Smartphones are transforming the in-store shopping experience. With $25 billion spent on purchases made from phones and tablets, an increase of 81 percent from the year before, you can’t afford to miss out on a piece of the mobile pie. In this article we’ll discuss the latest consumer shopping trends and teach you how to capitalize on those trends to grow your business.
Understand how today’s customers are shopping and how they get their information.
As North America’s internet population continues to grow, more and more purchasing decisions are being made online. According to a recent study by Google, shoppers are digging up more information, from more sources as they move along the path to purchase from undecided to decided. The study reveals that among the 5,000 consumers surveyed, 50% turned to search engines to research products, and 38% went online to compare prices.
The Internet is accessible nearly every place we go. Because of this, on-demand services are quickly replacing traditional platforms. Whether at home, work, or in the car, consumers are engaging with content on their own schedules. Traditional advertising is showing diminishing returns as DVR’s allow shoppers to skip commercials, online radio allows for ad-free streaming, and the Internet is allowing for easier price comparisons for the consumer.
Misconceptions about mobile marketing
Tablets are the same as mobile
Many business owners believe that tablets are the same as mobile. But smartphones aren’t tablets, and vice versa. So what is the easiest place to realize that all devices are not created equal? Conversion rates. The majority of retailers report a smartphone conversion rate of 1%, while reporting a 2.6% conversion rate for tablets. Furthermore, the average ticket for purchases made on tablets is $125, 18% higher than the $106 smartphone average ticket. If you are not optimizing your website for both the tablet and smartphone experience, you will face a challenge as smartphones and tablets will increase mobile web traffic by 26 times during the next four years. (more…)