Google recently released a new survey reporting that US smartphone shoppers use their phones to do research before and during shopping trips. It also showed that they prefer to use the mobile Web instead of apps when they go shopping.
The typical US consumer is now accustomed to going to a physical store and price checking competing brands with their smartphone. The survey shows this activity takes about 15 minutes on every store visit.
90% of smartphone shoppers use their phones to research before going shopping, in particular, to check location and opening hours of the store but also to compare prices and search for deals and promotions. This comparison activity continues when users are physically in the store alongside research about the product they’re going to buy.
According to Google’s survey these activities are carried out on mobile websites instead of native apps as browsing is simpler, and less expensive than opening different apps which can’t be viewed easily at the same time. About 50% of users end up in a store after having visited its website.
Furthermore, according to the “Mobile Path to Purchase” research from Nielsen, 42% of smartphone owners do not consult PCs as part of their retail shopping research. Their figures show that 77% of smartphone-based purchase activity happens locally, directly in stores. Similarly, Pew’s research found that 72% of smartphone owners used their devices while in the physical stores over last Christmas holiday season.
These surveys demonstrate several points every business should consider when it comes to mobile:
- Optimize for mobile website in the same way as for desktop and find a good balance between SEO, customer needs and business goals. If your business can’t be found you simply run the risk that your business wont succeed.
- A mobile site should be tailored to mobile visitors. The more a site responds to customer needs, the better it will perform. Clear click to call functionality, interactive location information, opening hours and promotions should be prominent on the mobile site.
- A mobile site should be accessible from any mobile device to offer the best experience to the widest range of customers.
It’s also useful to remember that mobile users often return to websites that look good and work well on their mobile devices. If the websites are not optimized for mobile visitors will never go back.
Retailers and businesses that are not addressing the mobile audience risk missing out on of people and potential sales.
With goMobi it is possible to easily achieve all these goals: goMobi’s websites work on all devices, not just smartphones, and thanks to the user-friendly interface anybody can add a range of mobile-friendly features without the need for technical knowledge. goMobi mobile websites are optimized for SEO. They can be found through search engines so that business don’t have to spend money on customized online advertising. Among all the other features, goMobi allows them to add features like call with one click, reservations, coupons and mapping and directions to the store. Supporting a multi-lingual environment, business owners can create their mobile site in any one of 12 languages and visitors can view the site in over 30 languages. Check out goMobi’s features to discover more about our services or contact one of our resellers to build your mobile website today.