Mobile shoppers: more discerning and brand-conscious
By Polly Christie, TGI, 2013
The global boom in smartphone ownership is changing the way consumers shop and forever shifting the retail landscape. In the US alone, the number of mobile shoppers is expected to hit 175 million by 2016 (up from 68 million in 2011) according to eMarketer.
The proliferation of shopping apps and mobile-enabled websites has given rise to a more empowered consumer, who can look up reviews, make price comparisons and download coupons in real-time via their mobiles. In order to stand out, retailers must not only utilize these new innovations, but also understand how consumers engage with them and create highly customer-centric shopping experiences.
So what do we know about mobile shoppers, and how can retailers use this information to optimize their service accordingly?
Men are more likely than women to shop via their mobiles
According to Global TGI, in many countries, men are leading the way when it comes to mobile shopping. In the US for instance, 16% of men say that they are interested in using their cell phones to make store purchases versus 13% of women. Figure 1 shows the penetration of mobile shoppers per gender in other worldwide markets.
One very good reason why mobile shopping might hold such appeal for men is that it can streamline the entire process. In the US, 60% of men say that when shopping they 'get what they need and leave', relative to 44% of women. Convenience clearly plays an important role in the mobile shopping experience.
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