Mobile Ratings, Competitive Price Checks also Popular
Other leading mobile shopping research activities include checking for product ratings and reviews (32%), looking for competitive pricing at Amazon.com (31%), and browsing an online store for a product of interest (31%). Another 29% of online consumers have looked at competitive prices for products at retailers other than Amazon.
4 in 10 Online Consumers Access Mobile Coupons In Store
Looking at in-store mobile behaviors of online consumers, the study finds that almost four in 10 (38%) have accessed promotional coupons for in-store redemption. Another 36% have checked for competitive prices both at Amazon.com and retailers other than Amazon, meaning mobile competitive price checks are slightly more popular in-store than out of store.
The in-store mobile activities of checking product ratings and reviews, scanning barcodes to compare prices to other retailers, and looking on a retailer’s site to find products beyond what is carried in the store all have a 35% participation level. Thirty-three percent of online consumers have both looked up prices on a retailer’s mobile site and scanned barcodes to obtain specific product information.
QR codes appear to be fairly popular, as 31% of online consumers have both scanned QR codes to compare prices to other retailers and to learn more about a specific product.
L.E.K.: Smartphones Change Consumer Shopping Behavior
Two-thirds of smartphone or tablet owners have used their devices to make purchases and more than 80% have used them to help in the purchase decision, according to an August 2011 L.E.K. Consulting Mobile Commerce Survey.
The survey also found that 39% actually make purchases with their handheld devices at least every month (excluding music and video downloads), with 60% using smart phones to research purchases each month in a variety of ways. L.E.K. divides these two groups into “Active Mobile Consumers” and “Mobile Window Shoppers.”
About the Data: 1,004 adults filled out an online survey. Respondents shopped online four times or more during the past year, spending at least $250 online annually for products and services.