American Marketer


Mobile shoppers are more valuable than traditional in-store shoppers: study

July 31, 2012


Mobile shoppers are proving to be more valuable to retailers and brands across an array of measurements, including demonstrating less price-sensitivity, according to a new study from Greystripe.

The July Mobile Retail Insights report takes a look at the differences between mobile shoppers and traditional in-store shoppers and finds mobile shoppers exhibit behaviors that characterize them as more profitable, more influential and more likely to buy when given an interface that is easy to use. The results are just one more reason retailers and retail brands should be focusing on mobile.

“As mobile devices become a consumer's primary digital life link, marketers have an opportunity to engage those customers with an experience that drives real value for a brand,” said Kurt Hawks, general manager at Greystripe, San Francisco.

“Mobile is key throughout all stages of the purchasing process, allowing consumers to research products, make mobile purchases, and share product reviews post-purchase,” he said.

“Mobile shoppers are a highly appealing audience for retailers in that they are less price sensitive. They can also be highly influential - a higher percentage write reviews about their product experience.”

Product evangelists
Key findings from the study include that mobile shoppers demonstrate less price sensitivity than traditional shoppers, with 71 percent redeeming coupons offered by retailers compared to 94 percent of traditional shoppers.

Additionally, mobile shoppers are more likely to act as a product evangelist, with 49 percent routinely writing reviews about their product experiences compared to only 31 percent of traditional shoppers

Mobile shoppers are also most likely to buy based on ease of use, with 51 percent stating they prefer applications and 49 percent stating they prefer Web sites.

Entertainment is the top purchasing category in mobile, with 52 percent of mobile and traditional shoppers stating they have made an entertainment purchase from their device.

Other findings include that 54 percent of mobile shoppers are most likely to use their device to research products when shopping, whereas 58 percent of traditional shoppers are most likely to compare prices.

Additionally, 37 percent of mobile shoppers visit a brand’s Web site or application first when seeking product information versus 28 percent of traditional shoppers.

For the study, Greystripe surveyed 800 iPhone, Android and tablet users between May and June of this year. Mobile shoppers were defined as those respondents who say they prefer to make purchases via their devices.

End-to-end mobile strategy
The study highlights the role mobile can play in influencing traditional shoppers’ purchasing decisions. For example, retailers can incorporate coupons for in-store redemption into their mobile campaigns.

Retailers can also use full-screen ads to provide more product information via a larger canvas so that in-store buyers — who use mobile to conduct product research before making in-store purchases — are getting more information about the product from the campaign itself.

“Retailers need to consider an end-to-end mobile strategy that encompasses all aspects of the purchasing process,” Mr. Hawks said.

“Reaching users on mobile with an interface that is easy to use allows retailers to facilitate product research, mobile purchases and provide customers with coupons for in-store redemption,” he said.

“There's a real opportunity to drive purchasing on mobile devices and in stores.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York