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Google published a study last Thursday on how in-store shoppers use smartphones.
The study is useful for marketers to understand how smartphone users use search and other features while shopping in stores. The key takeaways are:
- 79% of smartphone owners are 'smartphone shoppers'
- 84% of these shoppers use their phones to help shop while in a store
- The average time a smartphone shopper uses their phone in a store is 15-minutes
- Shoppers who use their smartphones typically buy more while in the store
- Consumers choose search as their number one in-store resource to help make purchase decisions, followed by store web sites and brand web sites
Here is the study:
I recently leased a new car and I sat in the sales negotiation area on my smartphone searching Google for what others were able to lease the same car for. I was able to negotiate a much better lease rate because I had my smartphone and I ended up walking out with the car I wanted, paying a heck of a lot less than I could have imagined.
Forum discussion at Google AdWords Help.
Comments:
Fedor
05/13/2013 04:49 pm
Am I the only one that thinks it's pretty damn obvious that people use search to research items when the're in-store? How may time do you go to the store to pick up milk and use your smartphone to research it? These numbers are very deceiving. If you were to say if anyone has ever searched for groceries on their smartphone while in-store, they would say yes. If you were to ask them how often, they'd probably say not very often. Now, if you were to go to an electronics store and ask the same question, people would probably say they almost always look up items on their phone before buying. You'd probably go insane researching if you got a great deal on your bag of onions every time you go grocery shopping.
Brandon
05/13/2013 05:24 pm
I keep a shopping list on my phone. Does this count as smartphone use while shopping in a grocery store? Because it doesn't really help me pick out a good deal or anything that Google purports—just helps me remember what I need.
Brijesh Bhalodia
05/14/2013 04:54 am
This is absolutely perfect. In India, I access few websites which extract prices from different stores or places and compare it. So it ensure I always get cheapest even in branded items.
Brian Mease
05/14/2013 07:03 am
I don't think so, grocecy list should not be considered.
Gareth Marshall
05/15/2013 01:20 pm
This is really interesting. Particularly your experience, Barry, about essentially using your smartphone to negotiate a better deal. I bet there are loads of people out there that don't realise that they can be saving loads of money by actually showing search results on a smartphone of cheaper priced alternatives when buying something in store. Wish I'd done this when I bought my last car!!
Rhonda @ Marketing Storytellin
10/25/2013 12:38 pm
The clever retailer would keep the sale by being smarter with pricing, or at least with the bundle. Then, if they beat the price and offer higher value I'll happily hand over my money, no matter how many other brick-and-mortar stores I search.