“Mobile” consumers mainly shop at home
According to a recent Shoppercentric multichannel report, today’s shoppers are constantly online via their smartphones and are thus “ready to shop”.
The report, entitled ‘WindowOn…Multichannel Revisited’ updates the Multichannel report published in February 2012 but with a special focus on the role played by the smartphone in today’s world.
The report finds that two-thirds of those who use their smartphone for any shopping activity primarily do so at home. Eight per cent shop while at work while 19 per cent shop while on the move. Less than ten per cent use a smartphone for shopping while in-store.
Younger smartphone users are considerably more focused on consumer usability with 37 per cent of 18-24 year olds and 38 per cent of 25-34 year olds having used their smartphones to make purchases. This compares with just 27 per cent of 35-54 year olds and 19 per cent of over 55 year olds.
Meanwhile members of the 35-54 age group are most likely to use their smartphones to compare and check prices.