The study 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 assist in purchases every month. These consumers are considered "Active Mobile Consumers" and those smart phone owners who shop less frequently as "Mobile Window Shoppers."
Active Mobile Consumers tend to be younger - more than two-thirds of Generation Y survey participants (16- to 24-year-olds) fall into this category, compared to 31% of Baby Boomers (ages 45 to 64).
Using a blend of survey findings and market analysis, the report identifies four key findings:
Preferred Incentives For Location Sharing (Active Mobile Consumers; % of Respondents) | |
Preferred Incentive | % of Respondents |
Coupons/discounts | 66% |
Reward/loyalty points | 54 |
Access to exclusive sales | 37 |
Product availability near location | 17 |
Personalized product suggestions | 15 |
Reminders about products interested in | 10 |
Source: L.E.K.Consulting Mobile Commerce Survey, September 2011 |
Consumer Attitudes Toward Flash Site Purchases | |||
| Active Mobile Consumers* | Online Purchasers** | Mobile Window Shoppers*** |
Not planning on the purchase, but thought it was a good deal | 76% | 75% | 76% |
Not planning on the purchase, but trust the products the web site provides | 62 | 56 | 54 |
Looking for something similar and thought it was a good deal | 63 | 64 | 48 |
Looking for something similar and trust the products the web site provides | 64 | 59 | 39 |
Bought quickly because worried it would sell out | 63 | 50 | 40 |
Bought quickly because knew it would no longer be available after a certain time | 64 | 63 | 60 |
Source: L.E.K.Consulting Mobile Commerce Survey, September 2011 (* Active Mobile Consumers who purchased flash deal using mobile device; ** Active Mobile Consumers who purchased a flash deal online; *** Mobile Window Shoppers shoppers who purchased a flash deal online)
|
The report concludes by noting that mobile is quickly becoming a powerful and influential shopping companion for consumers, with a far-reaching impact. Consumers using mobile for shopping have new expectations for pricing standardization across channels, require a steady stream of promotions to remain engaged, and want to capitalize on powerful tools that enable them to get independent recommendations, price comparisons and reviews anytime, anywhere.
To access the complete PDF survey file, please visit L.E.K. here.
Great summary of an important survey. It's amazing how quickly things are changing. I've written about NFC and mobile advertising on my blog before and this data could be very valuable in making the case for a company to pursue mobile opportunities!