Why Consumers Use Smartphones
We’ve probably seen the headlines about mobile-friendly websites. Mobile search is on the uptrend, with greater emphasis on how consumers access brands while on the go. Some companies gear mobile shopping apps to youthful audience segments, but you could be leaving out a big part of your audience. Let’s look at a recent mobile shopping survey and what it means for business.
Smartphone Usage Survey
According to a survey conducted by Thrive Analytics, 69 percent of seniors age 54 and above use smartphones sometimes when shopping. For the group aged 44 to 53, smartphones come into play 81 percent of the time, which is very close to the 91 to 97 percent figure for younger generations. Obviously, businesses must target all age groups with mobile apps and websites. However, it’s also important to understand how consumers use smartphones when shopping. Key Takeaway: Smartphone usage and mobile search isn’t specific to one age group. The sales process is now more complex; consumers are savvy because research via mobile device has become easier and more mainstream.
Mobile Shopping for Best Deals
Individuals in every age group overwhelmingly stated that they used mobile shopping to get a good deal. Over half of all users in the mobile shopping survey said they searched on their phone while in a retail store to find a coupon or compare prices from another store or site. Users may also read product reviews and statistics to make more informed purchasing decisions. Key Takeaway: There’s more pressure on traditional retailers to compete with Internet pricing. Yet price isn’t everything. There’s opportunity to promote convenience (read: immediate gratification) that may sway buyers to close the deal.
Why is Mobile Use Important to Businesses?
Over 60 percent of young people and Gen X adults leave a business to make a purchase elsewhere if mobile shopping leads them to do so. For older generations, the numbers are a bit less. But between 37 and 43 percent of users are willing to go somewhere else for better products, services, or deals. The bottom line for businesses is that getting individuals in the door isn’t enough. You have to work harder to provide competitive pricing and solid service so customers will stay and make a purchase. That doesn’t mean you have to offer the lowest price, especially if doing so would mean losing money. But you do need to offer the customer enough immediate value to keep them from walking out the door. Key Takeaway: Quality, value and service can still provide a competitive edge for your target audience. Did any of the statistics from this mobile shopping survey surprise you?
How can we help?
Is your website mobile and wearable tech friendly? Not sure how to dig into your Analytics to find nuggets about your readers’ behavior? We are the spectrum group, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss how to leverage customer testimonials. Contact Us Today »