Home / Knowledge / News / Apparel/Garments / Survey finds m-commerce surging ahead
Survey finds m-commerce surging ahead
15
Feb '16
Shoppers are increasingly turning to mobile phones to do research, compare prices and even make their final purchase. Indeed, 45 per cent of all shopping journeys today contain mobile phones. And for Millennials, this number jumps to 57 per cent with almost half of Millennials expect to buy more on their smartphone in the year ahead, according to a survey conducted by GfK for Facebook IQ.

But it's not only about the mobile experience for these shoppers. It's about having a seamless experience across a variety of channels on the path to purchase. GfK studied more than 2,400 adult “omni-channel shoppers” in the survey. Each omni-channel shopper had researched and bought online in categories - like clothing, consumer electronics, home appliances, home goods and beauty - via a variety of channels - like on mobile phones, tablets, desktops or laptops and in-store.

According to the study, omni-channel shoppers consider the Internet to be an important source of inspiration when it comes to discovering new products and browsing a wider range of brands. These shoppers find that smartphones and tablets offer greater convenience and flexibility for shopping online: 56 per cent say they have made a purchase on a mobile device because they were already using it, and 55 per cent say they use mobile because they can do it anywhere, anytime.

Meanwhile, 60 per cent of omni-channel shoppers say they'll either start purchasing or purchase more on their smartphones in 2016, and 64 per cent anticipate doing more shopping research on their smartphones.

Mobile is also becoming a bigger complement to brick-and-mortar stores. Sixty one per centof omni-channel shoppers expect to use their smartphones more in-store in 2016. Of the omni-channel shoppers who researched product ratings or reviews prior to buying offline, 46 per cent did so on a mobile device (phone or tablet). Of those who compared prices prior to buying offline, 36 per cent did so on a mobile device. And 51 per cent researched a product on mobile while in-store.

GfK also looked at why omni-channel shoppers choose other channels and where the mobile experience can be improved. It found that there is an opportunity for brands to ease the browsing and buying experience and rekindle the magic of being in-store on mobile.

Some omni-channel shoppers cited finding it easier to use larger screens as a reason they prefer buying on desktop or laptop over buying on mobile. Some prefer to shop at a physical store because they enjoy the overall experience and like to be able to touch items they are considering purchasing. And some say they don't want to wait for shipping or pay for the shipping costs often associated with buying things online.

To create a seamless experience for shoppers, brands should understand what drives people to shop online and offline.


Must ReadView All

Pic: IFC

Apparel/Garments | On 15th Apr 2021

IFC to support Haiti in revamping garment sector

IFC, a member of the World Bank Group, is supporting the garment...

Pic: Sorbis / Shutterstock.com

Textiles | On 15th Apr 2021

US textiles & apparel imports down 6.98% in Jan-Feb 2021

The import of textiles and apparel by the United States declined by...

Faruque Hassan. Pic: BGMEA

Apparel/Garments | On 15th Apr 2021

Giant Group's Faruque Hassan takes charge as BGMEA president

Faruque Hassan, managing director of Giant Group, has taken charge as ...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Main challenges are breakdown of supply chain and shrinkage of manpower

International apparel brands, Head honchos

International apparel brands
Head honchos

Launched first collection at onset of Covid

Textile Industry, Head honchos

Textile Industry
Head honchos

One thing is certain, online sales will go up

Dhruv Toshniwal & Udit Toshniwal,

Dhruv Toshniwal & Udit Toshniwal

Launched a year ago, Fashions Pvt Limited conceptualises and sees D2C...

Nick Isles,

Nick Isles

The Condé Nast College of Fashion & Design or CNC as it is known as,...

Sanjay Vakharia,

Sanjay Vakharia

One of the first few Indian denim brands, Spykar, established in 1992, was ...

Michael Jaenecke, Messe Frankfurt

Michael Jaenecke
Messe Frankfurt

From May 14 to 17, international exhibitors will present the entire...

Silverio Baranzano, Fitesa

Silverio Baranzano
Fitesa

Fitesa is a leader in the nonwoven fabrics industry, specialising in...

Sven Ghyselinck, Devan Chemical

Sven Ghyselinck
Devan Chemical

Headquartered in Belgium and with offices in the United Kingdom, Portugal...

Ruma Devi, Gramin Vikas Evam Chetna Sansthan

Ruma Devi
Gramin Vikas Evam Chetna Sansthan

Ruma Devi is a jet-setting promoter of artisans who has empowered...

Sarah Denise Cordery, Sarah Denise Studio

Sarah Denise Cordery
Sarah Denise Studio

Manchester, England-based Sarah Denise Studio provides relevant fashion...

Vidur Adlakha & Riccardo Bennidini, La Fuori

Vidur Adlakha & Riccardo Bennidini
La Fuori

With an active presence in US, Italy and India, clothing brand La Fuori...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search