While 89% of all online retail purchases are still made on PC or laptop, mobile is playing an ever increasing role in the shopping journey, according to new research.
The study, from VoucherCodes.co.uk and the Centre for Retail Research (CRR) shows that smartphones and tablets are now used for one-third of purposes in the purchase journey, with 20% of consumers shopping on their smartphones regularly and 14% using this as their primary shopping device.
Key findings:
• PC accounts for 89% of purchases, but mobile playing an increasing role in shopping journey
• Smartphones and tablets are now used for one-third of purposes in the purchase journey
• Mobile in-transit key opportunity: 16% of consumers researching and browsing on commute home
• Intent to spend increases for those shoppers en-route to the high street
The VoucherCodes.co.uk study revealed that mobile is now a key tool for discovery and research purposes among shoppers. Almost half (46%) of consumers research purchases and read reviews, and around two fifths browse online stores and products (43%) and make price comparisons (38%).
Mobile in-transit was also shown to be a significant untapped opportunity for retailers looking to win sales. While only one in ten (11%) make transactions while travelling to work, two-thirds of these customers spend between £10 and £200. On their way home, 16% of consumers will research specific products, browse social media or online stores for inspiration.
Intent to spend increases for those shoppers en-route to the high street as they shift from passive discovery mode on the normal commute to a more engaged research state. 16% of shoppers will research vouchers and discount codes before purchase, 15% will make price comparisons before purchase and one fifth (20%) will read product reviews.
Claire Davenport, Managing Director, VoucherCodes.co.uk comments: “The ‘always-on’ mentality of today’s shopper means they are passively engaging in shopping at various points of their day. In particular, there’s a clear opportunity for retailers to spark a decision to purchase among customers who are travelling to a shopping destination.
With bad connection on mobile posing the main issue for 68% of shoppers, and technical issues a problem for more than half (54%), retailers should be slimming down mobile content and improving load times to drive purchases. By promoting sales and offers and providing effective, easy-to-find store information on mobile, retailers can cut through the competition and connect with consumers as they prepare to hit the high street.”
Two in five shoppers (40%) had used their mobile phones for shopping purposes whilst in physical stores in the last three months, demonstrating today’s ‘always on’ shopping mentality. The most common smartphone uses when out shopping were killing time, waiting for friends, family or a partner (89%), finding out more about a product (56%) and purchasing goods (43%).
One-third (33%) of shoppers had used their mobile in-store to get discount voucher codes and 15% had used mobile applications to find the most relevant products. Almost a quarter (21%) also claimed that vouchers for discounts delivered to their smartphones would drive them into a store they weren’t planning to visit.
This increased mobile shopping activity means that improved mobile offerings also stand to benefit eCommerce sales for retailers overall. Those comfortable using their smartphone as part of their shopping journey make 4.5 more online transactions and spending £238.56 more in a three month period (£668.82 compared to £430.26) than non-mobile shoppers.
Claire Davenport, Managing Director, VoucherCodes.co.uk continues: “Shoppers are using their phones even while in stores or on the high street, to further inform their purchase or help them get the best deal. This signals to retailers the true multi-channel nature of shopping – there are opportunities for engagement when people are simply going about their day, on their way to purchase, even once they’re on the high street.
It no longer stops at getting them in-store, now retailers need to think about how to get continued engagement with customers throughout the entire shopping journey. With 62 % of UK consumers planning to shop more on their mobiles this year, it’s now more important than ever for retailers to join the dots between consumer touch points.”