"According to new research from Nielsen,
more than three quarters of all smartphone-driven retail purchases are taking
place offline.
While 42%
of the 2,000 retail customers who participated in the survey reported that they
rely exclusively on mobile when researching a purchasing decision, the vast
majority say that they are much more likely to come in store rather than shop
online.
Other
interesting findings included:
· 57% of
people searching on a smartphone expect retailers to be within five miles of
their location
· 24% of
people searching on smartphones consider local proximity of the business to be
the most important search variable
· 33% of
people searching on smartphones are looking specifically for retailer
contact details (phone number, address, directions)
Bottom
Line: While most of the talk around mobile over the last few months
has been focused on the type of actions users are taking online, it’s also
important to understand that what mobile users are doing offline can be just as
important. The reality is that with more people researching your business on
mobile—through search, social media, and even in the inbox—you have more
opportunities to bring people into your place of business if you’re providing a
positive mobile-experience.
Whether
it’s taking control of your online
listings, adopting a more mobile social media strategy, or making the change to mobile-friendly emails, there is plenty you can do right away."
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