Even though half of all mobile phone owners are mobile shoppers, they are not all equal. A very small group are actually driving the majority of mobile shopping. In fact, that group – dubbed “heavy mobile users”-- generate ten times more shopping than “light users.” See Retail's BIG Blog | Three tips for marketing to the mobile shopper
Heavy shoppers tend to do things like check store hours and addresses, use shopping apps weekly, and experiment with new mobile marketing technology in greater numbers and more frequently than other shoppers. They also skew younger, male and toward using the iPhone.
Light shoppers, by contrast, skew female and are more likely to use other devices such as Android and BlackBerry phones, according to an Arc Worldwide survey.
Heavy shoppers tend to do things like check store hours and addresses, use shopping apps weekly, and experiment with new mobile marketing technology in greater numbers and more frequently than other shoppers. They also skew younger, male and toward using the iPhone.
Light shoppers, by contrast, skew female and are more likely to use other devices such as Android and BlackBerry phones, according to an Arc Worldwide survey.
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