A new survey has noted the effect an expanding smartphone market and the ability to browse the internet while on the move is having on the retail sector.
Thanks to products such as Apple’s iPhone, Blackberrys and Google’s Android devices, 27 per cent of consumers aged 18 and above now use their mobile to research and browse for products and services at least four times a year, while 13 per cent will make purchases.
For the 18 to 34 age group, 41 per cent browse and research products through their phone while 23 per cent make purchases at least four times a year – 8 per cent are buying through their mobile on a weekly basis.
The research was carried out by Massachusetts-based e-commerce specialist Art Technology Group (ATG) and highlights how important it is for retailers to take a multi-channel approach which could include the internet, mobile, a high street presence, catalogues and call centres.
Over three-quarters of consumers will use two or more channels to browse for products, carry out research and make purchases, according to the survey. A total of 30 per cent said they use three or more channels.
It also found that 43 per cent of people will research products online or through their mobile before contacting a company directly to complete the sale as they can’t find all the information they need on the website.
A total of 39 per cent of respondents said they will browse and research products online or through their mobile before heading to a store to see and touch the product. Over one third of consumers will do this to compare a number of similar products from different brands.
Nina McIntyre, ATG’s chief marketing officer, said: “Merchants have heard the call for a stronger cross-channel strategy for many years, but what has been lacking is a deeper explanation about why this is so important.
“We are seeing a multi-channel revolution now, with a vast majority of consumers using multiple channels and now almost one-third actually relying on three or more channels to complete transactions.
“Retailers must direct their energy toward fulfilling the unique role and sales potential of each channel. This research illuminates the expectations consumers have for the web, call centers, the store, catalogs and e-mail.”