Brafton has reported that this year has seen some of the heaviest online shopping days in history, and internet marketers who want to engage these shoppers might need to consider how consumers are accessing the web. A new survey from GfK Roper Poll on behalf of SapientNitro indicates that three in 10 consumers who own a smartphone are using their mobile devices as a resource while shopping this year.
The survey indicates that marketers who prepare locally targeted search campaigns may have a competitive edge in drawing on-the-go shoppers into their stores. More than half of respondents (52 percent) say they have used their phones to find a store location.
Additionally, marketers looking to create content that will appeal to mobile consumers should consider that 35 percent look for deals or coupons while shopping on the go. Product-oriented content might also give brands an advantage, as 48 percent of consumers research specific products they are interested in purchasing and 44 percent browse for products.
Mobile consumers can also become valuable brand advocates. According to the study, one in three mobile consumers email or message friends about their shopping experiences and one in five use their smartphones to make shopping-related posts. Brands that cater to these shoppers could find that their deals get promoted via the mobile web.
This study suggests mobile audiences should not be ignored, and this is supported by another report that indicates m-commerce is on the rise. As Brafton reported earlier this year, mobile shoppers are expected to spend $119 billion in 2015.