Tag: holiday mobile commerce

Increased mobile commerce expected once again this holiday season

This year’s RhythmOne study is aligning well with other predictions with regards to purchasing with smartphones.

For the last several years, mobile commerce trends have shown that smartphone owners are using their devices to an increasing degree with each new holiday shopping season and the results of a new RhythmOne study have revealed that this year will be no exception to that rule.

The majority of holiday shoppers intend to take part in mobile shopping activities this year, said the report.

In fact, the report on the study showed that 71.5 percent of holiday shoppers intend to take part in mobile commerce in at least some levels of the shopping process from browsing through to the actual purchase. The report labeled those consumers as “mobile holiday shoppers” as they intend to go online or use a mobile app on their smartphones in order to research, find, or purchase products as gifts.

This represents the 11th annual study of this nature conducted by RhythmOne and shows the largest mobile commerce influence.

Mobile Commerce Holiday Shopping to RiseAccording to the authors of the report, “Among mobile holiday shoppers, 40.9 percent will use a smartphone only, 40.0 percent will use both a smartphone and a tablet, and 19.1 percent will use a tablet only to research/shop for holiday products and gifts.” They also went on to underscore their discovery that throughout the holiday season, 60.4 percent of mobile shoppers between the ages of 18 and 34 years will use a smartphone as their exclusive device for shopping behaviors at this time of year.

As the company now has an 11 year history of building an understanding the holiday shopping habits of consumers, they feel quite strongly that their results provide important insight with regards to the path to purchase being taken by consumers. Marketers may be able to take advantage of this knowledge in order to best reach consumers at this busiest buying time of the year.

Another important point made by this mobile commerce research is that smartphones are being used to an increasing degree while customers are actually standing within a brick and mortar store. They are being consulted to help in decision making, to read reviews, check competitor prices and to see if coupons or other types of mobile discounts are available.

Mobile commerce is more appealing to 37 percent of American device users

American consumers feel that smartphone based shopping has a greater draw than the in-store experience.

According to the results of recent research that was conducted by Dynatrace – an app performance management firm formerly known as Compuware APM – 37 percent of American smartphone and tablet users see mobile commerce as a more appealing experience than actually going to a store’s physical location in order to make a purchase.

The research also found that many Americans will be choosing m-commerce for their holiday shopping.

In fact, among tablet owners, 42 percent said that they will be doing more of their holiday shopping this year over mobile commerce channels than they did last year at the same time. This makes it look as though this year – which was one that saw a considerable number of milestones in the mobile technology category – has the potential to break some records when it comes to sales over smartphone and tablet optimized websites and retail apps.

Among the respondents 37 percent said that they would do more shopping over mobile commerce than in store.

Mobile Commerce appealsThey indicated that they will be using m-commerce over smartphones and tablets more often throughout the holiday shopping season than they would be going into physical store locations in order to buy what they want.

The research involved the participation of 1,353 people in the United States who own smartphones and/or tablets. It was conducted by Harris Poll on behalf of Dynatrace in October. It found that even among the consumers who will be going to physical store locations, 25 percent will be making purchases over their mobile devices while standing inside the shops.

According to the Dynatrace director of omnichannel strategy, Erwan Paccard, mobile commerce has “transformed holiday commerce—in fact, retailers are at a tipping point, as they must perform for mobile users or perish at the hands of competitors.” He added that consumers are bringing their smartphones, and even tablets, into stores with them on an increasing basis and are “becoming virtual shopping assistants. And when users encounter poor-performing mobile sites and apps, they buy from competitors and broadcast their frustrations.” He pointed out that retailers that fail to cater to those consumers over the holiday season “do so at their own peril.”