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BizReport : Ecommerce archives : September 20, 2013

Most mobile shoppers do it from the safety of the sofa

Untethered from their PCs, consumers using smartphones and tablets to shop online now enjoy the experience almost as much as shopping in a physical store, according to new research released by retail information specialists Verdict.

by Helen Leggatt

Many thought that mobiles devices would mean consumers shopping outdoors while on the bus, standing in a queue or sitting in the park. While that's true to some extent, most consumers don't wander far from their PCs to begin online shopping on other devices.

Verdict lead analyst, Patrick O'Brien, explains that "the rapid adoption of touch screen tablets and smartphones has moved online shopping into the living room", adding that more than two-thirds of consumers now shopped from this room in the house.

Men and those between the ages of 35 and 54 already consider online shopping a more enjoyable experience than visiting a store, found Verdict. What this means for the High Street is that retailers need to up the levels of in-store engagement and enjoyment. This, says Verdict, can by done by improved customer service and events. Other ways in which retailers can up the in-store ante is to engage consumers via mobile using personalized offers, in-store aisle guides and mobile checkout or by providing in-store kiosks for inventory search or click and collect services.

But what about showrooming? Surely mobile-wielding store visitors are simply browsing in-store before making online purchases at other retailers via their device? According to O'Brien, that shoppers are doing this 'en-masse' is a myth.

Their research found that just 2% of online shoppers had purchased while at a retailer with the vast majority shopping from the safety of home (97%) and 15% at work, both places where they have access to secure and trusted networks.

Image via Shutterstock

Tags: in-store, mcommerce, mobile shopping, online shopping, retail

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