Local Govt | National News Video | Parliament Headlines | Politics Headlines | Search

 

Kiwis embrace mobile shopping

MEDIA RELEASE
25 November 2013

Kiwis embrace mobile shopping

Kiwis are increasingly relying on their smartphones and tablets for shopping, with more than half of mobile shoppers influenced by some form of online promotion and a majority admitting to a practice known as “showrooming”.

Leading research firm Colmar Brunton recently asked New Zealanders about their use of mobile devices for shopping. The results provided some real insights into the proliferation of smart devices for shopping and what marketing cues Kiwis are responding to.

Colmar Brunton Innovation and Development Director Vanessa Clark says while mobile shoppers use both tablets and smartphones, they tend to use them in different ways.

“Browsing products is the most common shopping task on a tablet while banking heads off all other shopping related activity on smartphones.”

The largest numbers of tablet owners use their devices for browsing products (64%), comparing prices (55%), banking (55%), comparing products (50%) and purchasing products (49%).

As well as banking (47%) smartphones are most popular for browsing products (41%) and comparing prices (46%) while just over a quarter of owners (26%) use them for purchasing.

Ms Clark says while friends remain the biggest influencers over mobile shopper behaviour just over half (52%) are influenced by at least one form of online advertising such as emails (32%), Facebook (27%) and online advertisements (19%).



“There’s not a big gap between the effectiveness of more traditional email marketing and Facebook, which suggests people are increasingly seeing Facebook as a key resource for getting a deal.”

Shopping apps and websites are also popular amongst mobile shoppers but the majority need to be familiar with a brand or store before they will download an app or use a shopping website. This presents an opportunity for retailers to strengthen their relationship with customers, particularly those they already have on their customer database, through offering an app.

“We know from previous surveys that trust is critical for brand success and this is still essential in mobile shopping.”

For those who do use shopping apps, 81% rate ease of navigation as the most important app characteristic on smartphones and 77% for tablets. This outstrips money saving offers and all other characteristics of mobile shopping apps.

“The bottom line is, if you want to get mobile shoppers to respond to an app and come back to it, it’s all about making it easy to use. This is particularly important for smartphones where screen space can be limited.”
Almost 60% of mobile shoppers have undertaken the practice known as showrooming – looking for a better deal on their smartphone while in a shop before deciding whether to purchase something in store.

“This underlines the reliance on mobile devices for getting the best deal. These shoppers are prepared to walk out of shops and purchase their chosen product online or at another store based on their mobile research in store,” Ms Clark says. It also demonstrates the need for the in store experience to engage customers to the extent that the store price is worth it.

Kiwis also have strong feelings about what they will and won’t buy on their smartphones and tablets. Music and books have the greatest mobile shopping momentum. Only 6% of those surveyed have never bought music on their mobile devices and only 5% have avoided purchasing books. Shoes (29%) and clothes (20%) are the items that the most respondents said they would never buy via mobile purchase.

“While mobile shoppers are prepared to purchase most items, shoes and clothes, due to their try-before-you-buy nature, have the least momentum. There is also resistance to big ticket items such as technology and electronics.
Colmar Brunton interviewed 1024 online New Zealanders in September this year. The survey has a margin of error of + or – 3.1%.

ENDS

© Scoop Media

 
 
 
Parliament Headlines | Politics Headlines | Regional Headlines

Gordon Campbell: On Sir Michael Cullen’s Tax Reform

To ordinary wage and salary earners who (a) watch a slice of their gross income being taxed every week via PAYE and who also (b) pay GST on every single thing they buy, there has been something quite surreal about the centre-right’s angry and anguished reactions to the Tax Working Group’s final report... More>>

 
 

89 Cents An Hour: Govt Plans Fix For Minimum Wage For People With Disabilities

IHC is delighted that the Government is looking into replacing the Minimum Wage Exemption (MWE) with a wage supplement to ensure people with disabilities are paid at least the minimum wage. More>>

ALSO:

Te Waihanga: New Independent Commission To Tackle Infrastructure Issues

The New Zealand Infrastructure Commission – Te Waihanga – will be established as an Autonomous Crown Entity to carry out two broad functions – strategy and planning and procurement and delivery support. More>>

ALSO:

Auckland Action Against Poverty: Motels Profit From Housing Crisis

A single motel which charges up to $1,500 per week per room has received over $3 million worth of Government funds to provide emergency assistance, despite never having a Code Compliance Certificate – an offence under the Building Act – and receiving a series of longstanding complaints from occupants... More>>

ALSO:

Gordon Campbell: On The Alleged China Relations Crisis

If New Zealand’s relations with China are ‘deteriorating’ then you still need a microscope to detect the signs... More>>

ALSO:

Environment: Government To End Tenure Review

“Tenure review has resulted in parcels of land being added to the conservation estate, but it has also resulted in more intensive farming and subdivision on the 353,000 ha of land which has been freeholded. This contributed to major landscape change and loss of habitat for native plants and animals,” said Eugenie Sage. More>>

ALSO:

Bell Tolls: Big Changes, Grand Mergers Planned For Vocational Training

“At a time when we’re facing critical skill shortages, too many of our polytechnics and institutes of technology are going broke... More>>

ALSO:

Sallies' State Of The Nation: Progress Stalled In Reducing Inequality

The report shows a lack of tangible progress in key areas including record levels of household debt and a growing gap in educational achievement between poorer and more well off communities. More>>

ALSO:

 
 
 
 
 

LATEST HEADLINES

  • PARLIAMENT
  • POLITICS
  • REGIONAL
 
 

InfoPages News Channels