9 Apr 2011

Half the Population Uses the Mobile Phone when Shopping

Every second consumer in the U.S. uses his mobile phone to help decide which product to buy. And this is before the smartphone has really caught on America. In a study by Leo Burnett & Arc shows that the way we are shopping is forever changing – once again. And you better get in the game because shoppers are beginning to develop preferences for retailers which enable them to use their mobile phone while shopping. But we, the retailers, are not ready, quite yet. How many has a mobile site, an app for iPhone or Android; or even a site scalable for the mobile phone?

The way of involvement is changing
It might seem that high involvement shopping is now done more casually. Or is it? It’s just done differently. When buying expensive products which usually demands more consideration the research is done via the mobile phone on the go. On the other hand, giving an (almost) endless number of opportunities simple tasks are now done with more consideration than we are used to because consumers can customized interactions and experiences. A drink at a bar is not just a drink.

What is m-commerce exactly?
Shopping with the mobile phone can mean a lot of things from searching for a product, comparing products and finding prices. But it doesn’t stop there shoppers do also research benefits, gather information about where to buy it - and then actually buying the product. The shopping experience can also include activities done after the purchase, such as returning or servicing a product, sharing the purchase on Facebook and Twitter. Mobile shopping includes using the phone to facilitate any part of the shopping experience, from looking up a shop address, to reading reviews, sharing photos of the item, tweeting price details or using online shopping tools to help see the product.

How to succeed in m-commerce
If your shop is to become a success in the changing landscape, you must give the shopper a value-added mobile app and website. To reach all types of mobile shoppers, retailers should activate both mobile on the go and mobile in-store interactions. This can be offers on m.website and on Foursquare, Facebook places and related services.


Download the Whitepaper from Leo Burnett & Arc.

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