MOBILERETAILING
29
INDEX FINDS JUST 25 PER CENT OF
SHOPPERS USE A MOBILE PHONE
A
survey into online shopping habits about one in four respondents – 25% Additionally, it found that people who use
has found just 25 per cent of have actually used them while shopping. mobile phones while shopping were slightly
consumers have used a mobile The vast majority of shoppers who did less loyal, less satis½ ed, and less likely to return
phone as part of the retail shopping use a mobile phone as part of their shopping to the retailers’ website, perhaps because
experience. experience also did not make heavy use of they were heavily in¾ uenced by the attitudes
Larry Freed, president and chief executive retailer-originated mobile applications or and input of others.
of online customer satisfaction measurement internet-based product information. Most Shoppers who used a mobile phone as
½ rm, ForeSee Results revealed: “As part of used their phones to get a simple opinion part of an in-store shopping experience were
our annual research on the top 30 e-retailers about a purchase (65%). Others used it also 7% more likely to buy something in a
in the UK, we decided to study how and to send a picture of a product they might store than those who don’t.
when shoppers are using mobile applications. choose (40%), look at comparison prices Freed added: “Mobile apps offer a huge
It seems that the UK is just starting to get its (19%) or look at product reviews (13%). opportunity for British retailers to encourage
feet wet when it comes to offering mobile The research also discovered there was a in-store purchases, especially considering the
applications for mobile phone users to greater likelihood for shoppers who use their high-rate of mobile penetration in the UK. [A
enhance the in-store shopping experience.” mobiles while browsing, to purchase of¾ ine quarter] 25% is not an insigni½ cant number,
Through analysis of more than 7,000 rather than online (62% compared with 58% especially considering the small but growing
visitors to the top 30 UK e-retail websites respectively). People were using phones to call use of smartphones and the fact that many
during the critical Christmas 2008 shopping someone for advice and it seems that, more often retail mobile apps were new this season or
weeks, ForeSee found the vast majority than not, the opinion they get encourages them still in beta testing. For the 2009 Christmas
of online shoppers in the UK have mobile to buy the item. “Perhaps stores should consider shopping season, we should see usage of
phones (95%, compared to 90% of US “phone-a-friend” promotions to encourage this mobile phones during in-store shopping
shoppers done in a similar study), but only kind of shopping behaviour?” Freed suggested. experiences double, at least.”
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APRIL/MAY 2009 RETAIL TECHNOLOGY
26-31 Mobile.indd 29 6/5/09 9:54:53 am
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