Tag: mobile commerce trends

A recent Instart Logic survey has identified the reason behind certain m-commerce habits.

New research has provided a considerable amount of insight into the driving forces behind some of the most important consumer mobile shopping habits, providing a better understanding of what factors come into play when deciding where to spend money.

The research was conducted in the form of a survey by Instart Logic and was conducted in the U.S.

There were 2,000 American consumers who participated in the survey and shared their mobile shopping habits in order to make it possible to better understand what was driving them. The research indicated that consumer confidence in a given brand is heavily linked to the quality of an individual’s experience while taking part in mobile commerce. It was also determined that a clean site that is light and quick to load generates a better response from shoppers.

A large number of people are using their smartphones and mobile shopping features as a part of the choosing process.

The research findings stated that 62 percent of American adult consumers said that their mobile phones were used at some point in the complete shopping process, from discovery, to product research and even to actually buying the product. Among those who did use their mobile devices at some point in the shopping process, 77 percent said that they used m-commerce as a part of their initial research. Another 73 percent said their mobile devices were used for reading about product information and reviews.

Over three in every four shoppers indicated that using mobile commerce activities was helpful to their shopping success. Among them, 73 percent said they liked the convenience of shopping over mobile devices. Another 72 percent said it was appealing because it was always available.

More than half of the survey respondents said they would be making the same purchases over their smartphones that they would make from within a brick and mortar shop. Among them, 74 percent said that the deciding factor between mobile shopping and buying in person was the price they could find for the product they were seeking to purchase.

A growing number of shoppers are using smartphones to buy products they want during the holiday season.

According to Google, a rising number of consumers are choosing to skip the long Black Friday marathon shopping experiences for small bursts of mobile commerce purchasing through the use of their smartphones.

These m-commerce purchases occur in scattered moments over time instead of all at once as is the Black Friday tradition.

Google has labeled these little bursts of mobile commerce shopping as “micro-moments”. In its blog, the company predicted that “This holiday season, shopping ‘moments’ will replace shopping ‘marathons,’.”

Approximately 54 percent of shoppers who will be making purchases this holiday season have said that they plan to do some of their shopping on their smartphones during periods of free time, such as while they are eating breakfast in the morning or during their daily commute, said Google. This data was generated through an analysis conducted between that company and Ipsos MediaCT from a consumer survey on their holiday season shopping behaviors.

The research showed that people would rather use mobile commerce and are less likely to take marathon in-person trips.

Last year, Google observed a steady increase in mobile shopping throughout the length of the holiday season and noted a decrease in the number of spikes on the traditionally preferred shopping days such as Black Friday morning.

The company explained in its blog that “This type of shopping has lead to shorter, more purposeful mobile shopping sessions.” It also went on to say that “In fact, while shoppers now spend 7% less time in each mobile session, smartphone’s share of online shopping purchases has gone up 64% over the last year, and 30% of all online shopping purchases now happen on mobile phones.”

Ahead of the Thanksgiving weekend, approximately 61 percent of holiday shoppers will already begin researching the products that they are thinking about buying. That is an increase of 17 percent over last year, despite the fact that Thanksgiving fell very late in the season in 2014. That said, Google still pointed out that while shoppers may start researching early, most purchases will still happen later on in the holiday season.