After writing about how mobile commerce is an end-to-end experience
(Mobile Shopping & the End-to-End Cycle) a few days ago, I came across
an interesting piece of research that examines many of the components of this shopping behavior.
Rather than reviewing the whole gamut of retail shopping, researchers at GigaOm Pro looked
specifically at behaviors of only smartphone owners.
By types of physical stores, at least by the measurement of extreme satisfaction, there’s a range of view. By category of store where
smartphone owners are very happy:
- 33% -- Membership warehouse clubs
- 32% -- Discount stores
- 30% -- Grocery stores
- 27% -- Home improvement/hardware
stores
- 26% -- Drug stores
- 18% -- Consumer electronics/appliance stores
As a general benchmark, the majority (52%) of smartphone owners are very happy with Amazon
compared to about a quarter (27%) very happy with other online stores, so Amazon continues to be commerce king..
I found the insight on the use of mobile apps to be one of the more intriguing
points in the study.
For consumers using mobile shopping apps by purpose, finding coupons is at the top of the list, as you might expect, followed by other reasons.
- 28% -- Find
coupons
- 27% -- Compare prices
- 25% -- Find upcoming events
- 25% -- Get offers and deals
- 20% -- Shop for gifts
- 20% -- Compare products
- 19% --
Check stock in stores
- 19% -- Remember products to buy
- 18% -- Keep up with new products
- 16% -- Manage rewards earned
While many consumers access retail
websites from their phones while they shop, this research indicates that merchants ignore apps at their own peril.
In virtually every category of shopping purpose, mobile app users were
happier with their shopping experience than non-app users,
The obvious app development is to automate some of these functions and include them within the apps, which no doubt is being worked
on.
Many of the functions already are available manually, such as price checking, coupon redemption and shopping lists.
Automating some of these functions can aid in the search for the
friction-free mobile shopping experience.
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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.