New Report Demonstrates Mobile’s Growing Influence on Consumer Retail Activity
CTIA WIRELESS, ORLANDO – March 22, 2011
Today Oracle announced the results of its “Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers” report, which surveyed more than 1,000 mobile phone consumers in the United States to examine their use of mobile devices for shopping and commerce-related activities as well as what attributes they value most in their mobile service providers. The report is a joint collaboration between Oracle and Art Technology Group, Inc. (ATG), which Oracle acquired in January 2011.
Mobile commerce is growing dramatically: Consumers are quickly turning to their mobile devices to comparison shop, seek product ratings, and search for coupons. In all, 48 percent of consumers use their mobile devices to research or browse products and services. This is up from 37 percent in an ATG consumer benchmark survey in July 2010 and from 27 percent in an ATG consumer cross-channel survey in November 2009.
Consumer mobile purchases double: In addition to searching for products on their mobile phones, consumers are also making purchases. Twenty-nine percent of respondents have made at least one purchase on their mobile phone, more than double the number in ATG’s 2009 survey.
Mobile technology is for consumers of all ages: All age groups are experiencing growth. Mobile consumers aged 35 and older are nearly twice as likely to leverage a mobile device to research products and services, growing from 19 to 36 percent for users aged 55 and older and 23 to 44 percent for those aged 35-54 since 2009. Sixty percent of users aged 18-34 use their mobile device to research products and services, up from 41 percent in 2009. In addition, more than two times as many consumers aged 35 and older have made a purchase via a mobile phone since 2009, compared to a 74 percent increase for consumers aged 18-34.
Enhancing the in-store shopping experience: Twenty-eight percent of respondents have leveraged their mobile device for shopping activities while in a store. Consumers mentioned they used their device to compare products with competing brands, visit a store’s Web site to acquire more product information, research product reviews and look for coupons or discounts.
Price still primary driver for mobile consumers: When choosing a mobile service provider, 71 percent of respondents identify price and overall cost as an important factor, the most commonly cited reason. This complements Oracle’s findings in its September 2010 report, “Opportunity Calling: The Future of Mobile Communications,” which found 77 percent of respondents are willing to switch to another carrier with better pricing.
To access the full report – which also addresses mobile retail preferences by age and gender, consumer expectations for service provider online services and the primary drivers behind U.S. customers switching mobile providers, please click ATG Survey.
“Mobile technology is altering the retail landscape, creating an array of opportunities for merchants and communications service providers. Oracle’s ‘Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers’ report demonstrates the importance of streamlining mobile and retail services to enhance sales and the customer experience. This includes synchronizing billing and operating support systems as well as ensuring optimal network functionality,” said Dan Ford, vice president of product marketing, Oracle Communications.