Four-fifths of smartphone owners have surfed ecommerce websites on their devices, according to a new study.
Four-fifths of smartphone owners have surfed ecommerce websites on their devices, according to a new study.
The report, compiled by the Internet Advertising Bureau (IAB), also suggested that more than half have done so whilst in a high street shop. This is the second annual Mobile Shoppers survey completed by the non-profit organisation and it shows the popularity of m-commerce amongst shoppers.
The proportion of consumers owning a smartphone has grown since the last edition, with an estimated 68 per cent of Americans now owning a web-enabled mobile device. These results highlight the importance of retailers having an internet merchant account that is mobile friendly.
According to econsultancy.com, the main reason a consumer uses their smartphone in a shop is to share news of a purchase with friends. However, the second most popular motive was to check competitor prices. This suggests that brands with an eye-catching mobile website could steal a customer from their rivals right at the final hurdle.
Anna Bager, who is vice president at the IAB’s Mobile Marketing Centre of Excellence, agreed that a mobile-friendly website is key for all retailers.
“Identifying mobile shoppers and delivering relevant consumer messages to them on the go, as they shop, represents a key opportunity for brand marketers,” she told rbr.com.
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