Mobile playing a key role in deciding what brands shoppers buy
Mobile is playing an increasing role in driving consumer choice as to which brands they buy when they go shopping, with 59% of UK shoppers having not decided on the brand they will purchase before researching new products or heading out to the shops, suggests a study commissioned by RichRelevance and Bazaarvoice, and conducted by Forrester Consulting in September.
According to the study, nearly half of UK shoppers (42%) have used their mobile phone while shopping, 16% of which used it to compare prices with other stores. The study – the first of its kind to measure mobile shopping habits – also indicated that most UK shoppers (82%) will visit more than one website before purchasing a product; 17% will visit as many as four.
The study also revealed that shoppers rely on three types of content when making buying decisions: product details, user reviews and personalised recommendations. 86% indicated that they used user ratings and reviews for online purchases, while the majority of those surveyed (84%) had researched or purchased products online using recommendations, and 42% of UK shoppers made a purchase that was recommended by an online retailer.