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Mobile Shoppers End Up in the Store
by Chuck Martin, Wednesday, July 16, 2014 12:44 PM
While mobile shopping rises, brick and mortar stores continue to
rule. The type of store also can make a difference, as the categories of products bought by mobile devices also differ, according to a new study. As might be expected, more people use
mobile devices to buy digital content while most consumers (78%) prefers physical stores for general food purchases, 67% for over-the-counter medications and 65% for clothing, according to a survey by
Harris Poll. The study comprised an online survey of 2,241 U.S. adults, members of a panel who agreed to participate in Harris Poll surveys. Consistent with other studies, Harris found
more mobile transaction activity on tablets, though the category patterns of items bought are similar. Among smartphone owners, two in 10 have purchased digital content while 3% have made
general food purchases using their phone. Here’s what is purchased by smartphone owners:
- 20% -- Digital content
- 9% -- Clothing
- 9% -- Personal electronics
- 8% -- Accessories
- 7% -- Cosmetics
- 6% -- Household electronics
Digital content also leads the category for tablet purchases with the fewest (5%) using the device
for general food purchases. Here’s what is purchased by tablet owners:
- 36% -- Digital content
- 22% -- Clothing
- 19% -- Accessories
- 16% -- Personal
electronics
- 12% -- Cosmetics
- 9% -- Household electronics
Research continues to show that consumers still want to go to stores to see and touch the goods. Harris
also found that getting the physical goods delivered can be a driver for online purchasing, with most consumers (81%) saying free shipping would likely impact their purchase. Another influence
on the decision to buy digitally for most (70%) is free postage for sending in returns or exchanges. Consumers continue to research and shop with mobile, but at the end of the day they want to
make sure of what they’re getting. A store can do that. And so can a trusted brand over mobile. All the major issues relating to mobile commerce will be
discussed at the
MediaPost OMMA mCommerce conference in New York on Aug. 7. You can check out the
agenda where you also can register to attend. Hope to see you there.