What do consumers want when shopping from mobile applications?
In a recent study designed to look at mobile shopping, Catalina found that what shoppers want in a mobile commerce experience is quite simple: they want to save time and money without extra hassle. Their survey was based on a nationwide survey of 1,000 smartphone owners who are also the primary grocery shopper within their respective households.
Mobile applications have changed the way we look at retail as we can now shop using just a few touches of our fingers. The next wave of mobile applications that are being designed with a shopper-centric approach will accelerate adoption of mobile shopping by providing content that is relevant to individual shoppers.
“We are seeing shopping experiences grow from the catalog approach that mirrored catalogs into personalized shopping experiences that save consumers time and cater to their interests,” says Kimber Johnson, Managing Director, Pacific App Design. “Relevant content is enhancing user experiences and savvy shoppers are gravitating towards the retailers and brands that are delivering the shopping experience that consumers want.”
Mobile commerce is an area where brands are actively working to deliver better shopping experiences so brands can’t wait to act. Study data shows that about two-thirds of primary household shoppers have already used their smartphone on a shopping trip. These users are rapidly forming preferences.
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