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RSS| More Likely To Buy If Mobile Device Made Trusted Retailers Easier to Find | |
| Response | % of Respondents |
| Agree | 65% |
| Neither agree nor disagree | 18 |
| Disagree | 18 |
| Source: ChoiceStream, January 2010 | |
Lori Trahan, vice president of marketing at ChoiceStream, says "... smartphones are here to stay and consumers are starting to see them as a legitimate shopping channel, with 37% of users reporting that they used their device to buy merchandise in 2009... (now) retailers (should) optimize ads and applications for those devices to overcome the challenges posed by small screens... "
The survey found that while m-commerce is a hot spot for recommendations in 2010, social networking is not. Of the respondents who belong to a social networking site, only 8.5% report that they have ever made a purchase while on the site. And, only 27% indicate any interest in product recommendations from trusted retailers (on a social networking site).
Levels of interest in product recommendations vary not only by channel, but by the placement, or location, of recommendations within retail sites as well. For example, the survey finds that 85% of shoppers would find it useful to receive product recommendations on product detail, brand and category pages, while less than half of respondents are interested in receiving product recommendations on an order confirmation page.
The majority of active online shoppers (those who spent more than $500 online in the past 6 months) indicate that they have bought something based on a retailer's online product recommendation, but only 16% claim to have purchased based on a recommendation in a shopping-related email (e.g., shipping confirmation). The majority of purchases were based on recommendations that appeared on product detail pages or category/brand pages.
| Location of Recommendations That Prompted Purchase | |
| Information Source | % of Respondents |
| Product detail | 58% |
| Category/Brand | 40 |
| Cart | 30 |
| Promotional eMail | 23 |
| Order confirmation | 23 |
| Home page | 21 |
| Transaction eMail | 16 |
| Source: ChoiceStream, January 2010 | |
Steve Johnson, founder and CEO of ChoiceStream, observes that "Today's shoppers are so much smarter than they were just a year or two ago... (and are) relying on product recommendations to make purchase decisions (with) clear preferences for where and when they want to see them... "
For more information from ChoiceStream, please visit here.
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