CEA: Mobile devices influence shopping behavior
ARLINGTON, Va. — More than half (58%) of shoppers who use mobile devices, such as smartphones and tablets, indicate that they prefer to look up information on their devices while shopping, rather than talk to store employees — especially among men and shoppers between the ages of 25 to 44 — according to a new report released Tuesday by the Consumer Electronics Association. Additionally, nearly two-thirds (62%) of mobile shoppers indicate that they perceive the information they gather via their mobile device as more beneficial than the information available in-store via product displays or sales literature.
“Mobile devices have significantly shifted consumers’ shopping behavior,” said Steve Koenig, director of industry analysis, CEA. “Retailers are increasingly focusing on delivering a complete consumer shopping experience, and mobile devices are now a vital piece of that puzzle.”
Mobile shoppers most often use their mobile devices for assistance when shopping for electronics (60%) than any other product type. Following electronics, mobile shoppers most frequently use their devices while shopping in physical retail stores for groceries (55%), apparel (47%), shoes (45%) and health and beauty products (39%).
Among those who turn to mobile devices for additional product information while shopping include: seven in 10 conduct a general Internet search (69%, while half visit a store-specific website (52%), use a store-specific app (47%) or visit a manufacturer-specific website (46%).
Mobile shoppers indicated that they are concerned about privacy (61%) and security (58%) when using their devices while shopping in-store.
At the same time, they see the benefit of having a relationship with retailers as 81% of mobile shoppers indicate that they would be willing to share some form of personal data with retailers in exchange for benefits in return. Current GPS location information (48%) is the most common type of data mobile shoppers are willing to share, followed by user profile information (46%) and personal contact information (40%).
“In a very short amount of time, a majority of Americans now own mobile devices and just as quickly, those mobile devices have become the viewfinders of Americans' digital lives,” commented Shawn DuBravac, chief economist, CEA and author of CEA’s soon-to-be released book "Digital Destiny: How the New Age of Data Will Transform the Way We Work, Live, and Communicate." “We are now seeing this trend influence shopping habits, especially among tech purchases. Retailers are beginning to respond to consumers’ shifting habits, and that is especially true this holiday shopping season with increased focus on retailer apps.”