Mobile shopping activity will be under many research microscopes this
holiday season, all looking to measure the impact on online and in-store sales.
While it’s obvious that smartphones are used throughout the shopping process, I always find it interesting
to see exactly where and how it’s happening.
Another in a string of holiday shopping studies came out his week that again showed some of those indications.
In a survey of 1,000
adults, about three quarters (73%) of those with a mobile devices plan to use them for holiday shopping.
As might be expected, consumers are going to use their mobile devices both in and out
of stores. But according based on the survey by Retale, which essentially adapts printed circulars for in-store use on smartphones, mobile activities differ based on each place.
Outside of the
store, more people prefer to make a purchase while fewer access coupons. Here’s what they do outside of the store:
- 30% -- Buy directly from device
- 27% -- Research
products online
- 26% -- Find store locations
- 20% -- Find deals
- 18% -- Compare prices
- 16% -- Access coupons
While in a store, things are
different, with the top action being looking for coupons. Curiously, some also say they will be looking for store locations while in a store.
- 14% -- Access coupons
- 12% -- Find
store locations
- 11% -- Compare prices
- 9% -- Buy directly from device
- 8% -- Find deals
- 8% -- Research products online
The majority of mobile
shoppers will use their phones for all of these activities both in and out of stores, according to the survey.
Most of these mobile shoppers will decide to end up in a physical store, near the
end of the mobile path to purchase, based on numerous other studies.
It’s not the store that’s changing; it’s how mobile shoppers are deciding what to buy.