shopperSight News : Issue No. 69 2012-10-24

MOBILE SHOPPERS AREN'T THE SAME AS TRADITIONAL SHOPPERS

Mobile shoppers and traditional shoppers, those who prefer to shop in physical stores, aren't as similar as one might think. For example, according to research conducted by mobile ad network Greystripe, mobile shoppers tend to be more vocal about the brands and products they buy than are traditional shoppers. Of the mobile shoppers who participated in the survey, almost half (49%) said they routinely write reviews about their product experiences, while less than a third (31%) of traditional shoppers do the same.

In addition, as reported in Online Media Daily, there were other differences between mobile shoppers and traditional shoppers. The Greystripe study found that mobile shoppers are more likely (31%) to visit a brand's Web site or app first when looking for product information than in-store shoppers (24%). Also, mobile shoppers are less likely to redeem retailer coupons than are traditional shoppers (71% versus 94%) and value "ease of use" more when buying a product. Mobile shoppers are equally likely to shop using the mobile web (49%), as they are to use apps (51%).

However, in terms of m-commerce, mobile and traditional shoppers like similar things. More than half (52%) of mobile and traditional shoppers say they have purchased content like movies and music on their devices, making entertainment the top m-commerce category among survey participants. Behind digital products were clothing/accessories (37%), tickets (35%), and daily deals and gift certificates, both at 34%, according to comScore.

WHAT DOES IT MEAN TO ME?

The fact that mobile and traditional shoppers show distinct profiles means that any marketing plan needs to take into account your target audience's shopping preferences. If you are trying to spur purchase among mobile shoppers, for instance, put a priority on making it easy rather than on offering a coupon as you would for a traditional shopper. It makes sense that shoppers who are more comfortable with technology would be more likely to share their opinions via the Internet and explore brands' web sites. So, mobile shoppers may represent a disproportionate share of the opinions about your brand or product online, which is all the more reason to be sure mobile shoppers are treated extremely well, including making mobile operations smooth and accessible. Mobile shoppers can do wonders for your brand, if you treat them right.