Mobile devices are expected to play an increasingly more important role in both online and in-store purchases as more consumers turn to their wireless devices for news and purchase information. This trend will have a significant impact on upcoming Black Friday and Cyber Monday sales, if past activities are an indication.
Right now, nearly half of all U.S. adults have access to mobile internet, according to a recent study from the Pew Research Center's Project for Excellence in Journalism (PEJ). The increased adaptation of mobile devices and mobile connectivity has played an instrumental role in influencing consumer habits, the report went on to say. According to a report issued by the Federal Reserve, 19% of U.S. consumers compare prices on their mobile devices and 16% view product reviews when shopping.
Most likely, this is a development that has evolved from traditional comparison-online-shopping. Thus, as more consumers get access to mobile internet plans, they are able to take the pertinent online shopping information on the go and even in stores while buying products
More and more people are turning to their mobile devices for product information and finding deals on Black Friday and Cyber Monday as more people rely on their mobile devices to research and compare possible tech purchases, say the experts. Last year, mobile Black Friday sales increased from 3.2% in 2010 to 9.8% of total online spending in 2011, according to figures released last November by IBM Corp.
The most popular devices used for mobile shopping were the Apple iPhone and iPad, with 5.4% and 4.8%, respectively), while Android devices came in third with 4.1% of the mobile shopping activity. Users of Apple?s iPad were also revealed as the most likely to pull the trigger on an online buy, with 4.6% compared with 2.8% for all mobile devices, notes the IBM research.
More than 50 million people visited online shopping sites last year looking for deals on Black Friday with sales growing 26% over Black Friday 201, according to comScore, which tracks digital metrics . Thanksgiving Day online shopping also spiked 18 percent over the previous year (2010).
Not only are more consumers looking for information in-store, but the information they are receiving often influences their purchasing patterns. After comparing prices, 65% of consumers said that they changed where they made the purchase and 77% of consumers reported that they changed what they purchased as a direct result of reading product reviews while in the store, notes the Pew study.
As more consumers begin to use their mobile devices while shopping, it is likely that these trends will continue to develop. With consumers having a greater wealth of information at their disposal, it is logical that they will go where the best products and prices are provided. In the same light, retailers will likely take notice of this trend and look to interact with consumers through their mobile devices as well.
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