Commentary

The Mobile Shopper: Research, Buy, Track, Shop Again

According to Nielsen’s fourth-quarter 2015 Mobile Wallet Report, 37% of respondents said their purchases start with mobile shopping more than one-quarter to half of the time. In addition to growing as a new purchase channel, mobile commerce offers a plethora of opportunities for marketers and advertisers looking to reach their desired consumers, notes the report.

Consumers handle a lot of their shopping activities on their mobile devices, and savvy consumers do their due diligence before handing over their cash. 72% of smartphone shoppers research an item before purchasing it, 70% check the price of an item and 60% use a store locator to find a store where they can buy their desired product of choice.

Shopping Activities Done on Mobile Q42015

Activity

Smartphone

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Tablet

Researching before purchase

72%

66%

Checking price before purchase

70

57

Using store locator to find store

60

31

Using mobile coupon

55

20

Reading reviews of planned purchase

53

51

Shopping list

44

18

Purchase on mobile for delivery or pick-up

40

37

Source: Nielsen, May 2016

For many Americans, smartphones are as much a necessity in their daily lives as the air they breathe and the food they eat. These devices are constant companions, watching favorite shows and movies, keeping up with friends, learning new languages and managing finances, notes the report.

While smartphones are used often in mobile shopping, tablets are used as well. 66% of tablet shoppers researched an item before purchasing it, followed by 57% of tablet shopper checking the price of an item. 51% of tablet shoppers read a review of an item they purchased or plan to purchase.

Factors most important to consumers when they’re shopping on mobile include such things as the fact that 62% of consumers want to be able to see product pictures over everything else when shopping on a mobile phone. 48% of shoppers want mobile-friendly versions of the websites they visit via mobile, and 44% of respondents said that having the product descriptions was also highly important, says the report.

Important Factors Shopping On Mobile, Q4 2015

Important Factor

Smartphone

Tablet

See product pictures

62%

63%

Using mobile friendly version of website

48

35

Having product descriptions

44

45

Read product reviews

44

46

Compare prices

44

42

Secure website

31

36

Retailer’s app

10

9

Source: Nielsen, May 2016

After purchasing, says the report, consumers’ predominant shopper activity is tracking order progress (65%), followed by visiting a retailer site/app on their mobile device to browse and/or shop again (51%). 33% of consumers say they use their smartphones to sign up for a rewards program after making a purchase on their smartphone.

For more information from Nielsen, please visit here.

 

 

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