Smartphones dominate pre-purchase activities in shops: report

Reseach by Google and MARC finds 84 per cent of shoppers use their smartphone to help make purchases while in-store, and prefer search over apps

New research undertaken by Google has found 84 per cent of shoppers use their smartphone to help make purchases while in-store, marking a significant shift in pre-shopping behaviour.

The new Mobile In-Store Research: How in-store shoppers are using mobile devices</i>, which was conducted by Google Shopper Marketing Agency Council and MARC Research, reported 79 per cent of smartphone owners are smartphone shoppers, with 82 per cent using search engines to make purchase decisions while physically in a store.

Pre-shopping activities dominated usage for 90 per cent of smartphone shoppers. Just over 50 per cent of those using phones while shopping are doing price comparisons, followed by finding offers and promotions (39 per cent), finding locations of other stores (36 per cent) and finding hours (35 per cent).

Mobile sites are also preferred over apps by 65 per cent of the survey respondents.

The more mobile the shoppers are, the more they buy too. Google pointed out the median basket size for appliances jumps from US$250 to $350 when it comes to frequent smartphone shoppers. Appliances and groceries lead the list of product segments followed by baby care, electronics and household care.

“While many businesses might assume that smartphone use in-store drives shoppers to seek better prices elsewhere and order online, we found that the opposite was true,” Google product marketing manager of mobile ads, Adam Grunewald, said in a blog post. “We compared the in-store purchases of moderate and frequent smartphone users and found that basket sizes of frequent mobile shoppers were 25-50 per cent higher.

“Marketers shouldn’t shy away from the showrooming challenge, and should instead meet it head-on.”

Smartphone shoppers are defined as those using a smartphone to assist with shopping at least once a month, while frequent smartphone shoppers use their devices at least once a week. One in three shoppers will also use their smartphones instead of asking store employees.

Understanding this new retail behaviour opens up opportunities for brands to connect with customers in key consideration moments, Grunewald claimed. He cited a range of initiatives already being used such as QR codes that share more information about products via a smartphone, or apps with store maps and real-time inventory.

“Whatever tactics marketers choose, it’s clear smartphones are changing the in-store experience and that winning the key decision moments at the physical shelves means owning the digital shelves too.”

The report was based on surveys of 1,507 smartphone owners who use mobile devices for shopping and was undertaken in the last quarter of 2012. Google and MARC pre-empted this with a qualitative study in Q3, 2012.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in