NEWS13 October 2016

Mobile has become ‘indispensable’ to shopping

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US — New research from Nielsen has revealed that mobile devices are now ‘indispensable’ for shoppers in supporting purchase behaviour and decisions. 

The Mobile Shopping, Banking and Payment report describes mobile devices as having ‘advanced beyond simple communications purposes’ to become ‘a constant companion with powerful benefits'. 

The report claims that commerce has been transformed as consumers use their mobile devices to carry out product research, look for deals or coupons and, increasingly, purchase goods and services worldwide. 

Of the 30,000 online consumers – in 63 countries – surveyed, 53% said that they use their mobile device when shopping to compare prices, and 52% use them to look up product information. Forty four per cent use their device to look for coupons or deals, 42% to make better shopping decisions and 41% to make shopping trips quicker or more efficient. 

“Mobile commerce has enormous implications for the entire retail ecosystem,” said Stuart Tagg, financial services leader, Nielsen Europe.

“Mobile devices are not only bringing new consumers into the modern, connected economy, but they are also enabling a more customised experience, as products and services can be more closely tailored to behaviours, needs and preferences. But driving higher adoption and usage starts when companies develop a deep understanding of how consumers are shopping and transacting in a digital world and then use that understanding to design strategies around their habits and preferences.”