Once a consumer starts researching products on their smartphone, the actual purchase of a product is pretty closely behind. In the U.S., the final purchase is most likely to occur in a physical store, which is not the case in some other countries. While different countries have varying degrees of penetration, the smartphone is considered the most important device for retail research by almost a third (30%) of all retail shoppers, according to a new report.
U.S. Millennials shop in person because of a sense of immediacy, the ability to touch the product, and to see if it fits, based on a new global study. The majority (66%) of Millennials overall shop in a store rather than online in order to get the product right away and 66% because they are able to see, touch and try the merchandise.
As the annual mobile commerce benchmark of holiday shopping approaches, it looks like it could be yet another mobile moment. Various pre-holiday shopping studies are coming out providing some insight into where mobile may fit this time around. This matters due to the massive size of spending over a relatively short period of time. Retail sales between last November and January totaled $969 billion, according to Deloitte, with projections of topping $1 trillion this time around.
More consumers are making purchases through mobile but that doesn't mean they're happy doing it. As the mass migration to mobile actions continues, smartphone owners are doing more researching, shopping and purchasing with their phones but not all are totally satisfied with the experience.