As mobile increasingly becomes a keystone in the holiday campaigns of brand marketers, the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, in partnership with Prosper Mobile Insights, yesterday released its second annual Mobile Shoppers study. The study reveals the exclusive IAB list of the most mobile shopping savvy cities in the U.S., with Houston claiming the top spot for the second year in a row. In addition, the report looks at how and where consumers access mobile devices, and how retail apps and digital coupons strongly influence what consumers buy and where they buy.
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Beyond Showrooming: In-Store Mobile Users Want Information, Experiences and a Buddy
November 15, 2012
The oft-cited and much-dreaded sport of comparison shopping in-store via smartphone (aka showrooming) is only one of many mobile activities consumers perform on their devices in Aisle 3, and it's likely overrated, says a new study from Vibes. In fact, hyperfocusing on this one feared aspect of the mobile shopping experience can distract marketers from all of the ways they can engage the connected floorwalker.
Mobile is for Shopping, Tablets Are for Buying, Says E-Commerce Expert
November 14, 2012
As the third screen after the PC and phone, the tablet is quickly gaining ground as a shopping device. Its use is very different from the smartphone, however. "Smartphones are used a lot for showrooming, comparing prices and pre-buying research, but their conversion rates are usually very low," says François Gaumond. "On the other end, not only is tablet traffic growing fast, but conversion rates on tablets are usually higher than on PCs — and much higher than on smartphones."