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Gerrit Eicker 15:34 on 31. January 2012 Permalink
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  Gerrit Eicker 15:35 on 31. January 2012 Permalink | Reply

  Pew: “More than half of adult cell phone owners used their cell phones while they were in a store during the 2011 holiday season to seek help with purchasing decisions. During a 30 day period before and after Christmas: 38% of cell owners used their phone to call a friend while they were in a store for advice about a purchase they were considering making, 24% of cell owners used their phone to look up reviews of a product online while they were in a store, 25% of adult cell owners used their phones to look up the price of a product online while they were in a store, to see if they could get a better price somewhere else… Taken together, just over half (52%) of all adult cell owners used their phone for at least one of these three reasons over the holiday shopping season and one third (33%) used their phone specifically for online information while inside a physical store – either product reviews or pricing information.”

  Pew: “There are a number of demographic patterns in these survey findings. Specifically: Cell owners ages 18-49 are significantly more likely to use their phones for online product reviews than are cell owners ages 50 and older. Cell owners ages 65 and older are especially unlikely to do this-just 4% did so this holiday season. Urban and suburban cell owners are roughly twice as likely as rural cell owners to have recently used their phone to look up online reviews of a product they found in a physical store. Non-white cell owners are more likely than white cell owners to look up online product reviews, and those who have attended college are more likely to do so than those who have not. … Online price matching and looking up online reviews frequently go hand in hand. Overall, of the 33% of cell owners who used their phone recently in a store to look up either product reviews or prices online, roughly half (representing 17% of all cell owners) used their phones to engage in both of these activities. … One in five ‘mobile price matchers’ ultimately made their most recent purchase from an online store, rather than a physical location – When asked what happened on the most recent occasion where they used their phone to look up the price online of a product they found in a store, these mobile price matchers point to a range of outcomes: 37% decided to not purchase the product at all, 35% purchased the product at that store, 19% purchased the product online, 8% purchased the product at another store”

  GigaOM: “This last piece of data shows the challenge for retailers, who lost about 5 percent of transactions that began with online price research, even though they have the customer in-store. That’s something that retailers have been increasingly sensitive about, especially with promotions like Amazon’s holiday offer to knock off $5 from certain products if users checked prices through Amazon. But the data also show how retailers can fight back. They obviously need to be aware of prices online, and they may look at ways to lower prices or match online prices in-store to remain competitive. … The challenge is still considerable for retailers of all sizes. Having consumers walk in with connected computers in their pocket means many of them can find a potentially better deal online or in another store. But retailers should be thinking about how to satisfy their customers’ shifting buying patterns. … It’s definitely going to be harder for physical retailers in this new mobile-enhanced shopping era but there’s still ways to compete as buyers get a lot smarter.”

  RWW: “The strategy revolves around having a strong mobile Web presence. That does not necessarily mean an actual native app. If you are in a retail store researching with your phone and you Google the product, the retail store should be one of the first results. With the location abilities of smartphones, the search could even tell you what store or neighborhood you are actually in. The retailer could then be able to offer a deal or an incentive to buy and offer to complete the transaction through the device. The mobile Web app could hook into your mobile wallet and bill you directly or instruct the consumer to see the cashier where payment could be made by either near field communications (NFC) or by scanning a QR code. The idea is to control both the research and the transaction. Channel the consumer to your product.“

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  Mobile In-Store « Wir sprechen Online. 07:01 on 21. February 2012 Permalink | Reply

  […] One third of cell phone owners use their phone for online information while inside a store; http://eicker.at/MobileCommerce […]

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  Mobile Commerce is Younger « Wir sprechen Online. 07:00 on 23. February 2012 Permalink | Reply

  […] phone owners ages 18-49 are more likely to use their phones for online product reviews; http://eicker.at/MobileCommerce […]

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  Online Price Matching and Reviews « Wir sprechen Online. 07:01 on 25. February 2012 Permalink | Reply

  […] Online price matching and looking up online reviews frequently go hand in hand; http://eicker.at/MobileCommerce […]

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  Deutschland Mobil « Wir sprechen Online. 10:36 on 25. February 2012 Permalink | Reply

  […] ID21: 26,5 Prozent der Deutschen nutzen das Netz mobil, 24 Prozent besitzen ein Smartphone; http://eicker.at/DeutschlandMobil […]

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  Mobile! « Wir sprechen Online. 15:05 on 25. February 2012 Permalink | Reply

  […] Pew: 87% Americans own a cell phone, 35% own a smartphone, 19% a tablet, 19% an eReader; http://eicker.at/Mobile […]

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  Mobile Commerce In-store « Wir sprechen Online. 07:00 on 26. February 2012 Permalink | Reply

  […] 1 in 5 mobile price matchers ultimately made their most recent purchase from an online store; http://eicker.at/MobileCommerce […]