According to an estimate by eMarketer, the number of smartphone users in the US alone will be close to 73.3 million in 2011. The results of a study conducted by iModerate Research Technologies and Chadwick Mertin Bailey indicate that around 50% smartphone users made use of their devices for shopping. While 41% consumers made direct purchases through the device, 70% used applications on the device for in-store shopping.
The popular reasons for using smartphones while shopping include price comparison – 66%, to find store location and to check out the discounts available – 58%, to read reviews – 49%, to check out the competitive products/services – 46%, check availability – 38%, compare features – 37% and make a purchase – 17%.
Recently comScore carried to a study to find out the percentage of smartphone owners making use of the device for various shopping related activities. According to the results:
- 49% consumers used smart phones to find nearby stores
- 46% to used it to compare prices
- 44% to research product details,
- 40% to compare prices while shopping in-store
- 30% to look for product review/recommendations, for deal-of-the-day apps and mobile barcode scanning for price comparison
- 28% made a purchase through smartphone
- 26% used them to look for reviews/recommendation on social sites
- 21% to share product recommendation through email and
- 11% to share recommendation through social sites or apps
According to a study by Accenture, customers found the retail shopping apps offering money-off coupons and providing access to information on the current in-store specials most helpful. The third most popular function was driving direction for the store. With such a large umber of consumers using their smartphones for shopping, marketers need to consider this while formulating their company internet marketing strategies.