The survey results, which reviewed current mobile commerce behaviors by consumers, were recently delivered during a presentation by RetailMeNot at the Internet Retailer Conference & Exhibition in Chicago on June 7.
As an overview, the survey revealed that the vast majority of consumers surveyed have moved beyond making simple phone calls and sending text messages via their mobile device to having it become their personal research tool. In fact, almost eight in ten respondents reported using their mobile devices to do some sort of research online in the most recent month. More than half of consumers surveyed (54 percent) used their mobile device while buying something in the month prior to taking the survey in April 2013.
Deal-seeking behaviors have become the norm within the purchase cycle. One-third (33 percent) of consumers surveyed have conducted searches on a mobile device for coupons online, while over a quarter (26 percent) bought something in a physical store using a coupon found on a mobile device. Of those consumers who made purchases in-store using a digital coupon, 90 percent had done so in the last month.
Furthermore, relevant offers seemed to further incentivize consumers to buy. More than half of respondents (51 percent) indicated that they are more likely to enter a store and buy something if they receive a coupon on their mobile device while near that store. If the consumer received a coupon on their mobile device while already inside the store, more than six in ten consumers (63 percent) indicated that they would be more likely to buy something.
"There's no doubt that today's consumers are more empowered than ever by smartphone technology, and retailers can recognize and enable those behaviors or lose business to competitors who understand the power of mobile marketing." says John Faith, senior Vice President of External Affairs for RetailMeNot, Inc.
Other stats of note from those surveyed include:
- 44 percent of 18- to 34-year-olds vs. 26 percent of respondents 35+ have searched for a coupon on the Internet with a mobile device. 39 percent of 18- to 34-year-olds (vs. 18 percent of older consumers) have actually bought something in a physical store with a coupon they found on a mobile device.
- More parents than non-parents report that they have searched for a coupon on the Internet with a mobile device (45 percent vs. 27 percent) and bought something in a physical store with a coupon they found on a mobile device (37 percent vs. 21 percent).
- Consumers who reported using their mobile device to search for something online in the past month:
- 94 percent of 18- to 34-year-olds vs. 65 percent of those who are 35+
- 89 percent of parents vs. 71 percent of non-parents
- Those who reported using their mobile device to buy something online in the past month:
- 61 percent of men vs. 48 percent of women
- 71 percent of 18- to 34-year-olds vs. 42 percent of those who are 35+
- 67 percent of parents vs. 46 percent of non-parents
- Consumers more likely to search for coupons on their mobile devices while in physical stores include:
- 46 percent of 18- to 34-year-olds vs. 30 percent of those who are 35+
- 46 percent of parents vs. 31 percent of non-parents
- 42 percent who are located in the Southern states vs. 34 percent in other regions
- Those more likely to buy something if they received a coupon for a store on their mobile device while nearby include:
- 63 percent of 18- to 34-year-olds vs. 43 percent of those who are 35+
- 64 percent of parents vs. 44 percent of non-parents
- 56 percent who are located in the Southern states vs. 49 percent of consumers in other regions
The Mobile Shopping Survey was conducted by The Omnibus Company between April 12 and April 17, 2013, among 1,067 U.S. residents ages 18 and over, using an email invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the entire U.S. population 18 and over. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.