With the holidays quickly approaching, AMP
recently conducted a Mobile Shopping Survey to get a pulse on consumers' likelihood to use their mobile devices for holiday shopping and to better understand key motivators for mobile shopping adoption. The statistics "rang" loud and clear - chances are, "yule" be shopping on your mobile phone this holiday season.
Use of mobile to date for shopping:
- 42% of respondents have already used a mobile phone or mobile device to make a purchase
- Of those respondents, 53% have used a mobile phone or mobile device more frequently to purchase products in the last 6 months
- When it comes to features they use on their phone during mobile shopping, they most frequently use the Internet (97%), search engines (59%) and apps (34%)
Expected use of mobile for shopping this holiday season:
- 67% of respondents plan on using their mobile phone or mobile device to make a purchase during this year's holiday shopping season
- 67% also plan to use their mobile phone or mobile device to do research prior to purchasing products during this holiday season
- These are the top 5 categories that respondents are most likely to use their mobile phone or mobile device to browse/buy during this holiday season:
- Electronics (51%)
- Video games (35%)
- Children's toys & Apparel (both tied at 33%)
- Mobile phones/devices (31%)
- Restaurant gift certificates (29%)
So now that we've established that consumers will be shopping via mobile, what can you do to ensure you make the "nice" list? Start by ensuring that you have a mobile optimized version of your e-commerce site with intuitive checkout capabilities and secure payment integration. Consider developing a custom app if consumers can benefit from peer reviews, instructional videos or if your retail model lends itself to detailed product browsing. And think beyond the handset - how can your mobile strategy connect with consumers across non-traditional touch points. Take a look at two out-of-the-box examples of recent mobile shopping integration:
Tesco (South Korea)
Tesco created a virtual grocery store on a subway platform allowing consumers to use their phones to shop the shelves just like they would inside a Tesco store. Consumers could complete their order before boarding the train and have their groceries delivered to their front door after work. Check out a video case study.
Anyone shopping for a 2012 Altima or Sentra will now be able to use their iPhone, Android or BlackBerry to scan an on-vehicle QR code to gain access to detailed vehicle information including features, available add-ons, video/image galleries and offers. Consumers who don't enjoy the pesky sales pitch can now gain valuable information on their own device and revisit the content later on when comparison shopping. Learn more.
Interested in amping up your mobile holiday strategy? It's not too late! Email me at mjacobs (at) ampagency (dot) com to start the conversation.