Smartphones grow among shoppers

2013-05-13 09:50
Smartphones are increasingly being used by shoppers in-store. (Duncan Alfreds, News24)

Smartphones are increasingly being used by shoppers in-store. (Duncan Alfreds, News24)

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Cape Town - A new survey has found that shoppers are increasingly turning to their mobile phones to augment their shopping experience.

According to a survey conducted by the Google Shopper Marketing Agency Council, 79% of shoppers can be classified as "mobile shoppers".

Around 62% of those shoppers use their mobile phones at least once a month to assist with shopping and 17% use their phones at least once on the week.

The report highlights the observation that 82% of shoppers use smartphones to find information on products while in store, resulting in an increased spend.

More users connected to smart mobiles are expanding the functionality of the devices into e-commerce decisions, but the report indicates that the technology is being employed in so-called "brick and mortar" retail experiences.

Spending

The survey found that nearly half of consumers who use their mobiles do so for at least 15 minutes and they spend more across a wide selection of categories.

On the typical basket, the spend increased from $30 to $45 on health and beauty purchases, $250 to $350 on appliances, and $161 to $215 on electronics.

The survey also showed that a third of e-shoppers typically preferred to find information online rather than ask store employees and 53% of respondents used the devices to make in-store price comparisons.

While application content is popular with mobile phone users, the survey found that mobile sites for in-store shoppers outperformed apps by 65% to 35%.


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