Courtesy of Mobile Commerce Press
Study shows merchants must focus on mobile shopping
trends to survive.
New research performed by Stibo Systems is indicating that if
brands and retailers intend to continue into the future, they will
need to keep up with the growing mobile
commerce expectations held by their consumers.
The mobile shopping trends report on the study showed that there
has been an overall increase of 10 percent over the last year in
the amount that consumers shop using their smartphones and tablets.
This data was supported by another study performed by Gartner,
which estimated that by 2016, there will have been a global
increase in tablets by 655 million.
Gartner research showed there will be a 100 percent
increase in tablet adoption this year.
Though 66 percent of online shoppers still say that they prefer
the laptop, 20 percent are now saying that they would rather use
mobile commerce on their smartphones or tablets.
According to the Stibo UK managing director, Mark Thorpe, "As
the use of mobile devices becomes more ubiquitous in today's world,
it becomes crucial for retailers to meet customers' rising
expectations surrounding m-commerce."
The 2012 UK Consumer retail survey by Stibo Systems did notice,
though, that there was a decrease in customer satisfaction among
those individuals shopping with their smartphones and tablets. The
study indicated that retailers are required to create a much more
well rounded multi-channel strategy with improved data management
if they want to make sure that their customers remain satisfied and
continue these interactions.
Thorpe indicated that retailers need to make sure that their
processes for master data management are the core of the strategy
for multichannel sales. He underscored the point made by the survey
which stated that when consumers are shopping - no matter which
channel they use - they demand consistent product information. By
failing to provide this in a mobile commerce strategy, the
potential opportunity could be lost.
According to Thorpe, there is an ongoing need for
retailers to keep up with mobile shopping trends.
He said that they must use an efficient and effective product
data management solution if they intend to see mobile commerce
success.