Tag Archives: Smartphone

Mobile Devices are really “Mobile Home”

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girl-couch-using-mobile-phone-10815076A new Nielsen study puts to rest the common theme that mobile use is typically “on the go,” particularly with regards to shopping behavior.

A whopping 95% of tablet shoppers and 72% of smartphone shoppers who actually use their devices for purchasing do it on devices in their home.  Some other uses of smart phones in the home:

  •  86% of writing product reviews on a smartphone is in the home
  • 71% of posting comments on a product to a social network on a smartphone is in the home
  • 62% of reading product reviews on a smartphone is in the home.

What shopping behaviors on smartphones are done on the go?

  • 50% of price-checking on a smartphone is on the go
  • 56% of store locator usage on a smartphone is on the go

So, as pointed out in Mediapost, mobile is not mobile:

“Home is where the device is most of the time and where people have the time and inclination to drill deep. They also remind us that devices have become the go-to point of entry for online information, replacing the most uncomfortable way yet devised for consuming content — the desktop PC.  But most of all, they remind us how much of shopping is an iterative, multi-screen process that occurs over time.”

Image - couch potatoAny couch potatoes out there?  What is easier when reclining, browsing on your mobile device or tapping on your laptop?

Mobile Alone Won’t Cut It

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E-commerce solutions which enable better consumer discovery, make shopping fun and worthwhile, and improve return on marketing investment for brands or retailers, are poised for growth.  I believe that the best solutions will take an integrated view to web and mobile, i.e., standalone mobile apps won’t cut it.  Here are some points to remember that emerge from Google’s new research study “The New Multi-screen World: Understanding Cross-Platform Consumer Behavior:”

  • 67% of shopping online is done multi-screen
  • 60% of smartphone use is at home
  • 79% of tablet use is at home
  • Only 30% of shopping on a smartphone is driven by search.  Hence an opening for an new approach to preempt Google from building a dominant approach to smartphone shopping.

Click here for a 34 page pdf of the full study.