As we head into the holiday season, consumers are increasingly more accepting of retailers’ mobile strategies, a new study from MarketLive found.
According to MarketLive’s Holiday Research Study, which examined the shopping experiences of 1,000 U.S. consumers who have shopped online at least four times within the past year, nearly 80 percent of shoppers said they are likely to visit a store as a result of a text promotion or alert received on their mobile device. More than half of participants also said they’re comfortable sharing their personal preferences with retailers in exchange for personalized product recommendations and other conveniences.
The MarketLive study also shows that consumers want more from retailer apps. More than three quarters of respondents said they want technology like that offered by the Macy’s app that helps them find the exact location of a product within a brick-and-mortar location. Nearly 70 percent said they want in-store text messages that offer coupons and promotions. More than 40 percent of shoppers said they are likely to take advantage of personalized ads they receive on their smartphone.
“Every year, these survey results surprise and delight us,” said Lauren Freedman, president of the e-tailing group, a market research firm that conducts the annual shopper survey for MarketLive. “This year we are seeing confident consumers who know how to use their smartphone to be an informed and efficient shopper across all available channels. Winning retailers will have to engage these shoppers on mobile and across every channel, and use technology effectively to personalize promotions and capitalize on evolving social dynamics.”
According to a report from the Consumer Technology Association (CTA), of the 155 million individuals expected to shop this holiday weekend, nearly 70 percent said they will be making purchases online. More than half of consumers said they will likely use a smartphone or tablet while shopping.
