The Path to Purchase Using Mobile Devices Market Research report by CTA says that the increasing use of smartphones for shopping has drastically impacted the consumer's path to purchase. About nine in ten mobile device owners (90 per cent) have at least one subscription to access coupons, promotions, and special discounts.
"Every step of the consumer's path to purchase has dramatically changed with the use of smartphones, from triggering interest in considering technology products to purchase and sometimes post purchase behavior that includes posting online reviews. The retail market continues to change with the innovations associated with smartphone technologies – such as location-based services and apps – creating new opportunities for both brick-and-mortar and online retailers to meet the changing needs of consumers," said Steve Koenig, senior director, market research, CTA.
The report also states that consumers strongly prefer mobile-optimised websites over apps. They seek value, exclusivity and authenticity, as well as personalised content and deals based on location, all of which mobile devices can provide. Despite high ownership of mobile devices, 41 per cent of consumers use a desktop or laptop to assist in shopping.
About 61 per cent of purchases are made in-store, with 29 per cent of consumers searching for product information while shopping in-store. While consumers say smartphones offer quick access to information, using a phone in-store is distracting, reveals the report.
Most online purchases are made via online-only retailer websites (51 per cent), such as Amazon or Newegg, rather than with online-only retailer apps (24 per cent), or multichannel retailer websites or apps. Close to 76 per cent of consumers use existing online accounts to make a purchase, the remaining use guest checkout options or sign up for a new account, notes the CTA research.
US online consumer spending via mobile devices such as smartphones and tablets almost doubled during the 2016 holiday season – increasing 45 per cent to $20.1 billion.
"Mobile connectivity that delivers anytime/anywhere access and information is one of the driving trends of our time, and our shopping preferences reflect that evolution," added Koenig.
The report represents the findings of a quantitative study administered via internet form to an online national sample of 1,009 US adults between October 31 and November 3, 2016. (KD)
Fibre2Fashion News Desk – India
Textiles | On 26th Jan 2021
Despite the COVID-19 pandemic and global economic slowdown, textile...
Israel and Vietnam recently initiated negotiations over a labour...
Fashion | On 25th Jan 2021
Boohoo has reportedly purchased Debenhams brand and website for £55...
Evelyne Cholet UCMTF
‘France had a reputation of being big in new ideas, but poor in marketing...
Pratik Bachkaniwala Palod Himson Machines
Fabric processing machines are picking up
Jurgen Gauger Spreadshirt
‘Buying crowdsourced or creative designs are much more appealing to the...
Priyanka Salot
The Sleep Company was established to upgrade the sleep quality of every...
Vasudevan LK
Epson is a world leader in digital imaging and printing solutions....
Will Qian
Honghua Digital Technology Stock Co., Ltd. specialises in the R&D,...
Thomas Ong P S NanoTextile
Malaysian company NanoTextile Sdn Bhd taps into the potentials of...
Justin Gutierrez INDA
The Association of the Nonwoven Fabrics Industry (INDA) has created a new...
Melissa Tate University of New South Wales
<div><div><div><div><b>Melissa Tate</b>, a well-known scientist currently...
Yash P. Kotak Bombay Hemp Company
One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...
Tony Ward Tony Ward
"You have to truly understand what your client wants, know her needs, what ...
Rupa Sood and Sharan Apparao Nayaab
Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...
Press Release
Letter to Editor
RSS Feed
Search Companies
editorial@fibre2fashion.com
Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.
Subscribe today and get the latest information on Textiles, Fashion, Apparel.