At least so far, use of mobile devices to "pay for purchases" remains a less frequent activity than using devices to compare prices or check product reviews, as you might expect at this point in the development of a range of mobile commerce, mobile advertising and mobile operations options for retailers and consumers.
When asked whether they have used a mobile to compare prices and look at product reviews while out shopping, 61 percent of U.S. respondents 18 to 34 and 51 percent of U.K. respondents reported they had done so.
But there are key age differences. Only a minority of shoppers in older age group brackets said they had done so, Econsultancy reports.
The results also suggest the importance of mobiles when shoppers are out and about. When asked what they would do if a particular store did not have what they were looking for, 45 percent of U.K. respondents and 46 percent of U.S. respondents indicated they would try and find the item at another store.
Some 32 percent of U.K. respondents would go home and then search online, while 32 percent of U.S. respondents would do the same. About five percent of U.K. respondents would use their mobile device to try and find the item, while eight percent of U.S. respondents said they would try that approach.
Shoppers are turning to their phones for price comparison and reviews while out shopping, according to the survey. The survey found half of U.S. shoppers have used their mobile to compare a price or read a review when out shopping, along with 43 percent of U.K. shoppers.
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