Study: Mobile key to shoppers research

More and more consumers are looking to their mobile devices to give them the skinny on new product releases. That, according to recent Salsify data; researchers found that most (77%) of shoppers are turning to mobile devices to find product information - even if they are already in a store.

by Kristina Knight

Only about one-third of those surveyed say they ask sales associates for help with product questions. Not only are shoppers turning to mobile devices to answer their product questions, most (87%) say having access to complete product content influences their purchase decisions.

"Consumers are increasingly turning to their mobile devices to answer product-related questions, like price and availability, while they shop," said Jason Purcell, CEO and co-founder of Salsify. "This year's research again demonstrates just how critical it is for every brand and retailer to have a systematized approach to maintain robust and relevant digital content to retain shopper attention and win sales."

Researchers further found:

• 50% have returned items because of incorrect/incomplete product information
• 54% of those who have returned items say they 'are less likely' to buy from that merchant again
• 70% look for at least 3 product images prior to buying

As to the demographic breakdown, Boomers and Seniors are the least likely to use mobile devices for shopping (36%). Most Millennials (84%) and Gen Xers (78%) use mobile devices when online shopping.

Tags: ecommerce, M:Commerce, mobile commerce, mobile content, mobile marketing, Salsify

1 Comment

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Audrey works at MobiCommerce

Hey Kristina, nice to read. It’s a vast opportunity for online retailers. They must write and display each and every information about their products as purchasers are taking great interest with that via mobile devices. As per the new research, such small things can make and break your business.

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