Reston, VA—Shopping at your fingertips, via mobile devices, is expanding beyond early adopters and into the mainstream. So says comScore, Inc. a leader in measuring the digital world, in its new report comScore Mobile Retail Advisor that was released Wednesday.
The results show that 38% of smartphone owners have used their phone to make at least once purchase. While it doesn’t seem surprising that the most popular products purchased include digital goods, tickets and daily deals, clothing and accessories ranked right up there.
“Fueled by smartphone adoption, mobile is becoming a central part in the shopping funnel for many consumers,” said Mark Donovan, comScore senior vice president for mobile. “In September we saw two-thirds of all smartphone owners perform shopping activities on their phones, including comparing products and prices, searching for coupons, taking product pictures or locating a retail store. Considering there are currently 90 million smartphone owners in the U.S., retailers without a well-developed mobile strategy are not only missing a tremendous opportunity with these customers but also risk becoming obsolete in the minds of these digital omnivores.”
After Digital Content, Accessories/Apparel Purchases Prevail
Of those making purchases 37% purchased clothing or accessories directly from a retailer, exceeded only by the 47% who purchased digital content such as music, eBook, TV shows, movies etc.
While mobile phones can be used nearly anyplace these days, most consumers, 56%, tended to make purchases on their smartphones while at home. Another 42% made purchases while out of home (at restaurants, parks, etc) or at work, with 37% saying they made purchases while traveling or commuting.
Slightly more than one in three purchasers used their smartphone to make a purchase while in a store, “highlighting the increasingly important role mobile is playing in consumers’ brick and mortar retail experience, especially as a tool for real-time price and product comparisons,” comScore said.
The fact that accessories ranked so high could indicate that those retailers who sell them are doing a better job of engaging consumers. For instance, Foresee,
a customer experience analytics firm, reported last week that consumer satisfaction on Cyber Monday was 72.7 on a 100-point scale, lower than the 73.3 over the Thanksgiving holiday weekend and lower than it was last year on Cyber Monday at 73.1.
“Websites that sell apparel, accessories, and shoes provided the most satisfying experiences for holiday shoppers this year, while websites selling computers, electronics, and mobile phone accessories offered the least satisfying experience,” Foresee reported.