In-store code scanning and review checks using smartphones expected to increase
Only nine per cent have made a purchase on their smartphone after seeing a mobile ad, research from Neoworks has found, although 25 per cent have searched for more information.
The figures were higher for computers, with 27 per cent checking for further information and 20 per cent going on to purchase as a result of seeing a mobile ad.
It was found that in Europe the UK is the leading country for smartphone advertisement impressions (23 per cent), followed by Germany (12.1 per cent) and Spain (8.8 per cent).
According to the white paper by Neoworks, digital content is the area where most purchases are made using a mobile device, with 76 per cent having made a purchase from this sector, while 38 per cent have bought clothing, 27 per cent have bought groceries and 21 per cent have bought tickets.
The research suggests that when it comes to shopping in-store, mobile trends which are expected to grow include sending a photo of a product to someone, looking for another store, checking reviews, scanning codes and showing an employee something online.
When developing a mobile project, Paypal; NFC; and changing the mobile user’s bill were amongst suggests for mobile payment options to be considered.
The m-commerce white paper was released today at the Retail Conference.