Mobile Shopping and Browsing Activities

of Smartphone Users shows

Mobile Marketing is going to be Huge

http://www.urmobile.com

http://www.urmobile.com

We analyzed independent research by 3 companies - and all statistics are pointing to one common thread

"Consumers are using mobile phones more than ever for information, news, entertainment, shopping, retail and

research purposes."

http://www.urmobile.com

• Companies are taking notice and gearing up to engage customers on the mobile channel.

• The fact that consumers always have their mobile phones and are always connected makes this a unique opportunity.

• Location and time sensitive targeting are two other factors that make mobile marketing a great opportunity.

General Smartphone Usage: 

Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.• 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone• 72% use their smartphones while consuming other media, with a third while watching TV• 93% of smartphone owners use their smartphones while at home 

Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

• Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video sharing websites • Nine out of ten smartphone searches results in an action purchasing, visiting a business, etc.)• 24% recommended a brand or product to others as a result of a smartphone search

Action-Oriented Searchers:

Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet. 

Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. 

Local Information Seekers: 

• 95% of smartphone users have looked for local information• 88% of these users take action within a day, indicating these are immediate information needs• 77% have contacted a business, with 61% calling and 59% visiting the local business

take action within a day

Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process. 

Purchase-driven Shoppers:

• 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer• 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones• 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store

Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.

Reaching Mobile Consumers:

• 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)• 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads• Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase

Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

There are 73.3 million US smartphone users in 2011, eMarketer estimates, and many are turning to their phones to help them shop.

A study conducted in January by Chadwick Martin Bailey and iModerate Research Technologies revealed that more than half of 1,400 consumers polled reported using their smartphones to assist them with shopping. The research found that more than 70% of iPhone owners report using applications or their smartphone’s web browser to help them while shopping in-store, and 41% are making purchases directly from their phones.

Source: http://www.emarketer.com/Article.aspx?R=1008300

According to the study released in March, 66% of respondents used their smartphones to conduct price comparisons on a product or service and 58% used them to find the closest store locations.

While 41% of those polled said they had made purchases from their smartphones, just 17% said that making a purchase was their reason for using a smartphone.

Source: http://www.emarketer.com/Article.aspx?R=1008300

This data is in line with comScore findings, also from January, which identified the top three mobile shopping activities for US smartphone users:

Source: http://www.emarketer.com/Article.aspx?R=1008300

• Finding nearby stores (49%)• Comparing prices prior to shopping (46%)• Researching product details (44%)

ForeSee Results has released new research showing that consumers are using mobile phones more than ever for retail purposes. • Shoppers are using mobile phones to access websites and apps more than ever before. • 33% of respondents have used their phone to access a retailer website, • 26% indicated they plan to access retailer websites or mobile apps by phone in the future.

Source: http://www.screenmediadaily.com/news-foresee-results-acsi-market-research-smartphones-mobile-retail-shopper-experience-study-purchase-intent-001400977.shtml

"Any retailer not actively working to develop, measure, and refine its mobile experience is leaving money on the table for competitors," said Kevin Ertell, vice president of retail strategy at ForeSee Results and author of this report.

• Mobile purchase behavior is exploding. A total of 11% of web shoppers reported having made a purchase from their phones this holiday season, compared to only 2% at this time last year.• Shoppers use their phones for a variety of tasks. The majority of shoppers who used their phones did so to compare price information (56%). Shoppers also used their phones to compare different products (46%), to look up product specifications (35%), and to view product reviews (27%). • Shoppers use their phones to look at competitor websites. While in physical stores, more than two-thirds of mobile shoppers (69%) used their phones to visit the store's own website, but nearly half (46%) also used their phones to access a competitor's website.

Source: http://www.screenmediadaily.com/news-foresee-results-acsi-market-research-smartphones-mobile-retail-shopper-experience-study-purchase-intent-001400977.shtml

http://www.urmobile.com

Clearly the findings of these studies are similar in nature and have strong implications for businesses.

3. Mobile strategy now needs to be part of the company DNA – and company needs to develop a holistic cross - channel strategy to serve their customers across all mediums - mobile, online and traditional.

2. Companies need to reverse engineer these statistics and make sure they are engaging, serving and communicating with customers on each of the above points.

1. Having a mobile presence and being found via mobile search is just the starting point.

http://www.urmobile.com

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