As more people research and purchase via mobile, an increasing number of those shoppers are looking for direct help from the companies they're dealing with. Unfortunately, when mobile shoppers look to find contact details to get help in their purchase, many of them come up short and end up cancelling the transaction. More than half (53%) of consumers use mobile phones for product research on products or services before buying them, based on a new study.
Retailers have websites and many have a mobile app, but most seem challenged in figuring out how to integrate their mobile approaches into their overall market strategy. But that's hardly the only challenge retailers face with mobile. Lacking adequate budget and internal are also on the list, according to the State of Mobile Experience study, comprising a survey of 250 marketing and IT professionals in retail, insurance and finance.
As retailers prep for back-to-school shopping with mobile, what consumers are looking for from an in-store shopping experience may not be exactly what they get. Even though just past the start of summer, back-to-school shopping already has begun. The majority (60%) of parents will be doing some shopping on a mobile device, with even more (73%) parents of freshmen.
Retail is still ground zero for mobile impact. It's not just the overall trend of consumers spending more time on their phones, it's also that they're doing a lot of when in a store as they shop. The amount of time spent on desktop over the last two years has decreased by 1% in the U.S., based on the latest comScore stats. But during that same time, mobile time spent has increased 78%.