By Andy Penfold, MobileMarketingMagazine.com
Half of all smartphone users use their device to shop, according to a
new study conducted by market research company eDigitalResearch
and eBusiness consultancy Portaltech.
According to the survey, 11 per cent of smartphone shoppers use their
device for shopping on a weekly basis, while 28 per cent report that
they use their smartphone to look up product information on a regular
basis.
Chris Russell, Director at eDigitalResearch, says: "This second study
reinforces what our previous results have shown - that the dramatic
increase in smartphone use is fundamentally affecting consumer
behaviour. We are entering into an age of 'MEcommerce'; a shopping
revolution where the consumer now has the power to dictate to retailers
where, when and how they want to shop and interact."
The study also served to map how consumer expectations of the mobile
web has changed as people get more used to the platform. 31 per cent of
users now say that quick browsing should be an essential feature of
mobile websites, compared with just 20 per cent who said the same last
June.
"security", "fast loading images", "zoom functions" and a "professional
looking site". Rachel Wilkinson, head of brand and retail at Portaltech,
says: "I hope this research reassures reluctant retailers that mobile
is not a flash in the pan, but a rapidly increasing channel that should
be integrated into wider marketing, social and commercial strategies.
"Mobile is unique in that it is the most portable and accessible
channel to a consumer - you are literally in the palm of your customer's
hands and this level of accessibility 24/7 allows retailers to deliver
messaging, marketing or unique experiences in a totally different way
from any other channel."
You can download full details fo the study here.
Source: http://www.mobilemarketingmagazine.com
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