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EcommerceBytes-NewsFlash, Number 2935 - November 14, 2012 - ISSN 1539-5065    5 of 5

Mobile Connected Shopper - It's A Guy!

By David A. Utter
November 14, 2012

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Mobile marketing firm Vibes had some interesting findings in their Mobile Consumer Report. The "typical" shopper assisted by a mobile device demonstrated an unexpected profile; in fact, it sounded a lot like me:

More than half of mobile connected shoppers are male (check!)

One-third are above the age of 45 (not quite yet, so I'm still in the two-thirds group. For now.)

Those shoppers also tend to cut across income levels. Importantly, Vibes believes the behaviors they discovered makes the concept of "showrooming" an outdated one.

"Showrooming is essentially dead this holiday season," said Jack Philbin, co-founder, CEO and president of Vibes. "Comparison shopping is only one of the many activities the connected shoppers do in store."

Vibes found that while 54 percent of connected shoppers have compared prices in store, 51 percent have looked up a product review. People are also scanning barcodes, using retailer apps, and visited the retailer's own website while standing in the aisle.

These activities all contribute to enhancing a buyer's confidence in the purchasing decision they wish to make.

The behaviors also encompassed other activities. Vibes found that 76 percent of connected shoppers use coupons at least half of the time while shopping, and more than half have used mobile coupons.

So what does this mean for ecommerce pros? We have seen ecommerce conducted across mobile devices slowly rising, although it's currently a small slice of the massive pie.

The Vibes research indicates a trend of increasing comfort levels among shoppers and their favorite mobile gadgets, be they smartphones or tablets. If someone wants to find a product review, it sounds like an opportunity as a marketer to get their product details in front of that consumer.

People want their mobiles to be part of the shopping experience. Over time, this should transition into mobiles being the experience. More people using mobiles while buying should indicate to ecommerce to be as mobile-friendly as possible with their online ad campaigns and websites. It's a matter of time for the numbers associated with mobile ecommerce to grow.

About the Author
David A. Utter is a freelance writer based in Lexington, KY. Find him on Twitter @davidautter and on LinkedIn.

About the author:

David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. Send your tips to media@davidautter.com and find him on Twitter @davidautter and on LinkedIn.

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