Retailers must step up their mobile-marketing efforts as mobile device usage grows and consumers expect more from merchants, a new study suggests.
Research shows a 10 percent increase in shopping on mobile devices like tablets and smartphones. And that’s just in the last year. Another study suggests that tablet usage will grow by 655 million in the next four years — a 100 percent increase.
As the use of these devices grows, 20 percent of consumers say they would prefer to use their smartphone or tablet for mobile buying. Laptops still rule at 66 percent, but it’s clear that retailers must either start or continue their mobile initiatives. As consumers’ use of smartphones and tablets grows, retailers have to participate in this channel. Mobile is only going to become more important and more mainstream.
One study also suggested that consumers want consistent information whether they’re shopping in the store, online or on their mobile device, something they are not currently getting. The study showed increased dissatisfaction among those who shopped with smartphones and tablets. To be successful in this new economy, retailers must deliver a consistent omnichannel to consumers.
Source: Mobile Commerce Press, May 2012
