Mobile In-Store Shopping: It’s a Process

by Net Future Institute on July 3, 2014

By Chuck Martin

The influence of mobile on shopping behavior continues to become clearer every day.

No matter the geography, smartphones and tablets are having a profound impact on how people act while in a store or deciding to make a purchase.

Half of mobile consumers use their smartphone or tablet for shopping every week and almost a third (30%) use them for shopping daily, according to a recent survey.

The devices also are being used in multiple locations, according to Tradedoubler in its Mobile Shopping 2014 study, a survey of 4,500 connected consumers across nine European countries.

They found smartphones are being used for browsing while commuting (45%), when at work (49%), in a café or bar (52%) and while out shopping (44%).

Many (40%) use their smartphone to browse the net while in bed and almost half (48%) of tablet users do it there as well.

The study found smartphone owners use their devices to inform, influence and advise rather than as a pure transaction mechanism, which mirrors the findings in numerous other studies.

But retailers should be highly cognizant of the overall mobile influence on how their customers decide to buy.

Almost half (47%) of connected consumers use their smartphone to compare prices and almost a third (29%) go on to make a purchase.

While in a store, almost a quarter (22%) of smartphone owners decide to buy online instead, a fifth (20%) change their mind about buying at all and a fifth (20%) leave to buy what they’re looking for elsewhere.

Only 19% of shoppers finish the buying cycle in a store, according to the Tradedoubler study.

Whether through apps or mobile websites, mobile behavior is changing the shopping landscape, in Europe, the U.S. and just about every other market.

In a U.S. study by Apigee Institute, which we wrote about here recently (Smartphone Shopping with Apps? Not So Much), almost half (48%) of smartphone owners said they expect their phone or tablet to change how they shop over the next two years.

No matter the location, as mobile technology continues to advance and more consumers learn how to tap into new-found capabilities, many merchants may be caught flat-footed.

The M-powered consumer is starting to rule retail.



Chuck Martin is Editor of the mCommerce Daily at MediaPost and writes the daily MobileShopTalk column. He is the author of “Mobile Influence,” “The Third Screen,” and “The Smartphone Handbook.” He is CEO of Mobile Future Institute. Chuck Martin is a frequent Mobile Keynote Speaker and Mobile Marketing Speaker internationally. He also addresses Social Media in Mobile.


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