An ongoing shopper behavior study conducted by The Integer Group® and M/A/R/C Research shows that in just 2 years, shoppers using mobile devices to make purchases has increased by 10 percent (from 25 percent in 2012). Increased mobile purchasing by Hispanics (+11 percent YOY), Asian-Americans (+10 percent YOY), and the 15–34 and 35–49 age brackets (+10 percent and +12 percent YOY, respectively) were largely responsible for this increase.
“Shoppers of all ages and demographics are using their mobile phones in stores and to make purchases. Marketers should consider not whether their target uses mobile, but how their target uses mobile,” said Craig Elston, SVP of Insight & Strategy at The Integer Group.
In addition to becoming more prevalent as a purchase channel, the use of mobile is expediting the shopping process. The study shows 15 percent of shoppers said that typically only a “couple of minutes” passed between discovering a product (on their mobile device) and purchase. Males were more likely than females (17 percent and 13 percent, respectively) to make these quick-turn purchases, and mobile-savvy Hispanics reported the shortest time mobile shopping (47 percent of purchases were made within a few hours of product discovery).
This acceleration of purchase is indicative of what shoppers look for when using their mobile devices in store or for purchase: information and convenience. In-store shoppers use their mobile devices to compare prices (39 percent) and look up product reviews (25 percent). This mirrors their priorities for shopping on their smartphones: spending as little as possible (55 percent) and finding the best-quality items (49 percent).
Additional findings from the Digital/Mobile issue of The Checkout include:
- 60 percent of shoppers have never purchased baby products online and say they never will.
- 47 percent of shoppers have never purchased food or beverage products online.
- Fewer than one in 10 shoppers will download a retailer’s app.
- Despite the fact that 34 percent of shoppers make a list on their mobile phones prior to shopping, only 8 percent of shoppers do so using a retailer’s list-making tool.
For more information on digital and mobile shopping behaviors, download the full study.
About The Integer Group
The Integer Group (www.integer.com) is one of the world’s largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, North and South America. Join the conversation on shopping culture and brand strategy at www.shopperculture.com.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.