Over one-half of surveyed consumers across 11 countries used their mobile phones during the 2009 holiday shopping season for in-store activities such as comparison-shopping and getting peer feedback, product information, and coupons, according to a study from Motorola.
The findings demonstrate growing demand for real-time information to make better informed shopping decisions, especially among younger shoppers. Below, additional findings from the study.
Younger consumers are almost twice as likely as older consumers to have used their mobile phones for help with shopping: 64% of Gen Y shoppers (age 18-24) said they used their mobile phones for in-store shopping-related activities during the holiday season, compared with 33.2 % of Boomers (age 50-64). One-half (50.1%) of Gen X shoppers (age 35-49) said the same.
Mobile Phone Shopping Activities
As a means to access the Web for comparison-shopping, 21.4 % of Gen Y consumers used their mobile phones to compare prices during the holidays, compared with 11.9% of Gen X consumers and 8% of Boomers.
Some 13.6% of Gen X consumers used a mobile phone to access Web coupons or special offers while shopping, compared with 7.2% of Gen X consumers and only 2.1 % of Boomers.
Online Research Activity
Many consumers use the Internet before going shopping to look for ideas and compare product reviews and prices. Over one-half of consumers (55.9%) conducted research on home electronics before going shopping this holiday season, followed by 44.3% who researched books, and 44% who researched computers and peripheral devices.
Looking for great digital marketing data? MarketingProfs reviewed more than 200 research sources and selected 64 of the best to create the Digital Marketing Factbook?a 144-page compilation of data and 110 charts, covering email marketing, search engine marketing, and social media. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.
Shoppers in Search of Discounts
Shoppers sought more bargains in 2009: Only one-half reported being satisfied with the availability of coupons and discounts. Some 39% said they were willing to abandon purchases if coupons and discounts were unavailable.
In addition, US shoppers left an average of $105 unspent this past holiday season due to stores' limited merchandise, lack of availability of coupons and discounts, and inconsistent customer service.
Nearly 40% of consumers abandoned purchases altogether––a significant increase over 2008, when 20% said the same.
Interestingly, the majority of abandoned purchases could have been recovered had coupons or discounts been more readily available, including 54% of purchases in consumer electronics retailers, 46% in clothing stores, and 42% in auto-parts stores, Motorola said.
In-Store Emerging Technologies
Access to mobile in-store retail technologies makes for a better overall shopping experience: 59% of consumers report a better experience due to two-way radios, and 56% cite handheld mobile computers.
Asked which new technologies would improve the shopping experience, shoppers placed smart carts at the top of the list (69.2%), followed by electronic shelf labels (61.4%) and retail store associate tablets.
About the data: The Enterprise Mobility Solutions 2009 Retail Holiday Season Shopper Study was conducted by Motorola in collaboration with e-Rewards and TNS International. The study surveyed 4,534 shoppers (age 18 -65) from November 25 to December 20, 2009.
