Marketers may soon be taking orders from one master — the thumb. Mobile is already involved in the majority of shopping decisions and within five to 10 years, all shopping will occur on mobile devices, says research released last week by Facebook IQ.
“The Thumb Is in Charge” says 73 percent of consumers always have their devices with them. Smartphones help consumers research products and services, compare prices, check inventory and find other information, even in-store. But many shoppers are moving beyond just these uses.
“There are many factors driving people to buy products on mobile devices,” says the Facebook IQ “People Insights” blog post on Oct. 26. “Chief among them, convenience and mobility: 56 percent of omnichannel shoppers said that they made a purchase on a mobile device because it was conveniently in their hand already and 55 percent said because they can do it ‘anywhere, anytime.’ Looking ahead, 60 percent of omnichannel shoppers say they’ll either start purchasing or purchase more on their smartphones in 2016.”
Here’s what else Facebook IQ and other marketing thought leaders had to say about mobile shopping:
Path to Purchase Isn’t Linear, But Mobile Is Always Present. Attribution is the key. “In today’s multi-device world, people are discovering on one device, researching on another and converting on a third,” according to the Facebook IQ blog post. “Add in activity that happens in-store and it becomes even more complex.”
- Optimize for Mobile. As IBM found during Holiday 2014, many mobile shoppers convert on larger screens because the sites aren’t mobile optimized. IBM found drop-off due to the friction. Facebook IQ says 54 percent of shoppers say desktops and laptops are easier to use for purchases and an equal number say it’s easier to view products there. Surprisingly, a much lower percentage — 26 percent — told researchers that the difficultly only arose when trying to enter personal data on smartphones. “In a world where screen real estate is shrinking, personalization, visualization and experimentation is becoming increasingly important,” according to the Facebook IQ research (opens as a PDF).
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