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62% of Shoppers Use a Mobile Device in Stores to Check Prices

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The majority of shoppers (62%) use use a mobile device at a brand’s physical location to compare products and prices, according to a recent survey of global consumers conducted by SDL.

Moreover, 77% percent of respondents said that they "showroom", which is to visit a brand’s physical location to evaluate products knowing they will buy online at another time. This trend varies by geography, with respondents from the US (71%) a bit less likely to "showroom" and those from Singapore (90%) more likely to do so.

Below additional key findings from the study, The New Disruption for Brands: A Global Look at Consumer Mobile and Social Habits, which surveyed 4,000 consumers in the United States, United Kingdom, Australia and Singapore.

Consistent Pricing


The majority of consumers in all countries surveyed expect a brand’s online store, mobile app and physical store to offer same pricing, discounts and sales.

Mobile Trends

  • Only 8% of respondents use a brand’s mobile app to learn more about a brand, compared with more than one-third who use a search engine on their mobile device.
  • 73% of global respondents aren’t checking-in using their mobile devices for deals.

Social Media Trends

  • A third of respondents said they act on promotions on social media. 
  • More than half of respondents (58%) share positive experiences and seek advice from friends and family when they talk about brands on social media. 
  • Facebook is the most popular platform for sharing experiences—55% of global respondents use the social network when expressing feedback about brands. 

 

About the research: The study was based on data from an online survey conducted in March, 2013, of 4,000 consumers in the United States, United Kingdom, Singapore and Australia.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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Comments

  • by Seshu Tue May 28, 2013 via web

    The last point of customer sharing feedback on social network is a very important aspect for marketing professionals as this indicates that social media has to be a key component that should be used by marketers in order to influence purchase decisions. In my blog I pointed out how different media work during the entire customer purchase life cycle http://mkonnekt.com/smbmarketing/mkonnekt-media-hierarchy/ and this article points out to that aspect very well

  • by Jim Tue May 28, 2013 via web

    As a researcher, the big hole I see in this is how often and for what products do people do this. Does this mean 62% of respondents have done this at least once in their life or every time they shop. Are they shopping for appliances or breakfast cereals?

    IMO,Unspecific surveys like this are not helpful to planning real marketing campaigns.

  • by David J Winslow Tue May 28, 2013 via web

    Ayaz, great article on mobile featured in MarketingProfs! Certainly agree. Believe, the ultimate is coming soon, that the future is frimly rooted in the convergence of all devices and the eventual ability of voice recognition to catch up and a allow true mobile experience whether you ever even leave the house, keyboards will be for those who actually like to type! - Dave

  • by Joel Clark Tue May 28, 2013 via web

    I've only heard of "checking in" for discounts as of late. I'm a 24 y/o marketing student. I'm thinking this feature is not adequately reaching its demographic otherwise there would be a massive insurgence of check-in activity in North America (especially for 40% off!). Is there a list of stores that provide these said discounts because I would love to see it!

  • by Gracious store Tue May 28, 2013 via web

    Most people use social media is their best outlet for sharing their views and feed back on their expeeices they have with brands

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