1 in 3 Online Consumers Perform Mobile Shopping Research

September 2, 2011

etailing-mobile-phone-based-commerce-sept11.gifApproximately one in three online US consumers have performed one of several mobile shopping research activities in the past three months, according to [pdf] a study from the e-tailing group and PowerReviews. Data from “The 2011 Social Shopping Study” indicates that a leading 33% of online consumers have both checked for sales and specials and looked up store information such as hours, location and maps via mobile device in the past three months.

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

etail-mobile-in-store-sep-2011.JPGLooking 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.


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