Google recently published a new study showing that 8 out of 10 smartphone shoppers use their phones to read product reviews, compare prices, check product availability, and find coupon codes while in stores. Those of us in the mobile industry weren’t surprised by this statistic, but many retailers were. We know that mobile has affected the buying process, basket size, and overall customer experience; however, learning that 8 in 10 are using it in stores, with some spending up to 15 minutes, should encourage retailers to incorporate mobile into their marketing strategies right away.

The Mobile In-Store Research: How in-store shoppers are using mobile devices published by the Google Shopper Marketing Agency Council emphasizes that for retailers, mobile is not just an option—it’s a necessity. You can find key points from the study in the infographic below, but here are some more important research findings:

  • 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.