Mobile’s growing influence on consumer retail activity

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Oracle has released the results of its ‘Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers’ report, which surveyed more than 1,000 mobile phone consumers in the US to examine their use of mobile devices for shopping and commerce-related activities as well as what attributes they value most in their mobile service providers.

The report is a joint collaboration between Oracle and Art Technology Group (ATG), which Oracle acquired in January 2011.

Key Findings:

  • Mobile commerce is growing dramatically: Consumers are quickly turning to their mobile devices to comparison shop, seek product ratings, and search for coupons. In all, 48% of consumers use their mobile devices to research or browse products and services. This is up from 37% in an ATG consumer benchmark survey in July 2010 and from 27% in an ATG consumer cross-channel survey in November 2009.

  • Consumer mobile purchases double: In addition to searching for products on their mobile phones, consumers are also making purchases. 29% of respondents have made at least one purchase on their mobile phone, more than double the number in ATG’s 2009 survey.

  • Mobile technology is for consumers of all ages: All age groups are experiencing growth. Mobile consumers aged 35 and older are nearly twice as likely to leverage a mobile device to research products and services, growing from 19 to 36% for users aged 55 and older and 23 to 44% for those aged 35-54 since 2009. 60% of users aged 18-34 use their mobile device to research products and services, up from 41% in 2009. In addition, more than two times as many consumers aged 35 and older have made a purchase via a mobile phone since 2009, compared to a 74% increase for consumers aged 18-34.

  • Enhancing the in-store shopping experience: 28% of respondents have leveraged their mobile device for shopping activities while in a store. Consumers mentioned they used their device to compare products with competing brands, visit a store’s web site to acquire more product information, research product reviews and look for coupons or discounts.

  • Price still primary driver for mobile consumers: When choosing a mobile service provider, 71% of respondents identify price and overall cost as an important factor, the most commonly cited reason. This complements Oracle’s findings in its September 2010 report, which found 77% of respondents are willing to switch to another carrier with better pricing.

    ‘Mobile technology is altering the retail landscape, creating an array of opportunities for merchants and communications service providers. Oracle’s report demonstrates the importance of streamlining mobile and retail services to enhance sales and the customer experience,’ comments Dan Ford, vice president of product marketing, Oracle Communications. This includes synchronizing billing and operating support systems as well as ensuring optimal network functionality.’