假期购物季的店内移动商务:一组数据

近60%的手机用户在实体店会通过手机寻求购买建议。具体而言,46%的人会在作购买决定时打电话咨询朋友或家人,上一年的数字为38%28%的人会通过手机浏览相关产品评论以决定是否购买;27%的人会通过手机比对产品价格,看看该产品是否物美价廉。显然,青年人和智能手机用户引领着店内移动商务的潮流,78%的用户年龄在18-29岁之间,72%的用户为智能手机用户。

【文章摘要】In-store Mobile Commerce During the 2012 Holiday Shopping Season

Nearly six in ten cell owners used their phone inside a physical store for assistance or guidance on a purchasing decision this holiday season. In the 30 days preceding our early January 2013 survey (the final weeks of the holiday gift-giving season):

46% of cell owners used their phone while inside a store to call a friend or family member for advice about a purchase they were considering.

28% of cell owners used their phone while inside a store to look up reviews of a product to help decide if they should purchase it or not.

27% of cell owners used their phone while inside a store to look up the price of a product, to see if they could get a better price elsewhere.

Taken together, 58% of cell owners used their phone for at least one of these reasons, with young adults and smartphone owners leading the way — 78% of cell owners ages 18-29 and 72% of smartphone owners did at least one of these with their phones this holiday season. The 46% of cell owners who called someone for advice about a purchase represents a significant increase from the 38% of cell owners who did so during last year’s holiday shopping season.

When asked what happened on the most recent occasion they looked up the price of a product inside a store using their cell phone, 46% of “mobile price matchers” say that they ultimately purchased the product in that store — an 11-point increase from the 35% of such price matchers who said this in 2012. Some 12% wound up purchasing the product online, a figure that is not significantly different from the 19% who did so in our 2012 survey.

About this survey

These findings come from a survey of 1,003 adults ages 18+ between January 3-6, 2013. The interviews were conducted in English on cell phones and landline phones and the margin of error is plus or minus 3.8 percentage points for the 908 respondents who are cell phone owners and who received most of the questions that are reported here.

【文章作者】Aaron Smith

【文章来源】pewinternet

【文章链接】http://pewinternet.org/Reports/2013/in-store-mobile-commerce/Main-Findings.aspx

【文章下载】PIP_In_store_mobile_commerce_PDF.pdf(849.93 KB, 下载次数: 2)


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