47% believe retailers not doing enough when it comes to mobile
47% believe that high street retailers are not doing a good enough job where mobile is concerned, a survey for mobile marketing and advertising solutions company Velti has revealed.
Tony Lewis, director at Vision One Research said: “The retail and mobile industries are ones to watch in the next couple of months as retailers start to learn more about not only what their customers want, but also what’s capable on mobile.
“Conducting the research was an eye-opener into the world of consumers and their mobile devices, with some unexpected results. The fact that consumers are demanding more from retailers will perhaps make those brands realize that if they don’t act soon and provide a valuable mobile offering for customers, then they will have missed the opportunity and customers will flock to brands that are catering for them on mobile.”
The UK survey also found that Pay-As-You-Go customers were spending a third longer than their contract/iPhone counterparts on mobile websites, at 13 days a year compared to eight.
Kelaine Olvera, director of marketing across Europe at Velti, said: “Pay-As-You-Go users, arguably a demographic often disregarded by retailers, are spending almost two weeks a year browsing retail sites, which is a phenomenal amount of time. It wouldn’t take much further engagement from a retailer’s point of view to convert them from browsers into customers.”
The online survey, which was answered by approximately 1,800 mobile phone users aged between 18 and 65, also discovered that mobile can work in harmony with other media when it comes to marketing and advertising campaigns. 82% of consumers, who used their mobile while watching TV, researched further details around a product or service on their mobile devices after having seen an advertisement on TV.
It was also found that 50% of the consumers who had received a targeted SMS from a retailer or brand went on to buy something from that specific retailer.