• by Jack Loechner , Staff Writer @mp_research, January 7, 2013

Mobile shoppers are expecting more from retailers according to a new study by Latitude, Next-Gen Retail: Mobile & Beyond. Smartphones and tablets aren’t just making shopping more convenient and real-time; they’re fundamentally changing how people think about shopping. Mobile shopping makes people feel more relaxed, productive and informed, as well as more open-minded and receptive to discovering new things, says the report.

The multi-phase study included smartphone owners, ages 20-59, from the U.S. and the U.K. 65% also owned tablets, making them “dual owners.” Younger generations are leading the charge when it comes to transacting from their mobile devices. Smartphones are selected more often than laptops as a favorite purchasing platform by 20-29 year-olds.

Neela Sakaria, EVP of Latitude, says “... many people prefer using their mobile devices for shopping even while at home... mobile isn’t just about ‘on-the-go’ convenience when it comes to shopping... interesting possibilities for retailers to reach people in new, and perhaps more engaging, ways... ”

While mobile information needs are highly situation-dependent, more people cite saving time over saving money as one reason to shop via mobile, regardless of income. (U.S. shoppers are more deal driven than those in the U.K.: 78% vs. 61%). Women are significantly more likely than men to go mobile because it eliminates waiting in line and because it’s something they can do while multi-tasking or accomplishing other things. On the other hand, men are attracted to mobile because it streamlines shopping by offering better curated options, which means fewer items to sift through, says the report.

The perks of mobile shopping extend beyond just retail experiences. The vast majority (88%) of people agree that having a mobile device with real-time information makes them more spontaneous with shopping and, in general, more open to discovering new things.

Shoppers have mastered “pulling” information from mobile, says the report, and now they’re looking for location- aware communications to reach them at the right times and places. More than half claim that a well-executed alert makes them more likely to visit the website or the store soon, while 1 in 5 say they’re more likely to make a purchase or to make a pit-stop at the store that day. Most likely response to location aware retailer communication:

• 52% visit the website
• 50% visit the store (soon)
• 20% make a purchase
• 20% visit store that day

Many brands are feeding today’s “alert culture” (e.g., via emails and push notifications that tout daily deals, flash sales, and other short-lived promotions), heightening the sense of urgency around making a purchase. 60% of participants report that they’re spurred to shop or make a purchase at least once a week because they’ve received a mobile alert from a brand or retailer.

Some summary statistics include:

• 79% are interested in the possibility of having digital content delivered to their mobile phones while shopping in a store
• 79% want the ability to virtually try-on clothes while shopping in a store
• 86% want their mobile device to alert them when they're near a store selling recommended or sought-after items
• 80% would be interested in a digital wallet – especially if they could skip on carrying cash or credit cards entirely
• Currently, the most important features of a mobile shopping app are access to coupons (36%) and comparison shopping (35%)

For more information from Latitude, please visit here. To download the detail PDF file, visit here.