6 out 10 consumers to visit retailer websites from mobiles

Published on 24 January 2011 by in Customer Service, Latest News

Mobile consumer report 600 300x294 6 out 10 consumers to visit retailer websites from mobilesThe ForeSee Results Report on Mobile Shopping (UK Edition) is recommended reading for any retailer. Published in January 2011 by Kevin Ertell, it reports that the ‘Explosion in mobile retail provides opportunities for retailers’. The research looked at the mobile shopping behaviour of nearly 10,000 visitors to the largest online retailing sites in the UK and concluded that:

“The use of mobile phones to access companies’ websites, mobile websites and applications for shopping purposes is increasing dramatically in both the U.K. and the U.S., indicating that any retailer who is not wholeheartedly embracing the mobile trend is leaving money on the table for competitors.”

This conclusion is substantiated by a number of key findings including the following key points:

  • 32% shoppers currently use mobile phones to access retailer websites and applications – a further 32% plan to do so
  • Almost 1 in 10 of web shoppers purchased via mobiles for the Christmas season – a fourfold increase on the previous year
  • Price comparisons, product specifications, product reviews and product alternatives were the primary reasons for accessing the websites and applications by mobile
  • Over two-thirds of mobile shoppers used their phones to access the retailer’s own website, while a quarter also looked at the sites of competitor retailers
  • Consumers who are highly satisfied with the mobile experience are 32% more likely to buy from that retailer online

These findings are driven in part by the rise in use of smartphones which the report predicts will “outpace feature phone use by the end of 2011″.  This important trend is something we’ve highlighted in many blog posts over the past year and is undoubtedly a major consideration for all retailers.

Copies of the report can be downloaded from the ForeSee Results website. The findings are very much in keeping with our own experience in the field, working with large organisations from a wide variety of backgrounds. All members of the numero team will be pleased to highlight how the numero software platform can easily and efficiently help organisations to interact with consumers by mobile and therefore take advantage of this critical trend.

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