More and more consumers are accessing data on their mobile devices to find out about products before buying them in store, according to new research by Delloite Digital.
The news is a mixed bag for online retailers, who must compete with bricks and mortar stores for search engine hits, but who will be encouraged by the extra browsing activity that mobile devices are beginning to encourage.
The research found that almost half (46%) of UK smartphone owners have used their device to research product information before or during a shopping trip.
Meanwhile six per cent of in-store retail sales will be influenced by smartphone use, equivalent to £15.2bn of sales per year. This is almost double the value of direct purchases made through mobile, which Deloitte puts at £8bn in 2012.
“News that such a large amount of sales are being made in store as a result of the mobile channel is proof that smartphones should be central to every retailer’s marketing strategy,” said Mark Haviland, managing director of Rakuten LinkShare UK.
“The fact that nearly half of all smartphone users use their device to research products when shopping shows that today’s shopper is hungry for information; consumers are using 3G and in-store wi-fi and are habitually comparing prices and products using their smartphones.
“Shoppers are taking time to mull over purchases, so a mobile presence is vital for retailers to be considered at this ‘research’ stage of the purchasing journey.
The research also found that almost three-quarters (74%) of UK shoppers that visited a retailer’s mobile website or app during their most recent shopping trip made a purchase.
“In our own network we carry out mobile testing so that retailers who work with us can track sales made through the mobile channel,” added Mark Haviland.
“We have noticed that progressive brands are investigating and developing in-store mobile solutions for their customers, and there are a growing number of interesting partners within the affiliate space that can help these brands re-double their progress.
“Mobile is now equally integral to both the online and offline shopping experience and with Christmas on the horizon investing in a mobile campaign will be extremely worthwhile.”
Speak Your Mind