According to new data released by CTA, consumer preference for shopping via mobile is continuing on its upward climb.
“Every step of the consumer’s path to purchase has dramatically changed with the use of smartphones, from triggering interest in considering technology products to purchase and sometimes post-purchase behavior that includes posting online reviews,” said Steve Koenig, senior director, market research at CTA.
The study showed that shopping mobile does not necessarily mean buying mobile — consumers are increasingly researching commerce online and on mobile —but actually buying in brick-and-mortar locations. Over two-thirds of customers (67 percent) searched product information online, while over 90 percent used mobile to access discount opportunities like discounts, coupons or promo codes.
“The retail market continues to change with the innovations associated with smartphone technologies — such as location-based services and apps — creating new opportunities for both brick-and-mortar and online retailers to meet the changing needs of consumers,” Koenig noted.
The study also revealed that websites continue to edge out apps for preferred customer destination — as long as said apps are mobile-optimized. Customers are also increasingly interested in subscriptions, with 90 percent of those surveyed reporting membership in at least one such program.
But brick-and-mortar continues to pack a punch — though less of one than it once did. According to CTA, 61 percent of purchases are made in-store, with 29 percent of consumers searching for product information while shopping in-store. Most online purchases are made via online-only retailer websites (51 percent), such as Amazon or Newegg. Seventy-six percent of consumers use existing online accounts to make a purchase; the remaining use guest checkout options or sign up for a new account.
“Mobile connectivity that delivers anytime, anywhere access and information is one of the driving trends of our time — and our shopping preferences reflect that evolution,” said Koenig. “From smart homes and smartphones to self-driving cars and connected cities to continued innovations in mobile devices, this is another example of technology making our everyday lives easier and more efficient than ever.”