MMW was privy in recent days to a new report that should generate great interest among marketers.
To assist its retail clients to better understand how customers use their mobile devices when shopping and to predict future behavior, DMI conducted a survey with 2,500 U.S. shoppers.
“The results,” the report summary reads, “uncovered current mobile shopping behaviors, the most-desired features for the future and the impact those features could have on a retailer’s bottom line.”
Most notably, the research identified a new audience, defined not by traditional demographics, but by behavior. This audience, coined “Mobile Reliants,” uses devices more frequently to shop and therefore represents the greatest opportunity to increase revenue via a focused mobile in-store strategy.
So who are “The Mobile Reliants”?
The survey revealed that Mobile Reliants are not defined by a specific demographic but by their mobile behaviors. Over 30 percent of respondents to the survey qualified as Mobile Reliants via the following criteria:
- Described daily mobile device usage as “all day”
- Used a mobile device while shopping inside retail stores every time or regularly
- Had three or more shopping applications (apps) on their mobile device
- Made a past purchase on a mobile device
“Our research not only sheds light on in-store mobile behaviors, but it also pinpoints the highest-value audience that retailers should cater to with advanced mobile in-store shopping tools,” says Jeremy Gilman, VP Strategy. “Based on our findings, there is enormous opportunity for retailers to better serve Mobile Reliants and, in doing so, create stronger customer relationships that drive business performance. Catering to Mobile Reliants is the next big customer experience challenge for retailers to tackle, and we’re excited to help them do it.”
To learn more about the report and its findings, click here.