Mobile Shopping Trends Signal Lack of Information for Consumers
In an article written for Mashable, Jinal Shah, digital strategist at JWT in New York, has outlined seven facts about mobile shopping that might surprise you.
A study was conducted, focusing on adults who used a smartphone or tablet to shop over the last holiday season. The results show that consumers are constantly using their smartphones whilst shopping, not just over Christmas, but all year round.
Some of the main findings from the study include:
Mobile Shopping Doesn’t Equal Mobile Purchasing
Whilst many people are using their phone whilst shopping, not many are actually purchasing via their mobile device. Price comparison actually ranks the highest amongst activities conducted by mobile shoppers. Maybe this shows the opportunity for retailers to focus their mobile sites and apps on price and product comparison, rather than trying to drive purchases.
Mobile Phones Hardly Impact Shopping Habits
Most users say that shopping on their mobile has no effect on their decisions to purchase more or different items. Again, retailers who try to up-sell and push purchases via their mobile site or app may not have the right idea. Giving shoppers useful information and making their purchase quicker and easier is a much better strategy.
The Mobile Experience is Good, But Still Needs Work
Most mobile users were dissatisfied with the navigation of many mobile sites. They also mentioned the lack of product information and the need for better mobile shopping apps. Mobile web security is also a major road block to conversion, with many consumers worried about entering credit card details into their phones.
All in all, it is clear that mobiles and shopping are becoming ever more synonymous, but are brands giving consumers what they want from mobile sites and apps? If consumers are not influenced to purchase by what they see when they browse online, then the focus should be on giving them more information, as well as helping them through their purchasing cycle. This could involve simply having more detailed product descriptions, comparisons and reviews available, or the introduction of apps which make in-store purchasing easier, by enabling customers to reserve items for pick-up at a later time, for example.
For the full list of facts, visit the original article on Mashable here.
(Image from Internet Retailing)