What is the average retail experience for smartphone owners?
Smartphones have made their way into the retail industry, and it looks like they're here to stay. For this reason, many merchants are adopting solutions that both accommodate consumers who regularly use these mobile devices and allow for the use of these gadgets in stores. However, there is no one-size-fits-all approach to implementing smartphone options, as there are several types of this mobile device, and consumers have varying wants when it comes to using their gadgets for shopping.
Therefore, merchants need to have a better understanding of the smartphone landscape, such as what kinds are being used the most as well as what experiences users have when they bring their devices into brick-and-mortar locations and utilize them for online commerce.
Androids topped by iPhones for retail
While it may not seem incredibly important for retailers to know which types of smartphones are being used most for shopping purposes, it is actually an effective aspect to be aware of as businesses can enhance their mobile strategies to cater to individuals with the most popular phone.
According to a recent study by Forrester Research, 69 percent of consumers with iPhones use these devices to research, compare and buy retail products, Internet Retailer reported. This was more than the 53 percent of Android owners who said the same. Blackberry and Windows phones garnered 35 percent and 32 percent, respectively, Forrester found.
Sales made from mobile devices are growing significantly. The Internet Retailer Mobile 400 report, which measures sales from the top 50 merchants within the Mobile 400, revealed that purchases made through mobile devices increased 100 percent in 2012 from the previous year, accounting for $10.57 billion, the source noted.
Mobile experience not up to par
A separate article by Internet Retailer cited research by Skava, which found that of 2,085 smartphones owners who use their gadgets to shop, 88 percent have had negative experiences when engaging in mcommerce. Of that amount, 30 percent of respondents said a bad experience on a retailer's mobile site will turn them off from doing business with that brand again.
These findings pinpoint just how important it is to develop mobile strategies for device-carrying consumers. Merchants may want to focus on making websites and other elements optimized for iPhones, as they are more popular for shopping. In addition, companies will want to ensure they are offering the best possible experiences for mobile patrons or risk losing valuable business.
