Consumers Take Phones on Shopping Trips
Today, roughly 90 percent of Americans between 18 and 64
have a mobile phone. Roughly half of those are using their phones to shop,
according to research conducted by Arc Worldwide.
William Rosen, president
and CEO of Arc, told Reuters, “The idea
of a single path to purchase is dead. There are many paths to purchase, and
mobile technology is enabling people to shop in different ways, (and) take
different routes to a transaction, than we’ve ever seen before.”
using mobile to shop, as has been previously documented, are doing price comparisons,
reading reviews, downloading coupons and making purchases with their phones.
shoppers are broken down into heavy and light users. According to the study, “Heavies
are forever attached to their mobile device and love experimenting with new
apps. Lights are just the opposite, viewing their mobile as an inferior on-the-go
version of their computer, doing basic mobile shopping activities including,
looking up store hours and locations.”
Eighty percent of consumers who
use mobile devices to shop are considered light users.
“If these light mobile shoppers really start engaging and evolve into
heavier mobile shoppers, that’s going to increase the mobile shopping population
by 50 percent,” Molly Garris, digital strategy manager at Arc, told Reuters.
Rosen said retailers and brands need to develop their own mobile programs and
promote them in traditional media and stores.
“There is the risk of them (consumers) using someone else’s app and literally
getting snatched out of the aisle,” he said.
- Marketing to the Mobile Shopper – Arc Worldwide
- Marketing to the Mobile Shopper (report download) – SlideShare/Arc Worldwide
- Stores must reach out and touch more mobile users – Reuters
Discussion Questions: How long will it be before the highest percentage of mobile phone shoppers are classified as heavy users? What can retailers do to avoid having shoppers “snatched out of the aisle” by competitors via mobile technology?