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EcommerceBytes-NewsFlash, Number 2868 - August 13, 2012 - ISSN 1539-5065    5 of 6

Fashionistas Use Mobile Devices for Daily Shopping

By Ina Steiner
EcommerceBytes.com
August 13, 2012




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Google said apparel shoppers are using their mobile devices not only to conduct research for both online and in-store purchases, but they are also increasingly using smartphones and tablets to make purchases. More than 1 in 5 apparel consumers are using their tablets or mobile devices on a daily basis for shopping.

Over 69% of consumers reported shopping on their phone or tablet while at home, 31% while in a store, 28% while waiting in line, and 27% while at work.

Of people that shop on their mobile device, 56% compare prices and look for promotions, 42% read reviews, 38% search inventory, 16% scan bar code while in store, and 13% contact the retailer.

Nearly half of mobile apparel shoppers discover new brands on mobile devices.

One in 4 mobile researchers purchased apparel more than 6 times in the past 6 months (versus 16% of non-mobile researchers).

Online videos are also playing a part in the shopping experience - 4 in 10 shoppers visited a store online or in-person as a direct result of watching a video, and nearly 1 in 3 shoppers use Google's YouTube website to shop for apparel.

The research was based on a May 2012 online survey of 1,321 panelists who researched or shopped for apparel online within the past 6 months conducted by Compete, as well as aggregated clickstream purchase analysis from 2011. See the full report on ThinkWithGoogle.com.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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