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BizReport : Ecommerce archives : April 22, 2013

Survey: Women still prefer shopping in store

The Internet is abuzz with the trend of shopping via mobile device, but one new report shows that most woman still prefer traditional shopping methods. According to new data out from Swirl about 53% of woman say they 'prefer' shopping in-store to shopping via smartphone.

by Kristina Knight

Researchers with the 'What Women Want When Apparel Shopping' found that most still turn to friends/family rather than mobile apps or websites to make styling decisions. In fact, only 1% of those surveyed say they 'prefer shopping via smartphone' than shopping in store.

"Women overwhelmingly prefer to shop for clothes and fashion in retail stores rather than online via their smartphones or laptops," said Hilmi Ozguc, Swirl's CEO. "That is not going to change dramatically anytime soon. Retailers have a huge opportunity to use mobile technology to influence shoppers by delivering personalized content and offers where and when they matter most - while customers are shopping in their stores."

Some interesting findings from the report:

• 22% of females turn to mobile sites/apps when a product is not available in store
• 84% say crowds and 70% say transportation/parking issues are pains when shopping in store
• 37% say they are 'more likely' to ask a friend's opinion on a product than to refer to a mobile app

While women aren't turning to smartphone shopping in droves, there are strong reasons for retailers to offer mobile apps or websites. Among them the chance to personalize offers or content for shoppers still making purchasing decisions. Smartphone screens are small and some shoppers worry about the security of mobile buying, but they do still research products online. In fact, the survey finds half of mobile consumers would 'share their location/personal information' for in store credits, flash sales or other personalized offers.

Image via Shutterstock

Tags: ecommerce trends, m:commerce trends, mobile marketing, mobile retail, shopping trends, Swirl

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