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BizReport : Ecommerce archives : July 26, 2013

Online shopping habits evolving

Price remains a key pressure point for online - and mobile - shoppers, but new data out from Harris Interactive shows how consumers have evolved in the online retail space. The big takeaways: they're more impatient with slow load times and they're more apt to buy after first showrooming.

by Kristina Knight

The new Harris Interactive report finds nearly one-third of shoppers who encounter slow load times will then go to a brick-and-mortar store to purchase the item, but perhaps of more importance is the showrooming factor. About 40% of US adults are now showrooming - looking at items in-store and then purchasing online. Other interesting findings include:

• Most US shoppers 'showroom' by visiting 3 websites to research products
• 69% say they showroom computers
• 67% say they'll first turn to a website if a mobile site has slow load times

The report underlines the importance of a mobile advertising for retailers. A new tool out from Drawbridge, which allows mobile to mobile retargeting, may help retailers better engage those users. The retargeting tool is part of the Drawbridge Cross Device Retargeting Suite. Through the tool brands can now target ads to lapsed users, to consumers who haven't finalized a purchase or to only their most loyal list members.

"Marketing efforts in mobile have been concentrated in new user acquisition, as marketers scrambled in the land grab that mobile offered as a platform. However, many marketers have already acquired millions or even tens of millions of users; they now need to turn their attention to tools and techniques that allow better engagement marketing towards this user base," said Drawbridge founder and CEO, Kamakshi Sivaramakrishnan. "Techniques for reengagement have been commonly employed in the desktop web, and have even been employed in-app; we are finding, though, that new techniques are highly effective in mobile marketing."

Early results from the new tool are positive. According to Drawbridge, brands have found a 100% Return on Ad Spend (ROAS) by targeting lapsed users (under 3 weeks) as well as a 100% ROAS for intraday targeting of active users. Ads from the suite can be served in-app or across the mobile web.

Image via Shutterstock

Tags: Drawbridge, ecommerce, ecommerce trends, Harris Interactive, m:commerce, mobile marketing

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