Tuesday, October 18, 2011

Your Mom Buys More Online Than You

There is some interesting findings in a new study of how consumers use mobile devices.
In a study by JiWire, a location-based online media company, we learn that more are using location-based content to find a business versus connect with others. Even fewer are checking in at locations. However, a majority are willing to reveal their location to gain more information about a business or to gain an offer. In a big leap from previous studies, a full 53% of those surveyed say that they plan to use their mobile device for their holiday shopping this season. All great trends for social media marketing and mobile marketing.

The most surprising statistics are when you look at the data by generations. The infographic below from JiWire summarizes the results well. Simply put, Generation X, and those up to age 54, are much more likely to make purchases via their mobile device. They are also almost twice as likely to research using their mobile device and then purchase in store. Granted the spending power of those aged 35-54 is greater than those 18-34, but the results seem to confirm the comfort level that older mobile users have has increased dramatically. This makes sense considering that most people over the age of 35 have been using mobile devices and shopping online for up to 20 years. 

As marketers, what does this mean for us?

1. Location-based information is a must for your business. Even if it is passive, businesses must have online location presence with details and links to their other social media and online presence.

2. Retailers must align their social media and online brand with their bricks-and-mortar presence. It is clear that consumers view your brand as your brand,. If one does not relate to the other you are in trouble and they will question their potential purchase.

3. Active engagement and response in social media is crucial. With a near majority researching items online before buying, having an active engagement and response protocol is crucial. View social media engagement as sales staff in your store.

4. Monitoring your third-party product reviews and earned media is vital. Tracking and reporting of online product evaluations, reviews and blog commentary is vital. Develop a plan for engagement as response.     

Ultimately, this simply reinforces the convergence of channels as it relates to your brand. You cannot neglect one outlet anymore.  

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