Moms More Likely To Be Mobile Shoppers
Retailers catering to the “mom market” should be happy to hear that this segment is now more likely than previously to complete a purchase using a smartphone, according to a new survey from BabyCenter. Previously, mothers used their mobile devices primarily to compare prices and find coupons. Today, they are using mobile throughout the buying process.
The BabyCenter study is particularly interesting because it highlights a significant shift in buying behavior. According to the research:
In just one year, there has been a 33% increase in moms using their smartphones for making actual purchases, with 64% of moms saying that they had completed a purchase via mobile in the last month, in comparison to 48% who said the same in 2014. In addition, 70% have used their smartphone for shopping while they were inside a physical store, with 48% saying they would purchase items via their device if they could not find them on the racks.
In addition, 58% said they use a retailer app, up 14% from last year. In total, all of that data speaks to the importance of having an app that is optimized for mobile shopping.
Retailers must understand how aggravating it is for customers to be using a mobile device and landing on a Web site that takes forever to load, with teeny tiny font size and is difficult to navigate. Few shoppers are patient enough to pinch, zoom and scroll to read about any product. It’s often easier for prospects to leave a site and go to a competitor’s. Inconvenience is an excellent motivator. A mobile site should load in less than three seconds and be easy to maneuver.
Mobile optimization is not optional — it’s mandatory. Providing superior user experiences is job one for retailers, online as well as off, and is an important differentiator for retailers. Providing an excellent online experience clearly increases user satisfaction and boosts loyalty: For example, customers bookmark sites they enjoy using. Retailers that do not require too much typing (cited by dd% of BabyCenter respondents) and offer conveniences such as one-click shopping (cited as an attractive feature by 40% of respondents) will reap the benefits of cultivating a loyal customer base.
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