Consumers Rely on Mobile During Path to Purchase
Retailers obsess about the level of showrooming that might be going on in their stores as a result of the mobile device revolution. This kind of obsession could be short-sighted. New Millward Brown research suggests that mobile-enabled consumers spend a lot more time visiting retailers than other consumers, both in and out of the store, and each mobile-enabled visit can be a touch point and serve to influence a sale.
About 60% of surveyed consumers are currently researching on their mobile devices at home. While about 36% of smartphone users research at home, only 15% actually do so in a store. Consumers like using mobile resources to look up product information during the pre-purchase discovery process with 40% doing so. The Millward Brown study shows that online-only consumers are likely make 8.7 retail site visits while they research and consider a purchase. Consumers who use only a PC, make 4.5 online site visits. Multi-channel shoppers with mobile devices look at more sites (4.2) than consumers with just a PC (1.5). These numbers average out to 6 mobile visits and provide retailers with multiple opportunities to influence a sale.
Marketers should ensure that they are present in a variety of online channels as smartphone users connect with them at the following points during their research process:
- Search engines 45%
- Retail sites 39%
- Social sites 23%
- Coupons site 23%
- Brand sites 18%
Stephen DiMarco, Chief Marketing Officer and Chief Client Officer at Millward Brown Digital, notes that “mobile is simultaneously a top-priority and a blind spot for virtually everyone in the marketing ecosystem.”
Based on this report, it seems that focus, going forward, should be on how to optimize a presence in mobile, instead of simply worrying about showrooming. What steps have you been taking to help your clients go mobile?