www.figarodigital.co.uk
The Mobile Shopping Survey 2012
We teamed up with Lightspeed Research to conduct an exclusive survey into consumers’ habits and attitudes towards mobile commerce. Ralph Risk, Marketing
If, amid the torrent of advice presented to digital marketers over the last year, one clear and consistent message stands out, it’s this: mobile does not exist in a silo. Less of a sector and more of a mindset, how mobile evolves has implications not just for digital marketing but, as NFC gathers force, for real world activity as well. the impact of mobile devices on consumers’ attitudes and behaviour, in November 2012 Figaro Digital teamed up with Lightspeed Research to question 2,744 mobile phone owners across the UK. The aim: to get a clear picture of the role, value and potential of mobile marketing.
Ralph Risk, Marketing Director EMEA at Lightspeed Research
THE NEW SEARCHERS
mobile shopping activity in the last six months. Asked if they had undertaken a range of mobile shopping activities, 22 per cent said they’d bought content for their phones (ringtones, apps etc) and 16 per cent had bought physical goods. Overall however, 61 per cent of respondents had not undertaken any form of purchase on their devices, with 42 per cent saying that when it came to actually adding those goods to their basket, they preferred to use their laptop or PC. The rest of our survey focused on the behaviour of
respondents who had undertaken some form of shopping-related activity in the last six months. Almost six out of 10 respondents said they’d used their mobile device to research products in-store. So, what accounts for consumers’ reluctance to make purchases on their phones, and what are the implications of our enthusiasm for research on the go? “The reason why people do buy on their mobiles is also the reason why people don’t,” says Ralph Risk, Marketing
Director EMEA at Lightspeed Research, “and it’s got to do with convenience.” Screen size, navigation and payment security, he explains, all impact on a user’s decision to buy. “Where the phone has a lot of advantages is in its speed and the convenience of just having it to hand. Consumers will use what’s most convenient for them, not what’s most convenient for a retailer or brand. Businesses really need to make sure their websites are mobile friendly. Wherever the touchpoint is for a consumer, they need to have the best possible experience.” So, it’s as a research tool that the mobile phone is really coming
into its own, and top of the list of research resources are price comparison sites, visited by 21 per cent of our respondents. One consequence of the rise in comparison sites, says Risk, is that bricks and mortar stores must do more to distinguish themselves from their cheaper online counterparts.
are. They need to know what the unique proposition is, and that may involve the security and the trust consumers build up in a brand. Rather than just focusing on price, brands on the high street need to focus on quality and other unique selling points. If it’s just done on price, comparison sites could move a lot of people away from buying in-store.” Nine per cent of all respondents read reviews by professionals and 14 per cent of respondents read reviews by other users. “This doesn’t just apply to mobile, of course,” says Risk. “But companies shouldn’t hide away from reviews – they can be a powerful tool when encouraging people to purchase and, let’s be honest, if a company starts seeing bad reviews, then those issues need to be addressed. That’s a valuable bit of market research for your company right there.”
HOW WE BUY
everyone involved in the m-commerce equation, we were keen to discover more about consumers’ attitudes to ease of purchase – or otherwise – on a mobile. Asked whether they found it easier
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