Consumers increasingly use mobile devices in retail stores
Smartphones are everywhere these days, as consumers use them to perform a variety of daily tasks. These devices are now being brought in to the retail industry, as shoppers are accessing company websites and applications through their phones to compare products and prices.
Internet Retailer cites a study by comScore, which revealed that four out of five American consumers have used their smartphones to look up either a retail mobile commerce site or application. This accounts for approximately 85.9 million adults with mobile devices.
"With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment," said Mark Donovan, comScore senior vice president of mobile. "The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics."
Despite these increasing numbers for mobile commerce, many retailers are still hesitant about adopting systems that accommodate consumers with smartphones. Forrester Research conducted a study which found that only half of retailers have planned to spend more than $100,000 on mobile commerce solutions this year, reports Direct Marketing News.
