In-store Mobile Device Usage Has Increased 25% Since 2012
American consumers are increasingly using their mobile devices to research items within the retail vertical prior to arrival at a store, according to analysis by JWire. However, once inside the store, mobile device usage has continued to increase, showing that the retail shopping experience is being changed throughout the path to purchase.
They found that 80% of shoppers use their mobile device in-store to enhance their shopping experience, a 25% increase since 2012. In addition, 39% of consumers use their mobile device while in-store to search for product reviews, while 35% of shoppers search for coupons.
The number of consumers who purchase from their mobile device rather than in-store has nearly doubled since the first quarter of 2012.
"Mobile has become a fundamental aspect of the retail shopping experience," said David Staas, President of JiWire. "Consumers are turning to these devices throughout the path to purchase, from researching to purchasing to sharing, both before shopping and while in-store. Leveraging these trends will be a critical marketing aspect for both retail brands and product companies to drive sales this holiday season."
Multi-device usage is quickly becoming the norm as people alternate between their laptops, smartphones and tablets for various computing activities. Within the retail market, these behaviors are shifting purchase patterns with respect to in-store versus on a device, changing the way consumers research, purchase, and share across all mediums.
Mobile Location and Public Wi-Fi trends
Mobile devices usage continues to grow within the public Wi-Fi environment. For the first time in history, smartphones have surpassed laptops as the primary Wi-Fi device, representing 40% of all connections compared to 36% for laptops. Other highlights include:
- Smartphones and tablets increased from 52% to 64% of total Wi-Fi connections year over year, a 23% lift
- The Samsung Galaxy S III is among the top three most popular Wi-Fi mobile devices, above the iPod Touch for the first time in history, with over a 21% increase in market share