London, 17 July 2014: A new report from BuzzCity, commissioned by the MMA, reveals the changing trends in online shopping. More people than ever before are shopping online and on their mobile devices. Nearly half of mobile users (48%) made purchases online regularly. In addition nearly 1 in 5 browse products online before buying in stores. Taken together, more than 70% of mobile consumers shop online.
Mobile as a shopping channel is now on a par with PCs and a key to driving the change in consumer shopping behaviour.
In some countries, mobile has become the most dominant shopping channel. This is highly apparent in the Asia Pacific region where mobile leads the way for shopping, as more of the population turn to mobile as their primary device. A third (32%) shop with their mobiles compared to a fifth (21%) with PC’s in the region. Further growth in mobile is expected as nearly one in three (30%) of those surveyed said that they would consider using their mobiles for shopping.
Rohit Dadwal, Managing Director (APAC) at MMA comments "Mobile as a channel has evolved very quickly but the challenge for marketers is to create a seamless shopping experience across all the channels to ensure that consumers are getting a consistent brand message and identity."
The explosive rise of mobile as a shopping channel appears to have caught many retailers off guard. The survey records that more people are leaving stores without making a purchase for a variety of reasons. At least 22% left stores for a better deal online compared to 13% last year and 27% could not find what they wanted in stores compared to 14% in 2013. Overall, fewer customers are engaging with shop assistants and consequently not making it to the tills, which should signal strong alarm bells for retailers.
Dr KF Lai, CEO and founder of BuzzCity comments "We know that consumers are driven by mobile in the first instance, but mobile first shouldn't mean mobile only for retailers".
Lai continues "Consumers are changing the way they choose their purchases - it has become more complex and will continue to evolve. The survey highlights mobile’s potential to undermine traditional brand power and the imperative for marketers to maintain the relevance of their message across all digital media."
The survey was conducted in April and May 2014 amongst 3590 respondents from 26 countries including 11 Asia Pacific markets. Results are published in the The BuzzCity Report Volume 4 Issue 3.
BuzzCity is a mobile advertising network that offers brand owners and agencies access to a global display network of publishers. As a leading international player, BuzzCity has developed in-depth knowledge of the mobile consumer and provides marketers with clear opportunities to reach this audience via its advertising and publisher programmes. The network also offers opportunities for publishers, developers and owners of mobile media properties to monetise their traffic through mobile internet advertising.
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About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars: to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development. Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate-Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For information about the MMA please visit www.mmaglobal.com.
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