New Study: Mobile Users Comparison Shopping In-Store

Comparison shopping is nothing new, after all, everyone wants to find the best deal. But mobile phones are changing how and where it’s done. Now, people are comparison shopping in-store to make sure a retailer’s prices aren’t too high. And if they find a better deal elsewhere while conducting a quick product search on their phone, they’re gone.

Here are some very interesting findings from a new study conducted by Interactive Advertising Bureau in an article on Mobile Marketer:

“53 percent of mobile commerce users have stopped an in-store purchase as a result of using their mobile phone. 38 percent have done so because they found a better price in another store, 30 percent because they found a better price online, 21 percent because they found a better item online, 13 percent because the product was not available, 11 percent because they saw a negative review, 11 percent because they bought a similar item instead and 11 percent because they could not find information on the product they were planning to purchase.”

What does this mean for your business? It means that you could be missing out on consumers looking to make an immediate purchase if your website isn’t accessible to mobile users (websites that aren’t optimized for mobile use can be hard to access and appear jumbled). But it also brings up the issue of how important it is that you’re monitoring your reputation online.

Bryan Laurienti, co-owner of BBB Systems, suggests, “Responding to feedback (both good and bad) on social media accounts and review sites like Yelp are key components to keeping your company’s reputation positive. Take time out each week to monitor what’s being said about your company online to make sure you don’t lose a sale due to negative reviews.”

Tell us: What do you think of the latest mobile study results?

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