‘So long’ mobile shopper, ‘hello’ smartphone shopper and tablet buyer
By Jay Keller
That’s how Nielsen described the results of a survey published Monday that investigated what sought to find out “what we do and where we connect” and explore what activities mobile shoppers perform while using either a smartphone, tablet or both.
Nielsen says that despite the fact that smartphones and tablets are made to be mobile, the home really is where the heart is for mobile shopping – and buying.
According to the Nielsen survey, of the home shoppers who bought something with a mobile device, 95 percent used a tablet and 72 percent used a smartphone.
Overall, tablet shoppers were most likely to buy and many respondents said they generally shop while multitasking, especially watching TV.
But understanding mobile-shopping activities go beyond common sense as they really depend on which device is used as much as where the device is being used.
For example, tablet owners are more active with product research (59%) and are more likely to purchase physical items (38%) than smartphone shoppers (24%), according to Nielsen.
And, as common sense would dictate, the survey showed smartphone shoppers to be more active outside the home.
What isn’t so obvious, however, is that home-based smartphone customers are more likely to interact by reading reviews beforehand or using social media to make a comment about a recently-purchased item.
The data shows that smartphones are used mostly for more practical reasons in the store, such as staying organized by tracking shopping lists, using store locator, scanning coupons at the register and even paying for a purchase.
Online purchasing was rated the “Overall favorite” by 59 percent of shoppers surveyed by Nielsen in March 2012, as well as the “Easiest” (68%) and “Most convenient” (68%).
But given the ever-changing, fast-paced growth of mobile as a channel, maybe tablet shoppers should be called tablet buyers as most prefer the home shopping experience of an iPad or a Galay TAB 3 over devices that, say, fit into your pocket.
And, the data also suggests that as mobile grows as a retail channel, so will the shopper’s experience, and the industry is poised to define mobile as segmented instead of everything all lumped together as if to say “so long” mobile shopper and hello smartphone or tablet shopper.