Plenty of US Shoppers Are Doing Mobile Price Comparison in Stores - eMarketer

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Plenty of US Shoppers Are Doing Mobile Price Comparison in Stores

About half expect to check competitor prices on the phone while holiday shopping

December 12, 2016 | Retail & Ecommerce

Nearly one in two US mobile device owners ages 14 and older will use their mobile device to research a competitor's prices when conducting in-store holiday shopping, according to a September 2016 survey by Opera Mediaworks.

Ways in Which US Mobile Device Owners Use Their Mobile Device While Holiday Shopping In-Store, Sep 2016 (% of respondents)

Over one-third of respondents also told Opera Software they would use their mobile device while holiday shopping in-store in order to look up product reviews.

Meanwhile, 30% said they would use their device to sign up to receive in-store promotions and discounts. For retailers and store owners hoping to engage potential customers digitally, offering digital access to in-store promotions and discounts might be a worthwhile strategy.

However, just 12% of US retail marketers told BDO USA in October 2016 that they planned to use flash sales and daily deals as a mobile marketing tactic during the holiday season, and only 8% said they planned to use mobile coupons. It may be that mobile marketing techniques like those two are stronger than marketers give them credit for being—or that many retailers don’t feel they have the resources to pull off such promotions.

Retailers surveyed ahead of the holiday season predicted relatively strong growth in overall retail sales for the season. The BDO USA October 2016 survey found that respondents expected 4.7% sales growth. That’s considerably stronger than eMarketer’s estimate of 3.3% retail sales growth this season. Looking at ecommerce alone, eMarketer’s projection is for an extremely healthy increase of 17.2%.

—Ben Clague

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