The age of smartphone shopping

The age of smartphone shopping

< Back to Articles | Topics: Trends

This is a guest post from GetintheLoop Halifax
(Member since 2019)


Caitlin MacLachlan

In today’s digital society, a smartphone is the most valuable tool a shopper can have. Smartphones are enabling customers to find information on businesses, view and redeem offers and make real-time shopping decisions.

Smartphones greatly influence shopping habits. One study found that 70 per cent of smartphone users consulted their phone before making an in-store purchase.

A recent Google survey of smartphone users indicated that there are three types of mobile shoppers: The local information seeker, the action-oriented consumer and the smartphone shopper.

There are some fascinating stats to takeaway from that survey that shed a spotlight on society’s digital shopping habits:

  • 95 per cent of smartphone owners have used their mobile device to search for information on local businesses
  • Of those 95 per cent, 61 per cent call a business, 59 per cent visit a business and 44 per cent make a purchase
  • 79 per cent of smartphone users remain active on their smartphones while they’re shopping and 74 end up making a purchase

People are constantly on the go and don’t always have time to make advanced plans regarding where they’d like to eat or which shop they would like to visit. Smartphones give consumers the ability to make plans on the fly, right from the palm of their hands. Smartphone owners can also receive information on their phones about great offers located near them.

Businesses need to shift their marketing efforts to mobile to reach smartphone shoppers. Traditional advertising options have become expensive, while marketing through Google and Facebook has become complicated to navigate.

Some companies have enhanced their mobile presence by creating an app to market offers and experiences to customers, provide another payment option and reward loyal customers. This is only possible for larger companies, because even simple apps can cost anywhere between $50,000 to $100,000 to build and 20 per cent of the development cost per year to maintain.

A more attractive option for many businesses is to join an all-in-one shopping app that lists a wide variety of retailers that are providing valuable information to customers such as product information and offers. Members of all-in-one shopping apps gain access to many different types of stores. They only have to make space on their phone for one app, which is important when considering that an average smartphone owner uses 30 apps each month.

One of the challenges for a less-established business is generating awareness and driving traffic through the door. Even if customers aren’t aware of a business when they download the all-in-one shopping app, they will inevitably discover the business through category searches or direct offer notifications.

Today's customers are always on their phones - streaming videos, staying connected through social media and utilizing apps to make their lives easier. Mobile shopping has ensured that customers don’t need to power down their smartphones when they’re browsing for product information or pulling the trigger on purchase.

A potential customer for your business could be shopping on their smartphone as we speak. It’s crucial that you have a marketing plan in place to reach this customer.

< Back to Articles | Topics: Trends

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