Majority of Shoppers Using Cell Phones to Research Purchases

A majority of consumers used their mobile phones for comparison shopping, product reviews, and discounts when buying products in-store, according to a recent Motorola research study.

The poll of 4,500 shoppers in 11 countries through the holiday season revealed that 51% of consumers relied on their mobile phones to make an informed buying decision and hunt for online coupons. Among consumers aged 18 to 34, that number increased to 64%.

“By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers. Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive,” said Frank Riso, senior director of retail solutions, Motorola Enterprise Mobility Solutions.

Customers Demand More
With customers on tighter budgets than previous years, their standards increased, Motorola reported. Forty percent of shoppers claimed they abandoned a purchase if the item selection was limited, customer service was lacking, or coupons or discounts were not readily available, up from 20% in 2008. Each lost customer cost the business an average of $109. That said, a majority of consumers, including 54% of those in the market for consumer electronics would reconsider if coupons or discounts were offered, either online or off.

In addition, consumers reported a more satisfying shopping experience if store employees were connected via two-way radio or mobile device, 59% to 56% respectively.

Source: Motorola