The idea that a consumer researches on their mobile device or laptop before heading to the store to make the actual purchase finally may be changing. Studies have consistently shown that no matter which digital device a consumer uses to shop, the overwhelming majority ultimately want to go to the store or mall to get the actual product. But mobile shopping finally may be turning into more of a single-device experience, with some consumers feeling just fine by shopping and buying from where they are.
For mobile payments finally to take off, the ticket just may be the ticket. After an eternity of mobile payment providers creating numerous approaches to using a smartphone to pay, and then with a barrage of consumer-targeted marketing to help persuade consumers to give it a try, the masses still lean to credit or debit cards or the old standby: cash. Apple finally adopted NFC (near field communication) so most any phone, Android or Apple, could be used to pay without the hassle of app downloads.
Mobile makes a lot of things faster. In some ways, smartphones totally transferred the personal activity that could be done on a PC so that those functions could be performed anywhere and anytime, often on the fly. For PC activity, a person typically would sit down and perhaps ponder what they were looking for, with surfing sometimes causing a sidetrack or two.
In one way or another, mobile has been about changing consumer behavior. This doesn't always mean that behavior will be changed forever, but at least many consumers seem to be at least open to the idea. The latest example of this deals with mobile coupons. It turns out that consumers who lean on mobile coupons for food shopping - and that's a lot of people - often change brands for the sake of variety, according to a new study.