Mobile shopping is an end-to-end process.
While we see a lot of research that measures mobile commerce by where or how consumers pay, there’s so much more to the process.
Those where-the-money-changes-hands studies typically show tablets as the mobile device of choice, followed by iPhones and then Android phones. Those measurements are only of the actual spending moments of the purchase cycle.
I find some of the latest research from Nielsen a better mirror of what mobile commerce looks like these days.
Nielsen looked at mobile shopping as researching products, finding stores, checking prices, being involved with product reviews, using shopping lists, commenting on purchases and, yes, making a purchase.
When you look at all the steps that can be involved in mobile commerce, Nielsen shows that the majority (84%) have been involved at least to some degree within a one-month period.
The study also pointed to an increase in the number of mobile shoppers buying more frequently on a mobile device rather than a PC.
The obvious opportunity to reach these mobile consumers is far greater than only in a store, which in many cases, is too late in the purchase path.
As smartphone and tablet penetration continues to rise, the activity of mobile shopping, in all its aspects, will only increase.
You all know that much of the market focus remains on mobile payments, one step in the buying journey. Though understandable due to the large amount of transacting and processing money involved, it is only one stage in the shopping process.
Mobile commerce is a continuous cycle, not an event.
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OMMA mCommerce, July 15, New York. Autotrader.com, IHG, MasterCard, BBDO, Rapp, Joule, ScanBuy, Huge, Spyderlynk, Rue La La, BYNDL, Catalina, Giant Eagle, Payvia, Ansible, Moxie Interactive coming. Here’s the AGENDA.
Thanks, Timo, and good points about the always-on nature and end-to-end engagement.
Chuck, we recently completed and published a report on consumers' experience (including shopping) and the impact of mobile across the "Consumer Journey" - measured satisfaction with some 20 aspects spanning Discovering, Choosing, Buying and Using. Also examined the impact of using a mobile app on each of the aspects. Interestingly, consumers using a mobile app for a particular purpose (e.g., like managing rewards) are much happier with their experience (compared to consumers who are not). Presentation with selected results is at http://slidesha.re/12mwxig. I would also be happy to share detailed findings, if interested.
Dr. Phil Hendrix, immr and GigaOm Research analyst
@phil_hendrix
Thanks, for sure will send you a note on this. Can you send?