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BizReport : Mobile Marketing : November 07, 2013


Report: Top use for smartphones is shopping, not talking

Forget reaching out to someone you love. According to new data out from Usablenet most smartphone owners are reaching out to shop, not chat. The new report shows that three-quarters (79%) of US shoppers and two-thirds (64%) of UK shoppers use smartphones for browsing/shopping via both websites and apps.

by Kristina Knight

Some interesting findings from the Mobile Technology In-Store report include:

• 70% of US shoppers have their mobile phone while shopping in-store
• 30% of US shoppers use those mobiles to get a better in-store experience
• 77% of US shoppers prefer browsing via smartphone but buy using a tablet or computer
• Most (78%) of US shoppers do not bring tablets into stores with them

Results were similar for shoppers - and retailers in the UK. Researchers found 60% have their mobiles in-store and 40% are using the devices to aid shopping decisions.

"Shoppers use their smartphones for store information...coupons and deals, price comparisons, product features and product availability," write the researchers. "It is indisputable that an important opportunity exists for retailers to begin to integrate mobile into the in-store experience - or to significantly improve their efforts - thereby closing the multichannel loop and achieving the highest quality experience in both customer service and customer self-service."

To better appeal to these mobile shoppers, the report suggests retailers:

• Focus efforts on what customers need and how they want to get the item
• Making it simple to buy online - or in-store - by expediating check-outs and making it simple to find learn product availability
• Embrace multi-channel options and ensuring staff is up to speed on mobile devices

The full report can be downloaded here.






Image via Shutterstock

Tags: mobile commerce, mobile marketing, mobile trends, mobile use trends, Usablenet








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