Thursday, December 22, 2011
A recent survey revealed that while the number of mobile shoppers is increasing dramatically, they are using their mobile devices to research products more than they use it to make purchases. Shoppers are comfortable making purchases from their home computers, but are more hesitant using their tablets and mobile phones to buy online. The survey found that 58 percent of shoppers have made purchases via their mobile phone as compared to 94 percent who have made purchases via laptops and 75 percent via tablets. For those who shop with their phone, 79 percent use it to research products, 73 percent to browse stores, and 77 percent to compare prices. Of the 58 percent of shoppers who make purchases via their mobile devices, 69 percent use both the mobile browser and apps to buy products (18 percent only use apps; 13 percent only use a mobile browser).
What consumers are purchasing also differs from their buying behavior on laptops. Laptop shoppers’ most popular items to buy online are consumer products like clothing and electronics, but shoppers buy more digital products like music and apps on their mobile devices. On mobile phones, 70 percent of shoppers purchased digital goods, 60 percent purchased consumer products, 46 percent purchased services, and 38 percent purchased consumable goods. The majority of shoppers (76 percent) say ease of use is the reason they would buy one category of products over another and 34 percent cite price point as the reason why they would buy in one category over another.
While the use of mobile devices is increasing, the survey results strongly indicate that mobile devices are currently much better for window shopping than for buying - especially when it comes to consumer products. Mobile shoppers are still more comfortable purchasing using their laptops, although tablets are widely used for research and shopping. This demonstrates that consumers are open to new technology, but until mobile shopping is as easy as shopping on larger devices and security concerns are addressed, they will be more reluctant to fully embrace mobile buying.