A new research study says mobile will become an increasingly important channel for retailers, who must adapt to how people want to buy.
Consumers are increasingly looking to shop online and retailers must develop digital strategies based on how and where they want to buy, says a new report sponsored by software vendor Adobe Systems.
The U.S. study, 2013 Digital Publishing Report: Retail Apps & Buying Habits, sampled 1,003 consumers hat own a smartphone or a tablet. It found that tablet users, at 55 per cent, are twice as likely as smartphone users to use their device to make a purchase. It also found that app use is increasing, with more than half of mobile users saying they are likely to make a purchase with a shopping app in the next year. Nearly half also said they’d rather use an app than their mobile browser, a number that is on the rise.
“Our research shows retail apps and catalogs serve different purposes on tablets and smartphones, providing value to the consumer depending on the device they’re using,” said Terry Fortescue, director of product marketing, digital publishing at Adobe, in a statement. “Using Adobe Digital Publishing Suite, leading companies like Sotheby’s and ASOS are producing tablet and smartphone catalog apps to engage customers with their brands and bring their content to life as shoppers become increasingly mobile.”
The survey also indicated that retail apps and catalogues are strengthening consumer relationships with a particular brand, friends have the most influence on a mobile shopper’s buying decision, and if a mobile shopper hears from a retailer, they’d like it to be with a money-saving offer.