Feeding the Mobile Sharks [Infographic]

Share this content:

Mobile shoppers are out there. Dun dun, dun dun, dun dun dun dun...

Today's consumers are no longer the innocent guppies that they used to be. The swiftness with which they use mobile to research products and deals before purchase can make any marketer feel as if he's swimming with sharks. Instead of fearing customers' increasingly mobile-first mentality, marketers should embrace it and make in-store and online experiences as seamless as possible.

Brick-and-mortar stores are a feeding ground for bite-sized mobile interactions. According to “The Local Mobile Advantage of Retailing” report by G/O Digital, the digital division of media company Gannett, 90% of consumers say that smartphones are the easiest devices to use while shopping in store—swallowing the 5.1% who prefer to use laptops and the 4.2% who prefer tablets. Searching for coupons is the most popular mobile shopping activity to do on smartphones and tablets (35.86%), followed by accessing shopping lists (25.61%), buying items online (12.05%), and browsing deals and sales (10.32%). Still, when given the option, 50.7% of shoppers say it's easier to do their bargain hunting on their computer.

When planning a purchase, 81.1% of consumers compare prices when they're in market, 73.3% search for coupons, and 70.5% research items before buying, according to the report. When it comes to fishing for coupons, 49.2% of shoppers only look for deals when they need something specific, 43% search for offers right before they purchase online, and 39.3% prey on promotions in their free time.

Even for offer-hungry consumers, coupons aren't always enough to hook a sale. When it comes to purchasing items they've been eyeing, 39.6% of shoppers will wait until they go on sale, according to the report, and 29.6% will only buy them if they need them. Twenty-three percent of respondents will wait until they've finished comparison shopping before making a purchase, but a mere 7.8% say they're more likely to purchase items because of a coupon.

In fact, the right bait varies across categories. For instance, sale items (29.8%), quality (26.4%), and everyday low prices (20.7%) are the biggest purchase hooks for grocery shoppers, according to the report. Alternatively, reviews and recommendations (54.4%) far outweigh other motivations—such as sale items (21.1%) or branding (15.2%)—for electronic retailers. In addition, 60.7% of consumers say having items on sale or clearance is exactly what apparel and shoe retailers need to clench a sale.

We know you love infographics. Check out some more Direct Marketing News originals.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above