Know your consumer: mobile rules
Businesses are finding more value than ever in mobile consumers these days, and for more than the obvious reasons. But with more engaged consumers comes more responsibility for businesses to ensure they retain them.
M-commerce users are more likely to do research on a product or service, purchase it online and share reviews online later on. They also tend to be less sensitive to a product’s cost and more influential via their online feedback.
49% of consumers polled by Greystripe said they were more likely to write a review online, and 51% said the easier something was to purchase, they more likely they would buy. 54% said they actively used their device while in a store to help make a decision.
This high degree of mobile engagement creates many opportunities, such as mobile coupons and full-screen mobile ads, but it also emphasizes the need to make the process as easy for consumers on their devices as possible.
Motorola Solutions recently surveyed a group of businesses, with more than half said they were planning on having in-store Wi-Fi, mobile shopping and/or the ability to buy on a device and pick up in-store within the next five years.
The reasoning varied, whether it be to keep up with competition or to increase their inventory choices, but most importantly to cater to their customers. 30% of M-commerce users polled indicated they wanted the ability to order on their phone and pick up the same day at a business’ location.
The bottom line is consumers are savvier than ever these days thanks to the mobile revolution, and it’s up to businesses to keep up.
Sources: eMarketer | Mobile Commerce Daily
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