Marketing to Women: Smartphone Most Important Shopping Tool
July 22, 2012 § 2 Comments
I was telling a friend the other day that the favorite thing in my purse is my wallet that holds money, my credit cards and my iPhone. Because currently those are the tools that we need for shopping. The smartphone is really the new influencer in the purchase. Some 100 million smartphone users are now in existence. A new study from Empathica reports that 55% of smartphone owners say they use their mobile devices to check prices while they are shopping. And 27% look at reviews before heading to the checkout aisle. In fact, 9% even take the time out to write a review before they leave the store.
Price comparisons are the most frequent in-store mobile activity — with 55 percent of smartphone owners reporting that they have used their devices to check prices while shopping. Other popular mobile actions include scanning a QR code (34%) and writing a review (9%).
Even the 10% of shoppers who don’t own a smartphone have looked for online information while in a store, and those retailers who allow shoppers online instore might have an advantage.
The Empathica Consumer Insights Panel also showed that social media as an important tool in decision-making. Nearly three-quarters of consumers use Facebook to make retail or restaurant decisions, while half of consumers have tried a new brand due to a social media recommendation.
No doubt in the future, I won’t even need the credit cards or the money. My smartphone will do it all!
Here is a handy infographic from Empathica that portrays their new information: