• Previous
• Next

The Role of Mobile in Retail Commerce

by Portaltech Reply & eDigital Research, May 2011

This research reviewed the way customers are interacting and engaging with mobile devices since our original research in 2010 (see below) to identify how customers had adopted mobile todate. The study looked at the increasing role  mobile has in retail commerce and surveyed both Smartphone and non-Smartphone users.

The results clearly show the continuing shift in consumer behaviour as more and more shoppers are adapting to new technologies, browsing, shopping and interacting with brands on the move. 50% of Smartphone owners have now completed some sort of purchase on their mobile, increasing by 20% over just nine short months, with 11% of Smartphone shoppers now using the device to make a purchase on a weekly basis.

The research also shows that Smartphone owners are increasingly using their phones to shop, browse and research for products via their phones. Over one quarter (28%) of users now use their Smartphone to find product information on a regular basis and remains one of the most popular shopping activities to complete on a phone.

To download the full whitepaper, please click here.

‘The Role of Mobile Within the Multi Channel Mix’

Research by Portaltech Reply and eDigital Research, June 2010

With the ever increasing prevalence of smartphones in the marketplace, high profile app stores and the advances in broadband speed; mobile purchasing (or mCommerce) is now a genuine channel for retail sales, for those consumers who own a smartphone.
Over the last year, Portaltech Reply recognised a fundamental shift in the way consumers were interacting with their mobile phones during the course of the day and with the way consumers use their phones to interact with retailers and brands whilst browsing or shopping cross channel. The whitepaper ‘The Role of Mobile within the Multi Channel Mix’, was commissioned to gain a greater understanding of consumer shopping behaviour and the use of mobile within this mix, to enable us to establish the future role and applications of mobile as a commerce, marketing and communication tool for retailers and brands.

We concluded that organisations need to be aware of changing consumer behaviour and the technological opportunities available to them, in order to identify and implement appropriate actions, plans, technology and mobile solutions, to leverage the mobile opportunity in 2010 and beyond.