the gap in device usage between smartphones and tablets is closing fast.

by Helen Leggatt

logo_shoppercentric_2.jpgIn February, 2012, Shoppercentric released their Multichannel report and their latest research, 'WindowOn... Multichannel: Revisited', delves into the role of smartphones and tablets in today's shopping behavior.

"Last year we looked at m-commerce whilst investigating social media and multichannel retail, but with smartphone ownership passing the 50% mark in the UK, we felt it was time to turn our attention properly to m-commerce," said Danielle Pinnington, Managing Director at Shoppercentric.

A key finding of the research is that smartphones are used to shop, not when users are on the move, and not even when they are outside their home. Two-thirds (64%) of those using smartphones to conduct any shopping activity did so primarily at home.

When not at home around a fifth use a smartphone to shop while travelling about, 9% while in-store, and 8% at work.

Shoppercentric's research also highlighted how little difference there is now, compared to 2012, in which device is used for shopping. In terms of researching potential purchases, there is now no difference in device use, and a 20 percentage point difference in device use for making purchases has plummeted to just 1 percentage point.

There is little reason for today's mobile marketers to implement an either-or mobile strategy - all device types must be catered for.

"It's important that retailers and brands give due consideration to which, where and how shoppers are using smartphones for browsing and buying. Connectivity and access to free Wi-Fi is no doubt a factor behind high usage from home or the office, but why specifically a smartphone and not a tablet or laptop?" says Danielle Pinnington, managing director at Shoppercentric.

"Well, our findings imply that it's the immediacy of a smartphone that is so attractive to shoppers since they literally have it with them at all times - always being charged and switched on. It's also great for remembering you need something and buying it wherever you are, or taking a picture to recall later - something that more mature users acknowledge is particularly useful."

Tags: consumer behavior, mcommerce, mobile shopping, multichannel, smartphone, tablet, UK










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