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Shoppers Using (and Loving) Mobile for In-store Buying


Though few consumers actually make purchases using mobile devices, smartphones are playing an increasingly important role in shoppers' buying decisions, particularly when they are visiting physical stores, according to a new study by ForeSee Results.

During the 2010 holiday season, mobile use among US shoppers skyrocketed, the study found:

  • 11% of shoppers made a purchase using their smartphone, up from the 2% who did so a year earlier.
  • 30% of shoppers used the mobile Web to research products, pricing, and find store locations, up from 11% during the 2009 holiday season.

Some 15% of shoppers used their smartphone to compare products or prices while shopping in a store during the 2010 holiday season, compared with 3% during the 2009 holiday season, ForeSee said.

Below, others findings from the ForeSee Results Report on Mobile Shopping (2010 US Edition).

Mobile Use Among Shopper Likely to Increase More

Shoppers are using mobile phones to access retail information more than ever: 33% of consumers have used their phone to access a retailer website or mobile app (vs. 24% in 2009), and an additional 26% plan to do so in the future.

Shoppers use their smartphones for a variety of shopping-related tasks, citing the following:

  • Comparing price information: 56%
  • Comparing different products: 46%
  • Looking up product specifications: 35%
  • Viewing product reviews: 27%

While in physical stores during the 2010 holiday season, more than two-thirds of shoppers (69%) used their phones to visit the store's own website, and nearly one-half (46%) used their phones to access a competitor's website, up from the 25% who did so a year earlier.

Nearly one in five shoppers (19%) say they accessed a store's mobile app while visiting that store, up from the 4% who did so a year earlier.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Satisfaction With Mobile High

Good experiences with mobile sites and apps are driving cross-channel impact. Shoppers who are highly satisfied with a mobile experience—those who rate customer satisfaction levels at 80 or higher (out of 100)—say they are 30% more likely to buy from that retailer online and 30% more likely to buy offline, as well as 26% more likely to return to the main website, recommend it (35%), and purchase from the brand next time (33%).

About the study: ForeSee Results surveyed 10,000 visitors to top e-retailer sites (per Internet Retailer's 2010 Top 500 Guide) from Nov. 29 to Dec. 15, 2010. The E-tail Satisfaction Indices are based on methodology of the American Customer Satisfaction Index (ACSI).

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  • by Kevin Thu Jan 13, 2011 via web

    While directionally this survey might be interesting, on an absolute basis the data is unusable (not that that will stop anyone - i'm sure it's been retweeted a million times already...).

    The survey base is people who've already found their way to an e-tail site -so it is not all shoppers. In Foresee's own press release it goes back and forth between calling the base "web shoppers' and "all shoppers" and "smartphone shoppers." It's none of the above, really.

    For example, isn't it just a little hard to believe that 33% of ALL shoppers used a smartphone in some way to "shop", when the US is barely at 40% penetration of smartphones to begin with?


  • by Molly at Volusion Thu Jan 13, 2011 via web

    Thanks for this information! I agree that mobile use among shoppers will continue to increase this next year.

    Here’s some data to summarize mobile’s impact on ecommerce in 2010:

    **27% of all consumers used their mobile devices to browse and research products at least four times over a 12 month period. For the 18-34 age group, this figure is 41%. (ATG)
    **19% of US smartphone users have purchased music on their phones, 14% have bought books, DVDs or games, while 12% have purchased movie tickets. (Compete)
    **74% of online retailers either have in place or are developing an m-commerce strategic plan, while 20% have fully implemented their plans. (Forrester)
    **Revenues from shopping via wireless devices will reach $3.4bn in 2010, measured against $396.3m in 2008 and $1.4bn in 2009. (ABI Research)

    Mobile matured in 2010, but expect it to really shine once advertisers and ecommerce sites ramp up their marketing efforts in the coming year.

    Here are a few other trends from 2010 from the Volusion blog that might be useful for those interested in ecommerce.

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