The vast majority of consumers have moved beyond making simple phone calls and sending text messages via their mobile device to having it become their personal research tool. In fact, according to a new survey from RetailMeNot.com and The Omnibus Company, almost 8 in 10 respondents reported using their mobile devices to do some sort of research online in the most recent month. More than half of consumers surveyed (54%) used their mobile device while buying something in the month prior to taking the survey in April 2013.
Deal-seeking behaviors have become the norm within the purchase cycle. One-third (33%) of consumers surveyed have conducted searches on a mobile device for coupons online, while over a quarter (26%) bought something in a physical store using a coupon found on a mobile device. Of those consumers who made purchases in-store using a digital coupon, 90% had done so in the last month.
Furthermore, relevant offers seemed to further incentivize consumers to buy. Over half of respondents (51%) indicated that they are more likely to enter a store and buy something if they receive a coupon on their mobile device while near that store. If the consumer received a coupon on their mobile device while already inside the store, more than 6 in 10 consumers (63%) indicated that they would be more likely to buy something.
"There's no doubt that today's consumers are more empowered than ever by smartphone technology, and retailers can recognize and enable those behaviors or lose business to competitors who understand the power of mobile marketing." says John Faith, senior vice president of external affairs for RetailMeNot, Inc.
Other stats of note from those surveyed include:
- 44% of 18- to 34-year-olds vs. 26% of respondents 35+ have searched for a coupon on the Internet with a mobile device. 39% percent of 18- to 34-year-olds (vs. 18% of older consumers) have actually bought something in a physical store with a coupon they found on a mobile device.
- More parents than non-parents report that they have searched for a coupon on the Internet with a mobile device (45% vs. 27%) and bought something in a physical store with a coupon they found on a mobile device (37% vs. 21%).
- Consumers who reported using their mobile device to search for something online in the past month:
- 94% of 18- to 34-year-olds vs. 65% of those who are 35+
- 89% of parents vs. 71% of non-parents
- Those who reported using their mobile device to buy something online in the past month:
- 61% of men vs. 48% of women
- 71% of 18- to 34-year-olds vs. 42% of those who are 35+
- 67% of parents vs. 46% of non-parents
- Consumers more likely to search for coupons on their mobile devices while in physical stores include:
- 46% of 18- to 34-year-olds vs. 30% of those who are 35+
- 46% of parents vs. 31% of non-parents
- 42% who are located in the Southern states vs. 34% in other regions
- Those more likely to buy something if they received a coupon for a store on their mobile device while nearby include:
- 63% of 18- to 34-year-olds vs. 43% of those who are 35+
- 64% of parents vs. 44% of non-parents
- 56% who are located in the Southern states vs. 49% of consumers in other regions