This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

NEWS13 November 2018

Smartphones play greater role in shopper journeys

Mobile News North America Retail Technology Trends

US – Mobiles are increasingly viewed as essential shopping tools by US consumers, but take-up of mobile payments remains low, according to research from GfK.

Almost half of US respondents ( 45%) in the study agreed that their mobile device is ‘quickly becoming’ their ‘most important’ shopping tool – a 16-point increase on the level recorded in 2017 ( 29%).

The proportion of consumers who can envision a future where traditional brick-and-mortar stores don’t play a big role in how they shop has increased by 11 points to 48% in the last year. 

1,000 US consumers were surveyed online as part of GfK’s wider FutureBuy study, which covers 35 countries.

The most popular use of a mobile device while shopping is to compare prices, something 36% of consumers said they have done. Mobiles are also used to gather product information and check reviews ( 30% respectively).

Yet, while 28% of US consumers say they are looking forward to being able to pay for more products using their mobiles in future – almost double that of the level in 2017 –the use of smartphones to make in-store payments remains low, with only 17% of US consumers claiming to have used mobile payments in the past six months.

Consumers in the Asia-Pacific region recorded the highest incidence of mobile payments in the study ( 29% had paid using their mobile in the six months preceding the survey).

Joe Beier, executive vice-president of consumer insights at GfK, said: “While shopping online overall is driven largely by a search for savings, the mobile component is often about research on-the-go. And we should not see traditional retail as somehow pitted against the mobile element; often they work together.”