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August 19 2008
Confirmed: Consumers with mobile broadband do go online to check prices whilst in-store
Shoppers equipped with the latest generation of internet-capable mobile phones are using them to check online for lower prices and product reviews whilst viewing goods on sale in-store.
While shoppers may still like to look and touch physical goods before committing to particular buying decisions, such as big electronics purchases or more personal items like clothes, once they've settled on a model or item, increasing numbers are now going online from their mobile phone to get the cheapest deal, according to the results of a new BT survey.
The survey was carried out with owners of the internet-capable Broadband Anywhere BT ToGo smartphone. Asked about their habits whilst on the move over the last three months, the early adopters said that:
- 45% have browsed for goods or services
- One in three have price checked or searched for a review of a product/service
- One in three have found that their devices have helped them to make well-informed buying decisions
- One in five have made an actual online purchase from their mobile phone in the past three months
"Consumers can now do the things they would normally do at home when they are out and about," says BT Futurologist Ian Neild. "The ease with which they can go online to sites like Pricerunner or TripAdvisor to inform their buying decisions puts added pressure on high-street retailers to offer the best prices and the product ranges that people want."
"The days of the internet being something for the home are over," he continued. "For a growing number of savvy shoppers the online and in-store worlds have now merged. Retailers should take advantage of the fact that customers may now have access to the internet whilst in-store and, for example, use their wi-fi connections to deliver expert advice via a store intranet channel.”
Kenneth Bundy, a BT ToGo customer who took part in the study, said "It's like having a consumer panel in your pocket. When I'm on the high street I can now find out what other shoppers think before making a purchase. Price checking on larger items also makes me feel I'm more likely to pay a fair price.”
Having a mobile-friendly version of a website becomes really important to this kind of customer. To generate a positive response from these consumers, the survey found:
- One in five said sites had to be specifically designed for mobile use
- 39% said they should be easy to navigate
- A quarter said they needed to be quick to load
"People want fit-for-purpose content that offers as sophisticated an experience on their hand held device as they're used to on their PC," Neild concludes. "At the current rate, many businesses are in danger of being caught on the hop. These findings suggest that consumers' expectations may be outstripping the reality being offered by businesses."
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