Fall fashion season is in full swing, which, for many of us, means it's time to shop. So where do people get started? Nowadays, the answer is "online". Maybe you peruse Pinterest for some fashion inspiration. Log on to your favorite members-only shopping site. Or check out the BostInno Fall Lookbook or Style Guide. Yes, how we shop has evolved in recent years, becoming entirely web-based from start to finish. But the latest trend to watch is the rise of mobile shopping. We examined the state of both mobile and retail/e-commerce in Boston extensively this summer with BostInno's State of Innovation series and forum, and thought it would be interesting to gain some more insight into mobile shopping specifically.
The ascendancy of mobile devices is changing every aspect of online behavior including how consumers shop. Check out some the latest data on mobile shopping:
- 88% report using a smartphone or tablet during a purchasing process.
- 33% anticipate using their smartphone for shopping even more in the future
- 51% of mobile shopping happens in-store, 46% in line at a store, and 38% while in transit
Instead of reserving research for down time at home, shoppers now compare potential purchases on-the-go or even in-store. Shopping has become so mobile-centric there are even multiple fashion apps to help you make the best buys.
Today, retailers must be equipped to meet this mobile consumer demand. They must not only have an online presence, but be optimized for mobile and craft a cutting-edge mobile marketing strategy. Users crave content that intersects with their immediate context. Brands must deliver relevant product information to users not while they are sitting at a desk, but while they are in store poised to purchase. The challenge to provide this ultra-relevant mobile shopping experience is retailers’ primary goal, especially as the holiday shopping season rapidly approaches.
For more insights on the state of mobile shopping and data to power your own mobile strategy, check out the Smart Mobile Shoppers infographic below, courtesy of Yahoo. Request access to all of BostInno's State of Innovation materials--including exclusive research reports and infographics--here.
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