An online poll of Canadian shoppers, released earlier this month by Ebates Canada, shows mobile devices will be playing a bigger role when it comes to making purchases in the coming busy holiday-shopping season.
Given the the development of better app searches, payment systems and commerce on new platforms, it’s not surprising that 58 per cent of polled shoppers said their level of mobile spending had already increased this year compared 2015.
“We’re seeing a shift in Canadians’ online shopping habits, with an increase in consumers using their mobile phones as part of their overall shopping experience,” confirmed Sari Friedman, director of marketing with Ebates.ca. “The survey results indicate an increased confidence in, and desire for, the ‘next level’ convenience that mobile shopping offers.”
Canadians using mobile in store
Many Canadians have been using their smart phones or tablets for researching product information and showrooming – the practice of checking out competitor prices while in store.
Poll results indicate more than one third of Canadian mobile shoppers (36 percent) say they are actually physically out shopping at the time they make a purchase using their mobile, a practice that’s higher for men (42 percent) than women (31 percent). And even when consumers are in the store, many prefer to research or find out product information themselves rather than ask a sales person.
Not surprisingly, the young and affluent are among the biggest mobile shoppers. Half of millennials have made a mobile purchase in the past 12 months. But regardless of whether they use their mobile to actually make a purchase or not, Canadian online shoppers say they actively use their mobile device as part of the overall shopping process, and are most likely to use their mobiles for price comparisons, deals, offers or coupons, research and product reviews. And while finding the best price is the number one reason people shop via mobile, ease of transaction and a good overall experience round out the top three considerations.
Good experience is key
This underscores the need for Canadian retailers who haven’t already done so to up their mobile game if they want to capitalize on the increasing trend in mobile shopping. More than half (55 percent) of Canadian online shoppers cite easy transactions as important for a good mobile experience, followed closely by the use of mobile optimized (dedicated) sites (46 percent), both of which were ranked higher than product quality and selection. In fact, a frustrating experience such as not being able to see product details on the phone is one of the top reasons why Canadian consumers don’t shop mobile.
Information reprinted courtesy of CNW Group/Ebates Canada