Shoppers are plugged into smartphones and ready to shop: new study
In the ‘WindowOn…Multichannel: Revisited’ report, the research firm follows up on its Multichannel report launched in February 2012, but this time reviews the role of the smartphone in the shopper’s world.
According to the findings, 64%of smartphone owners who use their device to shop primarily do so at home, while 19% shop on the move or while travelling. Only 9% of mobile shoppers were found to shop on their device while in a physical store although 8% shopped via their handset while at work.
Younger shoppers were found to be the most likely to shop using their smartphone with 37% of 18 to 24 year olds and 38% of 25 to 34 year olds having done so. Of those aged between 35 and 54, 27% had made a purchase using a smartphone but this figure fell to 19% when looking at the over 55s.
Using the devices to check and compare prices was found to be most prevalent among smartphone owners aged between 35 and 54, while younger shoppers aged 18 to 24 appeared to be the savviest, with 36% using their device to look for discounts.
The research found that tablets were most appealing to the more mature generation of shoppers. Within the sample of mobile device owners, it was the 55+ age group who were most likely to own a tablet at 59%, which was ten percentage points higher than any other age group.
In addition, 60% of those aged over 55 had used their tablet as part of the shopping process and 34% to buy. Shoppercentric predicts that this will be a growing trend as 10% of this age group had only started shopping on a tablet within the last month.
When looking at smartphones versus tablets, the report shows the way in which devices are used for shopping has converged in the last 12 months. In 2012 there was an eight percentage point difference between the technologies in the way they were used to gather ideas. Today that figure has shrunk to two percentage points and there is no longer any difference in device usage for getting advice. In 2012, there was a 20 percentage point difference between devices when looking at which one would be used to buy items. In 2013, this has dropped significantly to just one percentage point.
Commenting on the results Danielle Pinnington. managing director at Shoppercentric said: “Our findings imply that it’s the immediacy of a smartphone that is so attractive to shoppers since they literally have it with them at all times - always being charged and switched on. It’s also great for remembering you need something and buying it wherever you are, or taking a picture to recall later – something that more mature users acknowledge is particularly useful.
“M-commerce is undoubtedly transforming the retail landscape at an unprecedented rate and smartphone usage is at the heart of this change. The smarter brands and retailers are already adapting their integrated marketing plans to ensure m-commerce is a strong touch point in the purchase process – those that don’t do so at their peril since they risk losing out on significant market share and failing to attract a new generation of shoppers.”
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