Apparel and Electronics Retailers to Up Mobile Marketing Spend

As marketers consider how much of their budget to shift to mobile, they’ll want to know which categories have been performing best. One way to determine this is to consider what consumers have been looking at and clicking on when they use their mobile devices. Spotzot has published its Mobile Shopping Index to help marketers gauge consumer interest in several major retail categories.

By studying consumer activity regarding offers and advertisements from major retailers, Spotzot analysts have measured shopper interest and intent. For purposes of this study, shopper interest includes consumer actions such as search, website views, and location-​based apps. Intent is based on clicks – such as clicking through to find a phone number, directions or coupons.

Electronic products are tops with respect to intent. While computers and office products ranked 6th overall in the Spotzot interest list, laptops and desktops scored 60% in terms of intent.  Tablets and other mobile devices also ranked high with an intent score of 31%. TVs were close behind at 27%. In the Health and Beauty category, 51% of mobile shoppers showed intent for health and wellness products.

In terms of consumer interest, Spotzot analysts say that the top products in order of declining importance are:

  •  Women’s shoes
  • Mobile and tablets
  • Face and skin care
  • Handbags
  • Laptops and desktop PCs

Retailers who are selling these products should be considering how much of their marketing budget to shift to mobile. As the holiday season gears up, consumers who can find a specific retailer, and perhaps a coupon, on their mobile devices as they are shopping for shoes and laptops, could drive a big increase in revenue.

[Source: Mobile Shopping Index. Spotzot​.com. 2012. Web. 30 Oct. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.