Survey finds 4G will accelerate mobile shopping
The latest eCustomerServiceIndex survey of 2,000 consumers from eDigitalResearch and IMRG found that 39% of smartphone owners have already used their mobile device to make a purchase and predicts that this number will increase with the introduction of more 4G networks and locations later in the year.
Whilst adoption of 4G technology is currently relatively low, 4G users on average were found to be much more engaged with mobile technology than their 3G smartphone owner counterparts.
The research found that 77% of 4G users have accessed the internet from their 4G enabled device while out shopping, compared to 53% of 3G smartphone owners. Meanwhile, 62% of 4G users said they had used a barcode scanner to see if they could get a product cheaper elsewhere, compared to just 20% of 3G smartphone owners.
Derek Eccleston, commercial director at eDigitalResearch said: “The introduction of 4G technology looks set to have a considerable impact on retail markets. With faster internet speeds and a better all-round browsing experience, more and more shoppers are likely to turn to their 4G enabled device to help them through their multi-channel purchase journey; whether that’s to read customer reviews, check product descriptions or compare prices. Whilst the thought of this might scare some, brands need to embrace this next step of the mobile revolution and ensure that their entire end-to-end customer journey across all channels is set for more mobile.”
Of those survey respondents that had 4G technology available to them and had used it, 43% reported a substantial difference to their internet browsing experience claiming that it was ‘considerably faster’, whilst another 39% said they found it ‘faster’.
Andy Mulcahy, head of communications at IMRG added: "Retailers are very aware that they need to accommodate the mobile customer in-store somehow and there are a range of possible options available to do so, but the general approach has been fairly cautious to date. Many have opted simply to provide wifi for the time-being until how their customers really want to use mobile in the stores becomes clearer. These survey results suggest that when 4G becomes more widespread, it will accelerate the need for mobile engagement in-store as the speed at which customers are able to interact with brands through technology is a key factor in building trust in the channel."
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