Summary: The number of smartphone shoppers has nearly doubled in the past year.
One of the main reasons why smartphones and tablets are so popular in modern society is because of the wide range of everyday activities we can carry out on them.
From checking emails and looking up contact details to grocery shopping and buying presents for loved ones, these mobile devices have more to offer consumers than ever before – and they are also becoming increasingly affordable.
According to a new study, a large proportion of people who already shop on their smartphones are now using their handsets to make a purchase on a weekly basis.
The survey – which was conducted by eDigitalResearch and Portaltech Reply - found one-third of smartphone shoppers are buying goods at least every seven days. This is nearly double the figure recorded 12 months ago.
What’s more, one-quarter of respondents said they are now purchasing products from their mobile devices every month, demonstrating how it has become the norm to browse and pay for items on the move.
Other findings of the survey included that smartphone owners are using their mobiles in-store to influence purchasing decisions made later at home, with more than two-thirds (68%) claiming to have used their phone to gather product information when out and about. This is up from 36% 12 months ago.
Derek Eccleston, commercial director at eDigitalResearch, noted it is clear that handsets are playing a bigger part in consumer shopping journeys and suggested retailers should not be sceptical of in-store smartphone shoppers.
Instead, he said they should consider rolling out in-store initiatives like free internet access to all customers, “to help enhance shoppers’ overall experience with their brand and increase engagement levels”.
The research proved that a move like this would go down well with consumers, with more than one-quarter (26%) stating they would be ‘very interested’ in receiving personalised recommendations or promotions through their mobile as they entered stores.
Brands could then use these marketing campaigns to encourage SMS opt-ins and build up their customer base, meaning in future they’ll be able to send information that matches each individual’s personal tastes.
Mark Adams, partner at Portaltech Reply, said the most important finding from the research is that mobile is pervasive and its employment as a payments channel has become mainstream.
He explained the term ‘mobile’ must now also encompass tablets, adding: “When we think mobile we also need to think tablet devices, since purchasing via a tablet device has higher conversion rates than smartphone.”
Indeed, recent research from Gartner indicated that tablet sales are forecast to grow 67.9% this year, with shipments set to reach 202 million units. This is compared to the mobile phone market, which is predicted to grow just 4.3%.
The eDigitalResearch and PortalTech Reply survey showed that shopping is currently one of the most popular activities to do on a tablet, with 90% of owners of these devices using the gadgets to browse their favourite websites and 79% claiming to have made purchases.
Mr Adams continued that a mobile strategy is central to a retailer’s multi-channel strategy and the mobile experience “must be incorporated from the ground up when designing and implementing a multi-channel customer experience”.
Dynmark is a cloud based mobile intelligence platform enabling enterprises globally to harness the power of aggregated knowledge to increase customer engagement and ROI through targeted messaging. We offer a simple online solution to enable businesses of all shapes and sizes to engage in mobile marketing through the use of SMS technology and targeted mobile intelligence services. Read more about Dynmark here.