Mobile phones’ uses have leaped beyond our wildest imagination. Technology has infused mobile phones to our everyday lives; affecting our shopping experience and behaviour.
Google has conducted a research study on how smartphones are affecting the shopper’s behaviour and the shopping industry as a whole.
Mobile phones influence the path to purchases and empower shoppers with instant access to reviews and competitive pricing for retail products and services.
Smartphone Increases Path to Purchase
According to the research 90% of smartphone users use their phone for pre-shopping activities. These activities include:
- Finding locations/directions
- Browse for product information
- Compare prices
- Find promo offers
- Find reviews
The study also shows that frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping.
“Self-help” is becoming the new norm. The research shows that 1 in 3 shoppers use their smartphones instead of asking from store employees. Convenience and savings are the leading major drivers of mobile use.
Shoppers use mobile phones for the following reasons: saves time, saves money, and makes life easier.
In some categories, self-help trend dramatically increased. Leading categories where users use their smartphones rather than seeking assistance from store employees are: appliances (55%), electronics (48%), baby care (40%), and household care (39%).
Product Information through Mobile phone
Shoppers rely on search in providing product information. Search engines have been used 82% of the time in browsing for product information.
These search engines are used to find where products are sold, make price comparisons, and find promotional offers.
The shopper’s behaviour has indeed changed since the advent of the smart phone. Business owners need to take note and adapt to this fundamental change in shopping behaviour.
You now have the chance to make a sale even when the customer is in your competitor’s store. However, you also need to be prepared to customers checking your competitors’ prices and your business’ online reviews. Are you ready?
Click here to see the full Google research report.