Select Page

LocalCorp-Smartphone-Shopping-Purchase-Decision-Influencers-Apr2014Search results play a significant role in influencing mobile shoppers’ purchase decisions, detail Local Corporation and the e-tailing group in a recent study. The online survey found half of the smartphone owners surveyed claiming that search result listings influence their purchase decisions, with ratings and reviews (42%) also a strong factor. A little further back, about 3 in 10 respondents rely on mobile search results with local availability and opt-in emails from retailers to aid their decision-making. The report notes that women tend to be slightly more influenced by emails than men (33% vs. 27%).

Of note: while survey respondents believe that search impacts their decision process, a recent analysis by SeeWhy discovered that the majority of smartphone conversions counted email as the traffic source, with search only a bit player.

Meanwhile, few respondents to the Local Corporation survey feel that mobile applications (9%) influence their purchase decisions. That may be related to respondents only using apps sparingly for research. Indeed, when asked how they search when using a mobile device for product research, only 24% reported using apps. (The leading choice was – unsurprisingly – a search engine, for 73% of respondents).

Separately, the study finds that 27% of respondents have used smartphones to pay for an in-store purchase. That’s a higher figure than seen in a recent Federal Reserve survey, in which 17% of smartphone users claimed to have made a point-of-sale payment at least once during the previous 12 months. The disparity could be due to an over-representation of iPhone users in the Local Corporation study. In that survey, 54% of respondents were iPhone users, whereas the latest comScore figures indicate that Apple owns about 42% market share among smartphone owners in the US.

Other Findings:

  • The Local Corporation survey indicates that the most popular search categories via mobile when researching a purchase at a local store are: clothing and accessories (50%); consumer electronics (45%); movies/music/video (44%); and food (43%). Those tend to be among the most commonly purchased items on mobiles, too.
  • Security (44%) and privacy (36%) concerns are said to be 2 of the 3 top concerns given by mobile shoppers for not paying in-store with a smartphone.

About the Data: The online survey of 1,294 consumers was completed in March 2014. All respondents were pre-qualified for smartphone ownership and the sample was made up of 46 percent women and 54 percent men.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match

Pin It on Pinterest

Share This