Google recently released a new study revealing 8 in 10 Smartphone Shoppers are using their mobile devices to read product reviews, compare prices, look up product inventory, and leverage coupon codes while in-store. Those of us who work in the mobile industry were not surprised by this stat, but many retailers were. We know that mobile has influenced the path to purchase, basket size, and overall customer experience; but to hear 8 in 10 are using it in-store, half for as long as 15 minutes, should make retailers start cashing in on mobile in their marketing strategy today.

The Mobile In-Store Research: How in-store shoppers are using mobile devices published by Google Shopper Marketing Agency Council goes so far as to tell retailers mobile isn’t an option – it’s an imperative. Highlights from the study are in an infographic below, but here are some additional wake-up research results:

  • What habits make up a Smartphone Shopper? Of the 1,507 smartphone owners surveyed, Smartphone Shoppers are those who used a smartphone to assist with shopping at least once a month or more by keeping shopping lists, researching products or looking up pricing.
  • Smartphone Shoppers also use mobile before shopping: 90% use their smartphone for pre-shopping activities such as finding store locations, directions, and hours. Those activities all ranked higher in survey results over searching for price comparisons.
  • Mobile is replacing the store associate: 1 in 3 Smartphone Shoppers use their smartphones to find information instead of asking store employees. Top categories for self-help are appliances, electronics, baby care, and household care. Your employees’ product knowledge is not being leveraged and selling opportunities are not being capitalized on as customers conduct research on their phones while in your store.
  • Shoppers prefer mobile websites over apps: In activities to help research products, find where products are sold, make price comparisons, or find promotional offers, mobile websites rank higher than store/ brand apps.
  • Shoppers who use mobile spend more: Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping. It is a common myth that mobile shoppers are always searching for coupons or showrooming for the best deals. Health and beauty products, along with appliances, saw the biggest gain from mobile shoppers with a median basket size increase of 50% and 40% respectively. This shows that customers who have a positive mobile experience will spend more. Guarantee your customer’s positive experience with a personalized text message, push notification, optimized email or customized mobile website

Living in mobile denial is no longer an option. It has a major influence on shopper behavior whether it is getting them into the store, completing a purchase, upselling a loyalty program, or surveying them after their purchase about their experience. To learn specific mobile marketing strategies that can help your business, watch the webinar featuring Joe Dacey, Sr. Director of Strategic Services and Mike Romano, SVP Mobile Sales & Services in Embracing Mobile Marketing This Holiday Season.