Mobile shopping "warriors" (hyper-connected individuals) and mobile shopping "warrior wannabes" (moderately connected individuals) will account for 28 percent or $127 billion of the $447 billion the National Retail Federation (NRF) predicts U.S. consumers will spend this holiday season, according to a survey. M-commerce and sm-commerce are giving consumers greater advantage as they engage retailers on their own terms -- even inside the store -- within arm's reach of merchandise at the moment of their buying decision.
Mobile shopping warriors and wannabes represent the vanguard for the new age of m-commerce and, of particular interest, results suggest that the early maturity adult audience is an important part of this vanguard. Adults aged 25 to 44 years comprised nearly two-thirds of the mobile shopping warrior group while they comprised slightly less than half of consumers surveyed. In addition, adults aged 45 to 54 years were the most inclined to use their mobile information advantage; for example, asking for a better price to match one they find on their mobile device while in the store.
For retailers, the impact of mobile shopping warriors will be significant this holiday season as the survey reveals, across the board, retailers' m-commerce competence greatly influences consumer perceptions about the brand. Further, an easy-to-use mobile website significantly influences consumers, across all age groups, on where to shop this holiday season. Results also suggest that while the influence of social media outlets on buying decisions is growing, retailers continue to serve as the most important source of information on which consumers make their final purchase decisions. As such, retailers who have met the critical need for consumer-generated Web site content and easy-to-use product information will have the advantage this holiday season.
Other key findings:
More than one third of smartphone-carrying consumers (who represent 24 percent of all U.S. consumers) are ready to use their mobile devices in ways that transform how they shop everywhere and, in particular, how they shop in retail stores. New behaviors facilitated by mobility, all of which can take place in stores, include searching for price and product information, checking merchandise availability, and comparing prices at nearby stores, browsing product reviews, and purchasing goods. Consumers using multiple channels sequentially as they move from Web to store will give way to concurrent omnichannel behaviors as consumers bring their comfortable use of m-commerce with them into the store. These new behaviors will exert pressures that weaken the store's immediate influence on purchase decisions "at the shelf." In general, social media doesn't have widespread influence on shopping decisions but friends influence one another's shopping behavior on social networks and sites that have earned consumer trust will influence this behavior as well.
Comment from Greg Girard, program director, Retail Merchandise Strategies at IDC Retail Insights: MSM-commerce introduces a new consumer shopping model which changes how consumers shop, not simply when and where they shop, as e-commerce has already enabled. It is clear that MSM-commerce already has an influence on consumers' perception of brand value and their shopping intentions. We believe the retailers with superior mobile and social media commerce strategies in place will have a decided advantage. Consumers' increased comfort with using their smartphones to go online anywhere combined with their plans to use them more in the 2010 holiday season signals the beginning of a significant shift away from the capacity of the store channel to hold sway over consumers as they move to a purchase decision.
About the survey: The survey by IDC Retail Insights was designed to explore how consumers' growing comfort with mobile commerce (m-commerce) and social media commerce (sm-commerce) will play out in the 2010 holiday shopping season. IDC surveyed more than 1000 U.S. consumers aged 19 years and older in September 2010 to determine how consumers will use MSM-commerce as they shop during the 2010 holiday season. The income and demographic profiles of this sample are in line with the overall profile of the U.S. consumer population. About 73 percent of those surveyed are members of Facebook or other social networks and 68 percent own smartphones.Survey results will be available in a new IDC Retail Insights report, Outlook for Mobile and Social Media Commerce in the 2010 Holiday Shopping Season, to be published in early December.
Contact: http://idc-insights-community.com/retail
Showing posts with label Mobile shopping. Show all posts
Showing posts with label Mobile shopping. Show all posts
Tuesday, November 23, 2010
Thursday, November 11, 2010
More Than Half Of U.S. Consumers Plan To Use Their Mobile Phone For Holiday Shopping
Fifty-nine percent of mobile consumers plan to use their mobile phone for holiday shopping and planning holiday celebrations, not including making phone calls, according to a survey. Nearly 25 percent of all mobile consumers said they were using their mobile phone more for holiday shopping and celebrating this holiday season, compared with the 2009 season.
The new survey identifies ways that brands and marketers should respond to trends among the 59 percent of mobile consumers intending to use their mobile phones for holiday shopping and celebration planning, aka "mobile holiday shoppers". This holiday season, for example, 64 percent of mobile holiday shoppers expect to use their mobile phone before going to a store, and 12 percent anticipate using their device to respond to a TV, billboard or newspaper ad.
The survey's other key findings include:
-- Asians, Hispanics and adults ages 25-34 are the demographic groups most likely to use their phone to a great extent for holiday shopping and celebration planning.
-- Thirteen percent of mobile holiday shoppers expect to use their phone to purchase or pay for gifts (13%).
-- Searching for locations where a gift is sold, and comparing prices, are the two most common holiday-related tasks that mobile holiday shoppers anticipate using their mobile phone for.
-- Movies, music, consumer electronics and books are the top gift types that mobile holiday shoppers thought would be helpful to shop for using a mobile phone.
-- Among mobile holiday shoppers, Hispanics and Asians were more likely to think that toys or games would be helpful to shop for with a mobile phone.
Comment from Peter A. Johnson, vice president of market intelligence, MMA: U.S. consumers increasingly view their mobile phone as their go-to device for shopping and managing their lives, and this survey shows how that trend will play out this holiday season. Marketers, brands and merchants that ignore or underestimate this trend risk missing out on a powerful new opportunity for reaching and serving virtually every demographic group. The good news is that the October 2010 U.S. Mobile Consumer Briefing provides a wealth of insights that they can apply when developing and executing their 2010 holiday strategies.
Comment from Jacqueline Rosales, EVP, Business Development & Client Service, Luth Research: Holiday shoppers are always in a time crunch, and in this economy, they're in a budget crunch, too. Both of these factors have them relying on their mobile phone more than ever as a tool for finding bargains, the right gift and the quickest way to get to a particular merchant. This dependence makes the mobile channel a highly effective way for brands, marketers and merchants to reach consumers this holiday shopping season, including by mobile-enabling campaigns that involve traditional media.
About the survey: The Mobile Marketing Association and its research partner, Luth Research conducted the October 2010 U.S. Mobile Consumer Briefing, a monthly survey of U.S. adult mobile phone users (mobile consumers) about their mobile marketing behaviors and opinions. Based on Luth Research's online panel, SurveySavvy, each MMA U.S. Mobile Consumer Briefing collects answers from a demographically representative sample of more than 1,000 U.S. adult consumers. Conducted October 15-21, the survey asked mobile phone users the following questions about their usage of their mobile phone regarding their upcoming holiday shopping and planning of holiday celebrations.
Contact: http://www.mmaglobal.com
The new survey identifies ways that brands and marketers should respond to trends among the 59 percent of mobile consumers intending to use their mobile phones for holiday shopping and celebration planning, aka "mobile holiday shoppers". This holiday season, for example, 64 percent of mobile holiday shoppers expect to use their mobile phone before going to a store, and 12 percent anticipate using their device to respond to a TV, billboard or newspaper ad.
The survey's other key findings include:
-- Asians, Hispanics and adults ages 25-34 are the demographic groups most likely to use their phone to a great extent for holiday shopping and celebration planning.
-- Thirteen percent of mobile holiday shoppers expect to use their phone to purchase or pay for gifts (13%).
-- Searching for locations where a gift is sold, and comparing prices, are the two most common holiday-related tasks that mobile holiday shoppers anticipate using their mobile phone for.
-- Movies, music, consumer electronics and books are the top gift types that mobile holiday shoppers thought would be helpful to shop for using a mobile phone.
-- Among mobile holiday shoppers, Hispanics and Asians were more likely to think that toys or games would be helpful to shop for with a mobile phone.
Comment from Peter A. Johnson, vice president of market intelligence, MMA: U.S. consumers increasingly view their mobile phone as their go-to device for shopping and managing their lives, and this survey shows how that trend will play out this holiday season. Marketers, brands and merchants that ignore or underestimate this trend risk missing out on a powerful new opportunity for reaching and serving virtually every demographic group. The good news is that the October 2010 U.S. Mobile Consumer Briefing provides a wealth of insights that they can apply when developing and executing their 2010 holiday strategies.
Comment from Jacqueline Rosales, EVP, Business Development & Client Service, Luth Research: Holiday shoppers are always in a time crunch, and in this economy, they're in a budget crunch, too. Both of these factors have them relying on their mobile phone more than ever as a tool for finding bargains, the right gift and the quickest way to get to a particular merchant. This dependence makes the mobile channel a highly effective way for brands, marketers and merchants to reach consumers this holiday shopping season, including by mobile-enabling campaigns that involve traditional media.
About the survey: The Mobile Marketing Association and its research partner, Luth Research conducted the October 2010 U.S. Mobile Consumer Briefing, a monthly survey of U.S. adult mobile phone users (mobile consumers) about their mobile marketing behaviors and opinions. Based on Luth Research's online panel, SurveySavvy, each MMA U.S. Mobile Consumer Briefing collects answers from a demographically representative sample of more than 1,000 U.S. adult consumers. Conducted October 15-21, the survey asked mobile phone users the following questions about their usage of their mobile phone regarding their upcoming holiday shopping and planning of holiday celebrations.
Contact: http://www.mmaglobal.com
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