Mobile Devices and Marketing

August 13, 2014 § Leave a comment

Earlier this week, I heard a story on NPR’s Morning Edition that made me think of our new Mobile Devices and Marketing Online Insights study. The NPR story — Internet Sales Threaten Shopping Mall Culture” — drove home the point that online and mobile shopping is doing to malls today what malls did to the downtown and “main street” shopping experience in the ’50s and ’60s.

I can see that, sure. The Internet has steadily and increasingly affected brick-and-mortar stores since the mid-’90s. And lately when I go to the mall, it seems like I have a better chance of being walked into by an iPhone-engrossed teen than finding what I went there for in the first place. It makes me want to buy exactly what I need quickly and easily online — even if it means I need to pay for shipping or wait a couple of days.

Back to our study. Earlier this summer, we surveyed nearly 750 US online adults aged 18 or older to better understand the impact of mobile devices on consumer behavior. We covered a lot of ground and included questions about mobile usage at physical retail locations such as shopping malls.

Here’s some of what we found:

  • Two-thirds (67.4%) of our respondents use mobile device apps and/or mobile browsers inside brick-and-mortar locations for shopping purposes — including one-half (48.4%) who say they frequently use devices to help them make purchasing decisions.
  • More than two-fifths (44.7%) of respondents access coupons and/or sales promo codes on their devices inside physical retail locations.
  • Two-fifths (39.6%) use devices inside locations to research/compare store prices, and 32.3% research and compare prices of different brands.

Below is a male vs. female breakdown of our findings in this area. Be sure to see the report summary and key findings here — and grab the full Online Insights PDF here

Devices and Shopping

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